Creating new business through strategic community management: case study of a multimedia business
本文以日本NTT与美国PictureTel的战略联盟为例，分析了如何通过创建战略商业社区来推动视频会议市场增长，并探讨了改变员工意识、提升组织士气、建立品牌等成功措施。
For the last few years, the videoconferencing system and multi-point connection service market represented by multimedia technology have enjoyed strong growth in Japan. Behind the recent upturn in this market was the strategic alliance of NTT, Japan's largest telecommunications carrier, and PictureTel of the US, followed by the birth of business communities centred around or outside NTT, thus intensively creating and boosting a new market referred to as interactive video communication. This article reviews the challenges that faced NTT, one of the big businesses in Japan, followed by PictureTel and other players within and outside NTT, all of which were lined up to create various strategic business communities. The article gives careful consideration to the measures taken by these players who achieved success in such a way as to alter employee consciousness, vitalize organizational morale, entrench the new NTT 'Phoenix' brand (videoconferencing system) in the Japanese market and create an emergent new video multi-point connection network service market. And it was under the innovative leadership of community leaders that communities' core competencies were elevated, and innovation of the multimedia business achieved, as a function of the creation and harmonization of new value outlooks within the business community, inside as well as outside the companies.