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Exploring the link between culture and strategy in media organisations: the cases of the BBC and CNN
| In: The International Journal on Media Management, Volume 2, No. 2, 2000 |
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Keywords:
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Culture
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Strategic Management
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Parent document:
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Text type:
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journal paper
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Language:
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English
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Quality:
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double-blind reviewed
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Authors:
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Kueng, Lucy
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| Abstract: |
This paper describes research into the influence of corporate culture on the achievement of strategic goals in media organisations conducted at two leading international broadcasters - the BBC and CNN. A methodology based on Schein's (1992) model of organisation culture is used to uncover senior managers' unconscious assumptions concerning organisation mission, perceptions of the competitive environment and acceptable strategic responses. The extent to which these cultural beliefs support each organisation's respective strategic goals is assessed and tensions between strategy and culture identified. The research concludes that the culture of broadcasting organisations exerts a significant influence on strategic processes and priorities in that it governs perceptions of environmental developments and the appropriateness of strategic responses to those developments and determines levels of organisational commitment to achieving those responses. Culture can therefore act as a powerful restraint to strategic plans. At the same time there is evidence that culture is also a valuable strategic asset for media organisations in that it holds the key to intrinsic motivation and creativity.
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| Citation: |
Kueng, Lucy(2000): Exploring the link between culture and strategy in media organisations: the cases of the BBC and CNN, in:The International Journal on Media Management, Volume 2, No. 2, 2000, http://www.mediajournal.org/modules/pub/view.php/mediajournal-56, [07/25/2008]
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| Full text download: |
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