Make-and-Buy-Entscheidungen in der Medienbranche
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Inhaltsangabe: Zusammenfassung: In dieser Arbeit soll das Phänomen Make-and-Buy auf seine Anwendung in der Medienbranche untersucht werden. Obwohl Make-and-Buy immer häufiger in den Fokus der Betrachtungen rückt, sind empirische und theoretische Untersuchungen nur vereinzelt vorhanden: Notably, although plural forms are integral and permanent parts of many firms' strategies, they are not well documented from a theoretical standpoint. [...] the plural forms phenomenon has generated little empirical research." Auch eine Untersuchung des Auftretens von Make-and-Buy Phänomenen in der Medienbranche liegt bis zum heutigen Stand der Forschung noch nicht vor. Daher soll diese Arbeit einen Beitrag dazu leisten, das Phänomen Make-and-Buy weiter zu beleuchten sowie sein Vorkommen innerhalb eines Medienunternehmens zu prüfen. Der hierfür gewählte Untersuchungsgegenstand dieser Arbeit ist der TV-Bereich des Westdeutschen Rundfunks. Ziel ist es, anhand von Interviews in zwei Programmgruppen, konkrete Situationen und Beispiele innerhalb des Produktionsprozesses von TV-Sendungen des Westdeutschen Rundfunks aufzudecken. Damit ist die Absicht dieser Arbeit zweigeteilt: Einerseits soll sie allgemein zeigen, dass Make-and-Buy Entscheidungen ein Phänomen sind, das nicht - so wie es die Literatur andeutet - einzig und allein auf klassischen Märkten zu beobachten ist, sondern auch auf Medienmärkten. Andererseits soll sie im Speziellen aufzeigen, in wie weit Make-and-Buy als Beschaffungsentscheidung innerhalb des Westdeutschen Rundfunks eine Rolle spielt, in welchen Prozessen sie anzutreffen ist, welche Motive dahinter stecken und welche Effekte damit erzielt werden sollen. Im Rahmen der Gliederung der vorliegenden Arbeit wird im Folgenden zunächst auf die notwendige Wissensgrundlage über die Medienbranche eingegangen. Es wird dargelegt, was unter dem Medienbegriff zu verstehen und wie dieser einzuordnen ist. Des Weiteren wird eine Beschreibung der Mediensektoren und des Wertschöpfungsflu
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