2023 Fiscal Year Final Research Report
An empirical study of the factory open to the public of food processing companies and experiential branding
| Project/Area Number |
20K01879
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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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| Review Section |
Basic Section 07080:Business administration-related
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| Research Institution | Chuogakuin University (2022-2023)
Kanazawa University (2020-2021) |
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Principal Investigator |
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| Project Period (FY) |
2020-04-01 – 2024-03-31
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| Keywords | オープンファクトリー / 経験価値 / ブランディング / 口コミ / ホスピタリティ / 組織イメージ / 良き市民性 / 次世代育成 |
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| Outline of Final Research Achievements |
This study revealed the significance of increasing positive customer reviews for companies in food processing business. This study also revealed the influence of organizing a factory tour for members of the public on customer reviews. We examined the differences in online reviews for about 50 food processing companies whose headquarters are located in Japan. Among the 50 companies Ajinomoto, Gateau Festa Harada,Tokyo Kanefuku, Fukuya, Umekama and Minamoto received numerous positive reviews regarding the subjects contained in the survey.
It is a noteworthy fact,and striking, that the six companies have opened their factories to the public and also include museums. A fact-finding investigation of the six companies' factories was conducted in the study. They allowed visitors to grasp condition of equipment with a feeling of presence. Food manufacturers need to give consumers comfortable and exciting experience with the spirit of hospitality to get clients by online reviews nowadays.
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| Free Research Field |
経営学
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| Academic Significance and Societal Importance of the Research Achievements |
オープンファクトリーは、実務家からの注目度は高いが、学術的研究対象としてはほとんど取り上げられてこなかった。一方、経験価値形成はKeller（2008）等に代表されるブランディング論の最先端領域である。本研究では、生産プロセスの開示が本質的重要性を持つ食品メーカーではオープンファクトリーが口コミ形成、ブランディングの重要な起点になっていることを明確化し、この分野の先駆的な研究成果かつ実践的で新規性の高い学術的知見が得られた。
加えて、施設の実態を正しく伝えブランディングに作用する口コミが増大するための条件を明らかにできた。これは口コミ閲覧者と工場の設置・運営企業の双方に対し大きな意義がある。
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