환경특성이 TV 드라마 제작자의 장르 다양성 수준에 미치는 영향

Abstract

AbstractBased on the strategic contingency theory, this study empirically examines Korean TV drama producers’ changing adaptive behaviors in terms of genre variety given different levels of environmental uncertainty. The extant literature has suggested that firms tend to increase product variety in order to cope with increasing environmental uncertainty. This study attempted to verify the hypothesis that TV drama producers would employ wider variety of genre in the period with more uncertain environment(2003-2009) than the period with stable environment(1994-2002). Empirical results support the hypothesis, implying that TV drama producers tend to repeatedly produce dramas with the same genre in order to pursue efficiency in stable environment whereas they tend to employ a variety of different genre in order to cope with increasing environmental uncertainty. ■ keyword : ∣Genre Variety ∣TV Drama Producers ∣Strategic Contingency ∣Environmental Uncertainty ∣ 접수일자 : 2013년 04월 11일수정일자 : 2013년 05월 30일 심사완료일 : 2013년 06월 05일교신저자 : 임성준, e-mail : slimb@cau.ac.kr