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日本商業学会第61回全国研究大会 報告論集
─2011年─
統一論題
産業再生のために流通・マーケティング論は何ができるか
2011年5月27日(金)・28日(土)・29日(日)
於:熊本学園大学
日 本 商 業 学 会
5月27日(金) 各種委員会・理事総会/ドクトラル・コロキアム
11:30 ~ 14:00 各種委員会
国際交流委員会 (会場:本館4階第1会議室)
学会誌編集委員会 (会場:本館4階第2会議室)
情報化推進委員会 (会場:本館4階第3会議室)
学会賞審査委員会 (会場:本館5階第4会議室)
14:30 ~ 16:30 常任理事会 (会場:本館4階第2会議室)
16:40 ~ 18:40 理事総会 (会場:本館4階第2会議室)
● テーマセッション:ドクトラル・コロキアム(会場14号館1411)
13:00 コーディネータ開会挨拶 西原彰宏(関西学院大学大学院)/八木橋彰(慶應義塾大学大学院)
◇ 13:05 ~ 13:40 永井明彦(東京工業大学大学院) 1
「半導体商社による戦略情報共有型恊働イノベーション事例の研究」
◇ 13:40 ~ 14:15 徐 恩之(神戸大学大学院) 10
「トライアド関係における企業内コンフリクトに関する実証研究」
◇ 14:15 ~ 14:50 李 楊(慶應義塾大学大学院) 13
「アパレル専門店の発展プロセスと競争優位」
休憩(10分)
◇ 15:00 ~ 15:35 西原彰宏(関西学院大学大学院) 16
「バラエティ・シーキング行動における製品関与の位置づけ再考」
◇ 15:35 ~ 16:10 大竹光寿(一橋大学大学院) 18
「脱コモディティ化の起点としてのブランドの使用経験~新参者と古参者
が用いるメタファーの相違に着目して~」
◇ 16:10 ~ 16:45 劉 安迪(一橋大学大学院) 21
「日本におけるセルフ・ギフト:消費文化論からのアプローチ」
休憩(10分)
◇ 16:55 ~ 17:30 森藤ちひろ(関西学院大学大学院) 29
「医療サービスにおける患者の期待と満足」
◇ 17:30 ~ 18:05 松田温郎(神戸大学大学院) 32
「地域商業の構造変化~マクロデータを利用したパネル分析~」
◇ 18:05 ~ 18:40 渡邉孝一郎(神戸大学大学院) 35
「小売商の経営者意識とまちづくりに関する研究」
コーディネータ閉会挨拶
第1日目 5月28日(土) 午前の部:9:15~ 12:00
08:30 ~ 09:15 受付(12号館2Fロビー) 09:15 ~ 09:20 開催校挨拶 岡本悳也(熊本学園大学学長) 09:20 ~ 09:25 大会開催挨拶
● 統一論題 基調報告1:製造業再生とマーケティング理論 (会場12号館1221) 司会 高嶋克義(神戸大学) ◇ 09:30 ~ 10:00 恩蔵直人(早稲田大学) 41 「コモディティ化市場における製造業再生」 ◇ 10:05 ~ 10:35 青木幸弘(学習院大学) 43 「製造業再生に向けてのブランド論・消費者行動論の貢献」 ◇ 10:40 ~ 11:10 井上哲浩(慶應義塾大学) 45 「収益性のある価値管理と製品設計への一アプローチ」 11:10 ~ 11:20 休憩 ◇ 11:20 ~ 12:00 パネルディスカッション コーディネータ 高嶋克義(神戸大学)
12:00 ~ 12:50 昼食
第1日目 5月28日(土) 午後の部:12:50~ 15:20
● 統一論題 基調報告2:製造業再生とマーケティング理論 (会場12号館1221) 司会 川端基夫(関西学院大学) ◇ 12:50 ~ 13:20 伊藤宗彦(神戸大学) 47 「製造業のサービス・イノベーション」 ◇ 13:25 ~ 13:55 大石芳裕(明治大学) 49 「製造業再生のためのグローバル・ブランド構築」 ◇ 14:00 ~ 14:30 黄 磷(神戸大学) 51 「海外市場における日本企業の競争力の再考」 14:30 ~ 14:40 休憩 ◇ 14:40 ~ 15:20 パネルディスカッション コーディネータ 川端基夫(関西学院大学)
● 統一論題 基調報告3:地域商業の再生と流通理論 (会場12号館1222) 司会 石原武政(流通科学大学) ◇ 12:50 ~ 13:20 加藤 司(大阪市立大学) 53 「コミュニティ型商業の特質と再生の方向」 ◇ 13:25 ~ 13:55 渡辺達朗(専修大学) 54 「地域商業の調整機構と再生の方向」 ~「地域コミュニティの担い手」たりうるための課題~ ◇ 14:00 ~ 14:30 村上剛人(福岡大学) 56 「地域商業の再生を巡る新たな視点」 ~九州における医商連携によるまちづくりの模索~ 14:30 ~ 14:40 休憩 ◇ 14:40~ 15:20 パネルディスカッション コーディネータ 石原武政(流通科学大学)
● 15:40~ 17:30 会員総会 (会場12号館1221)※懇親会出席者は、総会後バスで会場へ移動
● 18:30~ 20:30 懇親会 (会場:熊本ホテルキャッスル)
日本商業学会 第61回全国研究大会プログラム統一論題:産業再生のために流通・マーケティング論は何ができるか
第2日目 5月29日(日) 午前の部:9:00~ 11:55
統一論題セッション1 統一論題セッション2 自由論題セッション1 テーマセッション
会場 14号館 1431 14号館 1432 14号館 1421 14号館 1422
テーマ 商業再生 産業再生 サービス公共・非営利組織マーケティングにおけ
る関係性概念の再検討
司会・コー
ディネータ
笹川洋平
(福岡大学)岸谷和広
(関西大学)南知惠子
(神戸大学)水越康介
(首都大学東京)
09:00 ~
09:40
白 貞壬
(流通科学大学) 「日本市場における国際小
売企業のインパクトと現地
小売企業の変化」
P.63
宮重徹也
(富山高等専門学校)「日本の製薬企業における
研究と開発の規模的分離」
P.89
近藤公彦
(小樽商科大学)「サービス業におけるCRM
の構造と成果」
P.107
09:00 ~
09:30
水越康介
(首都大学東京)「公共・非営利組織マーケ
ティングの理論的再解釈」
P.125
09:30 ~
09:50
高室裕史
(流通科学大学)「病院のマーケティング」
P.133
09:45 ~
10:25
畢 滔滔
(敬愛大学)「サンフランシスコ市にお
けるチェーンストア規制~
その運用と近隣地区小売業
に対する影響~」
P.76
富山栄子
(事業創造大学院大学)「新興国を中心とした現代
自動車のグローバル・マー
ケティング戦略」
P.100
東 利一
(流通科学大学)「サービス・リレーション
シップのはじまり~百貨
店・化粧品ブランドの接客
調査をもとに~」
P.114
09:50 ~
10:10
藤田 健
(山口大学)「地域観光組織のマーケ
ティング」
P.135
10:10 ~
10:30
西川英彦
(法政大学)「地域通貨のマーケティン
グ」
P.137
10:30 ~
11:10
角谷嘉則
(立命館大学) 「中心市街地活性化におけ
る中小小売商の役割」
P.79
塩地 洋
(京都大学) 「新興国における自動車
マーケティング戦略」
P.103
中村陽人
(福島大学) 「サービス品質の測定尺度
開発」
10:30 ~
10:50
日高優一郎
(山梨学院大学) 「地域のマーケティング」
P.139
10:50 ~
11:10
明神実枝
(中村学園大学)「環境のマーケティング」
P.141
11:15 ~
11:55
菅原浩信
(北海学園大学)「商店街組織における複合
的なソーシャル・キャピタ
ルの形成」
P.81
小宮一高
(香川大学)「産地企業のマーケティン
グ問題」
P.105
櫻井秀彦
(北海道薬科大学)「情報の非対称性を考慮し
た専門サービスの品質評価
構造の検討:保険薬局を対
象とした実証研究」
P.116
11:10 ~
11:30
横山斉理
(流通科学大学) 「商店街のマーケティン
グ」
P.143
11:30 ~
11:55
質疑応答・ディスカッショ
ン
自由論題セッション2 自由論題セッション3 自由論題セッション4 英語セッション 流通研究セッション会場 14号館 1421 14号館 1431 14号館 1432 14号館 第5・6会議室 14号館 1422
テーマ ブランド・購買行動 顧客創造 組織課題 English Sessionサービス品質と顧客満足
