Akamon Management Review
Online ISSN : 1347-4448
Print ISSN : 1348-5504
ISSN-L : 1347-4448
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Volume 14, Issue 5
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Research Note
  • Continuous New Customer Acquisition in a Japanese Small and Medium Manufacturing Enterprise
    A Case Study Based on Customer-technology Framework
    Kiyohiro Oki, Yuki Katahira, Nobuyuki Sakimukai, Ai Fujioka
    2015 Volume 14 Issue 5 Pages 257-286
    Published: April 25, 2015
    Released on J-STAGE: May 25, 2016
    DOIhttps://doi.org/10.14955/amr.140501
    JOURNAL FREE ACCESS
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    This study clarifies how a small and medium manufacturing enterprise (SMME), which is a subcontractor to manufacturing firms, can continuously acquire new customers. A case study of a Japanese SMME in Higashiosaka city reveals that it acquires new customers in a consistent manner. The methodology used by this SMME is to exploit existing technology to acquire a new customer; further, the SMME learns a new technology from this customer and acquires an additional customer by exploiting this new technology. We find that the SMME facilitates this process by exploiting their partnerships with customers.
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