Media Mix and Consumer Created Competitiveness in Japanese Cultural Industries

• For several decades firms and products, which originate in Japan, have taken a centralposition within the toys and games industry. Many studies relate to the cultural andpolitical causes and effects of this shift, yet few studies examine the industry behind thesuccesses. This article studies Japanese popular culture phenomena, by discussing mediamix as an important competitive advantage. To further provide insight to the topic, bothan overview of the industrial landscape and detailed examinations of the well knownproducts of Pokémon and Hello Kitty, will be provided. The author suggests that aninnovation system in cultural industries partly depends on bottom-up processes, and thateffective product diversification is not entirely a matter of coordination by license holdersor firms. Instead, consumers take an active part in constructing new products, narrativesand practices.

Ämnesord

SAMHÄLLSVETENSKAP  -- Social och ekonomisk geografi (hsv//swe)

SOCIAL SCIENCES  -- Social and Economic Geography (hsv//eng)

Nyckelord

Value Creation

Innovation

Media Mix

Cultural Industries

Toys and Games Industry

Japan

Publikations- och innehållstyp

vet (ämneskategori)

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