OTT 플랫폼의 한국 드라마 서비스 확대와 드라마 제작사의 전략 변화: 동적역량관점(Dynamic Capabilities View)을 중심으로

초록

This study examined the business strategies of Korean drama production companies in response to changes in the industrial environment triggered by Korean drama services of domestic and foreign OTT platform companies including Netflix through Dynamic Capabilities View. To analyze the recent strategic management of drama production companies, the researchers conducted for the first survey and the second in-depth interview for executives and managers of major production companies using the three clusters of dynamic capabilities – sense, seize, transform frame proposed by David J. Teece. According to the analysis results, most Korean drama production companies are building up and actively utilizing corporate resources and capabilities to accurately recognize the current changes and capture new business opportunities in the drama industry environment. In a rapidly changing industrial environment, it has been found that drama production companies have the ability of "sense" to detect opportunities and risks. They also estabilish the capability of "seize" to invest in human resources such as planning producers and writers and to create the new planning and development system preparing for producing seasonal dramas by securing the right to use the original IP like webtoons. In addition, the dynamic capability of "transform", which makes bold strategic decisions such as mergers and acquisitions and alliances between companies, is operating strongly in the drama industry. This study has a limitation in that it did not find out the effect of the dynamic capabilities of drama production companies on the business performance. However, it is meaningful as a basic study for a further comprehensive study to confirm the effects of the dynamic capabilities of drama production companies on business performance in that the current industry changes and the corporate strategy execution process were analyzed in a dense manner through surveys and interviews with the employees of production companies.

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