Vietnam has been the target of many global retailers owing to its potential population and economic growth. Competition among international retailers in emerging markets such as Vietnam has attracted the attention of both practitioners and researchers. Against this background, this study observed and analyzed the battle between Thai and Japanese retailers, Vietnam’s two largest foreign retailers. To investigate how these two retailers build different competitive advantages in the Vietnamese market, the study applied the theory of dynamic marketing capabilities, which is especially appropriate for analyzing businesses in the changing environment of emerging countries. The research model of dynamic marketing capabilities comprises the following four dimensions: marketing planning, marketing implementation, relationship building and management, and technological adaptability. Using secondary data and in-depth interviews with Vietnamese consumers and representatives from both retailers, the research compared and contrasted the two businesses’ dynamic marketing capabilities, revealing the parallels and distinctions that provide each an edge in the marketplace. This study contributes to both business practice and academic research. This study provides many suggestions for foreign retailers conducting business in Vietnam and those planning to enter the Vietnamese market. In addition, it provides knowledge to Vietnamese domestic retailers and helps them understand their foreign competitors. In terms of academic contributions, it offers additional observations about dynamic marketing capabilities, which require further development in future research.

This study investigates the omni-channel shopping value, examining its connotations, influences, and outcomes. First, the current state of shopping value research is reviewed. Next, qualitative data is collected through in-depth interviews and analyzed using grounded theory. The findings reveal that omni-channel shopping value comprises three dimensions: utilitarian shopping value, hedonic shopping value, and social shopping value. A model of omni-channel shopping value is presented, highlighting the importance of perceived consistency in shaping customers’ perceptions.

This paper has clarified the impacts and challenges of the expansion of EV production in Asia, especially in China. From the perspective of Japan and Japanese automakers, which have had competitive advantages in gasoline vehicles, the threat of increased production of EV and challenges in the shift to EVs were examined. First, the growing interest in EVs from gasoline vehicles emphasizes environmental friendliness. However, it has made it clear that there is a strong intention by the Chinese government to change the game, aggressive responses by Chinese automakers, and further expansion of the market. However, in EV production, we must not only emphasize zero emissions during driving, but also refer to the emissions generated during the production phase. That also started the tightening of environmental regulations in automobile production in countries such as the United States and China. That also started the preferential treatment for EVs and NEVs, the fact that HVs are not included in eco-friendly vehicles and tend to be excluded, and the situation in which support is being given to domestic EV manufacturers while advocating stricter regulations. As a result, the number of EVs produced in China has increased, and there is also a desire to export overseas, and the situation is being fostered as one of the pillars of the industry. Japanese automakers are behind in EV development because they have achieved results with gasoline vehicles and HVs. He also started the change in the overseas market, where Japanese manufacturers had an overwhelming advantage, and the reluctance to adopt complete EV shift system. However, with the shift to EVs, there are also issues surrounding the EV itself, such as cruising range and storage battery development issues, as well as the expansion of charging facilities.

This paper looks at the current status of electric vehicles and the marketing strategies of major automakers in the Chinese market, where electric vehicles are rapidly gaining popularity. The auto industry is making significant efforts to decarbonize by shifting to electric vehicles. As the propelling force of a car shifts from the internal combustion engine to electric motors, the automotive business is being transformed as it enters new territory. This paper investigates the status of new energy vehicles (NEVs) in the Chinese market by looking at the country’s “big three” NEV makers: Li Auto, Xpeng, and NIO. The report gathers data to look at what kind of marketing initiatives are being taken by NEV makers in China’s turbulent auto market.

It is essential for companies to build the good relationships with the local communities in which they operate. Especially, the location-based retailers with large-scale commercial facilities, which have direct contact with residents, the public sector such as local governments, fire departments and police, and the commercial sector such as product vendors and tenants, have a mechanism to focus on solving the problem of local communities. This paper examines the case of AEON, which contributed to the creation of social institution through long-term CSR activities in Cambodia, where the country’s basic infrastructure was destroyed by the Pol Pot regime, and contributed to the creation of a new system through its business activities. The paper will clarify the background of this case, by paying attention for the management resources that AEON has cultivated by deepening its relationship with the local community since its founding, and the business mechanism as a location-based retailer.

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.

With the entry into force of the RCEP (Regional Comprehensive Economic Partnership Agreement) in January 2022, the share of Japan’s total trade with FTA (Free Trade Agreement) countries has reached approximately 80%. The question now is how Japanese companies will utilize FTAs. Under these circumstances, it is necessary to target the Asian market, where steady growth can be expected over the medium to long term. And to achieve that target, it is essential to utilize the FTAs concluded with Asia. In such situation, I conducted an interview survey to find out how companies headquartered in Ishikawa Prefecture, where I live, are using FTAs and what kind problems they are facing. This is the first study of an FTA that focuses on Ishikawa Prefecture. What issues can be raised in comparison with national surveys? We considered what kind of government support is expected.

This paper looks at the customer-contact marketing strategies in the Chinese market for Kosé’s Cosme Decorté. Cosme Decorté is implementing a marketing strategy emphasizing proactive customer contact with young women living in cities. The company is trying to resolve the issues facing young women by combining the characteristics of its internet and physical stores. The traditional distribution system for cosmetics has focused on physical stores. As a newer brand in the Chinese market, Kosé uses customer contact at its Internet and physical stores to penetrate the market with its Cosme Decorté brand. This report discusses the findings of data gathered by Cosme Decorté both through customer contact online and in physical stores.

The market size of the cross-border e-commerce is growing in China. The purpose of this study was to clarify the development of cross-border e-commerce in China and the characteristics of consumers’ purchasing behaviors. Firstly, the current status and development of cross-border e-commerce in China were reviewed. Secondly, the actual sales of Japanese food products in cross-border e-commerce and the relating issues were analyzed. Finally, the purchasing characteristics of Chinese consumers were identified.