著者

小沢 貴史

出版者

日本経営学会

雑誌

日本経営学会誌 (ISSN:18820271)

巻号頁・発行日

vol.12, pp.62-76, 2004

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Business administration has made rapid progress as the practical science. It tends to discuss mainly with managerial phenomenon of growing companies, markets and industries. But it tends not to discuss with managerial phenomenon of maturing or declining markets and industries as if they lack appeal for study. It is a long time since Japan reaches the mature society and economy. In such situation, we suppose that we need to investigate managerial phenomenon of not only growing but also maturing or declining markets and industries. By investigations of managerial phenomenon of maturing or declining markets and industries, we should find the key for avoiding decline firms which drive for long-range survival and growth, and getting rid of stagnation. This paper focuses on "the phenomenon of Market Revitalization", which transform regrowth stage from maturity or decline stage of market evolution. Based on previous researches, we search some germs of new paradigm for anatomizing the mechanism of market revitalization. We advocate "The theory of Market Revitalization", which get down to understanding the interaction with firms and market in which firms enter. The new paradigm is presumed on the logic of environmental determinism, which changes of market environment determine firm's strategy and action. But this logic doesn't dominate the new paradigm. The new paradigm emphasizes on the logic of environmental determinism and environmental formation. The logic of environmental formation focuses the aspect that firm's strategy and action form market environment toward evolution. The theory of Market Revitalization focuses on the interaction with firms and market in which firms enter. And it aims for coevolution them. It suggests great ripple effects by new directions of innovation and innovation's intensification through interlocking of actions which entering firms compete or cooperate in market.