グローバル戦略におけるコアと新規ビジネスモデルの調整－マルチスズキ

◊✲ࣀ࣮ࢺ
ࢢ࣮ࣟࣂࣝᡓ␎࡟࠾ࡅࡿࢥ࢔࡜᪂つࣅࢪࢿࢫࣔࢹࣝࡢㄪᩚ
࣐̿ࣝࢳࢫࢬ࢟࡜ࢫࢬ࢟̿
The Coordination between Core and New Business Model in Global
Strategy:
MarutiSuzuki and Suzuki
ⰱ ⃝
ᡂ ග
ASHIZAWA, Shigemitsu
(⋢ᕝ኱Ꮫ)
(Tamagawa University)
せ᪨
ᮏ✏ࡢㄢ㢟ࡣࠊࢢ࣮ࣟࣂࣝ௻ᴗ࡛ࡢࢥ࢔࡜࡞ࡿࣅࢪࢿࢫࣔࢹࣝࡢ⥔ᣢ࡜᪂ࡓ࡞ࣅࢪࢿࢫ
ࣔࢹࣝᙧᡂࢆྠ᫬୪⾜࡟㐍ࡵࡿࡇ࡜ࡀᅔ㞴࡛࠶ࡿࡇ࡜ࢆࠊ࣐ࣝࢳࢫࢬ࢟ࢆศᯒࡍࡿࡇ࡜࡛ࠊ
᫂ࡽ࠿࡟ࡍࡿࡇ࡜࡛࠶ࡿࠋࡲࡓᅔ㞴ࡢཎᅉࠊࡑࡋ࡚ᑐᛂ⟇ࢆ᫂ࡽ࠿࡟ࡍࡿࡇ࡜ࡀᮏ✏ࡢㄢ
㢟࡛࠶ࡿࠋศᯒどⅬࡣ㸰ࡘ࠶ࡿࠋ㸯ࡘࡣࣅࢪࢿࢫࣔࢹࣝㄽࡢどⅬ࡛࠶ࡿࠋᮏ✏࡛ࡣࢪࣙࣥ
ࢯࣥࡢᐃ⩏࡟ᚑࡗ࡚࠸ࡿࠋ➨㸰ࡢศᯒどⅬࡣࠊࣉࣛࣁࣛࢻ➼ࡢᨭ㓄ⓗ⌮ㄽ࡛࠶ࡿࠋ᪂ࡓ࡞
ࣅࢪࢿࢫࣔࢹࣝࢆᙧᡂࡍࡿ࡟ࡣࠊ᪂ࡓ࡞ᨭ㓄ⓗㄽ⌮ࡀᚲせ࡟࡞ࡿࠋࡲࡓࠊ࠸ࡗࡓࢇᏛ⩦ࡉ
ࢀࡿ࡜ࠊ▩┪ࡍࡿᨭ㓄ⓗㄽ⌮ࡢᙧᡂࢆᅔ㞴࡟ࡍࡿ≉ᛶࢆᣢࡘࠋࡑࢀࡣࠕኚ␗ࡢᢚᅽࠖ࡜࿧ࡤ
ࢀࡿࠋศᯒࡢ⤖ᯝࠊ᪂ࡓ࡞୰ᆺ㌴ࡢࣅࢪࢿࢫࣔࢹࣝᙧᡂࡣ㐜ࢀ࡚࠸ࡓࠋࡑࢀࡣᨭ㓄ⓗㄽ⌮ࡢ
ࠕኚ␗ࡢᢚᅽࠖࡀཎᅉ࡟࡞ࡗ࡚࠸ࡿࡇ࡜ࡀ᫂ࡽ࠿࡟࡞ࡗࡓࠋࡲࡓࠊࡑࢀ࡜ࡣู࡟ࠊ⤌⧊ෆ㊥
㞳ࡢၥ㢟ࡶ⏕ࡲࢀ࡚࠸ࡓࠋࡇࢀࡽࡢၥ㢟ඞ᭹࡟ࡣࠊ᪂ࡓ࡞⤒Ⴀ㝕࡜⌧ᆅ໬ࡀᚲせ࡛࠶ࡿࠋ
Abstract
The purpose of this article is to analyze the coordination between core business
model and new business model in MarutiSuzuki. There are two theoretical frameworks
in analyzing. The first theory is a business model theory and the second is a dominant
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logic theory. There are needs to create new dominant logic for new business model
according to a dominant logic theory. But there is variance suppression in changing of
dominant logic. In the result in analyzing, there are mainly two problems in creating
business model of mid-size automobile in MarutiSuzuki. The first problem is the delay
in introducing of new business model from variance suppression and second is the
problem of organizational distance in developing a mid-size automobile in Japan. The
solution presented is the promotion of new top management, holding new dominant
logic and delegation of authority to foreign affiliated company.
࣮࣮࢟࣡ࢻ
ࣅࢪࢿࢫࣔࢹࣝࠊᨭ㓄ⓗㄽ⌮ࠊኚ␗ࡢᢚᅽࠊࢢ࣮ࣟࣂࣝᡓ␎ࠊ⤌⧊ෆ㊥㞳
Keywords
Business
Model,
Dominant
Logic,
Variance
Suppression,
Global
Strategy,
Organizational Distance
㸯. ㄢ㢟࡜ศᯒࡢ⌮ㄽᯟ⤌ࡳ
ᮏ✏ࡢศᯒᑐ㇟ࡣࠊ࢖ࣥࢻ⮬ື㌴ᕷሙ᭱኱ࡢᕷሙࢩ࢙࢔ࢆ༨ࡵࡿ࣐ࣝࢳࢫࢬ࢟࡜ࡑࡢぶ
఍♫࡛࠶ࡿ᪥ᮏࡢࢫࢬ࡛࢟࠶ࡿࠋㄢ㢟ࡣࠊ࢖ࣥࢻ⮬ື㌴ᕷሙࡢᡂ㛗࡟క࠺ࠊࢫࢬ࢟ཬࡧ⌧
ᆅἲே࣐ࣝࢳࢫࢬ࢟ࡢ㍍࣭ᑠᆺ㌴ࡢࣅࢪࢿࢫࣔࢹࣝ࡜ࠊ᪂ࡓ࡞୰ᆺ㌴ࡢࣅࢪࢿࢫࣔࢹࣝᙧ
ᡂୖࡢၥ㢟࡜ᑐᛂ⟇ࢆ᫂ࡽ࠿࡟ࡍࡿࡇ࡜࡛࠶ࡿࠋࡇࡢศᯒ࡟ࡼࡗ࡚ࠊࢢ࣮ࣟࣂࣝ௻ᴗ࡛ࡢ
᪂ࡓ࡞ࣅࢪࢿࢫࣔࢹࣝᙧᡂୖࡢၥ㢟࡜ᑐᛂ⟇ࡀ᫂ࡽ࠿࡟࡛ࡁࡿࠋศᯒࡣ㸰ࡘࡢ⌮ㄽୖࡢど
Ⅼ࠿ࡽ⾜࠺ࠋ
➨ 㸯 ࡢ ศ ᯒ ど Ⅼ ࡣ ࠊ ࣅ ࢪ ࢿ ࢫ ࣔ ࢹ ࣝ (Business Model) ㄽ ࡢ ど Ⅼ ࡛ ࠶ ࡿ
(Amit&Zott,2012,Chesbrough,2010,Johnson,2010,Zott&Amit,2007,2008,㔝୰,2012)ࠋࣅ
ࢪࢿࢫࣔࢹࣝࡢᐃ⩏ࡣࠊලయⓗ࡞ᵓᡂせᅉࢆ♧ࡍࢪࣙࣥࢯࣥ(Johnson)ࡢ⪃࠼࡟ᚑ࠸ࠊ
