Research on the mechanism of value cocreation in value chain

2015 Fiscal Year Final Research Report

• Project/Area Number: 24530516
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Otaru University of Commerce
• Principal Investigator: Kondo Kimihiko 小樽商科大学, 商学研究科, 教授 (10205552)
• Project Period (FY): 2012-04-01 – 2016-03-31
• Keywords: 価値共創 / 経験価値 / オープン・イノベーション / 小売業

Outline of Final Research Achievements

The main results of the research are the following points. When we understand value cocreation in the context of distribution, we need to premise the vertical relationship. The relationship consists of two aspects. One is the relationship between buyer and seller, who are the actors of value cocreation, and the more stable and long-term relationship is necessary to cocreate value with consumers. Another aspect is the cooperative relationship between channel organizations. It is critically important to cooperate companies at the other vertical stage in order to cocreate value, which could provide higher customer satisfaction.

Free Research Field

マーケティング