Innovation and Marketing in the Video Game Industry: Avoiding the Performance Trap

ISBN-13: 9780566091674 / Angielski / Twarda / 2010 / 280 str.

David Wesley;Gloria Barczak

Opis

Based on extensive research into the business and marketing strategies of the video game industry, Wesley and Barczak consider how and why, in the search for the holy grail of high definition gaming, many companies have become ensnared in a 'performance trap' that causes them to lose sight of the customer.

Recenzje

'A great read for anyone interested in video games and the entertainment business. Wesley and Barczak craft a compelling read based through the history of video games - the unexpected success stories and colossal failures - which give us a foundation of learning that help those of us in the industry make better decisions in this new era of gaming. The rise of social games, micro- transactions, virtual goods and ever changing platforms force us to learn from our past and continue to think out of the box.' - Tom Sperry, CEO of Blade Games, Founding member of Microsoft Games Group 'This riveting and highly enjoyable book fully documents the history of the fascinating video game industry. From Donkey Kong and Mario Bros. to Xbox, Wii, Guitar Hero and Rock Band, David Wesley and Gloria Barczak take us through all the twists and turns of the video game industry, uncovering the stunning triumphs and errors that mark an industry changing so fast that, at times, top management at the leading companies are barely able to keep up, let alone develop sound marketing plans.' - Anthony Di Benedetto, Editor-in-Chief of the Journal of Product Innovation Management, and Professor of Marketing, Temple University. 'Easy to read yet powerful in its insights, this book emphasizes the importance of consistently identifying and effectively serving customers' needs as a path to long-term corporate success. The ability of collaborations with those outside the company's walls such as suppliers and certainly customers themselves is shown to be a source of developing value-creating products and services while avoiding complacency that can stifle innovation and ultimately, lead to corporate failure.' - R. Duane Ireland, Editor of the Academy of Management Journal, and Distinguished Professor of Management, Mays Business School, Texas A&M University.

Spis treści

Introduction; Chapter 1 Shigeru Miyamoto and the Art of Donkey Kong; Chapter 2 Nintendo’s Dark Age; Chapter 3 PlayStation Dreams; Chapter 4 Xbox Empire; Chapter 5 The Brain Age; Chapter 6 Rings of Death; Chapter 7 The PlayStation 3; Chapter 8 Blu-Rays and Netflix; Chapter 9 The Wii Revolution; Chapter 10 Game Development and the Rise of Casual Games; Chapter 11 Guitar Hero Nation; Chapter 101 Conclusion; Chapter 102 Epilogue;

O autorze

David Wesley is a Research Manager at Northeastern University's College of Business Administration in Boston. His award-winning case studies on companies like Adidas, Hewlett-Packard, and Nintendo have appeared in numerous management textbooks and have been consistently ranked among the best-selling cases at Harvard Business School Publishing and Ivey Publishing. Mr. Wesley has an MBA from the Richard Ivey School of Business and a Bachelor of Science from the University of Victoria. Professor Gloria Barczak is Professor and Chair of the marketing department at Northeastern University and former director of the Executive MBA program. She has published over 25 articles and several book chapters in the area of innovation and new product development and was recently recognized as one of the top innovation management scholars in the world by the Journal of Product Innovation Management and has been awarded the Robert D. Klein University Lecturer for 2009-2010 award by Northeastern University. She is also a member of the Editorial Board of the Journal of Product Innovation Management, IEEE Transactions on Engineering Management, and Creativity and Innovation Management.