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

研究成果: Conference contribution

抄録

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.

本文言語English
ホスト出版物のタイトル57th Annual Meeting of the International Society for the Systems Sciences, ISSS 2013
ホスト出版物のサブタイトルCurating the Conditions for a Thrivable Planet
出版社International Society for the Systems Sciences (ISSS)
ページ661-670
ページ数10
ISBN(印刷版)9781632666901
出版ステータスPublished - 2013 1 1
イベント57th Annual Meeting of the International Society for the Systems Sciences: Curating the Conditions for a Thrivable Planet, ISSS 2013 - Hai Phong City, Viet Nam
継続期間: 2013 7 142013 7 19

出版物シリーズ

名前57th 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

ASJC Scopus subject areas

  • Control and Systems Engineering

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