本日（3月7日～8日）、アジア4か国（中国、韓国、インドネシア、ベトナム）から5人の先生を招へい、法政大学経営大学院で国際シンポジウムを開催する。文部科学省補助による研究セミナーである。テーマは、「日本企業の東アジアへのマーケティングの移転」。わたしは、挨拶と基調講演を担当する。英文メモである。
Opening Session：Greeting & Keynote speech
Professor Kosuke Ogawa (Hosei University)
1 Project Overview
Welcome to Japan from four Asian countries (China, Korea, Vietnam, and Indonesia) and thank you for joining us, “Government Grants-in-Aid for Scientific Research project” (KAKENHI project in Japanese). The Cross-border Joint Research Project on Marketing Transfer of Japanese Corporations to Asia.
My name is Ogawa, the first name is Kosuke. I am a marketing professor of Hosei Business School of Innovation Management. I am one of co-founder of this business school. Here I have been working as a researcher as well as a professor for 38 years, such a long time, since the spring of 1976.
Today and tomorrow (March 7th and 8th), me and Hayashi-san, the former marketing professor of Doshisha Business School, organize this symposium. He used to be a doctoral student here at Hosei University about twenty years ago. At that time, he tackled as a doctoral candidate student theme, “Marketing Transfer Model from the US to Japan.” Under my guidance, he accomplished theorizing his “Transfer Model of Marketing across Countries.” He will explain his basic idea later on the next session of him after my key note speech. I suppose that our discussion here should be based on his marketing transfer model, say Hayashi / Ogawa Model, we jointly built this theory in 1995 originally. We published an article in Japan’s Marketing Journal three yeas later in 1998.
Seminar’s Objectives:
First of all, we like to share the common goals for discussion for two days. Through this seminar, we would like to theorize the transfer of Japanese companies’ marketing technologies in Asia in order to provide the business implications for feedbacks to the marketers and business persons, who are working in marketing field of Asian countries and Japan.
Frameworks:
To do so, let get stared with a quick overview of two fundamental theory. One is, as I mentioned before, our Marketing technology transfer Model (Hayashi, Ogawa 1998). We conceptualize the twin concept of marketing transfer across borders, say, Standardization / Localization of marketing knowledge. In Hayashi and Ogawa model, we proposed an idea of SAL / AI transfer of four P’s. Professor Hayashi will talk about the AI and SA transfer concept of marketing factors later in detail. So I would skip the explanation of the basic marketing transfer model here in my speech due to the lack of time constraint.
The second theory, which we use in our research, is the famous theory, the Cultural dimensions theory by G. Hofstede. In his book, he established, I think now already a common framework for global business arena as well as international. He categorized the countries into several typical groups of cultures using four basic dimensions. Which are Power Distance, Individualism, Uncertainty avoidance, Masculinity? Later he added another Short/Long Term Orientation.
Members:
I suppose today and tomorrow here in seminar room, we have approximately fifteen marketing researchers from universities. We expect a few observers and business practitioners from Japanese companies. Of course, we invited five Asian researchers. Some of audience will join us only tomorrow. I am so much sorry for us not opening this symposium for public. It is because of confidentiality of facts and data.
(Mr. Higashiura’s remarks)
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Marketing Transfer Model
AI Transfer and SA Transfer of Marketing Knowledge
2 Findings from research
(1) Hearings with marketers in Asia
(2) Insights
What sorts of things can be generalized with these case studies we conducted? I like to present you some temporal hypotheses here. Please discuss about my projection. There are four temporal findings (A) to (D):
It seems to me at least in the cases we scrutinized through,
Hypothesis (A)
Promotion and places factors are in most case locally adapted to consumer needs in each Asian country where Japanese corporations entered.
Hypothesis (B)
Regarding product element, typical S or A pattern might be divided by service and product. In general, STD (Standardization) transfer is dominant in service & retail sector. However, most of physical products must be locally adapted.
Hypothesis (C)
Product price tends to set to the same level also in the Asian countries where Japanese companies entered in the service and retail business. In other word, price is to be standardized (STD). In physical product category, price tend to be locally adapted (LA) in the way around.
Hypothisis (D)
There is no general tendency to the main target for who is the most suitable consumer group. It depends on category and the stage of economic development. So far, we say case by case.
I will show you the facts that what is going on consumer targeting of Asian market using “TMB of Pyramid” sheme.
Of eleven cases, Kirin and Kumon are targeting for consumers in Top of Pyramid.
Shiseido, Suntory and Uni-charm are doing business for consumer at the Middle to Top of Pyramids for marketing.
Acecook in Vietnam and Ajinomono are exceptional. They are targeting for Bottom of Pyramid.
3 Shift in Strategy of Japanese Corporations:
(1) China is a pivotal country of production and sales for Japan exports, but Japanese corporation, especially in small-and-mid-size, are moving to diversification of countries where Japanese companies have base on. China is still No.1 country of Foreign Direct Investment but it is changing because of
(2) background factors in
・Rapid rise in wages, labor difficulties
・Deceleration of economic growth 7% to 5% in this year or next
・Deteriorating China-Japan relations between
・Anti-Japan sentiment of Chinese people against
・Profitability erosion of Japanese companies due to the changing economic conditions
(3) Japanese companies in China
(4) ASEAN Shift :
5 Trend: ASEAN Investment Environment
6 Questions & Discussion themes
