Winning Strategies for Media & Technology Companies
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The rise of digital media has upended many traditional media and technology industry models. How can media and technology executives today successfully navigate this ever-evolving landscape? With new technologies emerging every day, this program helps executives understand the changing media ecosystem, enabling them to stay ahead of the competition and lead change within the industry, rather than follow it.
The program is jointly developed by Columbia Business School and INSEAD, combining these two leading business schools’s unique resources: Columbia's Media and Technology Program in New York City and INSEAD’s deep knowledge of the European and Asian markets.
Through case studies covering new and traditional enterprises including Facebook, Google, The New York Times and The Economist, Winning Strategies for Media & Technology Companies examines multiple aspects of these businesses, including ownership structures, organizational designs and business models.
By examining the successes and failures of digital transformation at major media and technology companies, participants will learn how to anticipate new trends and be better equipped to make stronger decisions and drive their own organization’s strategy.
Media and technology executives in the program will emerge with a better understanding of how to build a sustainable competitive advantage for their company in the digital age.
The program will help participants:
- Understand the key consequences of industry-wide disruption and the implications for their enterprise
- Become familiar with the powerful new opportunities digital technologies offer and assess the potential impact on their business
- Apprehend the fundamental drivers of media profits, including different consumer behaviors, competition and regulation
- Discern various business and revenue models and emerging approaches to innovation
- Learn how to manage organizational change for their company
Winning Strategies for Media & Technology Companies is comprised of six half-day sessions, each covering a specific aspect of the media and technology sectors. Each session contains:
- a collective, in-depth analysis of a case study
- an interactive lecture with a variety of shorter examples
Session 1 – Anatomy of Disruption This session is based on a case study analyzing the birth and early history of Radio in the USA and how it evolved into Television after WWII. Important (and surprising) parallels are drawn for today when another medium (the Internet) is disrupting media industries. This session sets the stage for the rest of the program by providing a broad perspective on various important aspects of industry disruption.
Session 2 – Media Platforms and Competitive Advantage Next we will analyze stories of success and challenges faced by digital media platforms. Besides general principles applicable to all transaction platforms, we will also dive deeper into specific technology platforms (e.g. search or social media) that challenge traditional media ecosystems. We seek to understand what their lasting impact on various media sectors will be.
Session 3 – Content Strategies 1: B2C This session analyzes industries in consumer media (books, music, film and consumer news). We will identify key aspects of consumption that drive content strategies and see how these have changed with the rise of the Internet. While many content providers – especially newspapers – have been severely hit by the rise of digital media, some – like The Economist – managed to adapt successfully to the new environment.
Session 4 – Corporate structures and Media M&A Media M&A is in vogue again. What might explain this new wave of mergers and which of them create value for shareholders? We will review a number of cases, with a somewhat deeper dive in one particular case: Peterson Publishing.
Session 5 – Content Strategies 2: B2B This session analyzes business strategies in B2B media, i.e. the information services sector. We will study in detail the case of Bloomberg, one of the most successful data service providers to the financial sector. Today, even Bloomberg is challenged by new digital technologies. What are the company’s chances of survival and what can other B2B media firms learn from its strategies?
Session 6 –Leading Change and Innovation In the digital era change is imperative for all businesses. We will finish the program by looking at how to manage change in media businesses and how to change ahead of the competition.
Who should attend
The program is designed for upper- and senior-level executives in the media and technology industries whose responsibilities include developing a holistic perspective to drive the strategies for their teams and organizations. The program is equally relevant for marketing, finance and operations executives in various media and technology industries.