Strategic Management and Marketing Creative Ind. (6012B0420Y)
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Exam Strategic Management and Marketing Theory in the Creative Industries - 6314M0213Y
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Strategic Management and Marketing Creative Ind. (6012B0420Y)
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Universiteit Van Amsterdam (UvA)
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Exam: Strategic Management and Marketing Theory in the Creative
Industries - 6314M0213Y
Date & Time: Wednesday, 21 December 2022, 11:00-13:00
Duration: Two hours
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This exam consists of four questions. You should answer the questions in English.
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1
, Question 1 (max. 400 words; 25% of the grade)
Baum & Shipilov (2006) discuss the concept of "structural inertia" as well as the
different competitive strategies of generalists and specialists. Jia, Lewis & Negro
(2022) also discuss generalists and specialists, especially in the context of
collaborations between organizations
Discuss how the collaborations in Jia, Lewis & Negro (2022) could affect
structural inertia, and especially its consequences for innovative performance in
a rapidly changing environment, discussed in Baum & Shipilov (2006).
Jia, Lewis & Negro (2022) researched upon collaborations in the film industry and found that
collaborations between specialists and generalists lead to enhanced performance. Where
specialists tend to have an advantage over generalists in stable environments. However, on
the other hand generalists tend to have the advantage in changing envrionments. This is
explained by the Niche-width theory (Baum & Shipilov, 2006).
Baum and Shipilov (2006) describe how ecological approaches can explain why
organizations fail. One process is demographic processes, wherein structural inertia is
described. Structural inertia implies that when an organization grows and ages, it becomes
increasingly difficult to change the organization.
Jia, Lewis & Negro (2022) found that in uncertain environment, where consumers rapidly
can change preferences, and which is characterized as very competitive overall, the
collaborations between specialists and generalists are very beneficial as it increases
innovative performance and legitimacy, leading to better performance.
Thus, when a specialist is working together with a generalist it is likely to mitigate the
negative effects that structural inertia might bring for both parties. A negative effect of
structural inertia is that the firm fails to sustain performance in a changing environment due
to its inadaptability. Especially the specialist will benefit from a collaboration with a
generalist as this type of firm is disadvantaged in a changing environment, as explained by
the Niche-width theory (Baum & Shipilov, 2006)
By working with a generalist, it will be less likely the case that the specialist will fail as they
will be able to perform innovatively, even in a changing environment.
256 words
Question 2 (max. 400 words; 25% of the grade)
Simon (1991) discusses markets and organizations. Fayard, Stigliani & Bechky
(2017) discuss "nascent occupations". Consider a "nascent occupation" (in other
words, all the professionals who "belong" to that nascent occupation) as if it
were an organization and discuss at least one characteristic mentioned in Simon
(1991) that is applicable to the situation of a nascent occuption, discussed in
Fayard et al. (2017).
Fayard et al. (2017) empirically test how Service designers distinguished themselves from the
2
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