MUJI: The Challenges of a Japanese Brand Going Global

Nadja Aldendorff

Chapter 19 in Overcoming Crisis:Case Studies of Asian Multinational Corporations, 2023, pp 279-292 from World Scientific Publishing Co. Pte. Ltd.

Abstract: MUJI is a Japanese chain of lifestyle retail brand stores known for their minimalist aesthetic and affordable products, currently operating in 32 countries and regions with 1,068 stores. MUJI debuted in December 1980 as a private brand of The Seiyu department store with 40 products. Now, MUJI is an independent brand on its own that has over 7,500 products ranging from apparel and household goods to food items (Ryohin Keikaku, 2021a). Ryohin Keikaku is the organization that handles every step from the planning, development, and manufacture of MUJI goods to their distribution and sale. Hence, the brand “MUJI” also represents the company, and the two can be used interchangeably…

Keywords: Globalization; Asian Business/Management; Entrepreneurship; Strategy; Crisis; Marketing; Decision Sciences; Gaming; Automotive; K-Pop; Aviation Industry; Restaurant and Hospitality Management; Keiretsu; Chinese Management; Korean Management; General Business; Management; International Trade (search for similar items in EconPapers)
JEL-codes: D23 L26 M1 M16 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789811259340_0019 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789811259340_0019 (text/html)
Ebook Access is available upon purchase.

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:wsi:wschap:9789811259340_0019

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().