Abstract
The owner of the Muji brand of stores – Ryohin Keikaku Co., Ltd – has, since gaining its autonomy from the Seiyu department store chain in 1989, been developing and providing daily consumer necessities, such as apparel, household goods, and food items. The company's basic principle is to develop simple and novel products that are reasonably priced by making the best use of available materials and know-how.
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References
Muji (2010): Muji, www.muji.com.
Muji (2010): Muji, www.muji.eu/index.asp.
Ryohin Keikaku Co. Ltd. (2001): Anniversary Report 2000, Tokyo.
Ryohin Keikaku Co. Ltd. (2010): Investor's Guide 2009, Tokyo.
Ryohin Keikaku Co. Ltd. (2010): Annual Report 2009, Tokyo.
Ryohin Keikaku Co. Ltd. (2010): Business Information, Tokyo.
Ryohin Keikaku Co. Ltd. (2010): Data Book, Tokyo.
Ryohin Keikaku Co. Ltd. (2010): Muji: Latest News Release, www.ryohin-keikaku.jp/eng/.
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© 2011 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH
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Foscht, T., Sinha, I., Maloles, C., Schloffer, J. (2011). The Product and Branding Strategy of “Muji”. In: Zentes, J., Swoboda, B., Morschett, D. (eds) Fallstudien zum Internationalen Management. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-6793-0_30
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DOI: https://doi.org/10.1007/978-3-8349-6793-0_30
Publisher Name: Gabler Verlag, Wiesbaden
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