Project Management Capabilities in the New Media Industry

Abstract

The new media industry is made up of dynamic and perilous markets, in which a firm’s success is dependent on the continuous rapid development of innovative products. To achieve this daunting task firms establish and maintain networks of potential partners that have capabilities with high potential and serious risks. These networks of partners are repositories of diverse resources to supplement and complement lacking internal resources. The authors conducted in-depth exploratory interviews with executives of small and medium sized new media firms following their participation in joint innovative product development projects. The authors develop propositions extending resource-based view theory to the development of resources across weak ties while highlighting the tactical and strategic management of new product projects within project networks. They uncovered complex processes and performance constructs giving future researchers more specificity in their future project alliance research models.

Key Words:

• new media
• project networks
• alliance projects