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Satisfaction, and Behavioral Intention for Distinct

Segments, Journal of Quality Assurance in Hospitality & Tourism, Vol.4, No.3-4, pp.149-165.

Bieger, T. and C. Laesser (2002) Market Segmentation by Motivation: The Case of Switzerland, Journal of Travel Research, Vol. 41, pp.68-76.

Bigne, J. E., I. Sanchez and L. Andreu (2009) The Role of Variety Seeking in Short and Long Run Revisit

Intentions in Holiday Destinations, International Journal of Culture, Tourism and Hospitality Research,

Vol.3, No.2, pp.103-115.

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Segmentation Framework, Journal of Travel Research, Vol.23, No.2, pp.14-24.

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Jang, S. C., A. M. Morrisona, and J. T. OLeary (2002) Benefit segmentation of Japanese pleasure travelers to the USA and Canada: selecting target markets

based on the profitability and risk of individual market

segments, Tourism Marketing, Vol. 23, pp. 367-378.

Kamata, H. and Y. Misui (2015a) Why Do They Choose a Spa Destination? The Case of Japanese Spa Tourists, Tourism Economics, Vol.21, No.2, pp.283-305.

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Published by Elsevier, pp.412-438.

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1988 63

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2 Drucker, P. (1973) , Management: Tasks, Responsibilities, Practices, New York: Harper and Row, pp. 64-5

3 1990p.45-100

4 1990p.59

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II.


III.

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LEAF2012

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II. 2003 Martin Eberhard

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1

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15

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2010/12/31 72,603 94,908,370 26.63 2,527,409,893 0.00% 0.00%2011/12/31 280,148 104,530,305 28.56 2,985,385,511 0.01% 0.01%2012/12/31 466,666 114,214,274 33.87 3,868,437,460 0.01% 0.01%2013/12/31 606,878 123,090,990 150.429 18,516,454,535 0.00% 0.00%

PublicOffering Price(USD) Shares AdditionalPaid-InCapital(thUSD)June2010(IPO) 17 13,300,000 226,100Jun-11 28.76 6,095,000 172,403Oct-12 28.25 7,964,601 221,483May-13 92.2 3,902,862 353,639

3

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114 vol.42015

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116 vol.42015

Model S LEAF1.335

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5

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IT

500km

1 CEO BCGScenario 3: Acceleration http://www.bcg.com/documents/file15404.pdf

2 2015 1228km

3 Thiel et al. (2010) Energy Policy 38(2010), p.7145

4 Michael E. Porter Competitive Strategy, Free Press, 1998, p.127-129


6 https://www.youtube.com/watch?v=6HtlmNzqQdo

7 Rosenberg, L. J. and J. A. Czepeil (1983) A Marketing Approach to Customer Retention, Journal of Consumer Marketing, 1(1), pp.145-51

8 http://ir.teslamotors.com/secfiling.cfm?filingID=1193125-12-81990&CIK=1318605


10 http://blogs.wsj.com/corporate-intelligence/2013/10/31/in-many-of-americas-wealthiest-zipcodes-tesla-reigns-supreme/

11 Rogers, Everett M. (1962) Diffusion of Innovations Free Press of Glencoe, pp.282-283

12 Nathaniel S . Pearre et al . (2011) Electric vehicles: How much range is required for a days driving? Transportation Research Part C, 19(2011), pp.1117-1184

13 2010p.292

14 C (2012)p.52

15 C (2012)pp.228-229

16 C (2012)pp.232-233

17 http://www.teslamotors.com/supercharger (30 170 )

18 http://online.wsj.com/news/articles/SB10001424127887324049504578541902814606098

118 vol.42015

19 ht t p : //w w w. aut onews . c om /a r t i c l e / 2 014 0 3 01 /RETAIL/140229855/teslas-state-by-state-battle-with-dealers

20 http://www.slate.com/blogs/future_tense/2013/05/13/north_carolina_tesla_ban_bill_would_prevent_unfair_competition_with_car.html

