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1 The Strategies of Three Japanese Companies in Chinese Market: From the Viewpoint of Dilemma of Emerging Markets Strategy and its Resolution MORI, Masaki Chinese market is now a growing and attractive market for Japanese multinational companies. However, while Japanese companies are said to have high technology capabilities, there are a few successful cases in Chinese market. Japanese companies unsuccessful strategy in Chinese market is attributed to so-called dilemma of emerging markets strategy. This situation is similar to innovator s dilemma, and Japanese companies don t allocate enough resources to fill the needs in newly emerging markets, in which it is smaller and more risky comparing with developed markets. Furthermore, the more Japanese companies are in fierce competition to build a competitive advantage in developed markets, the more they cannot allocate enough resources for lower but emerging markets, and the more difficult to capture a share in these high growth markets. Based on three Japanese companies cases, this paper considers and prospects directions for rebuilding strategies of Japanese companies in Chinese market as one of emerging markets, from the viewpoint of dilemma of emerging markets strategy and its resolution. Chinese market, The innovator s dilemma, Emerging markets strategy, Japanese companies

2 IMF World Economic Outlook, April GDP GDP.,,,,,..,.

3 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 94.6% 80.8% 18.1% 16.4% 4.5% 8.8% 0.6% 1.9% 2.8% 0.3% 0.9% 6.6% 13.0% % 39.0% Euromonitor Euromonitor International % 42.7% 21.1% 38.0% 27.9% ( )

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22 - - ~ ~ JBIC - - Bartlett, C. A., and S. Ghoshal ( ), Managing Across Borders: The Transnational Solution, Harvard Business School Press. Christensen, C., ( ), The Innovator's Dilemma, Boston: Harvard Business School Press.

23 Doz, Y., Santos, J. and Williamson, P. ( ), From global to metanational: how companies win in the knowledge economy, Boston, MA: Harvard Business School Press. Hymer, S. ( ), The International Operations of National Firms: A Study of Direct Investment, Doctoral Dissertation, MIT. Hymer, S. and Rowthorn, R. ( ), Multinational Corporations and International Oligopoly: The non- American Challenge in Kindleberger, C. (ed.) The International Corporation: A Symposium, Cambridge, Mass.: The MIT Press, ch. : pp. -. Kindleberger, C.P. ( ), American Business Abroad, Yale University Press, New Haven JBIC - - a - b IMF World Economic Outlook, April JETRO president TOTO. TOTO today TOTO TOTO

24

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平成12年度 対日直接投資増加の理由と日本経済にもたらす影響に関する調査 第2章 対日投資と多国籍企業の戦略について OLI 2-1. 2-1-1. 10% 2-1-2. 20 Hymer 1960 1 2 2 1 Vernon 1966 Smith 1987 Jacquemin 1985 21 Buckley & Casson 1976 Teece 1977 arm s-length internalize 2-1-3. OLI 40 OLI Dunning 1979 2 OLI 3 O: Ownership specific

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