学会誌

Community promotion is one of the urgent issues of Japan. One of the key points for success in community promotion is the managing ability of the organizations which take the initiative in community promotion activities. There are
several successful cases of organizations which can be called as “Community Promoting Organization” took the initiatives in these activities. One of the cases is the case of Oarai Creative Management Co. Ltd, which is a social entrepreneurship created by local enterprises for the development of Oarai Town, Ibaraki Prefecture and promoting tourism in the area.
Recently, the case of promoting tourism linking with animated cartoon in Oarai became famous, and Oarai Creative Management Co. Ltd took the initiative in these activities. In this study, I will analyze the management and the capabilities of Oarai Creative Management and point out the key factors which led the success of this promotion. As a result, not
only the capability of Oarai Creative Management was crucial for the success but also trustful relationship between Oarai Creative Management and outsiders was crucial. The reason for Oarai Creative Management can develop such relationship is due to its emphasis on its core ideology of the firm which sees the development of Oarai its top priority and aggressiveness for new activities.