The evolution of characters business models in Japan: Duffy, Hello Kitty, and Kumamon
Keyword(s):
Purpose – This paper aims to clarify how to develop characters business models by utilizing new business concepts. Design/methodology/approach – The paper examines three cases in Japan to innovate characters business models: Duffy, Hello Kitty and Kumamon. Findings – The paper suggests that utilizing experience-based promotions, open innovation and a royalty-free strategy enhances customer loyalty to characters, expands customer targets and encourages autonomous collaboration of stakeholders. Originality/value – These case studies clarify how new business models aim to increase customer loyalty to characters and widen customer targets beyond generation, industry and country.
2019 ◽
Vol 40
(4)
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pp. 36-43
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2018 ◽
Vol 15
(4)
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pp. 338-355
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Keyword(s):
2020 ◽
Vol 26
(6)
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pp. 1379-1388
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Keyword(s):
2019 ◽
Vol 33
(4)
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pp. 429-435
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2020 ◽
Vol ahead-of-print
(ahead-of-print)
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2019 ◽
Vol 47
(12)
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pp. 1283-1299
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