haku: @indexterm television industry / yhteensä: 201
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| Tekijä: | Sydow, J. (et al.) |
| Otsikko: | Foreign market entry as network entry: A relational-structuration perspective on internationalization in television content production |
| Lehti: | Scandinavian Journal of Management
2010 : MAR, VOL. 26:1, p. 13-24 |
| Asiasana: | market entry networks organizations television industry Germany Hungary USA |
| Kieli: | eng |
| Tiivistelmä: | This examination of German television content production firms entering the Hungarian market and other markets, and of U.S. firms entering the German market reveals that foreign market entry in this industry often takes the form of network entry and, in some cases, collective network entry. The preferred strategy is the network orientation, which helps firms cope with the often substantial "cultural discount" on their products. This study extends the network approach of the Nordic school of international business research to interpret these observations, and distinguishes between networks as a relational perspective and a form of governance. The data reveals that, in this industry, different "market" entry strategies are implicated in network entry. Foreign market entry includes a dynamic mix of market, hierarchical, and network arrangements, since it is a process. Ideas from Gidden's structuration theory (1984) are used to conceptualize foreign market entry as a process driven by the recursive interplay of knowledgeable agents and the social structure of organisational networks and fields. |
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