2012 Fiscal Year Final Research Report
Global Marketing of Cultural Products: A Study of the Diffusion ofJapanese Comics (Manga) in North America
| Project/Area Number |
22730332
|
|---|
| Research Category |
Grant-in-Aid for Young Scientists (B)
|
| Allocation Type | Single-year Grants |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Hitotsubashi University |
|---|
Principal Investigator |
MATSUI Takeshi 一橋大学, 大学院・商学研究科, 准教授 (70323912)
|
|---|
| Project Period (FY) |
2010 – 2012
|
| Keywords | マーケティング |
|---|
| Research Abstract |
This research project aims to inquire cultural conflicts that global marketers of cultural products confront through a case analysis of manga (Japanese comic) publishing industry in North America. The author constructed the complete database of English translated mangas sold in the US using Manga: The Complete Guide (Thompson2007) and conducted interviews with the people in the industry. The analysis revealed that global marketers of popular cultural products, such as manga publishers in North America, face two cultural barriers: moral codes shared in foreign market, which is different from home country, and stereotype on the counterpart cultural products (American comics in the case) that is applied for local people to interpret unknown similar cultural product exported from foreign countries (manga in the case).
|
Research Products
(12 results)
