Reconstruction of Distribution and Marketing Theory - The Potential of Direct-to-Consumer E-commerce in the Primary Industry

2023 Fiscal Year Final Research Report

• Project/Area Number: 21K01772
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 07090:Commerce-related
• Research Institution: Osaka University of Commerce
• Principal Investigator: Kato Tsukasa 大阪商業大学, 総合経営学部, 教授 (50161104)
• Co-Investigator(Kenkyū-buntansha): 二宮 麻里 大阪公立大学, 大学院経営学研究科, 准教授 (40320270) ; 濱 満久 名古屋学院大学, 商学部, 教授 (10440653) ; 白 貞壬 流通科学大学, 商学部, 教授 (60400074)
• Project Period (FY): 2021-04-01 – 2024-03-31
• Keywords: 流通論 / 卸売市場 / 食品スーパー / 有機農産物 / 産直EC / 価値共創

Outline of Final Research Achievements

The study compared the traditional distribution system via wholesale markets with the newly emerged producer-direct EC system, using the framework of 'supply-demand adjustment' in Japanese distribution and marketing theory. Focusing particularly on organic produce, the study clarified that organic produce has not been valued in the traditional distribution system as a factor hindering the expansion of its market, and that the need to increase the number of products handled by supermarkets to expand the market is hindered by the 'qualitative and quantitative instability of supply' inherent in organic produce. The study revealed that the organic produce market is still in a state of flux. To overcome this problem, the study focused on the role of Shunrakuzen, a supermarket specializing in organic produce, as a mediator of 'value co-creation' between producers and consumers and attempted to theoretically clarify the issue.

Free Research Field

流通・商業論

Academic Significance and Societal Importance of the Research Achievements

欧米における環境意識の高まりに呼応して、日本政府は有機農業の農地面積の割合を2050年までに25％まで高める「みどりの食料システム戦略」を策定した。しかし、日本の農産物市場には特有の阻害要因があり、その理論的な分析なしに、その実現は困難である。本研究では、近年理論的に注目されているサービス・ドミナント・ロジックによる価値共創という概念に着目し、市場拡大という政策的課題のみならず、新しい流通・商業理論の発展にも寄与するものと考え、国際学会での発表・交流を行った。