Experimental Research on Vertical Relationship and Framing in Marketing Channels

• Project/Area Number: 26380574
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Chuo University
• Principal Investigator: Kubo Tomokazu 中央大学, 商学部, 准教授 (40376843)
• Project Period (FY): 2014-04-01 – 2017-03-31
• Project Status: Completed (Fiscal Year 2016)
• Budget Amount: ¥4,550,000 (Direct Cost: ¥3,500,000、Indirect Cost: ¥1,050,000); Fiscal Year 2016: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000); Fiscal Year 2015: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000); Fiscal Year 2014: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
• Keywords: 取引費用 / 流通チャネル / 制御焦点 / マーケティングチャネル / フレーミング / ガバナンス / 実験アプローチ / 垂直的取引関係

Outline of Final Research Achievements

Large retailers use strategic alliances with suppliers in order to obtain customized distribution services from the suppliers. Forming strategic alliances with large retailers requires suppliers to make relationship-specific investments in the retailers. Transaction cost analysis suggests that the investments create a potential of hold up and discourage suppliers from forming the alliance. This study considers that regulatory focus of suppliers is a determinant of forming strategic alliance. It hypothesizes that promotion-focused suppliers are likely to accept an uncertain alliance with larger retailers even if it requires them to make relationship-specific investments. On the other hand, it is suggested that prevention-focused suppliers are unlikely to accept the same offer under the same conditions.

Research Products

• [Int'l Joint Research] New York University(米国)
• [Journal Article] What Determines Firms' Intention to Postpone Product Differentiation? (2017)
  • Author(s): Akinori Ono and Tomokazu Kubo
  • Journal Title: Journal of Marketing Channels Volume: 印刷中
  • Peer Reviewed / Int'l Joint Research / Acknowledgement Compliant
• [Journal Article] Effects of New Product Pre-release on Consumers' Intention to Purchase (2017)
  • Author(s): Fujimura, Marie, Takumi Iiyama, YuXiang Liang, Takuya Numazaki, Katsuto Yamaguchi, Sho Yoshida, Tomohiro Yoshimura, & Tomokazu Kubo
  • Journal Title: Journal of Transformation of Human Behavior under the Influence of the Infosocionomics Society Volume: 2 Pages: 25-30
  • NAID: 40021471772
  • Peer Reviewed / Int'l Joint Research / Acknowledgement Compliant
• [Journal Article] An Examination of Framing in Strategic Alliance Negotiation between Retailers and Suppliers (2016)
  • Author(s): Tomokazu Kubo
  • Journal Title: 2016 Global Marketing Conference Proceedings Volume: 2016 Pages: 1141-1145
  • Peer Reviewed / Int'l Joint Research / Acknowledgement Compliant
• [Presentation] Effects of New Product Pre-release on Consumers' Intention to Purchase (2017)
  • Author(s): Fujimura, Marie, Takumi Iiyama, YuXiang Liang, Takuya Numazaki, Katsuto Yamaguchi, Sho Yoshida, Tomohiro Yoshimura, & Tomokazu Kubo
  • Organizer: 4th International Workshop Transformation of Human Behavior under the Influence of Infosocionomics Society
  • Place of Presentation: University of Hawaii at Manoa
  • Int'l Joint Research
• [Presentation] An Examination of Framing in Strategic Alliance Negotiations between Retailers and Suppliers (2016)
  • Author(s): Kubo, Tomokazu
  • Organizer: 2016 Global Marketing Conference
  • Place of Presentation: Hong Kong
  • Year and Date: 2016-07-21
  • Int'l Joint Research
• [Presentation] 小売の輪はどのように回転したのか？－小売業態イノベーシ ョンのマルチレベル分析－ (2016)
  • Author(s): 久保知一
  • Organizer: 日本商業学会関西部会
  • Place of Presentation: 大阪市立大学文化交流センター
  • Year and Date: 2016-04-16
• [Presentation] Developmental Paths of Retail Formats in Japan (2016)
  • Author(s): Tomokazu Kubo
  • Organizer: 企業研究所（中央大学）公開研究会
  • Place of Presentation: 中央大学
• [Presentation] 小売の輪はどのように回転したのか？－小売業態イノベーションのマルチレベル分析－ (2016)
  • Author(s): 久保知一
  • Organizer: 日本商業学会関西部会
  • Place of Presentation: 大阪市立大学文化交流センター
  • Invited
• [Presentation] チャネル交渉と制御焦点 (2016)
  • Author(s): 久保知一
  • Organizer: 国際戦略経営研究学会 戦略経営・理論・実践研究会
  • Place of Presentation: 中央大学
• [Presentation] 小売の輪はどのように回転したのか？－小売業態イノベーションのマルチレベル分析－ (2016)
  • Author(s): 久保知一
  • Organizer: 企業研究所（中央大学）公開研究会
  • Place of Presentation: 中央大学
• [Presentation] An Examination of Framing in Strategic Alliance Negotiations between Retailers and Suppliers (2016)
  • Author(s): Tomokazu Kubo
  • Organizer: 2016 Global Marketing Conference
  • Place of Presentation: Hong Kong
  • Int'l Joint Research
• [Presentation] 卸売業者と小売業者の戦略提携の形成におけるモチベーションの効果 (2016)
  • Author(s): 久保知一
  • Organizer: 日本卸売学会全国大会
  • Place of Presentation: 東洋大学
• [Presentation] Entry and Evolution of Retail Formats in Japan (2015)
  • Author(s): Kubo, Tomokazu
  • Organizer: 2015 International Conference of Asian Marketing Associations (ICAMA)
  • Place of Presentation: Waseda University, Tokyo, Japan
  • Year and Date: 2015-11-01
  • Int'l Joint Research
• [Presentation] 小売の輪はどのように回転したのか？－小売業態イノベーシ ョンのマルチレベル分析－ (2015)
  • Author(s): 久保知一
  • Organizer: 日本商業学会関東部会
  • Place of Presentation: 慶應義塾大学
  • Year and Date: 2015-09-19
• [Presentation] Developmental Paths of Retail Formats in Japan (2015)
  • Author(s): Kubo, Tomokazu
  • Organizer: 37th ISMS Marketing Science Conference (INFORMS Society for Marketing Science)
  • Place of Presentation: Johns Hopkins University, Baltimore, USA
  • Year and Date: 2015-06-18
  • Int'l Joint Research
• [Book] Marketing in Transition: Scarcity, Globalism, & Sustainability, Colin L. Campbell (ed.) (2015)
  • Author(s): Tomokazu Kubo
  • Publisher: Springer
• [Remarks] 久保知一研究室
  • URL: https://sites.google.com/site/tomokazukubochuo/home