Development of CRM(Cause-related marketing) model for earthquake reconstruction

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K13035
• Research Category: Grant-in-Aid for Challenging Exploratory Research
• Allocation Type: Multi-year Fund
• Research Field: Management
• Research Institution: Kobe University
• Principal Investigator: BABA Shinichi 神戸大学, 経営学研究科, 准教授 (50722641)
• Co-Investigator(Kenkyū-buntansha): 國部 克彦 神戸大学, 経営学研究科, 教授 (70225407)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: CRM（コーズ・リレイテッド・マーケティング） / 寄付つき商品 / 震災復興

Outline of Final Research Achievements

We have studied whether CRM model is effective to support post-quake recovery. In other words do companies and/or consumers accept it or not? In implementing CRM, companies’ primary interests are rather to increase their sales and strengthen their brands than public interests. Regarding consumers, we experimented with cooperation of University Cooperative and Tabio Corporation.
Key findings from this experiment are ; 1) 10 to 15 % of people purchased products for the support purpose, 2) difficulties in raising instore awareness and in repeat under the same program, and 3) 60 to 80% of people supported the idea of CRM in the aftermath period.

Free Research Field

企業の社会的責任