Advertisement

Concept Design of Cause-Related Marketing Using Wants Chain Analysis and Co-creation Workshops

  • Tomoyuki Fujita
  • Nozomi Sugiyama
  • Motoshi Kanke
  • Toshiyuki Yasui
  • Seiko Shirasaka
  • Takashi Maeno
Chapter

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 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.

Keywords

CRM Healthcare Optimization Value co-creation Workshop 

References

  1. 1.
    Du L, Hou J, Huang Y (2008) Mechanisms of power and action for cause-related marketing: perspectives of enterprise and non-profit organizations. Baltic J Manag 3(1):92–104CrossRefGoogle Scholar
  2. 2.
    Kotler P, Kartjaya H, Setiawan I (2010) Marketing 3.0: from products to customers to the human spirit. Wiley, New YorkCrossRefGoogle Scholar
  3. 3.
    Gourville JT, Rangan VK (2004) Valuing the cause marketing relationship. Calif Manag Rev 47(1):38–57CrossRefGoogle Scholar
  4. 4.
    Sue A (1999) Cause related marketing: who cares wins. Butterworth-Heinemann, OxfordGoogle Scholar
  5. 5.
    Maeno T, Makin Y, Shirasaka S, Makino Y, Kim SK (2011) Wants chain analysis: human-centered method for analyzing and designing social systems. In: Proceedings of the international conference on engineering design, Copenhagen, pp 302–303, Aug 2011Google Scholar
  6. 6.
    Business in the Community (2001) Cause related marketing corporate survey III. Business in the Community, p 41Google Scholar

Copyright information

© Springer Japan 2014

Authors and Affiliations

  • Tomoyuki Fujita
    • 1
  • Nozomi Sugiyama
    • 1
  • Motoshi Kanke
    • 1
  • Toshiyuki Yasui
    • 1
  • Seiko Shirasaka
    • 1
  • Takashi Maeno
    • 1
  1. 1.Graduate School of System Design and Management, Collaboration ComplexKeio UniversityKohhoku-ku, Yokohama CityJapan

Personalised recommendations