2016 Fiscal Year Final Research Report
Business History of Marketing Operations in the General Electric Company
| Project/Area Number |
25380445
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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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| Research Field |
Economic history
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| Research Institution | Chuo University |
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Principal Investigator |
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| Project Period (FY) |
2013-04-01 – 2017-03-31
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| Keywords | マーケティング / ゼネラル・エレクトリック社 / B to B / 電機産業 / セールスマン / 事業部制 |
|---|
| Outline of Final Research Achievements |
By examining the marketing activities of General Electric Company, a leading gigantic enterprise of the 20th century, I clarified how the "marketing revolution" in the 20th century progressed. In addition to making it clear what kind of role marketing played in the process of accepting new industries by the society, I showed the marketing activities in intercompany transactions that have been rarely studied so far, and furthermore clarified the mass marketing of home appliances. At the same time, I revealed the recurutment, education and career paths of people who were responsible for marketing activities, and grasped the clue to review the history of the divisional structure from the viewpoint of marketing strategy.
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| Free Research Field |
経営史
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