~サービス・マーケティング研究における進展~
司会・コーディネータ
宮崎 昭(九州国際大学)
若林靖永 (京都大学)
西村順二 (甲南大学)
Carolus,L.C.Praet(Otaru University of
Commerce)
山本昭二(関西学院大学)
12:45 ~ 13:25
井上淳子 (立正大学)梁 宰豪 (東亜大学)Douglas MacLachlan (ワシントン大学)「ブランドの国際的売買がエクイティに及ぼす影響」
P.147
松井 剛 (一橋大学) 「言語とマーケティングの相互作用を通じたリアリティの形成:構造的二重性に着目して」
P.168
末田智樹 (中部大学)「昭和初頭における日本百貨店業の転換期~現代へ繋がるターミナルデパートの実現~」
P.195
Satoko Suzuki (Hitotsubashi University)Role of Firms
(Managers) in
Legitimizing the Self-
Giving Practices
in Interdependent
Cultures:The
Case of ‘Jibun e no
Gohobi’[Reward to
Me] Practice in Japan
P.223
12:45 ~12:55
山本昭二 (関西学院大学)「解題」
13:00 ~13:50
南知惠子 (神戸大学)「B to B取引におけるサービス品質の形成過程と評価問題」
P.24613:30 ~ 14:10
岡本哲弥 (京都橘大学)林 美玉 (甲南大学)吉 洋寛 (Ipsos日本統
計調査株式会社)徐 瓊 (Ipsos日本統計
調査株式会社) 「広告認知・ブランド想起・態度変容の関連性~ 2010FIFAワールドカップ関連番組オンエア広告を対象として」
P.151
町田厚美 (学習院大学)「生産財メーカーの営業活動プロセスにおける成功要因に関するー考察~顧客ニーズ把握・分析プロセスを中心とした分析枠組みの提示~」
P.171
武居奈緒子 (山口大学)「三井物産における組織変革と事業発展」
P.207
Malawi Arachchige Asoka Malkanthie (Kobe University)The Impact of
Level of Consumer
Process and Product
Knowledge on
the Effectiveness
of Vendor
Recommendations in
Mass Customization
P.225
13:50 ~14:40
酒井麻衣子 (多摩大学)「サービス業における顧客満足とスイッチング・バリアの研究」
P.24814:15 ~ 14:55
須永 努 (関西学院大学)石井裕明 (千葉商科大学)「解釈レベル理論と消費者の購買行動」
P.158
廣田章光 (近畿大学)「『エクストリーム・ユーザー』発見枠組みとリード・ユーザー」
P.173
有馬賢治 (立教大学)宮下雄治 (城西国際大学)「マーケティング組織と戦略方針」
P.210
Junji Inoguchi(Hiroshima City
University)Kazutaka Komiya(Kagawa University)Takuya Urakami(Kinki University)
Woonho Kim(Nihon University)
Strategies within
Japanese Apparel
Manufacturers
P.234
14:45 ~15:35
小野譲司 (明治学院大学) 「顧客感動(Customer Delight)の研究」
P.25015:00 ~ 15:40
樋口 徹 (作新学院大学)「VTR製品の購買履歴に関する分析」
P.162
小山太郎 (中部大学)「顧客にとって価値ある状態を測定する方法について」
P.184
山下隆弘 (岡山大学)「再論サブシステムとしてのマーケティング」
P.212
Hisayoshi Yamamoto(Kyushu Sangyo
University)A New Model of
An Enterprise’s
Growth Strategy :
A Modification to
Traditional Theories
P.236
15:35 ~16:25
山本昭二 (関西学院大学)「サービス品質の評価過程の追跡」
P.25215:45 ~ 16:25
水野 誠 (明治大学)生稲史彦 (文京学院大学) 「消費者インサイトをいかに獲得するか~あるクリエイティブ・エージェンシーの取材に基づく考察~」
P.166
上野 博 (東京国際大学)「マーケティング戦略策定におけるイノベーションの新規性の創出~特許法における特許要件としての新規性概念の考察から」
P.193
国枝よしみ (大阪成蹊短期大学) 「日本とフランスの比較分析による観光マーケティングの提案」
P.221
【注記】一部箇所に於いて、目次のタイトルと報告要旨のタイトル記載が異なっております。どちらも報告者ご本人から連絡いただいたものをそのまま記載させていただいております。この点、ご了承ください。
第2日目 5月29日(日) 午後の部:12:45~ 16:25
5 月 27 日(金)ドクトラル・コロキアム
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Ç(Ót²³ Chernev, Alexander (2003), “When More is Less and Less is More: The Role
of Ideal Point Availability and Assortment in Consumer Choice,” Journal of Consumer Research, 30 (September), 170-183.
Chitturi, Ravindra, Rajagopal Raghunathan , and Vijay Mahajan (2008), “Delight by Design: The Role of Hedonic versus Utilitarian Benefits,” Journal of Marketing, 72 (May), 48-63.
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Reinartz, W. and Ulaga, W. (2008)” How to Sell Service More Profitably, “Harvard Business
Review, May , pp. 90-96
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.¿4T'�©�µº��³���KcU½�Sc���Kcç^A½������æn³IWKcæn³I��a�Ð�@yEE��]s]#$#$%ö�´$��´éN´$�¶fÉb²]2008À
.Î4/0��!"73ñ�DATA BOOK 2006�]/0��!"73]2006]pp.36-44À
.×4ÈÇ5��AÞJ��jHGk�l÷Ñ��ë� R&D�)eL�]/e BP�]2006]pp.19-22À&
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ÈÇ5��AÞJ��jHGk�l÷Ñ��ë�����)eL÷�]/e BP]2006À T'�©�+���"�ef�ü�"s*���"U¢W#��Â���"U¢
ü�]t²�]2005À T'�©��e¥$�+��"Â�DÜê�]wðk�]2009À å�u*ñ�+���"��b�]� #$ëõ3]2002À à�òé)h����qæ���ô��ü@�x���3�˽ð��j��ê%&þ
��)Ëh³ælL ���ø�ì�����üL�/0ef$3¦�â 19ã]2007]pp.3-14À
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Thompson, Debora Viana, Rebecca W. Hamilton, and Roland T. Rust (2005), “Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing,” Journal of Marketing Research, 42 (4), 431-442.
