Why strategizing is so challenging in multi-platform media organizations

What is it about?

This paper explores the complexities of managing multi-platform strategies in the complex and highly dynamic environments of contemporary media markets. Our study suggests that to succeed in the market, the article argues, multi-platform media organizations need to develop strategies and organizational practices that allow them to be truly ambidextrous—to pursue both incremental and radical change—on all platforms.

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Why is it important?

In this paper, we introduce the 'strategy-as-practice approach' to media management scholars and illustrate the analytical perspective that it opens up to studying the challenges that media managers face in the changing media markets.