| Budget Amount *help |
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2020: ¥390,000 (Direct Cost: ¥300,000、Indirect Cost: ¥90,000)
Fiscal Year 2019: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2018: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2017: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
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| Outline of Final Research Achievements |
This study examined the process by which organizational inertia related to marketing activities is strengthened or weakened. Specifically, the study clarified the process by which brand identity, or brand authenticity, is searched by consumers, how this authenticity gives rise to organizational inertia, and the conditions under which it is mitigated. In particular, it was identified that one of the conditions under which organizational inertia can be mitigated is to go back to the origins of the organization or brand and reconstruct it anew with a brand identity that is adapted to the current market context.
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