Media and Convergence Management

.

Sandra Diehl • Matthias KarmasinEditors

Media and ConvergenceManagement

EditorsSandra DiehlMatthias KarmasinInstitut f€ur KommunikationswirtschaftAlpen-Adria Universit€at KlagenfurtAustria

ISBN 978-3-642-36162-3 ISBN 978-3-642-36163-0 (eBook)DOI 10.1007/978-3-642-36163-0Springer Heidelberg New York Dordrecht London

Library of Congress Control Number: 2013938408

# Springer-Verlag Berlin Heidelberg 2013This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part ofthe material is concerned, specifically the rights of translation, reprinting, reuse of illustrations,recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission orinformation storage and retrieval, electronic adaptation, computer software, or by similar or dissimilarmethodology now known or hereafter developed. Exempted from this legal reservation are brief excerptsin connection with reviews or scholarly analysis or material supplied specifically for the purpose of beingentered and executed on a computer system, for exclusive use by the purchaser of the work. Duplicationof this publication or parts thereof is permitted only under the provisions of the Copyright Law of thePublisher’s location, in its current version, and permission for use must always be obtained fromSpringer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center.Violations are liable to prosecution under the respective Copyright Law.The use of general descriptive names, registered names, trademarks, service marks, etc. in thispublication does not imply, even in the absence of a specific statement, that such names are exemptfrom the relevant protective laws and regulations and therefore free for general use.While the advice and information in this book are believed to be true and accurate at the date ofpublication, neither the authors nor the editors nor the publisher can accept any legal responsibility forany errors or omissions that may be made. The publisher makes no warranty, express or implied, withrespect to the material contained herein.

Printed on acid-free paper

Springer is part of Springer ScienceþBusiness Media (www.springer.com)

Contents

1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Sandra Diehl and Matthias Karmasin

Part I Convergence and Strategic Management

2 Business Modelling and Convergence . . . . . . . . . . . . . . . . . . . . . . . 9

Veronika Gustafsson and Erich J. Schwarz

3 Managing the Convergence of Industries: Archetypes for Successful

Business Models . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Fredrik Hacklin, David Klang, and Pius Baschera

4 The Internet and the Value Chains of the Media Industry . . . . . . . 37

Thomas Hess and Christian Matt

5 Media Convergence and Convergence Strategies in Human

Resource Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57

Christian Scholz and Stefanie M€uller

6 Convergence and Controlling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

Friederike Wall and Gernot M€odritscher

Part II Convergence and Advertising and Marketing

7 Convergence in Global Markets: The Great Standardization

Versus Localization Debate Is (Finally) Put to Rest . . . . . . . . . . . . 89

Barbara Mueller and Charles R. Taylor

8 A Process for Managing the Re-convergence of Marketing

Functions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107

Edward C. Malthouse

9 Cross-media Advertising: Brand Promotion in an Age of Media

Convergence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117

Hilde Voorveld, Edith Smit, and Peter Neijens

v

10 Managing Brands in a Converging Media Environment . . . . . . . . 135

Tobias Langner, Philipp Brune, and Alexander Fischer

Part III Convergence and Consumer Behavior

11 Convergence and Consumer Behavior . . . . . . . . . . . . . . . . . . . . . . 163

Ralf Terlutter and Martina Moick

12 Media Convergence and Media Multitasking . . . . . . . . . . . . . . . . . 177

Snezhanka Kazakova and Verolien Cauberghe

13 Conceptualizing Audiences in Convergent Media Environments . . . 189

Uwe Hasebrink and Sascha H€olig

Part IV Convergence and Technology

14 The Interplay of Technology Development and Media Convergence:

Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205

Hermann Hellwagner

15 Technology, Convergence, and the Internet of Things . . . . . . . . . . 221

John N. Gathegi

16 Towards a Better Understanding of Mobile Marketing:

Theoretical Construction of Ubiquity . . . . . . . . . . . . . . . . . . . . . . . 233

Shintaro Okazaki and Felipe Mendez

17 Convergence, Crisis and the Digital Music Economy . . . . . . . . . . . 247

Paschal Preston and Jim Rogers

18 Media Development and Convergence in the Music Industry . . . . 261

Carsten Winter

Part V Convergence and Journalism

19 Convergent Journalism—Newsrooms, Routines, Job Profiles

and Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 285

Andy Kaltenbrunner and Klaus Meier

20 The Many Faces of Interactivity in Convergent Media

Environments. Assessing Uses and Effects of Interactivity from a

User and Management Perspective . . . . . . . . . . . . . . . . . . . . . . . . 299

Birgit Stark

vi Contents

21 Convergence and Corporate Social Responsibility: The Need

for Using a Networking Concept for Stakeholder Management . . . 317

Anke Trommershausen

22 Regulating Media Convergence: Supranational and Global

Paradigms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 337

Katharine Sarikakis and Joan Ramon Rodriguez-Amat

Part VI Future Outlook

23 New Competencies for the Future: How Changes and Trends In

Media Convergence Demand New Skills From The Workforce . . . 353

Sandra Diehl, Matthias Karmasin, Andrea Leopold, and Isabell Koinig

Contents vii

.

