The concept design of cause related marketing utilizing wants chain analysis proposing the method and validation through value co-creation workshops

Nozomi Sugiyama, Tomoyuki Fujita, Motoshi Kanke, Toshiyuki Yasui, Seiko Shirasaka, Takashi Maeno

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

In this study, we propose a methodology for designing a Cause-Related Marketing (CRM) strategy using Wants Chain Analysis (WCA). To delineate the methodology, the authors introduce the concept of WCA to design CRM through a concrete and effective process in a standardized manner. The methodology can help create new types of concepts of CRM that are not only donation-based but also make relationships and supply substance or service. The authors validate the efficacy of a WCA-based CRM by conducting experiments during workshops held for value co-creation, in which various CRM stakeholders participated to create concrete designs for CRM.

Original languageEnglish
Title of host publication57th Annual Meeting of the International Society for the Systems Sciences, ISSS 2013
Subtitle of host publicationCurating the Conditions for a Thrivable Planet
PublisherInternational Society for the Systems Sciences (ISSS)
Pages661-670
Number of pages10
ISBN (Print)9781632666901
Publication statusPublished - 2013 Jan 1
Event57th Annual Meeting of the International Society for the Systems Sciences: Curating the Conditions for a Thrivable Planet, ISSS 2013 - Hai Phong City, Viet Nam
Duration: 2013 Jul 142013 Jul 19

Publication series

Name57th Annual Meeting of the International Society for the Systems Sciences, ISSS 2013: Curating the Conditions for a Thrivable Planet

Other

Other57th Annual Meeting of the International Society for the Systems Sciences: Curating the Conditions for a Thrivable Planet, ISSS 2013
CountryViet Nam
CityHai Phong City
Period13/7/1413/7/19

Keywords

  • CRM
  • Healthcare
  • Optimization
  • Value co-creation
  • Workshop

ASJC Scopus subject areas

  • Control and Systems Engineering

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