2021 Volume 24 Pages 81-90
The purpose of this paper is to examine the factors that AEON, which originally Japanese local small-sized retailer, has grown to the large-scale global retailor to represent Japan, and developed its Asian business with JPY 760 billion of sales, by utilizing the organizational capabilities’ framework of Marketing Capabilities (MC). In the initial stage, the company had established the Inside-Out capabilities, which is the basis of management, such as financial discipline, HR and organization principle, and store development capabilities. In the next stage, the company had developed capabilities of devitrifications, shopping mall development, store scrap strategies in failure, and environmental and social contribution activities, through interacting with outside parties such as the US and UK retail business partners. These capabilities, called the Outside-In capabilities and the Spanning capabilities, which unites the Inside-out and Outside-In Capabilities, have promoted the AEON’s Asian business. The study is going to contribute for clarifying the factors to promote the internationalization of retail business by utilizing the MC framework.
