研究課題/領域番号 |
15K17143
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研究機関 | 京都大学 |
研究代表者 |
鈴木 智子 京都大学, 経営学研究科, 准教授 (20621759)
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研究期間 (年度) |
2015-04-01 – 2018-03-31
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キーワード | brand management / global marketing / culture / cross-cultural / service / dialectical thinking |
研究実績の概要 |
The purpose of this research is to examine cultural differences in the evaluation of brand image inconsistencies and its underlying mechanism. The findings of this research aim to propose a new theory in brand management that incorporates Asian perspectives. To achieve above research objectives, in FY2015, I conducted (1) literature review and developed hypotheses, (2) experimental study assessing cultural differences in brand image inconsistencies, (3) interviews on the brand management with company executives, particularly in the service sector, and (4) research meetings with top global marketing scholars. Based on the above activities, following research achievements were made in FY2015. First, the importance of the research topic was confirmed at the global level. All of the top global marketing scholars that I've discussed agreed that the research topic is important and interesting. Second, new hypotheses for the mechanism of cultural differences in the evaluation of brand image inconsistencies were identified. These hypotheses will be examined in FY2016. Third, issues in promoting brand management in the Japanese service industry were identified. In Japan, brand management is behind among the service companies compared with the manufacturing companies. In order to utilize the research findings to support the growth of Japanese economy, further discussion with company executives will be conducted in FY2016. The findings were presented in the domestic and overseas academic conferences, invited lectures, domestic and global academic journals, and textbooks.
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現在までの達成度 (区分) |
現在までの達成度 (区分)
2: おおむね順調に進展している
理由
As mentioned in the research achievements section, the confirmation of research significance at the global level and the hypotheses construction were successfully done. Thus, the preliminary stage of this three-years research project is accomplished. In addition, several publications (including the peer-reviewed global academic journal papers) were achieved. Since publications have been planned for the later stage, these achievements are earlier than initially planned.
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今後の研究の推進方策 |
Following research activities are planned for FY2016:(1) publish papers in the peer-reviewed domestic and global academic journals including Japan Marketing Journal, (2) present the findings in the domestic and global academic conferences including Global Marketing Conference in Hong Kong (July), (3) present the findings at the invited lectures including Western Japan Meeting of Japan Society of Marketing and Distribution (June), (4) conduct cross-cultural experiment studies in Japan and U.S. to assess the proposed hypotheses, and (5) discuss on brand management issues with the company executives in the service industries such as retail, hotel, and airline.
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次年度使用額が生じた理由 |
Main reasons for the incurring amount are followings: (1) The research assistant was originally planned to be hired; however, there was no good candidate. (2) The cross-cultural survey study was postponed.
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次年度使用額の使用計画 |
In FY2016, I have found a good candidate for the research assistant who will assist me in spearheading the research. Thus, a part of incurring amount will be used as personnel expenditure in FY2016. Also, I plan to conduct several empirical studies (either survey or experiment) to examine hypotheses ; thus a part will be used as a research cost in miscellaneous. Furthermore, I will be attending two global marketing / consumer behavior conferences to received feedback on the findings of this research from the top global marketing / consumer behavior marketing scholars; thus a part will be used as travel expenses.
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