Harnessing Creative Value
Buch, Englisch, 400 Seiten, Format (B × H): 189 mm x 233 mm, Gewicht: 730 g
ISBN: 978-0-470-71395-2
Verlag: Wiley
The authors of this book have made an in depth study of the strategies and management practices of leading media companies and have identified the core competences media companies need to have to win in the new world. The book is strongly focused on applicability and combines long standing best practice principles with innovative approaches for staying ahead. It systematically discusses competences needed in each of the key functional areas in the media companies drawing on examples from all main media sectors.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Advisory Board xi
About The Authors xii
Preface xiii
Acknowledgements xv
Chapter 1 Introduction 1
Media: One or Many Industries? 1
Current State of the Industry 5
Focus and Scope of the Book 11
Chapter 2 Rebalancing the Media Value Chain 13
Current Practices Mostly Historically Grown 13
Fundamental Changes Still Ahead 20
Consequences for the Management of Media Companies 29
Is a Fundamental Rethink of Future Business Models Needed? 34
Key Takeaways 36
Case Study: The Welt Group: Creating New Business Models For News Provision 38
Case Study: Hubert Burda Media: In Search of New Digital Business Models 57
Case Study: Mediaset: From Focused Broadcaster to Value Chain Operator 69
Chapter 3 Creating and Leveraging Innovative Content 83
Future Role of (Blockbuster) Content 83
Should Content be Redefined? 89
Management of the Content Generation Process 92
Peer Production, User-generated Content and Co-creation 101
Key Takeaways 102
Case Study: Endemol: Diversifying the Content Portfolio 104
Case Study: OhmyNews: Creating a Sustainable Model for Content Co-creation 112
Chapter 4 The Fight for Customer Attention: Intelligent Mass Marketing and Cautious Niche Strategy 121
The Increasing Need to Understand Customers 121
Strategic Brand Management 128
Fine-Tune the Marketing Strategy to Revenue Model 133
Marketing Strategies for Subscription-based Players 136
Marketing Strategy for Niche and Thematic Offerings 141
Key Takeaways 143
Case Study: Canal+: Keeping Consumer Loyality in the Face of Platform Competition 144
Case Study: EMI: Developing New Marketing Models for the Digital Age 156
Case Study: Telenet: Leveraging Digital Segmentation 167
Chapter 5 End-to-end Supply Chain Management 179
Achieving Operational Excellence in Supply Chain Management 179
Enhancing the Effectiveness of Standardized Media Supply Chain Processes 181
Improvement Levers for Non-standardized Processes in the Media Industry 189
Managing the Transition to Digital Platforms 192
Key Takeaways 197
Case Study: RTL Group: Creating a Digital Value Chain 198
Chapter 6 Ways Out of the Advertising Commodity Trap 211
Traditional Advertising Under Increasing Pressure 211
The First Wave of Advertising Spending Shift: Direct Marketing and Below the Line 213
Digital Technology at the Core of the Second Wave 214
Reaching New Capabilities in Advertising 226
Key Takeaways 247
Case Study: Schibsted: Diversifying the Advertising Source 248
Chapter 7 Corporate Strategy in Media 259
Current Media Landscape 259
Future Portfolio Logic 266
Key Takeaways 276
Case Study: Liberty Global: Multichannel Portfolio Play 277
Case Study: Lagardere Active: Restoring Growth Through Operations 284
Case Study: Sanoma Group: Restructuring the Portfolio for Growth 293
Chapter 8 The Future Role of Online Media 303
Online Start 1995--2001: ‘Overestimate in the Short Term’ 303
Period of Consolidation 2002 to 2008: Building the Digital Platform 306
Online Media Business Models 312
Key Takeaways 321
Case Study: Second Life: Peer Production Through Co-creation 322
Case Study: YouTube: Building Social Media 330
Chapter 9 People Management in Media Companies: Creative Managers or Managed Creativity? 339
Current People Management Practices in the Media Industry 339
Current Challenge: Embrace ‘Creators’ Yet Do Not Understate ‘Transformers’ 341
Common Principles of People Management Processes for ‘Creators’ and ‘Transformers’ 342
Management of ‘Transformers’ 345
Management of ‘Creatives’ 346
People Management in the Digital Media Era 356
Outlook and Open Questions 364
Key Takeaways 364
Case Study: BBC: Adapting the Organization to the Digital World 366
Index 375
