The rapid advancement of technology has made computer animation available to the masses and the animation industry is one of the fastest growing industries. And most of the segments in the animation industry are growing at a rate of 7%. With all the above information, it can be said that the animation industry is one of the most interesting industries in Thailand.
Creative Industry
Global Creative Industry
Secondly, there will be a literature of animation, which is the interesting industry under the creative industry. The four main groups of creative industries are heritage, arts, media and functional creations as illustrated in Figure 2.1.2.
Thailand’s Creative Industry
Due to the above differences in classification, UNCTAD categorizes the creative industries into four main groups to facilitate their understanding and create a platform for analysis. Thailand's creative industries contributed 1,067,987 million THB (approximately US$32 billion) in sales and more than THB 325,274 million (approximately US$9.7 billion) in value added (excluding the value added of the IT industry as this value added data is not available ).
Animation
- Global Animation Industry
- Asia Animation Industry
- Early trends in Animation Outsourcing to Asia
- Thailand Animation Industry
Animation plays one of the main roles in the creative industry (Chen, Wei, & Huang, 2010). India's animation sector is expected to grow to US$20 billion by 2020, making the country one of the key players in the animation industry (Tejaswi, 2013). Also, the animation industry in the Philippines is becoming one of the most promising sectors of the local IT-BPO industry, earning $142 million in revenue in 2011 (Fernando, 2012).
North America is the largest geographic segment of the industry followed by Europe and Asia. Korea, with over 450 animation studios, is also moving into animation projects with active support from the government, which now operates a subsidy system to support such production. The economics of the industry allowed Asia to feed the cartoon world, to the extent that around 90% of all "American" television animation today is produced in Asia.
Asian animation companies are vying fiercely for a piece of the global business, insisting it provides jobs and skills for young people, brings in needed foreign capital and contributes to the creation or improvement of domestic animation. The first Thai animator, Payut Ngaokrachang, made a short animated film in the mid-1950s that attracted the attention of the United States.
Characteristic of Entrepreneur
They found that companies can be successful if they focus on planning the work by having a multi-disciplinary planning team and the planner's expertise; focus on the pre-production phase by having a good talent pool and market development; production phase with good technical support and productivity.; Sulaiman discovered that there are four factors that contribute to entrepreneurship success, namely marketing, technology, entrepreneurship and management. Today, in the most demanding markets, these entrepreneurs are leading the ways in which they most successfully use the knowledge to connect existing and new technologies.
Successful entrepreneurs constantly develop their competencies, skills and techniques and acquire specific knowledge to survive and innovate new entrepreneurial opportunities in their industries. According to a number of studies, entrepreneurs in their early stages of development lack specific skills and knowledge, but despite this they can succeed. Business growth is guaranteed at this stage due to their vision, persistence, network, positive attitude towards their entrepreneurial idea and their problem solving ability.
During their work, entrepreneurs develop various practical skills, aimed at understanding business situations and problems, e.g. Their desire to succeed is the most important motive, which determines how the entrepreneur will acquire knowledge.
Critical Success Characteristic of Entrepreneur in Animation Industry
- Entrepreneur knowledge
- Creativity
- The Principles of Creativity
- Innovation
Creativity is the ability to make or otherwise bring about something new, whether a new solution to a problem, a new method or device, or a new artistic object or form. People will be most creative when they feel primarily motivated by the interest, satisfaction and challenge of the work itself - "the labor of love", love of the work - "the joy of seeing and seeking an outstanding solution - ' a breakthrough Commitment is the conviction that makes one work to realize the vision despite doubt and discouragement.
Innovation is the process of realizing the best ideas that trigger a creative idea that generates a series of innovative events. Innovation is a process that transforms new ideas into new value – transforms an idea into value. The Innovation Initiative (NII) defines innovation as "the intersection of inventions and insights that lead to creative social and economic value". Innovation is "value" - creating value that adds value to customer satisfaction - "delighting customers".
Innovation is the foundation of all competitive advantage, the means of anticipating and meeting customer needs and the method of exploiting technology. Joseph Schumpeter (1934) believes that the concept of innovation, described as the use of an invention to create a new commercial product or service, is the key force in creating new demand and thus new wealth.
