Preface
Marketing Research Projects
2019 Volume 39 Issue 1 Pages 3-5
Details
2019 Volume 39 Issue 1 Pages 3-5
The purpose of this special issue is to introduce several research results from JMAC marketing research projects. This issue contains five papers among 31 research projects (shown in Figure 1): “Industry Innovation and Brand-Mode Shift”, “Presence and Prospects of CMOs in Japanese Corporations: How Do CMOs Contribute to Performance?”, “Exploratory Study of Factors Determining Outcomes of Sixth Sector Industrialization Using Secondary Data”, “Current Issues in Brand Research” and “Relationship between Consumer’s Hedonic and Utilitarian Motives for Making and the Value of User-Developed Solutions and Sharing of Solutions: A Large-Scale Empirical Study”.
All of these papers show the frontiers of each research area in marketing practice in Japan.
