برای این متن یک جمع بندی و مرور کوتاه بنویس ( به انگلیسی و فارسی)   This chapter examines strategic responses to technological change within the media industry. The media sector frequently treats technology as a secondary factor—a surprising attitude, given how technology and media are closely intertwined, with technology shaping organizational behavior and strategic outcomes. Meanwhile, technological advancements have historically been used to gain a competitive edge, as evident in pioneering companies like Walt Disney.

Despite these insights, media management research has not deeply penetrated discussions about firm-level responses to technological innovation. This chapter aims to fill that gap by addressing the nuanced relationship between technology, organizational strategy, and media industry dynamics. It delves into how technology has reshaped the industry, traces key developments, and examines the interplay between firm strategies and technological change, particularly different types of innovation.

The chapter discusses:

1. Technological Change and the Media Industry: The history of the media industry shows a pattern where technology both creates new products and erodes existing markets.

2. Convergence and Its Causes: Convergence refers to the blending of content, computing, and communication industries into a new, unified sector. This blend has accelerated, affecting traditional media sectors.

3. Newsroom Convergence: The merging of traditional and digital content creation in newsrooms, driven by the search for synergies and efficiency gains.

4. The Digital Editorial Thinker: The integration of technology and content creation, where teams need to blend skills across multiple domains including coding, design, and journalism.

5. Software is Eating the Media: The influence of broader technological developments on the media industry, with software becoming central to all organizational functions.

6. Technology and Strategy: The chapter discusses the relationship between technological innovation and strategy, with a focus on adaptive approaches and the implications of different technological changes.

The chapter introduces the concept of “organizational technology,” referring to the interrelationship between technology, organizations, and innovation, and explains technology transitions and dominant designs.

Cases such as Encyclopaedia Britannica highlight the challenge of responding successfully to technological change—even when an organization recognizes the need for a strategic response, execution may be inadequate.

Moreover, the chapter delineates different types of technological change:

- Incremental innovations involve minor improvements within existing technological trajectories.
- Architectural innovations modify existing technologies for new markets.
- Discontinuous innovations represent a break with established systems and require firms to develop new competencies.
- Disruptive innovations upset market structures, creating simpler products that grow to challenge established players.

The chapter also addresses organizational inertia—a resistance to change that can lead to failure despite possessing relevant resources—and suggests establishing new business units as a strategic response to innovation.

The concept of ambidexterity is discussed, with organizations aiming to balance exploration of new technologies with exploitation of established products. For some firms, this balance involves creating semi-structured units to adapt rapidly to technological discontinuities.

Finally, the chapter presents the case of the Deseret News, showcasing the implementation of Clark Gilbert’s strategies to tackle disruption, which included separating legacy and digital operations, positioning the legacy business for sustainability, creating new businesses from disruptive innovations, and managing shared resources through a capabilities exchange.

The chapter concludes that media firms must discern different types of innovation and align strategic responses appropriately, underlining the importance of fostering creativity, innovation, as well as the right structure, culture, and leadership.