Strategic Alliances and Participative Networks: The Advent of a New Paradigm in Media

Document Type : Original Article

Authors

1 international marketing management & economy

2 media management

3 sociology

Abstract
Increasing developments in media industry has remarkably affected the management of companies engaged in this industry. In past, media companies were big institutes embedding the whole process of value-creating. However, nowadays non-media companies are involved in the business of media, and media do non-media stuff; that’s why carrying out all media productions’ stages through a single company is impossible and media companies have no choice but employ other companies to contribute to their their job. The present article aims to examine how strategic alliances could provide a mechanism for interaction with media new environment. Employing media economics concepts, the article further tries to shed lights on approaches to creating synergy and value-adding in media industry. Given the results of the research which employed an explorative and descriptive methodology and explained how it is possible to develop a participative network and a strategic alliance among companies enjoying complimentary competitive advantages, such an approach could realize internal capabilities of media companies.
 
 

Keywords


 

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  • Receive Date 11 January 2011
  • Revise Date 13 April 2011
  • Accept Date 10 May 2011