Successful Social Activism and Unintended Market Emergence : The Fight Over Foot Health and Fashion in Japan

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.