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Diversification and Refocusing in the Media Industry

其他書名	Perspectives from the Resource-based View and the Management Fashion Theory
出版	2009
URL	http://books.google.com.hk/books?id=9zNy0AEACAAJ&hl=&source=gbs_api

註釋The structure of the media industry is increasingly determined by synergies between old and new media companies. Diversification strategies are the subject of intensive debate in media economic research. The aim of this study is to analyze the drivers for diversification and refocusing actions in media organizations. Part 1 examines the state of the art in media economic diversification research. Part 2 discusses whether or not the resource based theory can provide applicable guidance for media mangers. How the adoption of a fashion can play a role in the choice and implementation of diversification and refocusing strategies is analyzed in Part 3 using a case study approach. It will be shown that drawing a clear line on motives for diversification and refocusing strategies is problematic on an individual basis in particular cases. Results do not provide practically applicable guidance for managers on how to act when strategic decisions on diversification and refocusing are to be made. However, by discussing multiple motives and influences this analysis is able to draw a comprehensive picture of possible decision options for managers of media companies. engl.