Broekhuizen et al. (2013) "New horizons or a strategic marage?
22 important questions on Broekhuizen et al. (2013) "New horizons or a strategic marage?
Where do the authors contribute to?
What is the shift called 'artist-led-distribution'?
What do researchers argue about such artist-led-distribution?
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What do complementary assets include?
- Tangible resources such as financial capital
- Intangible resources such as marketing skills, referrals and contracts, and proprietary distribution channels
What is the difference between generic and specialized complementary assets?
Specialized complementary assets are usually
What does create new strategic options for small resource-strapped firms that face strong incumbents?
What is the critical question regarding specialized complementary assets?
How can strategic alliances be defined?
Why does it in several respects turn out to be disadvantageous for the content producers?
- Content producers often lack the experience needed to understand the nuance of contracting downstream value chain activities.
- Market sales often depend on the owner of specialized complementary assets exerting maximum efforts in promoting and distributing the product.
- Even after the alliance has been agreed, relying on large incumbents for critical resources also puts small firms at risk of opportunistic exploitation that is difficult to control using a multi-contingency contract.
What is from the long-term perspective an additional hazard of partnering with a large incumbent?
What is important to bear in mind when trying to understand why complementary assts retain their importance even in environments where content producers can directly reach consumers?
What role do publishers perform?
Where does the calculation of whether advantages of partnering with owners of complementary assets outweigh the risk depend on?
What are the four prevailing specialized complementary assets which are deployed by incumbent publishers for increasing probability of successful commercialization, and that content producers can access by forming alliances?
- A large portfolio of content
- Superior marketing skills and assets
- Having relationships with gatekeepers
- Having a reputation or reputable name
Why a large portfolio of content?
Why superior marketing skills and assets?
Why relationships with gatekeepers?
Where is the success of a commercialization strategy a function of?
When is value created?
What did online distribution, which held out the promise of giving all content producers, small and large, a level playing field, actually create?
When did publishers, which were earlier seemed irrelevant to many in the industry, reestablish their role as selector, evaluator and marketer?
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