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.

Strategy in the Media Industries
Strategy in the media industries

Part I of this book dealt with the industry context, the strategic environment. It demonstrated that the media industries are far from monolithic, but rather a collection of highly individualistic sectors. Part II will demonstrate that strategic theory, too, is far from monolithic but is also a rich and variegated field.

This section builds upon the basis provided by Part I to explore a variety of different strategic approaches and tools that managers can use to respond to, and hopefully master, the media industries’ strategic environment. It deals primarily with concepts, with theoretically driven approaches than can be used to guide strategic activities in the media sector. Its goal is to build a bridge between the general ...

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