ࠕ౯
್࿨㢟ࠊ㘽࡜࡞ࡿࣅࢪࢿࢫࣉࣟࢭࢫࠊ㘽࡜࡞ࡿ⤒Ⴀ㈨※࡜฼┈᪉⛬ᘧ࠿ࡽᵓᡂࡉࢀࡿࣅࢪ
ࢿࢫࡢ௙⤌ࡳࡢ⪃࠼ࠖ࡜ᐃ⩏ࡍࡿ(Johnson, 2010: 6-7)ࠋࢪࣙࣥࢯࣥ࡟ࡼࡿ࡜ࠊࢥ࢔஦ᴗ࡛
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ᡂຌࡋࠊ☜❧ࡉࢀࡓࣅࢪࢿࢫࣔࢹࣝࡀᏑᅾࡍࡿ௻ᴗ࡛ࡣࠊ␗࡞ࡿࣅࢪࢿࢫࣔࢹࣝࡢᡂຌࡣ
ᅔ㞴࡜ࡉࢀ࡚࠸ࡿ(Johnson, 2010)ࠋࡋ࠿ࡋࠊࢪࣙࣥࢯࣥࡣࠊࡑࡢཎᅉࢆ༑ศ࡟᫂ࡽ࠿࡟ࡣ
ࡋ࡚࠸࡞࠸ࠋᮏ✏࡛ࡣࠊࡇࡢၥ㢟ࡢཎᅉࢆࡉࡽ࡟㋃ࡳ㎸ࡳ᫂ࡽ࠿࡟ࡍࡿࡇ࡜ࢆㄢ㢟࡜ࡍࡿࠋ
ཎᅉࢆศᯒࡍࡿ⌮ㄽᯟ⤌ࡳ࡜ࡋ࡚ࠊḟࡢ➨㸰ࡢศᯒどⅬࢆ᥇⏝ࡍࡿࠋ
➨㸰ࡢศᯒどⅬࡣࠊ⤒Ⴀ⪅ࡢㄆ▱࡜࠸࠺どⅬ࡛࠶ࡿࠋࡇࡢㄆ▱ഃ㠃࠿ࡽศᯒࡍࡿ◊✲࡟
ࡣࠊᕷሙ࡟ᑐࡍࡿ⤒Ⴀ⪅ࡢᡓ␎ⓗㄆ㆑(strategic cognition)ㄽ࡜➇தㄆ㆑ㄽ(competitive
cognition)ㄽࡀ࠶ࡿ(Ginsberg,1989,1990, Hodgkinson,1997,2005)ࠋ࣓ࣥࢱࣝࣔࢹࣝࡣ⤒
Ⴀ⪅ࡢㄆ㆑ᯟ⤌ࡳࢆព࿡ࡋࠊㄆ▱ᚰ⌮Ꮫࡢࣇ࣮࣒ࣞ(frame)ࡸࢫ࣮࣐࢟(schema)ࢆព࿡ࡍ
ࡿࠋᡓ␎ศ㔝ࡢ୺ほⓗㅖ⌮ㄽࡢᇶ♏࡟࡞ࡗ࡚࠸ࡿࡢࡀࠊᨭ㓄ⓗㄽ⌮(dominant logic)ㄽ࡛࠶
ࡿ(Ginsberg,1989,1990, Hodgkinson,1997,2005)ࠋᨭ㓄ⓗㄽ⌮ࡣࠊ⤒Ⴀ⪅ಶேࡢ౯್ほ࡜
⤒㦂࠿ࡽᙧᡂࡉࢀࠊᕷሙ࡜஦ᴗࡢㄆ㆑ᯟ⤌ࡳ࡜ࡋ࡚ᶵ⬟ࡍࡿ(Prahalad& Bettis , 1986)ࠋ
ࡑࡋ࡚ࠕࢺࢵࣉ࣐ࢿࢪ࣓ࣥࢺ࡟ࡼࡗ࡚ඹ᭷ࡉࢀࡓㄆ▱࣐ࢵࣉ࡛࠶ࡾࠊᡓ␎ࡢ⪃࠼᪉ࢆ⾲ࡋ
࡚࠸ࡿࠋࡑࡋ࡚ࢺࢵࣉ࣐ࢿࢪ࣓ࣥࢺ࡟฼⏝ࡉࢀࡿࣉࣟࢭࢫ࡜ᡭẁ࡟ᐦ᥋࡟⤖ࡧࡘ࠸࡚࠸ࡿࠖ
(Bettis&Wong, 2003: 344 㡫)ࠋᨭ㓄ⓗㄽ⌮ࡣࠊ⤒Ⴀ⪅ࡀᐇ㊶ࡢ୰࡛⤒㦂ࡋ౯್ほ࡟ࡼࡾᙧ
ᡂࡋࡓㄽ⌮࡛࠶ࡿ(Prahalad&Bettis, 1986)ࠋࡇࡢᨭ㓄ⓗㄽ⌮ࡀ࣮࣋ࢫ࡜࡞ࡾࠊ࢔ࢼࣟࢪ࣮
࡟ࡼࡿ᥎ㄽࡀ⾜ࢃࢀࠊᡓ␎ࡶࡋࡃࡣࣅࢪࢿࢫࣔࢹࣝࡀ⪃࠼ฟࡉࢀ࡚࠸ࡿ
(Gavetti&Levinthal,2000,2005,Gavetti&Rivkin,2005,Holland,Holyoak,Nisbett&Thagard,1986,Holyoak&Thagard,1995)ࠋ
ࣉࣛࣁࣛࢻ➼(Prahalad&Bettis,1986, Bettis&Wong,2003)ࡢ⪃࠼࡟ࡼࡿ࡜ࠊ᪂ࡓ࡞≧ἣ
࡟ᑐᛂࡍࡿᡓ␎ᙧᡂ࡟ࡣࠊ᪂ࡓ࡞ᨭ㓄ⓗㄽ⌮ࡢᙧᡂࡀồࡵࡽࢀࡿࠋࡲࡓࠊᨭ㓄ⓗㄽ⌮ࡣ୍
᪦Ꮫ⩦ࡉࢀࡿ࡜ࠊࡑࡢኚ᭦ࡸ␗࡞ࡿᨭ㓄ⓗㄽ⌮ᙧᡂࢆᅔ㞴࡟ࡍࡿ≉ᛶࢆᣢࡗ࡚࠸ࡿࠋ࣋ࢸ
࢕ࢫ➼(Bettis&Wong,2003)ࡣࡇࢀࢆࠊ
ࠕኚ␗ࡢᢚᅽࠖ(variance suppression)࡜࿧ࢇ࡛࠸ࡿࠋ
ᨭ㓄ⓗㄽ⌮ࡣ୰ᚰ࡜࡞ࡿಶேࡢ౯್ほ࡟᰿ᕪࡋ࡚࠸ࡿࠋࡑࢀࡓࡵࠊ▩┪ࡍࡿ᪂ࡓ࡞ᨭ㓄ⓗ
ㄽ⌮ᙧᡂࡣᅔ㞴࡟࡞ࡿ(Bettis&Wong, 2003)ࠋ
ࣅࢪࢿࢫࣔࢹࣝࡢᵓᡂせᅉࡢ➨㸯ࡣࠊ౯್࿨㢟(value proposition)࡛࠶ࡿࠋ౯್࿨㢟࡜
ࡣࠊ
ࠕ㢳ᐈ࡟࡜ࡾ㔜せ࡞ၥ㢟ゎỴࡢࡓࡵࡢࠊᮍゎỴࡢࢪࣙࣈ࡛࠶ࡿࠋࡲࡓၥ㢟࠶ࡿ࠸ࡣࢪࣙ
ࣈ㐩ᡂࡢࡓࡵ࡟ࠊ〇ရࡸࢧ࣮ࣅࢫࡔࡅ࡛࡞ࡃࠊࡑࡢ㈍኎᪉ἲࡶྵࡵࠊᥦ౪ࡍࡿࡇ࡜ࠖ
(Johnson, 2010 : 26)࡛࠶ࡿࠋࡑࡋ࡚ࠕ୍᪦ࠊ⾜ࢃࢀࡿ࡭ࡁࢪࣙࣈࡢከᵝ࡞ഃ㠃ࢆ⌮ゎ࡛ࡁ
ࢀࡤࠊ⊂⮬࡟ࠊࡑࢀࢆ㐩ᡂࡍࡿᥦ౪ࡪࡘ(offering)ࢆࢹࢨ࢖࡛ࣥࡁࡿࠖ(Johnson, 2010: 28)ࠋ
ࡑࡢ㝿ࠊ୰ᚰⓗ⤒Ⴀ⪅ࡢ⊂⮬ࡢ⪃࠼ࡀ཯ᫎࡉࢀࡿ࡜⌮ゎࡍࡿࡇ࡜ࡀ࡛ࡁࡿࠋゝ࠸᥮࠼ࡿ࡜⤒
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Ⴀ⪅⮬㌟ࡢ౯್ほ࡜⤒㦂ࠊࡑࡋ࡚ヨ⾜㘒ㄗ࠿ࡽ౯್࿨㢟ࡣᙧᡂࡉࢀࡿࠋࡑࡢࡓࡵࠊ౯್࿨㢟
ࡢ㌿᥮ࡶࡋࡃࡣ㏣ຍ࡟ࡣࠊ᪂ࡓ࡞ᨭ㓄ⓗㄽ⌮ࢆᶍ⣴ࡍࡿᚲせࡀ࠶ࡿࠋࡑࡋ࡚ࠊ౯್࿨㢟ᐇ⌧
ࡢࡓࡵ࡟㘽࡜࡞ࡿࣅࢪࢿࢫࣉࣟࢭࢫ(key business processes)ࡀసࡽࢀ,ࡉࡽ࡟㘽࡜࡞ࡿ⤒
Ⴀ㈨※(key resources)࡜฼┈᪉⛬ᘧ(profit formula)࡟ලయ໬ࡉࢀࡿ(Johnson,2008,2011)ࠋ
௨ୗ࡛ࡣࠊ࣐ࣝࢳࢫࢬ࢟࡟࠾ࡅࡿ 4 ࡘࡢࣅࢪࢿࢫࣔࢹࣝᵓᡂせᅉẖ࡟᪂ࡓ࡞ࣅࢪࢿࢫࣔ
ࢹࣝᑟධ≧ἣࢆศᯒࡍࡿࠋࡑࡢࡓࡵࠊࡲࡎࠊ୰ᚰⓗ⤒Ⴀ⪅࡛࠶ࡿ㕥ᮌಟẶࡢᨭ㓄ⓗㄽ⌮ࢆ
᫂ࡽ࠿࡟ࡍࡿࠋḟ࡟ࠊㄪᰝ࡟ࡼࡗ࡚࢖ࣥࢻࡢ࣐ࣝࢳࢫࢬ࡛࢟ࡢࣅࢪࢿࢫࣔࢹࣝࡢᐇែࢆ᫂
ࡽ࠿࡟ࡍࡿࠋ᭱ᚋ࡟ࠊ4 せᅉẖ࡟ࠊᨭ㓄ⓗㄽ⌮ࡀ࡝ࡢࡼ࠺࡟ලయ໬ࡉࢀࠊࡲࡓ᪂ࡓ࡞ࣅࢪ
ࢿࢫࣔࢹࣝᑟධ≧ἣ࡜࡝ࡢࡼ࠺࡟㛵ಀࡍࡿࡢ࠿⪃ᐹࡍࡿࠋᇶ♏ࢹ࣮ࢱ࡟ࡣࠊ᪥ᮏࡢࢫࢬ࢟
ᮏ♫࡛ࡢ㸰ᅇࡢ࢖ࣥࢱࣅ࣮ࣗㄪᰝ⤖ᯝ࡜ࠊ࣐ࣝࢳࢫࢬ࡛࢟ࡢ㸯ᅇࡢ࢖ࣥࢱࣅ࣮ࣗㄪᰝཬࡧ
ᕤሙぢᏛࡢ⤖ᯝࠊࡑࡋ࡚ࢫࢬ࢟ཬ࣐ࣝࢳࢫࢬ࢟୧♫ࡢබ⾲㈨ᩱࢆ฼⏝ࡍࡿࠋ
2. 㕥ᮌಟẶࡢᨭ㓄ⓗㄽ⌮ࡢᙧᡂ
