1st Edition
Media Product Portfolios Issues in Management of Multiple Products and Services
Edited By Robert G. Picard
Copyright 2005
272 Pages
by
Routledge
272 Pages
by
Routledge
272 Pages
by
Routledge
Also available as eBook on:
Media product portfolios are rapidly becoming the predominant shared characteristic of media companies worldwide. The phenomenon involves firms from all kinds of media--newspapers, magazines, television, radio, cinema--and is found in enterprises ranging from small, local firms to large, globalized companies. This volume is the result of a coordinated effort of scholars in the United... Read more
Contents: Preface. R.G. Picard, The Nature of Media Product Portfolios. H.L. van Kranenburg, Product Portfolios, Diversification, and Sustainablity of Media Firms. L. Achtenhagen, Media Portfolio Development: Strategic and Organizational Challenges. E. Brundin, L. Melin, Strategic Leadership and Media Portfolio Development: Leaders and Impression Management. H.J. Martin, Clustering Media Operations: Rationales and Managerial Challenges. T. Hess, Product Platforms for the Media Industry. M. Norbäck, Cross-Promotion and Branding of Media Product Portfolios. M. Ots, Strategic Direction and Control of Portfolios: Can Standard Models Create Cross-Media Benefits? M. Hang, Issues and Strategies in Managing Portfolios Across Borders and Cultures. A. Risberg, L. Melin, Portfolio Internationalization: The Case of a Successful Concept.
Biography
Edited by Picard, Robert G.
