Incremental Growth Creation Mechanisms of Consumer Goods in a Low-Growth
Society: A Multi-Level Case Analysis of Japanese Industry, Firm and
Internationalization
Peng Zhongxiong1 Li Ruiliang2
(1.Faculty of Business Administration, University of Macau, Macao: 2.School of Digital Accounting & Finance,
Qingdao City University, Qingdao,Shandong)
Abstract: This paper examines how mature consumer markets create incremental growth under long-term low growth, population ageing and demand stratification. Based on an exploratory multi-levelcase study of the Japanese coffee industry, Kobayashi Pharmaceutical, and Ajinomoto's GNIP/KOKOPlus project, the study identifies a mechanism through which external constraints reshape problemstructures, firms articulate latent demand, build organizational innovation routines, educate marketsand re-embed capabilities in local contexts. The findings suggest that incremental growth in maturemarkets is not merely product innovation, but an organizational capability to transform implicitproblems into understandable, purchasable and repeatable consumption categories through demand reorganization. The study further highlights that demand reorganization should be constrained by aquality governance gate, since organized innovation capability does not automatically imply qualitygovernance capability.
Keywords: Low-growth Society Consumer Goods Growth Demand Reorganization organizational Innovation Localized Internationalization
[原文下載][Download PDF]
WeChatHotline
