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ID 48480
file
title alternative
Chiaki Imada and the Restoration of Toei Animation: From the Mid-70s to the Early 80s
creator
Ichifuji, Hirotaka
subject
Chiaki Imada
Toei animation Co.,Ltd.
animation industry
merchandising
今田智憲
東映動画(株)
アニメーション産業
マーチャンダイジング
abstract
The animation industry in Japan originated with Toei Animation, which has produced a large number of capable artists. Although Toei Animation experienced financial difficulties, from the mid-70s to the early 80s, the company succeeded in managing its financial recovery using a large-scale merchandising strategy. The management of Chiaki Imada, the company president during this period, was investigated. Although Imada determined the character of Toei Animation during his service, his influence over the company has not been studied sufficiently. Based on accounting information, Imada’s speeches during his lifetime, and new interviews with his polices, Imada’s administration was analyzed from his original perspective. The results showed that Imada’s basic policy was flexibility. This policy not only led to new sources of earning, but his magnanimous attitude also created a steady work environment, which established a solid foundation for the development of Toei Animation. The long presence of this company in the precarious animation industry suggests many instructive cases.
description
本稿は広島国際学院大学現代社会学研究科に提出した修士論文の一部に加筆修正を行ったものである。
journal title
Bulletin of the Graduate School of Education, Hiroshima University. Part. II, Arts and science education
issue
Issue 68
start page
119
end page
128
date of issued
2019-12-20
publisher
広島大学大学院教育学研究科
issn
1346-5554
ncid
language
jpn
nii type
Departmental Bulletin Paper
HU type
Departmental Bulletin Papers
DCMI type
text
format
application/pdf
text version
publisher
department
Graduate School of Education
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