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한국 영화의 불확실성 대응 전략과 흥행 성과

Uncertainty-Reduction Strategies and Performances of Korean Movies

신동엽|김선혁
한국전략경영학회 (Korean Strategic Management Society)|2011.08|전략경영연구 (Journal of Strategic Management)|제14권 제2호|pp. 1-28|DOI 10.17786/jsm.2011.14.2.001

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참고문헌

키워드

영화산업불확실성UncertaintyVertical Integration수직적 통합Film IndustryNiche Width기존 감독 활용기존 공식 복제니치폭Utilization of Established DirectorReplication of Existing Formula
주제분류경영학

초록

불확실성은 기업의 전략적 의사결정에 가장 큰 영향을 미치는 요소들 중 하나로 전략경영을 비롯한 다양한 경영학과 사회과학 분야들에서 폭넓게 연구되어 왔다. 높은 불확실성으로 인한 미래 환경에 대한 낮은 예측가능성은 전략적 의사결정의 정확성을 떨어뜨림으로써 기업에 심각한 위험을 초래하게 된다. 그러나 전략경영 분야에서는 불확실성을 단순히 모든 기업들이 수동적으로 감수할 수밖에 없는 환경적 제약조건으로만 보지 않고, 오히려 기업들이 불확실성 감소나 회피를 위해 어떻게 전략적으로 대응하는가에 초점을 맞추어 왔다. 즉 동일한 환경 불확실성에 직면한 기업들일지라도 불확실성에 대한 대응 전략이 서로 다를 가능성이 높고 결과적으로 불확실성 대응 전략의 효과성에 따라 기업 성과가 달라지게 된다는 것이다. 본 논문은 이러한 불확실성이 영화산업과 같은 문화예술 분야를 규정짓는 대표적인 특징이라는 것에 주목하고, 영화 제작과 마케팅 등과 같이 불확실성이 높은 상황에서 경제행위자들이 시도하는 불확실성 회피 전략과 또 이러한 불확실성 회피 전략이 성과에 미치는 영향을 분석한다. 본 논문에서는 이를 위해 2000년에서 2004년에 이르는 5년간 제작된 모든 한국 영화들을 대상으로 하여 이들 영화의 흥행 성과에 영향을 미치는 요인들에 대한 실증연구를 시도하였다. 실증연구의 결과, 기존 감독의 활용, 기존 공식의 복제, 수직적 통합은 영화의 흥행 성과에 정의 영향을 미치는 것으로 나타났고 니치전략에 해당하는 니치폭은 흥행 성과와 역유자형의 관계를 가지는 것으로 나타났다.

Abstract

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.

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