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Global Marketing by Small and Medium-sized Enterprises ─ The Case Study of Snow Peak Inc. ─
https://nsg.repo.nii.ac.jp/records/4852
https://nsg.repo.nii.ac.jp/records/48524f9c2245-2f23-4987-ac5e-a1c77b2cecaa
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
9(1)1-16.pdf (1.4 MB)
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| Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
|---|---|---|---|---|---|---|
| 公開日 | 2018-07-10 | |||||
| タイトル | ||||||
| タイトル | Global Marketing by Small and Medium-sized Enterprises ─ The Case Study of Snow Peak Inc. ─ | |||||
| 言語 | ||||||
| 言語 | eng | |||||
| 資源タイプ | ||||||
| 資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
| 資源タイプ | departmental bulletin paper | |||||
| Title in Japanese | ||||||
| 値 | Global Marketing by Small and Medium-sized Enterprises ─ The Case Study of Snow Peak Inc. ─ | |||||
| 著者 |
TOMIYAMA, Eiko
× TOMIYAMA, Eiko |
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| 内容記述 | ||||||
| 内容記述タイプ | Other | |||||
| 内容記述 | 1 Global Marketing by Small and Medium-sized Enterprises ─ The Case Study of Snow Peak Inc. ─ TOMIYAMA Eiko 1 Abstract Emerging economies in Asia and elsewhere are achieving remarkable growth, resulting in an ongoing rise in the standard of living there. At the same time, Japan’s population has been declining since 2011, a trend that is forecast to continue. Faced with declining domestic demand and changes in the industrial structure and market needs, a number of small and medium-sized enterprises (SMEs) have begun to look overseas for new markets as a means to ensure their survival. Tapping into overseas demand is essential to future corporate growth. Founded in 1958 and headquartered in the city of Sanjo, Niigata Prefecture, Snow Peak is a company that develops, manufactures, and sells outdoor lifestyle products. It began to export its products to the U.S.A. in 1996 and its net sales overseas have grown to account for approximately 20% of total net sales (actual figure for FY2016). This paper provides an overview of the history of Snow Peak’s overseas business expansion and analyzes its global marketing strategy from the perspective of Porter’s (1986) configuration/coordination framework. In analyzing its coordination strategy, this paper looks at not only the company’s global marketing strategy, but also its people strategy. Keywords: SME, global marketing, configuration, coordination, STP, 4P |
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| 書誌情報 |
事業創造大学院大学紀要 巻 ９, 号 １, p. 1-16, 発行日 2018-04 |
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| 出版者 | ||||||
| 出版者 | 事業創造大学院大学 | |||||
| ISSN | ||||||
| 収録物識別子タイプ | ISSN | |||||
| 収録物識別子 | 2185-4769 | |||||
| フォーマット | ||||||
| 内容記述タイプ | Other | |||||
| 内容記述 | application/pdf | |||||
| 著者版フラグ | ||||||
| 出版タイプ | VoR | |||||
| 出版タイプResource | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |||||
| 資源タイプ | ||||||
| 内容記述タイプ | Other | |||||
| 内容記述 | その他 | |||||
| 資源タイプ・NII | ||||||
| 値 | Departmental Bulletin Paper | |||||
| 資源タイプ・DCMI | ||||||
| 値 | text | |||||