Conceptual Framework
Research Approach
Data Collection
Interview Question
This research is a study of "key success factors of the entrepreneurs who run animation business in Thailand" This section analyzes the research outcome in terms of key factors that cause success in running animation business in Thailand. The data analysis is based on in-depth interviews of 6 respondents who are in animation company owner in Thailand.
Demographic Data
Entrepreneur Knowledge (Practical Skill)
I didn't graduate directly from animation, as there hasn't been such a course at university in the last 10-20 years. I had no degree and currently I have been running this business for 9 years in Thailand. I worked as a freelancer when I was studying a bachelor's degree in Thailand and after I graduated a master's degree in the US.
Besides self-study and work experience, respondent#1, 3 and 5 have become an entrepreneur from their freelance work in animation first. I had been working as a freelancer with my friends for many years, later after we had experience; we decided to run our own business”. On the other hand, Respondent#2 became an entrepreneur after working for an international animation company in the US for many years.
I took all the knowledge I learned while working there back to Thailand to run my own company”.
Creativity
To create an idea, we must first draw everything in our mind, there is no right or wrong, just draw. This team will create an idea and pass it to an animator to continue working on it. As there is a different gesture, posture, culture of each country for which we created the work, the cultural context is a limitation to the creativity of the animation making process, and for example; the way people speak, the body language of each country.
While creating the idea/concept for the customer, we need to consider whether this idea will meet what the customer wants or not. We have to make sure that our work can send the right message in terms of film to the audience.” Thai customers usually give us unclear or insufficient information about what they really want after we have done our work.
We have experience receiving an unclear concept from our client as they tell us they only want us to create animations about how to use some things, without any other details. Until we finish our work, customers complain that what they want is completely different from what we did.
Business Knowledge
With a Thai client, there is no exact timetable and agreement on how many times the client can ask the company to change/edit the work from them, which is different from a foreign client who will have everything clearly agreed at the beginning.” They'll give you freedom to work creatively, but they'll make it clear at the outset what they want with their timeline. Most Thai studio owners who run small businesses claim that business knowledge is really important and necessary.
I'm an art graduate and the company started after I worked as a freelancer, so I don't have much knowledge about management or business-related. At the beginning, it is quite difficult for me to calculate the price of our work. If you're a freelancer, it's okay if you don't have much business knowledge like marketing, finance.
If the owner does not have this skill, he or she may need to find someone to help or hire someone, especially in the financial part”. After the company's expansion, we have hired employees who have knowledge in the business world to help work with our administration work.
Conclusion
In addition to specific artistic and technical skills, it is argued that leadership skills are one of the key important success factors in the animation business. All entrepreneurs claim that an animator may not need this knowledge if he works as a freelancer. Although not all entrepreneurs graduated with a degree in business, they mention that they can also acquire business knowledge outside of classes/school by reading, talking to knowledgeable people, or learning by experience.
On the other hand, in small businesses, the owner must take care of this part himself. Regardless of whether they do it themselves or hire someone, they claim that this knowledge is important to them.
Recommendation
For start up company
For the company which already operated in business
Limitation
Future Research
Agor, W.H., How intuition can be used to increase creativity in the organization, Journal of Creative Behavior, Vol.25, No.1, pp Amabile T., A model of creativity and innovation in Organizations, Research in Organization Behaviour, USA, Greenwich, CT, Jai Press, p.
Okapara, The value of creativity and innovation in entrepreneurship, 2008 Hanis Syazwani Kamarudin, Sulaiman Sajilan, Critical Success Factors of Technopreneurship in the Creative industry: A Study of Animation Ventures, Review of Integrative Business & Economics Research, Vol.2, 2013. Bakouros. , Eugenia Petridou, Perspective on practice the entrepreneur training for creativity and innovation, Journal of European Industrial training, Vol.34, No.3, 2010, pp. Nicholas Wilson, David Stoke, Managing creativity and innovation: The challenge for cultural entrepreneurs, Journal of small business and enterprise development, 2005, s.366.
Pemsak Suwannatat, University and Animation Industry Collaboration: New Product Development Process, International Journal of Humanities and Social Sciences, Vol.2, No.11, June, 2012. Niracharapa, Animation Industry Competitiveness: The Case of Thailand , World Academic of Sciences, Engineering and Technology, International Journal of Social, Education, Economics and Management Engineering, Vol.
