Tagged / Media Management

Creating a long term strategy in an uncertain digital environment

Developing organisational strategy in uncertain competitive conditions can be problematic. Dr John Oliver’s (FMC) research into media management tools and scenario planning provides an insight into the problems faced by firms operating in dynamic markets and has been used to create a number of instrument impacts of international reach and significance.

James Gater,a former partner at Bell Pottinger, one of the world’s leading communication consultancies and now a partner at Special Projects Partners Ltd, commented that “The ideas presented in Dr Oliver’s research into ‘Media Management Tools’ used by business executives and his follow-up research into Scenario Planning was used to good effect. Indeed, we developed a Senior Communicators’ Development Programme in which he personally briefed senior Middle Eastern clients. Of particular note, I personally conducted scenario planning exercises, based directly Dr Oliver’s approach, with a diverse range of clients helping them see how their communications functions may need to adapt to future strategic challenges. These have included several government organisations (in South Africa, Kuwait, Saudi Arabia and the UAE), a political party in Pakistan and an agribusiness in Liberia amongst others”.

Dr Oliver leads the Advances in Media Management research group, a cross faculty cluster that seeks to advance knowledge and create economic and societal impact.

Shaping Media Policy and Regulation

Following a business engagement event on Digital Strategy and Business Transformation and subsequent publications in academic and practitioner journals, Dr Oliver’s work on the strategic digital transformations of the UKs Creative Industries and media firms has been credited with shaping Ofcom’s media policy and regulation. Ofcom recently commented that his research into the how Sky Plc had managed the digital transition over the past twenty years provided them with a unique insight into Sky’s strategic approach, and it enabled them to “think differently about their ‘growth strategy’ and diversification into new markets such as broadband, fixed and mobile telephony”. Ofcom concluded that Sky had in fact contributed to increased levels of competition in those sectors.

Ofcom also confirmed that the research had helped them to consider their remit as a communications regulator and the potential areas where they could use their expertise in the future, most notably in terms of the potential future regulation of the internet.

Dr Oliver’s research – ‘Strategic Transformations in the Media’ can be found on BRIAN.

Creating Impact on Business Practice and Strategy

The future of YouTube was a co-created research project between Emma Parrett, Strategic Partnerships Director at OMD UK and Dr John Oliver (FMC). OMD are a strategic communications and planning agency that employs over 8,500 people in more than 120 offices globally and are the most awarded agency network in the world.

One of OMDs clients are YouTube and the challenge they faced was how to develop long-term market insight and strategic solutions in a rapidly changing media environment.The project combined imaginative and systematic thinking in a way that provided a unique insight into future media environments and how YouTube could compete using multiple strategic options.

The impact of the project and the scenario planning methodology has influenced OMD’s business practices in a number of ways. They believe that their media planning team were better able to make sense of often conflicting macro-environmental trends and are now able to find more advanced strategic insight. Additional positive outcomes were evidenced by increased usage of scenario planning, as well as staff and client understanding of a methodology which they ultimately regarded as a way of obtaining strategic solutions in a rapidly changing business environment.

Dr Oliver commented that the benefits of academics working with industry professionals to create knowledge and instrumental impact on business practices has been evidenced in this project. ​

Furthermore, the YouTube project has been written up and published in both industry and academic journals and the level of publisher downloads has run into the thousands.

The article can be accessed at: https://authors.elsevier.com/a/1Wbaj1lnoC6sq

It was like an asteroid strike!

Alan Rusbridger, the former Editor of The Guardian, recently gave an insightful talk to Fellows at the Reuters Institute for the Study of Journalism (University of Oxford). He described the impact of digitalisation and new media technologies on the Publishing Industry as “an asteroid strike” that had decimated organisational business models, value chains, profitability and employment levels.

Dr John Oliver (FMC) attended the event and commented that whilst the UK Publishing Industry continues to adapt and undergo structural change, the industry had in fact outperformed all other UK Creative Industries between 1997-2014.

Whilst the industry had seen the workforce contract from 308,500 in 1997 to 225,000 in 2014, the structural adaption of human resources has produced a positive effect on industry performance, with the Gross Value Added per employee by increasing from £20,554 to £45,244 (+120%) over the same period.

