[in Japanese]

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[in Japanese]

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This study examines the roles of a local distributor in the co-creation of value in use in export food markets, using Japanʼs miso export to France as a case study. Grounded in service dominant logic, it conceptualizes value as co-created through use, while Institutional Theory is employed to analyze how such co-creation is influenced by the export marketʼs social context. The findings show that local distributors function as institutional mediators who interpret regulations, negotiate asymmetric retail power, and translate cultural meanings. These roles are critical for embedding foreign food products into everyday consumer practices and achieving sustainable market acceptance.

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