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Exploring strategies in online game industry: The factors affect strategy formulation in Chinese online game companies
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

The rapid growth of online game business in China arouses authors‘ interest to explore the strategies being used most in the Chinese online game industry and to analyze the factors implicated in these strategies. The theory framework focuses on the internal and external factors that could influence the strategy formulation process. With the models: PEST, Porter‘s Five Forces and industry life cycle, the external factors are explored. The recourse based-view, Generic Strategy and SWOT analysis provide the internal examination tool. In a qualitative approach, the empirical data was collected through online video interviews with the middle level managers in three Chinese online game companies. These empirical data were gathered through the web pages and research reports that were published online. Findings of this study show diversification strategies, and cooperation or acquisition strategies are used by major online game companies in China. Although these strategies are distinct, the factors that influence strategy formulation are common to a great extent. External factors, such as market need and technology, influence these strategy-making process the most. This study also shows that it is hard to achieve cost leadership in this industry for various reasons.

Place, publisher, year, edition, pages
2009. , 49 p.
Identifiers
URN: urn:nbn:se:hh:diva-3662OAI: oai:DiVA.org:hh-3662DiVA: diva2:283904
Presentation
2009-05-20, 00:00 (English)
Uppsok

Supervisors
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Available from: 2010-01-18 Created: 2010-01-01 Last updated: 2010-01-18Bibliographically approved

Open Access in DiVA

Rufei He& Xiaoling Wang 2009(860 kB)5088 downloads
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File name FULLTEXT01.pdfFile size 860 kBChecksum SHA-512
62ec8d0037081815b1006c6ce7c254c551d70f61ec5c5e908d1e762f05fdeeab26406ce1e10ed584db4b9d324b885f9f71f7f812708a65f65accd1864ef81507
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf