{"created":"2023-05-18T10:24:26.397934+00:00","id":16,"links":{},"metadata":{"_buckets":{"deposit":"385a3a99-aa07-4a29-9121-59c72dacdae7"},"_deposit":{"created_by":7,"id":"16","owners":[7],"pid":{"revision_id":0,"type":"depid","value":"16"},"status":"published"},"_oai":{"id":"oai:togaku.repo.nii.ac.jp:00000016","sets":["1:6:8"]},"author_link":["20","21"],"control_number":"16","item_10002_biblio_info_7":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2004-04-01","bibliographicIssueDateType":"Issued"},"bibliographicIssueNumber":"1","bibliographicPageEnd":"87","bibliographicPageStart":"44","bibliographicVolumeNumber":"1","bibliographic_titles":[{"bibliographic_title":"現代経営経済研究"},{"bibliographic_title":"Toyo Gakuen University, business and economic review"}]}]},"item_10002_description_5":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"花王は1982年に「花王ソフィーナ」（以下，ソフィーナ）で化粧品市場に本格的に参入し，短期間のうちに業界2位まで躍進した．本稿の目的は，マーケティング戦略の枠組みに従ってソフィーナの事例を考察し，マーケティング論の体系を再検証するとともに，その戦略性を一貫性/統合性/重点性を基準に分析することにある．全需の減少やテストマーケティングの表面的失敗など，常識的には参入が不利と考えられていた状況にあって，花王は先発メーカーのビジネスモデルや業界の慣例を否定した参入方法をとった．この背景には，明確な企業目標やトータル・マーケティングの実践，経営資源を集中して投入する戦略的発想があったと考えられる．","subitem_description_type":"Abstract"}]},"item_10002_publisher_8":{"attribute_name":"出版者","attribute_value_mlt":[{"subitem_publisher":"東洋学園大学","subitem_publisher_language":"ja"}]},"item_10002_relation_12":{"attribute_name":"論文ID（NAID）","attribute_value_mlt":[{"subitem_relation_type":"isIdenticalTo","subitem_relation_type_id":{"subitem_relation_type_id_text":"110008606425","subitem_relation_type_select":"NAID"}}]},"item_10002_source_id_11":{"attribute_name":"書誌レコードID","attribute_value_mlt":[{"subitem_source_identifier":"AA11928733","subitem_source_identifier_type":"NCID"}]},"item_10002_source_id_9":{"attribute_name":"ISSN","attribute_value_mlt":[{"subitem_source_identifier":"13492004","subitem_source_identifier_type":"ISSN"}]},"item_10002_version_type_20":{"attribute_name":"著者版フラグ","attribute_value_mlt":[{"subitem_version_type":"VoR"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"井原, 久光","creatorNameLang":"ja"},{"creatorName":"イハラ, ヒサミツ","creatorNameLang":"ja-Kana"}],"nameIdentifiers":[{},{}]},{"creatorNames":[{"creatorName":"Ihara, Hisamitsu","creatorNameLang":"en"}],"nameIdentifiers":[{}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_date","date":[{"dateType":"Available","dateValue":"2018-03-31"}],"displaytype":"detail","filename":"KJ00007166839.pdf","filesize":[{"value":"4.0 MB"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"label":"マーケティングにおける戦略性の検証 : 「花王ソフィーナ」の事例","url":"https://togaku.repo.nii.ac.jp/record/16/files/KJ00007166839.pdf"},"version_id":"cdb57370-b5a1-4e2a-803f-797cdd4b900f"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_title":"マーケティングにおける戦略性の検証 : 「花王ソフィーナ」の事例","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"マーケティングにおける戦略性の検証 : 「花王ソフィーナ」の事例","subitem_title_language":"ja"},{"subitem_title":"An Examination of Marketing Strategies : An Analysis of \"Kao Sofina\"","subitem_title_language":"en"}]},"item_type_id":"10002","owner":"7","path":["8"],"pubdate":{"attribute_name":"PubDate","attribute_value":"2018-03-31"},"publish_date":"2018-03-31","publish_status":"0","recid":"16","relation_version_is_last":true,"title":["マーケティングにおける戦略性の検証 : 「花王ソフィーナ」の事例"],"weko_creator_id":"7","weko_shared_id":-1},"updated":"2023-06-22T09:12:38.249728+00:00"}