دانلود کتاب Media and Digital Management

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Contents......Page 5
List of Figures......Page 16
List of Tables......Page 18
I: Overview......Page 19
1: Introduction......Page 20
1.2 Approaches to the Study and Teaching of Media Management......Page 21
1.4 Outlook......Page 22
2: The Information Environment......Page 24
2.1.3 People......Page 25
2.2.2 Characteristic #2 of Media and Information: Network Effects......Page 26
2.2.4 Characteristic #4 of Media and Information: Price Deflation......Page 27
2.2.7 Characteristic #7 of Media and Information: The Presence of Non-Maximizers of Profit......Page 28
2.3 Review Materials......Page 29
2.3.2 Quiz......Page 30
Quiz Answers......Page 33
II: Production......Page 34
3: Production Management in Media and Information......Page 35
3.1.3 Special Characteristics in Content Production......Page 37
3.2.3 Cost Characteristics: Film Versus Theater......Page 38
3.2.4 History of the Film Production Industry......Page 39
3.2.5.2 Newspapers and Magazines......Page 40
3.2.5.4 Television Content......Page 41
3.2.6 The Global Success of the Hollywood Production Industry......Page 42
3.2.7 Case Discussion......Page 43
3.3.1 Supposed Advantage: Market Size? Language?......Page 44
3.3.2 2nd Supposed Advantage: Vertical Integration of Content with Distribution?......Page 45
3.4.1.1 Networked Production......Page 46
3.4.2 Funding and the Reduction of Risk......Page 48
3.4.2.5 Content Portfolios and Diversification......Page 49
3.5.1 Concept (Style)......Page 50
3.5.2 Product Selection......Page 51
3.5.2.1 Economic Tools for Product Selection......Page 52
3.5.3.1 Market Research......Page 53
3.6.2 Budgeting......Page 54
3.6.3 Location and Supply Chain......Page 58
3.6.5 Production Scheduling......Page 59
3.6.5.2 The Critical Path Method......Page 60
3.7.2 Productivity Measurement......Page 62
3.9 Content Production in the Next Generation of Technology......Page 64
3.10 Case Discussion......Page 65
3.11 Conclusion: Success Elements for Content Production......Page 69
3.12.1 Questions for Discussion......Page 71
3.12.2 Quiz......Page 72
Quiz Answers......Page 74
4: Technology Management in Media and Information Firms......Page 75
4.1 Technology Drivers and Trends......Page 77
4.2.1 The Technology Function......Page 78
4.2.3 Key Tasks for the CTO: Technology Assessment......Page 79
4.2.3.1 Selection of R&D Projects for Funding......Page 81
4.2.4 Integration of Technology with Firm Strategy......Page 84
4.2.5 The Placement of R&D: In-House, Acquired, or Co-developed?......Page 88
4.2.6 The Organizational Structure of R&D Activities......Page 89
4.2.6.1 Case Discussion......Page 90
4.2.7 Open Innovation – Community-Based R&D......Page 91
4.2.8 Budgeting for Innovation......Page 92
4.2.10 Knowledge Management......Page 93
4.2.11 Standards Strategy......Page 94
4.3.1.2 Components......Page 95
4.3.1.3 Control Code and Devices......Page 96
4.3.1.4 The Computer......Page 97
4.3.2 Convergence #2: Computers with Communications Hardware......Page 98
4.3.2.1 Case Discussion......Page 99
4.3.3 Convergence #3: Integration with Consumer Electronics......Page 100
4.3.4.1 Video Game Hardware......Page 101
4.3.4.2 Case Discussion......Page 102
4.3.5 Convergence #5: The Media Cloud......Page 103
4.4.1 Case Discussion......Page 104
4.6 Review Materials......Page 106
4.6.1 Questions for Discussion......Page 107
4.6.2 Quiz......Page 108
Quiz Answers......Page 111
5: Human Resource Management for Media and Information Firms......Page 112
5.1.1.2 The HRM Organizational Structure......Page 113
5.1.1.3 Case Discussion......Page 114
5.2.1 The Rate of Return on Investment in Human Capital......Page 115
