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 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.
General
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