Ryohin Keikaku’s Indigenization Strategy and Individual Store Management : Case Studies of Naoetsu, Niigata Prefecture and Hakodate, Hokkaido

中谷 安男, NAKATANI Yasuo

doi:10.15002/00026461

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Other Title

良品計画の土着化と個店経営戦略 : 新潟県直江津と北海道函館のケーススタディ
リョウヒンケイカクノドチャクカトコテンケイエイセンリャク : ニイガタケンナオエツトホッカイドウハコダテノケーススタディ

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Description

It has been argued that Japan’s aging and declining population are draining local economies. However, the Japanese government has been unable to provide a clear solution, and local governments have likewise been unable to find a solution to the problem amid dwindling financial resources. Moreover, major companies headquartered in the capital have begun to withdraw from regions with shrinking markets in order to improve their operational efficiency. To remedy this situation, Ryohin Keikaku has partnered with local governments and local residents to introduce indigenization strategies and individual store management. By using case study approaches, this paper explores how the company manages its stores as essential community centers that involve local consumers. In particular, based on extensive interviews and field research, this report examines how community managers in Naoetsu, Niigata and Hakodate, Hokkaido overcame difficulties, integrated with residents, and built indispensable local brands.

Journal

経済志林

経済志林 90 (3･4), 123-153, 2023-03-28

法政大学経済学部学会