DigiPlay 5: Business Models, User Experiences and Public Interest

Tuesday 22nd March 2005
Room 2.20
The Research Beehive
University of Newcastle-upon-Tyne
NE1 7RU

Strategy Frameworks and the Positioning of UK Electronic Games Super Developers

Jeff Readman and Andrew Grantham

Firms face turbulent times in these early years of the twenty-first century arising from factors including a globalising economy, the pace of technological change and market segmentation leading to discriminating buyers being disoriented. This paper draws upon the strategy literature to provide a number of insights into what constitute the critical external drivers influencing strategy and the nature of the internal resources firms require to sustain their competitive advantage. The paper contrasts the market- and resource-based views of the firm and argues that the activities of buyers directly and indirectly contribute to the innovation> process of a firm. Examples are drawn from the electronic games industry which has particular constraints coupled with buyer and innovation demands arising out of fastchanging technologies, markets and resources that have ever-shortening shelf lives such as characters, franchises and technology platforms.

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