Yamaha’s International Management based on Product-Market Combination: Application of “4 Generic Mechanisms in Global Management (4GMGM)”

This study explores the applicability of a new international management model to Yamaha Corporation, a global leader in piano manufacturing. Specifically, it examines how Yamaha has employed various combinations of product and market strategies throughout its internationalization efforts. The model utilized in this analysis is the 4 Generic Mechanisms in Global Management (4GMGM). We reviewed Yamaha's strategic evolution from a “Localization strategy,” where it initially developed and sold pianos exclusively in the Japanese market, to a “Loc-balization strategy,” characterized by the development of digital pianos for international markets. Yamaha then progressed to a “Globalization strategy,” focusing on the development and worldwide sale of top-quality grand pianos. Finally, it adopted a “Glocalization strategy,” creating customized pianos with local musical sounds tailored to specific markets as a segment of its electric piano offerings. The study concluded that the 4GMGM model effectively explains Yamaha’s global strategies, as it emphasizes the simultaneous development of both product and market strategies during the internationalization process.