Concept Design of Cause-Related Marketing Using Wants Chain Analysis and Co-creation Workshops
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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 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.
KeywordsCRM Healthcare Optimization Value co-creation Workshop
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