Trope, Yaacov and Nira Liberman (2000), “Temporal Construal and Time-Dependent Changes in Preference,” Journal of Personality and Social Psychology, 79 (6), 876-889.
Trope, Yaacov and Nira Liberman (2003), “Temporal Construal,” Psychological Review, 110 (3), 403-421.
Trope, Yaacov, Nira Liberman, and Cheryl Wakslak (2007), “Construal Level and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior,” Journal of Consumer Psychology, 17 (2), 83-95.
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Bayus, B. L. (1988), Accelerating the Durable Replacement Cycle with Marketing Mix Variables.
Journal of Product Innovation Management 5 , 216-226.
Bayus, B. L. (1991), The Consumer Durable Replacement Buyer. Journal of Marketing 55 , 42-51.
Bayus, B. L. (1993), High-Definition Television. Management Science 39(11) , 1319-1333.
Bayus, B. L., S. Hong, and R. Labe (1989), Developing and Using Forecasting Models of
Consumer Durables. Journal of Product Innovation Management 6 , 5-19.
Blackman, W. A. (1974).The Market Dynamics of Technological Substitutions. Technological
Forecasting and Social Change 6 , 41-63.
Christensen, C.M. (1997). Innovator ’s Dilemma . New York, NY: Harper Business.
Fisher, J. C. and R. H. Pry (1971). A Simple Substitution Model of Technologica l Change.
Technological Forecasting and Social Change 3 , 75-88.
Kalish, S. (1985), A New Product Adoption Model with Price, Advertising, and Uncertainty.
Management Science 31(12) , 1569-1588.
Mansfield, E. (1961), Technical Change and the Rate of Imitation. Econometrica 29(4) , 741-766.
Norton, J. A. and Bass, F. M. (1987). A Diffusion Theory Model of Adoption and Substitution for
Successive Generations of High-technology Products. Management Science 33(9) , 1069-1086.
Robinson, B. and C. Lakhani (1975), Dynamic Price Models for New -product Planning.
Management Science 21(10) , 1113-1122.
Rogers, E. M. (1962), Diffusion of innovations , The Free Press.
Shintaku, J. (1990) “Technological Innovation and Product Evolution,” Gakushuin Economic
Papers, Vol. 26, No. 3, pp. 53-67.
Sohn, Y. S. and M. Lim (2008). The Effect of Forecasting and Information Sharing in SCM for
Multi-Generation Products. European Journal of Operational Research 186 , 276-287.
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―���―
Managers’ Rhetorical Strategic Action in Legitimating a New Consumption Practice: The Case of ‘Jibun e no Gohoubi’ [Self-Reward] Consumption in Japan
Hitotsubashi University, Satoko Suzuki
Marketing deals with identifying and meeting consumer needs. Kotler and Keller (2006) state
that “one of the shortest definitions of marketing is ‘meeting needs profitably’” (p. 5). But, how is consumer need created? Furthermore, who creates such need? Understanding how consumer needs are created and sustained helps managers meet those needs effectively. With such marketing agenda in mind, this study explores how a new consumption practice is created and sustained in a society. Particularly, it focuses on the role of managers in legitimating a new consumption practice that is culturally disruptive.
Drawing from the concept of legitimacy in sociology, this study explores managers’ rhetorical strategic action in establishing a new consumption practice. Legitimacy is “a generalized perception or assumption that the actions of an entity are desirable, proper, or appropriate within some socially constructed system of norms, values, beliefs, and definitions” (Suchman, 1995, p. 574). Managers can influence a process of legitimation using two types of strategic action: material and rhetorical (Humphreys, 2010). Material strategic action is “the use of social networks, financial resources, and territorial structures to obtain regulatory and normative legitimacy” and rhetorical strategic action is “the use of mechanisms such as metaphor, metonymy, and selective framing to reposition the meanings” (p. 12). This study focuses on the latter strategic action. To study how managers influence legitimation of a new consumption practice, this study adopts the concept of framing processes (Benford & Snow, 2000) which have been demonstrated as contributing to the legitimation of social movements.
‘Jibun e no gohoubi’ (hereafter ‘self-reward’ in English) consumption is a new consumer phenomenon in Japan appearing around 1990. It is an interesting case for this study because the self-reward concept should have required a change in the Japanese society’s cognition to establish itself. Japanese culture traditionally has emphasized the interdependence with others than the independence of self (Hamaguchi, 1985; Kondo, 1990; Markus & Kitayama, 1991). In Japan, individualism is not general, but rather, collectivism is strong (Triandis, 1989). Focus on the inner-self and egocentricity have been traditionally criticized (Heine, Lehman, Markus, & Kitayama, 1999), and the strong social sanctions have existed to suppress such behaviors (Clammer, 1997).
In a qualitative and quantitative content analysis (Altheide, 1987; Humphreys, 2010) of 284 advertisements and press releases from 1994 to 2009, the author found that managers effectively used framing processes to legitimate the self-reward consumption in Japan. Frames are beliefs and meanings that legitimate the activities. Managers developed and deployed frame to link the self-reward concept to existing cultural values and beliefs. Four frame alignment processes (Snow, Rochford, Worden, & Benford, 1986) were identified. In the beginning, managers used the amplification strategy by highlighting aspects of the self-rewarding that are congruent with accepted cultural values. They emphasized effort and perseverance which conferred remarkably positive
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connotations among Japanese (Heine et al., 1999). In 1994 and 1995, 100% and 86%, respectively, of all advertisements and press releases used the amplification frame to promote the self-reward consumption. Soon after, managers used the extension strategy to extend the original frame beyond its initial boundaries and to involve more adherents in the development of a new consumption practice. Managers enlarged the initial self-reward concept to a Christmas gift, by promoting the self-reward consumption during the Christmas season and linking it with gift-giving. This extension frame appeared in 1997, with 80% of all advertisements and press releases using it. Once the practice became a boom among a particular consumer segment, managers began to use the bridging and transformation framing strategies. The objective of two strategies was to penetrate the new consumption practice among the masses. The bridging strategy united two unconnected yet ideologically congruent themes. To further promote self-rewarding, managers connected the self-reward concept with the healing concept. The transformation strategy changed the original meanings and generated new ones. While the self-reward concept originally connoted ‘specialness,’ managers changed its meanings to ‘easy’ and ‘casual.’ Managers began using the last two strategies in 2001. In 2009, the share of each frame was as follows: 18% for the amplification frame, 24% for the extension frame, 26% for the bridging frame, and 28% for the transformation frame.
In summary, this study shows that managers can steer the legitimation process by using rhetoric strategically. Although a creation of new consumption practice may be a complex phenomenon in which legitimacy partly just ‘happens,’ this study shows that managers can control its creation and development. Furthermore, the case of self-reward consumption in Japan illuminates that even a culturally disruptive practice can become legitimated if managers use an appropriate rhetoric at an appropriate stage of legitimacy. The findings contribute to a theoretical understanding of how consumer needs are created and sustained in a complex social context. They also provide managers with conceptual ideas for developing a new consumption practice in any culture.
References Clammer, J. (1997). Contemporary urban Japan: A sociology of consumption. Oxford: Blackwell
Publishers. Benford, R. D., & Snow, D. A. (2000). Framing processes and social movements: An overview and
assessment. Annual Review of Sociology, 26(1), 611-640. Heine, S. J., Lehman, D. R., Markus, H. R., & Kitayama, S. (1999). Is there a universal need for
positive self-regard? Psychological Review, 106(4), 766-794. Humphreys, A. (2010). Megamarketing: The creation of markets as a social process. Journal of
Marketing, 74(March), 1-19. Kotler, P., & Keller, K. L. (2006). Marketing Management (12th ed.). Upper Saddle River, NJ:
Pearson Prentice Hall. Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and
motivation. Psychological Review, 98(2), 224-253. Suchman, M. C. (1995). Managing legitimacy: Strategic and institutional approaches. The Academy
of Management Review, 20(3), 571-610.
