Development of herb-related 6th industrialization——A case study of Aso herb garden

概要

【Objective】
According to the case figure out how the herb garden is developing,especially focus on the changes in agricultural policies and regional economies, various responses can be known from the sixth industry perspective view. This case also can be regarded as a regional movement study, find out the ingredients of herbal-related events successfully opened in Japan, still, to forecast the problems we might need to face in the future at the same time.

【Method】
This case picked the Aso herb garden, Kumamoto, Japan. Descriptive qualitative with case study approach used in this research. In the approach to descriptive qualitative research, formulation of the research problem followed by a discussion of the latest issues in the interview. Case analysis used the 6th industrialization model. Before concluding the research by summarizing principles of best practice based on data analysis, interpretive qualitative research and managerial implications are provided.

【Result】
After interviewed Izawa Satoshi, the Aso herb shop’s owner, the company‘s honorary chairman, the head of the Aso herb garden company, re- list the storyline.

【Conclusion】
The current value proposition is‘3NO’, herbal products manufacturer with no chemicals and no preservatives added. Serves also need to improve for customer segments, from the old customer segments people who love herbal products to international and domestic tourists. These changes will encourage the creation of business sustainability and tourism development in the Aso area, besides enables the empowerment of the local community and stimulates economic recovery and social welfare around Kumamoto.

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