Application and Examination of the Concept of Customer Experience in the Development of “Ginza Honey” Skincare Products
Science Journal of Business and Management
Volume 3, Issue 2-1, March 2015, Pages: 63-65
Received: Mar. 30, 2015;
Accepted: Mar. 31, 2015;
Published: Apr. 17, 2015
Views 3370 Downloads 78
Hiroko Kawanobe, ALBION Co., Ltd., 1-7-10 Ginza, Chuo-ku Tokyo, Japan
Shoichi Kobayashi, ALBION Co., Ltd., 1-7-10 Ginza, Chuo-ku Tokyo, Japan
Takao Someya, ALBION Co., Ltd., 1-7-10 Ginza, Chuo-ku Tokyo, Japan
Atsuo Tanaka, GINZA Honey Bee project NPO, 3-9-11 Ginza, Chuo-ku, Tokyo 104-0061, Japan
Shin’ya Nagasawa, Graduate School of Commerce, Waseda University, Tokyo, Japan
Follow on us
The authors applied the concept of customer experience, advocated by Bernd H. Schmitt, to the IGNIS series, skincare products manufactured and sold by ALBION Co. Ltd., who launched a line of products that contain honey collected under the Ginza Bees Project. This paper discusses this product development case, as we were able to obtain a certain level of results.
GINZA Bees Project, Skincare Products, Customer Experience
To cite this article
Application and Examination of the Concept of Customer Experience in the Development of “Ginza Honey” Skincare Products, Science Journal of Business and Management. Special Issue:Customer Experience Management / Marketing Branding.
Vol. 3, No. 2-1,
2015, pp. 63-65.
Bernd H.Schmitt; Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate; Free Press,1999
Bernd H. Schmitt Customer Experience Management; A Revolutionary Approach to Connecting with Your Customers; Wiley, 2003
Shin’ya Nagasawa, editor, Waseda University Business School, Nagasawa Research Laboratories (Taro Yamamoto, Masahiko Yoshida, Yusuke Irisawa, Tsunehiro Yamamoto, Shinji Enoki): Hitmaking With Experiential Marketing – Manufacturing that Rocks the Boat, Nikka Giren Publishing, 2005.
Shin’ya Nagasawa, editor: Creation of Experience Value in Long-Established Businesses - Customer Approach Management, Doyukan, 2006.
Shin’ya Nagasawa, editor: Producing Experience Value, Nikka Giren Publishing, 2007.
Shin’ya Nagasawa, editor: Premium Brand Strategies for Location and Traditional Industries – Technical Management that Generates Experience Value, Doyukan, 2009.
Shin’ya Nagasawa, Takao Someya: Traditions and Innovations in the Veteran Brand Toraya - Experience Value Creation and Technical Management, Koyoshobo, 2007.
Ginza Honey Bee Project, ed. “Humans, Flowers, and Honeybees in Ginza”, ON-BOOK, Ltd., 2007.
Tanaka, Atsuo, : “Ginza Honeybee Story”: To Create –Delicious–Landscape”, JIJI Press Publication
Tanaka,Atsuo, et al. “New Ginza Science” Sanko-sha, 2009.via SNS and other media mentioned earlier.
Nonaka, Ikujiro, and Akira Katsumi. “The Practical Wisdom of Innovation.” Nikkei Business Publication, 2010.