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The Impact of Level of Consumer Process and Product Knowledge on the Effectiveness of Vendor Recommendations in
Mass Customization M.A.A. Malkanthie, Ph.D Candidate, Kobe University
Abstract: Mass customization has become one of the most efficient and effective method in marketing from both customers and manufacturers point of view in developed countries. Through mass customization, manufactures can reduce manufacturing cost and consumers can reduce their buying effort. Many studies have identified that there is a negative relationship between consumer knowledge and vendor recommendation in mass customization in developed countries (Stremersch et al. 2006, Simonson 2005). But they have referred knowledge as the product knowledge as the computer literacy rate and internet access is high in developed countries. But this situation is different in developing countries. According to the estimates from the International Telecommunications Union (ITU), the computers per hundred households is 57 in developed countries while 4 in developing countries and also internet users per hundred in developed countries is 52 and 6 in developing countries in year 2004. As the online transactions are not common in developing countries, the knowledge of online order procedure (process knowledge) is low among people in developing countries. Therefore, the objective of this research is to test the relationship between product knowledge and the effectiveness of vendor recommendation in developing countries where process knowledge is low. In other words, the objective of this research is to find out the impact of different combinations of consumer’s process and product knowledge levels on the effectiveness of vendor recommendations in developing countries. There are four research hypotheses in this study; H1: The effectiveness of vendor recommendation is high when both product knowledge and process knowledge is low, H2: The effectiveness of vendor recommendation is high when product knowledge is high and process knowledge is low, H3: The effectiveness of vendor recommendation is high when product knowledge is low and process knowledge is high, H4: The effectiveness of vendor recommendation is low when both product knowledge and process knowledge is high. Data is collected from 200 students who are following Diploma in Marketing Management course at University of Sri Jayewardenepura, Sri Lanka and proper responses were received from 183 students. Those students were clustered into four groups according to the level of their product and process knowledge and test the relationship between product knowledge and the effectiveness of vendor recommendations in each group. To measure the knowledge (both product and process knowledge), individual’s self-assessed ratings of knowledge developed by Smith and Park (1992) and supported by Meeds (2004) who finds that self-assessed knowledge is a
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better predictor of participants’ cognitive responses and general attitudinal evaluation in comparison to other kinds of knowledge is developed and used after testing the validity and reliability for this study. Five point Likert scale is used and five items were used to measure the product knowledge and four items were used to measure the process knowledge. Nine items developed and validated by Xiao and Benbasat, 2002 (quoted by Wang & Benbasat, 2005) and also used by Wang & Benbasat (2005) to measure perceived effectiveness of online vendor recommendations is used to measure the effectiveness of online vendor recommendations in this study and validity and reliability test also conducted. Nine items and five point Likert scale was conducted to measure the effectiveness of vendor recommendations. Correlation is used to measure the relationship between consumer product knowledge and the effectiveness of vendor recommendations for each group of respondents. According to the findings of the research, there is no negative relationship always between product knowledge and the effectiveness of vendor recommendations in developing countries where process knowledge is low as tested and highlighted in the previous research studies conducted in developed countries. Further, according to the findings, the effectiveness of vendor recommendation is low only if both product and process knowledge is high. But when both knowledge levels are low or either of knowledge is low, the effectiveness of vendor recommendation is high in developing countries where process knowledge is low. Therefore, there is a difference in the findings of the previous studies conducted in the developed countries in applying developing countries where knowledge of online order procedure is low. Though there is a huge gap in households with internet access between developed and developing countries, households with internet access in developing countries are also growing (internet penetration rate in developing countries in 1995 is almost zero but in year 2004 is about 18%, according to the ICT Development Report, 2010). Hence, online shopping and mass customization may not be a new concept in developing countries in the near future. Therefore, it is important to study the online mass customization strategies in developing countries before moving ahead with this novel strategy. 1.Introduction: Marketing strategies should be changed according to the changes in the environment (Kotler and Keller 2009). In the past, mass production was done ignoring the different requirements of the consumers and later, marketers identified the value of providing differentiated goods to different segments of the market. (Fornell, 1992; Anderson, 1994). But, today, this concept also has been challenged with the new technological advances and instead of past inefficient methods, individual customers are offered exactly what they want (Simonson, 2005). This is influenced by not only the technical advances but also, the changes of the consumer behavior. Today, customers also expect to buy exactly what they want without running after more choices. (Peppers, and Rogers,
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1995).Therefore, in recent years, many researchers and practitioners have paid increasing interest to this evolving concept of online customization as a marketing strategy of businesses. (Dellaert and Stremersch 2005; Gilmore and Pine 2000; Syam, Ruan, and Hess 2005; Varki and Rust 1998). But as customers and their needs grow increasingly diverse, online customization has become a problematic way to add unnecessary cost and complexity to operations and therefore companies throughout the world have embraced online mmass customization to avoid those pitfalls of online customization and provide unique value to their customers in an efficient manner(Gilmore and Pine 1997). 1.1.Mass customization: Mass customization is defined as: “A company's capabilities to develop, produce, market, and deliver goods that feature enough variety and customization that nnearly everyone can get exactly what he or she wants. Mass customization is when something is efficiently customized on demand, not in advance—and it doesn't cost a heck of a lot more to make than it would if you were making it for everyone at once" (Pine, 1993, quoted by Thilmany, 2009). Kaplan and Haenlein, (2006), defined Mass customization as ‘‘a strategy that creates value by some form of company–customer interaction at the fabrication/assembly stage of the operations level to create customized products with production cost and monetary price similar to those of mass produced- products”. Mass customization is also defined by Dellaert and Dabholkar, (2009) as a process in which consumers can choose levels from a set of predefined product modules to compose their own most preferred alternative. "The Internet has really made a revolution in what's capable with mass customization; companies can now reach millions of people at a small cost." (Pine, 1993, quoted by Thilmany, 2009). The definition used by Pine, 1993 is used to define mass customization in this study. 1.2.Vendor recommendations in mass customization: ‘Recommendation systems provide a type of mass customization that is becoming increasingly popular on the Internet’ (Ansari et al, 2000). After getting some information from the customer, some online vendors recommend products to make the decision making process more convenient to the consumers (Swaminathan, 2003). From dozens of product choices, vendor help customers to sort products based on consumer preferences through recommendations (Swaminathan, 2003). The use of recommendation has strong favorable effects on the quality of decision making and the efficiency of purchase decisions (Haubl &Trifts, 2000). “Companies are finding that getting those personalized recommendations right—or even close—can mean significantly higher sales. For consumers, a recommendation system can either represent a vaguely annoying invasion of privacy or a big help in bringing order to a sea of choices” (The New York Times, Monday, January 23, 2006, p. C1 quoted by
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Thirumalai and Sinha, 2009). 1.3.Consumer knowledge in mass customization: It has two major components: familiarity and expertise. Familiarity is defined as the number of product related experiences that have been accumulated by the consumer. Expertise is defined as the ability to perform the tasks successfully (Alba & Hutchinson, 1987). According to Stremersch et al. (2003), customer knowledge refers to the buying organization’s degree of expertise, experience, training, and competence in the focal product category. According to Simonson (2005), customers are classified into four groups based on preference stability and insight into preferences. 1.4.Relationship between consumer knowledge and vendor recommendations in mass customization: From the four different types of groups mentioned by Simonson (2005), group 2 customers (customer preferences unstable and poorly defined and insight into preferences is good) are likely to be most receptive to advice and assistance in defining their preferences. Group 4 (customer preferences stable and well developed and insight into preferences is good) customers are likely to be less dependent on marketers’ recommendations, and if needed, they can teach other marketers how to satisfy their preferences. According to the literature, capabilities of expert consumers are higher than the capabilities of novices. “The speed of pattern recognition, the ability to recall information acquisition, information search, information processing strategies, and memory organization, discriminations between objects within a domain, and the ability to combine information into larger meaning units are higher in experts versus novices” (quoted from Walker et al. 1987). Further, according to Stremersch et al. (2006), expert buyers require lower levels of recommendations from the vendor in selecting the product’s features that match their needs. And according to Kramer (2007), recommendation affect only for novices versus experts. 2.Research question insight: As mentioned in the introduction above, scholars have found that there is a negative relationship between level of consumer knowledge and the effectiveness of vendor recommendations. But, previous research studies refer ‘knowledge’ as the product knowledge of the customers. But according to Chang and Ahn (2005), knowledge can be classified as ‘product knowledge’ and ‘process knowledge’. In online mass customization, as shopping activity is performed by a consumer via computer based interface where the consumer’s computer is connected to, and can interact with, a retailer’s digital storefront through a network, it is necessary to consider both product and process knowledge in online mass customization. According to the statistics and previous research findings, there is a huge gap in the process knowledge (knowledge of
