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Bottom of Pyramid Strategies by MNEs and NGOs: A Case of UNIQLO

In: Base of the Pyramid and Business Process Outsourcing Strategies

Author

Listed:
  • Negishi Kanako

    (National Institute of Technology, Ube College)

Abstract

This study investigates how multinational enterprises (MNEs) in the complex global supply chain of the garment industry maintain sustainability. For this investigation, UNIQLO (Fast Retailing Ltd.: FR) was used as a case study. The working conditions in the garment industry have been dire. There is a need, therefore, for MNEs to accept their social responsibility and improve their global business model by incorporating the bottom of pyramid (BOP) concepts and adopting the social business model. This study explores the historical transitions of UNIQLO’s economic resilience, and the case of Grameen UNIQLO. The results reveal that despite external organizations (particularly MNEs and NGOs) supposedly working together, this was initially not the case. Even MNEs of developed countries would find it difficult to “leapfrog” into a state of total sustainability. In Bangladeshi production, there is a dual structure where employment conditions differ among the same Bangladeshi workers, depending on whether it is a Grameen UNIQLO or a production consignment factory. This study aims to contribute to the literature on sustainability in this global supply chain by MNEs.

Suggested Citation

  • Negishi Kanako, 2023. "Bottom of Pyramid Strategies by MNEs and NGOs: A Case of UNIQLO," Springer Books, in: Takabumi Hayashi & Hiroshi Hoshino & Yoshie Hori (ed.), Base of the Pyramid and Business Process Outsourcing Strategies, chapter 0, pages 97-115, Springer.
    • Handle: RePEc:spr:sprchp:978-981-19-8171-5_5
    DOI: 10.1007/978-981-19-8171-5_5
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