Gestão estratégica na indústria criativa brasileira: heterogeneidade de desempenho nas coproduções internacionais de filmes de longa-metragem

Abstract

The interrelation between the three strategy approaches- Structure-Conduct-Performance, Resource- Based View and New Institutional Economics- has permeated recent debates in the field of Strategic Management, as these approaches hold a broader theoretical scope to analyze the firm performance. This research aims to join the three strategy perspectives to explain the heterogeneity of performance of the Brazilian international film co-production in the external market. In this light, the research applies the quantitative and qualitative method to collect and analyze the data. The first stage of the research adopted the method of Correspondence Analysis to conduct an exploratory study through the analysis of a secondary data, involving 96 co-productions. The following stage selected the firms of the multiple case studies examined through semi-structured interviews. The chief findings indicate that the main drivers of performance heterogeneity are: i) network; ii) reputation; iii) regulatory environment; iv) know-how; v) demand conditions; and vi) normative environment