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Marketing and design methodology for refining the social innovation field
Director: Masatoshi Tamamura (Professor, Faculty of Policy Management)
"Place" here indicates a platform where a diverse group of members get together to engage in direct communication, as well as share, create and amplify values. For instance, a museum or a stadium is not only an example of attractive hardware as a facility or venue, but also provides various types of people with opportunities to get together. Through designing them to function as a "place" for people to share and create values and stimulate communication and relationships, the value of the place will be enhanced. As a result, this will lead to higher levels of satisfaction and a sense of accomplishment.
Creating platforms like this as marketing strategies (placemaking marketing) could potentially become an important asset to management in many organizations, like corporations, as well as local communities. Actually, various types of "places" have already been created, such as corporate museums, showrooms, satellite shops and display spaces, as communication facilities for companies. These actions have been taken to forge improvement of corporate and product brand values, penetration of corporate philosophy among employees and clients, an increase in customer satisfaction and loyalty, and promotion of corporate social responsibility. With regard to local community management, it is also important to pursue placemaking marketing offered by the municipal government, groups and companies in local areas. When promoting town development and local revitalization, "places" will play a very important role in offering people opportunities to rediscover the attractive character and value of their own area and go on to share and help others create them.
In this consortium, under the concept of "placemaking marketing," we are focusing on supporting local governments and groups to create "places," as the infrastructure, for enhancing the character and value of their area. Likewise, with companies, the aim would be to create "places" where they can promote, share and create their values with community and communication efforts with local residents. To realize this, we will work on various tasks, including theory development, consideration of models, research and development of methods and tools, study of precedent cases, and promotional activities. We will further endeavor to achieve this through encouraging collaborations among universities, corporations, and cultural and tourist facilities.
In this consortium, we promote joint research and development activities with provide the learning opportunity for researchers for companies and related parties, with the advice and support by researchers of Keio Research Institute at SFC, KEIO UNIVERSITY. In FY2016, we will undertake the tasks of activities as below, based on the result of past research achievements.
1. Investigation and study of "share and create their values of placemaking" by corporations, local governments, local communities and residents.
2. Research and development of tools with regard to "placemaking marketing"
Constituent Membership (FY2016)< Administration members >
< Research members from the Keio Research Institute at SFC >