University and Animation Industry Collaboration: New Product Development Process
Permsak Suwannatat, Pongpun Anuntvoranich, Achara Chandrachai

Abstract
The purpose of this study is to acquire effective means of collaboration and the competent process to improve animation work for commercial and mutual benefits between the university and the industry. At present, The Thai government has been including creative economy policy as an integral part of the national policy. The animation industry is also considered as an important part of the creative industries where there is a continuous growth potential. This study conducted in-depth interviews with government, private sector, university lecturers and animation experts to determine the current collaboration pattern, including similarities and differences in terms of the animation production among the concerned parties in order to draw a conceptual model. It is hopeful that this model encourages the collaboration which will bring about the process to develop animation work for commercial purpose. Subsequently, focus group sessions where both the university lecturers and the animation experts took part in were conducted which aimed at allowing both parties to comment and refine an appropriate collaborative model. The model is expected to effectively encourage the commercial cooperation between the university and the industry to create animation work which will lead to the industry’s advancement itself, which in turn, is expected to consistently drive the creative economy in Thailand.

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