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Research on the mechanism of Japanese type of multichannel and its performance

Research Project

Project/Area Number 15K03719
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Commerce
Research InstitutionOtaru University of Commerce

Principal Investigator

Kondo Kimihiko  小樽商科大学, 商学研究科, 副学長 (10205552)

Project Period (FY) 2015-04-01 – 2019-03-31
Project Status Completed (Fiscal Year 2018)
Budget Amount *help
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2017: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
Fiscal Year 2016: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
Fiscal Year 2015: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Keywordsオムニチャネル / マルチチャネル / 日本型オムニチャネル / クリック&モルタル / 電子商取引 / 多業態オムニチャネル / チャネル統合 / ロジスティクス
Outline of Final Research Achievements

The goal of this research is to theoretically and empirically clarify ‘multichannel’ in retailing (hereinafter we call omnichannel as ‘omnichannel’ based on the recent research trend).
From the theoretical point of view, the author considered the Japanese type of omnichannel, which is the specific mode developed in the Japanese retail environment, and clarified that Japanese omnichannel can be characterized as omnichannel with multi-formats and store network. Also, from the questionnaire survey of Japanese retail companies, the author examined (1) dimensions of omnichannel integration, (2) coordination among omnichannel organizations, (3) data integration and implementation of omnichannel strategy, and (4) omnichannel strategy and performance.

Academic Significance and Societal Importance of the Research Achievements

本研究の学術的意義は、これまで暗黙的に前提となってきた米国型オムニチャネルに対して、わが国の小売業の発展プロセスを踏まえた日本型オムニチャネルの存在を提起し、その独自性を理論的・実証的に明らかにしようとした点にある。理論的には、日本型オムニチャネルが多業態オムニチャネルと店舗ネットワークの2つから特徴づけられることを指摘し、実証的には、日本の小売業を対象としたアンケート調査から日本型オムニチャネルの構造、戦略、成果の関係に注目し、その全体像に迫ったことにある。

Report

(5 results)
  • 2018 Annual Research Report   Final Research Report ( PDF )
  • 2017 Research-status Report
  • 2016 Research-status Report
  • 2015 Research-status Report
  • Research Products

    (12 results)

All 2018 2017 2016 2015

All Journal Article (3 results) (of which Peer Reviewed: 2 results,  Open Access: 2 results) Presentation (9 results) (of which Int'l Joint Research: 2 results)

  • [Journal Article] Characteristics of Japanese type of omnichannel and its theoretical issues2018

    • Author(s)
      近藤公彦
    • Journal Title

      Journal of Marketing & Distribution

      Volume: 21 Issue: 1 Pages: 77-89

    • DOI

      10.5844/jsmd.21.1_77

    • NAID

      130006594616

    • ISSN
      1345-9015, 2186-0939
    • Related Report
      2017 Research-status Report
    • Peer Reviewed / Open Access
  • [Journal Article] Characteristics of the Japanese Type of Omnichannel Retailing2016

    • Author(s)
      Kimihiko Kondo
    • Journal Title

      2016 Global Marketing Conference at Hong Kong Proceedings

      Volume: - Pages: 856-860

    • DOI

      10.15444/gmc2016.06.07.02

    • Related Report
      2016 Research-status Report
    • Peer Reviewed / Open Access
  • [Journal Article] 小売業におけるマルチチャネル化とチャネル統合2016

    • Author(s)
      近藤 公彦
    • Journal Title

      国民経済雑誌(神戸大学)

      Volume: 第212巻第1号 Pages: 61-73

    • Related Report
      2015 Research-status Report
  • [Presentation] 顧客戦略としてのオムニチャネル2018

    • Author(s)
      近藤公彦
    • Organizer
      日本商業学会第68回全国研究大会報告
    • Related Report
      2018 Annual Research Report
  • [Presentation] オムニチャネル戦略と経営成果2017

    • Author(s)
      近藤公彦
    • Organizer
      日本商業学会第67回全国研究大会
    • Related Report
      2017 Research-status Report
  • [Presentation] オムニチャネルにおけるチャネル統合と経営成果2016

    • Author(s)
      近藤公彦
    • Organizer
      日本商業学会北海道部会
    • Place of Presentation
      小樽商科大学札幌サテライト(北海道札幌市中央区)
    • Year and Date
      2016-12-10
    • Related Report
      2016 Research-status Report
  • [Presentation] 日本型オムニチャネルの分析視角2016

    • Author(s)
      近藤公彦
    • Organizer
      日本マーケティング学会
    • Place of Presentation
      早稲田大学(東京都新宿区)
    • Year and Date
      2016-10-16
    • Related Report
      2016 Research-status Report
  • [Presentation] Characteristics of the Japanese Type of Omnichannel Retailing2016

    • Author(s)
      Kimihiko Kondo
    • Organizer
      2016 Global Marketing Conference at Hong Kong
    • Place of Presentation
      Conrad Hotel Hong Kong(中国)
    • Year and Date
      2016-07-22
    • Related Report
      2016 Research-status Report
    • Int'l Joint Research
  • [Presentation] 日本型オムニチャネルの捉え方と理論構築の方向性2016

    • Author(s)
      近藤公彦
    • Organizer
      日本マーケティング学会
    • Place of Presentation
      青山学院大学(東京都渋谷区)
    • Year and Date
      2016-07-16
    • Related Report
      2016 Research-status Report
  • [Presentation] 日本型オムニチャネルの特質と理論的課題2016

    • Author(s)
      近藤公彦
    • Organizer
      日本商業学会第66回全国研究大会
    • Place of Presentation
      千葉商科大学(千葉県市川市)
    • Year and Date
      2016-06-05
    • Related Report
      2016 Research-status Report
  • [Presentation] Opportunities and Challenges of Omnichannel Strategy in Japanese Retailing2015

    • Author(s)
      Kimihiko Kondo
    • Organizer
      International Conference of Asian Marketing Association
    • Place of Presentation
      早稲田大学
    • Year and Date
      2015-11-01
    • Related Report
      2015 Research-status Report
    • Int'l Joint Research
  • [Presentation] 小売業におけるマルチ チャネル化とチャネル間統合2015

    • Author(s)
      近藤 公彦
    • Organizer
      日本商業学会第65回全国研究大会
    • Place of Presentation
      香川大学
    • Year and Date
      2015-05-31
    • Related Report
      2015 Research-status Report

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Published: 2015-04-16   Modified: 2020-03-30  

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