A Dual Sourcing Strategy:

• Ishii Ryuta

  Fukui Prefectural University, Japan

• Shiroishi Hidetoshi

  Tottori University, Japan

• Ono Akinori

  Keio University, Japan

Bibliographic Information

Other Title

• デュアル･ソーシング戦略
• Good Smile Company’s ‘Lucky Factory’ in Tottori, Japan
• ― グッドスマイルカンパニー楽月工場 ―

Abstract

Figures in the shape of anime characters attract fans all over the world. Good Smile Company is a leading company with a high market share in the figure industry. Because the production process of figures requires manual operations of skilled professionals, figure manufacturers outsource most of the process to overseas factories. However, in 2014, Good Smile Company established the “Lucky Factory” in Kurayoshi, Tottori and started producing some series of figures there. The strategy of simultaneously making and buying the same good or service is called a dual sourcing strategy. This paper shows that this strategy enables the company to not only improve quality and decrease the costs of the figures, but also to catch up on the latest production technologies and succeed in improving production efficiency and negotiating in detail with overseas factories.

Journal

• Japan Marketing Journal

  Japan Marketing Journal 40 (2), 83-93, 2020-09-29

  Japan Marketing Academy

Keywords

• Figures
• <i>Otaku</i> industry
• Make and buy
• Mechanization
• Attraction of enterprises

Details

• CRID: 1390848647554957952
• NII Article ID: 130007911415
• DOI: 10.7222/marketing.2020.051
• ISSN: 21881669
• ISSN: 03897265
• Web Site: https://www.jstage.jst.go.jp/article/marketing/40/2/40_2020.051/_pdf
• Text Lang: ja
• Data Source:
  • JaLC
  • Crossref
  • CiNii Articles
• Abstract License Flag: Disallowed