@article{oai:sucra.repo.nii.ac.jp:00015044,
 author = {井原, 基},
 issue = {6},
 journal = {Working Paper Series},
 month = {Mar},
 note = {The aim of this paper is to reconsider the Japanese marketing system in historical perspective by analyzing the case of Kao Corporation and its history of overseas business, especially in Southeast Asia. Below, we introduce the development of Kao by focusing on its strength in the domestic market. Then, we look at its international expansion by examining representative overseas subsidiaries in Thailand, Taiwan and other regions. The target term is from 1957, when Kao started exporting to Southeast Asia after World War II, until the mid-2000s. As will be seen in this paper, Kao did not reproduce overseas the sales subsidiary system built in Japan without modifications. The construction of Kao’s distribution channels in Southeast Asia began from a dependence on joint venture partners, or selection of agencies, after which they soon began selling directly to retail stores after setting up their own branches. Although the sales skills required for direct sales were similar to those of the sales company system, there were differences in respect to organization. This paper shows the process of the international transfer of the marketing system and considers the reasons why the system abroad differed from its Japanese model, mainly from the viewpoint of the local subsidiaries., text, application/pdf},
 pages = {1--23},
 title = {Marketing in Southeast Asia : How Kao Corporation found new needs and survived in competitive market from 1950s until now},
 year = {2013},
 yomi = {イハラ, モトイ}
}