The aim of master thesis is to create and adapt for Lithuanian case a theoretical conception that lets mass media companies to internationalize their activities. It is based on the analysis of Lithuanian and foreign authors’ methodological and methodical literature and the results of empirical research. Master thesis consists of the extensive analysis of Lithuanian mass media market, covering internationalization and concentration level, financial situation, problems and trends of the market. Furthermore a study was done to determine potential markets of expansion for Lithuanian mass media companies and a survey, which shows how consumers react to media outlets from different countries. Thesis consists of 8 parts: introduction, internationalization as a key in expansion of mass media business, theoretical study of internationalization process in expanding mass media business, methodology of empirical research, empirical research on the internationalization of mass media companies in the international context, possibilities for mass media companies to go through internationalization process, conclusions, references. Thesis consists of: 81 p. text without appendixes, 11 tables, 11 pictures and 64 bibliographical entries. Appendixes included. / Magistrinio darbo tikslas - sukurti ir pritaikyti Lietuvos atvejui teorinę koncpeciją, kuri leidžia žiniasklaidos bendrovei internacionalizuoti savo veiklą. Koncepcija yra paremta lietuvių ir užsienio autorių metodologinės ir metodinės medžiagos analize bei atliktų empirinių tyrimų duomenimis. Darbe buvo atlikta išsami Lietuvos žiniasklaidos rinkos analizė, apimanti internacionalizacijos ir koncentracijos lygius, finansinę situaciją, rinkos problemas ir tendencijas. Taip pat buvo atlikta studija, siekiant nustatyti potencialas rinkas plėtrai Lietuvos bendrovėms bei apklausa, kuri parodo, kaip skirtingai vartotojai reaguoja į žiniasklaidos bendrovės kapitalo kilmę. Darbą sudaro 8 dalys: įvadas, internacionalizacija kaip esminė grandis žiniasklaidos verslo plėtrai, teorinė internacionalizacijos procesų plečiant žiniasklaidos verslą studija, empirinių tyrimų metodologija, žiniasklaidos verslo internacionalizacijos tarptautiniame kontekste empiriniai tyrimai, žiniasklaidos verslo galimybės įgyvendinti internacionalizaciją, išvados, naudoti informacijos pasiūlymai. Darbo apimtis: 81 psl. teksto be priedų, įskaitant 11 lentelių ir 11 paveikslų, 64 informacijos šaltiniai. Atskirai pridedami darbo priedai.

The diploma thesis The publishing house Axel Springer and its transformation into a digital house focuses on the gradual transformation of a the German publishing house Axel Springer from a traditional publisher of printed media into the digital house it is today. The thesis analyzes its business activities and offers a periodized overview of the house's dominant business strategies from the moment it was established in 1946 to 2014. Simultaneously, the thesis presents the chronological development of the house's product portfolio. It is this record of the house's historical and current portfolio which discovers not only the changes in the structure of revenues, but also the house's shift from its original object of enterprise. In the case of Axel Springer, the transformation is characterized with a transfer of the principles of media enterprise into the digital environment - within which the focus was broadened from media projects to non-media projects as well. Economically speaking, this strategy has been successful, as in 2014 the house generated more than 70% of its overall profit (EBITDA) from its digital activities. At the same time the thesis proves in a critical manner that the digital transformation of Axel Springer is not a result of successful digital transformation of the way the...

The same digital forces that are changing the Communications, Information, Media and Entertainment industries in general are radically changing newspaper companies in particular by changing their value chain. Newspapers are seeing their dominance erode when Internet and digitization are fundamentally changing and disrupting their traditional business models.  There is a clear collectively decline in news consumption, and with that the news organizations’ roles in society are changing. Moreover, the reduced consumption of news puts pressure on the newspaper’s economy with shrinking revenues and increasing costs. The transformation of the newspaper into a purely digital business has been in progress under the past decade and it is rapidly accelerating.   The subscribers of the printed morning newspaper have historically been characterized by a high degree of loyalty and engagement as well as a low price sensitivity. They constitute an attractive group for the newspaper to keep as digital subscribers in a possible future situation where the printed newspaper no longer can be provided.  Thus, the purpose of this study is to find out to what extent the studied newspaper company can rely on the existing print subscribers to stay as digital subscribers and count them as a stable resource, that is as a part of the future digital subscription revenues.

