2023 Volume 26 Pages 55-65
Many Japanese retailers have entered the ASEAN market, but few have been successful. The research that has been continuously implemented on the Bangkok market up until this point shows that it is extremely likely that only a few companies will be successful if they expand overseas in the same business categories that have been successful in Japan. This is because the local market is looking for new types of businesses that are unavailable in the area and retailers that can offer unique experiences and concepts that online shopping cannot. Based on our awareness of the above issues, we believe that traditional marketing methods have their limitations in terms of Japanese businesses overcoming challenges and building successful models in the countries into which the Japanese businesses have expanded. Therefore, this study introduces an approach from a new form of marketing that co-creates value while interacting with customers in the local market. The purpose of the study was to examine the potential for future growth of Japanese retailers in the Bangkok market from a value co-creation marketing approach.