5.2.1.1 Case Discussion......Page 116
5.2.1.2 Case Discussion......Page 117
5.2.2.1 Workforce Mobility......Page 118
5.2.2.3 Case Discussion......Page 119
5.2.3 The Use of Finance Theory in Analyzing Compensation......Page 120
5.2.3.1 Case Discussion......Page 121
5.2.4 Salary Differentials......Page 122
5.2.4.1 Case Discussion......Page 123
5.3.1 The Industrial Workforce......Page 124
5.3.3 The Creative Workforce......Page 125
5.3.4 Freelancers and Unions in the “New Economy”......Page 126
5.3.5 Building Relationships with Unions......Page 127
5.4.3 Models of Motivation......Page 128
5.4.3.1 Level 1: Physical Comfort Needs......Page 129
5.4.3.4 Level 3: Social Needs......Page 130
Disney—Promoting Community......Page 131
5.4.3.8 Level 5: Self-Actualization Needs......Page 132
5.4.3.10 Corporate Culture......Page 133
5.5 Employment in the Digital Economy......Page 135
5.7.1 Questions for Discussion......Page 137
5.7.2 Quiz......Page 138
Quiz Answers......Page 141
6: Financing Media, Information, and Communications......Page 142
6.1.2 Basic Factors in the Finance of Media and Communications......Page 144
6.2 Internal Funding......Page 145
6.2.1 Case Discussion......Page 147
6.3.2 The Hierarchy of Debt......Page 148
6.3.5.1 Corporate Bonds......Page 149
6.4.1 Vendor and Buyer Financing......Page 150
6.4.1.1 The Impact of Vendor Financing on Content......Page 151
6.4.3 Government Financing......Page 152
6.4.4 Private Grant Financing......Page 153
6.5.1 Risk Reduction Strategy: Diversification......Page 154
6.6.1 Types of Equity Arrangements......Page 155
6.6.1.1 Partnerships......Page 156
Film Partnerships......Page 157
Technology Partnerships......Page 158
Case Discussion......Page 159
Impact of PE Acquisitions on Content......Page 160
6.6.1.3 Venture Capital......Page 161
6.6.1.4 Initial Public Offerings (IPOs)......Page 162
Case Discussion......Page 165
6.7.2 Institutional Investors......Page 166
6.8 Capital Structure......Page 168
6.8.1.2 Optimizing Company Value......Page 169
6.8.1.3 Case Discussion......Page 171
6.8.2 The Lifecycle of Capital Structure......Page 172
6.10 Review Materials......Page 173
6.10.1 Questions for Discussion......Page 174
6.10.2 Quiz......Page 175
Quiz Answers......Page 178
7: Intellectual Asset Management......Page 179
7.1.2 History......Page 180
7.1.3 How Companies Organize Their Intellectual Property Management......Page 182
7.2.1 Trade Secret Protections......Page 183
7.2.1.1 Case Discussion......Page 184
7.2.2 Contract-Created Intellectual Assets......Page 185
7.2.3.2 How to Get a Patent......Page 186
7.2.4 Trademarks......Page 187
7.2.5.1 Copyright Overview......Page 189
7.2.5.2 What Can Be Copyrighted?......Page 190
7.2.5.4 “Fair Use”......Page 191
7.3.1 How Important Is an Intellectual Asset?......Page 192
7.3.3.1 The Book Value Approach......Page 193
7.3.3.4 Income Approach......Page 194
7.3.4.1 Licenses......Page 195
7.3.4.2 Strategic Licensing......Page 196
Music Licensing by Performing Rights Organizations......Page 197
7.3.4.6 Licensing of Films and TV Shows......Page 199
7.3.4.8 Compulsory Licenses......Page 200
Franchise Rights Licensing......Page 201
7.4.1 Piracy......Page 203
7.4.2.2 Enlisting Government......Page 204
7.4.2.4 Counter-Attacks......Page 205
7.4.2.6 Business Responses......Page 206
7.4.2.7 The Open Source Movement......Page 207
7.6 Outlook......Page 208
7.7.1 Questions for Discussion......Page 209
7.7.2 Quiz......Page 210
Quiz Answers......Page 213
8: Managing Law and Regulation......Page 214
8.1.1 Case Discussion......Page 215
8.1.2 The Relationship of Government and Media......Page 216
8.2.2 Outside Counsel......Page 218
8.2.3 Litigation Management......Page 219
