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Hyundai Motor Company's "Selective Focused Local Adaptation Strategy" from the Perspective of Global Marketing

Author

Listed:
  • Eiko Tomiyama

    (Graduate Institute for Entrepreneurial Studies)

  • Hiromi Shioji

    (Kyoto University)

Abstract

The number of vehicles produced and sold worldwide by Hyundai Motor Company is rapidly increasing. This paper aims to comprehensively clarify the methods it uses to gather information in emerging economies to create customer value. In addition, it examines the systematic product planning and development process through which designs from within and outside the company are reflected in specific products. Furthermore, it looks at how these designs are embodied as customer value in Hyundai Motor Company's integrated process through to marketing and sales. More specifically, it analyzes (1) the status of the selective focused local adaptation strategy; (2) the product development process; and (3) systems that facilitate product development aimed at local adaptation.

Suggested Citation

  • Eiko Tomiyama & Hiromi Shioji, 2015. "Hyundai Motor Company's "Selective Focused Local Adaptation Strategy" from the Perspective of Global Marketing," The Northeast Asian Economic Review, ERINA - Economic Research Institute for Northeast Asia, vol. 3(2), pages 69-80, October.
    • Handle: RePEc:eri:review:3:2:69-80
    as

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    References listed on IDEAS

    as
    1. Almeida, Heitor & Park, Sang Yong & Subrahmanyam, Marti G. & Wolfenzon, Daniel, 2011. "The structure and formation of business groups: Evidence from Korean chaebols," Journal of Financial Economics, Elsevier, vol. 99(2), pages 447-475, February.
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