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YANO Izumi
Department Hiroshima shudo University The Faculty of Commercial Sciences Position Professor |
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| Language | English |
| Publication Date | 2014/11 |
| Type | Articles |
| Title | Win-Win Relationship between a Farmers' Group and a Retail Chain through "Shop-in-Shop" Retailing of Farmers' Direct Market in Japan: A Case Study of Farmers' Market K in Hiroshima, Japan |
| Contribution Type | Single-Authored Publication |
| Journal | The 12th SARD Workshop in Thailand, Challenging Issues in Asian Retail Internationalizations |
| Journal Type | Another Country |
| Volume, Issue, Pages | pp.140-159 |
| Details | Recently, farmers’ direct market has become a popular retail place for consumers especially those who live in cities. There are both pull-factors, such as consumers’ preference, and push-factors, such as aging problem of farmers, for farmers to promote their sales at farmers’ direct market. However, many farmers’ direct markets have faced some difficulties in the management of the markets, such as limited range of items, limitation in quantity, difficult access for consumers and so on. In this paper, “Shop-in-Shop” operation is proposed as one of the solutions to overcome the above problems and the factors for the success and failures of “Shop-in-Shop” operation of farmers’ direct market are examined through a case study. |