Abstract
This paper researches the localization of Japanese food service companies. When Japanese companies try to expand into oversea markets, every company needs to adjust the local environment to some extent. Especially, catch-down localization is defined as adjustment to the developing countries, while catch-up localization is defined as adjustment to the developed countries. There is differentiation in tasks to tackle between catch-down and catch-down localization. This paper mainly focuses on catch-down localization.
Some case studies revealed some aspects about localization of food service companies until now. However there exists the lack of consideration on the contents and classification of localization. Therefore, this paper elicits the framework on localization of food service companies, clarifies the strategic positioning of each company, and considers current status and issues of catch-down localization.
