2002 Fiscal Year Final Research Report Summary
Research on Organizational Customer Value Creation
| Project/Area Number |
12303003
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| Research Category |
Grant-in-Aid for Scientific Research (A)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | KOBE UNIVERSITY |
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Principal Investigator |
ISHII Junzo Kobe University, Graduate School of Business Administration, Professor, 大学院・経営学研究科, 教授 (50093498)
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| Co-Investigator(Kenkyū-buntansha) |
MARUYAMA Masayoshi Kobe University, Graduate School of Business Administration, Professor, 大学院・経営学研究科, 教授 (60135928)
OGAWA Susumu Kobe University, Graduate School of Business Administration, Professor, 大学院・経営学研究科, 助教授 (80214021)
TAKASHIMA Katsuyoshi Kobe University, Graduate School of Business Administration, Professor, 大学院・経営学研究科, 教授 (30197090)
KATO Yutaka Kobe University, Graduate School of Business Administration, Professor, 大学院・経営学研究科, 教授 (70117993)
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| Project Period (FY) |
2000 – 2002
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| Keywords | customer value / value creation / organization / sales / target costing / marketing / knowledge / information |
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| Research Abstract |
The purpose of this research is to explore the key factors which enable organizations to create customer value efficiently and effectively. The research focuses two aspects: one is sales management and the other is Internet business management. We look at the manufacturing industries (both consumer goods and industrial goods), the wholesale industries, the retail industries and the service industries.
In this study, we present several findings as follows:
(1) Process management is more important than outcome management in sales because customer needs change more rapidly than before and it is necessary for the companies to change their operations quickly to adapt to the customer needs.
(2) Database on customers could stimulate cross-functional informal communications and contribute to organizational customer value creation.
(3) Multiple-relationship strategies could transcend seemingly incompatible sales force approaches: the relationship-oriented approach and the expansion-oriented approach.
(4) "Community" is an important concept to look at organizational customer value creation by Internet.
(5) In the e-commerce business, small or middle-sized companies could have competitive advantages over large establishment companies because their market is unattractive for the established ones because of the market size.
(6) Internet could be a very powerful weapon when the companies employing the "lock-in" strategy are trying to move to the open strategy and the companies employing the open-strategy depending on the existing marketing channels are trying to move to the "lock-in" strategy in order to adapt to their customer needs.
In addition to the above findings, we present some preliminary mathematical models and also discuss methodological potential of qualitative research on our study.
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