Abstract

Is being small a "weakness" or a "strength"? To become a small business of choice. Becoming strong without expanding.

A management theory that "doesn't chase scale"! "High-performing business owners" x "Business owners who went out of business" x "Consumers" -- Data from these three groups reveals the "essence of success" and the "traps of failure".

This book is based on evidence obtained from three perspectives: "Survey of 1,000 small business owners nationwide", "Survey of 434 businesses that went out of business nationwide", and "Survey of 1,000 consumers nationwide". In addition, a new "Survey of 434 businesses that went out of business nationwide" was conducted, revealing that the difference in "thinking" between business owners who went out of business and business owners who performed well is what separates the success from the failure of businesses.

- A practical marketing book for small companies
This book explains the "marketing" that small companies truly need, based on statistical data derived from surveys. The multifaceted perspective and analysis backed by statistical data provide hints that can be applied to small businesses. It conveys the "mindset" and "methods" for becoming a company that attracts customers and is chosen by customers, in a way that can be put into practice.

- A book born from research and experience in small business marketing.
The author has made small business marketing research his life's work, centered on "contributing to the vitality of local communities through marketing." He collaborates with local governments, chambers of commerce and industry throughout Japan, providing marketing advice and giving lectures related to small and medium-sized enterprises and startups. The top brand of high-sugar content tomatoes, "Ameera," in which the author himself was involved in marketing, is a representative example.

Author’s Information

Professor and Director of the Regional Management Research Center, Faculty of Management and Information Sciences, Shizuoka Prefectural University. Graduated from the Faculty of Economics, Sophia University, and completed doctoral coursework at the Graduate School of Economics, Sophia University. Prior to his current position, he worked at the National Finance Corporation, the Tokyo Metropolitan Government, and as an assistant professor at the Faculty of Economics, Nagasaki University. His specialization is marketing. He also focuses on putting his research findings into practice, working on projects such as the high-sugar content tomato brand "Ameera" and branding of local products. His public positions include member of the Small and Medium Enterprise Management Consultant Examination Committee, Shizuoka Prefecture Regional Development Advisor, and Chairman of the Shizuoka City Commercial Promotion Council. His major publications include "The Textbook for Brand Building to Strengthen Small Companies," "Nikkei Business Humanities Library: The Courage to Subtract - Reverse Thinking to Strengthen Companies," "Agricultural Marketing Textbook - Delicious Ways to Connect Food and Agriculture," and "The Textbook for Tourism Brands that Create Regional Attraction" (all published by Nikkei Business Publications, Inc.).