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

Kazunori Suzuki, Katsuyuki Tochimoto, Kazuhito Isomura*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


Purpose: This paper aims to clarify how to start up and establish a new business by developing, combining and utilizing strategic resources and capabilities. Design/methodology/approach: 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. Findings: 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. Originality/value: 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.

Original languageEnglish
Pages (from-to)1-4
Number of pages4
JournalStrategic Direction
Issue number7
Publication statusPublished - 2017


  • Business model
  • Diversification
  • Game-changing
  • Market creation
  • Strategic resources and capabilities
  • Value proposition

ASJC Scopus subject areas

  • Strategy and Management


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