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The Analyses of Successful Strategy for Internet Portals: From the Analyses of M&A Cases  

Chae, Soo-Wan (Deloitte Consulting)
Kwon, Seung-Woo (Business School, Korea University)
Yoo, Byung-Joon (College of Business Administration, Seoul National University)
Publication Information
Information Systems Review / v.9, no.2, 2007 , pp. 85-108 More about this Journal
Abstract
Currently, most of big IT companies attempt to penetrate into Internet portal industry aggressively in order to expand their channels(sale, distribution, marketing, R&D, and so on) and to acquire competitive advantages. Existing Internet portals also have become larger and more complex with continuous developments. Therefore, it is necessary to acquire competitive contents to survive the extreme competition and to satisfy diverse needs of customers. In this paper, we have done qualitative analyses on the cases of domestic and foreign major Internet portals which have acquired contents through of M&A and strategic alliances. In our analyses, we identify five factors crucial to the successes and failures of Internet portals. From the analyses, we find that the acquisition of UCC based contents and subscribers over the critical mass point are the two most important factors that should be simultaneously satisfied for the successful M&As. Additional analyses suggest how to acquire synergy effects from successful M&As.
Keywords
Internet portal; Network Externalities; Synergy Effects; M&A;
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