Value Creation in Emotional Industries: From the Viewpoint of Contextual Culture

Abstract

In this article, in the "emotional industries" dealing with products and services purchased based on the preference of liking or disliking, it was considered both the oriental and the western as contrasting, high contextual culture influenced by the context and the influence of the context Understanding by applying the idea of low-context culture which does not receive to products and services. It was considered several cases in the game industry with the purpose of showing a strategy for a product strategy accepted in a diversity society with the world viewpoint rather than product creation that is accepted only in a homogeneous society like Japan.

Discussion of premium value has been promoted mainly in the manufacturing industries, but commoditization can occur in software industry as well. And discussion has not been made sufficiently until now.

In the case, discussions and conclusions are described examples of low context in the game industry, cases of high context, and case examples of creating high context by combining respective components which are low contexts.