ABSTRACT
What makes a radio station initiate an aggressive Internet venture to deliver its programming product online? What makes an established cable television network develop multiple subniche networks to exploit the brand power of its existing network? What makes a broadcast television network merge with a movie studio? Many of these managerial decisions are a result of the dynamic relationship between a media organization, its environment, and its attempt to develop and implement activities that align its organizational resources with environmental changes. In a nutshell, the study of strategic management addresses the process and content of such alignment efforts.
