and knowledge among offices, when we meet every month” (Simona Portigliotti, Senior Brand Manager Nintendo of Europe GmbH, Interview One, 2014). Under an entertainment standpoint, Nintendo is a company with “an inclusive gaming culture that originated starting from the generation born in the 80s” (ibid.). Its main goal is to “make the product accessible to everyone by semplifying it” (ibid.). It is a “multitarget culture” (ibid.) which ensures that everyone feels included in Nintendo’s
55 wolrd, from the hardcore gamers, to the silver gamers 12 , from casual gamers to consumers interested in fitness. Therefore the aim of Nintendo’s culture is to create an environment that allows the company to wider its users base. Nintendo therefore seeks to be an open company that includes all the cusumers from different customer segments and tries to make them feel like at home 13 . Nintendo’s culture hasn’t been changing during the last years. Therefore it is possible to conclude that, during the last years, the culture has remained the same. Image The image of a company is what the stakeholders think about it, how they see the organization and the way they perceive it. Nintendo has always been trying to be perceived as an open and listening company, but “saying you are a customer-driven company does not make you a customer-driven company” (Hatch & Schultz, 2008, p.61). In fact there are several evidences that Nintendo is actually perceived as a stubborn (IGN News, 2011, c.; Forbes, 2013, i. and j.; Gamnesia, 2014, a.) company. According to Paul Tassi, contributor at Forbes, one of the main issues “stems from Nintendo stubbornly refusing to embrace the current reality of technology” (Paul Tassi, Forbes, 2013, i.) and from often turning a blind eye (Rumphol-Janc, Gamnesia, 2014, a.) to third parties requests; stakeholders perceive this as a stubborn attitude. Also Simona Portigliotti, Senior Brand Manager Nintendo of Europe GmbH, admits that Nintendo’s image has worsen in the last years and then the company has to regain consumers’ trust. For what concerns the image gamers have of Nintendo “there has been a decrease, it seemed like Nintendo didn’t want to follow gamers’ requests. But the situation has gotten better after E3, thanks to the announcement we made people have started to regain their enthusiasm” (Simona Portigliotti, Senior Brand Manager Nintendo of Europe GmbH, Interview One, 2014). In regard to casual gamers “I am afraid there we have lost some ground because we were not capable of explaining what the next generation of console was. An still, those who understood what was our offer for next generation of consoles didn’t feel the need to switch to a new system” 12 “Silver Gamers” is the definition used for consumers with more than 50 years old. "Silver Gamers", are typified by the fact that they didn't grow up with video games and often would consider themselves outside the market of games’ players.
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- Wii, Video game console, Nintendo, Nintendo Co.