International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Key Components of University and Animation Industry Collaboration
Permsak Suwannatat, Pongpun Anuntvoranich; Achara Chandrachai

This research aims to study the key components of collaboration between the university and Thailand’s animation industry, which the country has seen a continuous potential growth. It is hopeful that the research result will lead to development to a core body of knowledge and mutual commercial benefits. The two sectors have different operating and processing systems; thus, their patterns require thorough examining in order that both parties achieve effective means of collaboration. This study employed a mixed-method design that combined qualitative research and quantitative research methods. The research began with documentary research to gather relevant information and adopt appropriate theories. Subsequently, focus group discussion was conducted to collect opinions and suggestions from representatives from university animation lecturers and experts in the animation industry in order to acquire patterns of a new product development (NPD) process under university and animation Industry collaboration. Questionnaires were also used to collect opinions from the three groups of participants: 1) 26 animation lecturers from 11 universities; 2) 390 animation students from 5 universities and 17 recent graduates who works in the animation industry, altogether 407 subjects; and 3) 18 experts in the industry from 14 animation firms. The information drawn from the questionnaires was processed and presented in percentage as statistical data for further studies. In addition, the new product development (NPD) process under university and animation industry collaboration was applied to produce commercial animation work with the aim of creating mutual profits and at the same time benefiting the field in terms of knowledge sharing to public. The animation work was evaluated for its qualities through a survey completed by the target audience of 60 people. During the animation production, participant observation method was utilized to examine the pattern of collaboration between the two parties to observe the process and collect the data to develop a conceptual model for collaboration between the university and the animation industry. Lastly, focus group discussion was employed for two sets of participants—10 animation lecturers and 10 animation students—in order to develop a conceptual model to enhance effective collaboration between the university and the animation industry.

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