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The first global entertainment company : explaining Pathe's dominance in the pre-Hollywood film industry

Silver, Jonathan D. (2010) The first global entertainment company : explaining Pathe's dominance in the pre-Hollywood film industry. Continuum: Journal of Media & Cultural Studies, 24(6), pp. 877-895.

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Abstract

For almost a decade before Hollywood existed, French firm Pathe towered over the early film industry with estimates of its share of all films sold around the world varying between 50-70%. Pathe was the first global entertainment company. This paper analyses its rise to market leadership by applying a theoretical framework drawn from the business literature on causes of industry dominance, which provides insights into how firms acquire and maintain market dominance and in this case the film industry. This paper uses evidence presented by film historians to argue that Pathe "fits" the expected theoretical model of a dominant firm because it had a marketing orientation, used an effective quality-based competitive strategy and possessed the six critical marketing capabilities that business research shows enable the best performing firms to consistently outperform rivals.

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ID Code: 39319
Item Type: Journal Article
Keywords: Pathe, Dominance, Entertainment, Marketing orientation, Strategic marketing, Marketing capabilities, Film industry
ISSN: 1030-4312
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > FILM TELEVISION AND DIGITAL MEDIA (190200) > Cinema Studies (190201)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Disciplines > Film & Television
Copyright Owner: Copyright 2010 Routledge Taylor & Francis
Deposited On: 24 Dec 2010 10:23
Last Modified: 01 Mar 2012 00:27

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