| Budget Amount *help |
¥11,310,000 (Direct Cost: ¥8,700,000、Indirect Cost: ¥2,610,000)
Fiscal Year 2014: ¥2,990,000 (Direct Cost: ¥2,300,000、Indirect Cost: ¥690,000)
Fiscal Year 2013: ¥2,990,000 (Direct Cost: ¥2,300,000、Indirect Cost: ¥690,000)
Fiscal Year 2012: ¥2,210,000 (Direct Cost: ¥1,700,000、Indirect Cost: ¥510,000)
Fiscal Year 2011: ¥3,120,000 (Direct Cost: ¥2,400,000、Indirect Cost: ¥720,000)
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| Outline of Final Research Achievements |
From a viewpoint of marketing, we drew the following three points as important factors about the innovation diffusion and business success in digital book industry. (1) "Internet literacy" (operation capability, communication capability with the others, risk-understanding capability, etc.) is required to be considered in the design of service operation in order to promote the consumers’ use of digital book. (2) It is the necessity for the business design in digital book industry from a viewpoint of “relationship marketing”. (3) It’s also needed to have the viewpoint of "effectuation" which attaches greater importance on practice, rather than planning.
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