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.
Creativity and Innovation
Ideas shape the course of history. (John Maynard Keynes)
This chapter explores one of the most important strategic issues for media firms – creativity. The links between this and the previous chapter are strong: innovation is implicit in all technological advance, and new technology is often an important driver of creative responses.
This chapter explores the role of creativity in media organisations, looking particularly at its strategic importance, and why that importance is increasing in the current environment. Like other chapters, it begins by reviewing theoretical understanding of this issue, that is, creativity in organisational settings. It looks at how this has developed over time, and at how creativity from this perspective is defined, in the process delineating the distinction between creativity ...