コミュニティ・ビジネス発展段階のモデル化に向けた一考察

―非営利組織が経営するワイナリーを事例として―

抄録

This paper attempts to build a conceptual model explaining the development process of Community Business (CB). CBs are expected to play vital roles as providers of public goods and services, and solutions for local problems. Despite growing attention to CBs, existing research has made scant efforts to spell out CB’s essential properties and to empirically illuminate management, especially of new entities. Building a general model of CBs’ development, integrating their essential properties is beneficial for CBs to prosper. Thus this study, first, identifies from literature CB’s four essential properties including voluntary commitment, community-based, non-profit and public engagement, and financial sustainability; second, it builds a hypothetical model in which said essential properties supposedly appear in different stages of CB’s development; and third, by employing the abovementioned model, it analyzes five not-for-profit wineries as cases of CB. The case studies demonstrate that all the wineries have gone through four steps in their development including “personal-level,” “social-level,” “economic-level,” and “social-economic-level.” It is also observed that voluntary commitment emerges at “personal-level,” community-based at “social-level,” non-profit and public engagement at “economic-level,” and financial sustainability at “social-economic-level.” In conclusion, to build sustainable CBs, the expansion of “community orientation” collecting wider support at the “social-economic-level” is critical.