Chapter 9

Strategic management

9.1 Summary

Strategic management as presented in this text examines a generic set of management models. By definition, they have application to any organisation or industry. In this chapter, we look at how these strategic management tools and techniques can be of value in considering management issues in the audiovisual industry. Johnson and Scholes1 define strategy as:

the direction and scope of an organisation over the long term: ideally which matches its resources to its changing environment, and in particular its markets, customers or clients as to meet stakeholder expectations.

Strategy is essentially about the big decisions that owners, directors or managers might make; for example:

  • which products to make ...

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