| Budget Amount *help |
¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000)
Fiscal Year 2013: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2012: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2011: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
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| Research Abstract |
In recent years, diffusion strategy is becoming more important for firms to achieve competitive advantages. Aiming at providing suggestions for optimal investment strategies for diffusing products and services, this study attempted to analyze factors influencing diffusion, and elucidate impacts of strategy on diffusion. This study clarified that impacts of cross-side network effects are different corresponding to product features and stages of its diffusion. Additionally, it was found that cultural factors also have impacts on diffusion. Furthermore, this study demonstrated the appropriate pricing strategy on the basis of the impact of network effects, and showed the effective method of weekly advertising budget allocation depending on product characteristics.
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