Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues

Doyle, Gillian

doi:10.1007/978-3-319-18236-0_4

Cited by 10 publications

(5 citation statements)

References 19 publications

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“…[23] Cross-border product diversification indicating exploration primarily but not exclusively occurs via brand applications. These results support research on media brand management that describe internationalisation as a brand extension (Doyle, 2015). Complementarily, media companies explore on the level of distribution: They invest in technological innovation and distribution technologies, trying to expand their ability to transmit and thus scale their brands.…”

Section: Pruning In Publishing: Re-focusing On a Scalable Businesssupporting

confidence: 75%

Patterns of structural and sequential ambidexterity in cross-border media management

Nölleke-Przybylski

Rimscha

Möller

et al. 2019

Journal of Media Business Studies

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Organisational ambidexteritythe ability of a company to successfully link exploitation and explorationis a fruitful approach for cross-border management. It is a crucial concept for media companies that, because of the dual (cultural and economic) character of their products, need to reconcile strategies of mere expansion with local customisation when engaging across borders. Drawing on semistructured interviews with international media managers, this article captures patterns of ambidextrous strategising and organising in cross-border media activities. The article focuses on digitisation, which has altered the opportunities for balancing exploration and exploitation in internationalisation. The analysis reveals how, in this context, exploitation takes centre stage and how patterns of ambidexterity differ significantly depending on the media type and the background of the company.

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Section: Pruning In Publishing: Re-focusing On a Scalable Businesssupporting

confidence: 75%

Patterns of structural and sequential ambidexterity in cross-border media management

Nölleke-Przybylski

Rimscha

Möller

et al. 2019

Journal of Media Business Studies

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“…smartphones and tablet PCs) attracting a lively gamer subculture, the retro gamers (Suominen, 2007. Research questions to be considered could include identification, repeat and binge viewing (see McDowell, 2015), and cross platform behavior (see contributions by Doyle, 2015 andShay, 2015). Different kinds of media brands on various levels, such as the media company itself like Disney, the movie as an own brand (e.g.…”

Section: Limitations and Further Researchmentioning

confidence: 99%

Research Note: Nostalgia as the Future for Branding Entertainment Media? The Consumption of Personal and Historical Nostalgic Films and Its Effects

Natterer

2015

Handbook of Media Branding

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Nostalgia is increasingly and successfully used as a means to brand entertainment media. However, there is a significant gap in empirical investigations which consider the effects of different types of nostalgic responses to films. Hence, the contribution of this chapter lies first in answering the question of which films evoke which type of nostalgia in media recipients. In our investigation of 41 movies released between 2010 and 2013 we found that not only wellknown and old, but also relatively unknown and very recent film stimuli are capable of evoking personal and/or historical nostalgia. Secondly, our main studies (n ¼ 217) reveal that personal and historical nostalgia through films have significant positive effects on attitudes towards the media brand, buying intentions, affective response, and mood. The results of our study help to apply both kinds of nostalgia to media branding to gain competitive advantages in times of digitalization, saturated media markets, and media crises.

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“…Kao brend arhitekture medija, često se govori i o ličnim brendovima novinara (Molyneux, Lewis & Holton, 2018) takozvanim media like brendovima, kao što je lični brend influensera (Chan-Olmsted & Wang, 2020). U literaturi, ima dominantan fokus na velike medijske kuće, strategija ekstenzije brenda je najčešće analizirana, u kontekstu širenja korporativnog brenda ili brenda medijskog kanala na nove kanale i sadržaje, ili na inostrana tržišta (Doyle, 2006(Doyle, , 2015Tarkiainen et al, 2008;Habann et al, 2008). Strategije cross-media ekstenzije brenda kao i ekstenzije brenda su neki od načina osnaživanja medija i korišćenja identifikovanih tržišnih šansi, kako u oblasti i distribucije medijskih sadržaja tako u oblasti diversifikovane ekstenzije brenda.…”

Section: Specifičnosti Upravljanja Medijskim Brendovimaunclassified

Media brands and the sustainability of local media in Serbia

Mitić¹,

Ognjanov²

2022

Marketing

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This paper presents an analysis of media business models based on brand development and its implementation by the local media outlets in Serbia. The main purpose is to better understand the development of media brands and the importance of media branding while identifying further directions for media sustainability in the dynamic and fast-changing competitive environment. The aim of the paper is to shed light on the specifics of media brands, media brand architecture, and brand strategies, as well as on the main trends in the industry. We base our analysis on the premise that the development and adequate management of media brands make an important driver of media sustainability. Thus, we propose relevant guidelines for media brand management for assuring media sustainability. The results of descriptive, qualitative research of 16 local media in Serbia are presented in the empirical part of the paper. In the discussion we argue that despite many limitations they have been facing on Serbian media market the observed media outlets with just one exception have recognized the importance of branding and have by now focused primarily on use of various extension brand strategies for sustainable business development.

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Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues

Cited by 10 publications

References 19 publications

Patterns of structural and sequential ambidexterity in cross-border media management

Patterns of structural and sequential ambidexterity in cross-border media management

Research Note: Nostalgia as the Future for Branding Entertainment Media? The Consumption of Personal and Historical Nostalgic Films and Its Effects

Media brands and the sustainability of local media in Serbia

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