Inquiry into Practical Process of Marketing Re-framing by Thick Description

2015 Fiscal Year Final Research Report

• Project/Area Number: 25590093
• Research Category: Grant-in-Aid for Challenging Exploratory Research
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Kobe University
• Principal Investigator: KURIKI KEI 神戸大学, 経営学研究科, 教授 (90294397)
• Co-Investigator(Kenkyū-buntansha): MIZUKOSHI Kosuke 首都大学東京, 大学院社会(科)学研究科, 准教授 (60404951) ; YOSHIDA Mari 立命館大学, 経営学部, 准教授 (30552278)
• Project Period (FY): 2013-04-01 – 2016-03-31
• Keywords: マーケティング / リフレーミング / エフェクチュエーション / 不確実性 / 相互依存性

Outline of Final Research Achievements

In this research, we have focused on a new marketing concept, ‘marketing re-framing’ which is in a germinal stage of theory development. The object of our research is to formulate this new concept as a practical theory. We have gathered 15 marketing cases and analyzed the complementary roles between effectuation and causation in the cases. We have found the role of organizational infrastructure which supports the use of effectuation in large companies.

Free Research Field

マーケティング