ࢫࢬ࢟୰⯆ࡢ♽࡛࠶ࡿ㕥ᮌಟẶࡣࠊࢫࢬ࢟ධ♫ᚋ♫ෆ࡛ࡶ㛩⫋࡟⨨࠿ࢀࠊࡑࡢᚋከࡃࡢ
⌧ሙ࡛⤒㦂ࢆ✚ࡳࠊࡑࡋ࡚⮬㌟ࡢ౯್ほ࠿ࡽࠊ⊂⮬ࡢᨭ㓄ⓗㄽ⌮ࢆᙧᡂࡋ࡚ࡁࡓࠋࡑࡢᨭ
㓄ⓗㄽ⌮ࡢ୰࡟ࡣࠊከࡃࡢࡶࡢࡀ࠶ࡿࠋࣅࢪࢿࢫࣔࢹࣝࡢ 4 せᅉࡑࢀࡒࢀ࡟ᑐᛂࡋ࡚ࠊᨭ
㓄ⓗㄽ⌮ࢆ㕥ᮌಟẶࡢ⮬ఏ࠿ࡽ௨ୗࡢࡼ࠺࡟ㄞࡳྲྀࡿࡇ࡜ࡀ࡛ࡁࡿ(㕥ᮌ, 2009)ࠋ
ࡲࡎࠊ౯್࿨㢟࡟㛵ࡋࠊ➨㸯ࡢ⪃࠼ࡀࠊࠕᑠ࣭ᑡ࣭㍍࣭▷࣭⨾ࠖࡢᨭ㓄ⓗㄽ⌮࡛࠶ࡿ(㕥
ᮌ, 2009)ࠋࠕ〇ရࡸ㒊ရࡣࡶࡕࢁࢇタഛࡲ࡛඲࡚ࢆྵࡵࠊ࠸࠿࡟ᑠࡉࡃࠊᑡ࡞ࡃࠊ㍍ࡃࠊ
▷ࡃࠊ⨾ࡋࡃࡍࡿ࠿ࡀࠊࢥࢫࢺపῶ࡜ࠊ࡛ࡁ࠶ࡀࡗࡓࢡ࣐ࣝࡢ⇞㈝ྥୖ࡜࡞ࡿࠖ࡜࠸࠺㌴
ࡢ⪃࠼ࢆ♧ࡍࡶࡢ࡛࠶ࡗࡓ(㕥ᮌ,2009: 265 㡫)ࠋࡉࡽ࡟ࠊࡑࡢ౯್࿨㢟ࢆᐇ⌧ࡍࡿ฼┈᪉
⛬ᘧ࡟㛵ࡋ࡚ࡣࠕᕤሙ࡟ࡣ࢝ࢿࡀⴠࡕ࡚࠸ࡿࠖ࡜࠸࠺ᨭ㓄ⓗㄽ⌮ࡀ࠶ࡿࠋࡇࡢᨭ㓄ⓗㄽ⌮
ࡣࠊ
ࠕ࣒ࢲࢆ๐ࢀࡤ๐ࡿࡔࡅࠊࡑࢀࡀ఍♫ࡢ฼┈ࢆᢲࡋୖࡆࠊ♫ဨࡸᰴ୺࡬㑏ඖࡉࢀࡿཎ㈨
ࡀቑ࠼ࡿࠖ(㕥ᮌ, 2009: 101 㡫)࡜ࡢ⪃࠼࡛࠶ࡿࠋࡉࡽ࡟ࠕϨ㒊ရࠊ1 ࢢ࣒ࣛࠊ1 ෇పῶ㺁ࡢ
ᨭ㓄ⓗㄽ⌮ࡀ࠶ࡿ(㕥ᮌ, 2009: 226 ㈉)ࠋ〇ရ㍍㔞໬ࡀࢥࢫࢺపୗࠊࡑࡋ࡚฼┈࡟⧅ࡀࡿ࡜
ࡢ⪃࠼࡛࠶ࡿࠋࡇࡢ㸰ࡘࡢ⪃࠼ࡀࠊ〇㐀ࡢ⌧ሙࢆ㔜どࡍࡿ฼┈᪉⛬ᘧࡢᇶᮏ࡟࡞ࡗ࡚࠸ࡿࠋ
ࡇࡢ㸰ࡘࡢᨭ㓄ⓗㄽ⌮ࡣ㕥ᮌಟẶ࡟ࡼࡗ࡚ᙧᡂࡉࢀࠊ1978 ᖺࡢ♫㛗ᑵ௵௨㝆ࠊ௚ࡢ➇ྜࡀ
㍍どࡍࡿ㍍⮬ື㌴ᕷሙ࡟ⓗࢆ⤠ࡾࠊᚭᗏࡋ࡚↓㥏ࢆ᤼㝖ࡋࡓ⤒Ⴀࢆ⏕ࡳฟࡍ୰࡛ᙧᡂࡉࢀ
࡚ࡁࡓ࡜⪃࠼ࡽࢀࡿࠋ
84
4
ḟ࡟ࠊࣅࢪࢿࢫࣉࣟࢭࢫ࡟㛵ࡍࡿᨭ㓄ⓗㄽ⌮࡜ࡋ࡚ࡣࠊ
ࠕ࡝ࡇࡢᅜ࡛ࡶ࠸࠸࠿ࡽ㸯␒࡟࡞
ࡾࡓ࠸ࠖ࡜࠸࠺⪃࠼ࡀ☜ㄆ࡛ࡁࡿࠋ1978 ᖺࡢ♫㛗ᑵ௵᫬ࠊ75 ᖺࡢ᤼࢞ࢫつไᑐᛂࡢኻᩋ
࡛⤒Ⴀࡢ༴ᶵࢆ㏄࠼ࡓࡀࠊከࡃࡢຓࡅ࡛ษࡾᢤࡅࡿࡇ࡜ࡀ࡛ࡁࡓࡀࠊ⏕⏘ࡣⴠࡕ㎸ࡳࠊᚑ
ᴗဨࡢኈẼࡣᾘỿࡋ࡚࠸ࡓࠋ
ࠕ࡞ࢇ࡜࠿ኈẼࢆୖࡆࡓ࠸ࠋ᪥ᮏ࡛ࢲ࣓࡞ࡽእᅜ࡛ࠊ࡝ࢇ࡞ᑠ
ࡉ࡞ᅜ࡛ࡶࡼ࠸࠿ࡽ࡜⇍៖ࡋࡓ࡜ࡇࢁࠊ⟅࠼ࡣ⡆༢ࠋࢡ࣐ࣝࢆ⏕⏘ࡋ࡚࠸࡞࠸ᅜ࡟⾜ࡅࡤࠊ
100 ྎ࡛ࡶ㸯఩࡟࡞ࢀࡿ࡜⪃࠼ࡓࠖ(㕥ᮌ, 2009: 255 㡫)࡜㕥ᮌẶࡣ㏙࡭࡚࠸ࡿࠋࡇࡢᨭ㓄
ⓗㄽ⌮࠿ࡽᾏእ㐍ฟࠊ≉࡟᪂⯆ᅜ࡬ࡢ㐍ฟࡢỴᐃࡀࡉࢀࡓࡢ࡛࠶ࡿࠋࡑࡢ㐍ฟඛࡢᅜࡢᕷ
ሙ࡛ࠊࢩ࢙࢔ 1 ␒࡟࡞ࡿࡇ࡜ࡀᚑᴗဨࡢពḧࢆᘬࡁฟࡍࡢ࡟኱ࡁࡃ㈉⊩࡛ࡁࡿ࡜ࡢ⪃࠼࡛
࠶ࡿࠋࡉࡽ࡟ࠊᕤሙ࡟ࡘ࠸࡚ࠊ㕥ᮌಟẶ࡟ࡣ࠸ࡃࡘ࠿ࡢᨭ㓄ⓗㄽ⌮ࡀ࠶ࡿࠋࡑࡢ➨ 1 ࡣࠕ㔜
ຊ࡜ගࡣࢱࢲࠖ࡜࠸࠺⪃࠼࡛࠶ࡿࠋ࡞ࢇ࡛ࡶࢥ࣮ࣥ࣋ࣖ໬ࠊ⮬ື໬ࡍࡿࡢࢆㄴࡵࡓᨭ㓄ⓗ
ㄽ⌮࡛࠶ࡿࠋࡲࡓ㺀ࢺࢵࣉࢲ࢘ࣥࡣࢥࢫࢺࢲ࢘ࣥ㺁࡜࠸࠺⪃࠼ࡀ☜ㄆ࡛ࡁࡿ(㕥ᮌ, 2009㸪159
㈉)ࠋ㆟ㄽ࡟ࡣ᫬㛫ࢆ࠿ࡅࡎࠊࢺࢵࣉࡀ༶Ỵᐃࡍࡿࡇ࡜࡛↓㥏࡞᫬㛫ࢆ࠿ࡅࡎࢥࢫࢺࢲ࢘ࣥ
࡟⤖ࡧࡘࡃ࡜ࡢ⪃࠼࡛࠶ࡿࠋࡋ࠿ࡋࠊ㘽࡜࡞ࡿ⤒Ⴀ㈨※࡟㛵ࡋ࡚ࡣ⮬ఏࠊⓎゝ➼࠿ࡽࡣࠊ
㕥ᮌಟẶࡢᨭ㓄ⓗㄽ⌮ࢆ☜ㄆ࡛ࡁ࡞࠿ࡗࡓࠋ
3. ࢫࢬ࢟ࡢᾏእᡓ␎ࡢ㌿᥮࡜࣐ࣝࢳࢫࢬ࢟ࡢࣅࢪࢿࢫࣔࢹࣝࡢ≧ἣ
3㸫1 ࢫࢬ࢟ࡢᾏእᡓ␎ࡢ㌿᥮
ࢫࢬ࢟ࡣࠊ2000 ᖺ௨㝆ࠊࢢ࣮ࣟࣂࣝᡓ␎ࡢࢱ࣮ࢤࢵࢺࢆඛ㐍ᅜࠊ≉࡟໭⡿࡜Ḣᕞࢆᑐ㇟
࡜ࡍࡿࡼ࠺࡟࡞ࡗࡓࠋࡑࡢࢱ࣮ࢤࢵࢺ࡟ᑐᛂࡋ࡚ࠊᑠᆺ㌴ࡔࡅ࡛࡞ࡃ୰ᆺ㌴ࡢᢞධࡀࡉࢀ
ࡿࡼ࠺࡟࡞ࡗࡓ1ࠋ㍍࣭ᑠᆺ㌴ࢆ୰ᚰ࡜ࡍࡿࣅࢪࢿࢫࣔࢹࣝࡀᚑ᮶ࡢࢫࢬ࢟ࡢ≉ᚩ࡛࠶ࡗࡓࠋ
ࡑࡋ࡚ࠊ
ࠕࢢ࣮ࣟࣂࣝᡓ␎࡜ࡋ࡚ࡣࠊࢫࢬ࢟ࡢᙉࡳ࡛࠶ࡿᑠᆺ㌴࡟㈨※ࢆ㞟୰ࡍࡿࠖ2ࡀࠊ
ࡑࡢ୍᪉࡛ࠊヨ㦂ⓗ࡟୰ᆺ㌴ࡢ㛤Ⓨ࣭⏕⏘ࢆ⾜࠺ࡼ࠺࡟࡞ࡗ࡚࠸ࡓࡢ࡛࠶ࡿࠋࡑࡢ୰ᆺ㌴
࡟㛵ࡋ࡚ࡣࠊ
௚♫࡜ࡢඹྠ㛤Ⓨ࡜ GM ࡢᨭ᥼࡟ࡼࡿ㛤Ⓨࡀ⾜ࢃࢀ࡚࠸ࡓࠋࡑࡢ⤖ᯝ࡜ࡋ࡚ࠊ
࣮࣐ࣜࣥࢩࣙࢵࢡᚋࠊ໭⡿ᕷሙࡢ኎ࡾୖࡆࡣ 1 ඙෇㏆ࡃᚋ㏥ࡋࡓࠋࡉࡽ࡟ࡣࠊ2012 ᖺ࡟
໭⡿ᕷሙ࠿ࡽࡢ஦ᐇୖࡢ᧔㏥ࡀỴᐃࡉࢀࠊ࢖ࣥࢻᕷሙࢆጞࡵ࡜ࡍࡿ࢔ࢪ࢔࡬࡜ࠊࢢ࣮ࣟࣂ
ࣝᡓ␎ࡢ㌿᥮ࡀࡉࢀࡓ(ࢫࢬ࢟ b, 2013)ࠋᚑ᮶ࡢ⤫ྜᆺࡢࢢ࣮ࣟࣂࣝᡓ␎ࡣ⥔ᣢࡋࡘࡘࠊ୍
᪉࡛࢖ࣥࢻ⌧ᆅ࡬ࡢ㐺ᛂᆺࡢᡓ␎࡬ࡢ㌿᥮ࡀ⾜ࢃࢀࡓࠋࡉࡽ࡟ࠊ࢖ࣥࢻ࡛⏕⏘ࡉࢀࡓ㌴ࢆࠊ
1
2
ࢫࢬ࢟ᮏ♫࢖ࣥࢱࣅ࣮࡛ࣗࡢ㕥ᮌྲྀ⥾ᙺࡢⓎゝࡼࡾࠋ
ࢫࢬ࢟ᮏ♫࢖ࣥࢱࣅ࣮࡛ࣗࡢ㕥ᮌྲྀ⥾ᙺࡢⓎゝࡼࡾࠋ
85
5
➨୕ᅜ࡬㍺ฟࡍࡿࢧࣖྲྀࡾᡓ␎ࡶᙉ໬ࡉࢀࡓࠋᑐᛂࡋ࡚ࠊࢫࢬ࢟ࡢࣅࢪࢿࢫࣔࢹࣝ࡟ࡶኚ
໬ࡀ⏕ࡲࢀࡓࠋ໭⡿ᕷሙ࡛ࡣᑠᆺ㌴ࡔࡅ࡛ࡢ㈍኎௦⌮ᗑࡢ☜ಖࡣ࡛ࡁ࡞࠿ࡗࡓࠋ⡿ᅜෆ࡛
ࡢ㈍኎௦⌮ᗑ⥙ࢆ⥔ᣢࡍࡿ࡟ࡣࠊᅛᐃ㈝㈇ᢸࡢࡓࡵࠊᑠᆺ㌴ࡔࡅ࡛࡞ࡃ୰ᆺ㌴ࡢᢞධࡀ୙
ྍḞ࡟࡞ࡾࠊࡑࡢ㛤Ⓨࡀ⾜ࢃࢀ࡚ࡁࡓ3ࠋࢫࢬ࢟ࡢ᪤Ꮡࡢ౯್࿨㢟ࡣࠊᏳ౯࡛ရ㉁ࡢ㧗࠸ᑠ
ࡉ࡞㌴ࢆࠊᗈࡃ♫఍࡬ᥦ౪ࡍࡿࡇ࡜࡛࠶ࡗࡓࠋࡋ࠿ࡋࠊ໭⡿ᕷሙࢆᑐ㇟࡟୰ᆺ㌴ࡢ㛤Ⓨ࣭
㍺ฟࢆ㐍ࡵࡊࡿࢆ࠼࡞࠿ࡗࡓࡢ࡛࠶ࡿࠋ2000 ᖺ௨㝆ᖺ㛫㸰㸮୓ྎつᶍࡢ㈍኎ࢆ┠ᣦࡋࠊ⌧
ᆅ௦⌮ᗑࡢᣑ኱࣭඘ᐇ࡟㈨※ࢆᢞධࡋࡓࠋࡑࡢ୰࡛ࠊ୰ᆺ㌴ SX㸲࡜ SUV ࡢࢢࣛࣥࣅࢱ࣮
ࣛ➼ࡢ㛤Ⓨࡀ⾜ࢃࢀࡓࠋSX4 ࡢ㛤Ⓨࡣࠊࣇ࢕࢔ࢵࢺ(Fiat)࡜ࡢඹྠ㛤Ⓨ࡛࠶ࡗࡓ4ࠋᾏእᕷ
