OTT 플랫폼 환경에서의 국내 콘텐츠 기업의 경영전략: 동적 역량 접근을 중심으로

This research examined how content companies integrate or rearrange internal resources to create a competitive advantage in the rapidly changing media environment from dynamic capabilities view. As competition among global OTT services grows intense and local contents are distributed globally, case analysis focusing on Studio Dragon and JTBC Studio shows how local content production studios reallocated and reconfigured existing resources to reinforce production and distribution capabilities and how the change of strategies affected financial performance. According to the research results, to reinforce content production capabilities, production studios are raising financial investment through corporate disclosure, increasing production-related resources through merger and acquisition of other competent production studios, and developing new type of contents targeting digital platforms to diversify distribution channels. To diversify distribution channels and acquire global competitiveness, production studios have started to execute co-production strategy with U.S. production companies. Research results provided how local production studios adapted their production and distribution strategies in the competitive landscape characterized by rapid market changes.