Abstract
This study investigates the internal factors of excessive product proliferation. Since empirical literature on product over-proliferation focused on how to optimize existing product portfolio, the causes of excessive product proliferation have so far attracted little attention. This study employs a case study of Shiseido, a famous Japanese cosmetics company, with particular attention to product proliferation in the Shiseido chain store channel, because external factors are mostly absent from this case. My results indicate that intra- and inter-organizational inertia affects product line management. Due to Shiseido’s effort in the 1990s, the company could maintain the advantage it and its cosmetics store channel held with much the strategy as had been used until the mid-1970s. This strengthen intra-organizational inertia at Shiseido. Inter-organizational inertia with cosmetics stores makes Shiseido’s strategic change more difficult, which causes excess proliferation.
Funding statement: Funding: Japan Society for the Promotion of Science, (Grant/Award Number: 15K17153, I06.
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Artikel in diesem Heft
- Frontmatter
- Research Articles
- Une lecture chinoise d’Arnold Toynbee: Zhang Junmai et le problème de la continuité historique de la culture chinoise
- An Interpretation of the Relationship between Chan-Buddhism and the State with Reference to the Monastic Code at the End of the Yuan Era
- Component Sharing Across Product Categories Leads to Functional Diversification: Evidence from the Japanese Digital Audio-Visual Products Market
- Fliehende Objekte: Rey Chows Beiträge zur postkolonialen Theorie
- Organizational Inertia and Excessive Product Proliferation
- The Chinese Sufi Wiqāyatullāh Ma Mingxin and the Construction of his Sanctity in Kitāb al-Jahrī
- Die frühesten türkischen Übersetzungen von Tausendundeiner Nacht und deren Bedeutung für die arabische Textgeschichte
- Zwischen dem Großen Erwählten und Westminster Überlegungen zum Demokratieverständnis von Aung San Suu Kyi
- Konferenzberichte – Rapports de conférence – Conference Reports
- Myanmarforschung 2015: Interdisziplinäre Tagung zur Vernetzung der deutschsprachigen Myanmarforschenden
- Rezensionen – Comptes rendus – Reviews
- Andreyev, Alexandre: The Myth of the Masters Revived. The Occult Lives of Nikolai and Elena Roerich
- Bo, Wang: Zhuangzi. Thinking through the Inner Chapters
- Clower, Jason: Late Works of Mou Zongsan – Selected Essays on Chinese Philosophy
- Green, Nile: Terrains of Exchange. Religious Economies of Global Islam
- Landry-Deron, Isabelle: La Chine des Ming et de Matteo Ricci (1552–1610). Le premier dialogue des savoirs avec l’Europe
- Meulenbeld, Mark R.E.: Demonic Warfare: Daoism, Territorial Networks, and the History of a Ming Novel
- Richter, Antje: Letters and Epistolary Culture in Early Medieval China
- Urio, Paolo/Ying, Yuan: L’émergence des ONG en Chine: Le changement du rôle de l’Etat-Parti
Artikel in diesem Heft
- Frontmatter
- Research Articles
- Une lecture chinoise d’Arnold Toynbee: Zhang Junmai et le problème de la continuité historique de la culture chinoise
- An Interpretation of the Relationship between Chan-Buddhism and the State with Reference to the Monastic Code at the End of the Yuan Era
- Component Sharing Across Product Categories Leads to Functional Diversification: Evidence from the Japanese Digital Audio-Visual Products Market
- Fliehende Objekte: Rey Chows Beiträge zur postkolonialen Theorie
- Organizational Inertia and Excessive Product Proliferation
- The Chinese Sufi Wiqāyatullāh Ma Mingxin and the Construction of his Sanctity in Kitāb al-Jahrī
- Die frühesten türkischen Übersetzungen von Tausendundeiner Nacht und deren Bedeutung für die arabische Textgeschichte
- Zwischen dem Großen Erwählten und Westminster Überlegungen zum Demokratieverständnis von Aung San Suu Kyi
- Konferenzberichte – Rapports de conférence – Conference Reports
- Myanmarforschung 2015: Interdisziplinäre Tagung zur Vernetzung der deutschsprachigen Myanmarforschenden
- Rezensionen – Comptes rendus – Reviews
- Andreyev, Alexandre: The Myth of the Masters Revived. The Occult Lives of Nikolai and Elena Roerich
- Bo, Wang: Zhuangzi. Thinking through the Inner Chapters
- Clower, Jason: Late Works of Mou Zongsan – Selected Essays on Chinese Philosophy
- Green, Nile: Terrains of Exchange. Religious Economies of Global Islam
- Landry-Deron, Isabelle: La Chine des Ming et de Matteo Ricci (1552–1610). Le premier dialogue des savoirs avec l’Europe
- Meulenbeld, Mark R.E.: Demonic Warfare: Daoism, Territorial Networks, and the History of a Ming Novel
- Richter, Antje: Letters and Epistolary Culture in Early Medieval China
- Urio, Paolo/Ying, Yuan: L’émergence des ONG en Chine: Le changement du rôle de l’Etat-Parti