Strategic community management in a large business Case study of strategic alliances between Japanese and American companies in multimedia business field

Strategic community management in a large business Case study of strategic alliances between... For the last few years, the videoconferencing system market represented by multimedia technology has enjoyed strong growth in Japan. Behind the recent upturn in this market was the strategic alliance of NTT, Japan’s largest telecommunications carrier, and PictureTel of the USA, followed by the birth of business communities centered around or outside NTT, thus intensively creating and boosting a new market referred to as video communication. This article reviews the challenges that faced NTT, one of the big businesses in Japan, followed by PictureTel and other players within and outside NTT, all of which were lined up to create various strategic business communities. The article gives careful consideration to the measures taken by these players who achieved success in such a way as to alter employee consciousness, vitalize organizational morale, entrench the new NTT “Phoenix” brand (videoconferencing system) in the Japanese market and create an emergent video network market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Management Development Emerald Publishing

Strategic community management in a large business Case study of strategic alliances between Japanese and American companies in multimedia business field

Journal of Management Development, Volume 19 (3): 17 – Apr 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0262-1711
DOI
10.1108/02621710010318774
Publisher site
See Article on Publisher Site

Abstract

For the last few years, the videoconferencing system market represented by multimedia technology has enjoyed strong growth in Japan. Behind the recent upturn in this market was the strategic alliance of NTT, Japan’s largest telecommunications carrier, and PictureTel of the USA, followed by the birth of business communities centered around or outside NTT, thus intensively creating and boosting a new market referred to as video communication. This article reviews the challenges that faced NTT, one of the big businesses in Japan, followed by PictureTel and other players within and outside NTT, all of which were lined up to create various strategic business communities. The article gives careful consideration to the measures taken by these players who achieved success in such a way as to alter employee consciousness, vitalize organizational morale, entrench the new NTT “Phoenix” brand (videoconferencing system) in the Japanese market and create an emergent video network market.

Journal

Journal of Management DevelopmentEmerald Publishing

Published: Apr 1, 2000

Keywords: Strategy; Leadership; Core competences; Videoconferencing

References

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