{"created":"2024-04-26T01:15:26.769449+00:00","id":2000150,"links":{},"metadata":{"_buckets":{"deposit":"1273eeaf-c8b1-4269-aeda-b82840f3b0eb"},"_deposit":{"created_by":17,"id":"2000150","owner":"17","owners":[17],"pid":{"revision_id":0,"type":"depid","value":"2000150"},"status":"published"},"_oai":{"id":"oai:kyoritsu.repo.nii.ac.jp:02000150","sets":["133:330:331:1714091082150"]},"author_link":["14340"],"control_number":"2000150","item_10002_biblio_info_7":{"attribute_name":"書誌情報","attribute_value_mlt":[{"bibliographicIssueDates":{"bibliographicIssueDate":"2024-04","bibliographicIssueDateType":"Issued"},"bibliographicPageEnd":"26","bibliographicPageStart":"1","bibliographicVolumeNumber":"4","bibliographic_titles":[{"bibliographic_title":"Kyoritsu business & economics review"}]}]},"item_10002_description_5":{"attribute_name":"抄録","attribute_value_mlt":[{"subitem_description":"創業以来、キーコーヒーは日本のコーヒー業界をリードする存在として、品質向上と味わいの多様化に尽力してきた。1970 年代に、インドネシアのスラウェシ島にて自社農園開発事業を開始し、地元住民によるコーヒー栽培の品質向上との二つの柱を築き、トラジャ地方のコーヒー栽培の発展に寄与してきた。現代のコーヒー市場は、消費者の嗜好の変化とスペシャルティコーヒーの台頭により大きく変動している。本研究では、このような市場環境の中で、キーコーヒーのフラグシップブランド「トアルコトラジャ」のブランド戦略を分析する。トアルコトラジャのブランド戦略は、競合との差別化に基づいており、トラジャ地区でのコーヒー栽培は地元農民の生活向上や地域社会の経済成長にも貢献している。トアルコトラジャのブランドは、エシカルな価値とオーセンシティを背景とし、これが高品質な製品に付加価値をもたらし、ブランドロイヤリティにつながっている。トアルコトラジャのブランド戦略は、現代の消費者の複雑かつ多様なニーズに応え、市場での競争力を持続させるための事例として注目されている。","subitem_description_language":"ja","subitem_description_type":"Abstract"},{"subitem_description":"Since its foundation in 1920, Key Coffee Inc. has established itself as a leading coffee producer in Japan, passionately dedicated to enhancing quality and diversifying flavors.In the 1970s, the company undertook an ambitious project to develop its own plantation in Sulawesi, Indonesia. This initiative aimed to promote coffee cultivation by supporting local community-based farming, in addition to its own agricultural efforts. The contemporary coffee market, characterized by evolving consumer preferences and the emergence of specialty coffees, has seen significant changes. Against this backdrop, this study examines the brand strategy of Key Coffee's flagship brand, Toarco Toraja. Toarco Toraja's branding strategy, which focuses on distinct differentiation from its competitors, not only improves the living standards of local farmers in the Toraja region but also contributes to the community's economic development. Grounded in ethical values and authenticity, the brand significantly enhances the value of its high-quality products and fosters brand loyalty. Toarco Toraja's brand strategy is presented as an exemplary approach to meeting the complex and diverse needs of today's consumers, thereby securing a strong competitive edge in the market.","subitem_description_language":"en","subitem_description_type":"Abstract"}]},"item_creator":{"attribute_name":"著者","attribute_type":"creator","attribute_value_mlt":[{"creatorNames":[{"creatorName":"大木, 裕子","creatorNameLang":"ja"},{"creatorName":"オオキ, ユウコ","creatorNameLang":"ja-Kana"},{"creatorName":"Oki, Yuko","creatorNameLang":"en"}],"familyNames":[{"familyName":"大木","familyNameLang":"ja"},{"familyName":"オオキ","familyNameLang":"ja-Kana"},{"familyName":"Oki","familyNameLang":"en"}],"givenNames":[{"givenName":"裕子","givenNameLang":"ja"},{"givenName":"ユウコ","givenNameLang":"ja-Kana"},{"givenName":"Yuko","givenNameLang":"en"}],"nameIdentifiers":[{"nameIdentifier":"14340","nameIdentifierScheme":"WEKO"}]}]},"item_files":{"attribute_name":"ファイル情報","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_access","date":[{"dateType":"Available","dateValue":"2024-05-02"}],"displaytype":"detail","filename":"Kyoritsu business & economics review4_1oki.pdf","filesize":[{"value":"1.2 MB"}],"format":"application/pdf","licensetype":"license_11","mimetype":"application/pdf","url":{"url":"https://kyoritsu.repo.nii.ac.jp/record/2000150/files/Kyoritsu business & economics review4_1oki.pdf"},"version_id":"c90b32b4-5c75-4612-864a-3ace0cd2651d"}]},"item_keyword":{"attribute_name":"キーワード","attribute_value_mlt":[{"subitem_subject":"ブランド戦略","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"スペシャルティコーヒー","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"市場ポジショニング","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"消費者の嗜好性","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"ブランド差別化","subitem_subject_language":"ja","subitem_subject_scheme":"Other"},{"subitem_subject":"Brand Strategy","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Specialty Coffee","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Market Positioning","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Consumer Preferences","subitem_subject_language":"en","subitem_subject_scheme":"Other"},{"subitem_subject":"Brand Differentiation","subitem_subject_language":"en","subitem_subject_scheme":"Other"}]},"item_language":{"attribute_name":"言語","attribute_value_mlt":[{"subitem_language":"jpn"}]},"item_resource_type":{"attribute_name":"資源タイプ","attribute_value_mlt":[{"resourcetype":"departmental bulletin paper","resourceuri":"http://purl.org/coar/resource_type/c_6501"}]},"item_title":"トアルコトラジャのブランド戦略 : キーコーヒーが紡ぐサステナビリティとイノベーションの調和","item_titles":{"attribute_name":"タイトル","attribute_value_mlt":[{"subitem_title":"トアルコトラジャのブランド戦略 : キーコーヒーが紡ぐサステナビリティとイノベーションの調和","subitem_title_language":"ja"},{"subitem_title":"Brand Strategy of Toarco Toraja : Harmonizing Sustainability and Innovation in Key Coffee's Approach","subitem_title_language":"en"}]},"item_type_id":"10002","owner":"17","path":["1714091082150"],"pubdate":{"attribute_name":"PubDate","attribute_value":"2024-05-02"},"publish_date":"2024-05-02","publish_status":"0","recid":"2000150","relation_version_is_last":true,"title":["トアルコトラジャのブランド戦略 : キーコーヒーが紡ぐサステナビリティとイノベーションの調和"],"weko_creator_id":"17","weko_shared_id":-1},"updated":"2024-04-30T07:47:17.972556+00:00"}