Diversification Strategy of Global Media Conglomerates: A Comment
Chan-Olmsted and Chang's (2003) framework for the analysis of product-diversification strategies of media conglomerates is critiqued from a dynamic resource-based perspective. In the spirit of spurring intellectual debate, this article proposes a revised framework that incorporates newer findings about the benefits of related product-diversification strategies from the strategic management literature. A differentiated view of the "media content" notion is presented that distinguishes between assets, skills, and capabilities and competencies. From this differentiated perspective, I argue that there are 2 types of scope effects: traditional economies of scope that grant the media firm a short-term competitive advantage over rivals and dynamic scope effects that contribute to a sustainable competitive advantage.
Year of publication: |
2005
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Authors: | Stephan, Michael |
Published in: |
Journal of Media Economics. - Taylor & Francis Journals, ISSN 0899-7764. - Vol. 18.2005, 2, p. 85-103
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Publisher: |
Taylor & Francis Journals |
Saved in:
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