Regarding the agreement to launch the Bazukuri Marketing Consortium

Based on the results and achievements of the "Service Productivity Improvement Project for Cultural and Tourist Facilities," which NOMURA has been promoting as a "Consortium for Improving Service at Visitor Facilities" since 2008 with Keio University SFC Research Institute, Nomura is developing this project. After the reorganization, we have agreed to launch a research project in the Keio University SFC Research Consortium, "Bazukuri Marketing Consortium (research representative: Masatoshi Tamamura (Associate Professor, Faculty of Policy Management, Keio University))".

[Purpose of establishment]
We believe that "place" is not only hardware, but also a space where various parties gather and communicate, and at the same time, it is a platform that creates value.
We believe that working to create such a place as a marketing strategy ("place creation marketing") will be an important aspect of the management strategy of companies, organizations, and regions in the future. Improving the brand value of companies and products, instilling the corporate philosophy among employees and customers, improving customer satisfaction and loyalty, and creating spaces for the purpose of corporate social responsibility, community development, and regional revitalization It is thought that the viewpoint of "place creation marketing" will become more important in the promotion of "place creation", such as "place creation" for the purpose of re-recognizing the charm and value of the region and co-creation activities.
From the perspective of this kind of "place creation marketing," this consortium aims to help local governments and regional organizations create "places" as infrastructure that enhances the appeal of their regions, and to encourage companies to contribute to society, engage in regional activities, and interact with consumers. Focusing on creating a "place" for communication activities, universities, companies, cultural tourism facilities, etc. collaborate to build theories, examine models, research and develop methods and tools, research and study leading cases, We will work on information dissemination and dissemination activities.

[Main activities]
(1) Investigation and research on leading cases
It is important to obtain suggestions from leading cases around the world as a prerequisite for planning, tool development, research activities, etc. related to "ba". Therefore, in this consortium, based on the "practical knowledge" of the members of space creation, the "on-site knowledge" of the companies that develop business, and the "practical knowledge" backed by the practice and theory at the university, Work on pioneering case studies.
(2) Developing solution tools based on the visualization of “ba”
We will conduct research and development of solution tools starting from the visualization of "places" and conduct trial operations at cooperating institutions, etc., aiming to provide tools that can actually be used.
(3) Dissemination of information to create social trends
Through various media, information magazines, papers/books, events, etc., we will actively disseminate knowledge and research and development tools obtained through survey and research activities to society, and work on social trends and market formation.

Constituent Members <Research/Management Members>
Keio Research Institute at SFC
NOMURA Co., Ltd.
Dai Nippon Printing Co., Ltd.
Nikkei Research Inc.