Research on dispersion and coordination of marketing functions

• Project/Area Number: 15K17139
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Hitotsubashi University
• Principal Investigator: Uehara Wataru 一橋大学, 大学院商学研究科, 准教授 (30515060)
• Research Collaborator: Assarut Nuttapol Chulalongkorn University, Chulalongkorn Business School, Associate Professor
• Project Period (FY): 2015-04-01 – 2018-03-31
• Project Status: Completed (Fiscal Year 2017)
• Budget Amount: ¥4,030,000 (Direct Cost: ¥3,100,000、Indirect Cost: ¥930,000); Fiscal Year 2017: ¥520,000 (Direct Cost: ¥400,000、Indirect Cost: ¥120,000); Fiscal Year 2016: ¥2,600,000 (Direct Cost: ¥2,000,000、Indirect Cost: ¥600,000); Fiscal Year 2015: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
• Keywords: マーケティング組織 / マーケティング機能 / マーケティング機能の分散 / 海外市場における合弁先の役割 / マーケティング機能分散

Outline of Final Research Achievements

Main objectives of this research are on the coordination of marketing functions inside Japanese firms. Marketing functions are tend to be dispersed inside the organization. The most infuluential department in regard to marketing decision making is not marketing department but sales department. And the results of the data analysis shows that coordinating the whole marketing-mix activities leads to higher business performance.

Research Products

• [Int'l Joint Research] Chulalongkorn University(タイ)
• [Journal Article] ポリモルフィック・マーケティング：情報通信技術による価値創造へのアプローチ (2017)
  • Author(s): 上原渉
  • Journal Title: マーケティング・ジャーナル Volume: Vol. 37, No. 1 Pages: 5-21
  • NAID: 130007807076
  • Open Access
• [Journal Article] Dysfunction from focusing on Overseas Business (2017)
  • Author(s): Fukutomi, G., W. Uehara, H. Fukuchi, Y. Yamashita, and M. Sasaki
  • Journal Title: GSTF Journal on Business Review Volume: 5
  • Peer Reviewed / Int'l Joint Research
• [Presentation] Marketing and Financial Metrics in Sales Management (2018)
  • Author(s): Fukutomi, G., Y. Yamashita, W. Uehara, and H. Fukuchi
  • Organizer: Internation Marketing Trends Conference
  • Int'l Joint Research
• [Presentation] Metrics-driven Climate and Metrics-based Marketing Control Process (2018)
  • Author(s): Yamashita, Y., W. Uehara, H. Fukuchi, and G. Fukutomi
  • Organizer: Association of Marketing Theory and Practice 2018 Annual Meeting
  • Int'l Joint Research
• [Presentation] Dysfunction from focusing on Overseas Business (2016)
  • Author(s): Fukutomi, G., W. Uehara, and H. Fukuchi
  • Organizer: 5th Annual International Conference on Enterprise Marketing and Globalization 2016
  • Place of Presentation: Singapore
  • Year and Date: 2016-12-12
  • Int'l Joint Research
• [Presentation] Developing Hospitality Employees: A Case Study of Hoshino Resort in Japan (2016)
  • Author(s): Wataru Uehara
  • Organizer: The 2016 Annual Conference of the Emerging Markets Conference Board
  • Place of Presentation: Bangkok, Thailand
  • Year and Date: 2016-01-07
  • Int'l Joint Research