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order procedure) of the consumers in developing countries compared to developed countries. ‘For developing countries and low-income households in developed countries, adoption of e-commerce in place of or in addition to conventional methods is limited by a lack of affordable Internet access’ (http://en.wikipedia.org/wiki/Internet_shopping). According to the estimates from the International Telecommunications Union (ITU), the internet usage in India is 3%, in China it is 4%, in Indonesia it is 1%, and in Philippines it is 4.5% in 2004, but more than 50 percent of the population in all developed countries used the Internet (Chinn & Fairlie, 2006). In Sri Lanka, computer literacy rate is 25% (Sri Lankan President Rajapaksha, 2008). Further according to ‘Trends in online shopping', Global Nielsen Consumer Report 2008, 99 percent of Internet users in South Korea have shopped online. German, UK and Japanese consumers come in a close second. US consumers clocking in at number eight. Though there is a huge gap in households with internet access between developed and developing countries, households with internet access in developing countries are also growing (Chinn & Fairlie, 2006). Hence, online shopping and mass customization may not be a new concept in developing countries in the near future. Therefore, this research intended to find out tthe impact of ddifferent combinations of consumer’s process and product knowledge levels on the effectiveness of online mass customization strategies in developing countries Therefore, the following research question is developed according to the review of studies as follows:
Are there any variations of effectiveness of vendor recommendations on consumers, depending on their combinations of product and process knowledge levels in online mass customization? (there are four combinations; both knowledge high, both knowledge low, product knowledge high and process knowledge low, and product knowledge low and process knowledge high).
The following Hypotheses are developed according to the literature review and research question. H1: The effectiveness of vendor recommendation is high when both product knowledge and process knowledge is low. H2: The effectiveness of vendor recommendation is high when product knowledge is high and process knowledge is low. H3: The effectiveness of vendor recommendation is high when product knowledge is low and process knowledge is high. H4: The effectiveness of vendor recommendation is low when both product knowledge and process knowledge is high.
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3.Research Framework:
4.MMethodology: Data is collected from 183 students who are following Diploma in Marketing Management course at University of Sri Jayewardenepura, Sri Lanka. These students are in different age groups, most of the students are employed and professions are varied from managers to sales representatives and they are from different parts of the country. At the beginning of the data collection, students were asked to buy a laptop computer online and stop at the payment stage. Then they were asked to fill the questionnaire given to them. From the 200 participants, 183 participants responded properly to the questionnaires. These 183 responses are divided into groups as follows: Group one: Both product and process knowledge low respondents – 63 respondents Group two: Product knowledge high and process knowledge low respondents – 28 respondents Group three: Product knowledge low and process knowledge high respondents – 32 respondents. Group four: Both product and process knowledge high respondents – 60 respondents To measure the knowledge (both product and process knowledge), individual’s self-assessed ratings of knowledge developed by Smith and Park (1992) and supported by Meeds (2004) who finds that self-assessed knowledge is a better predictor of participants’ cognitive responses and general attitudinal evaluation in comparison to other kinds of knowledge is developed and used after testing the validity and reliability for this study. Five point Likert scale is used and five items were used to measure the product knowledge and four items were used to
Effect. of vendor recommendations
Product Knowledge
Low process Knowledge
High process knowledge
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measure the process knowledge. Nine items developed and validated by Xiao and Benbasat, 2002 (quoted by Wang & Benbasat, 2005) and also used by Wang & Benbasat (2005) to measure perceived effectiveness of online vendor recommendations is used to measure the effectiveness of online vendor recommendations in this study and validity and reliability test also conducted. Nine items and five point Likert scale was conducted to measure the effectiveness of vendor recommendations. At each condition of process knowledge, correlation is conducted to check the relationship between product knowledge and effectiveness of vendor recommendations. 5.Findings: There is a significant, strong and negative relationship (correlation coefficient is – 0.679) between product knowledge and effectiveness of vendor recommendations in Group one respondents (Both product and process knowledge low respondents). Therefore, the null hypothesis of H1 is rejected and alternative hypothesis; “The effectiveness of vendor recommendation is high when both product knowledge and process knowledge is low” is accepted. And also the null hypothesis of H2 is rejected and alternative hypothesis; ‘The effectiveness of vendor recommendation is high when product knowledge is high and process knowledge is low’ is accepted as there is a significant, strong and positive (correlation coefficient is 0.756) relationship between product knowledge and the effectiveness of vendor Recommendations by testing group two respondents (Product knowledge high and process knowledge low respondents). Further, by testing group three respondents (Product knowledge low and process knowledge high respondents), there is a significant, strong negative (correlation coefficient is – 0.769) relationship between product knowledge and effectiveness of vendor recommendations. Therefore, the alternative hypothesis of H3; The effectiveness of vendor recommendation is high when product knowledge is low and process knowledge is high is accepted. The hypothesis H4; The effectiveness of vendor recommendation is low when both product knowledge and process knowledge is high also accepted as there is a significant, strong and negative (correlation coefficient is – 0.867) relationship between product knowledge and effectiveness of vendor recommendation by testing the group four respondents (Both product and process knowledge high respondents). 6.Conclusion , Managerial Implications and Further Research: Previous research studies found that there is a negative relationship between product knowledge and the Effectiveness of vendor recommendations. But according to the findings of this research, it does not happen always in developing countries where process knowledge is low. The relationship between product knowledge and the effectiveness of vendor recommendation is varying with the process knowledge of the respondents. According to the findings of the research, when one of the knowledge
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(product and process) or both of knowledge is low, the effectiveness of vendor recommendation is high and only if both of knowledge is high, the effectiveness of vendor recommendation is low. Hence, Vendor recommendation is essential and important in developing mass customization strategies in developing countries where process knowledge is low. To extend this study, information searching cost in mass customization can be tested as information searching cost is low in mass customization or in internet shopping in developed countries according to the previous studies. But there is a doubt that the results are identical in developing countries where process knowledge is low. References: Alba J.W., Hutchinson J.W.(1987), Dimensions of consumer expertise, “Journal of Consumer Research”, Vol.13, (March) Anderson, Eugene W. (1994), "Cross-Category Variation In Customer Satisfaction and Retention," Marketing Letters. 5 (January). 19-30. Ansari, Asim; Essegaier, Skander; Kohli, Rajeev. Internet recommendation system, Journal of Marketing Research (JMR), Aug2000, Vol. 37 Issue 3, p363-375, 13p Chang S. and Ahn J. (2005), Product and process knowledge in the performance-oriented knowledge management approach “Journal of Knowledge Management Vol. 9 No. 4, pp. 114-132” Chinn M.D. & Fairlie R.W. (2006), ICT Use in the Developing World, An Analysis of Differences in Computer and Internet Penetration, working paper Dellaert, Benedict G.C. and Stefan Stremersch (2005), “Marketing Mass-Customized Products: Striking a Balance Between Utility and Complexity,” Journal of Marketing Research, 42 (May), 219–27. Dellaert B.G.C., Dabholcar P.A., (2009), “Increasing the Attractiveness of Mass Customization”, International Journal of Electronic Commerce”, Vol.13, No.3, pp 43-70 (Spring) Fornell, Claes (1992), "A National Customer Satisfaction Barometer: The Swedish Experience," Journal of Marketing, 56 (January), 6-21. Gilmore, James H. and B. Joseph Pine (2000), Markets of One: Creating Customer-Unique Value through Mass Customization. Boston: Harvard Business School Press. Haubl, Gerald, & Trifts, Valerie. (2000).Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids. “Marketing Science”, 19, 4–21. http://en.wikipedia.org/wiki/Internet_shopping ICT Development Report, 2010 Kaplan, Andreas M. and Haenlein, Michael (2006). “Toward a Parsimonious Definition of Traditional and Electronic Mass Customizatio”n. Journal of Product Innovation Management 23(2): 168–82.
