Strategic Management in the Media Industry: Theory and Practice aims to provide a comprehensive, accessible and expert introduction to strategy within a media management context.

It is divided into two parts - part one proves an introduction to and overview of the media industry from a strategic management perspective, looking in detail at the sectors that together comprise the industry - newspaper, book and magazine publishing, music, radio and television - and the strategic forces at work in each. This provides the foundation for part two, which analyses a number of strategic topics central to the media sector, such as technological change, organisational structure, leadership, and creativity and innovation.

The chapters follow the same structure: the relevant theory is outlined, its application to the media industry is discussed, and case studies from the media industry are used to illustrate the theory and illuminate its relevance for the media field. The cases and examples used come from all sectors of the industry and a range of geographic regions and include News Corporation, Endemol, BBC, Bertelsman, CNN, MTV, Disney and Pixar.



The task of this concluding chapter is pattern recognition. Drawing on Part I's exploration of the changes taking place in the media industry's constituent sectors and their broader context, and Part II's examination of key facets of the strategic management task in the industry, it seeks to identify common themes surfacing in the strategic context, their common implications for strategic management in the media and the common impulses for future research in the emergent field of media management they supply.

Change – Faster and More Complex

The first common element affecting strategic management in the media industry concerns change, which is a sub-text of this entire book. The contours, sector trajectories and boundaries of the media industry are increasingly hard to make out due to the ...

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