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


Autoria(s): Silver, Jonathan D.
Data(s)

01/12/2010

Resumo

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.

Formato

application/pdf

Identificador

http://eprints.qut.edu.au/39319/

Publicador

Taylor & Francis

Relação

http://eprints.qut.edu.au/39319/3/39319.pdf

http://www.informaworld.com/smpp/content~content=a930361145~db=all~jumptype=rss

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.

Direitos

Copyright 2010 Routledge Taylor & Francis

Fonte

Creative Industries Faculty; Film & Television

Palavras-Chave #150500 MARKETING #190201 Cinema Studies #Pathe #Dominance #Entertainment #Marketing orientation #Strategic marketing #Marketing capabilities #Film industry
Tipo

Journal Article