A PROCESS OF BUSINESS-MODEL CREATION : A CASE STUDY OF ASKUL

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  • ビジネスモデルの創造プロセス : アスクルの事例分析(特集テーマ(2) 組織能力の再構築,特集テーマ)
  • ビジネスモデルの創造プロセス : アスクルの事例分析
  • ビジネスモデル ノ ソウゾウ プロセス : アスクル ノ ジレイ ブンセキ

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The purpose of this paper was to shed light on the processes through which companies formulate superior business models by conducting a case-study analysis of Askul, a new business launched by Plus Corporation that is well known for having a superior business model. Another aim was to help Japanese companies to rebuild their organizational capabilities by learning about the remarkable success story of a new business that was launched before such concepts such as resultism and individualism had taken root. For the paper, people involved with the new business at the time were interviewed, and it was found that the Askul's business-model creation process was as follows: (1) learn from the failures of other businesses in their early stages, (2) craft a basic analytical plan in advance, (3) craft a detailed analytical plan in advance, (4) verify viability by launching the business on a small scale, (5) devise an emergent business model, (6) obtain approval for and implement the emergent business model despite opposition from inside and outside the company, and (7) get into the black and expand the business. Of these steps, (1) and (5) were discovered in the course of producing this paper; they had not been proposed in previous studies. One of the main achievements of this paper was that it showed that the emergent business model contributed to the creation of the eventual business model and the success of the business. This case analyzed for this paper also showed that the absence of excessive resultism or individualism, which is often seen at Japanese companies nowadays, was important in the creation of the business model.

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