Immature Brand Management of Electronics Retail Stores in Vietnam
This paper discusses the immature brand management in electronic retail stores in Vietnam by conducting field research. Previous studies have suggested that Japanese companies find themselves in a predicament with other emerging markets, mainly because their products are relatively high in price. Th...
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Global Business Research Center
2013-04-01
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doaj-f51165c2f1f54417a7a179c9a161f5972021-03-21T09:12:48ZengGlobal Business Research CenterAnnals of Business Administrative Science1347-44641347-44562013-04-011229911010.7880/abas.12.99abasImmature Brand Management of Electronics Retail Stores in VietnamKiyohiro OKI0Faculty of Commerce, Kansai UniversityThis paper discusses the immature brand management in electronic retail stores in Vietnam by conducting field research. Previous studies have suggested that Japanese companies find themselves in a predicament with other emerging markets, mainly because their products are relatively high in price. This paper presents the findings that such a predicament results from not only high pricing but also local stores’ inabilities of underlining the high quality and functions of high-priced products. Therefore, to become successful, Japanese companies are required to lower their product prices as well as increase awareness and accurate understanding of the high quality and functions of the high-priced products using their sales channels.https://www.jstage.jst.go.jp/article/abas/12/2/12_99/_pdf/-char/enjapanese companiesemerging marketselectronic retail storesvietnambrand management |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Kiyohiro OKI |
spellingShingle |
Kiyohiro OKI Immature Brand Management of Electronics Retail Stores in Vietnam Annals of Business Administrative Science japanese companies emerging markets electronic retail stores vietnam brand management |
author_facet |
Kiyohiro OKI |
author_sort |
Kiyohiro OKI |
title |
Immature Brand Management of Electronics Retail Stores in Vietnam |
title_short |
Immature Brand Management of Electronics Retail Stores in Vietnam |
title_full |
Immature Brand Management of Electronics Retail Stores in Vietnam |
title_fullStr |
Immature Brand Management of Electronics Retail Stores in Vietnam |
title_full_unstemmed |
Immature Brand Management of Electronics Retail Stores in Vietnam |
title_sort |
immature brand management of electronics retail stores in vietnam |
publisher |
Global Business Research Center |
series |
Annals of Business Administrative Science |
issn |
1347-4464 1347-4456 |
publishDate |
2013-04-01 |
description |
This paper discusses the immature brand management in electronic retail stores in Vietnam by conducting field research. Previous studies have suggested that Japanese companies find themselves in a predicament with other emerging markets, mainly because their products are relatively high in price. This paper presents the findings that such a predicament results from not only high pricing but also local stores’ inabilities of underlining the high quality and functions of high-priced products. Therefore, to become successful, Japanese companies are required to lower their product prices as well as increase awareness and accurate understanding of the high quality and functions of the high-priced products using their sales channels. |
topic |
japanese companies emerging markets electronic retail stores vietnam brand management |
url |
https://www.jstage.jst.go.jp/article/abas/12/2/12_99/_pdf/-char/en |
work_keys_str_mv |
AT kiyohirooki immaturebrandmanagementofelectronicsretailstoresinvietnam |
_version_ |
1724211122706317312 |