Barrett, The Honors College Thesis/Creative Project Collection
Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.
Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.
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- All Subjects: Business Strategies
- All Subjects: Video Games
- Creators: Kashiwagi, Jacob
Description
The current model of revenue generation for some free to play video games is preventing the companies controlling them from growing, but with a few changes in approach these issues could be alleviated. A new style of video games, called a MOBA (Massive Online Battle Arena) has emerged in the past few years bringing with it a new style of generating wealth. Contrary to past gaming models, where users must either purchase the game outright, view advertisements, or purchase items to gain a competitive advantage, MOBAs require no payment of any kind. These are free to play computer games that provides users with all the tools necessary to compete with anyone free of charge; no advantages can be purchased in this game. This leaves the only way for users to provide money to the company through optional purchases of purely aesthetic items, only to be purchased if the buyer wishes to see their character in a different set of attire. The genre’s best in show—called League of Legends, or LOL—has spearheaded this method of revenue-generation. Fortunately for LOL, its level of popularity has reached levels never seen in video games: the world championships had more viewers than game 7 of the NBA Finals (Dorsey). The player base alone is enough to keep the company afloat currently, but the fact that they only convert 3.75% of the players into revenue is alarming. Each player brings the company an average of $1.32, or 30% of what some other free to play games earn per user (Comparing MMO). It is this low per player income that has caused Riot Games, the developer of LOL, to state that their e-sports division is not currently profitable. To resolve this issue, LOL must take on a more aggressive marketing plan. Advertisements for the NBA Finals cost $460,000 for 30 seconds, and LOL should aim for ads in this range (Lombardo). With an average of 3 million people logged on at any time, 90% of the players being male and 85% being between the ages of 16 and 30, advertising via this game would appeal to many companies, making a deal easy to strike (LOL infographic 2012). The idea also appeals to players: 81% of players surveyed said that an advertisement on the client that allows for the option to place an order would improve or not impact their experience. Moving forward with this, the gaming client would be updated to contain both an option to order pizza and an advertisement for Mountain Dew. This type of advertising was determined based on community responses through a sequence of survey questions. These small adjustments to the game would allow LOL to generate enough income for Riot Games to expand into other areas of the e-sports industry.
ContributorsSeip, Patrick (Co-author) / Zhao, BoNing (Co-author) / Kashiwagi, Dean (Thesis director) / Kashiwagi, Jacob (Committee member) / Barrett, The Honors College (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Department of Economics (Contributor) / Department of Supply Chain Management (Contributor)
Created2015-05
Description
While not officially recognized as an addictive activity by the Diagnostic and Statistical Manual of Mental Disorders, video game addiction has well-documented resources pointing to its effects on physiological and mental health for both addict and those close to the addict. With the rise of eSports, treating video game addiction has become trickier as a passionate and growing fan base begins to act as a culture not unlike traditional sporting. These concerns call for a better understanding of what constitutes a harmful addiction to video games as its heavy practice becomes more financially viable and accepted into mainstream culture.
ContributorsGohil, Abhishek Bhagirathsinh (Author) / Kashiwagi, Dean (Thesis director) / Kashiwagi, Jacob (Committee member) / Barrett, The Honors College (Contributor) / Computer Science and Engineering Program (Contributor)
Created2015-05
Description
The Performance Based Studies Research Group (PBSRG) at Arizona State University has provided a new approach to improve efficiency within industry called Best Value (BV). The core idea of BV is simplicity, which trains people to improve efficiency and understand things better with minimum information provided. The tool developed based on BV, the Kashiwagi Solution Model (KSM), is widely tested and used across a variety of industries. It has successfully helped many companies to cut their costs and improve the efficiency when running the company. With the help of BV and KSM, the authors of this paper are able to identify some problems experienced by a number of international companies. With the growth of global economy, globalization becomes popular, many companies try to enter more markets in order to earn bigger profits. However, many companies fail at achieving same level of performance in foreign markets. The authors adopts the idea from BV, KSM as well as the concepts from the Information Measurement Theory (IMT), which tries to dissolve complicated questions to the simplest concepts, and are able to explain the core reason why many international companies face the dissatisfying performance abroad. With numerous research, IMT helps to identify the characteristics of companies doing well domestically as well as companies doing poorly abroad. This paper demonstrates the possible solutions in order to help companies expand globally and achieve success in different markets.
ContributorsYang, Di (Co-author) / Liu, Weikang (Co-author) / Kashiwagi, Dean (Thesis director) / Kashiwagi, Jacob (Committee member) / WPC Graduate Programs (Contributor) / School of Accountancy (Contributor) / Department of Finance (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
The purpose for this thesis is to analyze the past trends of international business and use that information to make conclusions for future events. In this paper, I explore the international business landscape since World War II, examine the five main cultural clusters, explore four different international business strategies, and draw conclusions based on logic derived from Dr. Dean Kashiwagi's Information Measurement Theory. It is my goal to develop rational conclusions based on acquiring as much information as possible. Specifically, the concepts of the "Event" and dominant information were used to predict future outcomes. A best value approach towards international management and strategic leadership is also explored in order to provide a framework for proper management techniques. My conclusions revolve around two main predictions: in the next thirty years a new manufacturing hub will emerge outside of Asia and as the world continues to globalize, cultural differences will blur and more firms will adopt a global standardization strategy as discussed in the Starbuck's case later in the paper.
ContributorsMiles, Jeffrey Robert (Author) / Kashiwagi, Dean (Thesis director) / Kashiwagi, Jacob (Committee member) / Department of Supply Chain Management (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05