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Krammer T. (2007). The Effect of Measurement Task Transparency on Preference Construction and Evaluations of Personalized Recommendations, “Journal of Marketing Research 224 Vol. XLIV (May 2007), 224–233”. Kotler, Philip; Keller, Kevin Lane (2009), Marketing Management, 13th ed. Prentice Hall, U.S.A. Meeds, R. (2004) Cognitive and Attitudinal Effects of Technical Advertising Copying: the Roles of Gender, Self-assessed and Objective Consumer Knowledge, International Journal of Advertising, 23(3), pp. 309-335. Peppers, pine and Rogers, Martha (1995), “Do You Want to Keep Your Customers Forever?” Harvard Business Review, 73 (March–April), 103–114. Rajapaksha M. (2008), “Daily News”, Tuesday 05th ,2008 Simonson, Itamar, (2005), Determinants of Customers’ Responses to Customized Offers: Conceptual Framework and Research Propositions, Journal of Marketing Vol. 69 (January 2005), 32–45 Smith, D.C. and Park, C.W. (1992) The Effects of Brand Extensions on Market Share and Advertising Efficiency, Journal of Marketing Research, 29(3), August, pp. 296-313. Stremersch, Stefan, Allen M. Weiss, Benedict G.C. Dellaert, and Ruud T. Frambach (2003), “Buying Modular Systems in Technology-Intensive Markets,” Journal of Marketing Research, 40 (August), 335–50”. Stremersch, Stefan, Ghosh M, Dutta S. Customizing Complex Products: When Should the Vendor Take Control? “Journal of Marketing Research, Vol. XLIII (November 2006), 664–679”. Syam, Niladri B., Ranran Ruan, and James D. Hess (2005), “Customized Products: A Competitive Analysis,” Marketing Science, 24 (Fall), 569–84. Swaminathan V (2003). The Impact of Recommendation Agents on Consumer Evaluation and Choice: The Moderating Role of Category Risk, Product Complexity, and Consumer Knowledge, “Journal Of Consumer Psychology”, 13(1&2), 93–101 Thilmany J., (2009), “Democratization of Manufacturing”, Mechanical Engineering, (April). Thirumalai S , Sinha K.K, (2009), “Customization Strategies in Electronic Retailing: Implications of Customer Purchase Behavior”, Decision Sciences, Volume 40 Number 1 Trends in Online Shopping, a global Nielsen consumer report, February 2008 Varki, Sajeev and Roland Rust (1998), “Technology and Optimal Segment Size,” Marketing Letters, 9 (2), 147–67. Walker, Beth; Celsi, Richard; Olson, Jerry (1987), Exploring The Structural Characteristics Of Consumers' Knowledge. “Advances in Consumer Research”, Vol. 14 Issue 1, p17-21, Wang W, Benbasat I, (2005), Trust in and Adoption of Online Recommendation Agents‘Journal of the Association for Information Systems’ Vol. 6 No.3, pp.72-101/March 2005
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Market Product
Present
Present & New
New
Present Market Penetration Semi-Market
Development
Market Development
Extended Product Semi-Product
Development
Semi-Diversification Market-Developmental
Diversification
New Product Development Product-Developmental
Diversification
Diversification
Source: Yamamoto, H. [2004] p.66. To explain the ideas on which this concept is based, I will begin with a discussion of
the “Market.” (1) Market (In this paper, market means a target market).
1) Present Market: a market that the company is currently targeting 2) Present & New Market: a market comprising both present and new markets
In the complicated industrial world of today with severe competition, We sometimes find companies targeting both present and new markets simultaneously with the same product, when they try to do something new. 3) New Market: a market the company has not targeted. There are four types. � different place : different cities, regions, including foreign countries � different generations: different age groups
� opposite sex: from female use to male use and vice versa
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� different uses: from industrial goods to consumer goods, etc.
(2) Product In this paper, a product means a product line not a product item. 1) Present Product: a product the company is currently handling. 2) Extended Product: a product having a relationship with the Present Product
concerning one or more of the four aspects listed below so that it has both cost advantage and product differentiation at the same time when it is produced. � The same technology as for the Present Product can be used or applied:
When the technology being used for the production of the Present Product is excellent, the quality of the extended product can be assumed to be excellent, as the same technology is used or applied to it. This leads to product differentiation. Moreover, the company does not have to pay a licensing fee, as would be necessary for a new technology, nor need it employ extra employees for the technology. This leads to cost advantage. � The same material is used: When the same materials are used for producing the Extended Product, as are used
for producing the Present Product, the materials can be purchased in larger amounts, which leads to a decrease in the materials cost per unit. Moreover, when the Present Product is produced with high quality materials, the quality of the Extended Product using the same materials can be assumed to be excellent as well. � The Present Product can be an important component: Assuming the Present Product is of high quality, an Extended Product containing the Present Product as a component can be assumed to be of better quality than it might otherwise. In addition, the company does not have to purchase the component from another company, which leads to a decrease in the production cost. � The waste or by-products brought about in the production of the Present Product, or the production facilities related to the Present Product can be utilized as materials or resources for producing different products:
When the waste from the production of the Present Product can be used as materials or resources to produce different products, the company can make additional savings on material costs. In addition, when the good quality of the Present Product is particularly due to high quality materials, its waste may also be in good quality, which leads to product differentiation. To develop an Extended Product, it is natural to expect that the company be rich in
technology, and also it should have established an efficient and effective R�D program. 3) New Product: a product line not previously handled by the company.
