The historical research on the groundbreaking stage of digital book diffusion process

2014 Fiscal Year Final Research Report

• Project/Area Number: 23330145
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Single-year Grants
• Section: 一般
• Research Field: Commerce
• Research Institution: University of Marketing and Distribution Sciences
• Principal Investigator: SHIMIZU Nobutoshi 流通科学大学, 商学部, 教授 (70330529)
• Co-Investigator(Kenkyū-buntansha): NISHIKAWA Hidehiko 法政大学, 経営学部, 教授 (10411208) ; KISHIYA Kazuhiro 関西大学, 商学部, 教授 (40330170) ; MIZUKOSHI Kosuke 首都大学東京, 社会科学研究科, 准教授 (60404951) ; KURIKI Kei 神戸大学大学院, 経営学研究科, 教授 (90294397)
• Project Period (FY): 2011-04-01 – 2015-03-31
• Keywords: マーケティング / 消費者行動 / 流通システム

Outline of Final Research Achievements

From a viewpoint of marketing, we drew the following three points as important factors about the innovation diffusion and business success in digital book industry. (1) "Internet literacy" (operation capability, communication capability with the others, risk-understanding capability, etc.) is required to be considered in the design of service operation in order to promote the consumers’ use of digital book. (2) It is the necessity for the business design in digital book industry from a viewpoint of “relationship marketing”. (3) It’s also needed to have the viewpoint of "effectuation" which attaches greater importance on practice, rather than planning.

Free Research Field

マーケティング