한국 영화의 불확실성 대응 전략과 흥행 성과

Uncertainty has been one of the most frequently studied themes in diverse social studies including strategic management and organization theory, since it is undisputable that the level of uncertainty has significant influences on strategic decision makings by economic actors. The limited predictability of future environments stemming from uncertainty poses serious threats to economic actors by lowering the accuracy of strategic decision making. Thus, the field of strategic management has long been interested in investigating how economic actors strategically respond to uncertainty, rather than treating actors as passive ones who simply endure uncertainty. That is, the strategic management literature posits that since actors respond differently even to the same uncertain environments, the effectiveness of each actor’s strategic responses to uncertainty affects its performance crucially. The current paper analyzes the effects of strategic responses to uncertainty on the performances of economic actors operating in cultural industries in which uncertainty is the most salient environmental characteristic. This study empirically analyzes all movies produced in Korea during five year period, 2000-2004. We examine effects of strategic responses to uncertainty on market performances of cultural products. The results of our empirical analyses suggest that the market performance of a movie is positively affected by involvement of established directors, replication of existing formulas, and vertical integration. Moreover, analysis from the data shows that the niche width of a movie, in terms of genre identity, has an inverted U shape curvilinear relationship with the market performance. The findings of the current study may have two following contributions and implications. First, this study deserves a credit in that it attempted a multi-faceted analysis of strategic responses to uncertainty. We discussed and empirically examined four different strategic responses to uncertainty, each of which differs in terms of analytic level and theoretical background. Second, the current study may contribute to the expansion of management studies’ scopes by analyzing cultural industries which have received only scant attention. Academic interest in cultural industries in the field of management studies has increased in recent years owing to their rapidly growing economic importance. Moreover, cultural industries have attracted growing attention from management scholars in recent years also as the issues of creativity and innovation come to be regarded as the central determinants of competitive advantages in the 21stcentury. In this regard, the findings of the current study are expected to contribute significantly to the further expansion of management studies’ scopes.