To develop a New Product, the company must acquire all necessary technologies for its production, either through purchasing licenses from another company or developing them by itself. In addition, the company must have a more sophisticated and effective R&D program than is necessary for developing an Extended Product.
All of this requires that the company be provided with far more managerial resources including technology and R&D than are necessary for developing an extended product. This means that developing a New Product is not a good fit for small enterprises who tend to lack sufficient managerial resources. In other words, Extended Products are the
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most suitable for a company that wishes to develop different products.
(� ����'����� ���������)�$�������� ���� ���'���*�'�� �� �����+��,������ �
The following is the concept of each domain and example cases with the nnumber of times it appeared in the Nishinihon Shinbun, a major newspaper in Kyushu, during the past 3 years. (1) Market Penetration
This is to increase the market share of the Present Product in the Present Market. The actual means for doing this is to establish an Overwhelming Competitive Strategy.
An overwhelming Competitive Strategy can be established through sophisticated differentiation of either one or two of the following strategies: Product Differentiation Strategy, Market Segmentation Strategy, Product Creation Strategy, Price Strategy, Promotion Strategy, Channel Strategy, or Physical Distribution Strategy.
Market Product
Present
Present & New
New
Present Market Penetration, 88
Extended Product
New
�House Shokuhin .Maker of curry, stew, and instant ramen, Tokyo and Osaka4 When introducing instant ramen, this company selected northern Kyushu as the
target market. It then investigated the characteristics of the consumers in the area in taste, and found that they preferred solid noodles with a pig- bone based soup. The company developed and introduced instant ramen that precisely fits the characteristics of the target market, and named it “Umakachan.” It sold exceedingly well. Six months after the introduction, its market share in the Kyusyu area stood at as much as 30%. (2) Semi-Market Development
This is to market the same product in both the Present Market and a New Market together concurrently. For example, when a manufacturer relocates its factory to a developing country where the labor cost is very low for the production of the Present Product, it is able to develop the local market in the developing country (New Market) as well as the market in the home country (Present Market) in tandem.
Market Product
Present
Present & New
New
Present Semi-Market
Development, 2
Extended Product
New
�Chikusui Kyanikom (Maker of small work vehicles, Ukiha City, Fukuoka Pref.)
This company specializes in the production of small work vehicles used for agriculture,
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forestry, construction, and grass cutting. The company exports the grass cutting vehicles under the brand name “Kusakari F-1 Masao,” to 30 countries. China was not included, until December, 2010, when this company established a factory manufacturing “Kusakari F-1 Masao,” in China. The production cost is very low, which leads to a low price. Thanks to this, “Kusakari F-1 Masao” is now sold in China, a new market, as well as in the other 30 countries. By relocating its factory the company succeeded in targeting both the Present Market and New Market simultaneously. (3) Market Development This is to market the Present Product to a New Market that the company has never targeted .
Market Product
Present
Present & New
New
Present Market Development, 18
Extended Product
New
�Avanty (Maker of stuffed toys)6) In addition to stuffed dolls for children, this company developed and marketed “Ogrikun” a stuffed doll for adults, patterned after a well known racehorse called “Ogricap.” A million units of lOgrikunmwere sold. After that, it marketed “Golby Ningyo,” a stuffed doll in the image of former Russian President Gorbachev, which achieved sales of 20,000 dolls. In both cases, the company succeeded in developing an adult market (a New Market in
terms of a different generation). (4) Semi-Product Development This is to introduce an Extended Product to the Present Market.
Market Product
Present
Present & New
New
Present
Extended Product Semi-Product
Development, 10
New
� Anzai-Seisakusho (Maker of an electronic color sorter, Chiba City)7)
This is a manufacturer of an ultra high performance electronic color sorter for rice, which is to sort rice of foreign colors to eliminate it. The market share is approximately 40%. Its Present Market comprises Japan Agricultural Cooperatives, rice merchants and food manufacturers. Recently, it developed a machine brandedlSuper Checker FMC Seriesmthat recognizes not only foreign colors but also any foreign substances that need to be eliminated from the rice. This is an Extended Product in that it is a mixture of technology used to re-make the
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present color sorter with new technology targeting the same market as the Present Market. Thus, this domain is classified aslSemi-Product Development.m
(5) Semi-Diversification This is to introduce an Extended Product to both the Present Market and the New Market at the same time.
Market Product
Present
Present & New
New
Present
Extended Product Semi-Diversification, 77
New
� IIshimuramanseido (Confectionary maker, Fukuoka City)8) This company in the past produced only traditional Japanese sweets. The actual
customers were found to be only the elderly. Thus, the company developed Western confectionaries such as cakes and cookies
(Extended Product) to attract both the younger (New Market) and older generation customers (Present Market). The Western confectionary is an Extended Product in that the present technology can be applied, and the materials are mostly the same.
(6) Market-Developmental Diversification This is to introduce an Extended Product to a New Market.
Market Product
Present
Present & New
New
Present
Extended Product Market-Developmental
Diversification, 6
New
�Unkai-Shuzo [producer of shochu(liquor), Miyazaki City]9) This company, a top maker of “sobajochu,” a distilled liquor made from buckwheat,
used the waste fluid generated in the production of sobajochu, to produce a very nutritious feed material for livestock by processing the waste fluid in a solid/liquid separation system and adding straw and other agricultural products. The animal feed is the Extended Product. And since the target market is farmers with livestock, meaning the product is for an industrial use, it’s a New Market. Hence, this strategy is that of Market-Developmental Diversification. (7) Product Development This is to introduce a New Product to the current Present Market. Because this strategy requires extra technology and R&D that the company is not familiar with, it was very hard to find an actual case, especially among small businesses.
―���―
Market Product
Present
Present & New
New
Present
Extended Product
New Product Development, 11
�Saera (Children’s clothing maker, Okayama Prefecture)10) This company, having specialized in the production and sale of children’s clothing, but
additionally developed perfume and “odeur toilette” with girls aged 8 to 15 as its target. Because the company had neither production facilities nor the know-how for
producing perfume or “odeur toilette,” despite an immediate and eager need of the girls’ mothers, the company had them produced by a cosmetic company utilizing the Original Equipment Manufacturing or “OEM” system.
Because the product, in this case, was a completely New Product, and the target was the Present Market, this domain is Product Development. The major reason for the success of this strategy by “Saera” lies in the fact that the company had already established a brand equity in the local market of Okayama. (8) Product-Developmental Diversification
This is to introduce a New Product to both the Present Market and a New Market concurrently. Naturally, it was very hard to find an actual case for this strategy, especially among small businesses.
Market Product
Present
Present & New
New
Present
Extended Product
New Product-Developmental
Diversification, 11
�OH-Kogyo (Maker of hammers, Higashi Osaka City)11) This company makes a variety of different types of hammers for special use. This is to
avoid direct competition with low price Chinese-made hammers for general use. This strategy was successful and the company enjoys good sales, with the top share in this niche market. The target markets for these special hammers have been mainly manufacturers and construction related companies.
Because it is not a good policy to stick only to one product line because of the “product life cycle,” the company developed a different product, Casters (New Product). Because OH-Kogyo has neither production lines nor the know-how to produce casters, the company created them through the OEM system.
This product is often used in distribution companies. Thus, it is natural that they are the target market (New Market), as are manufacturers and construction companies that own warehouses (Present Market).
Accordingly, this growth strategy is naturally considered “Product-Developmental Diversification.”
