Marketing Strategy by Traditional Craftsmen:
Along with ceramic and glass tableware, lacquerware is a kind of Japanese traditional tableware. However, the demand for lacquerware leans to business customers such as traditional Japanese inns and restaurants, and there is a less demand in consumer markets, except for fine art collectors. The Kawa...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2021-06-01
|
| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/41/1/41_2021.036/_html/-char/en |
| _version_ | 1797980141599588352 |
|---|---|
| author | Ryuta Ishii Akinori Ono |
| author_facet | Ryuta Ishii Akinori Ono |
| author_sort | Ryuta Ishii |
| collection | DOAJ |
| description | Along with ceramic and glass tableware, lacquerware is a kind of Japanese traditional tableware. However, the demand for lacquerware leans to business customers such as traditional Japanese inns and restaurants, and there is a less demand in consumer markets, except for fine art collectors. The Kawada district of Sabae City, Fukui, is a leading area of lacquerware production. Shitsurindo, a small enterprise founded about 200 years ago in this area, has made lacquerware only for business customers. However, the firm recently started producing casual lacquerware for consumers under several new brands and supplying these products through new sales channels, thereby succeeding in creating a new market. This paper concludes that the key success factors are (1) business partnerships with excellent design companies, (2) development of direct marketing channels, and (3) entrepreneurship of the company president. |
| first_indexed | 2024-04-11T05:49:43Z |
| format | Article |
| id | doaj.art-3fdf2bc9104c484a9264866e267d30b9 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-11T05:49:43Z |
| publishDate | 2021-06-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-3fdf2bc9104c484a9264866e267d30b92022-12-22T04:42:06ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692021-06-0141110911910.7222/marketing.2021.036marketingMarketing Strategy by Traditional Craftsmen:Ryuta Ishii0Akinori Ono1Ritsumeikan University, JapanKeio University, JapanAlong with ceramic and glass tableware, lacquerware is a kind of Japanese traditional tableware. However, the demand for lacquerware leans to business customers such as traditional Japanese inns and restaurants, and there is a less demand in consumer markets, except for fine art collectors. The Kawada district of Sabae City, Fukui, is a leading area of lacquerware production. Shitsurindo, a small enterprise founded about 200 years ago in this area, has made lacquerware only for business customers. However, the firm recently started producing casual lacquerware for consumers under several new brands and supplying these products through new sales channels, thereby succeeding in creating a new market. This paper concludes that the key success factors are (1) business partnerships with excellent design companies, (2) development of direct marketing channels, and (3) entrepreneurship of the company president.https://www.jstage.jst.go.jp/article/marketing/41/1/41_2021.036/_html/-char/enb2b and b2cchannel expansionbusiness partnershipbrand awarenesssmall business |
| spellingShingle | Ryuta Ishii Akinori Ono Marketing Strategy by Traditional Craftsmen: Maketingu Janaru b2b and b2c channel expansion business partnership brand awareness small business |
| title | Marketing Strategy by Traditional Craftsmen: |
| title_full | Marketing Strategy by Traditional Craftsmen: |
| title_fullStr | Marketing Strategy by Traditional Craftsmen: |
| title_full_unstemmed | Marketing Strategy by Traditional Craftsmen: |
| title_short | Marketing Strategy by Traditional Craftsmen: |
| title_sort | marketing strategy by traditional craftsmen |
| topic | b2b and b2c channel expansion business partnership brand awareness small business |
| url | https://www.jstage.jst.go.jp/article/marketing/41/1/41_2021.036/_html/-char/en |
| work_keys_str_mv | AT ryutaishii marketingstrategybytraditionalcraftsmen AT akinoriono marketingstrategybytraditionalcraftsmen |