Growth Drivers, Fragmentation, and Fairness in Donation Markets: From the Perspective of the SCP Paradigm and Market Quality Theory

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  • Watanabe Fumitaka
    Graduate School of Management, Kyoto University Research Center for Social Systems, Shinshu University

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Other Title
  • 寄付市場の成長ドライバー・断片化・公正性
  • ―SCPパラダイムと市場の質理論の視点から―

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<p>This study examines the structure and characteristics of the monetary donation markets in the U.S. and Japan based on existing research and search demand data. The quantitative aspect of the markets is analyzed using the SCP paradigm, while the qualitative aspect is analyzed using the market quality theory. Quantitatively, the donation markets in Japan and the U.S. have fragmented structures. In Japan, disasters are a major driver of market expansion. It means that the Japanese donation culture is focused on charity and that the underlying structural giving is still immature. Qualitatively, it can be inferred that strengthening the intermediary function of the donation market will improve the market's quality and increase both major gifts and small donations in Japan. The entry of more philanthropic organizations with diverse approaches and ambitious goals will contribute to the market expansion by creating new demand for donations that are less likely to compete with other organizations.</p>

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