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.14, pp.92-105, 2005

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This paper focuses on "the phenomenon of Market Revitalization", which transform re-growth stage from maturity or decline stage of market evolution. We review some previous researches and construct the perspective of market revitalization. There are some revitalizing factors, which account for market revitalization. Previous researches discuss about secrets of vertical interaction between entering firms and customers in market. Before this interaction, firm's view about market environment contributes to market revitalization. But they don't definitely discuss about mechanism of horizontal interaction among entering firms in market. This interaction centers on competition and cooperation among firms. Assuming that certain firm's action is trigger factor for market revitalization, there are great ripple effects by new directions of innovation and innovation's intensification through interlocking of actions which entering firms compete or cooperate in market. We try to organize four Market Revitalizing Strategies. Market Revitalizing Strategies are compounded vertical interaction between entering firms and customers in market. Next, we try to organize four patterns of horizontal interaction among entering firms in market. Finally we try to construct the perspective of market revitalization by taking vertical and horizontal interaction into consideration.