Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Thursday, May 5 • 1:50pm - 2:10pm
Managing Media Firms: the only advantage is Adaptive Advantage

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The past decade has seen a transformation in the way media organizations have managed their businesses. The emergence of digitalization has paved the way for new media technologies, a proliferation of media outlets and multiple platforms to distribute mediated content. The work of Picard (2002), Kung (2008) and Oliver (2012) demonstrated the nature of high velocity media market conditions, whilst Doyle (2013, p.35) noted that “media firms have naturally adapted” their businesses, in response to the dynamic nature of the media environment, as a means to protect and sustain their company.

This paper proposes that media firms manage their business and strategies through a process of adaptation. As such, adaptation will be examine through the lens of Dynamic Capabilities Theory (Teece and Pisano, 1994) which is well placed to consider how media organizations have adapted (Ambrosini, Bowman & Collier 2009) to a transformational context heavily influenced by technological innovation. This paper also argues that it is the ‘ability’ of a media organization to adapt their strategies, business model and resources that can provide them with an advantage in the market place.

This paper will present the findings from a survey of UK media executives and argue that Adaptive Advantage should be a prime consideration for media firms operating in high velocity markets, since it is the ability of a media firm to adapt to changing conditions that can provide them with a competitive advantage in the market place.

avatar for John Oliver

John Oliver

Bournemouth University
Dr John Oliver is an Associate Professor of Media Management and an experienced academic who has published in international media and business journals. As an executive trainer, he has delivered programmes in Media Strategy to directors, managers and producers from across the European... Read More →

avatar for Patrik Wikstrom

Patrik Wikstrom

Associate Professor, Queensland University of Technology
I am a principal research fellow and chief investigator at the QUT Digital Media Research Centre, Brisbane, Australia. I use and develop computational methods to examine changing creative practices, usage patterns and social interaction in the digital creative economy - with a particular... Read More →

Thursday May 5, 2016 1:50pm - 2:10pm EDT
Room South Lounge Law School
  Strategic Management
  • Manuscript # 1003
  • Session # C22