ሙ࡟ྥࡅ࡚ࠊྜ⌮ⓗุ᩿࠿ࡽ᪂ࡓ࡟୰ᆺ㌴ࡢ㛤Ⓨࡀᚲせ࡟࡞ࡗ࡚࠸ࡓࡢ࡛࠶ࡿࠋ
3㸫2 ࣐ࣝࢳࢫࢬ࢟ࡢࣅࢪࢿࢫࣔࢹࣝࡢ⌧≧
2002 ᖺࠊ᪂ࡓ࡞⮬ື㌴⏘ᴗᨻ⟇ࡀ࢖ࣥࢻᨻᗓ࠿ࡽබ⾲ࡉࢀࡓ(MarutiSuzuki, 2003)ࠋ᪂
ᨻ⟇ࡢ┠ⓗࡣࠊㄪ࿴ⓗ࣭ẁ㝵ⓗ࡟ࠊᣢ⥆ⓗ࡞⮬ື㌴⏘ᴗࡢᡂ㛗ࢆಁ㐍ࡍࡿࡇ࡜࡛࠶ࡗࡓࠋ
⏘ᴗᨻ⟇ࡢ㌿᥮ࡣࠊ࣐ࣝࢳࢫࢬ࢟ࡢᡓ␎࡟኱ࡁ࡞ᙳ㡪ࢆ୚࠼ࡿࡇ࡜࡟࡞ࡗࡓࠋᾏእࡢ➇ྜ
࣓࣮࣮࢝ࡀ࢖ࣥࢻᕷሙ࡬ཧධࡍࡿࡼ࠺࡟࡞ࡗࡓࡢ࡛࠶ࡿࠋ࣐ࣝࢳࢫࢬ࢟ࡀᑐ㇟࡜ࡍࡿᑠᆺ
஌⏝㌴ศ㔝࡛ࡶ➇தࡢ⃭໬ࡀ㐍ࢇ࡛࠸ࡿࠋ࢖ࣥࢻᅜෆᕷሙࡢ➇த⃭໬࡟ᑐᛂࡋ࡚ࠊ᪂ࡓ࡞
୰ᆺ㌴ࡢࣅࢪࢿࢫࣔࢹࣝࡢᶍ⣴ࡀ㒊ศⓗ࡟ጞࡵࡽࢀ࡚࠸ࡓࠋ
(㸯)᪂ࡓ࡞౯್࿨㢟ࡢᶍ⣴
ࢫࢬ࢟ࡀ࢖ࣥࢻ࡬㐍ฟࡋࡓᙜึࠊࢫࢬ࢟ࡢᣢࡘ㍍⮬ື㌴ࡢ〇㐀ᢏ⾡࡜㛤Ⓨຊࡣࠊ࢖ࣥࢻ
⮬ື㌴ᕷሙࡢ㟂せ≧ἣ࡟㐺ྜࡋ࡚࠸ࡓ(MarutiSuzuki, 2001)ࠋࡋ࠿ࡋࠊ2000 ᖺᗘࠊ㉥Ꮠ࡟
㌿ⴠࡋ࡚࠸ࡿࠋࡇࡢ஦ែ࡟ᑐࡋ࡚࣐ࣝࢳࢫࢬ࢟ࡣࠊ➨㸯࡟೵ࡍࡿ࢖ࣥࢻᅜෆᕷሙ࡛ࡢ㈍
኎ᩘ㔞ࢆᅇ᚟ࡍࡿࠋ➨㸰࡟ࠊ≉࡟ရ㉁࡟ὀ┠ࡋ࡚ᕤሙࡢ⌧ሙ࡛ඃࢀࡓᐇ㊶࡟ࡼࡗ࡚ࠊ〇㐀
ࢥࢫࢺࢆ๐ῶࡍࡿࠋ➨㸱࡟ࠊ✚ᴟⓗ࡟⌧ᆅ໬ࢆ㐍ࡵࠊࡲࡓࣂ࣮ࣜࣗศᯒࠊࣂ࣮࢚ࣜࣗࣥࢪ
ࢽ࢔ࣜࣥࢢࠊඃࢀࡓᅾᗜ⟶⌮࡟ࡼࡗ࡚㒊ရࢥࢫࢺࢆ๐ῶࡍࡿ(MarutiSuzuki, 2001: 6)ࠋ௨
ୖ㸱ࡘࡢᡓ␎ࢆᥖࡆ࡚࠸ࡓࠋࡲࡓࠊ࢖ࣥࢻᅜෆࡢ⮬ື㌴ᕷሙ࡛ࡣ⾲ 1 ࡢࡼ࠺࡟ࠊᡤᚓỈ‽
ࡢྥୖ࡟క࠸ࠊᑠᆺ㌴࣭୰ᆺ㌴ࢆồࡵࡿ㢳ᐈࢭࢢ࣓ࣥࢺࡀ⏕ࡲࢀ࡚࠸ࡓࠋኚ໬࡟ᑐᛂࡋࠊ
࣐ࣝࢳࢫࢬ࡛࢟ࡣ㍍⮬ື㌴ࡢ࣐ࣝࢳ 800 ࢆ୰ᚰ࡟〇㐀࣭㈍኎ࢆ⾜ࡗ࡚࠸ࡓࡀࠊᑡࡋ኱ࡁ࠸
ᑠᆺ㌴୰ᚰࡢ〇ရᵓᡂ࡬࡜㌿᥮ࡀ㐍ࡵࡽࢀࡓ(MarutiSuzuki, 2001)ࠋ
3
4
ࢫࢬ࢟ᮏ♫࢖ࣥࢱࣅ࣮࡛ࣗࡢ㕥ᮌྲྀ⥾ᙺࡢⓎゝࡼࡾࠋ
ࢫࢬ࢟ᮏ♫࢖ࣥࢱࣅ࣮࡛ࣗࡢ㕥ᮌྲྀ⥾ᙺࡢⓎゝࡼࡾࠋ
86
6
⾲㸯: ࢖ࣥࢻ஌⏝㌴ᕷሙ࡟࠾ࡅࡿࢭࢢ࣓ࣥࢺู㈍኎ྎᩘ᥎⛣
ࢭࢢ࣓ࣥࢺ
A1: Mini
2004
132,706(16,53)
2005
2006
2007
91,865(10,76)
85,401(8,34)
71,102(6,03)
2008
54,875(4,56)
A2: Compact
469,844(58,52)
552,794(64,78)
693,916(67,78)
842,474(71,50)
A3: Mid-size
172,153(21,44)
174,555(20,45)
201,615(19,69)
214,444(18,20)
238,709(19,87)
42,536(3,61)
35,110(2,92)
A4: Executive
22,272(2,77)
A5: Premium
5,674(0,7)
6,236(0,74)
A6: Luxury
126(0,01)
159(0,01)
ྜィ
802,775
27,714(3,24)
36,687(3,58)
5,818(0,56)
288(0,02)
853,323
1,023,725
864,318(71,95)
6,906(0,58)
662(0,05)
1,178,124
7,310(0,6)
856(0,07)
1,201,178
*ᣓᘼෆࡣྛᖺḟ࡟࠾ࡅࡿ஌⏝㌴࡟༨ࡵࡿࢭࢢ࣓ࣥࢺࡢⓒศẚࠊ*Mini ࡣ㍍⮬ື㌴ࠊCompact ࡣᑠᆺ㌴ࠊMid-size
ࡣ୰ᆺ㌴ࠊExecutive ࡣ㧗⣭୰ᆺ㌴ࠊPremium ࡣ኱ᆺ㌴ࠊLuxury ࡣ㉸㧗⣭㌴࡟ヱᙜࡍࡿࠋ
ฟ඾: ࢖ࣥࢻ⮬ື㌴ᕤᴗ఍(SIAM)㈨ᩱࡼࡾసᡂ
ࡲࡓࠊᑐ㇟እ࡛࠶ࡗࡓ୰ᆺ㌴ᕷሙ࡬ࡢᑐᛂࡢࡓࡵ SX4ࠊࢫ࢖ࣇࢺࢹࢨ࢖࢔(ࢫ࢖ࣇࢺࢆࢭࢲ
ࣥ࡬ᨵⰋࡋࡓ㌴)࡜࠸࠺୰ᆺ㌴ࡀᢞධࡉࢀࡿࡼ࠺࡟࡞ࡗ࡚࠸ࡿࠋSX4 ࡣࣇ࢕࢔ࢵࢺ࡜ඹྠ㛤
Ⓨࡉࢀࠊࡲࡓࢫ࢖ࣇࢺࢹࢨ࢖࢔ࡣࠊᑠᆺ㌴ࡢࢫ࢖ࣇࢺࢆ࢖ࣥࢻ࡛ࢭࢲࣥ࡟ᨵⰋࡋࡓ㌴࡛࠶
ࡗࡓࠋࡉࡽ࡟ࠊࢫ࢖ࣇࢺࢹࢨ࢖࢔ࡼࡾࡶ኱ࡁ࠸୰ᆺ㧗⣭ࢭࢲࣥࡢ࢟ࢨࢩࡀ᪥ᮏ࡛⊂⮬㛤Ⓨ
ࡉࢀࠊ࢖ࣥࢻ࡛ࡶ㈍኎ࡉࢀࡓࠋࡋ࠿ࡋὀᩥ⏕⏘࡟㝈ᐃࡉࢀࠊ⏕⏘ࡣᙜ㠃ࠊ᪥ᮏࡢࢫࢬ࡛࢟
⾜ࢃࢀࠊ᏶ᡂ㌴ࢆ࢖ࣥࢻ࡬㍺ฟࡍࡿࡇ࡜࡟࡞ࡗ࡚࠸ࡿ(᪥⤒⏘ᴗ, 2010)ࠋ࣐ࣝࢳࢫࢬ࢟ࡢ᭱
᪂ࡢ㈍኎≧ἣࡣ⾲㸰࡟♧ࡉࢀࡿࠋࡇࡢ⾲࠿ࡽࠊ୰ᆺ㌴ࡣ኎ࡾୖࡆࡢ 20㸣ࢆ༨ࡵ࡚࠸ࡿࡇ࡜
ࡀศ࠿ࡿࠋࡋ࠿ࡋࠊࢫࢬ࢟࠾ࡼࡧ࣐ࣝࢳࢫࢬ࢟࡟࠾ࡅࡿ୰ᆺ㌴ࡢ౯್࿨㢟࡟ࡘ࠸࡚ࡣࠊ࣐
ࣝࢳࢫࢬ࢟࠾ࡼࡧࢫࢬ࢟ᮏ♫࡛ࡢ࢖ࣥࢱࣅ࣮ࣗ࠿ࡽࡣ᫂☜࡟♧ࡉࢀ࡞࠿ࡗࡓࠋ
(2)฼┈᪉⛬ᘧࡢ㌿᥮
࢖ࣥࢻᕷሙࡢᛴ㏿࡞ኚ໬ࡢ୰࡛୰㛫ᡤᚓᒙࡀቑຍࡋࠊ㍍࣭ᑠᆺ㌴ࡢ௚࡟୰ᆺ㌴ࡢ㈍኎ࠊ
ࡑࡢ⥔ᣢ࣭⿵ಟࢧ࣮ࣅࢫ஦ᴗ࡬ࡢ㌿᥮ࡀィ⏬ࡉࢀ࡚࠸ࡓࠋࡑࡢࡓࡵ࡟ࠊ࣐ࣝࢳࢫࢬ࢟ࡣ⊂
⮬ࡢ㛤Ⓨ㒊㛛ࢆ࢖ࣥࢻᅜෆ࡟⨨ࡁࠊ⌧ᆅࡢࢽ࣮ࢬ࡟㐺ྜࡍࡿᑠᆺ㌴㛤Ⓨࢆ┠ᣦࡋ࡚࠸ࡓࠋ
ࡋ࠿ࡋࠊ୰ᆺ㌴࡟ࡘ࠸࡚ࡣࠊࡑࡢィ⏬ࡣࡲࡔ᫂☜࡟ࡣ࡞ࡗ࡚࠸࡞࠿ࡗࡓࠋ㈍኎ࡶࢹ࢕࣮ࣛ
⥙ࢆ฼⏝ࡍࡿᚑ᮶ࡢࡸࡾ᪉࠿ࡽ㌿᥮ࡋࠊ⊂⮬ࡢ㈍኎⥙ࢆᩚഛࡍࡿྲྀࡾ⤌ࡳࡀィ⏬ࡉࢀ࡚࠸
ࡓࠋࡘࡲࡾࠊ〇㐀ࡔࡅ࡛࡞ࡃࠊ㛤Ⓨ࡜㈍኎ࠊࡑࡋ࡚࢔ࣇࢱ࣮ࢧ࣮ࣅࢫ࡛ࡢ฼┈⋓ᚓࡶィ⏬
87
7
