A Study on the Application of the Theory of Co-opetition Strategy to the Construction of Channel Strategies in Emerging Southeast Asian Countries : The case of a Japanese food manufacturer's entry into the Indonesian market

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  • 協争戦略論の東南アジア新興国におけるチャネル戦略構築への援用に関する一考察 : 日系食品メーカーのインドネシア進出を例に
  • キョウソウセンリャクロン ノ トウナン アジア シンコウコク ニ オケル チャネル センリャク コウチク エ ノ エンヨウ ニ カンスル イチ コウサツ : ニッケイ ショクヒン メーカー ノ インドネシア シンシュツ オ レイ ニ

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The Southeast Asian food market, dominated by manufacturing-distribution conglomerates, has a rigid and specific distribution structure. This paper focuses on the theory of co-opetition strategy in order to formulate a new channel-building strategy theory for Japanese food manufacturers in emerging Southeast Asian countries. The possibility of applying the strategic framework and behavioural determinants in the theory of co-opetition strategy to channel-building strategy is discussed based on the case of a Japanese confectionery manufacturer in the South-East Asian market. As a result of the study, the applicability to the formulation of channel construction theory was shown, but further study issues were also clarified.

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