コミュニティ化戦略を展開する地域企業における 信頼形成の影響度考察

Abstract

第二創業で上場を果たしたアウトドア総合メーカーをケーススタディとして，その成功要因を，コミュニティと信頼という側面から観察した。信頼は他者と関わる行動の中から生じ,またその信頼が自身の行動に繋がっていくという先行研究をベースに，商品と顧客のベネフィットを繋げていく当該企業のカード戦略とストア戦略，および社員の意識調査から信頼生成要因を明らかにした。そして，企業組織におけるソーシャル・キャピタル生成には，結合型（閉鎖性）と橋渡し型の両方のネットワーク関係構造バランスが重要であることを指摘した。Using as a case study a general outdoor equipment manufacturer that attained listed company status after changing its business direction and relaunching under a different executive (a process known as dai-ni sōgyō), this article discusses the reasons for that success from the perspectives of community and trust. This article is grounded in previous research that identifies trust as being generated from behaviors in relation to other people, and links that trust to personal behavior. Premised by this, it draws on the company’s loyalty card program and in-store strategies—which connect products to benefits for customers—as well as an attitudes survey of employees in order to elucidate the factors that lay behind creating trust. The article also highlights the importance of maintaining a structural balance in networking relationships between both bound (closed) and bridge-building strategies when it comes to creating social capital in a business organization