―���―
The success of this strategy is based on the fact that the company utilized the OEM system, and that it had already established brand equity as the top maker of a special hammer. (9) Diversification This is to introduce a completely New Product to a completely New Market.
Market Product
Present
Present & New
New
Present
Extended Product
New Diversification, 0
-�Nippon Steel Corporation ( Top maker of steel in Japan, Tokyo) This is one of the largest companies in Japan, and a name that is well known throughout the world. In 1990, it entered the theme park business: “Space World,” using the vacant space at a steel factory in Kitakyushu City in Fukuoka Prefecture. The Space World enterprise went well for several years until the serious economic
depression following the burst of the bubble economy. At which time, the Space World business began declining. In 2005, as the situation worsened, Nippon Steel Corporation transferred the management rights of Space World to Kamori Kanko Inc., of Hokkaido, a company expert at reconstructing theme parks that are going or have gone bankrupt.
The domain of the theme park business was complete “Diversification,” since both the product and its target market were completely new to Nippon Steel Corporation.
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The important thing about this model is that it can be used as a guide for small enterprises who want to develop a successful marketing strategy in the highly competitive industrial world of today. Let me explain how this model can be used and what it implicates. (1) Try to Secure the top Market Share in the Domain of “Market Penetration”
The company should do its utmost to acquire the top market share in domain�, the domain of “market penetration.” This helps the company establish brand equity which leads to securing and holding a larger market share. The larger the market share, the easier it will be for the company to later embark on whichever other domains it wishes. (2) Establish Overwhelmingly Competitive Advantages In order to gain the top market share, an overwhelmingly strong competitive advantage has to be established. It can be established by becoming more sophisticated in one or more of the following competitive strategies : � product differentiation strategy, �market segmentation strategy, � product creation strategy, �pricing strategy, �promotion strategy, �channel strategy, and �physical distribution strategy. Among these, the product differentiation strategy and market segmentation strategies
―���―
have been empirically found to be the most effective, when they are implemented at the same time. (3) Intensify and Add Sophistication to Technology and R&D The product differentiation and product creation strategies can be implemented most effectively with excellent technology and R&D. Thus, technology and R&D activities should be intensified and maintained as predominant core competencies. (4) Extended Products Should be Developed Most companies may be good at producing the Present Product, using their own technology, craftsmanship, and R&D and production facilities. However, it would be extremely difficult for them to develop a “New Product” as shown in Table 2. This is because they do not hold sufficient managerial resources necessary for producing the New Product. The risk is even greater for small businesses. On the other hand, extended products are easier for them to produce, which helps the
company acquire competitive advantages strong enough to compete in the market. In other words, the most advantageous domains for them to enter would be 1, 2, 3, 4, 5, and 6. It would be best avoid embarking on domains such as 7 and 8, unless they have well established brand equity. (5) Companies Holding Brand Equity are an Exception If the company has already established brand equity in the Present Market, it may successfully embark on the domain 7 or 8 by utilizing an OEM system or acquiring another company that holds the necessary production know how and technology. This is not an easy task to accomplish, and is why cases of 7 and 8 are rarely found: only one each in Kyushu during the past three years. Notably, the cases that appeared in the newspaper were either by OEM or acquisition, and the companies were small but had already established brand equity. (6) Avoid the Ninth Domain, “Diversification” This is the riskiest domain to embark on. This is especially true for small businesses. It is advisable even for big companies to avoid diversification unless they are completely confident they can cope with it. This can be stressed by the fact that there has been no such case in Kyushu during the past three years.
'���������
� As is clearly shown, this growth strategy model comprising a “9x9” matrices is simple to understand but useful in that it gives marketers guidelines that will insure that a company survives and prospers. This is especially true for small businesses which tend to lack sufficient managerial resources, for it clearly indicates what should be done and what should not be done. Moreover, it will facilitate your ability for developing the most appropriate growth
strategy for your own company, to make a continual analysis, using this model, of effective growth strategies carried out by enterprises of various industries.
―���―
These are the significant features of this model and the basis for why this model is superior to the traditional one.
� �� ��
1) Johnson, S. C. and& C. Jones E1957G “How to Organize for New Products,” Harvard Business Review, May-June, 1957, p.52.
2) Ansoff, H. I. [1965] Corporate Strategy, McGrow-Hill, p.109. 3) Kollat, D.T., R. B. Blackwell, and J. F. Robeson [1972] Strategic Marketing, Holt Rinehart and Winston,
Inc., p.22. 4) Yamamoto, H. [2004] Marketing Strategy for Small Manufacturers in Japan, (English Version),
Hakuto-Shobo, pp.63-65. 5) Ansoff, H. I. [1988] The New Corporate Strategy, John Wily & Sons, pp.83-85. 6) Yamamoto, H. [1992] Theory and Practice of Marketing, Dobunkan, pp.40-41. 7) Nikkei Business [Dec. 23/30, 2002] pp.74-75. 8) Yamamoto, H. [2004] Ibid., p.74. 9) Nihon Keizai Shinbunsha [1999] The 150 medium-size Businesses in Japan, Nihon Keizai Shinbun, Inc.,
pp.66-67. 10) Yamamoto, H. [2004] Ibid., pp.76-77. 11) Nikkei Business [May 27, 2002] pp.68-69.
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Abe, S. [2009] Revolution in Distributive Information, Minerva Shobo.& Ansoff, H. I. [1965] Corporate Strategy, McGrow-Hill. Ansoff, H. I. [1988] The New Corporate Strategy, John Wily & Sons. Hamel, G. & C. K. Prahalad [1994] Competing for the Future, Harvard Business School Press in Boston Ejiri, H. [1983] Systematization in Distribution, Chuo Keizaisha. Ishihara,T. [1982] The Structure of Marketing Competition, Chikura Shobo. Ishii, J. [1983] Power and Conflict in Distribution, Chikura Shobo. Johnson, S. C. and C. Jones E1957G “How to Organize for New Products,” Harvard Business Review,
May-June, 1957. Kollat, D.T., R. B. Blackwell, and J. F. Robeson [1972] Strategic Marketing, Holt Rinehart and Winston, Inc. Kotler, P. [1998] Principles of Marketing, Prentice-Hall International. Kumar, N. [2004] Marketing as Strategy, Harvard Business School Press. Nihon Keizai Shinbunsha [1999] 150 Medium-size Businesses in Kyushu, Nihon Keizai Shinbun, Inc. Nikkei Business [May 27, 2002]. Nikkei Business [Dec. 23/30, 2002]. Porter, M. [1980] Competitive Strategy, Free Press. Samli, A.C. [1995] International Consumer Behavior, Quorum Books. Yamamoto, H. [1992] Theory and Practice of Marketing, Dobunkan. Yamamoto. H. [2004] Marketing Strategy for Small Manufacturers in Japan
(English Version) Hakuto- Shobo.
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Zolkiewski, J. and B. Lewis (2007), “An assessment of customer service in business-to-business relationships,” Journal of Service Marketing, 21-5, 313-325
Williams, P., M.S. Khan, N. J. Ashill, and E. Naumann (2011), “Customer attitudes of stayers and defectors in B2B services: Are they really different?” Industrial Marketing Management, doi: 10.1016/j.indmarman.2010.12.001 �Á Ü!/�Ót²³hIl@¿�DN�M
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日本商業学会 第61回全国研究大会 報告論集
2011 年 5 月 発行編集・発行所 日本商業学会印 刷 所 株式会社創元社(熊本市)