Abstract
Recently, distribution through the Direct Sales Store(DSS)channel has spread all over Japan. This study examines the DSS market in Fukuoka as an example. Sales through the DSS channel in Fukuoka have grown rapidly since 2005.
However, the rapid growth and fierce competition among DSS in Fukuoka causes serious problems. In some cases, the traditional identity of locally produced and consumed being seen as threatened by ‘supermarketizationʼ. New models of collaboration among co-operatives are required in order to improve the situation. Based on field research in Fukuoka, this study develops a new model of mutual support among co-operatives in a local network.
