An enabling organizational structure of a strategic change of target market from broadcasters to telecommunication operators

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An enabling organizational structure of a strategic change of target market from broadcasters to telecommunication operators

 

Author: Au-Yeung, Wing-ching Angus
Title: An enabling organizational structure of a strategic change of target market from broadcasters to telecommunication operators
Degree: M.B.A.
Year: 2000
Subject: Telecommunication
Broadcasting
Hong Kong Polytechnic University -- Dissertations
Department: Dept. of Management
Pages: vii, 37 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1520777
URI: http://theses.lib.polyu.edu.hk/handle/200/798
Abstract: This is a descriptive case study on how an intentional market switching has impacts on the channels of distribution as well as impacts on the particular company itself. Due to the trends of convergence of the telecommunication market and the broadcast markets, the company has a chance to include the telecommunication operators in its target market. However, the 2 markets demand different operating principles. This research tries to compare the differences between the 2 markets by studying 2 different cases. The Interaction Approach (Hakansson, 1982) and the Transactional Cost Analysis (Williamson, 1975) are used to study the relationships issues in these 2 markets. An analysis on why distributors (market-type distribution) suit the broadcast market and self managed house accounts (Hierarchy-type distribution) fits the telecommunication market are drawn on the 2 theories. Given the limited resources available to the company, the conclusion tries to point out that the strategic partnership would be an alternative for going after the telecommunication market.

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