2019 Fiscal Year Research-status Report
Theoretical and empirical research in identifying a new determinant of brand management success besides fit: From a dialectical thinking perspective.
| Project/Area Number |
18K12877
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| Research Institution | Hitotsubashi University |
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Principal Investigator |
鈴木 智子 一橋大学, 大学院経営管理研究科, 准教授 (20621759)
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| Project Period (FY) |
2018-04-01 – 2021-03-31
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| Keywords | brand management / dialecticism / luxury brands / liquid consumption / culture / co-branding / fit / global marketing |
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| Outline of Annual Research Achievements |
Based on the feedback from leading marketing scholars obtained in FY2018, I have focused on understanding the phenomena and developing hypotheses through qualitative research in FY2019. In-depth single case study was conducted for the KitKat's premiumization strategy in Japan and Hoshino Resorts' branding strategy to understand the branding strategy in the Japanese market. Also, qualitative research was conducted for two topics related with this research focusing on low-fit: (1) luxury rentals and (2) co-branding of high-end luxury brands and low-end brands. Finally, to deepen the understanding of dialecticism, research on culture and business was conducted. One case-study and one working paper are published; and one paper has been submitted to refereed journal (currently under review).
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| Current Status of Research Progress |
Current Status of Research Progress
2: Research has progressed on the whole more than it was originally planned.
Reason
The outputs from this research are delivered more than planned for FY2019. The research was presented at five international conferences including the top conferences such as American Marketing Association (AMA) and European Marketing Academy (EMAC); one case study (KitKat's premiumization strategy) was published; five business articles on brand management were published; the research was featured in the Nikkei Shimbun, Reuters, and other online articles; three working papers were developed; three papers are submitted to academic journals and are currently under review.
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| Strategy for Future Research Activity |
First, based on the hypotheses developed in FY2019, the empirical study will be conducted in FY2020. The experimental study design is currently under development. Two to three experiments are planned to be conducted in FY2019.
Second, several working papers are currently under development to be submitted to international conferences; therefore to receive comments from the leading marketing scholars.
Third, the article series on brand management will be finish in FY2019. Based on the articles, a manuscript for book will be prepared.
Finally, one or two papers will be submitted to the refereed international journals.
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| Causes of Carryover |
Originally, the empirical studies were planned to be conducted in YR2019. However, the direction changed after the comments provided to the research in YR2018. Thus, I focused on qualitative research in YR2019 and postponed the empirical studies to YR2020. The empirical studies will be conducted in YR2020.
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