A case study of the cultured pearl industry in Japan: An exploration of effective marketing action based on a collaborative learning platform led by motivated actors

This paper discusses the interim outcome of the case study of Japanese cultured pearl industry, exploring potential effective marketing strategy based on collaboration of community network actors to support locally embedded... [ view full abstract ]

This paper discusses the interim outcome of the case study of Japanese cultured pearl industry, exploring potential effective marketing strategy based on collaboration of community network actors to support locally embedded business.

In this study, there are four steps. Firstly the recent cultured pearl market is surveyed to indicate the problems the industry is facing, secondly literature review to build hypotheses to test is presented. Thirdly, interviews are conducted with stakeholders to test hypotheses, then finally extracted essential points which would contribute to enhance the business scope and support its sustainability with strategic marketing is presented.

Throughout this process, we find that
a) The lack of marketing mind is the primary issue to be solved, the situation missing holistic network connections among industry segments should be solved.
b) The supportive intention of public sectors and industrial organisations are not reflected in the producers’ actions, which could be named ‘mis-linked support’.
c) To enhance their marketing mind and to be competitive in the market, some kind of platform for the collaboration is needed. As the first step in doing so, small numbers of internally self-motivated key actors should bear the task as first goers to change the situation of the industry.