Market Disruption and Creation on Megamarketing

• Nishimoto Akihiro

  School of Business Administration, Kwansei Gakuin University

• Katsumata Sotaro

  Graduate School of Economics, Osaka University

Bibliographic Information

Other Title

• メガマーケティングによる市場の断絶と創造：着メロから着うたへ
• メガマーケティング ニ ヨル シジョウ ノ ダンゼツ ト ソウゾウ : キ メロ カラ キウタ エ

Abstract

This research examines the market disruption and creation process based on the concept of megamarketing which expands the traditional marketing concept and its theoretical foundation, neo-institutional theory. The study focuses on the music downloading market in Japan as an objective case and investigates its disruption and creation through institutional work. In addition, we empirically examine the impact of the institutional work on market expansion, using quantitative analysis.

Journal

• Organizational Science

  Organizational Science 51 (3), 31-45, 2018-03-20

  The Academic Association for Organizational Science

Keywords

• Megamarketing
• Neo-institutional Theory
• Institutional Work

Details

• CRID: 1390001288037988992
• NII Article ID: 130007397692
• NII Book ID: AN00135007
• DOI: 10.11207/soshikikagaku.51.3_31
• ISSN: 2187932X
• ISSN: 02869713
• NDL BIB ID: 028993397
• Web Site: https://ndlsearch.ndl.go.jp/books/R000000004-I028993397
• Text Lang: ja
• Data Source:
  • JaLC
  • NDL
  • CiNii Articles
  • KAKEN
• Abstract License Flag: Disallowed