ABSTRACT A constant theme in strategic media management literature is the transformational impact that digital media technologies and deregulation have had on shaping media firms’ corporate strategies. Whilst the role of corporate strategy is to encapsulate a firm’s long-term direction and scope of activities, it will also give a strong indication of how the firm will compete and be positioned in an industry. However, the transformative effects of a highly technological media environment have changed our traditional view of how the media industry is defined, and so developing a strategic recipe for competing in an ill-defined industry becomes more challenging. This paper examines a single media firm’s corporate strategy and perimeter and considers this in the context of a changing media industry. The paper takes a practice-led approach by undertaking a longitudinal analysis of a firm’s acquisition and divestment activities in order to understand its corporate perimeter and by implication the industry or industries where it competes. We argue that by exploring a media firm’s corporate strategy and perimeter over time, scholars will not only be able to better understand the dynamics of media practice and strategy, but also gain an insight into the changing nature of the media industry. The paper concludes that the 'five forces framework' on industry structure, profitability and attractiveness remains a relevant form of strategic analysis that can help media management researchers to conceptualize and understand the evolution of media firm corporate perimeter and the industries in which they compete.

中文翻译：

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在不断变化的媒体行业中塑造企业边界

摘要 战略媒体管理文献中一个不变的主题是数字媒体技术和放松管制对塑造媒体公司的企业战略的转型影响。虽然公司战略的作用是概括公司的长期方向和活动范围，但它也将有力地表明公司将如何竞争和在行业中的定位。然而，高科技媒体环境的变革性影响改变了我们对媒体行业定义的传统观点，因此制定在定义不明确的行业中竞争的战略方案变得更具挑战性。本文考察了一家媒体公司的企业战略和边​​界，并在不断变化的媒体行业背景下考虑了这一点。本文采用以实践为导向的方法，对一家公司的收购和撤资活动进行纵向分析，以了解其公司范围并暗示其竞争的一个或多个行业。我们认为，随着时间的推移，通过探索媒体公司的企业战略和边​​界，学者们不仅能够更好地了解媒体实践和战略的动态，而且能够洞察媒体行​​业不断变化的本质。该论文的结论是，关于行业结构、盈利能力和吸引力的“五力框架”仍然是一种相关的战略分析形式，可以帮助媒体管理研究人员概念化和理解媒体公司企业边界及其竞争行业的演变。