Rekonfigurationsstrategien und multiple Kundenbindung in multimedialen Informations- und Kommunikationsmärkten

Bernd W. Wirtz
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Bernd W. Wirtz: Universität Witten/Herdecke

Schmalenbach Journal of Business Research, 2000, vol. 52, issue 3, 290-306

Abstract: Summary The absorption and convergence of new communication and information technologies and services in a growing number of economic and social areas has increased significantly in recent years. The convergence of telecommunication and information technologies as well as media is important for the developing multimedia market and closely tied to the themes of competitive strategy and market positioning. The driving force of convergence-motivated mergers and “intermixing” of affected industries and the new value constellations which arise therefrom create the necessity among multimedia pioneers fundamentally to reconfigure their strategic behavior. Consequently and similar to the market structure changes, a quantum leap in competitive strategies has become necessary in order to capture the growth potential of the new markets. Competitive strategies in the form of reconfiguration and integration across market behavior are being closed in order to secure know-how, to bundle products and services and to reach a dominant integration position. The aim of such reconfiguration and integration strategies is to create a kind of a proprietary communication world in which all stages are delivered by one strategic integrated electronic network (from the content/service creation over the portal and navigation control point through to customer access). Here we are dealing with multiple customer bonding attempts in the form of a full integrated communication world. The article focuses on the analysis of these recent developments in the communication sector.

Date: 2000
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DOI: 10.1007/BF03372619

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