open access

https://hdl.handle.net/2115/53749

The Marketing Alliance of a Regional Company A Case Study of a Temporary Staffing Agency in Hokkaido

日本語

2004-03-15

北海道大学大学院国際広報メディア研究科, 北海道大学言語文化部

大学院国際広報メディア研究科・言語文化部紀要

46

25-41

The purpose of this thesis is to show the strategic effect of the marketing alliance that a regional company forms in cooperation with companies in the metropolitan area by a case analysis. In this research. a“regional company" is a company that provides services only for a local market. In general. the business environment of a regional company is poorer than that of a company in a metropolitan area. For instance. the business seeds that exist in the region. are few. Therefore, it is difficult for a regional company to develop a new business. In such an environment. a strategic alliance is a key to the success of a regional company. which grows continuously. However, some typical early research did not clarify the research question structure of what kind of strategic alliance is preferable for a regional company. A lot of early research on strategic alliances was based on the resource-dependence perspective. This research is one of those based on the resource-dependence perspective. But an original aspect was added to the research by using the marketing theory. The reason is to correspond to a new research topic of alliance theory for a regional company. The case study object is “Career Bank Co. Ltd.." which is the temporary staffing agency in Hokkaido. The core resource of this company was a marketing ability in the regional market. This company advanced an alliance with some companies in the metropolitan area by using its own marketing ability. Such an alliance is a marketing　alliance that a regional company initiated. This research clarified the strategy of the marketing alliance for a regional company by analyzing the case using an original framework.

学術雑誌論文

Version of Record

1347-0280

AA11546409