ࡉࢀࡿࡼ࠺࡟࡞ࡗ࡚࠸ࡓࡢ࡛࠶ࡿࠋᏳ౯࡞㌴ࢆᥦ౪ࡋࠊ฼┈ࢆ⋓ᚓࡍࡿࡔࡅ࡛ࡣ࡞ࡃࠊู
ࡢ฼┈⋓ᚓࡢ᪋⟇ࡀィ⏬ࡉࢀࡿẁ㝵࡟࡞ࡗ࡚࠸ࡓࠋ
⾲ 2: ࣐ࣝࢳࢫࢬ࢟ 2012 ᖺᗘࡢ㌴✀ู㈍኎≧ἣ
㍍⮬ື㌴: ࣐ࣝࢳ 800ࠊ࢔ࣝࢺࠊA ࢫࢱ࣮ࠊ
࣡ࢦࣥ Rࠊ
687,871(79,58)
ᑠᆺ㌴:
ࢫ࢖ࣇࢺࠊ࢚ࢫࢸ࢕ࣟࠊࣜࢵࢶ
୰ᆺ㌴:
ࢫ࢖ࣇࢺࢹࢨ࢖࢔ࠊSX㸲ࠊ
࢚ࢢࢮࢡࢸ࢕ࣈ:
࢟ࢨࢩ
176,278(20,46)
188(0,02)
ྜィ
864,337(100)
*ከ┠ⓗ㌴ࡣ㝖ࡃࠋᩘ್ࡣྎᩘ࡛ࠊ࢝ࢵࢥෆࡣ㸣ࢆ♧ࡍࠋ
ฟ඾: ࣐ࣝࢳࢫࢬ࢟ 2012 ᖺᗘ Annual Report ࡼࡾసᡂ
(3)㘽࡜࡞ࡿࣅࢪࢿࢫࣉࣟࢭࢫࡢ㌿᥮
➨㸯࡟ࠊ࣐ࣝࢳࢫࢬ࡛࢟ࡣ㛤Ⓨᶵ⬟ࡢ⌧ᆅ໬ࡀ㐍ࡵࡽࢀ࡚࠸ࡓࠋ2002 ᖺ࡟ࡣࠊ࣐ࣝࢳࢫ
ࢬ࢟ࡢ඲♫ࣅࢪࣙࣥ࡟ᑐᛂࡋࠊ◊✲㛤Ⓨ㒊㛛ࡢࣅࢪࣙࣥࡀసࡽࢀ࡚࠸ࡿࠋࡑࡢࣅࢪࣙࣥࡣࠊ
ࠕᡃࠎࡢ࢚ࣥࢪࢽ࢔ࣜࣥࢢᢏ⬟ࢆᵓ⠏ࡋࠊ㌴ࡢタィ࡜㛤Ⓨࢆ㏻ࡋ࡚࢖ࣥࢻᅜẸ࡟႐ࡧࢆᥦ
౪ࡋࠊ࣐ࣝࢳࢫࢬ࢟ࡀࢫࢬ࢟ࡢ᪥ᮏ௨እࡢ࢔ࢪ࢔࡛ࡢ◊✲㛤Ⓨࡢ୰᰾࡜࡞ࡿࡇ࡜࡛࠶ࡿࠖ
(MarutiSuzuki, 2009: 33)ࠋࡇࡢࣅࢪࣙࣥࢆ㐩ᡂࡍࡿࡓࡵࠊ௨ୗࡢ 4 ࡘࡢᡓ␎┠ᶆࡀタᐃ
ࡉࢀ࡚࠸ࡿࠋ
ࠕձ〇ရࢹࢨ࢖ࣥ࡜㛤Ⓨ: ࢥࣥࢭࣉࢺ࣮࢝ࠊ᪂ࣔࢹࣝ࡜࣐࢖ࢼ࣮ࢳ࢙ࣥࢪࡢᑟ
ධղ࢚ࣥࢪࢽ࢔ࣜࣥࢢ⬟ຊࡢ㛤Ⓨ: ඲㠃ⓗ࡞࣎ࢹ࢖ኚ᭦ࡢタィ࡜㛤Ⓨ࡟⥆ࡅ࡚ࠊ᪂ࣉࣛࢵ
ࢺ࣮࣒࣍ࡢ㛤Ⓨࢆ⾜࠺ࠋճࢥࢫࢺ⟶⌮: ࣔࢹࣝ㛤Ⓨ࡟ྜࢃࡏࡓ┠ᶆࢥࢫࢺࡢタᐃմ௦᭰⇞
ᩱࡢ㛤Ⓨ: ప᤼ฟ㔞࡜⇞ᩱࡢ⤒῭ᛶ࡟ᑐᛂࡍࡿᮍ᮶ࡢせㄳ࡬ࡢᑐᛂࠖ(MarutiSuzuki,
2009: 33)ࠋࡇࡢ 4 ࡘࡢᡓ␎┠ᶆ㐩ᡂ࡟ࡣࠊ௨ୗࡢ᪋⟇ࡀᚲせ࡛࠶ࡿࡇ࡜ࡶ᫂ࡽ࠿࡟ࡉࢀ࡚
࠸ࡿࠋձࡍ࡭࡚ࡢ㌴࡟ࡘ࠸࡚ࠊ♫ෆ࡛ࡢタィࠊ㛤Ⓨࠊホ౯ࡢᐇ᪋ࠊղ࢚ࣥࢪࢽ࢔ࡢࢺ࣮ࣞ
ࢽࣥࢢ(ᾏእ࡜♫ෆ࡛ࡢᐇ᪋)ࠊճタഛࡢ᭦᪂
մᐇ㦂ࣉࣟࢪ࢙ࢡࢺࠋࡲࡓࠊ࣐ࣝࢳࢫࢬ࢟
࡛ࡣࠊ㌴ࡢࣔࢹࣝኚ᭦࣭࣎ࢹ࢖ኚ᭦ࡢ⬟ຊࢆᣢࡘࡼ࠺࡟࡞ࡗ࡚࠸ࡿࠋ⬟ຊࡢ୰࡟ࡣࠊࢫࢱ
࢖ࣜࣥࢢࠊࢡࣞ࢖ࣔࢹࣜࣥࢢࠊCADࠊཎᆺ〇㐀࡜ࡑࡢホ౯⬟ຊࠊࡑࡋ࡚㔠ᆺタィ⬟ຊࡶྵ
ࡲࢀ࡚࠸ࡿ(MarutiSuzuki, 2003)ࠋ2006 ᖺ࡟ࡣࠊࢫ࢖ࣇࢺࡸࢮࣥ࡜࠸࠺ୡ⏺ᡓ␎㌴ࡢタィ
ࢆࠊࢫࢬ࢟ࡢᢏ⾡㒊㛛࡜༠ຊࡋ࡚⾜࠼ࡿࡲ࡛࡟యไࡀᩚഛࡉࢀࠊࢫࢬ࢟ࡢタィ㒊㛛ࡢᾏእ
88
8
ࢿࢵࢺ࣮࣡ࢡࡢ୰᰾࡟ᡂ㛗ࡍࡿࡼ࠺࡟࡞ࡗ࡚࠸ࡿ(MarutiSuzuki, 2006)ࠋ2011 ᖺ 8 ᭶ 23
᪥ࠊ࣐ࣝࢳࢫࢬ࢟ࡣࠊ2017 ᖺ࠿ࡽࡢᑠᆺ㌴㛤Ⓨࡢ㛤ጞࢆබ⾲ࡋࡓ5ࠋᑠᆺ㌴࡟㛵ࡍࡿ౯್
࿨㢟ࡣ᫂☜࡛࠶ࡾࠊ࢖ࣥࢻ⌧ᆅࡢ≧ἣ࡟ᛂࡌ࡚ࠊඃࢀࡓ㛤Ⓨࡀᐇ⌧࡛ࡁࡿࠋࡋ࠿ࡋ୰ᆺ㌴
㛤Ⓨࡣࠊᙜ㠃ࡣ᪥ᮏ࡛㞟୰ⓗ࡟⾜࠺࡜ࡉࢀ࡚࠸ࡿ6ࠋ
➨㸰࡟ࠊㄪ㐩άື࡛ࡣࠊᙜึࠊ࢖ࣥࢻ⌧ᆅ࡛ࡢࢧࣉࣛ࢖࣮ࣖ⫱ᡂ࡟ᑾຊࡋ࡚ࡁࡓࠋࡑࡋ
࡚⌧ᅾࠊ㸱ࡘࡢྲྀࡾ⤌ࡳࡀ⾜ࢃࢀ࡚࠸ࡿࠋձࢧࣉࣛ࢖࣮ࣖࡢᩘࢆ๐ῶࡋ࡚ࠊྜ⌮໬ࢆᐇ᪋ࠊ
ղࢧࣉࣛ࢖࣮ࣖࡢ⏕⏘ᛶ࡜ရ㉁ࢆྥୖࡉࡏࡿྲྀࡾ⤌ࡳࠊճࢧࣉࣛ࢖࣮ࣖࡀ⮬ࡽࡢᢏ⾡࡜◊
✲㛤Ⓨ⬟ຊࢆ㧗ࡵࡿࡇ࡜ࢆዡບࠋࡘࡲࡾࠊඃࢀࡓࢧࣉࣛ࢖࣮ࣖ࡟ⓗࢆ⤠ࡗ࡚ࠊᨭ᥼ࡀ⾜ࢃ
ࢀ࡚࠸ࡿࠋࢸ࢕࢔࣮࣡ࣥࡢࢧࣉࣛ࢖࣮ࣖࡣ 252 ♫Ꮡᅾࡍࡿࠋࡑࡢ୰ࡢ 25 ♫࡛ຮᙉ఍ࠊㅮ
₇఍ࢆࡸࡗ࡚࠸ࡿࠋࡑࡇ࡛ࠊရ㉁⟶⌮ࡸࢥࢫࢺ๐ῶࡢᣦᑟࢆ⾜࡞ࡗ࡚࠸ࡿ(MarutiSuzuki,
2011)ࠋࢧࣉࣛ࢖࣮ࣖࡢᶵ⬟㒊ရ㛤Ⓨ࡬ࡢ༠ຊ࡟ࡘ࠸࡚ࡣࠊࠕ࢖ࣥࢻᅜෆࡢࢧࣉࣛ࢖࣮ࣖ࡟
ᑐࡋ࡚ࠊᢎㄆᅗ᪉ᘧ࡛㛤Ⓨࢆ⾜࡞ࡗ࡚ࡶࡽࡗ࡚࠸ࡿࠋࡋ࠿ࡋࠊ⌧ᆅ࣋ࣥࢲ࣮ࡣࡲࡔタィᅗ
ࢆ᭩ࡃࡇ࡜ࡀ࡛ࡁ࡞࠸࡜ࡇࢁࡀከ࠸ࠋタഛࡶᣢࡗ࡚࠸࡞࠸ࡋࠊࡉࡽ࡟㛤Ⓨࣀ࢘ࣁ࢘ࠊ⤒㦂
ࡶᣢࡗ࡚࠸࡞࠸ࠋࡇࢀࡽࡢࢧࣉࣛ࢖࣮ࣖ࡟ࡶ㛤Ⓨຊࢆࡘࡅ࡚ࡶࡽ࠺ᚲせࡀ࠶ࡿࠖ7ࠋࡑࡢࡓ
ࡵ࣐ࣝࢳࢫࢬ࢟࡟ࡼࡗ࡚ࠊ◊✲㛤Ⓨ࡛ࡢࢧࣉࣛ࢖࣮ࣖ࡬ࡢᨭ᥼ࡀ㐍ࡵࡽࢀ࡚࠸ࡿࠋࡑࡢ⤖
ᯝࠊ୰ᆺ㌴⏝ࡢ㒊ᮦࡢ 1 㒊ࡢㄪ㐩ࡣࠊ
࢖ࣥࢻ⌧ᆅ࡛⾜࠺ࡇ࡜ࡣྍ⬟࡞≧ἣ࡟ࡣ࡞ࡗ࡚࠸ࡿࠋ
ࡑࡢ≧ἣ࡟ᑐᛂࡋ࡚ࠊ᪥ᮏࡢࢫࢬ࡛࢟ࡣᾏእㄪ㐩ࢭࣥࢱ࣮ࢆ 2012 ᖺ㸯᭶࡟タ⨨ࡋ࡚࠸ࡿࠋ
ࢢ࣮ࣟࣂࣝㄪ㐩࡬㌿᥮ࡋࠊࢢ࣮ࣝࣉ࡜ࡋ࡚ࠊୡ⏺ྛᅜࡢࢧࣉࣛ࢖࣮ࣖࢆᑐ㇟࡜ࡍࡿㄪ㐩ࡢ
௙⤌ࡳࡀᩚഛࡉࢀࡿࡇ࡜࡟࡞ࡗࡓ(᪥⤒,b)ࠋࡇࡢయไ࡛ࠊࢥࢫࢺ࡜ရ㉁ࡢ᭱㐺㒊ᮦࢆୡ⏺ྛ
ᅜ࠿ࡽ᥈ࡋฟࡍࡇ࡜࡟࡞ࡗࡓࠋ
➨㸱࡟ࠊႠᴗάື࡛ࡣࠊᚑ᮶ࡢࢹ࢕࣮ࣛࡢ㈍኎ࢿࢵࢺ࣮࣡ࢡ࡟ຍ࠼ࠊ⊂⮬ࡢ࣐ࣝࢳ࣭ࢧ
࣮ࣅࢫ࣭࣐ࢫࢱ࣮(Maruti Service Masters)࡜࿧ࡤࢀࡿᩚഛሙࢳ࢚࣮ࣥࡢ඘ᐇ໬࡟╔ᡭࡋ
࡚࠸ࡿ(MarutiSuzuki, 2006)ࠋ2003 ᖺ࡟ࡣ㈍኎௦⌮ᗑᩘ 280 ࡛ࠊ182 ࡢ㒔ᕷࢆ࢝ࣂ࣮ࡋ
࡚࠸ࡿࠋࢧ࣮ࣅࢫ⥙ࡣࠊ1900 ࡟ࡲ࡛ቑ࠼࡚࠸ࡿࠋ࣐ࣝࢳࢫࢬ࢟ࡣࠊ2000 ᖺ௨㝆ࠊ㢳ᐈࢆ
㸰ࡘࡢ࡛ࣞ࣋ࣝㄆ㆑ࡍࡿࡼ࠺࡟࡞ࡗ࡚࠸ࡿࠋࢹ࢕࣮ࣛࡶ➨㸯ࣞ࣋ࣝࡢ㢳ᐈ࡜ࡋ࡚ྲྀࡾᢅ࠸ࠊ
ࡑࡢࢿࢵࢺ࣮࣡ࢡసࡾ࡟ᑾຊࡋ࡚ࡁࡓࠋࡑࡢ㔜せ࡞㘽ࡣࠊ฼┈ࢆಖドࡍࡿࡇ࡜࡛࠶ࡿࠋ㌴
ࢆ㈍኎ࡍࡿࡢࡣฟⓎⅬ࡟ࡍࡂࡎࠊ㛗ᮇ࡟ࢃࡓࡿ㢳ᐈ࡜ࡢ㛵ಀࢆᣢ⥆ⓗ࡟⥔ᣢࡍࡿୖ࡛ࠊඃ
