Pub Date : 2021-02-26DOI: 10.7222/MARKETINGREVIEW.2021.007
Takumi Kato, Eiji Kano, Haruki Hosoi
: Japanese companies have a large gap between the development and design departments, and therefore, design is not utilized in corporate management. In contrast, Apple and Dyson have integrated development and design to create products and services with excellent values. The following factors are responsible for effective design use: appointment of a design manager, incorporation of design into a company-wide strategy, and strengthened authority of the design department. However, there are various cultural differences depending on the size of the company, and these factors do not take these differences into consideration. In this study, we evaluated the characteristics of large and small businesses in which the design manager participates in management. The results showed that large businesses tend to employ design organizations that are responsible for formulating visions and instilling designs within the company. Conversely, small businesses tend to utilize more concrete methods, such as activating discussions with prototypes and introducing agile processes into usability testing. Thus, in order to utilize design, it is necessary to use appropriate approaches based on the scale of the organization.
{"title":"Characteristics of Large and Small Businesses with Design Manager Participation in Management","authors":"Takumi Kato, Eiji Kano, Haruki Hosoi","doi":"10.7222/MARKETINGREVIEW.2021.007","DOIUrl":"https://doi.org/10.7222/MARKETINGREVIEW.2021.007","url":null,"abstract":": Japanese companies have a large gap between the development and design departments, and therefore, design is not utilized in corporate management. In contrast, Apple and Dyson have integrated development and design to create products and services with excellent values. The following factors are responsible for effective design use: appointment of a design manager, incorporation of design into a company-wide strategy, and strengthened authority of the design department. However, there are various cultural differences depending on the size of the company, and these factors do not take these differences into consideration. In this study, we evaluated the characteristics of large and small businesses in which the design manager participates in management. The results showed that large businesses tend to employ design organizations that are responsible for formulating visions and instilling designs within the company. Conversely, small businesses tend to utilize more concrete methods, such as activating discussions with prototypes and introducing agile processes into usability testing. Thus, in order to utilize design, it is necessary to use appropriate approaches based on the scale of the organization.","PeriodicalId":266707,"journal":{"name":"Japan Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115351663","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-26DOI: 10.7222/MARKETINGREVIEW.2021.006
Makiko Aso
In this study, resource integration of value creation in a service encounter is reexamined and the importance of social context in value co-creation is discussed. The results show that service providers use service scripts to integrate and record various resources, enabling them to enhance the quality of value co-creation when customers reuse services. Findings from observations and interviews showed how a store manager, who is a hairdresser, memorizes the customer interaction process, what is recorded in the service script, and how the recorded service script is reused. Keyword : Value-in-context, Interaction, Performativity 要約:本研究では,サービスエンカウンターでの価値創造の資源統合について再検討し,価値共創における社会的な文脈の重要 性を議論する。サービス提供者がサービススクリプトを活用することでさまざまな資源を統合させ,またそれを記録することに よって顧客のサービス再利用の際に価値共創の品質をより高めることを可能にしていることを指摘する。事例として,多くの再 利用者を扱う美容師と顧客のやり取りを調査し,美容師である店長が顧客と相互作用するプロセスをどのように記憶し,サービ ススクリプトに何を記録しているのか,また,記録したサービススクリプトをどう再利用しているのかを観察とインタビューを 通じて探索した。 キーワード:文脈価値,相互作用,行為遂行性 Information : Received 11 August 2020; Accepted 28 November 2020
In this study，资源integration of value creation in a service encounter is reexamined and the importance ofsocial context in value co-creation is discussed. The results show that service providers useservice scripts to integrate and record various resources，enabling them to enhance the quality of value co-creation when customers reuse services. Findingsfrom observations and interviews showed how a商店经理，who is a hairdresser，memorizes the customer interaction进程，what is recorded in the service script，and how the recorded service script is reused. Keyword:value-in-context, interaction,Performativity摘要:本研究重新探讨了服务柜台的价值创造的资源整合，并讨论了社会背景对价值共创的重要性。他指出，服务提供者通过使用服务脚本整合各种资源，并将其记录下来，使顾客在再利用服务时提高共创价值的质量成为可能。作为事例，调查了处理很多重复使用顾客的美容师和顾客的交流，作为美容师的店长如何记忆和顾客相互作用的过程。通过观察和采访探索了script中记录了什么以及如何再利用记录的服务script。关键词:文脉价值，相互作用，行为行为性信息:Received 11august 2020;Accepted 28 November 2020
