T h e ab ility to c o n s ta n tly as s e s s and e v a lu a te the p r o d u c t p e rm it te d the o n lin e m a n a g e r s to ta ke stra te g ic, c o rr e c tiv e a ction. V is io n b e c a m e a n atu ra l, in te g ra l p a rt o f m a n a g i n g, e n a b lin g m a n a g e r s to “ w in to m o r r o w to d a y ” ( B r o w n & E is e n h a r d t, 1998, pp. T h e T im e s o n li n e m a n a g e m e n t te am u sed the f e e d b a c k to b ra i n s to r m p r o d u c t p o s s ib ilitie s a n d c o n ti n u a ll y e x p lo r e the o n line m e d i u m ’s p o te n tia l to se r v e r e a d e r an d a d v e rt is e r interests.
T h is to ol e n a b le d T im e s m a n a g e r s to g e n e ra t e data an d s e r v e d as a d y n a m i c s o u r c e o f c o n s t a n t f e e d b a c k, w h ic h m o s t op en s y s te m s h a v e in c o m m o n (K a tz & K a h n, 1978). R e q u iri n g u se rs to e le c tro n ic a lly r e g i s ter a ll o w e d the o rg a n i z a ti o n to c reate a c o n ti n u o u s flow o f in f o r m a t io n a b o u t u s e r ha bits, in te rests, an d w a n ts, c re a t in g an in s ta n t re s e a rc h an d d e v e l o p m e n t ( R & D ) too l ( N e w m a n, 2 0 0 2 ). R e c a ll the illustra tion o f T h e N e w Y o rk T im e s o n lin e o p e ra tio n.
#Flic ingn 6.3 ef pro
M a n a g e r s m u st acq u ire o r d ev e lo p stru ctures and pro cesses to in itiate an d fo s te r v is io n (S y lv ie & W it h e r s p o o n, 2 0 0 2 ). M a n a g e r s c re a te v is io n s not o u t o f thin air, b u t th r o u g h m e t h o d ic a l ly th in k in g a b o u t the future and e valu a tin g the w a n ts and need s o f the o rg a n i z a ti o n ’s client g ro u p s (N a n u s, 1992). N o r is it the s a m e as se e in g the fu ture e v e n the m e d ia o p e r a t io n s th at u sed v id e o t e x t in th e 1980s w e re p ro b a b l y u n a w a r e th e y w e re w o r k in g o n the f o r e r u n n e r o f the Internet. T h is is n o t th e s a m e as stra te g y o r the v i s i o n a r y ’s too l o r p lan fo r e x e c u t in g the v isio n. O f b u s i n e s s / p r o d u c t o b je c t iv e s a n d “ define th e ir b u s i n e s s ’ id en tity w ith in w h a t e v e r fu tu re c o m e s ” ( B r o w n & E is e n h a r d t, 1998, p. Media Management A Casebook Approach Jan LeBlanc Wlci The global structure of media organizations -īudgeting and decision making.
0 kommentar(er)