8.2.3.3 Case Discussion......Page 220
8.3.1 Lobbying......Page 222
8.3.1.1 Case Discussion......Page 223
8.3.1.3 Lobbying Strategies......Page 224
8.3.2 Public Relations Management......Page 225
8.3.2.1 How Much PR Spending?......Page 226
8.3.2.2 Managing Unfavorable Publicity......Page 227
8.4.2.1 Role of Government Regulation......Page 228
The Regulatory Process......Page 229
8.4.2.2 The Strategic Use of the Regulatory Process......Page 230
Internet Libel......Page 231
8.5.1.3 Government Restrictions of Publication......Page 232
8.5.2 Antitrust and Anti-monopoly Law......Page 233
8.5.2.2 Support for National Industry......Page 234
8.5.2.5 Privacy Regulation......Page 235
8.6.2 Looking Ahead......Page 236
8.7.1 Questions for Discussion......Page 238
8.7.2 Quiz......Page 239
Quiz Answers......Page 242
III: Marketing......Page 243
9: Demand and Market Research for Media and Information Products......Page 244
9.1.1 The Importance and Special Problems of Demand Estimation for Media Industries......Page 245
9.1.2 Examples for the Problems in Forecasting Media Demand......Page 246
9.1.3 Limits to Audience and Market Research......Page 247
9.1.4 How Media Companies Organize Their Market Research......Page 248
9.2.1 The Impact of Collection Methodology......Page 249
Mail and Phone Surveys......Page 250
9.2.2.2 Focus Groups and Test Marketing......Page 251
9.2.2.4 Automatic Audience Metering......Page 252
9.2.2.5 The Measurement of Websites: User-Level Measurements of Internet Activities......Page 253
9.2.3.2 Self-Reporting......Page 254
9.2.3.5 Point-of-Sale Measurement......Page 255
9.2.3.6 Tracking Downloads and Uploads......Page 256
9.2.3.9 Hybrid Web Measurement......Page 257
9.3.1.1 Broadcast Metrics......Page 258
9.3.1.2 Website Metrics......Page 259
9.3.2.2 Expert Surveys: The Delphi Methodology......Page 260
9.3.3.2 Attribute Importance......Page 261
9.3.3.6 Feature Extraction......Page 262
9.3.3.7 Correlation......Page 263
9.3.3.8 Regression and Econometric Estimation......Page 264
9.3.3.9 Statistical Inference: Sampling and Statistical Confidence......Page 266
9.3.3.10 Conjoint Analysis......Page 267
9.3.3.11 Diffusion Models......Page 268
9.3.3.13 What to Do with Data Mining?......Page 269
9.4.1 Case Discussion......Page 270
9.4.2.2 Challenge #2: Individualization......Page 271
9.4.2.7 Challenge #7: Integration with Managerial Decision Making......Page 272
9.5 Review Materials......Page 273
9.5.2 Quiz......Page 274
Quiz Answers......Page 277
10: Marketing of Media and Information......Page 278
10.1.1 What Is Marketing?......Page 281
10.1.3 How Does the Marketing of Media Products and ­Services Differ from Regular Marketing of Other ­Products?......Page 282
10.1.4 Limited Attention......Page 283
10.2 Case Discussion......Page 284
10.3.1 Statistical Tools for Product Design......Page 285
10.4 Product Positioning......Page 286
10.4.2 Demand and Audience ­Analysis......Page 287
10.4.5 Branding......Page 288
10.5 Pricing......Page 289
10.6.3 Word of Mouth, Buzz, and Viral Marketing......Page 290
10.6.5 Product Placement......Page 291
10.7.2 Advertising Agencies......Page 292
10.7.3 How Much to Spend on Advertising?......Page 293
10.7.5 The Optimal Mix of Marketing Activities......Page 295
10.7.6 Case Discussion......Page 296
10.7.7 Allocation Within a Media and Marketing Category......Page 297
10.8.1 Promotion to Advertisers......Page 298
10.9 The Impact of the Internet on Marketing......Page 299
10.9.2 New Tools for Creating ­Marketing Impressions......Page 300
10.9.7 Social Marketing......Page 301
10.10.1 Film......Page 302
10.10.4 Books......Page 303
10.10.5 Newspapers......Page 304
10.11 The Marketing of Technology......Page 305