{"title":"Resource Integration of Service Providers and Utilization of Service Scripts in Value Co-Creation","authors":"Makiko Aso","doi":"10.7222/MARKETINGREVIEW.2021.006","DOIUrl":"https://doi.org/10.7222/MARKETINGREVIEW.2021.006","url":null,"abstract":"In this study, resource integration of value creation in a service encounter is reexamined and the importance of social context in value co-creation is discussed. The results show that service providers use service scripts to integrate and record various resources, enabling them to enhance the quality of value co-creation when customers reuse services. Findings from observations and interviews showed how a store manager, who is a hairdresser, memorizes the customer interaction process, what is recorded in the service script, and how the recorded service script is reused. Keyword : Value-in-context, Interaction, Performativity 要約:本研究では,サービスエンカウンターでの価値創造の資源統合について再検討し,価値共創における社会的な文脈の重要 性を議論する。サービス提供者がサービススクリプトを活用することでさまざまな資源を統合させ,またそれを記録することに よって顧客のサービス再利用の際に価値共創の品質をより高めることを可能にしていることを指摘する。事例として,多くの再 利用者を扱う美容師と顧客のやり取りを調査し,美容師である店長が顧客と相互作用するプロセスをどのように記憶し,サービ ススクリプトに何を記録しているのか,また,記録したサービススクリプトをどう再利用しているのかを観察とインタビューを 通じて探索した。 キーワード:文脈価値,相互作用,行為遂行性 Information : Received 11 August 2020; Accepted 28 November 2020","PeriodicalId":266707,"journal":{"name":"Japan Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125783419","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
: Local cities suffering from population decline are required to restructure their brand strategies in order to foster a relationship with people. Many of the underlying brand power indicators are suitable for grasping the relative position of a city, but it is difficult to grasp the semantic structure that leads to a brand story that attracts people. In this study, in order to solve this problem, we conducted a survey of behavioral intentions and semantic structures for cities and performed the following analysis. First, we indexed the behavioral intention for the city by including the concept of the related population in the conventional city brand index. Three behavioral intentions (living, experience, and contributing factors) were derived in the factor analysis. Next, a hierarchical cluster analysis was performed from the average scores for the three factors, and the image association of the city was categorized into four types, which were named as “rich story type”, “unique story type”, “commodity story type”, and “non-story type”. Finally, the characteristics of the semantic structure in each cluster were examined from the three viewpoints of “the number of words”, “the meaning of words”, and “the structure of meaning and context”, and strategic suggestions are presented. In the research outlook we discuss ways to enhance external validity and branding effectiveness.
{"title":"A Study of the Typology of the Semantic Structure of City Brands:","authors":"Hiroyasu Wakabayashi, Yuki Nakamura, Mitsue Tokuyama, Masanobu Nagao","doi":"10.7222/MARKETINGREVIEW.2021.002","DOIUrl":"https://doi.org/10.7222/MARKETINGREVIEW.2021.002","url":null,"abstract":": Local cities suffering from population decline are required to restructure their brand strategies in order to foster a relationship with people. Many of the underlying brand power indicators are suitable for grasping the relative position of a city, but it is difficult to grasp the semantic structure that leads to a brand story that attracts people. In this study, in order to solve this problem, we conducted a survey of behavioral intentions and semantic structures for cities and performed the following analysis. First, we indexed the behavioral intention for the city by including the concept of the related population in the conventional city brand index. Three behavioral intentions (living, experience, and contributing factors) were derived in the factor analysis. Next, a hierarchical cluster analysis was performed from the average scores for the three factors, and the image association of the city was categorized into four types, which were named as “rich story type”, “unique story type”, “commodity story type”, and “non-story type”. Finally, the characteristics of the semantic structure in each cluster were examined from the three viewpoints of “the number of words”, “the meaning of words”, and “the structure of meaning and context”, and strategic suggestions are presented. In the research outlook we discuss ways to enhance external validity and branding effectiveness.","PeriodicalId":266707,"journal":{"name":"Japan Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133222391","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-02-26DOI: 10.7222/MARKETINGREVIEW.2021.003
Mina Kogure, S. Morokami
: This paper discusses the effect of consumer reviews on a reader’s purchasing decision-making, especially in the case of products encouraging behavioral changes such as diet-machines. Since the perceived quality of these products depends on the user’s own effort level, readers will predict the value of the product by analogizing how their own efforts will help in obtaining a positive result after purchasing the product. We hypothesize that the reader’s self-efficacy and perceived value of dieting will affect their cognitive and emotional empathy, so that the predicted value of the product will be affected by perceived empathy. A web-based survey was conducted, and the results suggested that emotional empathy influences the impression of products, while cognitive empathy predicts their dieting effect. In addition, effects of consumers’ self-efficacy and attitudes toward dieting were discovered. Consumers with high self-efficacy feel empathy for positive reviews, while consumers who place more value on dieting feel cognitive empathy. These findings demonstrate the reader’s analogical process of predicting the value of “behavior-changing products” based on other consumers’ WOM.
