The relationship between brand integrity and business continuity -A case study of Japanese long-standing company, Shioyoshiken-

Shinichiro Terasaki, Shin'ya Nagasawa

研究成果: Article査読

抄録

The number 22,000 represents how many Japanese companies have lasted more than 100 years. This fact attracts the attention of the many researchers who explore the secrets of such business continuity, mainly from the angles of management philosophy, product innovation, and successful business succession. This paper, however, focuses more on brand management for identifying the relationship between brand building and business continuity, employing of the case of Shioyoshiken. Shioyoshiken is renowned for manufacturing sophisticated Japanese sweets for more than 130 years. The Shioyoshiken brand is well appreciated by private customers who emphasize the value of specialized sweets, particularly for Japanese tea parties and weddings. In this case study, we (1) explore Shioyoshiken "rashisa," which means "identity" in English and (2) identify the secret of Shioyoshiken's long-lasting brand strength, referring to an interview with Masaaki Takaya, the owner of Shioyoshiken, and deploying analytical frameworks such as 4M, 4P and Kotler's 3i.

本文言語English
ページ(範囲)547-552
ページ数6
ジャーナルJournal of Advanced Computational Intelligence and Intelligent Informatics
16
4
DOI
出版ステータスPublished - 2012 6

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Artificial Intelligence

フィンガープリント 「The relationship between brand integrity and business continuity -A case study of Japanese long-standing company, Shioyoshiken-」の研究トピックを掘り下げます。これらがまとまってユニークなフィンガープリントを構成します。

引用スタイル