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Media Mix and Consumer Created Competitiveness in Japanese Cultural Industries.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Social and Economic Geography.
(English)In: Geoforum, ISSN 0016-7185, E-ISSN 1872-9398Article in journal (Refereed) Submitted
Abstract [en]

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.

Keyword [en]
Value Creation, Innovation, Media Mix, Cultural Industries, Toys and Games Industry, Japan
National Category
Social and Economic Geography
Research subject
Social and Economic Geography
URN: urn:nbn:se:uu:diva-128819OAI: oai:DiVA.org:uu-128819DiVA: diva2:331759
Available from: 2010-07-26 Created: 2010-07-26 Last updated: 2012-02-02Bibliographically approved

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