Strategization in media enterprises: Principles and preliminary stages
https://doi.org/10.35854/1998-1627-2024-11-1344-1351
Abstract
Aim. The article aims to formulate the prerequisites for the successful implementation of strategization in media enterprises.
Objectives. The work outlines general approaches to strategic management in modern conditions, substantiates the key principles for developing strategies tailored to media enterprises, and proposes a set of actions for the preliminary stages of developing a media enterprise strategy.
Methods. The research employs a systems approach, literature analysis, and the principles of historicism and industry-specific management of strategic development.
Results. The work established that the key principles of developing a system of media enterprise strategies include the principle of subordination which implies a hierarchy of the enterprise’s strategies, the principle of variability which implies the possibility of several alternative options for the direction of the enterprise’s development at each management level, the principle of interdependence which consists in the fact that the enterprise’s strategies represent an integral whole which parts differ in the level and direction of concretization of the basic direction of the highest order.
Conclusions. Either goal setting or analysis as the primary stage is typical for different stages of the enterprise’s life cycle. Their order is chosen according to the situation. At the stage of formation of a media enterprise, it is advisable to conduct analysis first, and goal setting should be performed at subsequent stages of its life cycle. At the same time, such a sequence does not affect the content of these stages.
About the Authors
V. A. Plotnikov
St. Petersburg State University of Economics; St. Petersburg University of Management Technologies and Economics
Russian Federation
Competing Interests:
Russian Federation
Vladimir A. Plotnikov - D.Sc. in Economics, Professor, Professor at the Department of General Economic Theory and the History of Economic Thought; chief researcher
21 Sadovaya st., St. Petersburg 191023
44a Lermontovskiy Ave., St. Petersburg 190020
Competing Interests:
the authors declare no conflict of interest
related to the publication of this article
O. A. Shamina
St. Petersburg University
Russian Federation
Competing Interests:
Russian Federation
Olga A. Shamina - PhD in Economics, Associate Professor at the Department of Mass Communications Management
7–9 Universitetskaya emb., St Petersburg 199034
Competing Interests:
the authors declare no conflict of interest
related to the publication of this article
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Review
For citations:
Plotnikov V.A., Shamina O.A. Strategization in media enterprises: Principles and preliminary stages. Economics and Management. 2024;30(11):1344-1351. (In Russ.) https://doi.org/10.35854/1998-1627-2024-11-1344-1351
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