Preliminary communication
ENTREPRENEURSHIP IN THE POSTMODERN: VERTICALLY INTEGRATED MEDIA CORPORATIONS AND ENTREPRENEURSHIP OF THE 21ST CENTURY
Joško Lozić
orcid.org/0000-0003-2742-0171
; Tehničko veleučilište, Zagreb, Hrvatska
Abstract
The aim of this paper is to point out the changes brought by the postmodern in economic activities, business strategy and entrepreneurship in general, which directly left their tra¬ces in all social movements. Enterprise development, such as organized capitalist produ¬ction, is associated with the beginnings of modernity. The industrial revolution, and even more so the economic thought revolution recorded in Adam Smith’s liberalism, set up the base of division of labor and mass production of goods. Postmodern will lay the ground for the production of goods and services that will have significantly greater added value than goods which are produced for the storage and distribution through modern distribu¬tion channels. The media industry has made most progress in erasing the solid bounda¬ries between goods as physical product and its non-material forms and values. Entrepre-neurship of media industries, media corporations, and individuals within the media teams working on fundamental research, but also on the operational development of content and the physical product media industry, has shifted the boundaries set by the manche¬sterisation entrepreneurs and their followers in subsequent periods. Entrepreneurship has received a new framework in which it should be seen, as the horizon that it defines has expanded. Vertically integrated cross media corporations have taken the attributes of entrepreneurs who create new product and new industry, and have through digitization implemented convergence of the activities and have taken over the global market. With vertical integration they have achieved the effects of economies of scale which provided them additional funds that invest in basic research, development and education. Created on resource access and continuous development of human resources, the American global media corporations have conquered the global media market. Croatian media industry has not demonstrated sufficient entrepreneurial initiatives in the abandonment of surpa¬ssed business models and the media companies kept organizational forms and business philosophy that were abandoned already at the end of modernity.
Keywords
knowledge economy; the media industry; media corporations; entrepreneurship; postmodern
Hrčak ID:
144514
URI
Publication date:
9.9.2015.
Visits: 1.945 *