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Virtuelle Unternehmen in der Medienwirtschaft

Virtuelle Unternehmen in der Medienwirtschaft

          
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About the Book

Inhaltsangabe: Einleitung: Am 12.01.2000 titelte die Süddeutsche Zeitung in Anspielung auf eine Werbekampagne mit Boris Becker: „Wir sind schon drin" und schrieb in die Unterzeile: „Digitale Offenbarung: Die virtuelle Welt wird die wirkliche." Anlass dazu war die Bekanntgabe der Fusion des größten Internet-Service-Providers der Welt, AOL, mit dem damals weltweit umsatzstärksten Medienkonzern, Time Warner. Es war zwar nicht das erste Mal, dass ein Internet-Unternehmen seinen hohen Börsenwert nutzte, um ein anderes Unternehmen mittels Aktientausch zu übernehmen. Bis dahin waren es jedoch nur Objekte, die so „virtuell" waren wie das übernehmende Unternehmen selbst, und es blieb bei einem Geschäft innerhalb der Internet-Ökonomie. Beim Deal zwischen AOL und Time Warner war es erstmals dazu gekommen, dass ein Internet-Unternehmen einen „traditionellen" Konzern akquiriert hatte. Umgekehrt hatte es das schon öfter gegeben - zum Beispiel den Kauf der Suchmaschine Infoseek durch Walt Disney. Doch hier griff zum ersten Mal ein auf dem Internet basierender Newcomer, dessen Aktienwert zum damaligen Zeitpunkt um das Achthundertfache über dem Wert von 1993 lag, nach einem traditionsreichen und mehr als fünfmal so großen Medienhaus, zu dem unter anderem das Musiklabel Warner Music Group, die Hollywoodstudios Warner Brothers, der Fernsehsender CNN und die Magazine Time, People, Fortune, Life und Sports Illustrated gehörten. Zum Zeitpunkt der Übernahme war AOL den Börsianern rund 163 Milliarden Dollar wert, Time Warner aber nicht einmal die Hälfte davon. Angetrieben werden solche Groß- und Megafusionen durch die Globalisierung der Märkte. Gleichzeitig jedoch werden die Märkte durch eine andere, scheinbar gegenläufige Tendenz gekennzeichnet. Die Informationstechnologie führte zu einem Triumph kleiner, innovativer Unternehmen, die sich ihre Flexibilität durch eine möglichst weit gehende Virtualisierung ihrer Strukturen sichern wollten: den Virtuellen Unternehmen. Durch den immer stä


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Product Details
  • ISBN-13: 9783838671925
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838671929
  • Publisher Date: 08 Sep 2003
  • Height: 210 mm
  • No of Pages: 90
  • Series Title: German
  • Weight: 131 gr


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