Wissenschaft und Forschung an der HdM

Vortrag

It's about technology! Is it?

Strategies and Strategic Behaviour in the Media Industry

Media is seen as a technology-driven industry. Therefore, the relevance in particular of emerging technologies (artificial intelligence, machine learning, blockchain, augmented reality, virtual reality) in consideration and behaviour of media companies is of great interest. It is assumed that emerging technologies could serve as an enabler for (further) development of media business models as they provide companies potential competitive advantages. Hence, we would expect that adoption and adaption of emerging technologies in media industry is likely.

With regard to strategies and strategic behaviour of an organisation and the strategy formulation of media corporation, the question arises as to the earliness of corresponding (re-)action (How quickly do we respond to changing environments?), as to the time span of planning horizons (What is be the foreseeable and planned time frame in our future planning?) and as to the degree of diversification (What are future value chains and value chain stages we would like to operate in?).

In conclusion, it can be said: Media companies invest at a relatively late stage in new technologies and then only in technologies with a manageable and reasonable timescale. In terms of reaction speed and time horizon, media companies are therefore rather conservative and cautious. 

 

 

Mitvortragende: Magdalena Ciepluch, Boris A. Kühnle
Vortrag auf Veranstaltung: HdM Innovation Day
Veranstaltungsort: Stuttgart
Datum: 28.11.2019

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