2018 年 7 巻 2 号 p. 281-286
This paper aims to suggest a new perspective so called ‘home country adaptation’ in addition to existing one in order to design or analyze emerging market strategies. A phrase of ‘home country adaptation’ is created by the author. It means that an adopted strategy in a foreign country matches with economic system of home country. The home country means a country where a targeted enterprise was born. Insistence that emerging market strategies need to be considered home country adaptation sounds paradoxical rather than insistence of the importance of local adaptation. However, according to the result of my case study, I found that a perspective of home country adaptation is useful. I explain this case study in a last half of my presentation. On the other hand, in a first half of my presentation, I review previous studies from different angles of strategies and discuss the difference between existing perspective and home country adaptation.