Introduction to "Intuition of Essences"
Ordinary People in Ordinary Environments Achieve Extraordinary Results
Publication Date: February 2014
List Price 1,650 JPY (10% consumption tax included)
ISBN：9784492470879 / Size：H188mm × W130mm / Softcover / 256 pages
Here's a new way of thinking that combines business administration and philosophy!
An up-and-coming Japanese management scholar lays it out from his research on corporate cases and marketing theory.
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Overview
Have you ever wondered about the ongoing boom in statistics and big data? "Intuition of Essences "doesn't dismiss statistical analysis and big data as meaningless. It attempts to sharpen and refine our ideas by renewing how we perceive and interact with them.
Table of Contents
Chapter 1: Outstanding Managers Have Intuition
- Didn't Jobs ask his customers?
- Does no one believe in research?
Chapter 2: Thinking about Intuition of Essences from Social Media
- Can we trust internet forums?
- If you want to use social media well
- Why could Kit Kat use puns for branding?
Chapter 3: What is Intuition of Essences?
- Only you have the answer.
Chapter 4: Who and What Do We Listen to and How Do We Respond? - Market Response and Segmentation
- The meaning of collecting customers' voices
- The development system of the Let's Note: In the tough PC business
Should LCD cracking be a problem?
Chapter 5: What is the Goal of Market Orientation? - Observation
- To get out of the innovation dilemma
- Observation: Don't ask the customer, look at the customer
- Why do ATMs now have mirrors?
Chapter 6: Can We Extract the Unconscious? - Neuromarketing and ZMET
- Interviewing with photographs: ZMET in practice
- Internet Surveys and Text Mining
- Development of stew by House Foods
Chapter 7: Tracing the Past and Reexamining Ourselves - Introspection
- Problems with "why" questions
- The causal relationship between "rain" and "I bought a rice ball at a convenience store"
Chapter 8: Fundamentally Renewing the Way We Look at Quality and Quantity
- How do we prove that "crows are black"?
- The possibility of research changing society
- Data has meaning as a "case study"
Chapter 9: Organizational Structures for Making the Most of Research
- Are the results of research "perfect"?
- Kao's marketing has opened up new frontiers
- Organizational structure to avoid distorting research
Chapter 10: Intuition of Essences in Business Insight
- Yamato Transport's creative moment
- Daiei, 7-Eleven, and Kit Kat
- Replacing what was thought to be a weakness with a strength
Chapter 11: Intuition of Essences by Intuition of Essences
- I may have already known the answer a long time ago.
- "Education is important" vs. "College knowledge is almost useless in real life"
Chapter 12: How to Communicate Intuition (Is the Question Necessary?)
- What does it mean to say, "You won't know unless you try?"
- Who is a boss that won't understand?
- Didn't Jobs ask his customers?
- Does no one believe in research?
Chapter 2: Thinking about Intuition of Essences from Social Media
- Can we trust internet forums?
- If you want to use social media well
- Why could Kit Kat use puns for branding?
Chapter 3: What is Intuition of Essences?
- Only you have the answer.
Chapter 4: Who and What Do We Listen to and How Do We Respond? - Market Response and Segmentation
- The meaning of collecting customers' voices
- The development system of the Let's Note: In the tough PC business
Should LCD cracking be a problem?
Chapter 5: What is the Goal of Market Orientation? - Observation
- To get out of the innovation dilemma
- Observation: Don't ask the customer, look at the customer
- Why do ATMs now have mirrors?
Chapter 6: Can We Extract the Unconscious? - Neuromarketing and ZMET
- Interviewing with photographs: ZMET in practice
- Internet Surveys and Text Mining
- Development of stew by House Foods
Chapter 7: Tracing the Past and Reexamining Ourselves - Introspection
- Problems with "why" questions
- The causal relationship between "rain" and "I bought a rice ball at a convenience store"
Chapter 8: Fundamentally Renewing the Way We Look at Quality and Quantity
- How do we prove that "crows are black"?
- The possibility of research changing society
- Data has meaning as a "case study"
Chapter 9: Organizational Structures for Making the Most of Research
- Are the results of research "perfect"?
- Kao's marketing has opened up new frontiers
- Organizational structure to avoid distorting research
Chapter 10: Intuition of Essences in Business Insight
- Yamato Transport's creative moment
- Daiei, 7-Eleven, and Kit Kat
- Replacing what was thought to be a weakness with a strength
Chapter 11: Intuition of Essences by Intuition of Essences
- I may have already known the answer a long time ago.
- "Education is important" vs. "College knowledge is almost useless in real life"
Chapter 12: How to Communicate Intuition (Is the Question Necessary?)
- What does it mean to say, "You won't know unless you try?"
- Who is a boss that won't understand?
Author Profile
Kosuke Mizukoshi
Kosuke Mizukoshi, born in 1978, is a professor at Tokyo Metropolitan University. Doctor of Commerce. He completed the doctoral course at the Graduate School of Business Administration, Kobe University. He majored in marketing theory, commercial theory, and consumer behavior theory.
Aiming to create new value, he has researched in the academic field as well as in private think tanks.
He has also been involved in activities to connect students with society, such as guiding students in user-participatory product development projects.
He is the author of "Firms, Markets, and Observers: New Horizons in Marketing Methodology Research," editor of "Marketing Reframing: Changing Perspectives Generates Value," and co-author of "Grasping Marketing" (all published by Yuhikaku).
（Information is current at the time of publishing.）
Kosuke Mizukoshi, born in 1978, is a professor at Tokyo Metropolitan University. Doctor of Commerce. He completed the doctoral course at the Graduate School of Business Administration, Kobe University. He majored in marketing theory, commercial theory, and consumer behavior theory.
Aiming to create new value, he has researched in the academic field as well as in private think tanks.
He has also been involved in activities to connect students with society, such as guiding students in user-participatory product development projects.
He is the author of "Firms, Markets, and Observers: New Horizons in Marketing Methodology Research," editor of "Marketing Reframing: Changing Perspectives Generates Value," and co-author of "Grasping Marketing" (all published by Yuhikaku).
（Information is current at the time of publishing.）