10.12.1 Self-Regulation......Page 306
10.12.4 Privacy Regulation......Page 307
10.13.2 Sales Analysis......Page 308
10.14 Outlook......Page 309
10.15 Review Materials......Page 310
10.15.2 Quiz......Page 311
Quiz Answers......Page 314
11: Pricing of Media and Information......Page 315
11.1.2.1 High Fixed Cost, Low Marginal Cost......Page 317
11.1.2.3 Intangible Products and Public Goods......Page 318
11.1.2.6 Case Discussion......Page 319
11.2.1.1 Cost-Plus......Page 320
11.2.1.3 Marginal Cost Pricing......Page 321
11.2.2.2 Market Price Determination Through Auctions......Page 322
11.2.3 Dynamic Pricing and Peak-Load Pricing......Page 323
11.2.4 Indexed Pricing......Page 324
11.2.5.1 Economic Theories of Value......Page 325
Factors Affecting Price Elasticity......Page 326
11.3.1 Econometric Estimation of Price Elasticities and Hedonic Prices......Page 327
11.4.4 Establish Market Power Through Monopoly......Page 328
11.5 Price Discrimination......Page 329
11.5.1 Optimal Price Discrimination......Page 330
11.5.2 Versioning......Page 331
11.5.3 Second Degree Price Discrimination......Page 332
11.6.1 Skim (“Premium”) Pricing......Page 333
11.6.2 Penetration (“Value”) Pricing......Page 334
11.7.1 Flat Rate vs Usage-Based Pricing......Page 335
11.7.3 Transfer Pricing......Page 336
11.8.1 Ethics of Pricing......Page 337
11.8.2.1 Price Fixing......Page 338
11.8.2.4 Predatory Pricing and Dumping......Page 339
11.9.1 “Free”?......Page 340
11.9.2 Micro- and Nano-pricing......Page 341
11.10.1 Setting Pricing Policy......Page 342
11.11.1 Case Discussion......Page 343
11.11.2 Conclusions on Pricing......Page 345
11.12 Review Materials......Page 346
11.12.2 Quiz......Page 347
Quiz Answers......Page 350
12: Distribution of Media and Information......Page 351
12.1.2.2 Myth #2: Technology Breaks Up Market Power in Distribution......Page 354
12.1.3 Distribution Networks......Page 355
12.1.3.1 Case Discussion......Page 356
12.2.1 Economies of Scale......Page 357
12.2.2 Network Effects......Page 359
12.2.5 The Vertical Integration of Distribution with Production......Page 360
12.3.1 Distribution Architecture #1: The Non-sharing Network......Page 361
12.3.3 Distribution Architecture #3: Tree-and-Branch......Page 362
12.3.4 Distribution Architecture #4: The Star......Page 363
12.4 Analytical Tools for Distribution Management......Page 364
12.4.3 Network Analysis Tools of Electrical Engineering......Page 365
12.4.5 Network Analysis Tool of Operations Research: Queuing Theory......Page 366
12.4.6 Network Management......Page 367
12.5.1 Film Wholesale Distributors......Page 368
12.5.2 Book Distributors......Page 369
12.5.2.1 Case Discussion......Page 370
12.5.4.1 Case Discussion......Page 371
12.5.6.3 Trend 3: Expansion into Production......Page 372
12.6.1.2 Film Retail Distribution Channel #2: Home Video......Page 373
12.6.2.3 Book Retail Distribution: Print-on-Demand......Page 374
12.6.2.4 Case Discussion......Page 375
12.7 Online Retail Distribution of Electronic Media......Page 376
12.7.1.2 Online Content for Sale or Rent......Page 377
12.7.1.5 The Community Model: Retailing of User-Generated Content......Page 378
12.7.2 Online Distribution of Film and Video......Page 379
12.7.5 Direct Electronic Distribution to Users: Streaming Music......Page 380
12.8.1 Self-Distribution: Customer-Direct Distribution by Producers......Page 381
12.8.3 The Timing and Sequencing of Distribution Over Various Platforms......Page 382
12.8.4 Retail Distribution: Conclusions on Trends......Page 383
12.9 The Revenue Shares in the Distribution Chain......Page 385
12.10 The Impact of Distribution on Content......Page 387
12.11.2 Overall Conclusions on Distribution......Page 388
