Koopetycja nowomedialna: między odbiorcą-twórcą a organizacją

Jan Kreft

Abstrakt
New media coopetition: between consumer-creator and organization
 
The purpose of this article is to suggest a concept of “new media coopetition” – a comprehensive relationship between active media users and media companies as well as between the companies themselves. Co-creation of media contents by the users is a strategic challenge for media companies. Users who create texts, films or music recordings become competitors to the professional authors. Not only are users recipients and creators at the same time, but they are also competitors to media organizations. Coopetition is a strategy bringing benefits to the parties involved by making them simultaneously compete and cooperate with the competitors (users). While in the traditional version coopetition only concerns relationship between the organizations, I propose that it embra­ces the form of “new media coopetition”, which would also take the relationship between users and media organizations into account.
Słowa kluczowe: coopetition, users, new media, strategy
References

Bibliografia

Arsenault A., Castells M., The Structure and Dynamics of Global Multi-media Business Networks, „International Journal of Communication” 2008, no. 2.

Bengtsson M., Kock S., Cooperation and Competition in Relationships between Competitors in Business Networks, „Journal of Business & Industrial Marketing” 1999, vol. 14, no. 3.

Brandenburger A.M., Nalebuff B.J., The Right Game: Use Game Theory to Shape Strategy, „Harvard Business Review” 1995, vol. 73, no. 4.

Chan-Olmsted S., Issues in Strategic Management, [w:] A. Albarran, S.M. Chan – Olmsted, M. Wirth (red.), Media Management and Economics Handbook, Lawrence Erlbaum, Mahwah 2006.

Clarke-Hill C., Li H., Davies B., The Paradox of Co-operation and Competition in Strategic Alliances: Towards Multi-paradigm Approach, „Management Research News” 2003, vol. 26, no. 1.

Cygler J., Kooperencja przedsiębiorstw. Czynniki sektorowe kooperacyjne, Szkoła Główna Hand­lowa, Warszawa 2009.

Dagnino G.B., Preface. Coopetition Strategy: Toward New Kind of Interfirm Dynamics, „International Studies of Management & Organization” 2007, vol. 37, no. 2.

Dagnino G.B., Le Roy F., Yami S., Czakon W., Strategie koopetycji – nowa forma dynamiki między­organizacyjnej?, „Przegląd Organizacji” 2008, nr 6.

Dagnino G.B., Padula G., Coopetition Strategy New Kind of Interfirm Dynamics for Value Creation, EURAM – The European Academy of Management, Second Annual Conference, „Innovative Research in Management”, Stockholm, 9–11 May 2002.

Das T.K., Teng B.-S., Resource-Based Theory of Strategic Alliances, „Journal of Management” 2000, vol. 26, no. 1.

Dunning J.H., Alliance Capitalism and Global Business, Routledge, London 1997.

Eisenhardt K.M., Making Fast Strategic Decisions in High Velocity Environments, „Academy of Management Journal” 1989, vol. 32, no. 3.

Evans P., Wurster T., Blown to Bits: How the New Economics of Information Transforms Strategy, Harvard Business School Press, Boston 2000.

Hamel G., Doz Y., Prahalad C., Collaborate with Your Competitors – and Win, [w:] Ch. Bartlett, S. Ghoshal, Transnational Management, McGraw-Hill/Irwin, Burr Ridge, IL 2000.

Harbison J.P., Pekar P.P., Stasior W.F., Smart Alliances: Practical Guide to Repeatable Success, Jossey-Bass, San Francisco 1998.

Kaleta A., Strategia konkurencji przemyśle, Wydawnictwo Akademii Ekonomicznej we Wrocławiu, Wrocław 2000.

Kreft J., Ewolucja strategii transmedialnych korporacji transnarodowych, Wydawnictwo Uniwersytetu Gdańskiego, Gdańsk 2012.

Küng L., Picard R.G., Towse R., The Internet and the Mass Media, Sage Publications, London–New York 2008.

Ling M.A., Jianlei X.U., Quanhong P.A.N., Research on Coopetition Strategy in IPTV between SARFT and Telecom Operators in China, „Management Science & Engineering” 2013, vol. 7, no. 2.

MacKenzie D., Wajcman J., The Social Shaping of Technology, Open University Press, Buckingham–Philadelphia 1999.

Mital A., Motives for Collaborative Arrangements – The Case of Cyber Media, 2007.

Padula G., Dagnino G.B., Untangling the Rise of Coopetition: the Intrusion of Competition in Cooperative Game Structure, „International Studies of Management & Organization” 2007, vol. 37, no. 2.

Peng T-J.A., Bourne M., The Coexistence of Competition and Co-operation between Networks: Implications from Two Taiwanese Healthcare Networks, „British Journal of Management” 2009, no. 20.

Po-Ching L., Empirical Study on the Digital Convergence Strategy and Patent Activity of Taiwanese Media Groups, „NTUT Journal of Intellectual Property Law and Management” 2012, no. 1.

Porter M., What Is Strategy, „Harvard Business Review” 1996, November–December.

Ritala P., Coopetition Strategy – When It Is Successful? Empirical Evidence on Innovation and Market Performance, „British Journal of Management” 2012, vol. 23, no3.

Ritala P.K., Välimäki P., Blomqvist K., Henttonen K., Intrafirm Coopetition, Knowledge Creation and Innovativeness’, [w:] G.B. Dagnino, E. Rocco (red.), Coopetition Strategy: Theory, Experiments and Cases, Taylor and Francis, Hoboken 2009.

Ritter T., Ford D., Interactions between Suppliers and Customers in Business Markets, [w:] H. Håkanson, D. Harrison, A. Waluszewski (red.), Rethinking Marketing Developing New Understanding of Markets, John Wiley & Sons, Chichester 2004.

Rogalski M., Strategia koopetycji – światowe trendy eksploracji, „Przegląd Organizacji” 2011, nr 9.

Roy P., Yami S., Managing Strategic Innovation through Coopetition, „International Journal of Entrepreneurship and Small Business” 2009, vol. 8.

Sawicki J., Kooperencja – strategia przyszłości, „Marketing Rynek” 2005, nr 3.

Sysko-Romańczuk S., Kruszyńska A., Koncepcja kompetycji jako szczególna forma współpracy realizacji dobra wspólnego, [w:] W. Grudzewski, I. Hejduk (red.), poszukiwaniu nowych paradygmatów zarządzania, Szkoła Główna Handlowa, Warszawa 2008.

Walley K., Coopetition: An Introduction to the Subject and an Agenda for Research, „International Studies and Management & Organization” 2007, vol. 37, no. 2.

Zakrzewska-Bielawska A., Koopetycja rozwój przedsiębiorstwa opinii kadry kierowniczej firm high-tech, „Organizacja Zarządzanie” 2013, nr 52.

Zydlewska A., Powiązania sieciowe na rynku instytucjonalnym, [w:] T. Gołębiowski (red.), Marketing na rynku instytucjonalnym, PWE, Warszawa 2003.

Wersją pierwotną jest wersja elektroniczna publikowana kwartalnie w internecie