Any examination of the strategic alternatives available to organisations within the media industry must first define the boundaries and characteristics of the firms which make up the industry and then seek to explain not only what qualifies them to be categorised within the industry, but also their degrees of differentiation. Following the work of Robert Pitkethly1 (see below), the market is represented by concentric rings: the outermost ring represents the common strategic environment for all businesses, the central ring the industry factors which affects the media industry and the innermost ring the media organisation under analysis.
KeywordsMedia Company Media Industry Regional Newspaper National Newspaper Commercial Television
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