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Aquest article estudia la innovació tecnològica i les noves estratègies de màrqueting que han permès les empreses d’indústries tradicionals continuar la seva existència en un entorn disruptiu. Com a estudi de cas, seguim un enfocament des de la història empresarial clàssica i els estudis de la indústria, centrant-nos en la indústria japonesa del te per analitzar com ha innovat per sobreviure en un entorn que ha canviat ràpidament durant les darreres cinc dècades. Basat en diversos recursos (dades oficials de l'Associació de la Indústria del Te, dades de patents i marques registrades, informes, entrevistes, etc.), aquest article emfatitza tres estratègies de màrqueting que van donar suport a la seva supervivència: desenvolupament de productes basat en la innovació tecnològica (transformació de la veritable naturalesa del te verd d'un producte bàsic a un producte de marca), gestió de marca (reposicionament d'alguns tes específics al creixent mercat de luxe) i internacionalització (expansió en mercats estrangers a través d'exportacions). Aquesta investigació també emfatitza el paper principal que juguen les grans companyies per donar suport a la transformació industrial., This paper studies the technological innovation and new marketing strategies that enabled firms from traditional industries to pursue their existence in a disruptive environment. As a case study, we follow an approach from classical business history and industry studies, focusing on the Japanese tea industry to analyse how it has innovated to survive in a fast-changing environment over the last five decades. Based on various resources (official data from Tea Industry Association, patents and trademark data, reports, interviews, etc.), this paper emphasises three marketing strategies that supported its survival: product development based on technological innovation (transformation of the true nature of green tea from a commodity to a branded good), brand management (repositioning of some specific teas in the growing luxury market) and internationalisation (expansion in foreign markets through exports). This research also emphasises the major role played by large corporations to support industrial transformation., Este artículo estudia la innovación tecnológica y las nuevas estrategias de marketing que han permitido a las empresas de industrias tradicionales continuar su existencia en un entorno disruptivo. Como estudio de caso, seguimos un enfoque desde la historia empresarial clásica y los estudios de la industria, centrándonos en la industria japonesa del té para analizar cómo ha innovado para sobrevivir en un entorno que ha cambiado rápidamente durante las últimas cinco décadas. Basado en varios recursos (datos oficiales de la Asociación de la Industria del Té, datos de patentes y marcas registradas, informes, entrevistas, etc.), este artículo enfatiza tres estrategias de marketing que respaldaron su supervivencia: desarrollo de productos basado en la innovación tecnológica (transformación de la verdadera naturaleza del té verde de un producto básico a un producto de marca), gestión de marca (reposicionamiento de algunos tés específicos en el creciente mercado de lujo) e internacionalización (expansión en mercados extranjeros a través de exportaciones). Esta investigación también enfatiza el papel principal que juegan las grandes compañías para apoyar la transformación industrial.

論文, This article discusses how dealers contributed to the formation of premium brands in the German car industry in the 1990s. Using literature on luxury business, it tackles the case of Audi to explore the changing role that dealers have played and their integration into Audi’s brand management strategy when the company became autonomous within the Volkswagen Group. The article demonstrates that dealers were not mere sellers of vehicles but rather places that transmitted experience value to customers. Like mono-brand stores in the luxury industry, Audi dealers were strongly integrated in the firm and physically embodied the brand through a standardized, worldwide architectural model.

Multinational enterprises (MNEs) from emerging countries have shown their ability to compete as latecomers against established enterprises in various industries. Such latecomers are known as “dragon multinationals” and much research has been conducted to analyze their behavior and competitive advantages. This paper focuses on the strategy implemented by the Korean automobile company Daewoo Motors to expand into the global market. Based on the international business literature on the emergence of multinational enterprises in emerging countries, this paper examines why Daewoo Motors invested first in developing economies such as Uzbekistan and Eastern Europe upon expanding into the global market. It discusses both the growth of foreign sales and the organization of overseas assembly plants. In addition, this paper explores the impact of investing in other emerging countries on the competitiveness of the firm and evaluates the potential risks of this approach.

論文, This article uses a quantitative analysis of patent applications to shed light on the dynamics of the global medtech industry between 1960 and 2014. It demonstrates the existence of three types of innovative companies that maintained their competitiveness over time: large multinationals in the electronics industry, large specialized medtech companies arising from mergers between startups; and traditional specialized SMEs. Moreover, the research illustrates the disappearance of nonspecialized manufacturing firms after the integration of electronics in the 1970s.