Hyundai Motor Company's "Selective Focused Local Adaptation Strategy" from the Perspective of Global Marketing

Eiko Tomiyama and Hiromi Shioji
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Eiko Tomiyama: Graduate Institute for Entrepreneurial Studies
Hiromi Shioji: Kyoto University

The Northeast Asian Economic Review, 2015, vol. 3, issue 2, 69-80

Abstract: The number of vehicles produced and sold worldwide by Hyundai Motor Company is rapidly increasing. This paper aims to comprehensively clarify the methods it uses to gather information in emerging economies to create customer value. In addition, it examines the systematic product planning and development process through which designs from within and outside the company are reflected in specific products. Furthermore, it looks at how these designs are embodied as customer value in Hyundai Motor Company's integrated process through to marketing and sales. More specifically, it analyzes (1) the status of the selective focused local adaptation strategy; (2) the product development process; and (3) systems that facilitate product development aimed at local adaptation.

Keywords: Hyundai Motor Company; marketing; R&D; product planning; product development process; TFT (search for similar items in EconPapers)
Date: 2015-10
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