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intman.wiwi.uni-kl.de
Fachbereich
Wirtschaftswissenschaften
2012 Technische Universitt Kaiserslautern Chair of International Management
Wednesday, 28th of November 2012
Case Study:
Rivalry in Video Games
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02.07.2012 Fuzeile
intman.wiwi.uni-kl.de2 2012 Technische Universitt Kaiserslautern Chair of International Management !! NO WARRANTY FOR COMPLETENESS AND CORRECTNESS !!
Presentations Outline
History of the Video Game Industry since 1972
Market-Based-View vs. Resource-Based-View
Market-Based-View of the Video Games Market
Summary
Outline Timeline MBV RBV MBV of Market Summary
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02.07.2012 Fuzeile
intman.wiwi.uni-kl.de3 2012 Technische Universitt Kaiserslautern Chair of International Management !! NO WARRANTY FOR COMPLETENESS AND CORRECTNESS !!
Topic focus
Focus on stationary video consoles
Distribution of their games
Development of this market
No focus on
portable consoles
personal computers
mobile phones and handhelds
tablets
Outline Timeline MBV RBV MBV of Market Summary
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02.07.2012 Fuzeile
intman.wiwi.uni-kl.de4 2012 Technische Universitt Kaiserslautern Chair of International Management !! NO WARRANTY FOR COMPLETENESS AND CORRECTNESS !!
History of the Video Game Industry since 1972
19721985
1986-1991
1992-1995
since 2005
1999-2005
1995-1998
Outline Timeline MBV RBV MBV of Market Summary
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02.07.2012 Fuzeile
intman.wiwi.uni-kl.de5 2012 Technische Universitt Kaiserslautern Chair of International Management !! NO WARRANTY FOR COMPLETENESS AND CORRECTNESS !!
History of the Video Game Industry since 1972
19721985
1986-1991
1992-1995
since 2005
1999-2005
1995-1998
arcade video games in 1970s
Atari:
- first supplier
- massive losses
Outline Timeline MBV RBV MBV of Market Summary
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02.07.2012 Fuzeile
intman.wiwi.uni-kl.de6 2012 Technische Universitt Kaiserslautern Chair of International Management !! NO WARRANTY FOR COMPLETENESS AND CORRECTNESS !!
History of the Video Game Industry since 1972
19721985
1986-1991
1992-1995
since 2005
1999-2005
1995-1998
Nintendo: NES (1985)
license agreement Atari
Outline Timeline MBV RBV MBV of Market Summary
7/28/2019 StrategicManagement 2012WS Geiger TUTL CaseStudies (Verschoben)
7/1402.07.2012 Fuzeile intman.wiwi.uni-kl.de7 2012 Technische Universitt Kaiserslautern Chair of International Management !! NO WARRANTY FOR COMPLETENESS AND CORRECTNESS !!
History of the Video Game Industry since 1972
19721985
1986-1991
1992-1995
since 2005
1999-2005
1995-1998
SEGA: Genesis (1988)
Nintendo: SNES (1991)
Splitting of the market
Outline Timeline MBV RBV MBV of Market Summary
7/28/2019 StrategicManagement 2012WS Geiger TUTL CaseStudies (Verschoben)
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History of the Video Game Industry since 1972
19721985
1986-1991
1992-1995
since 2005
1999-2005
1995-1998
Sony: Playstation (1994)
Nintendo: N64 (1996)
three-way-battle:
SEGA Nintendo Sony
Outline Timeline MBV RBV MBV of Market Summary
7/28/2019 StrategicManagement 2012WS Geiger TUTL CaseStudies (Verschoben)
9/1402.07.2012 Fuzeile intman.wiwi.uni-kl.de9 2012 Technische Universitt Kaiserslautern Chair of International Management !! NO WARRANTY FOR COMPLETENESS AND CORRECTNESS !!
History of the Video Game Industry since 1972
19721985
1986-1991
1992-1995
since 2005
1998-2005
1995-1998
Sega: Dreamcast (1998) withdrawal from the market
Sony: Playstation 2 (2000)
Microsoft: XBOX (2002)
three-way-battle:
Microsoft Nintendo Sony
Outline Timeline MBV RBV MBV of Market Summary
7/28/2019 StrategicManagement 2012WS Geiger TUTL CaseStudies (Verschoben)
10/1402.07.2012 Fuzeile intman.wiwi.uni-kl.de10 2012 Technische Universitt Kaiserslautern Chair of International Management !! NO WARRANTY FOR COMPLETENESS AND CORRECTNESS !!
History of the Video Game Industry since 1972
19721985
1986-1991
1992-1995
since 2005
1999-2005
1995-1998
Outline Timeline MBV RBV MBV of Market Summary
Microsoft: XBOX 360 (2005) Sony: Playstation 3 (2006/2007)
Nintendo: Wii (2006)
three-way-battle:
Microsoft Nintendo Sony
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02.07.2012 Fuzeile intman.wiwi.uni-kl.de11 2012 Technische Universitt Kaiserslautern Chair of International Management !! NO WARRANTY FOR COMPLETENESS AND CORRECTNESS !!
Market-Based-View vs. Resource-Based-View
Market-Based-View:
Outside In: unique product-market combination
focus: analysis of opportunities and threats
entry barriers to prevent new competitors
Resource-Based-View:
Inside Out: unique resources
focus: strength and weaknesses
sustainable competitive advantages
Outline Timeline MBV RBV MBV of Market Summary
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Technology of the consoles
1998-2004
Opportunities:
Replace the pc
Multiplayer / Lan / Internet
Technology standards (Blue Ray)
Threats:
Production and developing costs
Distribution of the internet Complex development difficult to approximate
Outline Timeline MBV RBV MBV of Market Summary
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02.07.2012 Fuzeile intman.wiwi.uni-kl.de13 2012 Technische Universitt Kaiserslautern Chair of International Management !! NO WARRANTY FOR COMPLETENESS AND CORRECTNESS !!
Technology of the consoles
Since 2004
Opportunities:
Sensors for new controllers
Updates to generate persistence
Real-life gaming
3D
Threats:
Higher complexity Tv development
Outline Timeline MBV RBV MBV of Market Summary
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Technology of the consoles
Company decisions
Sony:
Performance that exceeded any PC (for gaming)
Cinematic-style graphics
DVD player
Internet connectivity
Microsoft:
The most powerful games console ever
Similar specification as Sony Playstation 2 and Sony Playstation 3
Nintendo:
Nintendo Game Cube was tailing both Microsoft and Sony
Wii less complex graphics and new controllers
Outline Timeline MBV RBV MBV of Market Summary
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