5
6
7
2011 ᖺ㸶᭶ 13 ᪥ࠊࠗ᪥⤒㏿ሗࢽ࣮ࣗࢫ࢔࣮࢝࢖ࣈࢫ࠘ࠋ
࣐ࣝࢳࢫࢬ࢟࢖ࣥࢱࣅ࣮࡛ࣗࡢὸ஭ྲྀ⥾ᙺࡢⓎゝࡼࡾࠋ
࣐ࣝࢳࢫࢬ࢟࢖ࣥࢱࣅ࣮࡛ࣗࡢὸ஭ྲྀ⥾ᙺࡢⓎゝࡼࡾࠋ
89
9
ࢀࡓࢹ࢕࣮ࣛ⥙ࡀ୙ྍḞ࡜ㄆ㆑ࡍࡿࡼ࠺࡟࡞ࡗࡓࡢ࡛࠶ࡿ(MarutiSuzuki, 2003)ࠋࡉࡽ࡟ࠊ
ᅜෆႠᴗ࡟ࡘ࠸࡚ࠊ
ࠕ࢖ࣥࢻᕷሙࡢᡂ㛗ࡀ㕌໬ࡋࠊࢽ࣮ࢬࡀከᵝ࡟࡞ࡿ࡜ࠊࢹ࢕࣮ࣛࡶ࣐ࣝ
ࢳࡢ㌴ࡔࡅࡢ㈍኎࡛ࡣ‶㊊ࡋ࡞ࡃ࡞ࡾࠊ㞳ࢀ࡚࠸ࡃྍ⬟ᛶࡶ࠶ࡿࠋࡑࢀ࡟ᑐᛂࡍࡿ࡟ࡣࠊ
࠸ࡘࡲ࡛ࡶࢹ࢕࣮ࣛࢆᙜ࡚࡟ࡍࡿ࡟ࡣ㝈⏺ࡀ࠶ࡿࠋࡑࡢࡓࡵ⮬♫⊂⮬࡛Ⴀᴗάືࢆᒎ㛤ࡋࠊ
㢳ᐈࢽ࣮ࢬࡢ᝟ሗࢆ㞟ࡵࠊႠᴗࢆ⾜࠺ࡇ࡜ࡀᚲせ࡟࡞ࡿࠋࡲࡓࠊ୰ᆺ㌴ࡢ㈍኎ࡶᚲせ࡟࡞
ࡿࠋࡑࡢ➨㸯Ṍ࡜ࡋ࡚ࠊ࢖ࣥࢻᅜෆ 16 ⟠ᡤ࡟ᆅᇦ஦ົᡤࢆタ⨨ࡍࡿணᐃ࡛࠶ࡿࠋࢩ࣮ࣙ
࣮࣒ࣝࢆ㸯㝵࡟タࡅࠊ㸰㝵࡟஦ົᡤࢆタࡅࡿࠋᗈࡉࡣ㸳༓ᆤࠋ஦ົᡤࡢ⿬࡟ࡣࠊ࣮࣡ࢡࢩ
ࣙࢵࣉࢆタࡅ࡚సᴗࡀ⾜࠼ࡿࡼ࠺࡟ࡍࡿணᐃ࡛࠶ࡿࠋᙜ㠃ࠊ16 ⟠ᡤ୰ 10 ⟠ᡤࢆィ⏬ࡋࠊ
⿵⤥㒊ရࡢࢫࢺࢵࢡ࣮ࣖࢻ࡜ࡋ࡚฼⏝ࡍࡿࡇ࡜ࢆ⪃࠼࡚࠸ࡿࠖ8ࠋ௨ୖࡢࡼ࠺࡟ࠊႠᴗάື
㌿᥮ࡢ≉ᚩࡣࠊᙜ㠃ᑠᆺ㌴࡬ࡢᑐᛂ࡛ࡣ࠶ࡿࡀࠊ୰ᆺ㌴ࢆࡶど㔝࡟ධࢀࡓ㈍኎⥙࡬ࡢ㌿᥮
ࡀ㐍⾜ࡋ࡚࠸ࡿ࡜࠸࠺஦ᐇ࡛࠶ࡿࠋ
➨ 4 ࡟ࠊ⤒Ⴀୖࡢࣅࢪࢿࢫࣉࣟࢭࢫ࡛ࡣࠊ᪥ᮏࡢࢫࢬ࢟࡜ࠊ⤒Ⴀୖࡢ୍య໬ࡀᙉ໬ࡉࢀ
࡚࠸ࡿࠋᅗ 1 ࡟♧ࡉࢀࡿࡼ࠺࡟ࠊᏊ఍♫࡜ࡋ࡚ࠊ࣐ࣝࢳࢫࢬ࢟ࡀ⤌ࡳධࢀࡽࢀࠊ≉࡟Ⴀᴗ
࡜ᢏ⾡㒊㛛ࡀࢫࢬ࢟ࡢ⟶⌮⤌⧊࡟⤌ࡳ㎸ࡲࢀ࡚࠸ࡿࠋពᛮỴᐃ࡟ࡘ࠸࡚⌧ᆅ࡛ࡣ࡞ࡃࠊ᪥
ᮏᮏ♫࡟ᐇ㉁ୖ኱ࡁ࡞ᶒ㝈ࡀಖᣢࡉࢀ࡚࠸ࡿ9ࠋ
ᅗ 1:
2012 ᖺࢫࢬ࢟⟶⌮⤌⧊ෆࡢ࣐ࣝࢳࢫࢬ࢟㛵ಀ㒊㛛ࡢ఩⨨
ᾏእ㸲㍯Ⴀᴗᮏ㒊
఍㛗ව♫㛗
㸲㍯࢖ࣥࢻ㒊
⤒Ⴀ௻⏬
ጤဨ఍
࣐ࣝࢳࢫࢬ࢟࢖ࣥࢹ࢕࢔
㸲㍯ᢏ⾡ᮏ㒊
࣐ࣝࢳ〇ရ௻⏬㒊
࣐ࣝࢳ㌴య࣭ࢹࢨ࢖ࣥ㒊
࣐ࣝࢳࣃ࣮࣡ࢺࣞ࢖
࣭ࣥ㟁⿦タィ㒊
ฟ඾: ࠕࢫࢬ࢟఍♫ᴫせ 2012 ᖺࠖࡼࡾసᡂ
8
9
࣐ࣝࢳࢫࢬ࢟࢖ࣥࢱࣅ࣮࡛ࣗࡢ୰す♫㛗ࡢⓎゝࡼࡾࠋ
ࢫࢬ࢟఍♫ᴫἣ 2012 ᖺࠊ2011 ᖺ∧ࡢẚ㍑࠿ࡽࠊ⤫ྜࢆᙉ໬ࡋ࡚࠸ࡿࡇ࡜ࡀ☜ㄆ࡛ࡁࡿࠋ
90
10
(4)㘽࡜࡞ࡿ⤒Ⴀ㈨※ࡢ㌿᥮
➨㸯࡟ࠊ2000 ᖺ௨㝆ࠊ࣐ࣝࢳࢫࢬ࡛࢟ࡣேⓗ㈨※ࡢ⬟ຊ㛤Ⓨࢆ✚ᴟ໬ࡋ࡚࠸ࡿࠋᚑᴗဨ
ࡢືᶵ࡙ࡅ࡛ࡣ⪁㱋㏥⫋ᖺ㔠ไᗘࢆᑟධࡋࠊࡉࡽ࡟ᚑᴗဨࡢಙ㢗ឤࢆ㧗ࡵࠊ✚ᴟⓗ࡞௻ᴗ
ᩥ໬ࢆ㔊ᡂࡋ࡚ࠊ91㸣࠿ࡽ 96㸣࡬ฟ໅⋡ࢆ኱ࡁࡃྥୖࡉࡏ࡚࠸ࡿࠋࡲࡓ࣮࣡ࢡࢩࣙࢵࣉ㛤
ദ࡟ࡼࡗ࡚ࠊ඲࡚ࡢᚑᴗဨࡀඹ㏻ࡋࡓࣅࢪࣙࣥࠊ⤒Ⴀ⌮ᛕࢆ⌮ゎ࡛ࡁࡿࡼ࠺࡟ࡋ࡚࠸ࡿࠋ
2004 ᖺᗘ࡟ࡣࠊ⤌ྜ௦⾲ࡀ᪥ᮏ࡬ὴ㐵ࡉࢀࠊぶ఍♫࡬ࡢ⌮ゎಁ㐍ࢆࡋ࡚࠸ࡿࠋᚑᴗဨࡢᩍ
⫱カ⦎࡛ࡣࠊᢏ⬟࡜ࢥࣥࣆࢸࣥࢩ࣮ྥୖࢆ┠ⓗ࡟ࠊከᵝ࡞カ⦎ࡀ⾜ࢃࢀࡓ
(MarutiSuzuki,2001)ࠋࡲࡓ୍ᒙࠊ㢳ᐈ࡟↔Ⅼࢆ⤠ࡗࡓዲᴗ⦼⤌⧊ᵓ⠏࡜௻ᴗෆࡢࢥ࣑ࣗ
ࢽࢣ࣮ࢩࣙࣥಁ㐍ࡢࡓࡵࠊᕤሙࡢ඲⟶⌮⪅ࢆᑐ㇟࡟ࠊ㈍኎⌧ሙ࡛ࡢᐇົ◊ಟࡀ⾜ࢃࢀ࡚࠸
ࡿࠋ2004 ᖺᗘ࡟ࡣࠊ࣮ࣜࢲ࣮ࢩࢵࣉࣉࣟࢢ࣒ࣛࡀୖ⣭⟶⌮⪅ࢆᑐ㇟࡟ᑟධࡉࢀ࡚࠸ࡿ
(MarutiSuzuki,2006)ࠋ2006 ᖺ࡟ࡣࠊྲྀ⥾ᙺཬࡧୖ⣭⟶⌮⪅ࢆᑐ㇟࡜ࡋ࡚ࠊ⮬ᕫ㛤Ⓨ᪉ἲ
ࡢぢ┤ࡋࢆ⾜࡞ࡗ࡚࠸ࡿ(MarutiSuzuki,2006)ࠋࡲࡓࠊᚑᴗဨ࡟ᑐࡋ࡚ࠊࢳ࣮࣒ࣅࣝࢹ࢕
ࣥࢢ࡜ಶேᴗ⦼ࡢྥୖࢆ┠ⓗ࡟ࠊ᪂ࡓ࡟ࣇ࢓࣑࣮ࣜࢹ࣮ࡸᐙ᪘࡟ࡼࡿᕤሙゼၥ᪥ࢆタࡅ࡚
࠸ࡿࠋࡑࡋ࡚ࢡࣜࢣࢵࢺࢳ࣮࣒ࡀ㒊㛛ู࡟సࡽࢀࠊᑐᢠᡓࢆ⾜࠸ࠊぶ╬ࢆᅗࡗ࡚࠸ࡿࠋࡲ
ࡓࠊ⮬⏤ཧຍ࡛ࡢࣆࢡࢽࢵࢡࡶ⾜࡞ࡗ࡚࠸ࡿࠋ࣐ࣝࢳࢫࢬ࢟ࡢᚑᴗဨࢆᑐ㇟࡜ࡋࡓ♫ෆሗ
ࡶⓎ⾜ࡉࢀࠊࢥ࣑ࣗࢽࢣ࣮ࢩࣙࣥࡢಁ㐍ࢆᅗࡗ࡚࠸ࡿ (MarutiSuzuki,2009)ࠋࡇ࠺ࡋ࡚ࠊ
⮬ᚊⓗ࡞⌧ᆅ⤒Ⴀࢆ㐍ࡵࡿ‽ഛࡣ㐍ࡵࡽࢀ࡚࠸ࡿࠋ
➨㸰 ࡟ࠊ 2008 ᖺ 㛤Ⓨ㒊㛛 ࡢ࢚ࣥࢪࢽ ࢔ࢆ 1000 ே ࡟ࡍࡿィ ⏬ࡀ᫂ࡽ࠿ ࡟ࡉࢀࡓ
(MarutiSuzuki,2009)ࠋᢸᙜᙺဨࡢὸ஭Ặࡣࠕࡲࡔ࣐ࣝࢳࢫࢬ࡛࢟ࡣࠊ㛤Ⓨࢆ⾜࠼ࡿேᮦ
ࡀ༑ศ࡟⫱ࡗ࡚࠸࡞࠸ࠋ㛤Ⓨ࡟ࡣ 1000 ே༢఩ࡢேᮦࡀᚲせ࡛࠶ࡿࠋ⌧᫬Ⅼ࡛ࡣࠊ࡯ࡰ 1000
ே࡟࡞ࡗ࡚࠸ࡿࡀࠊྂࡃ࠿ࡽ࠸ࡿࡢࡣ 300 ே⛬ᗘ࡛ࠊṧࡾࡢ 700 ேࡣࡇࡇ㸰㹼㸱ᖺ࡟ධ♫
ࡋࡓேᮦ࡛࠶ࡿࠋ⤒㦂ࡀᑡ࡞ࡃࠊࡇࢀ࠿ࡽタィࡢࣀ࢘ࣁ࢘ࢆ⵳✚ࡍࡿᚲせࡀ࠶ࡿࠋࡑࡢࡓ
ࡵࡢຮᙉࢆࡋ࡚ࡶࡽ࠺࡟ࡣࠊ᫬㛫࡜⤒㦂ࡀᚲせ࡛࠶ࡿࠋ㸯࠿ࡽ㛤Ⓨࢆࡍࡿࡓࡵࡢࢥ࢔ᢏ⾡
࠿ࡽ⵳✚ࡍࡿ࡟ࡣ᫬㛫ࡀ࠿࠿ࡿࠋࠖ10࡜㏙࡭ࠊ඲㠃ⓗ࡞㛤Ⓨࢆጞࡵࡿ࡟ࡣࠊࡲࡔ᫬㛫ࡀ࠿࠿
ࡿࡇ࡜ࢆ᫂ࡽ࠿࡟ࡋࡓࠋࡉࡽ࡟ࠕ⌧ᅾࠊ㌴ࡢୖ≀ࡢタィࢆࡸࡿࡇ࡜ࡣ࡛ࡁࡿࠋࡇࢀࢆࠊᶵ
⬟㒊ရࡢ㛤Ⓨࡲ࡛࣐ࣝࢳ࡛⾜࠼ࡿࡼ࠺࡟ࡋࡓ࠸ࠋࡉࡽ࡟ࣉࣛࢵࢺ࣮࣒࣍ࡢ㛤Ⓨ࡟ࡘ࠸࡚ࡶ
㒊ศⓗ࡟㛤Ⓨࢆ⾜࠼ࡿࡼ࠺࡟࡞ࡾࡓ࠸ࠋࡋ࠿ࡋࠊࡇࡢⅬ࡟ࡘ࠸࡚ࡣᙜ㠃ࠊ᪥ᮏࡢࢫࢬ࢟ᮏ
♫࡜༠ຊࡋ୍࡚య࡜࡞ࡗ࡚ࡸࡗ࡚࠸ࡃࠋࡲࡓ㛤Ⓨࡢ࡝ࡢ㒊ศࢆࠊ࡝࠺ษࡾศࡅ࡚ᢸᙜࡍࡿ
10
࣐ࣝࢳࢫࢬ࢟࢖ࣥࢱࣅ࣮࡛ࣗࡢὸ஭ྲྀ⥾ᙺࡢⓎゝࡼࡾࠋ
91