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Digitalization is more than ever the top topic in economics, science and societal developments. Infrastructures and competencies are at the forefront of many debates. The question of which industry is or will be affected by digitization next and to what extent is not only driving executives around. While information technology innovations were something for so-called ‘(hyper-)nerds’ until recently, it has become an everyday item. We seem to have embarked on permanent change. But where does the journey actually go? Are large amounts of data a threat or an opportunity? Can we even process them or do we need fundamentally changed tools and methods - such as Visual Analytics, Virtual Reconstruction, Virtual Engineering? The 22nd GeNeMe has taken up these issues and will present them in various discussions. [... from the introduction]

Denna uppsats behandlar frilansare i mediebranschen. Studien syftar till att bidra till den redan existerande förståelsen för hur mediebranschen ser ut idag, men också för att öka förståelsen för hur frilansare marknadsför sig via sociala medier. Genom kvalitativa intervjuer med frilansare har sociala medier som marknadsföringsverktyg undersökts. Resultatet beskriver vilka sociala medier som används av de frilansande intervjupersonerna men också hur mediebranschen i dess kontext ser ut idag, vilken betydelse kontakter har samt betydelse av ett personligt varumärke. Med en abduktiv ansats har det insamlade materialet analyserats genom ett växelspel mellan empiri och teori. Slutsatsen att dra är att sociala medier är ett nödvändigt marknadsföringsverktyg för att nå ut med det personliga varumärket, för att visa att du som frilansare finns bland dina kontakter men också för potentiella uppdragsgivare. Kontakter har också en viktig betydelse för frilansare i mediebranschen men kan kompletteras med marknadsföring på sociala medier då sociala medier kan hjälpa till med att få ut det egna personliga varumärket i branschen, vilket är viktigt för en frilansares professionella framgång. / How freelancers in the media business use social media as a marketing toolThis paper is about freelancers in the media industry. The study aims to contribute with information to the already existing understanding of how the media industry looks today, but also to increase the understanding of how freelancers use social media within their marketing. The use of the social media as a marketing tool has been studied through qualitative interviews with freelancers. The result describes which social medias are used by the freelancing respondents, but also how the context of the media industry looks today. It also enlightens the importance of social contacts for the freelancers and the meaning of self-branding. The collected material has been analyzed through an abductive approach, which means that an interaction between empirical data and theory-based information has been done. The conclusion of this study shows that social media is a necessary tool for the freelancers to succeed with their self-branding, not only to be noticed by your own contacts, but for the potential clients as well. The importance of contacts also has a big role for freelancers in the media industry, but in the lack of it, it can be supplemented with social media marketing since social media can help you with your self-branding, which is important for the professional success of a freelancer.

Virtuelle Unternehmen, welche die Ressourcen verschiedener selbständiger Leistungsanbieter in einer zeitlich befristeten, hybriden Organisationsstruktur bündeln, sehen sich der Herausforderung gegenüber, heterogene Kommunikations- und Anwendungssysteme zu integrieren und die von einzelnen Teilnehmern benötigten Informationen zur Verfügung zu stellen. Vor dem Hintergrund zunehmender Komplexität von Wertschöpfungsarchitekturen hat vor allem die Bedeutung von Informationen über Informationsressourcen und den Zugriff auf sie zugenommen. Ein geeignetes Anwendungssystem zur strukturierten Verknüpfung und Bereitstellung solcher Informationen ist ein sog. Business Repository.

The domains of Business Intelligence (BI) and social media have meanwhile become significant research fields. While BI aims at supporting an organization’s decisions by providing relevant analytical data, social media is an emerging source of personal and individual knowledge, opinion, and attitudes of stakeholders. For a while, a convergence of the two domains can be observed in real-world implementations and research, resulting in concepts like social BI. Many research questions still remain open – or even worse – are not yet formulated. Therefore, the paper aims at articulating a research agenda for social BI. By means of a literature review we systematically explored previous work and developed a framework. It contrasts social media characteristics with BI design areas and is used to derive the social BI research agenda. Our results show that the integration of social media (data) into a BI system has impact on almost all BI design objects.