Empirical Research on the Marketing Contribution for the Growth of Start-up Firms

营销对初创企业成长贡献的实证研究

• 批准号: 17530318
• 负责人: TAKEMURA Masaaki
• 金额: $ 2.31万
• 依托单位: Meiji University
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Scientific Research (C)
• 财政年份: 2005
• 资助国家: 日本
• 起止时间: 2005 至 2007
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-17530318/
• 关键词: Start-ups; Growth; Marketing; Innovation; Network; 適応

We have empirically confirmed that the marketing contributed to the growth of the start-up firms. Our findings were two as follows.First, though marketing contributed to the growth, this contribution is not good for the growth of scales, but for innovation. To purse for the scale of the firm was the theme on traditional small firm research, that is, industry dualism. The industry dualism criticized uneven growth of the companies within one country. This study insisted to change a regulation which contributed to growth of small firms. When a researcher emphasized that the marketing contributed to growth, he/she implicitly assumed that ultimate purpose of the small firms was the growth of the scale. As many studies noticed, a large scale company often tends to be bureaucratic. This trend sometimes forced personals behave formally and strictly. As a result, this organization yields innovation lesser than the organization with entrepreneurships.Second, this innovation was depended upon the atmosphere of trust structure among business transaction networks. As many researches revealed, since innovation cannot be controlled, to foster innovation often required many trial and error processes. This process might be success under trust condition. Because, under trust condition, a company belonged to this transaction knew that there was no guarantee for success. Even this low probability for success, a member would like to bet on its performance. We called this behavior as trust. Innovation often was failed, but a company supported innovators tried more and more. Marketing technique might be regarded as this kind of process. Marketing shall be the networking process in small firm growth studies.

我们已经实证证实，市场营销有助于创业公司的成长。研究结果发现：第一，行销虽然有助于企业成长，但对企业规模成长并不有利，反而有利于企业创新。追求企业规模是传统小企业研究的主题，即产业二元论。产业二元论批评了一个国家内公司的不均衡增长。这项研究坚持要改变一项有助于小企业发展的规定。当研究者强调营销对增长的贡献时，他/她隐含地假设小企业的最终目的是规模的增长。正如许多研究所注意到的，一个大规模的公司往往倾向于官僚主义。这种趋势有时迫使个人行为正式和严格。第二，这种创新依赖于商业交易网络之间的信任结构氛围。正如许多研究所揭示的，由于创新是无法控制的，因此要促进创新往往需要许多试验和错误的过程。在信任的条件下，这一过程可能是成功的。因为，在信任的条件下，属于这项交易的公司知道，没有成功的保证。即使成功的可能性很低，一个成员也愿意赌它的表现。我们称这种行为为信任。创新往往是失败的，但一个公司支持创新者尝试越来越多。营销技术可以看作是这样一种过程。营销应是小企业成长研究中的网络化过程。

项目成果

Japanese Sales Management, No, It's Eigyo!

日本销售管理，不，是Eigyo！

• 发表时间: 2005
• 期刊: Proceedings of IMP conference, Rotterdam 21
• 作者: Takemura;Masaaki;Wang;Yi-jen
• 通讯作者: Yi-jen

生産財商社の役割再評価

重新评估生产资料贸易公司的作用

• 发表时间: 2007
• 期刊: 明大商学論叢 第89巻第4号
• 作者: Takemura;Masaaki;竹村正明
• 通讯作者: 竹村正明

Dysfunctions of Sales Force Automation

销售队伍自动化的功能障碍

• 发表时间: 2008
• 作者: Takeraura;Masaaki
• 通讯作者: Masaaki

商業集積の業績に関する分析フレームワークの構築

构建商业集聚绩效分析框架

• 发表时间: 2008
• 期刊: 流通科学大学論集 第20巻第2号
• 作者: Kunihiko lwasaki;Tadayuki Miyamoto;岩崎 邦彦;渡部 和雄;渡部 和雄;Kazuo Watabe;Kazuo Watabe;岩崎 邦彦;渡部 和雄;Kunihiko Iwasaki;Tadayuki Miyamoto;Tadayuki Miyamoto;Tadayuki Miyamoto;鈴木 直義;渡部 和雄;鈴木 直義;堀口 貴光;岩崎 邦彦(日本中小企業学会編);竹村 正明;王 怡人
• 通讯作者: 王 怡人

Sales Network in Japanese Industrial Distributors

日本工业经销商的销售网络

• 发表时间: 2006
• 期刊: Proceedings of IMP Conference 22
• 作者: Takemura;Masaaki;Wang;Yi-jen
• 通讯作者: Yi-jen