2015 Fiscal Year Final Research Report
Study of the marketing in the consumption process of the customer after the exchange
| Project/Area Number |
25380565
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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 |
Commerce
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| Research Institution | Hiroshima University |
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Principal Investigator |
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| Project Period (FY) |
2013-04-01 – 2016-03-31
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| Keywords | 価値共創 / サービスドミナントロジック / サービスロジック / 消費プロセスへの入り込み / マーケティング |
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| Outline of Final Research Achievements |
This study focused on the consumption process of the customer after the exchange that a past marketing study did not put much interest and clarified the marketing of a company developed there from the viewpoint called the value co-creation. Specifically, I investigated a service industry, a retail trade, consumer goods manufacturing industry, producer goods manufacturing industry, and it was shown that the company performed a co-creation of the value for the customer through direct interaction with a customer. These facts have been overlooked so far and become the new knowledge for a future marketing study.
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| Free Research Field |
マーケティング
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