{"title":"How WOM Affects Evaluation of Products for Encourages Behavioral Changes:","authors":"Mina Kogure, S. Morokami","doi":"10.7222/MARKETINGREVIEW.2021.003","DOIUrl":"https://doi.org/10.7222/MARKETINGREVIEW.2021.003","url":null,"abstract":": This paper discusses the effect of consumer reviews on a reader’s purchasing decision-making, especially in the case of products encouraging behavioral changes such as diet-machines. Since the perceived quality of these products depends on the user’s own effort level, readers will predict the value of the product by analogizing how their own efforts will help in obtaining a positive result after purchasing the product. We hypothesize that the reader’s self-efficacy and perceived value of dieting will affect their cognitive and emotional empathy, so that the predicted value of the product will be affected by perceived empathy. A web-based survey was conducted, and the results suggested that emotional empathy influences the impression of products, while cognitive empathy predicts their dieting effect. In addition, effects of consumers’ self-efficacy and attitudes toward dieting were discovered. Consumers with high self-efficacy feel empathy for positive reviews, while consumers who place more value on dieting feel cognitive empathy. These findings demonstrate the reader’s analogical process of predicting the value of “behavior-changing products” based on other consumers’ WOM.","PeriodicalId":266707,"journal":{"name":"Japan Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124591582","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-04DOI: 10.7222/marketingreview.2020.007
Y. Arai, Masaki Aijima, Kayo Koide
Currently, the mainstream online search method used by many real estate portal sites is to show properties in the order of their distance from the nearest rail (including subway) station (i.e., the closest property first, etc.). However, this method does not necessarily enable a person to search for the place of residence that “fits” that person in a logical manner. For example, if it were known that certain community (town) “clusters” had similar characteristics, this would enable a search method whereby selection is made according to community characteristics. In the present study, a network of desirable communities was constructed from desirable residential-preference questionnaire data. Using a modularity optimization method, an attempt was made to extract area clusters having similar characteristics, with closely resembling spatial and psychological distances. As a result, the Tokyo metropolitan area could be divided into 75 such clusters. Each cluster was subsequently characterized using correspondence analysis. Keyword : Complex network, Community detection, Market segmentation, Correspondence analysis 要約:現在の不動産ポータルサイトの多くは,沿線から駅と順に物件を絞り込んでいくような探索方法が主流である。しかしそ れが,合理的に自分に合った居住地を探索する方法だとは限らない。たとえば,似た特徴を持った街の集団が分かっていれば, 街の特徴から選択するような探索方法も可能である。そこで本研究では,住みたい街アンケート個票データから,住みたい街 ネットワークを構築し,モジュラリティ最大化による手法を用いることで,空間的・心理的距離が近く,似た特徴を持つ街の集 団を圏域として抽出することを試みた。その結果,首都圏を 75の圏域に分割することができた。さらにコレスポンデンス分析 を用いることで,各圏域についての特徴付けを行った。 キーワード:複雑系ネットワーク,コミュニティ抽出,マーケットセグメンテーション,コレスポンデンス分析 Information : Received 12 August 2019; Accepted 17 November 2019
{"title":"Extraction of Areas Encompassing Communities in Which People Desire to Live Using Residential-Preference Questionnaire Data","authors":"Y. Arai, Masaki Aijima, Kayo Koide","doi":"10.7222/marketingreview.2020.007","DOIUrl":"https://doi.org/10.7222/marketingreview.2020.007","url":null,"abstract":"Currently, the mainstream online search method used by many real estate portal sites is to show properties in the order of their distance from the nearest rail (including subway) station (i.e., the closest property first, etc.). However, this method does not necessarily enable a person to search for the place of residence that “fits” that person in a logical manner. For example, if it were known that certain community (town) “clusters” had similar characteristics, this would enable a search method whereby selection is made according to community characteristics. In the present study, a network of desirable communities was constructed from desirable residential-preference questionnaire data. Using a modularity optimization method, an attempt was made to extract area clusters having similar characteristics, with closely resembling spatial and psychological distances. As a result, the Tokyo metropolitan area could be divided into 75 such clusters. Each cluster was subsequently characterized using correspondence analysis. Keyword : Complex network, Community detection, Market segmentation, Correspondence analysis 要約:現在の不動産ポータルサイトの多くは,沿線から駅と順に物件を絞り込んでいくような探索方法が主流である。しかしそ れが,合理的に自分に合った居住地を探索する方法だとは限らない。たとえば,似た特徴を持った街の集団が分かっていれば, 街の特徴から選択するような探索方法も可能である。そこで本研究では,住みたい街アンケート個票データから,住みたい街 ネットワークを構築し,モジュラリティ最大化による手法を用いることで,空間的・心理的距離が近く,似た特徴を持つ街の集 団を圏域として抽出することを試みた。その結果,首都圏を 75の圏域に分割することができた。さらにコレスポンデンス分析 を用いることで,各圏域についての特徴付けを行った。 キーワード:複雑系ネットワーク,コミュニティ抽出,マーケットセグメンテーション,コレスポンデンス分析 Information : Received 12 August 2019; Accepted 17 November 2019","PeriodicalId":266707,"journal":{"name":"Japan Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114709526","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-04DOI: 10.7222/marketingreview.2020.002
