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Julia Roberts, Tom Hanks & Co: Wie Stars zur effizienten Zuordnung von Filmen auf Filmkonsumenten beitragen

  • Egon Franck
  • Christian Opitz

    ()

    (Institute for Strategy and Business Economics, University of Zurich
    TU Bergakademie Freiberg)

Trotz ihrer teilweise astronomischen Gehälter gelten Filmstars für den Erfolg eines Films als wesentliche Ingredienz. Die Mechanismen, auf denen der Erfolgsbeitrag eines Stars beruht, bleiben jedoch häufig diffus. In diesem Beitrag wird die Funktion des Filmstars als „Wegweiser“ auf einem Markt untersucht, der durch substanzielle Qualitätsunsicherheit charakterisiert ist. Filmstars überbrücken auf verschiedene Weise Informationsungleichgewichte zum Konsumenten. Die „Wegweiserfunktion“ stellt besondere Anforderungen an die Karriereplanung von Schauspielern. Nur Schauspieler mit einem präzisen Profil können Star-Status erlangen. Profiländerungen sind riskant und erfordern ebenfalls ein strategisches Vorgehen.

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Paper provided by University of Zurich, Institute for Strategy and Business Economics (ISU) in its series Working Papers with number 0006.

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Date of creation: 2002
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Publication status: Published in: Wirtschaftswissenschaftliches Studium (WiSt), 32, 2003, S. 203-208.
Handle: RePEc:iso:wpaper:0006
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