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book-part11

CHAPTER 12

The Changing Media Value Chain

This “telephone” has too many shortcomings to be seriously considered as a means of communication. the device is inherently of no value to us.

western union Internal Memo, 1876 (the company subsequently declined to Purchase the new Invention for $100,000)

CONTENTS

Chapter Objectives

Introduction

New Markets, New Models, New WWWorld

The Digital Value Chain

The Changing Value Chain

A Day in the Life of Richard Conlon

Disruptive Innovations

Industry Responds to the Technological Challenge: Value Chain Systems

Summary

What’s Ahead

Case Study 12.1 A Case of “B and C”

References

CHAPTER OBJECTIVES

The objective of this chapter is to provide you with information about:

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