Strategic Management in the Media: Theory to Practice
'...provides vital insights into the elements of strategy and their application to media firms. K ng relates strategic concepts to the unique settings and operating conditions of various media using contemporary examples that direct attention to core issues and challenges. Solidly grounded in theory but not pedantic, the book explores the nature of change in media markets and how strategy must be altered in response. It is essential reading for those who make or wish to comprehend choices of media companies' -Professor Robert Picard, Media Management Transformation Centre, University of Jönköping, Sweden'Insightful, contextually analytical, yet easy to comprehend,Strategic Management in the Mediasuccessfully applies the adaptive and interpretative areas of strategic theory in the media sectors. This book's integrative approach provides a unique perspective in which common themes linking media strategy and industry environment were thoughtfully discussed. The focus on media organizations' adaptive strategic behavior, especially in technology management, creativity and innovation offers a pragmatic approach to understanding today's changing, complex world of media' -Sylvia M. Chan-Olmsted, Professor and Associate Dean for Research, College of Journalism and Communications, University of Florida