Industrial Organization Theory and Media Industry Analysis

Wirth, Michael O.; Bloch, Harry

doi:10.1207/s15327736me0802_3

Cited by 71 publications

(28 citation statements)

References 28 publications

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“…This theory is based on the structure conduct performance paradigm, which suggests that market or industry performance is determined by various market structure variables (Venkatraman & Prescott, 1990;Wirth & Bloch, 1995). That is, firms are most likely to identify the defining variables of external market characteristics, and choose strategies that provide the greatest correspondence between them (Ö zsomer & Simonin, 2004).…”

Section: Industrial Organization Theory and Environment-strategy Coalmentioning

confidence: 99%

“…One conduct variable is the behavior of the firm with respect to advertising strategies (Ferguson & Ferguson, 1994;Wirth & Bloch, 1995). This study aims at capturing three primary strategic orientations: the creation of a uniform brand image, the execution of cross-border segmentation, and the desire to improve cost performance.…”

Section: Industrial Organization Theory and Environment-strategy Coalmentioning

confidence: 99%

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Market convergence and advertising standardization in the European Union

Okazaki

Taylor

Doh

2007

Journal of World Business

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In this study, we draw on industrial organization and institutional research to explore the relationship between market convergence and standardization of advertising programs. We argue that environmental isomorphism, which maintains that the external market environment is a principal driver of firms’ institutional structures, places pressure on firms to adapt their organizational structures and strategies to changing institutional conditions. We propose that the convergence associated with European market integration will lead firms to emphasize three advertising strategies: creating a uniform brand image, appealing to cross market segments, and increasing cost performance in advertising. Further, we hypothesize that these strategies will be associated with an overall tendency to standardize advertising strategy and execution. Results of a survey of managers of subsidiaries of Japanese and U.S. firms operating in the EU suggest that firms that believe the EU is converging are more likely to engage in these standardized advertising strategies. Additionally, our findings suggest that firms that seek to create a uniform brand image and appeal to cross market segments are more likely to standardize their overall advertising programs. Finally, we find that firms’ desire to create a uniform brand image is a function of their goal of building brand equity, regardless of the level to which markets converge. We draw implications for research and practice regarding firm responses to market convergenceThis research was funded by a grant from the Yoshida Hideo Memorial Foundation (Tokyo) to the first author

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Section: Industrial Organization Theory and Environment-strategy Coalmentioning

confidence: 99%

Section: Industrial Organization Theory and Environment-strategy Coalmentioning

confidence: 99%

Market convergence and advertising standardization in the European Union

Okazaki

Taylor

Doh

2007

Journal of World Business

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“…That implies that in order to assess their performance as a whole, social and cultural criteria should also be taken into account in the media (especially, public service media). In fact, for Wirth & Bloch (1995) media performance is multidimensional. Hendriks (1995) provided a holistic model for media performance not just taking into account economic indicators.…”

Section: Theory: Public Service Broadcasting Performance and Efficiencymentioning

confidence: 99%

Efficiency and benchmarks of regional public service broadcasters in Spain

Artero

Serrano

Latorre

2015

CommSoc

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The current high public deficit situation of the Spanish economy lead us to analyse the management of public service companies, their allocation of resources and how well they are used. Within this article, we shall compare the efficiency of regional public service broadcasters (PSBs) in Spain using Data Envelopment Analysis (DEA) method and benchmarking. That will be done with two goals in mind. One, to evaluate and compare the performance of regional public television networks. And two, to propose policy measures to improve management efficiency. The results from the study indicate that more than a half of public television services in Spain are inefficient. It is recommended that the television services change some of their inputs/outputs to enhance efficiency and ensure future sustainability

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“…En este sentido, puede decirse que la estructura del mercado audiovisual también ha sido investigada desde las causas que propician la concentración y el resultado económico, así como por la repercusión que tiene esta estructura en el pluralismo informativo y en la diversidad (Kranenburg y Hogenbirk, 2006;Chan-Olmsted, 1998;Nieto e Iglesias, 2000;Hendriks, 1995;Wirth y Bloch, 1996;Wildman, 2006). Finalmente, la concentración del mercado también se explica por la liberalización y desregulación del sector, que permitió la entrada de com-petidores o capital privado en empresas de radio y televisión de origen público en la mayoría de los mercados mundiales.…”

Section: Literaturaunclassified

Elementos del mercado para comprender la dinámica de la industria mexicana de los medios de comunicación

Gutiérrez-Rentería¹

2014

Pacla

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Para citar este artículo / To reference this article / Para citar este artigoGutiérrez-Rentería, M. E. Diciembre de 2014. Elementos del mercado para comprender la dinámica de la industria mexicana de los medios de comunicación. Palabra Clave 17 (4), 1194-1212. DOI: 10.5294/pacla.2014.17.4.9 ResumenEl presente trabajo describe la industria de medios mexicana desde la óp-tica de la economía y la gestión. El estudio describe algunos de los factores macro y microeconómicos que sirven para comprender la oferta de los empresarios de la comunicación y el consumo de medios por parte de las audiencias. Es un estudio que aplica la teoría económica de los medios para describir empíricamente el estado actual de la industria. Palabras claveMéxico, industria, medios, mercado, concentración, economía de medios. (Fuente: Tesauro de la Unesco).

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Industrial Organization Theory and Media Industry Analysis

Cited by 71 publications

References 28 publications

Market convergence and advertising standardization in the European Union

Market convergence and advertising standardization in the European Union

Efficiency and benchmarks of regional public service broadcasters in Spain

Elementos del mercado para comprender la dinámica de la industria mexicana de los medios de comunicación

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