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  4. Proposal for Value Co-Creation by Enterprises and the Olympic and Paralympic Games

2015 Vol.2,3
Proposal for Value Co-Creation by Enterprises and the Olympic and Paralympic Games


The Tokyo 2020 Olympic and Paralympic Games seem to offer a big opportunity to many enterprises in Japan. However, the direct benefits from the Games are limited to only the official sponsors and the enterprises associated with capital investment for facilities and equipment, and other enterprises will probably not receive any benefit unless they take some kind of action. This paper therefore proposes a concept in which many enterprises implement nonprofit cultural programs in order to obtain benefits from the Games while protecting the position of the official sponsors. In the London 2012 Olympic and Paralympic Games, cultural programs were organized as major events, and a total of 43.4 million participants were involved. With movement toward the establishment of cultural programs in Japan, the government is making efforts to support them. The budgets of Japanese enterprises for cultural activities are estimated to be almost equal to the budget of the Agency for Cultural Affairs, which suggests that enterprises have a basic social foundation for organizing cultural programs. To implement such programs, non-sponsor enterprises must have the Olympic Organizing Committee and the IOC approve their programs, but it is difficult for individual enterprises to negotiate for such approval. Accordingly, there should be an intermediary organization to negotiate with the Organizing Committee and other entities. Regarding enterprises’ cultural programs, this paper proposes the creation of programs that are designed to take advantage of each enterprise’s strengths (technologies and know-how) not just the donation of funds. Such programs are expected to lead to industrial growth, increased tourism, and solution to social issues.