Ryukichi Miyabayashi
: Harmonization among employees of different countries and cultures is an important issue in global management, and a mission statement that brings people together is considered to play an important role in building an organizational identity that transcends national borders and cultures. However, many Japanese companies are lagging behind in localization in terms of human resources and systems, and there are cases in which the easily translated mission and vision are exported and do not work effectively as a management tool. In this investigation, I determined that the mission statement was an important foundation of the organization identity, and that it was the factor that has major impacts on strategy and organizational structure. I then analyzed and compared the mission statements 121 companies in different cultural fields (U.S.A., China, Japan, Germany) and quantitatively examined the effect of national culture on the mission statements. As a result, I concluded that both power distance index (PDI) and uncertainty avoidance index (UAI) influenced the corporate attitude towards all stakeholders. In the future, understanding of cross-cultural context will be indispensable for global companies in corporate branding and organizational management based on the mission statement.
{"title":"Analysis of the Impact of National Culture on Global Management:","authors":"Ryukichi Miyabayashi","doi":"10.7222/marketingreview.2020.002","DOIUrl":"https://doi.org/10.7222/marketingreview.2020.002","url":null,"abstract":": Harmonization among employees of different countries and cultures is an important issue in global management, and a mission statement that brings people together is considered to play an important role in building an organizational identity that transcends national borders and cultures. However, many Japanese companies are lagging behind in localization in terms of human resources and systems, and there are cases in which the easily translated mission and vision are exported and do not work effectively as a management tool. In this investigation, I determined that the mission statement was an important foundation of the organization identity, and that it was the factor that has major impacts on strategy and organizational structure. I then analyzed and compared the mission statements 121 companies in different cultural fields (U.S.A., China, Japan, Germany) and quantitatively examined the effect of national culture on the mission statements. As a result, I concluded that both power distance index (PDI) and uncertainty avoidance index (UAI) influenced the corporate attitude towards all stakeholders. In the future, understanding of cross-cultural context will be indispensable for global companies in corporate branding and organizational management based on the mission statement.","PeriodicalId":266707,"journal":{"name":"Japan Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121984744","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-04DOI: 10.7222/marketingreview.2020.004
S. Honjo
: Lead users who recognize advanced needs and expect benefits from solving such needs are attracting attention from various viewpoints, such as new product development, diffusion, and customer development. However, quantitative research on lead users has only been conducted in specific product domains. In this study, we aimed to determine the general characteristics of lead users by conducting quantitative empirical research using a large-scale internet survey. We found that lead userness has a positive impact on innovation likelihood without being limited to the specific product domains. With regard to antecedents, we found that a wide range of information acquisition behaviors, through idea networking with others, can have a positive impact on the trend dimension of lead userness, while they have a negative impact on the dimension of high expected-benefits. By obtaining results that are not limited to the specific product domains, and by capturing the antecedents at the behavioral level, it can be said that the understanding of lead users has approached what is worthy of attention.
