2022 年 21 巻 3 号 p. 61-73
In community-based marketing, the new marketing framework presented in this study is as follows: (i) in term of the creation of value, it views a product from the perspective of solving the life issues of the customer base by including augmented products; and (ii) in terms of communication and delivery of value, a company forms a community with customers who are interested in and empathize with the value that the company creates and who can be constantly connected through social media services, apps, and other digital means. There, interactions among customers are born and new value is created. It is managed by proactively collaborating with other companies toward creating innovative values. We believe that this framework accurately describes the ongoing marketing activities of companies.