The evolution of characters business models in Japan: Duffy, Hello Kitty, and Kumamon
Abstract
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.
Keywords
Acknowledgements
This research was supported by a Chuo University Grant for Special Research.
Citation
Isomura, K., Suzuki, K. and Tochimoto, K. (2015), "The evolution of characters business models in Japan: Duffy, Hello Kitty, and Kumamon", Strategic Direction, Vol. 31 No. 4, pp. 34-37. https://doi.org/10.1108/SD-03-2015-0044
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited