ヤノ　イズミ   YANO Izumi   矢野　泉    所属   広島修道大学  商学部    職種   教授
言語種別	英語
発行・発表の年月	2014/11
形態種別	学術論文
標題	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
執筆形態	単著
掲載誌名	The 12th SARD Workshop in Thailand, Challenging Issues in Asian Retail Internationalizations
掲載区分	国外
巻・号・頁	pp.140-159
概要	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.