@inproceedings{bd65028831874164a978ae0e81f46f77,
title = "The concept design of cause related marketing utilizing wants chain analysis proposing the method and validation through value co-creation workshops",
abstract = "In this study, we propose a methodology for designing a Cause-Related Marketing (CRM) strategy using Wants Chain Analysis (WCA). To delineate the methodology, the authors introduce the concept of WCA to design CRM through a concrete and effective process in a standardized manner. The methodology can help create new types of concepts of CRM that are not only donation-based but also make relationships and supply substance or service. The authors validate the efficacy of a WCA-based CRM by conducting experiments during workshops held for value co-creation, in which various CRM stakeholders participated to create concrete designs for CRM.",
keywords = "CRM, Healthcare, Optimization, Value co-creation, Workshop",
author = "Nozomi Sugiyama and Tomoyuki Fujita and Motoshi Kanke and Toshiyuki Yasui and Seiko Shirasaka and Takashi Maeno",
year = "2013",
month = jan,
day = "1",
language = "English",
isbn = "9781632666901",
series = "57th Annual Meeting of the International Society for the Systems Sciences, ISSS 2013: Curating the Conditions for a Thrivable Planet",
publisher = "International Society for the Systems Sciences (ISSS)",
pages = "661--670",
booktitle = "57th Annual Meeting of the International Society for the Systems Sciences, ISSS 2013",
note = "57th Annual Meeting of the International Society for the Systems Sciences: Curating the Conditions for a Thrivable Planet, ISSS 2013 ; Conference date: 14-07-2013 Through 19-07-2013",
}