Gaining insight into membership strategy
Brandt, Thiemo ;  Bresser, Rudi K. F. ;  ;  Universität <Berlin, Freie Universität> / Fachbereich Wirtschaftswissenschaft

Main titleGaining insight into membership strategy
Subtitlecompetitive advantage by shaping institutions
AuthorBrandt, Thiemo
AuthorBresser, Rudi K. F.
InstitutionUniversität <Berlin, Freie Universität> / Fachbereich Wirtschaftswissenschaft
No. of Pages11 S.
Series ; 2012,7 : Strategic Management
Classification (DDC)650 Management and auxiliary services
AbstractInstitutions matter greatly in the development of competitive advantage. Different
institutional strategies to manipulate and shape institutions are discussed in the literature. This paper aims at extending the existing conceptual model of membership strategy. Despite being referenced frequently, the concept of membership strategy is not well developed. This is surprising because what is referred to as membership strategy has become very popular in various industries. We propose and develop a theoretical model that explains a firm’s opportunity to protect itself against dominant institutional pressures and, additionally, to create competitive advantage by implementing a consumer centric membership strategy. Practical examples are discussed to clarify theoretical interrelationships. The main illustrative case focuses on Blizzard Entertainment, an American developer and publisher of video games.
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FU DepartmentDepartment Business and Economics
Other affiliation(s)Institut für Management
Year of publication2012
Type of documentBook
Terms of use/Rights Nutzungsbedingungen
Created at2012-03-14 : 03:51:10
Last changed2015-05-22 : 07:40:01
Static URLhttp://edocs.fu-berlin.de/docs/receive/FUDOCS_document_000000013131