A goldmine of strategic insights and practical business guidance covering all aspects of media entrepreneurship in the Digital Age
The media industry is facing epic upheaval. Revolutionary new technologies compel those in businesses as diverse as broadcasting to book publishing to radically recreate their business models or be left in history’s wake. At the same time, those with the next big idea are eager to acquire the business know-how needed to make it in today’s brave new world of media. Written by a uniquely well-qualified author team, this book addresses the concerns of both audiences.
Penelope Muse Abernathy and Jo Ann Sciarrino provide timely lessons on everything from media financing to marketing, business strategy to leadership, innovation to business accounting. They use numerous case studies and real-world vignettes to reveal the success secrets of today’s hottest media entrepreneurs, as well as the fatal flaws that leads many promising new ventures down the road to ruin. They begin with a primer on digital entrepreneurship basics, covering how to create a winning digital business model, obtain financing, do business accounting, identify strategic challenges, and more. From there they show you how to:
* Develop sustainable customer-focused strategies while overcoming the unique leadership challenges of the Digital Age
* Define your company’s unique value proposition, prioritize investments in key assets, and form strategic partnerships and alliances
* Understand and prepare to exploit the vast potential inherent in the next generation of digital technologies, including artificial intelligence, virtual reality, and blockchain, among others
The two companion websites feature a wealth of supplemental material, including updates, instructional videos, essays by media leaders, as well as Power Point presentations and study guides for instructors.
Packed with practical insights and guidance on all aspects of the business of media in the Digital Age, The Strategic Digital Media Entrepreneur is a must-have resource for professionals and students alike in advertising, marketing, business strategy, entrepreneurship, finance, social media, and more.
Cuprins
Preface vii
Acknowledgements ix
How to Use This Book xi
About the Companion Websites xiii
Part I Understanding the Basics of Digital Entrepreneurship 1
1 Gutenberg to Zuckerberg: Innovation and Entrepreneurship 3
2 The Story behind the Numbers 23
3 What Is a Company Worth? 47
4 The Transformed Competitive Landscape 69
Part II Creating Sustainable Strategies and Business Models 89
5 A Strategy for Dealing with the New Business Imperatives 91
6 Defining a Unique Value Proposition 107
7 Understanding Customer Relationships in a Digital World 123
8 Reaching Current and New Customers 137
9 Competing in a Networked World 149
10 Investing in Key Assets and Capabilities 163
Part III Leadership in a Time of Change 177
11 Entrepreneurial Leadership and Culture 179
12 What the Future Holds 193
How to Use the Complementary Instructional Website 207
References 209
Index 241
Despre autor
PENELOPE MUSE ABERNATHY, MBA, Knight Chair in Journalism and Digital Media Economics, University of North Carolina, has more than thirty years of experience as a journalist and senior business executive at The Wall Street Journal, the New York Times, Harvard Business School Publishing and the Paley Center for Media.
JOANN SCIARRINO, MBA, Knight Chair in Digital Advertising and Marketing, University of North Carolina School of Media and Journalism, has nearly thirty years of experience as a senior advertising and marketing executive, including BBDO.
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