Diversification and refocusing in the media industry [Elektronische Ressource] : perspectives from the resource-based view and the management fashion theory / von Jörg Michael Dautwiz

Joerg Michael Dautwiz

Informations

• Publié par: carl_von_ossietzky_universitat_oldenburg
• Publié le: 01 janvier 2009
• Nombre de lectures: 13
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

Diversification and refocusing in the media
industry: perspectives from the resource-based
view and the management fashion theory.





Inauguraldissertation
zur Erlangung des akademischen Grades
eines Dr. rer. pol.
der Fakultät II
(Department für Wirtschafts- und Rechtswissenschaften)
der Carl von Ossietzky Universität Oldenburg





genehmigte Dissertation
von Herrn Dipl.-Kfm. Univ. Jörg Michael Dautwiz
geb. am 01.01.1979 in Erlangen

































Erstgutachter: Professor Dr. Alexander T. Nicolai
(Carl von Ossietzky Universität Oldenburg)


Zweitgutachterin: Professor Dr. Heinke Röbken
(Bergische Universität Wuppertal)


Tag der Disputation: 22.Oktober 2009



















Meinem Vater
Table of Contents
INTRODUCTION................................................................................................. 1
PART I: REVIEW OF CURRENT MEDIA ECONOMIC
DIVERSIFICATION RESEARCH.............................................. 14
1. Central issues in media economic diversification research............................. 14
1.1 Issues and relevance............................................................................... 15
1.2 Approach and definition of focus........................................................... 16
2. Definition of relevant literature....................................................................... 17
3. Central issues in media econom 20
3.1 Why do media companies diversify? ..................................................... 20
3.1.1 An overview of common motives for diversification
decisions..................................................................................... 20
3.1.2 Results of the literature database analysis.................................. 26
3.1.3 Media-specific diversification motives...................................... 29
3.2 What is the relationship between degree of diversification and the
success of media companies?................................................................. 33
3.3 How can one measure the degree of diversification of media
companies?............................................................................................. 39
3.3.1 Measuring geographic diversification........................................ 39
3.3.2 Measuring product diversification ............................................. 41
3.3.3 Excursus: The empirical determination of convergence............ 47
4. Interim conclusion........................................................................................... 49
PART II: HOW CAN THE RESOURCE-BASED VIEW
CONTRIBUTE TO THE MANAGEMENT OF MEDIA
COMPANIES ................................................................................. 52
1. Four interpretations of the RBV...................................................................... 55
1.1 External identification and acquisition of strategic resources................ 55
1.2 Exploitation of existing strategic resources ........................................... 57
1.3 The internal development of critical resources and skills...................... 60
1.4 The paradoxes of the RBV as a stimulus for creative strategic
processes ................................................................................................ 63
2. The RBV in the media economics discourse .................................................. 66
2.1 External identification and acquisition of strategic resources for
media companies.................................................................................... 66
2.2 Exploitation of the existing resources of media companies................... 69
I 2.3 The internal development of critical resources and skills of media
companies............................................................................................... 71
2.4 The paradoxes of the RBV as a stimulus for creative strategic
processes in media companies ............................................................... 75
3. Interim conclusion........................................................................................... 77
PART III: THE RISE OF A SEMANTIC ANARCHY: THE CORE
COMPETENCE CONCEPT IN POPULAR
MANAGEMENT DISCOURSE AND FROM TOP
MANAGERS’ PERSPECTIVE .................................................... 85
1. Background – The neo-institutionalistic roots of management fashion
theory............................................................................................................... 85
2. The linguistic ambiguity of management fashions and the role of the
manager........................................................................................................... 95
3. The historical development of the core competence concept ......................... 99
4. Methods......................................................................................................... 102
4.1 Literature analysis................................................................................ 102
4.2 Case Study............................................................................................ 106
5. Results 111
5.1 Results of the bibliometric analysis ..................................................... 111
5.2 Results of the case study ...................................................................... 113
5.2.1 The importance of the core competence approach for the
case company ........................................................................... 113
5.2.2 Linguistic Ambiguity............................................................... 117
5.2.3 The role of the manager ........................................................... 121
5.2.4 Impact on the case company .................................................... 125
5.3 Comparison between media discourse and the case company............. 127
6. Discussion and conclusion ............................................................................ 129
POSITIONING OF THE RESEARCH .......................................................... 132
CLOSING REMARKS..................................................................................... 141
REFERENCES....................................................................................................VI
APPENDIX 1 – CASE STUDY QUESTIONNAIRE.............................. XXXIV
Separate appendix A – Case Study References ................................................ A
Separate appendix B – Case Study Interview Transcripts .............................. B

II Index of Figures
Figure 1: Structure of the investigation ................................................................ 9
Figure 2: An overview of diversification motives.............................................. 21
Figure 3: Identification of media-specific diversification motives..................... 29
Figure 4: Relationship between the degree of diversification and
performance......................................................................................... 36
Figure 5: Inverted-U shape model: Relation between direction of
diversification and profitability/stock. ............................................... 37
Figure 6: U-Shaped model: Relation between direction of diversification
and cash flow....................................................................................... 37
Figure 7: Two-dimensional conceptualization of geographic relatedness ......... 40
Figure 8: The TV sector in the SIC hierarchy .................................................... 42
Figure 9: Two-dimensization of product diversification.......... 44
Figure 10: An approach for the empirical determination of relatedness .............. 48
Figure 11: Schematic representation of the VRIN attribute scheme .................... 56
Figure 12: Schematic representation of the structural school interpretation ........ 60
Figure 13: Schematic representation of the process school interpretation ........... 62
Figure 14: Case example 1 ................................................................................... 67
Figure 15: ple 2 69
Figure 16: Case example 3 72
Figure 17: ple 4 76
Figure 18: Schematic diagram of the management fashion setting process......... 90
Figure 19: Positive feedback loop of a management fashion............................... 96
Figure 20: The process of human-scored content analysis................................. 104
Figure 21: Case study design.............................................................................. 110
Figure 22: Quantitative development of the Anglo-Saxon and German core
competence discourse........................................................................ 111
Figure 23: Results of the analysis of linguistic ambiguity ................................. 112
Figure 24: Comparison of the distribution of core competence definitions. ...... 127
III Index of Tables
Table 1: S