Portal de Periódicos da CAPES

Redes sociais e formação de alianças estratégicas: o caso do Multiplex Iguatemi

2000; FUNDAÇÃO GETÚLIO VARGAS; Volume: 34; Issue: 6 Linguagem: Inglês

1982-3134

Mercya Rose de Oliveira Carvalho, Tânia Fischer,

Innovation and Knowledge Management

This paper describes the formation of an international strategic alliance between United Cinemas International (UCI) and a local organization, Orient Filmes. It intends to answer how this local organization integrated the network of one of the most dynamic industries in the world ? the movie and entertainment industry - based on the construction of social networks and the establishment of conditions for governance. By replacing why - quite usual in strategy literature - by how, the authors make a theoretical choice based on the social networks perspective, which emphasizes the ties that represent the exchanges between individuals, groups, and organizations within the network. The paper describes the new concentration dynamics in the film industry, as well as the cohesion and positional mechanisms of social networks (local government, suppliers, development banks and leisure organizations) in the construction of this economic alliance. The basic assumption is that the reputation of Orient Filmes' main executive - the essential axis of his leadership in relation to company's partner and the local actors - has been essential for building and articulated governance structures.