Development of a model of marketing based on Effectuation

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K13053
• Research Category: Grant-in-Aid for Challenging Exploratory Research
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Ritsumeikan University
• Principal Investigator: Mari Yoshida 立命館大学, 経営学部, 准教授 (30552278)
• Co-Investigator(Kenkyū-buntansha): 栗木 契 神戸大学, 経営学研究科, 教授 (90294397) ; 高瀬 進 京都大学, 経営管理大学院, 特定助教 (90724047)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: エフェクチュエーション / 不確実性 / 市場創造 / マーケティング / 意思決定

Outline of Final Research Achievements

The aim of our research is to joint the implications from Effectual logic in today's entrepreneurial researches and existing marketing theories. Specifically based on theoretical examination and empirical research, we proposed the possibility of application of the logic of Effectuation to the practice of marketers who confront with the true uncertainty in a market.

Free Research Field

マーケティング戦略