11
ࡢ࠿ࠊヨ⾜㘒ㄗ᳨࡛ウࡋ࡚࠸ࡿࠖ11࡜㏙࡭࡚࠸ࡿࠋ࢖ࣥࢻ࡛ࡢᑠᆺ㌴㛤Ⓨࡢᮏ᱁໬‽ഛࡣ
㐍ࢇ࡛࠸ࡿࡀࠊ୰ᆺ㌴࡟ࡘ࠸࡚ࡣ࡞ࡉࢀ࡚࠸࡞࠸ࠋ
➨ 3 ࡟ࠊୖ⣭⟶⌮⪅ࡢ⌧ᆅ໬ࢆ㐍ࡵࠊ2007 ᖺ 12 ᭶ࠊ⤒Ⴀᇳ⾜ᙺဨ(Managing Executive
Officer)ไᗘࢆᑟධࡋ࡚࠸ࡿ(MarutiSuzuki,2009)ࠋᅗ 2 ࡟♧ࡉࢀࡿ࡜࠾ࡾࠊ࢖ࣥࢻே࡜᪥
ᮏேࡀࠊࡑࢀࡒࢀ㸳ࡘࡢ㒊㛛࡟ᡤᒓࡋ࡚࠸ࡿࠋࡇࢀ࡟ࡼࡗ࡚ࠊྛ㒊㛛ࡢពᛮỴᐃ࡜ᐇ⾜ࡀ
⣲᪩ࡃ࡛ࡁࡿࠋ᪥ᮏே࡜࢖ࣥࢻேࡀ 2 ே࡛ྛ㒊㛛ࡢ⟶⌮ࢆ⾜࠺ࡇ࡜࡟࡞ࡗࡓࡀࠊ᪥ᮏேᇳ
⾜ᙺဨࡢከࡃࡣྲྀ⥾ᙺࢆව௵ࡋ࡚࠸ࡿࠋ᪥ᮏே⟶⌮⪅ࡀ㔜せ࡞఩⨨ࢆ༨ࡵ࡚࠸ࡿࡢࡀࠊႠ
ᴗࠊ⏕⏘࡜タィ࣭㛤Ⓨࡢྛ㒊㛛࡛࠶ࡿࠋࢫࢬ࢟࡜ࡢ┦஫ㄪᩚࡢࡓࡵ࡜᥎ㄽ࡛ࡁࡿࠋ࣐ࣝࢳ
ࢫࢬ࢟♫㛗୰すẶࡣࠊࢫࢬ࢟ࡢᑗ᮶ࡢ⤒Ⴀ㝕࡟ࡘ࠸࡚ࠕᑗ᮶ࠊ᪥ᮏࡢࢫࢬ࢟ᮏ♫ࡢྲྀ⥾ᙺ
࡟࢖ࣥࢻேࡀධࢀࡿࡼ࠺࡟ࡍࡿᚲせࡀ࠶ࡿࠋࡑ࠺ࡋ࡞ࡅࢀࡤ࣐ࣝࢳࢫࢬ࢟ࡶࢫࢬ࢟ࡶࢢࣟ
࣮ࣂࣝ࡞➇த࡛⏕ࡁṧࢀ࡞࠸ࠖ12࡜㏙࡭࡚࠸ࡿࠋࡋ࠿ࡋࠊ⟶⌮⪅ࡢ⌧ᆅ໬ࡣ༑ศ࡞ẁ㝵࡟
ࡣ฿㐩ࡋ࡚࠸࡞࠸ࠋ
ᅗ 2: ࣐ࣝࢳࢫࢬ࢟ࡢ 2009 ᖺᗘ⤒Ⴀᇳ⾜⟶⌮⪅ࡢ࢖ࣥࢻே࣭᪥ᮏேࡢ㓄⨨≧ἣ
࢖ࣥࢻே 3 ேࠊ᪥ᮏே 1 ே
⟶⌮㒊㛛
Ⴀᴗ㒊㛛
఍
♫
㛗
㛗
࢖ࣥࢻே㸰ேࠊ᪥ᮏேྲྀ⥾ᙺව௵ 11 ே
ே
࢖ࣥࢻே㸰ேࠊ᪥ᮏேྲྀ⥾ᙺව௵
〇㐀㒊㛛
࢖ࣥࢻே 3 ேࠊ᪥ᮏேྲྀ⥾ᙺව௵ 1 ே
タィ࣭㛤Ⓨ㒊㛛
࢖ࣥࢻே㸰ேࠊ᪥ᮏேྲྀ⥾ᙺව௵ 1 ே
㉎㈙㒊㛛
࢖ࣥࢻே 1 ேࠊ᪥ᮏே 1 ே
ฟ඾: ࣐ࣝࢳࢫࢬ࢟ᥦ♧ࡢ㈨ᩱࡼࡾసᡂ
11
12
࣐ࣝࢳࢫࢬ࢟࢖ࣥࢱࣅ࣮࡛ࣗࡢὸ஭ྲྀ⥾ᙺࡢⓎゝࡼࡾࠋ
࣐ࣝࢳࢫࢬ࢟࢖ࣥࢱࣅ࣮࡛ࣗࡢ୰す♫㛗ࡢⓎゝࡼࡾࠋ
92
12
4. ⪃ᐹ
➨㸯࡟౯್࿨㢟࡟㛵ࡋ࡚ࡣࠊ㍍࣭ᑠᆺ㌴࡟ᑐࡍࡿ᫂☜࡞౯್࿨㢟ࡀᏑᅾࡋࠊ
ࠕᑠ࣭ᑡ࣭㍍࣭
▷࣭⨾ࠖ࡜࠸࠺⤒Ⴀ᪉㔪࡟♧ࡉࢀ࡚࠸ࡓࠋ௚᪉ࠊ୰ᆺ㌴࡟ᑐᛂࡍࡿ౯್࿨㢟ࡣࠊࡲࡔ᫂☜
࡟࡞ࡗ࡚࠸࡞࠿ࡗࡓࠋࢫࢬ࡛࢟ࡢ୰ᆺ㌴࢟ࢨࢩࡢ㛤Ⓨࡣࠊᚑ᮶࡜኱ࡁࡃ␗࡞ࡿྲྀࡾ⤌ࡳ࡛
ࡣ࠶ࡿࡀࠊ
ࠕࡲࡔయไᅛࡵࡢẁ㝵ࠖ࡜ࡢㄆ㆑࡛࠶ࡾ༑ศ࡞ࡶࡢ࡛ࡣ࡞࠿ࡗࡓࠋ㛤Ⓨࢆᢸᙜࡍ
ࡿࢫࢬ࡛࢟ࡣࠊ୰ᆺ㌴ࡢ᪂ࡓ࡞౯್࿨㢟ࡢᶍ⣴ࡀጞࡲࡗࡓẁ㝵࡛࠶ࡾࠊᮏ᱁ⓗ࡞㛤Ⓨ࣭⏕
⏘࡬ࡢྲྀࡾ⤌ࡳ࡟ࡣࠊᶍ⣴ࡢ᫬㛫ࡀ௒ᚋࡶᚲせ࡜⪃࠼ࡽࢀ࡚࠸ࡓࠋ᪂ࡓ࡞୰ᆺ㌴ࡢ౯್࿨
㢟ࡣࠊヨ⾜㘒ㄗࡢ⤒㦂࠿ࡽᙧᡂࡉࢀ࡚ࡃࡿࡓࡵࠊ௒ᚋࠊ᫬㛫࡜㛗ᮇⓗ࡞㈨※ࡢᢞධࡀ୙ྍ
Ḟ࡜⪃࠼ࡽࢀࡿ(㔝୰,2012)ࠋ
➨㸰࡟ࠊ฼┈᪉⛬ᘧ࡟ࡘ࠸࡚ࡣࠕᕤሙ࡟ࡣ࢝ࢿࡀⴠࡕ࡚࠸ࡿࠖࠊࡑࡋ࡚ࠕϨ㒊ရࠊ1 ࢢࣛ
࣒㍍ࡃࡋࡼ࠺ࠋ1 ෇పῶࠖ࡜࠸࠺ᨭ㓄ⓗㄽ⌮࠿ࡽᙧᡂࡉࢀࠊ〇㐀ࣉࣟࢭࢫ࡛ࡢᚭᗏࡋࡓ↓
㥏᤼㝖ࡀ฼┈ࡢ※Ἠ࡜ࡋ࡚ㄆ㆑ࡉࢀ࡚࠸ࡓࠋࡇࡢ฼┈᪉⛬ᘧࡣ㍍࣭ᑠᆺ㌴ࡢࣅࢪࢿࢫࣔࢹ
ࣝ࡟ᑐᛂࡍࡿࡶࡢ࡛࠶ࡿࡀࠊ୰ᆺ㌴ࡢ᪂ࡓ࡞ࣅࢪࢿࢫࣔࢹࣝ࡟ࡣᑐᛂࡋ࡚࠸࡞࠿ࡗࡓࠋ㌴
ࡢ㒊ရࢆ㍍㔞໬ࡋ〇㐀⌧ሙࢆ㔜どࡍࡿࡔࡅ࡛ࡣࠊ᪂ࡓ࡞୰ᆺ㌴ࡢࣅࢪࢿࢫࣔࢹࣝ࡟ᑐᛂ࡛
ࡁ࡞࠸ࠋ㍍࣭ᑠᆺ㌴ࡢᨭ㓄ⓗㄽ⌮ࡀ⌧ᅾ࡛ࡶ㔜どࡉࢀ࡚࠸ࡓࠋࡇࡢᨭ㓄ⓗㄽ⌮ࡀ฼┈᪉⛬
ᘧࡢ⫼ᬒ࡟Ꮡᅾࡋ࡚࠸ࡓࠋࡑࡢࡓࡵࠊ୰ᆺ㌴ࡢ฼┈᪉⛬ᘧ࡟ࠊ㍍࣭ᑠᆺ㌴ࡢ฼┈᪉⛬ᘧࡀ
㐺⏝ࡉࢀࡿྍ⬟ᛶࡀᏑᅾࡍࡿࠋࡑࢀࡀ᪂ࡓ࡞฼┈᪉⛬ᘧࡢ㜼ᐖせᅉ࡟࡞ࡿྍ⬟ᛶࡀ࠶ࡿࠋ
➨ 3 ࡟ࠊ㘽࡜࡞ࡿࣅࢪࢿࢫࣉࣟࢭࢫ࡟㛵ࡋࠊᾏእ࡛ࡢ஦ᴗᒎ㛤࡬ࡢ᪩ᮇࡢྲྀࡾ⤌ࡳࡣࠕ࡝
ࡇࡢᅜ࡛ࡶ࠸࠸࠿ࡽ 1 ␒࡟࡞ࡾࡓ࠸ࠖ࡜࠸࠺㕥ᮌಟẶࡢᨭ㓄ⓗㄽ⌮࠿ࡽ⏕ࡲࢀࡓ࡜⪃࠼ࡽ
ࢀࡿࠋࡑࡢ࢖ࣥࢻᕷሙ࡛ࡣࠊ୰ᆺ㌴ࡀ୙ྍḞ࡟࡞ࡗ࡚࠸ࡓࠋࡲࡓ〇㐀ࣉࣟࢭࢫࡀ㔜どࡉࢀࠊ
ᚭᗏࡋࡓ↓㥏ࡢ᤼㝖ࡢࡓࡵ࡟ᕤሙ┘ᰝࡀ⾜ࢃࢀ࡚࠸ࡓࠋ〇㐀ࣉࣟࢭࢫࢆ㔜どࡍࡿࡢࡣࠊ
ࠕ㔜
ຊ࡜ගࡣࢱࢲࠖ➼ࡢᨭ㓄ⓗㄽ⌮࠿ࡽ⏕ࡲࢀࡓᡓ␎ࣃࢱ࣮ࣥ࡜⌮ゎ࡛ࡁࡿࠋࡋ࠿ࡋࠊ㛤Ⓨࣉ
ࣟࢭࢫ࡟㛵ࡋ㕥ᮌಟẶࡢ⮬ఏ࠿ࡽࡣࠊࡑࡢᨭ㓄ⓗㄽ⌮ࢆ☜ㄆࡍࡿࡇ࡜ࡀ࡛ࡁ࡞࠸ࠋ㛤Ⓨ࡟
㛵ࡍࡿᨭ㓄ⓗㄽ⌮ࡀ࡞࠸ࡇ࡜ࡀࠊ㘽࡜࡞ࡿࣅࢪࢿࢫࣉࣟࢭࢫ࡜ࡉࢀࡎࠊ㍍どࡉࢀࡿࡇ࡜࡟
ࡘ࡞ࡀࡗࡓ࡜᥎ㄽ࡛ࡁࡿࠋ≉࡟୰ᆺ㌴㛤Ⓨࡢྲྀࡾ⤌ࡳ࡛ࡣ㐜ࢀࠊᥦᦠࡍࡿ GM ➼ࡢᨭ᥼࡟
㢗ࡗ࡚࠸ࡓࠋࡑࡢࡓࡵ୰ᆺ㌴ࡢᨭ㓄ⓗㄽ⌮ࡢᙧᡂࡀ⾜ࢃࢀ࡚ࡇ࡞࠿ࡗࡓࠋ⤖ᯝ࡜ࡋ࡚ࠊᑠ
ᆺ㌴㛤Ⓨࡢ⌧ᆅ໬࡟␃ࡲࡾࠊ୰ᆺ㌴㛤Ⓨࡣ᪥ᮏ࡛⾜ࢃࢀࡿ࡟␃ࡲࡗࡓ࡜᥎ㄽ࡛ࡁࡿࠋࡋ࠿
ࡋࠊ᪥ᮏ࡛ࡢ୰ᆺ㌴㛤Ⓨ࡛ࡣࠊ࢖ࣥࢻ⌧ᆅᕷሙࡢከᵝ࡞ࢽ࣮ࢬࢆྲྀࡾධࢀࡿ࡟ࡣ㝈⏺ࡀ࠶
ࡿࠋ➇ྜ࣓࣮࣮࢝ࡀ࢖ࣥࢻ⌧ᆅࡢࢽ࣮ࢬ࡟࠶ࡗࡓ୰ᆺ㌴㛤Ⓨࢆィ⏬ࡍࡿ୰ࠊ୰ᆺ㌴㛤Ⓨࡀ
93
13
᪥ᮏ࡛⾜ࢃࢀࡿࡇ࡜ࡣࠊᨭ㓄ⓗㄽ⌮࡜ࡣู࡟ࠊ᪂ࡓ࡟⤌⧊ෆ㊥㞳(Organizational internal
distance)ࡢၥ㢟ࡀⓎ⏕ࡍࡿ࡜⪃࠼ࡽࢀࡿ13ࠋࢤ࣐࣡ࢵࢺ(Ghemawat,2011)ࡣࠊ◊✲㛤Ⓨά
ື࡟ࡘ࠸࡚ࠊᾏእ⌧ᆅ࡟㐺ࡋࡓ〇ရࡸࢧ࣮ࣅࢫࢆ㛤Ⓨࡍࡿ࡟ࡣࠊࡑࡢ⌧ᆅ࡟ᙺ❧ࡘࠊὙ⦎
ࡉࢀࡓ๰㐀ᛶ(informed creativity)ࡀᚲせ࡛࠶ࡾࠊ⌧ᆅ࡛ࡢྲྀࡾ⤌ࡳࡀ୙ྍḞ࡜ᣦ᦬ࡋ࡚
࠸ࡿࠋࡉࡽ࡟ࠊ୰ᆺ㌴ࡢ㛤Ⓨࡀ㍍࣭ᑠᆺ㌴㛤Ⓨ㔜ど࡟ࡼࡗ࡚㐜ࢀࠊࡲࡓ㍍࣭ᑠᆺ㌴ࡢ౯್
