Media performance: From the perspective of the comparative advantage theory of competition

Abstract

The media industry is creative exciting and innovative. It is changing under the influence of new technologies market conditions and regulations. These changes are reshaping the industry and its business models and also business performance. For this reason the usability of management and organisation theories as well as marketing theories for performance evaluation in the media industry can also be discussed. Studies in the field of media economy business and management started in the 1990s and have increased rapidly in recent years. In recent years communication researchers have benefited from economics and business literature on the one hand and researchers working in the fields of economics and business sciences who research industrialised media on the other hand. They work on critical issues such as competition market structure business strategies management and business models market conditions organisational structure and behaviour ownership structure and financial and organisational performance in the media industry. Media companies can provide competitive advantage with the strategic management practices they will implement by closely monitoring the behavioural changes of the competitive market. Competitiveness increases depending on the use of resources and the performance of the firm. The comparative advantage theory of competition (Hunt & Morgan 1995) is also referred to as a resource-based approach/view (RBV) based on the firm's resources and competencies to see competitive advantage. In this chapter the comparative advantage theory of competition can be discussed for media performance evaluation. © 2021 Elsevier B.V. All rights reserved.