Differentiation Strategies for Overseas Commercialization of Products with Strong Japanese Cultural Elements
A Case Study of the Management Strategy of UjienSeicha
##article.authors##
- Masahiko Oshikubo Tokyo University of Economics, Tokyo Shibuya Campus, Faculty of Business Administration
-
Sachiko Miyagawa
Mejiro University, Faculty of Business Administration
https://researchmap.jp/sachikomiyagawa
DOI:
https://doi.org/10.51094/jxiv.816Keywords:
Business strategy, International Management, Japanese culture, Innovation, CommercializationAbstract
本研究の目的は、日本の文化的要素の強い商品・サービスを海外で事業化するスタートアップ企業の普及プロセスにおける差別化戦略を明らかにすることである。
本研究では、「日本伝統文化要素が強い商品の海外事業の商業化に向けて、経営資源劣位の企業は、どのような戦略を用いれば差別化を行うことができ、供給業者や顧客に受け入れられるのか」というリサーチ・クエスチョンを設定し、宇治園製茶株式会社（以下、宇治園製茶という）を対象とした事例研究を行い、この問いに対する仮説を導出する。
事例研究を通じた本研究の問いに対する仮説は次の通りである。日本の伝統文化要素が強い商品が供給業者や顧客に受け入れられるには、伝統的な日本文化を伝統的な形式のまま伝えるのではなく、文化的要素のポップ化、エンターテイメント化を通して、現地の文化として再構築する必要があり、この過程における道具の提供が差別化をもたらす。
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Published: 2024-07-16 02:51:17 UTC
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Sachiko Miyagawa
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