21 http://jp.reuters.com/article/topNews/idJPTYE95A07M20130611

22 http://www.nedo.go.jp/content/100535728.pdf

23 http://www.mlit .go.jp/maritime/kaijireport/report_H23_12.pdf

24 2010

25 http://www.teslamotors.com/jp/about/press/releases/strategic-partnership-daimler-acquires-stake-tesla

26 http://www.bloomberg.com/news/2014-08-07/how-tesla-toyota-project-led-to-culture-clash-by-opposites-cars.html

27 http://online.wsj.com/articles/tesla-motors-says-it-will-allow-others-to-use-its-patents-1402594375

28 http://www.teslamotors.com/jp/about/press/releases/strategic-partnership-daimler-acquires-stake-tesla

29 http://www2.toyota.co.jp/jp/news/10/05/nt10_0511.html

30 http://www.teslamotors.com/about/press/releases/tesla-gets-loan-approval-us-department-energy

31 2012 Annual Report p.92 while interest expense during the year ended December 31, 2010 was primarily due to our loans under the DOE Loan Facility which we began accessing in 2010

32 http://ev.carmag.co.jp/special/2010/12/post-2.php

33 Pine , B. J. and Gilmore, J. H. (1999) The Experience Economy : Work is Theatre & Every Business a Stage, Harvard Business School Press

34 http://www2.deloitte.com/us/fast500.html

35 2013 10-KAutomotive sales = $1,997,786,0000

36 =100(150.429-23.89)23.89

37 http://www.consumerreports.org/cro/2014/02/2014-car-brand-perception-survey/index.htm

38 http://www.consumerreports.org/cro/2014/02/2014-car-brand-perception-survey/index.htm

39 HPNEDC502km (312 miles)

40 http://www.consumerreports.org/cro/2012/12/top-cars-in-our-tests/index.htmfueleconomy

41 ht tp : //www. sa ferca r.gov/ Veh ic le+Shoppers/ 5 -Star+Safety+Ratings/2011-Newer+Vehicles/Vehicle-Detail?vehicleId=8787

Michael E. Porter (1998) Competitive Strategy, Free Press

Nathaniel S. Pearre, Willett Kempton, Radall L. Guensler,

Vetri V. Elango (2011) Electric vehicles: How much range is required for a days driving? Transportation Research Part C, 19(2011), pp.1117-1184

Pine , B. J. and Gilmore, J. H. (1999) The Experience Economy : Work is Theatre & Every Business a Stage, Harvard Business School Press

Rosenberg, L. J. and J. A. Czepeil (1983) A Marketing Approach to Customer Retention, Journal of Consumer Marketing, 1(1), pp.145-51

Christian Thiel, Adolfo Perujo, Arnaud Mericier (2010) Cost and CO2 aspects of future vehicle option in Europe

under new energy policy scenarios, Energy Policy 38(2010), pp.7142-7151

(2007) --Vol. 65pp.1-14

2010

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BC

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2015

2012+

27

A

1 10023,2015

2 Botz-Bornstein2011201120102011 2012 20092010 2013 20092009

3 Place MarketingPlace BrandingKavaratzis, Warnaby, Ashworrth , 2015)

4 CityLifeNo.92fun town 2009

200915

5 , 2010

6 , 2012


, 2011

7 Microsoft Ecxel2010

8 2009p.32

9 2012 8AKB48 2015

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Branding, Routledge Advances In Regional Economics,

Science and policy.

