<p>    The globalization of consumption in recent years is promoting the cross-border movements of various goods (including services and business models). At the same time, we have confirmed many phenomena in which the meaning and value-in-use of border-crossing products differ considerably between the home market and the host market. In order to theoretically understand such phenomena, this paper surveys the discussion on value-in-use that developed in Japanese marketing studies in the 1990s, Additionally, it proposes a theoretical framework to explain the mechanisms of value-in-use generation by incorporating the concept of “market context” which the author has been advocating. <BR>    In this framework, value-in-use in the host market is thought to be generated by reconciling meaning-giving based on the context of the home market with meaning-giving based on the context of the host market. This “market context,” involves a combination of factors, such as nature, population, politics, economy, history, and religion. This creates a local sense of standards shared among consumers, which gives meaning in the sense of convenience, ease of use, and stylishness for goods. <BR>    Consequently, when considering the value-in-use of border-crossing products, the task is how to understand the meaning-giving of those products by the local sense of standards in the home market and in the host market, respectively.</p>