Catalan Broadcasting Corporation (CCMA): The digital challenge

Xavier Busquets Carretero, Claudia Loebbecke, Joan Ramon Mallart Coch

Producció científica: Estudi de cas

Resum

This is a case about the strategic management of innovation within a TV broadcaster, Corporacio Catalana de Mitjans Audivisuals (in English, Catalan Corporation of Audiovisual Media, or 'CCMA'). The case focuses on project selection and the underlying structure for innovation, in particular, strategic and structural fit in a totally new context shaped by digitalization. The case describes CCMA's history and evolution, the Spanish TV market, new digitalization trends and CCMA's structure, describing a new unit, and the Catalan Corporation Interactive TV (CCRTVi). The case focuses on this new unit's proposal to sell branded netbooks. It is intentionally written from the CCRTVi perspective, from the 'innovators' perspective. Students are asked to put themselves in Santiago Miralles's shoes (Managing Director of CCRTVi) to come up with the right arguments to convince the company to sell these mini computers. Students will have to explore the rationale behind the project and, consequently, analyze the strategic and structural fit of CCMA within the new digital context as well as address the relationship dynamics between CCRTVi and the rest of the organization.
Idioma originalAnglès
Estat de la publicacióPublicada - 1 de juny 2010

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