A copy of the paper can be found on BRIAN.

(https://brian.bournemouth.ac.uk/viewobject.html?cid=1&id=212682)
Oliver JJ. (2017). Exploring industry level capabilities in the UK Creative Industries. Creative Industries Journal, 10(1):75-88

Doctoral Summer School – hard work and fun!

The European Media Management Association Doctoral Summer School is a bi-annual event that has previously been run by institutions in Germany, Spain, Sweden, Portugal and Zurich. This year the Advances in Media Management (AiMM) research group hosted an international group of doctoral students at BU.

Dr John Oliver, Associate Professor of Media Management, said that “our aim was to create a community of learning where doctoral students, media industry professionals, BU faculty and professional services staff fused media management theory and practice to define the next generation of media management challenges”.

On the social side, delegates were given a Dorset cider tasting experience, an opportunity to see the grave site of Mary Shelley (author of Frankenstein) and a Gala Dinner in The Library of the Miramar Hotel in Bournemouth.

Dr Oliver would also like to thank the Doctoral College for their support and those members of the AiMM team that helped plan and deliver what can only be considered to be an “excellent event” that has contributed to BUs international profile and reputation. Many thanks to: Dr Joyce Costello, Dr Chris Chapleo, Melanie Gray, Graham Goode, Maria Musarskaya, Muridzo Searchmore and Conor O’Kane.

Global Traction in the USA!

New York is the world’s media capital and it is no surprise that American academic institutions dominate the field of Media Management. Fordham University in New York extended an invitation to me as a Visiting Scholar, and as a Santander Universities Network partner, the process of engaging with them was straight forward.

My application to the Santander Mobility Scheme had 3 primary objectives which fused research, education and professional practice. During my visit to the USA, I taught on Fordham’s MSc Media Management programme, had discussions with leading media management scholars and the Editor of The International Journal on Media Management.
I also met with the Managing Director of the Boston Consulting Group to discuss the metrics that are used to measure the level of innovation in firms, as well as their the chronic under performance. I also had a meeting with the Editor of Strategy & Leadership to discuss developing a ‘Masterclass’ paper on Scenario Planning and how best to encourage Early Career Researchers to write for the journal.

All of this activity aims to develop a number of fusion based outputs and impacts into the near and medium term future. Overall, it was a great trip and many thanks to the Santander Staff Mobility Scheme!

The impact of strategic transformation on employee productivity

A strategic commentary on the interconnected areas of corporate strategy and employee performance are discussed in the latest issue of Strategic HR Review. The paper provides a longitudinal analysis of how two firms adapted, reconfigured and transformed their businesses to meet the demands of an operating environment characterized by inexorable changes in digital technologies. It presents data and conclusions on how the management of “human resources” had delivered different employee productivity outcomes over the long term.

50 FREE downloads are available at: https://doi.org/10.1108/SHR-10-2017-0069

YouTube: a look into the future

The future of YouTube is focus of a new co-created paper by Dr John Oliver (FMC) and Emma Parrett, Strategic Partnerships Director at OMD UK. Published in the US based journal, Business Horizons, the paper presents theoretical and empirical findings on how Scenario Planning was used to enable media executives to strategize and prepare YouTube for multiple futures, with multiple strategies.

The paper combines imaginative and systematic thinking in a way that provides a unique insight into future media environments and how YouTube could compete in each scenario.
Dr Oliver commented that “this co-created paper illustrates the benefits of academics working with industry professionals to create knowledge and impact with multiple stakeholders”.

The full article can accessed from: https://authors.elsevier.com/a/1Wbaj1lnoC6sq

Re-elected to the Board!

Dr John Oliver, from the Advances in Media Management research cluster (FMC/FoM) has been re-elected to the European Media Management Association Board. Following his election at the association’s recent Annual General Assembly in Ghent, Belgium, Dr Oliver will now serve a 3rd term on the board and be responsible for the Doctoral Summer School in 2018.

AiMM Awarded Doctoral Summer School!

The Advances in Media Management (AiMM) research cluster have been awarded the European Media Management Association’s Doctoral Summer School 2018.