࿨㢟ࡀࠊ㒊ศⓗ࡟฼⏝ࡉࢀࡿྍ⬟ᛶࡀᏑᅾࡍࡿࠋࢫ࢖ࣇࢺࢹࢨ࢖࢔➼࡟ぢࡽࢀࡿࡼ࠺࡟ࠊ
ᑠᆺ㌴ࡼࡾࡶᑡࡋ኱ࡁ࠸㌴ࡀ㛤Ⓨࡉࢀࠊ㛤Ⓨࣉࣟࢭࢫ࡛ࡶࠊ
ࠕᑠ࣭ᑡ࣭㍍࣭▷࣭⨾ࠖࡢᨭ㓄
ⓗㄽ⌮ࡢᙳ㡪ࡀ⏕ࡲࢀ࡚࠸ࡿࠋ
ㄪ㐩㒊㛛࡟ࡘ࠸࡚ࡣࠊࢫࢬ࢟♫ෆ࡟ᾏእㄪ㐩ࢭࣥࢱ࣮ࡀタ⨨ࡉࢀࡓࠋ㒊ᮦㄪ㐩࡛ࡢつᶍ
ࡢ⤒῭ᛶᐇ⌧ࢆ┠ⓗ࡜ࡍࡿࡶࡢ࡛࠶ࡿࠋࡋ࠿ࡋࠊ୰ᆺ㌴ࡢ㒊ရㄪ㐩࡛ࡣࠊᙜ㠃ࠊつᶍࡢ⤒
῭ᛶࡢຠᯝࡣ㝈ᐃⓗ࡜⪃࠼ࡽࢀࡿࠋࡑࡢࡓࡵࠊ㈝⏝๐ῶຠᯝࡣ୰ᆺ㌴࡟㛵ࡋ⪃࠼࡟ࡃ࠸ࠋ
㏫࡟ࢥࢫࢺ๐ῶࢆ┠ⓗ࡟ࠊ㍍࣭ᑠᆺ㌴࡛฼⏝ࡍࡿ㒊ᮦࢆ୰ᆺ㌴࡟฼⏝ࡍࡿྍ⬟ᛶࡀ㧗ࡃ࡞
ࡿࠋࡇ࠺ࡋ࡚㍍࣭ᑠᆺ㌴࡟㛵ࡍࡿᨭ㓄ⓗㄽ⌮ࡣ㒊ᮦㄪ㐩࡟ࡶᙳ㡪ࢆ୚࠼ࠊ୰ᆺ㌴ࡢ㒊ᮦ㛤
Ⓨࡀ㈝⏝๐ῶ┠ⓗ࡛ࠊṍࡵࡽࢀࡿྍ⬟ᛶࡀ㧗ࡲࡿࡇ࡜ࡀண ࡛ࡁࡿࠋ
ࡑࡋ࡚⟶⌮ୖࡢࣅࢪࢿࢫࣉࣟࢭࢫ࡛ࡣࠊᅗ 1 ࡟♧ࡉࢀࡿࡼ࠺࡟ࠊ᪥ᮏ࡜ࡢ୍య࡜࡞ࡗࡓ
⤒Ⴀయไࡀᙉ໬ࡉࢀ࡚࠸ࡓࠋ㺀ࢺࢵࣉࢲ࢘ࣥࡣࢥࢫࢺࢲ࢘ࣥ㺁ࡢᨭ㓄ⓗㄽ⌮ࡀᙳ㡪ࡋࡓࡓࡵ
࡜⪃࠼ࡽࢀࡿࠋ᪥ᮏࡢࢫࢬ࢟࡜ࡢ⤒Ⴀୖࡢ⤫ྜࡀ୍ᒙ㐍ࡵࡽࢀ࡚࠸ࡓࠋ࣐ࣝࢳࢫࢬ࢟࡟ࡼ
ࡿ࢖ࣥࢻ⌧ᆅᕷሙ࡟ᑐᛂࡍࡿࠊ୰ᆺ㌴ࡢࣅࢪࢿࢫࣔࢹࣝᙧᡂ࡟ࡣ᪥ᮏཬࡧ᪥ᮏே୰ᚰࡢࢺ
ࢵࣉࢲ࢘ࣥࡢពᛮỴᐃ࡛ࡣᅔ㞴࡛࠶ࡾࠊ⌧ᆅࢽ࣮ࢬ࡟ᑐᛂࡍࡿᚲせࡀ࠶ࡿࠋពᛮỴᐃୖ࡛
ࡣࠊ⤌⧊ෆ㊥㞳ࡢၥ㢟ࡀ⏕ࡲࢀࡿྍ⬟ᛶࡀᏑᅾࡍࡿࠋ
➨ 4 ࡟ࠊ㘽࡜࡞ࡿ㈨※࡟ࡘ࠸࡚ࠊ㕥ᮌಟẶࡢ⮬ఏ࠿ࡽࡣᢏ⾡࡜ேᮦ࡟㛵ࡍࡿᨭ㓄ⓗㄽ⌮
ࡣ☜ㄆ࡛ࡁ࡞࠿ࡗࡓࠋேⓗ㈨※࡟ࡘ࠸࡚㕥ᮌಟẶࡣ௨ୗࡢࡼ࠺࡟㏙࡭࡚࠸ࡿࠋ
ࠕ᭱኱ࡢၥ㢟
ࡣࠊேᮦࡢ୙㊊࡛ࡍࠋ⚾ࡓࡕࡢ఍♫ࡣࠊࢃࡁ┠ࡶ᣺ࡽࡎࠊ๓ࢆྥ࠸࡚㉮ࡾ⥆ࡅ࡚ࡁࡓ఍♫
࡛ࡍࠋ
࣭࣭࣭ࠋࡸࡣࡾࠊࡶࡗ࡜᪩ࡃேᮦࢆ⫱࡚࡚࠾ࡃ࡭ࡁ࡛ࡋࡓࠋࡓ࡜࠼ࡤࠊ኱༞ࡢᢏ⾡⪅
࡜࠸ࡗ࡚ࡶࠊ୍ே๓࡟࡞ࡿ࡟ࡣ 12 ᖺ࠿ࡽ 15 ᖺ࠿࠿ࡾࡲࡍࠋ኎ୖ㧗 1 ඙෇ࡢ࡜ࡁ࡟ḟࡢ㣕
㌍࡟ഛ࠼ࡓつᶍࡢ᥇⏝ࢆࡋ࡚࠾ࡅࡤࠊ࠸ࡲࡣᙼࡽࡀ୰᰾࡟࡞ࡗ࡚࠸ࡓࡣࡎ࡛ࡍࠋࡋ࠿ࡋࠊ
ࡑࡢ࡜ࡁࡣ఍♫ࡀࡇࢇ࡞࡟኱ࡁࡃ࡞ࡿ࡜ࡣ࢖࣓࣮ࢪࡋ࡚࠸࡞࠿ࡗࡓࠋ௒ࡢ㝕ᐜ࡛㊊ࡾࡿࡔ
13
⤌⧊ෆ㊥㞳ࡣࠊ≀⌮ⓗ࡞㊥㞳࡛ࡣ࡞ࡃࠊᚰ⌮ⓗ࡞㊥㞳ឤぬࡢᏑᅾࢆ⾲⌧ࡍࡿ⏝ㄒ࡜ࡋ࡚౑⏝ࡉࢀ࡚࠸
ࡿ(Ghemawat, 2011㸧ࠋࢢ࣮ࣟࣂࣝ௻ᴗ࡛ࡣࠊᚰ⌮ⓗ࡞㝸ࡓࡾࡀᏑᅾࡋࠊࡑࢀࡀ≧ἣ⌮ゎࢆ㜼ᐖࡍࡿࡇ࡜
ࡀᣦ᦬ࡉࢀ࡚࠸ࡿࠋ
94
14
ࢁ࠺࡜⪃࠼࡚ࡋࡲࡗࡓࠋ⤒Ⴀ⪅࡜ࡋ࡚ࡢᮍ⇍ࡉࢆ཯┬ࡍࡿࡤ࠿ࡾ࡛ࡍࠖ (㕥ᮌ,2009,9 㡫)ࠋ
ࡋ࠿ࡋࠊ2000 ᖺ௨㝆ேᮦ㛤Ⓨࡣࠊ࣐ࣝࢳࢫࢬ࡛࢟ࡣጞࡵࡽࢀ࡚࠸ࡓࠋᵝࠎ࡞⟶⌮⪅◊ಟ
ࡀᐇ᪋ࡉࢀࠊ⤒Ⴀᇳ⾜ᙺဨ࡟࢖ࣥࢻே⟶⌮⪅ࢆⓏ⏝ࠊ⌧ᆅࡢ≧ἣኚ໬࡟⣲᪩ࡃỴᐃࡋࠊᑐ
ᛂ࡛ࡁࡿయไࡀࡼ࠺ࡸࡃᑟධࡉࢀ࡚࠸ࡓࠋ࢖ࣥࢻᕷሙࡢ➇த⃭໬ࡢ୰ࠊ㈍኎࣭〇㐀ࡢ⌧ሙ
ࡢ▱㆑ࠊ᝟ሗࡀ㔜せᛶࢆቑࡋ࡚࠸ࡿࠋ࢖ࣥࢻᕷሙࡢࢽ࣮ࢬ࡟᥋ࡋࡑࢀࢆ〇ရ࡟཯ᫎࡉࡏࡿ
࡟ࡣࠊ⌧ᆅࡢேᮦ࡛࡞ࡅࢀࡤ⌮ゎ࡛ࡁ࡞࠸ࡶࡢࡀ࠶ࡿࠋேᮦࡢ⌧ᆅ໬ࡀ㐍ࡵࡽࢀ࡚࠸ࡿࡀࠊ
ᅗ 1 ࡢ࡜࠾ࡾࠊ࣐ࣝࢳࢫࢬ࡛࢟ྲྀ⥾ᙺࢆව௵ࡍࡿࡢࡣ᪥ᮏே⤒Ⴀ㝕࡟␃ࡲࡗ࡚࠸ࡓࠋ
5. ⤖ㄽ
ࢫࢬ࢟ࡢ⌧ᅾࡢࣅࢪࢿࢫࣔࢹࣝࡣࠊ㕥ᮌಟẶࡢ౯್ほ࡜⤒㦂࠿ࡽ⏕ࡲࢀࡓᨭ㓄ⓗㄽ⌮ࢆ
ᇶ࡟ࡋࡓ㍍࣭ᑠᆺ㌴ࡢࣅࢪࢿࢫࣔࢹ࡛ࣝ࠶ࡗࡓࠋࡑࡢᨭ㓄ⓗㄽ⌮ࡣࠊࢫࢬ࢟࠾ࡼࡧ࣐ࣝࢳ
ࢫࢬ࢟♫ෆ࡟ᾐ㏱ࡋ࡚࠸ࡓࠋᮏ✏࡛ࡣࠊ࣐ࣝࢳࢫࢬ࢟ࡢ୰ᆺ㌴ࡢࣅࢪࢿࢫࣔࢹࣝࡢᙧᡂ≧
ἣࢆ୰ᚰ࡟᫂ࡽ࠿࡟ࡋࡓࠋࡑࡢ⤖ᯝࠊ㕥ᮌಟẶࡢᙧᡂࡋࡓᨭ㓄ⓗㄽ⌮ࡀᙉࡃᙳ㡪ࡋࠊ୰ᆺ
㌴ࡢ᪂ࡓ࡞ࣅࢪࢿࢫࣔࢹࣝᙧᡂࡀ༑ศࡉࢀ࡚࠸࡞࠸ࡇ࡜ࡀ᫂ࡽ࠿࡟࡞ࡗࡓࠋࡑࡢ≧ἣࡣࠕኚ
␗ࡢᢚᅽࠖ≧ἣ࡜⌮ゎࡍࡿࡇ࡜ࡀ࡛ࡁࡿࠋ᪂ࡓ࡞ࣅࢪࢿࢫࣔࢹࣝᐇ⌧࡟ࡣࠊ୰ᆺ㌴࡟ࡘ࠸
࡚ࡢ᪂ࡓ࡞ᨭ㓄ⓗㄽ⌮ࡢᶍ⣴ࡀᚲせ࡛࠶ࡿࠋ≉࡟౯್࿨㢟ࡢ᫂☜໬ࡀồࡵࡽࢀࡿࠋࡑࢀ࡟
ࡣࠊヨ⾜㘒ㄗࡢ᫬㛫࡜㈨※ᢞධࡀ୙ྍḞ࡛࠶ࡿࠋࡑࡢヨ⾜㘒ㄗࢆ୺ᑟࡍࡿ࡟ࡣࠊ➨ 2 ᅗ࡟
♧ࡉࢀࡿ 4 ேࡢ௦⾲ᶒࢆᣢࡘ๪♫㛗࠿ࡽ࡞ࡿ⤒Ⴀ௻⏬ጤဨ఍ࡀ㘽࡟࡞ࡿ࡜⪃࠼ࡽࢀࡿࠋ᪂
ࡓ࡞ᨭ㓄ⓗㄽ⌮ᙧᡂࡀྍ⬟࡟࡞ࡿ࠿ࡽ࡛࠶ࡿࠋ
௚᪉ࠊ୰ᆺ㌴ࡢ㛤Ⓨࡀࠊ᪥ᮏ࡛⾜ࢃࢀࡿࡇ࡜ࡣ⤌⧊ෆ㊥㞳࡜࠸࠺ูࡢၥ㢟ࢆ⏕ࡳฟࡋ࡚
࠸ࡓࠋᾏእࡢ➇ྜ࣓࣮࣮࢝࡜ࡢ➇த⃭໬ࡢ୰ࠊ࣐ࣝࢳࢫࢬ࢟ࡀ୰ᆺ㌴㛤Ⓨ࡛ࠊὙ⦎ࡉࢀࡓ
๰㐀ᛶࡀⓎ᥹࡛ࡁ࡞ࡅࢀࡤࠊ࢖ࣥࢻᕷሙ࡛ࡢࢩ࢙࢔☜ಖࡣᅔ㞴࡜᥎ㄽ࡛ࡁࡿࠋࡲࡓࠊ⤒Ⴀ
㝕ࡢ⌧ᆅ໬ࡣ࣐ࣝࢳࢫࢬ࡛࢟ࡶጞࡲࡗ࡚࠸ࡓࠋࡋ࠿ࡋࠊ᪥ᮏࡢࢫࢬ࢟࡜ࡢ㛵ಀ࡛ࡣࠊ⤌⧊
ୖࡢ⤫ྜࡀ㐍ࡵࡽࢀ࡚࠸ࡓࠋࢫࢬ࢟ࡢྲྀ⥾ᙺ఍࡬ࡶࠊ࣐ࣝࢳࢫࢬ࢟ࡢ᪥ᮏே♫㛗ࡀཧຍࡍ
ࡿࡢ࡟࡜࡝ࡲࡗ࡚࠸ࡓࠋࡇࡇ࡛ࡶ⤌⧊ෆ㊥㞳ୖࡢၥ㢟ࡀᣦ᦬࡛ࡁࡓࠋ࢖ࣥࢻ⌧ᆅࡢ≧ἣࢆࠊ
ࢫࢬ࢟⤒Ⴀ㝕ࡀ㐺ᐅࠊṇ☜࡟ㄆ㆑ࡍࡿ࡟ࡣ㝈⏺ࡀ࠶ࡿࠋࡑࡢࡓࡵࠊ࢖ࣥࢻ⌧ᆅ࡛ࡢᕷሙᑐ
ᛂ࡟㐜ࢀࡿྍ⬟ᛶࡶ㧗ࡃ࡞ࡿࠋ୰ᆺ㌴࡟㛵ࡍࡿᨭ㓄ⓗㄽ⌮ᙧᡂ࡟ࡣࠊ⤌⧊ෆ㊥㞳ࢆ▷ࡃࡍ
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⦰ࡢࡓࡵࠊ⤒Ⴀࡢ⌧ᆅ໬᥎㐍ࡶᚲせ࡜⪃࠼ࡽࢀࡿࠋ
ཧ⪃ᩥ⊩
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