Proceedings of the 57th Annual Meeting of the ISSS - 2013 HaiPhong, Vietnam, 2013

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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, Takashi Maeno, Seiko Shirasaka, Toshiyuki Yasui

Abstract


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.

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