サービス・ドミナント・ロジックに 基づく、独立系中小書店の マーケティング戦略の構築

伊藤, 優; 稲葉, 祐之

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サービス・ドミナント・ロジックに基づく、独立系中小書店のマーケティング戦略の構築

https://doi.org/10.34577/00000058

名前 / ファイル	ライセンス	アクション
サービス・ドミナント・ロジックに基づく、独立系中小書店のマーケティング戦略の構築 (624.8 kB)

Item type

紀要論文 / Departmental Bulletin Paper(1)

公開日

2013-11-01

タイトル

サービス・ドミナント・ロジックに基づく、独立系中小書店のマーケティング戦略の構築

言語

タイトル

The Construction of Marketing Strategies for Independent Small and Medium-sized Bookstores Based on the Service-Dominant Logic.

言語

jpn

資源タイプ

資源タイプ識別子

http://purl.org/coar/resource_type/c_6501

資源タイプ

departmental bulletin paper

ID登録

10.34577/00000058

ID登録タイプ

JaLC

アクセス権

open access

アクセス権URI

http://purl.org/coar/access_right/c_abf2

著者

伊藤, 優
稲葉, 祐之

抄録

内容記述タイプ

Abstract

内容記述

This paper analyzes the effective marketing strategies of independent
small and medium-sized bookstores based on the Service-Dominant (S-D)
Logic. Existing research argued that independent small and medium-sized
bookstores, which are not chain-operated, were decreasing year by year
because of the emergence of competitors, the increase of distribution channels,
and the depression of the publication industry.
However, some independent small and medium-sizedbookstores run
successfully even under such circumstances. Oda(2008a) pointed out that
publication business is controlled by modern distribution system based on
market mechanisms with the times. This argument showed that the role of
the bookstore had changed from cultural to economic, and consequently the
effective marketing strategies were critical to run the business stably.
This paper’s research question is “What kind of marketing strategies
do successful independent small and medium-sized bookstores have?”. S-D
Logic influences today’s marketing theories, and this logic provides the new
mindset of effective marketing strategies with independent small and mediumsized
bookstores which cannot be built by other marketing frameworks. Thus
a hypothesis, “Do successful independent small and medium-sized bookstores
have marketing strategies based on Service-Dominant Logic?” was set to
answer this research question.

In order to verify the hypothesis above, this paper made an analysis
of six successful cases of independent small and medium-sized bookstores
individually from the view of S-D Logic. As a result of comparison among
them, it was found that there were four elements to be a successful independent
small and medium-sized bookstore. First, these bookstores make much of cocreation
of value with customers, publishers, distributors, and other people
around them. Secondly, every bookstore understood its own operant resources
to co-create of value. Thirdly, fitting in with their local communities was
necessary. Finally, some bookstores provide services to enhance value in their
own contexts. And this paper concluded that this result corresponded to the
hypothesis above.
This paper has two implications below. Firstly, this paper provides
effective marketing strategies based on S-D Logic for independent small and
medium-sized bookstores. Secondly, this paper showed concrete examples
of marketing strategies and fuctors for success based on S-D Logic. This
study contributes to indicate the usefulness of S-D Logic. S-D Logic is still in
development stages, therefore the further accumulation of case study is still
required.

言語

書誌情報

ja : 社会科学ジャーナル

号 76, p. 97-120, 発行日 2013-09-01

出版者

国際基督教大学

言語

ISSN

収録物識別子タイプ

ISSN

収録物識別子

04542134

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