市場の逆説性に見るマーケティングの可能性(<特集>ビジネスシステム研究の新展開)

抄録

In this article we will focus on some paradoxical results occurring in markets, and discuss that these paradoxical results should be the opportunities for the marketing. A growth-less market is not an unchanged market because unintended consequences lead changes in a market. In Japan, the era of the continuous market growth has been ended, but the change of market has not stopped. This should mean that there are still great opportunities for companies that operate their marketing in Japan..