Immature Brand Management of Electronics Retail Stores in Vietnam

Abstract

This paper discusses the immature brand management in electronic retail stores in Vietnam by conducting field research. Previous studies have suggested that Japanese companies find themselves in a predicament with other emerging markets, mainly because their products are relatively high in price. This paper presents the findings that such a predicament results from not only high pricing but also local stores' inabilities of underlining the high quality and functions of high-priced products. Therefore, to become successful, Japanese companies are required to lower their product prices as well as increase awareness and accurate understanding of the high quality and functions of the high-priced products using their sales channels.

Does CAGE framework predict COVID-19 infection?

“…For example, when a multinational company transfers its routine in its home country to foreign subsidiaries, they often need to adapt the routine to local culture (Oki, 2012). Also, in emerging countries, the advantages of multinational corporations in developed countries may not be appreciated in the local market (Oki, 2013). Furthermore, many studies quantitatively clarify the relationship between the distance between the home country and host countries and the performance of overseas subsidiaries (e.g., Konara & Shirodkar, 2018).…”

Inpatriation

“…There is ample scope for research on Japanese companies that have implemented a system for inpatriation for some time, as well as those that are newly implementing it. This may provide new solutions for many Japanese companies that are grappling with their strategies for emerging markets (Kim, 2013a;Li, 2009;Oki, 2013b).…”