Strategy Frameworks and the Positioning of UK Electronic Games

Management at the University of Brighton in the UK. His research interests include: strategies for mass customisation and product development; value chain analysis (including manufactures from developing countries and buyers from OECD countries); continuous improvement activities and measuring company upgrading performance. He is also developing innovation indicators at the country level using trade data and unit prices. Previously he has worked as a small business advisor in East Africa and a junior technology officer for the Canadian Government. development in the new media sector; value chain analysis; business and social implications of mobile technology diffusion; and continuous improvement in the new product development processes of SMEs. His PhD was a study of the implementation of the complex UK rail privatisation statute in the 1990s. Abstract Firms face turbulent times in these early years of the twenty-first century arising from factors including a globalising economy, the pace of technological change and market segmentation leading to discriminating buyers being disoriented. This paper draws upon the strategy literature to provide a number of insights into what constitute the critical external drivers influencing strategy and the nature of the internal resources firms require to sustain their competitive advantage. The paper contrasts the market-and resource-based views of the firm and argues that the activities of buyers directly and indirectly contribute to the innovation process of a firm. Examples are drawn from the electronic games industry which has particular constraints coupled with buyer and innovation demands arising out of fast-changing technologies, markets and resources that have ever-shortening shelf lives such as characters, franchises and technology platforms.