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.
Common Trends in the Strategic Environment
The effective organization of industrial resources, even when considered in its rational aspects alone, does not approximate to one ideal type of management system … but alters in important respects in conformity with changes in extrinsic factors. These intrinsic factors are all, in our view, identifiable as different rates of technological or market change. … By change we mean the appearance of novelties: i.e. new scientific discoveries or technical inventions, and requirements for products of a kind not previously available or demanded. (Burns and Stalker, 1961/1994: 96)
This citation comes from a classic book writter in the 1960s on the management of innovation – one of the few that draws on the media industry for ...