Potential for New Product Development through Interaction between Smart Roasters and Roasters:
The aim of this paper is to examine how smart roasters, one of the forms of Digital Transformation (DX) in the field of coffee bean roasting, are involved in the process of building branding in the specialty coffee business, with a focus on the interaction between coffee roasting profile data and ro...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2024-01-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/43/3/43_2024.002/_html/-char/en |
| Summary: | The aim of this paper is to examine how smart roasters, one of the forms of Digital Transformation (DX) in the field of coffee bean roasting, are involved in the process of building branding in the specialty coffee business, with a focus on the interaction between coffee roasting profile data and roasters. In recent years, as the specialty coffee market has expanded in Japan, an increasing number of roasters and coffee shops have introduced smart roasters. In this paper, we focus on smart roasters that promote DX of coffee roasting as a major element supporting the specialty coffee business and examine how they engage in the construction of coffee branding. To this end, we clarify the positioning of the specialty coffee business in the coffee industry in Japan. Through case studies, we describe how smart roasters are involved in the branding of specialty coffee shops and the role roasters play in this process. |
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| ISSN: | 0389-7265 2188-1669 |