The multimedia content industry: strategies and competencies Online publication date: Fri, 22-May-2009
by Julio A. Cardoso
International Journal of Technology Management (IJTM), Vol. 12, No. 3, 1996
Abstract: The impact of Multimedia in a variety of industry sectors is yet to be fully assessed. So far, the technological perspective has been dominant. Few studies exist dealing with Multimedia outside the telecommunications infrastructure sector, and the enterprises manufacturing components and equipment with multimedia capabilities. This paper focuses on the Content industry sector and is an attempt to identify the 'core competencies' that firms producing multimedia products should develop in order to be competitive. After reviewing the various elements of the Multimedia concept, the 5-Forces model of Michael Porter is used to carry out the structural analysis of the Multimedia Content industry. The value chain for the Multimedia Content producers is examined and the 'Bonsai' model of 'core Competencies' is used for competitive advantage diagnosis. Finally, conclusions are drawn on the attractiveness of the sector and suggestions are made on the 'core competencies' deemed necessary, for the enterprises planning to become active in this area, to be successful competitors.
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