{"title":"An Empirical Study of the Characteristics of Consumers as Lead Users in a Survey Framework:","authors":"S. Honjo","doi":"10.7222/marketingreview.2020.004","DOIUrl":"https://doi.org/10.7222/marketingreview.2020.004","url":null,"abstract":": Lead users who recognize advanced needs and expect benefits from solving such needs are attracting attention from various viewpoints, such as new product development, diffusion, and customer development. However, quantitative research on lead users has only been conducted in specific product domains. In this study, we aimed to determine the general characteristics of lead users by conducting quantitative empirical research using a large-scale internet survey. We found that lead userness has a positive impact on innovation likelihood without being limited to the specific product domains. With regard to antecedents, we found that a wide range of information acquisition behaviors, through idea networking with others, can have a positive impact on the trend dimension of lead userness, while they have a negative impact on the dimension of high expected-benefits. By obtaining results that are not limited to the specific product domains, and by capturing the antecedents at the behavioral level, it can be said that the understanding of lead users has approached what is worthy of attention.","PeriodicalId":266707,"journal":{"name":"Japan Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125686431","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-04DOI: 10.7222/marketingreview.2020.003
A. Inuzuka
: This paper empirically examined to what extent customer orientation and selling orientation affect objective criteria (the average customer spend and the number of sold customers) at both the individual and group level. The data of 1,572 salespersons from 391 stores in a Japanese apparel chain revealed that the two orientations had different effects on objective performance. That is, customer orientation significantly affected the average customer spend, while no significant relationship was found on the number of sold customers. In contrast, selling orientation had an effect on the number of sold customers but not on the average customer spend. In addition, there was a group effect but almost no individual effect of selling orientation. On the contrary, customer orientation had a stronger individual effect than a group effect. From these facts, it is concluded that the mechanisms responsible for these orientations impacting performance are not the same.
{"title":"Effects of Customer Orientation and Sales Orientation on Objective Performance:","authors":"A. Inuzuka","doi":"10.7222/marketingreview.2020.003","DOIUrl":"https://doi.org/10.7222/marketingreview.2020.003","url":null,"abstract":": This paper empirically examined to what extent customer orientation and selling orientation affect objective criteria (the average customer spend and the number of sold customers) at both the individual and group level. The data of 1,572 salespersons from 391 stores in a Japanese apparel chain revealed that the two orientations had different effects on objective performance. That is, customer orientation significantly affected the average customer spend, while no significant relationship was found on the number of sold customers. In contrast, selling orientation had an effect on the number of sold customers but not on the average customer spend. In addition, there was a group effect but almost no individual effect of selling orientation. On the contrary, customer orientation had a stronger individual effect than a group effect. From these facts, it is concluded that the mechanisms responsible for these orientations impacting performance are not the same.","PeriodicalId":266707,"journal":{"name":"Japan Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130906031","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-03-04DOI: 10.7222/marketingreview.2020.010
Yumiko Oda
The purpose of this study was to explore the relationship between the conflicting logics that are created in the process of legitimatizing stigmatized practice, by using the theoretical lens of institutional logic in institutional theory. Specifically, the author analyzed the case of Japanese marriage hunting ‘konkatsu’ which has been booming since 2008. Through text analysis of newspaper articles from the past 29 years, the development process of multiple logics and the relationship between conflicting logics were clarified. The extant literature has shown that companies try to de-couple or differentiate the different logics in the process of market creation. This study, on the other hand, suggests that multiple logics even conflicting logic, can complement each other and result in rather large-scale diffusion. Keyword : Stigma, Institutional logic, Text analysis, Marriage hunting 要約:本稿の目的は,負のイメージを付与された消費様式が人々に受け入れられるようになるプロセスを脱スティグマ化として 捉え,その際に創発される多様な意味間の関係性について明らかにすることである。理論枠組みとして,制度論における制度ロ ジックという概念を用いる。具体的には,2008年以降ブームとなった「婚活」の事例研究に基づき,多様なロジックの発展プ ロセスと,ロジック間の関係性について,過去 29年間の新聞記事のテキストマイニングにより明確化する。市場創造に関する これまでの研究において,企業のマーケティングは多様なロジックが創造される中で棲み分けを行ったり,差別化を行ったりす ることが明らかにされた。これに対し,本研究は多様なロジックが補完し合うことで,大規模な普及につながる可能性について 示唆する。 キーワード:スティグマ,制度ロジック,テキストマイニング,婚活 Information : Received 12 August 2019; Accepted 20 November 2019
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