Market Disruption and Creation on Megamarketing

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  • メガマーケティングによる市場の断絶と創造:着メロから着うたへ
  • メガマーケティング ニ ヨル シジョウ ノ ダンゼツ ト ソウゾウ : キ メロ カラ キウタ エ

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<p>This research examines the market disruption and creation process based on the concept of megamarketing which expands the traditional marketing concept and its theoretical foundation, neo-institutional theory. The study focuses on the music downloading market in Japan as an objective case and investigates its disruption and creation through institutional work. In addition, we empirically examine the impact of the institutional work on market expansion, using quantitative analysis.</p>


  • Organizational Science

    Organizational Science 51 (3), 31-45, 2018-03-20

    The Academic Association for Organizational Science

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