The Strategy of publishing companies to enter multimedia industry-from the viewpoint of the resource base theory

• Main Authors: Lu, Lun Chin, 呂綸秦
• Other Authors: guang-hwa chern, jia-rong tsuei
• Format: Others
• Language: zh-TW
• Published: 1997
• Online Access: http://ndltd.ncl.edu.tw/handle/81676948359914379205

碩士 === 國立交通大學 === 傳播研究所 === 85 === The purpose of this thesis is using the resource base theory to analysis the difference between traditional publishing industry and multimedia industry. Moreover, from the experiences of the successful companies, concluding the entry strategy and giving advise to companies who want to develop CD-ROM titles. From 1980, the traditional publishing industry is facing totally new challenge. CD-ROM title, a new kind of media, provides tremendous space to store huge amounts of data including sound, picture, animation and programs. It is very easy to store a whole set of encyclopedias onto one small disk. These unique characteristics make CD-ROM title more and more popular as a tool of education and entertainment. Its applications spread widely from museum collections, language learning, cartoon books, recipes, 3-D game, multimedia dictionaries and encyclopedias. Owing to the different production procedure, capital requirement, and organizational culture, it seems not easy for publishing companies to develop CD-ROM products. There are some publishing companies in Taiwan trying to enter this attractive new field. Some succeeded and some failed. How come does this difference exist? This thesis tries to answer three major questions:1. Is there any difference between traditional publishing company and multimedia company in organizational resources?2. Is there any difference between traditional publishing company and multimedia company in organizational ability?3. Whether the differences in resources and ability will influence the strategic resources and the entry strategy of a company or not?According to the questions above, this thesis sets up three major hypothesis :H01: There is no difference between traditional publishing company and multimedia company in organizational resources.H02: There is no difference between traditional publishing company and multimedia company in organizational ability. H03: If different resources or ability will lead to the differences instrategic resources and the entry strategy for traditional publishingcompanies when they want to develop CD-ROM titles? There are three major conclusions in this thesis:1. According to the T-test analysis, there are obvious differences between traditional publishing company and multimedia company in organizational resources. Publishing companies are superior in legitimate resources including contract, intelligent property, and industrial secret. Multimedia companies are superior in positional resources including machine and facility, financial structure, database, and network.2. According to the T-test analysis, there are obvious differences between traditional publishing company and multimedia company in organizational ability. Publishing companies are superior in organizational function including supplier know-how and channel know-how ability. Multimedia companies are superior in organizational culture ability including quality recognition, organizational learning, and management ability.3. The differences in organizational resources and ability will influence the entry strategy. According to the resource base theory, if traditional publishing companies want to develop CD-ROM titles, they should treat legitimate resources and organizational function as strategic resources and set up the entry strategy. On the other side, multimedia companies should treat positional resources and organizational culture ability as strategic resources to set up entry strategy.