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Value Co-Creation Marketing in the Age After-Corona and With-Corona:
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- Muramatsu Junichi
- Okayama University of Science, Japan
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- Oyabu Akira
- Okayama University of Science, Japan
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- Miyawaki Yasunori
- Okayama University of Science, Japan
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- Zhang Jing
- Kanazawa University, Japan
Bibliographic Information
- Other Title
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- アフターコロナ・ウイズコロナ時代の価値共創マーケティング
- From a Corporate Systems Perspective
- ― 企業システムの視点から ―
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Description
<p>Coronavirus disease (COVID) related confusion has transformed people’s behavior. At the same time, value creation in the customer's lifeword has become more diverse, complex, and sophisticated. As a result, for firms engaged in value co-creation with customers, the knowledge and skills demanded by customers are now beyond the scope of individual firms. Based on this perspective, value co-creation marketing needs to respond in new ways to fulfill these demands. Under such circumstances, firms that offer a large variety of knowledge and skills required by customers have emerged through a new form of corporate system, which is called a local platform. Therefore, in this study, we discussed a further reach point of value co-creation marketing research, clarified the theoretical and practical issues in today’s coronavirus disaster, and demonstrated the characteristics of the new corporate system through a case study dealing with concern of a local platform. Based on these discussions, we looked forward to new directions for marketing research in the future.</p>
Journal
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- Quarterly Journal of Marketing
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Quarterly Journal of Marketing 41 (1), 41-53, 2021-06-30
Japan Marketing Academy
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Details 詳細情報について
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- CRID
- 1390288535621053056
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- NII Article ID
- 130008059265
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- ISSN
- 21881669
- 03897265
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- Text Lang
- ja
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- Article Type
- journal article
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- Data Source
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- JaLC
- Crossref
- CiNii Articles
- KAKEN
- OpenAIRE
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- Abstract License Flag
- Disallowed