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Park24’s market creation and game-changing strategy: leveraging its strategic resources and capabilities

Kazunori Suzuki (Graduate School of Business and Finance, Waseda University, Tokyo, Japan)
Katsuyuki Tochimoto (M-Theory Inc., Tokyo, Japan)
Kazuhito Isomura (Graduate School of International Accounting, Chuo University, Tokyo, Japan)

Strategic Direction

ISSN: 0258-0543

Article publication date: 10 July 2017




This paper aims to clarify how to start up and establish a new business by developing, combining and utilizing strategic resources and capabilities.


The paper studies the case of Park24 by examining how it created a market, changed the way to compete in the market and utilized its business model effectively to enter a new business.


The paper finds that Park24 has become a leading company in its core business by developing its new development staff, its parking sites nationwide, its brand and its IT system, and that it has built a profitable business model and successfully entered the car sharing business by making good use of that business model.


The case study suggests that Park24 started and developed its core business by accumulating strategic resources and capabilities and establishing a profitable business model, and that it utilized this business model effectively to dominate the market shortly after entering.



The authors would like to thank Nobuaki Kagohashi of Park24 Co. for helpful comments. This research was supported by a Chuo University Grant for Special Research.


Suzuki, K., Tochimoto, K. and Isomura, K. (2017), "Park24’s market creation and game-changing strategy: leveraging its strategic resources and capabilities", Strategic Direction, Vol. 33 No. 7, pp. 1-4.



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