@article{oai:icu.repo.nii.ac.jp:00005457,
 author = {中野, 杏実 and 稲葉, 祐之},
 issue = {90},
 journal = {社会科学ジャーナル},
 month = {Mar},
 note = {Based on international marketing theories, this paper analyzes product diffusion processes of Japanese food companies in the U.S market. In recent years, Japanese food companies have been rapidly expanding overseas as the domestic market matures. However, the food industry is highly culturally sensitive and tastes vary largely depending on the market. Therefore, food export has an element to export culture and therefore it is assumed to be difficult to expand without common cultural background. This paper attempt to reveal the diffusion process of Japanese food product in the U.S. market by analyzing standardization-adaptation marketing strategies of each stage in the product life cycle. Two research questions are raised in this paper. One is “how are Japanese food companies doing standardization-adaptation marketing in the US market?”, and the other is “how is the marketing strategy changing according to the stage of advancement?”To answer these questions, this paper reviewed existing studies on global standardization-adaptation theories and those strategies in the food industry. The standardization-adaptation debate has yet to produce a logic of these simultaneous achievement and balance between them. Furthermore, in the case analysis of Japanese food companies in previous research, all of them were limited to individual case analysis, and there was no research that considered the standardization-adaptation strategy from the comparative analysis.In order to analyze product diffusion processes of Japanese food companies in the U.S. market, this paper conducted a comparative case study on marketing strategies of three Japanese food companies, Ajinomoto, Itoen, and Kikkoman. Their marketing strategies are analyzed from the perspective of the five stage model of product life cycle. Through analyses, effective marketing strategies in each stage of product life cycle while Japanese food companies expanded their the U.S market share were revealed.Theoretical implication of this paper suggested more generalizable logics on marketing strategies of food companies pursuing simultaneous achievement of standardization and adaptation in the US market with a new dynamic analytical framework. As a practical implication, this paper suggested a methodology on “exporting culture”, which was considered to be difficult due to the high regionality of taste.},
 pages = {51--76},
 title = {文化の輸出 : 日本食品企業の米国市場における商品普及プロセス},
 year = {2023}
}