Innovation development of core competences and diversification of communication market : the use of the internet in two groups of Brazilian press media / Inovação, formação de competencias e diversificação no setor de comunicação : a exploração da internet em dois grupos brasileiros de midia impressa

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

The emergence of the internet as a new medium obliged the companies in the printed media to define strategies for entering the communications and services market based on this platform. The proposed study presents the results of research into strategies of business diversification in Brazilian printed communications companies, based on the exploitation of services on the internet. The process is studied from the approach of the manner in which competencies are acquired (Prahalad &Hamel, 1990) and from the vision based on resources (Wernenfelt, 1984 and Barney, 2001), and centers on the empirical investigation, by means of case studies, of the technology and market strategies of two of the largest groups of daily print journalism in the country: the Grupo Folha and the Grupo Estado. Both cases clearly demonstrate that the internet was viewed by these companies as a promising yet unpredictable technological innovation, in a context in which the print ournalism segment was already experiencing a marked crisis due to loss of reader and advertising markets. Each of these companies devised a different business plan, which led them to take different technological routes. Studying the routes of these two companies makes it possible to visualize how the incorporation of an innovation occurs, how competencies are acquired and how strategies are defined in a mobile sector in which technological change is very rapid, as in the case of the communications sector

ASSUNTO(S)

jornalismo tecnological innovation inovação tecnologica journalism internet internet strategy estrategia

ACESSO AO ARTIGO

Documentos Relacionados