Olympus Management Strategy Analysis in Chinese Medical Device Market by Fuzzy VRIO Analysis

By : Yukio Kodonol, Qian Zhang, Wen Yan

Page No: 387-403

Abstract :
VRIO analysis is used to analyze a firm’s internal resources and capabilities to determine whether they can be a source of competitive advantage: the questions of value, rarity, imitability, and organization. The basic strategic process through which any firm undergoes begins with a vision under the philosophy and conducts internal and external environmental analysis, the most effective strategic choices, and strategic implementation. In this study, VRIO analysis was used for the internal environmental analysis. According to the VRIO framework, the fuzzy theory is considered an effective option. The purpose of this study was to discuss the usefulness of fuzzy VRIO analysis. Currently, the Chinese medical device market has significant growth and huge market size. In recent years, the demand for medical devices and technology has gradually increased. If Japanese medical device companies enter the Chinese market, they can be significantly developed. This study evaluated the advancement of Olympus endoscopes in China. Specifically, the qualitative analysis of Olympus is treated as a quantitative analysis using fuzzy theory. The competitive advantage of Olympus in China, where stomach diseases occur frequently, is illustrated using fuzzy VRIO analysis. The effectiveness of the fuzzy VRIO analysis was clarified.

Authors :
Yukio Kodonol
Department of Business Administration, Faculty of Business Administration, Kindai University, Higashi-osaka City, Osaka 577-8502, JAPAN.

Qian Zhang
Graduate School of Commerce, Kindai University, Higashi-osaka City, Osaka 577-8502, JAPAN.

Wen Yan
Graduate School of Commerce, Kindai University, Higashi-osaka City, Osaka 577-8502, JAPAN.
 

DOI: https://doi.org/10.32381/JCISS.2020.45.1-4.14