ABSTRACT
Going beyond general management functions in media organizations, this book zooms in on a specific area of media management and economics studies that tackles the subjects of media strategy and branding in the context of an emerging digital media marketplace. Asserting that media products have certain inherently unique characteristics that necessitate the revision of some generic management concepts derived from nonmedia industries, this book reviews relevant business frameworks and concepts for the analysis of media markets and applies these tools in discussions of strategy and competition in electronic media industries such as broadcast television, multichannel media, and broadband communications. Because the process of strategy formulation and implementation is fundamentally a firm’s alignment of its internal resources with the changing environment to develop competitive advantages, the magnitude of the challenge or opportunity depends on the major trends that have shaped and are forming the competitive arena of today’s media markets. In this final chapter, we begin with an overview of the developments expected to continuously mold the competitive landscape in the aforementioned industries, followed by discussions of the essential theories and paradigms that ground this track of study, critical issues in the methods of investigation, and interesting strategic and brand media management topics waiting to be explored.
