Resource Based View und der Kernkompetenzansatz zur Entwicklung von Strategien: Private TV-Anbieter und öffentlich-rechtliche Sendeanstalten
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Studienarbeit aus dem Jahr 2016 im Fachbereich Medien / Kommunikation - Sonstiges, Note: 1,0, Universität Siegen, Veranstaltung: Anbieter auf Fernsehmärkten: Strategien, Organisation und Management, Sprache: Deutsch, Abstract: Die vorliegende Arbeit soll der Forschungsfrage nachgehen, welchen Beitrag der Resource Based View (RBV) und der Kernkompetenzansatz im Rahmen einer nachhaltigen Strategieorientierung für private TV-Anbieter und öffentlich-rechtliche Sendeanstalten leistet. Aufgrund der Fragmentierung des TV-Marktes und der Marktkonzentration steigt die Wettbewerbsintensität zwischen den Anbietern, was seit der Einführung des Privatfernsehens 1984 insbesondere durch die Digitalisierung verschärft wird. Im Rahmen des strategischen Managements kommt deshalb Ansätzen zur Erzielung nachhaltiger Wettbewerbsvorteile eine gro e Bedeutung zu. Den Untersuchungsgegenstand der Ausarbeitung bilden etablierte Free TV-Sender mit den Vollprogrammen RTL, Sat.1, ProSieben, sowie das Erste und ZDF. Auf Basis der Überlegungen des RBV werden Ressourcen von Fernsehunternehmen analysiert, wobei diejenigen den Schwerpunkt bilden, aus denen sich Kernkompetenzen zur Differenzierung auf der Leistungsseite ableiten lassen. In diesem Kontext werden insbesondere Bedingungen identifiziert, die das Potenzial von Humanressourcen als Quelle nachhaltiger Wettbewerbsvorteile ausschöpfen. Gemä des Ansatzes der Kernkompetenzen werden schlie lich Implikationen für das strategische Management erläutert. Die veränderten Rahmenbedingungen, denen Fernsehsender im Zuge der Digitalisierung ausgesetzt sind, und die Bedeutung des Ressourcenpotenzials werden im letzten Abschnitt diskutiert.
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