The Fight Over Foot Health and Fashion in Japan Miura, Sayako. creator author. aut http://id.loc.gov/vocabulary/relators/aut SpringerLink (Online service) text si 2024 1st ed. 2024. monographic eng

electronic

electronic resource

access XXI, 189 p. 30 illus., 8 illus. in color. online resource. This book demonstrates why and how social activism targeting companies can produce unintended consequences. While it is challenging for social movement organizations (SMOs) to successfully change corporate behavior, it is even more difficult or impossible for SMOs to control the spillover effects of success. Successful social activism affects companies and consumers with diverse interests and intentions beyond the initial target of SMOs, which creates various business opportunities. Entrepreneurs are mobilized by the new opportunities that they identify to initiate their own businesses, and the chain of their actions may produce new market categories unintended by the SMO, including ones that are inconsistent with its superordinate goal. This book explores the process by which an SMO succeeds in changing corporate behavior and how this success leads to unintended market emergence by longitudinally examining the shoe industry in postwar Japan. The Japan Institute of Footwear, a private organization, began advocating shoe functionality over fashion in the 1960s and succeeded in changing corporate behavior in the 1980s through learning by doing; its success led to the unintended emergence of new market categories. The book’s findings offer novel theoretical insights into the relationship between social activism and market change. The analysis also helps us understand the historical context of a movement that emerged in 2019, #KuToo—the word being an amalgam of kutsu (shoes), kutsū (pain), and #MeToo—and to consider its future. Part I Two Issues Related to Research on Social Movements Targeting Companies -- 1 Introduction -- 2 Characteristics of Shoes and the Footwear Industry -- Part II Direct Effect of Activism: How an SMO Succeeded in Changing Corporate Behavior -- 3 Social Movement Targeting Companies -- 4 JIF’s Initial Strategy -- 5 Adjustment of JIF’s Strategy and Diffusion of Shoe Fitters -- Part III Indirect Effect of Activism: How Unintended Markets Emerged after an SMO’s Success -- 6 Social Movement Targeting Companies and Market Emergence -- 7 Emergence of the Comfort Shoe Market and Changes in Consumer Awareness -- 8 The European Comfort Shoe Market: Seeking Further Health Functions -- 9 The Walking Support Insoles Market: Moving Toward Walking Support -- 10 The Fashion-Oriented Transparent Insole Market: Fashioning Walking Support Insoles -- Part IV Unintended Consequences of Successful Activism -- 11 Conclusion -- Appendices -- References -- Index. by Sayako Miura. Strategic planning Leadership Industrial organization Retail trade Nonprofit organizations Entrepreneurship New business enterprises Small business Business Strategy and Leadership Organization Trade and Retail Non-Profit Organizations and Public Enterprises Entrepreneurship Small Business HD30.28 HD57.7 9789819992911 https://doi.org/10.1007/978-981-99-9291-1 https://doi.org/10.1007/978-981-99-9291-1 240518 20251030112048.0 978-981-99-9291-1