ABSTRACT
This chapter focuses on how news organizations can understand their position in the external environment. Using cross-disciplinary theoretical perspectives from scholars of business, organizational change, and journalism, the chapter shows how organizations can develop sound strategies for determining their competitive advantage and positioning themselves in the marketplace. It draws upon lessons from other industries dealing with disruptive innovation and offers some insight into the unique challenges new forms of media and storytelling bring to existing news business models and how to plan strategically for a long-term, economically sustainable future. It demonstrates through examples how organizations—building on their values—must define their mission, strategy, and goals in order to turn platitudes into reality.
