Media Product Portfolios
Issues in Management of Multiple Products and Services
Edited by Robert G. Picard
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Media Product Portfolios by Robert G. Picard
Book DescriptionMedia 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 States and Europe to explore the characteristics, processes, challenges, and implications of media product portfolios. This book breaks new ground by introducing the concepts of product portfolio management and applying them to media companies in a comprehensive manner. It draws from knowledge and methods of analyzing product portfolio management in other industries, applies that knowledge to media industries, and analyzes current practices in media firms. The process and issues of portfolio strategy, development, and management are complex and wide ranging. The book explores the development of media product portfolios from an interdisciplinary perspective, providing insight from business, economic, organizational, and communication approaches. The book explores why and how firms develop portfolios, how company strategy and organizational development relate to portfolios, the role of leaders in developing portfolio activities, economic and economic geography issues in portfolios, production issues, challenges in managing multiple products and operations, issues of marketing and branding issues in portfolios, personnel implications, and the unique challenges in the internationalization of media portfolio operations.
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Book DetailsISBN: 9780805855890
(229mm x 152mm x 20mm)
Imprint: Lawrence Erlbaum Associates Inc
Publisher: Lawrence Erlbaum Associates Inc
Publish Date: 6-Jul-2005
Country of Publication: United States
Books By Author Robert G. Picard
Kidnapping of Journalists, Paperback (March 2016)
Highlights the issues faced by news organisations following the kidnapping of journalists.
Media Pluralism and Diversity, Hardback (August 2015)View all books by Robert G. Picard
Adopting a truly global, theoretical and multidisciplinary perspective, Media Pluralism and Diversity intends to advance our understanding of media pluralism across the globe. It compares metrics that have been developed in different parts of the world to assess levels of, or threats to, media pluralism.
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