12.12 Review Materials......Page 389
12.12.1 Questions for Discussion......Page 390
12.12.2 Quiz......Page 391
Quiz Answers......Page 393
IV: Feedback Loop......Page 394
13: Accounting in Media and Information Firms......Page 395
13.1.1.1 Accounting as Science Versus Accounting as Persuasion......Page 397
13.1.1.3 A Company’s Accounting Function: General......Page 398
13.1.2 Is Accounting for Media and Technology Special?......Page 399
13.1.4 The Five Sets of Books......Page 400
13.2.2 Royalties for Books and Music......Page 401
13.2.3 Profit Accounting in Limited Partnerships......Page 402
13.2.4 How Profit Participants Can Protect Themselves......Page 403
13.3.1.4 Pro Forma Financial Statements......Page 404
13.3.3.1 Government Regulation......Page 405
13.4.1.1 Liquidity Ratios......Page 406
The P/E Ratio......Page 407
13.4.1.7 Profitability Ratios......Page 408
13.4.1.11 Non-financial Business Metrics......Page 409
13.4.1.12 Social Accounting......Page 410
13.5.2 Income Approaches......Page 411
13.5.3 Multiples Approach......Page 412
13.6 The Balance Sheet......Page 413
13.6.2 Depreciation and Amortization of Assets......Page 414
13.6.2.3 Case Discussion......Page 415
13.7.1 Stock Options......Page 416
13.8 Income and Profit Statements......Page 417
13.8.2 Case Discussion......Page 418
13.8.4.1 When Cost Is Recognized: Expensing Versus Capitalization......Page 419
13.9 Managerial Accounting......Page 420
13.9.3 Transfer Pricing......Page 421
13.9.4 Tracking Costs......Page 422
13.11.2 Enterprise Resource Planning Systems......Page 423
13.11.2.1 Real-Time Accounting......Page 424
13.12.2 Conclusions on Accounting in Media......Page 425
13.13 Review Materials......Page 426
13.13.2 Quiz......Page 427
Quiz Answers......Page 430
14: Strategy Planning in Media and Information Firms......Page 431
14.1.1 What Is Different About Strategy Setting in Information Sector Industries?......Page 433
14.1.1.1 Case Discussion......Page 434
14.2.1.2 Case Discussion......Page 435
14.2.1.4 Competitive Analysis (1970s)......Page 436
14.2.1.5 The Core Competencies Approach (1980s)......Page 437
14.2.1.6 Case Discussion......Page 438
14.2.2 The Emergence of the Guru Industry......Page 440
14.3.1 Organization of the Strategy Process......Page 441
14.3.2.6 Middle Managers as Strategy Setters......Page 442
14.3.2.8 Dedicated Staff Strategy Group......Page 443
14.4.2.1 Assessing the Market......Page 444
14.4.2.2 Case Discussion......Page 445
Analyzing Competitive Dynamics: Oligopoly Analysis......Page 446
14.4.3.1 Core Competency and Competitive Advantage......Page 448
14.4.3.4 Internal Assessment: Human Resources......Page 449
14.4.3.7 Case Discussion......Page 450
14.4.3.9 Case Discussion......Page 451
14.5.1.2 Marketing and Distribution Strategies......Page 452
14.5.1.4 Case Discussion......Page 453
14.5.2.3 Hard-analytic......Page 454
Net Present Value Analysis......Page 455
Decision Tree Analysis......Page 456
The Imputed Value......Page 457
14.6.1 Internal Communication......Page 458
14.6.3 Monitoring, Control, and Feedback......Page 459
14.7.1 Constraints on Strategy......Page 461
14.7.1.2 Case Discussion......Page 462
14.8.1 Questions for Discussion......Page 463
14.8.2 Quiz......Page 464
Quiz Answers......Page 467
15: Concluding Observations......Page 468
15.2.1 Fundamental Factors......Page 469
15.3.1 The Search for a New Media Business Model......Page 470
15.3.4 The Search for New Government Policy and Regulation......Page 471
15.3.8 Globalization of Media and Information......Page 472
15.4.2 Organizational and Personal Responsibility......Page 473
Correction to: Media and Digital Management......Page 474
Index......Page 476