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

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Serviceology for Services (ICServ 2013)

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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.

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Author information

Authors and Affiliations

  1. Graduate School of System Design and Management, Collaboration Complex, Keio University, 4-1-1 Hiyoshi, Kohhoku-ku, Yokohama City, Kanagawa, 223-8526, Japan

    Tomoyuki Fujita, Nozomi Sugiyama, Motoshi Kanke, Toshiyuki Yasui, Seiko Shirasaka & Takashi Maeno

Authors
  1. Tomoyuki Fujita
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  2. Nozomi Sugiyama
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  3. Motoshi Kanke
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  4. Toshiyuki Yasui
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  5. Seiko Shirasaka
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  6. Takashi Maeno
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Corresponding author

Correspondence to Tomoyuki Fujita .

Editor information

Editors and Affiliations

  1. National Institute of Advanced Industrial Science and Technology, Koto-ku, Tokyo, Japan

    Masaaki Mochimaru  & Takeshi Takenaka  & 

  2. The University of Tokyo, Kashiwa, Chiba, Japan

    Kanji Ueda

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© 2014 Springer Japan

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Fujita, T., Sugiyama, N., Kanke, M., Yasui, T., Shirasaka, S., Maeno, T. (2014). Concept Design of Cause-Related Marketing Using Wants Chain Analysis and Co-creation Workshops. In: Mochimaru, M., Ueda, K., Takenaka, T. (eds) Serviceology for Services. ICServ 2013. Springer, Tokyo. https://doi.org/10.1007/978-4-431-54816-4_25

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  • DOI: https://doi.org/10.1007/978-4-431-54816-4_25

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  • Publisher Name: Springer, Tokyo

  • Print ISBN: 978-4-431-54815-7

  • Online ISBN: 978-4-431-54816-4

  • eBook Packages: EngineeringEngineering (R0)

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