Philip Kotler (2002) ,Marketing Places, Free Press

Mihails Kavaratzis, Gary Warnaby, Gregory

J.Ashworrth(Editors)(2015),Rethinking Place Branding-

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2015 WG ,pp.8-17

201332 4, pp.82-92

2014Vol.15,No.2, pp.4-9

2009 -22 7, pp.42-47

, 201059 , pp.23-34

vol.10,No.2, pp.83-85

, 201523 3, pp.131-141

2011EV39 ,pp.11-20

2012Zero Carbon Society ,pp.49-58

2009

, 2011- 60 ,pp.21-29

2009

2011 8 ,pp.103-110

2012Kawaii9 , pp.471-477

2012 /2 , pp.1-11

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134 vol.42015

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2010

2009 . I, 4 , pp.19-35

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2015 WG ,pp.2-7

2009CityLifeNo.92, pp.37-39

,2009

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2009CityLifeNo.92, pp.2-5

2015(GPCI) YEARBOOK 2014

2011 30 20119, , pp.30-65

, 20122--31 , pp.277-284

2013No.18, pp.35-37

(2006)


Cobrand

Cultural Differences in Cobrand Preference: The Influence of Dialectical Thinking

Cobranding is now becoming a popular brand strategy globally including Japan (Rao, Qu, and Ruekert 1999; Simonin and Ruth 1998). It involves two brands joining to launch a new offering. For example, Bic Camera and Uniqlo has jointly created a

bicqlo store, Tullys Coffee and ITO EN together opened a Marunouchi Caf-Kai store, and NTT Docomo and Lawson are planning to also create a cobrand store 1 . Furthermore, with the steady growth of private brands, cobranding between a retailers private brand and a leading brand, Seven Premium and Georgia (Coca-Cola Japan Company) for example , is now more common than before . Cobranding allows brands to access each others markets and leverage on each others strengths (Rao et al. 1999).

As the importance of cobranding became bigger, its research also grew. Past research on cobranding includes consumers react ions to cobrands (e.g., Kumar 2005; Park, Jun, and Shocker 1996; Swaminathan et al. 2015), cobrands spillover effects (e.g., Hariharan, Bezawada, and Talukdar 2015; Simonin and Ruth 1998), and cobrandings managerial decisions (e.g., Newmeyer, Venkatesh, and Chatterjee 2014). However, the vast majority of empirical research has been conducted in the U.S. market and little attention has been paid to the cobranding issues in non-U.S. cultures. Consumers from different cultures may vary in their preferences of cobrands.

This paper examines whether cu ltura l differences in cobrand preference can arise due to

136 vol.42015

Cobrand

cultural differences in styles of thinking. To do so, we rely on recent theory from cross-cultural psychology describing cultural differences in styles of thinking, namely dialectical thinking (Peng and Nisbett 1999; Spencer-Rodgers, Williams, and Peng 2010). Dialectical thinkers, who are more often members of East Asian than Western cultures, are inclined to expect change and tolerate contradiction. We suggest that this style of thinking influences the ways in which consumers from Eastern versus Western cultures judge cobrands, particularly when cobrands have strong associations to dual brand personality dimensions.

We test this premise in an online experiment that examines cultural differences in cobrands preference comparing East Asian (Japanese) and Western (U.S.) consumers. We find that East Asians prefer dual-personality (sincerity and competence) cobrand over single-personality (sincerity) cobrand; whereas Westerners prefer single-personality cobrand over dual-personality cobrand. The results also show that the Japanese participants are significantly more dialectical than the American participants, suggesting that Japanese are more likely to be tolerant with incongruity including dual-personality cobrands.

Our results contribute to branding literature by illuminating the possible cultural boundary of traditional branding theories that emphasize the effect of consistencies. Traditional branding literature argues, for example, that cobrands with brand personalities that do not fit well will be less favorably evaluated than those with brand personalities that are consistent (Monga and LauGesk 2008). However, our results show that there are cultural differences in consumers attitude toward inconsistencies in

cobranding. Further research is needed to determine whether the East Asians positive attitude toward inconsistencies are generalizable to other branding issues. In addition, research to clarify the positive effects of inconsistencies in brand management toward firm performance is necessary.

Notes

1 Sankei Shimbun, June 9, 2015.

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1.http://www.rakuten.co.jp/(2010 ) http://www.rakuten.co.jp/category/autogoods/(2010 )

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