Digital Innovation Strategies in Mature Markets:
Marketing research has long been concerned with the characteristics of markets in which businesses are conducted. In particular, it has been argued that one should focus on growing markets and avoid entering mature markets. Innovation is difficult in a mature market; therefore, businesses easily get...
| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2021-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/40/4/40_2021.023/_html/-char/en |
| _version_ | 1798004282086129664 |
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| author | Takanori Suda Naoto Onzo |
| author_facet | Takanori Suda Naoto Onzo |
| author_sort | Takanori Suda |
| collection | DOAJ |
| description | Marketing research has long been concerned with the characteristics of markets in which businesses are conducted. In particular, it has been argued that one should focus on growing markets and avoid entering mature markets. Innovation is difficult in a mature market; therefore, businesses easily get caught in a downfall from a mature to a shrinking market. This is especially true for small and medium-sized businesses with insufficient managerial resources. Crest Holdings K.K. developed mainly by producing signboards for retail stores by bringing innovation to this area. Management efficiency was improved through digitalization and development of “esasy”, a camera that enabled observation of the effectiveness of stores’ signboards and advertisement. In this paper, we focus on the digital innovation strategy taken by Crest Holdings K.K. and their process of digital transformation through innovation by spending revenue generated from increased productivity due to digitalization. This case suggests that even small and medium-sized businesses can be revitalized in a mature market by improvement of management efficiency and innovation, if they can become digitalized. |
| first_indexed | 2024-04-11T12:22:16Z |
| format | Article |
| id | doaj.art-1836d5e350b244af90986bb64d56da2d |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-11T12:22:16Z |
| publishDate | 2021-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-1836d5e350b244af90986bb64d56da2d2022-12-22T04:24:04ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692021-03-014049410310.7222/marketing.2021.023marketingDigital Innovation Strategies in Mature Markets:Takanori Suda0Naoto Onzo1Graduate School of Commerce, Waseda University, JapanFaculty of Commerce, Waseda University, JapanMarketing research has long been concerned with the characteristics of markets in which businesses are conducted. In particular, it has been argued that one should focus on growing markets and avoid entering mature markets. Innovation is difficult in a mature market; therefore, businesses easily get caught in a downfall from a mature to a shrinking market. This is especially true for small and medium-sized businesses with insufficient managerial resources. Crest Holdings K.K. developed mainly by producing signboards for retail stores by bringing innovation to this area. Management efficiency was improved through digitalization and development of “esasy”, a camera that enabled observation of the effectiveness of stores’ signboards and advertisement. In this paper, we focus on the digital innovation strategy taken by Crest Holdings K.K. and their process of digital transformation through innovation by spending revenue generated from increased productivity due to digitalization. This case suggests that even small and medium-sized businesses can be revitalized in a mature market by improvement of management efficiency and innovation, if they can become digitalized.https://www.jstage.jst.go.jp/article/marketing/40/4/40_2021.023/_html/-char/enmature marketinnovationdigital transformationlegacy company |
| spellingShingle | Takanori Suda Naoto Onzo Digital Innovation Strategies in Mature Markets: Maketingu Janaru mature market innovation digital transformation legacy company |
| title | Digital Innovation Strategies in Mature Markets: |
| title_full | Digital Innovation Strategies in Mature Markets: |
| title_fullStr | Digital Innovation Strategies in Mature Markets: |
| title_full_unstemmed | Digital Innovation Strategies in Mature Markets: |
| title_short | Digital Innovation Strategies in Mature Markets: |
| title_sort | digital innovation strategies in mature markets |
| topic | mature market innovation digital transformation legacy company |
| url | https://www.jstage.jst.go.jp/article/marketing/40/4/40_2021.023/_html/-char/en |
| work_keys_str_mv | AT takanorisuda digitalinnovationstrategiesinmaturemarkets AT naotoonzo digitalinnovationstrategiesinmaturemarkets |