| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 97 === Apart from the pursuit of profit, Firms in the Communications industry are argued to pay more attention to the issues of moral and social responsibility than other industries, since the communications firms influence the reality of the public and affect the culture. It follows with the argument that communications firms face the challenge of how to balance the preference of the market demand and the public interests.
This case research applies with the framework of the strategic alliance to explore how to realize the public interests from the radio program, the “Quanta Music Lunch”, which are the collaborated by the Philharmonic Radio Taipei, and the Quanta Culture and Educational Foundation.
This case research applies with the “Cross Strategic Alliance Framework” of London et al. (2006): rationale stage, formation stage, and performance stage. As to the performance stage, this research considers the aspects of the “Pubic Value Assessment System”, proposed by the Taiwan Broadcasting System (TBS).
The contribution of the research is arguably concluded as below:
Compared with other researches which provide the profit-oriented context of the strategic alliances, this case research details the case where public interests are realized with the framework of the strategic alliances. In the end, this research provide with the chart of the “media-NPO-school” framework, analyzing the interaction of different stakeholders.
Two reasons to explain the possible cooperation of the commercial media firm and NPO are as below: (a) Both of them may share the same vision to realize the public interests. (b) Due to the insufficient resources, both of them may have stronger motivation to form the relationship of strategic alliance to complement each others.
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