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コークの味は国ごとに違うべきか

グローバル化というバズワードが飛び交っているし、学者の間でもグローバル化を「予言」し「警鐘を鳴らす」というのがやたらと気を引くけどまじめにデータを掘り下げていくとさほどグローバル化は進んでないよというお話。

移民に至っては実はピークから下がってくるくらいだし(ピークは1900年)、インターネットのおかげで海外情報が飛び交うかと思いきや、比率としては国内情報のシェアもガッツリ存在する。

例として出てくるのはコカコーラ。いわゆる代表的なグローバル企業だけど、実態をみるとグローバル化で語られている「世界はフラットであるはず」という前提とは大きく違う。

  • 日本は主要市場で最も利益率の高い市場
  • 一方でコーラは日本での売り上げはほんの一部
  • 売り上げの大半は、缶コーヒー・リアルゴールド・お茶など200種に上る商品
  • 日本だと自動販売機でたくさんの商品を並べねばならない
  • 日本人は新しい物好きなので毎年100種類もの商品を投入しなければならない
  • ジョージア缶コーヒーは本社の反対を押し切って製造販売会社が開発した商品。ジョージアにある本社が非協力的だったことへのあてつけに命名されたと言われている

自動販売機・缶コーヒー・お茶というどう考えても日本特有のマーケティングで成功を収めている。アメリカでの成功体験をそのまま規模の経済でスケールアウトしているのではないということがよくわかる。

ということで「この国での成功体験を世界にも通用させようぜ」という楽観論もウソだし「グローバル化で海外企業が力技で日本の企業をつぶしにかかる」という終末論もうそ。日本で通用している海外企業は日本企業とおなじかそれ以上に日本のことをちゃんと勉強して仕事をしている。

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