Hollywood’s dominance : a revisionist approach
Silver, Jon (2009) Hollywood’s dominance : a revisionist approach. In Symposium : Screen Economics Research Group (AFTRS - Sydney), June 12, 2009, Darlington Centre, University of Sydney, Sydney, NSW.. (Unpublished)
This paper is based on a PhD thesis that investigated how Hollywood’s dominance of the movie industry arose and how it has been maintained over time. Major studio dominance and the global popularity of Hollywood movies has been the subject of numerous studies. An interdisciplinary literature review of the economics, management, marketing, film, media and culture literatures identified twenty different single or multiple factor explanations that try to account for Major studio dominance at different time periods but cannot comprehensively explain how Hollywood acquired and maintained global dominance for nine decades. Existing strategic management and marketing theories were integrated into a ‘theoretical lens’ that enabled a historical analysis of Hollywood’s longstanding dominance of the movie business to be undertaken from a strategic business perspective. This paper concludes that the major studios rise to market leadership and enduring dominance can primarily be explained because they developed and maintained a set of strategic marketing management capabilities that were superior to rival firms and rival film industries. It is argued that a marketing orientation and effective strategic marketing management capabilities also provide a unifying theory for Hollywood’s enduring dominance because they can account for each of the twenty previously identified explanations for that dominance.
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|Item Type:||Conference Paper|
|Divisions:||Current > Research Centres > ARC Centre of Excellence for Creative Industries and Innovation
Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Media, Entertainment & Creative Arts
|Copyright Owner:||Copyright 2009 Jon Silver|
|Deposited On:||21 Apr 2013 22:36|
|Last Modified:||22 Apr 2013 01:11|
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