Strong brand development process based on organization building
| Project/Area Number |
26380564
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Yokohama National University |
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Principal Investigator |
TSURUMI Hiroyuki 横浜国立大学, 大学院国際社会科学研究院, 准教授 (70581198)
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| Co-Investigator(Kenkyū-buntansha) |
山岡 徹 横浜国立大学, 大学院国際社会科学研究院, 教授 (80377085)
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| Project Period (FY) |
2014-04-01 – 2017-03-31
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| Project Status |
Completed (Fiscal Year 2016)
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| Budget Amount *help |
¥4,810,000 (Direct Cost: ¥3,700,000、Indirect Cost: ¥1,110,000)
Fiscal Year 2016: ¥520,000 (Direct Cost: ¥400,000、Indirect Cost: ¥120,000)
Fiscal Year 2015: ¥2,210,000 (Direct Cost: ¥1,700,000、Indirect Cost: ¥510,000)
Fiscal Year 2014: ¥2,080,000 (Direct Cost: ¥1,600,000、Indirect Cost: ¥480,000)
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| Keywords | マーケティング論 / ブランド論 / 組織論 / 国際情報交換 |
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| Outline of Final Research Achievements |
What kind of organization form is necessary to create a strong brand? On this subject, we worked on two studies. First, we clarified the factors that strong brands are formed by empirical research. Secondly, we conducted interviews with companies that actually built strong brands.
The sales performance is the result of brand power surfacing. In the first research, we generalized the indirect effect that the number of tweets on Twitter and television advertisement will have on the sales results of products. In the second study, we interviewed Suntory Liquor Co., Ltd. We revealed that the company adopted an organization form called Connected Company in the process of building the brand. It was organically linked with the department responsible for brand building, related departments and customers.
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Report
(4 results)
Research Products
(4 results)