AiMM is a cross faculty research collaboration between the Faculty of Media & Communications and the Faculty of Management and this award follows on from AiMMs success in hosting the association’s annual conference at BU in 2013.The Doctoral Summer School will be held at BU between the 2-4th July 2018 and is targeted at PhD students at all stages of their research, as well as early-stage post-docs.

Congratulations go to the bid team: Dr John Oliver, Dr Chris Chapleo, Dr Joyce Costello, Graham Goode, Melanie Gray and Conor O’Kane.

AiMM achieves a notable success!

Researchers from the Advances in Media Management (AiMM) research cluster have had 8 Abstracts (a 100% success rate) accepted for the forthcoming European Media Management Association conference in Belgium. This was a notable success for the group, bearing in mind that the rejection rate for all conference submissions was 24%. AiMM put their success down to research mentoring and introducing an internal peer review system within the group.

Congratulations go to: Dr Chris Chapleo (Media Branding), Dr Joyce Costello (CSR Practices in Media Firms), Dr Mona Sayed Esfahani (Media Branding); Graham Goode (Brand Orientation in Media Companies); Conor O’Kane (The Media Economics of Privacy); Dr John Oliver (Digital Media Transformations).

ESRC Festival of Social Sciences

Dr John Oliver, from the Advances in Media Management research cluster, recently delivered a keynote lecture at the Open Innovation Design Jam competition at the University of Glasgow. The event formed part of the ESRC’s Festival of Social Science programme of activities that ran from 5th-12th November across the UK.

The Design Jam also involved a number of short, intensive brainstorming sessions in which teams developed innovative solutions to challenges. This event was an opportunity for innovators and businesses to explore open, collective and user-led innovation.
Dr Oliver’s talk on media innovation strategies presented empirical data on how the innovation practices of UK media firms had transformed firm capabilities and corporate financial performance.

Everything has to be excellent!

In 2015, I was awarded a prestigious Visiting Fellowship at the University of Oxford- Reuters Institute for the Study of Journalism (RISJ). The next question was how do I fund such an initiative? Having looked at the various Fusion Investment Fund strands, the Santander Scheme appeared to be the most appropriate since it provides BU staff with travel and subsistence funds to support individual staff mobility and networking in the development of research, education and or professional practice.

During the fellowship period I conducted British Academy/Leverhulme funded research into the successful digital transformations of media firms. This work integrated three primary areas: business models, organisational strategy and dynamic capabilities in a longitudinal analysis (1995-2015).

Being able to conduct this research at one of the world’s greatest institutions has been an incredible experience. Whilst I have undertaken small project work with the RISJ over the past few years, there was a world of difference in living and working at the University. Academic work at the University of Oxford is a ‘lifestyle’ and one based on the pursuit of academic excellence. The work doesn’t stop at 5pm as there are numerous talks and lectures by distinguished people every night of the week!

The RISJ is a part of Green Templeton College which is a postgraduate college whose provision centres on health and management disciplines. At first, one might think that this is a strange combination, but their researchers were able to help with me some innovative work that I’m currently doing with the Boston Consulting Group in New York.

Perhaps the most striking aspect of my stay was the university’s focus on conducting research that aims to produce both conceptual and instrumental impact (vanity based research is clearly not on their radar). There is also a real ‘simplicity’ about the University of Oxford. You can see it everywhere, from the clean toilets, the pristine gardens, the student dress codes and the quality of their research. That ‘simplicity’ can be summed by saying that “everything they do has to be excellent!”

 

Dr John Oliver

Associate Professor of Media Management

Faculty of Media & Communication

What’s So Special about Teaching Media Management?

BU academics  Dr Chris Chapleo and Ms Marketa Zezulkova, from the Advances in Media Management research cluster,  talk about the importance of teaching media management education along with leading media management educators and researchers from across Europe.

Cut and paste this link into your browser to find out more. https://www.youtube.com/watch?v=7HRj5qUmKT0

AiMM Research Series

The Advances in Media Management (AiMM) research group continue their series of research presentations on Wednesday 30th October between 1-2pm (CG09). Dr John Oliver will present the findings of his research into how media organisations BSkyB and ITV have adapted to the New Media Environment. 

Researchers interested in areas such as new media,organisational adaptation and dynamic capabilities will find this presentation of particular interest.