Managing Media Firms: case studies of practice-led research, actionable knowledge and instrumental impact.

Abstract

Digital technologies have disrupted and transformed the way many media firms have managed their business over the past two decades. The overarching theme of this discussion is the practice-led study of the management of media firms and how research findings can lead to actionable knowledge, instrumental validity and instrumental impact. Two crucial questions have underpinned the research strategy which will now be presented as cases studies, that is: how have media firms managed the digital transition?; and how can long-term media strategy be developed in an uncertain business environment? These questions were investigated using a practice-led research approach where the media practice context helped to advance knowledge ‘about’ practice and ‘within’ practice to produce actionable knowledge, implementable validity and instrumental impact with stakeholders.