Proposal of "Virtual Hollywood Activity"and Verification of its Effectiveness

Abstract

In corporate management with high uncertainty, management of new value creation and human resource development are important. We propose "Virtual Hollywood activity"(VHA) and evaluate its effectiveness. The purpose of this study is to show that employees voluntarily work on value creation in VHA and grow up themselves. "Virtual Hollywood activity” is a scheme for employees to develop voluntary activities to create value. In this activity, employees who identify a problem propose a solution, gather a group of people who agree with the proposal and develop a voluntary activity to create value. We will evaluate using the results of the All Nippon Airways (ANA) Groups' over 15 years (2004-2018) and the questionnaire conducted in 2015. We will use the open coding to analyze the comments in the free description section in the questionnaire. In evaluation and analysis, we found there are many employees who voluntarily participate in their own private time and participate frequently. Participants gain contacts with the outside, good colleague, wide field of view, motivation up, sense of accomplishment, self-growth and self-fulfillment. It seems that these were intangible incentives that participants gained through the "Virtual Hollywood activity”. We will conclude that the "Virtual Hollywood activity" is effective for participants to voluntarily work on value creation. Finally, this study concludes with future research topics.