Marketing Theory in Global Business Context

Kazuyuki Motohashi

Chapter 9 in Global Business Strategy, 2015, pp 137-154 from Springer

Abstract: Abstract Advancements in emerging countries present new market opportunities for Japanese corporations; however, to do so, they must confront the threats posed by local companies playing catch up by moving from a “build it and it will sell” product model to a customer value model that maximizes the value to the customer. To overcome this dilemma, companies must understand markets in these emerging countries (i.e., customer needs) at product- and service-planning levels, accordingly design products and services that maximize value to the target customers, and create channels to get these products and services to the consumers. These activities comprise marketing activities.

Keywords: Marketing Strategy; Disposable Income; Purchasing Power Parity; Advanced Country; Local Company (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-4-431-55468-4_9

Ordering information: This item can be ordered from
http://www.springer.com/9784431554684

DOI: 10.1007/978-4-431-55468-4_9

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().