消耗品ビジネスモデルによる成熟商品の新たな顧客価値創出と事業再成長の戦略(投稿論文)

抄録

In this paper, I presented a strategy for a consumable-good-focused business model in which an important type of business model in the field of business-model studies is applied to create new customer value from mature products such as beverages and revitalize the business concerned. I also analyzed the cases of Nestle Japan's Barista and Doke Gusto coffeemakers, Marukome's miso-soup dispenser, and the Sujahta Silk Ice ice-cream server as examples of successful consumable business models. I showed that characteristics of this strategy are that few corporate resources are invested in hardware development and manufacture, and that they constitute a mechanism for avoiding the long-standing problem of compatible consumable products. I emphasized the importance of this strategy and discussed businesses to which it could be applied effectively.