Author’s information

Pius Baschera (pbaschera@ethz.ch) is a Professor

in the Department of Management, Technology,

and Economics at ETH Zurich. He is the chairman

of Hilti Corporation and the Venture Incubator, a

seed-stage venture capital fund in Switzerland. He

is a member of the Board of Directors of Roche

Group, Schindler Holding, Vorwerk & Co. KG,

and Ardex GmbH. He holds a Ph.D. in manage-

ment and an M.Sc. in mechanical engineering

from ETH Zurich.

Philipp Brune is research assistant and doctoral

candidate at the chair of marketing at the Schumpeter

School of Business and Economics, Bergische Uni-

versity Wuppertal, Germany. He has practical expe-

rience in the media industry from his work at leading

publishers in Germany. His research interests are in

the fields of advertising effectiveness, digital

communications, and creativity.

ix

Verolien Cauberghe is an assistant professor in

communication management at Ghent University,

Belgium. She teaches marketing communication,

corporate communication, and social marketing.

Her research focuses on advertising effects in the

context of new media and social marketing.

Publications of her research were published among

others in Journal of Advertising; Journal of Interac-

tive Marketing; Journal of Business Research;

Cyberpsychology, Behavior, and Social Network-

ing, International Journal of Advertising; and

Accident Analysis & Prevention.

Sandra Diehl is Associate Professor at the

Department of Media and Communications at the

Alpen-Adria University of Klagenfurt, Austria. She

received her Ph.D. and her habilitation in Business

Administration from Saarland University in

Germany. Her research interests include media

and convergence management, international and

intercultural advertising, CSR and health communi-

cation. Sandra Diehl has published in numerous

journals, such as the International Journal of

Advertising, Advances in International Marketing,

Advances in Consumer Research, the International

Marketing Review, and European Advances in

Consumer Research. She has authored and edited

several books, among them Advances in Advertis-

ing Research. She is also board member of the

European Advertising Academy.

Alexander Fischer is junior professor of marketing

at the Schumpeter School of Business and Econom-

ics, Bergische University Wuppertal, Germany. He

received his doctoral degree from the Schumpeter

School of Business and Economics, Bergische Uni-

versity Wuppertal, Germany. His research focuses

on consumer behavior, brand management, and

marketing communications.

x Author’s information

John N. Gathegi is professor at the School of

Information and a courtesy professor in the School

of Mass Communications at the University of South

Florida teaching and researching in the area of

information law and policy, media law, and the

First Amendment. His interests include intellectual

property rights and emerging information

technologies, information security, free speech,

and access to legal information. He earned his

Ph.D. and J.D. degrees from the University of

California at Berkeley, where he was articles editor

on the Berkeley Technology Law Journal.

Dr. Gathegi has practiced law in California, was

previously Director of the School of Library and

Information Science at the University of South Florida, Dean of the Humanities,

Arts, and Social Sciences Division at Merritt College in California, and has been a

Fulbright Senior Specialist to Chile. He began his teaching career at Florida State

University.

Veronika Gustafsson has received her Ph.D. in

Business Administration (emphasis Entrepreneur-

ship) at J€onk€oping International Business School,

J€onk€oping, Sweden. Upon receiving her degree, shehad kept working at her home university until she

joined the Department of Innovation Management

and Entrepreneurship at the Alpen-Adria

Universit€at, Klagenfurt, in 2011. Mrs Gustafsson’s

subsequent research has been focused on entrepre-

neurial decision-making under uncertainty. She has

undertaken a number of research projects in the area

and has published research papers, monographs, and

book chapters as well as numerous conference

papers. In Klagenfurt, Dr Gustafsson has joined research projects on business

models and team performance; currently she publishes in these areas.

Author’s information xi

Fredrik Hacklin (fhacklin@ethz.ch) is a Lecturer

in the Department of Management, Technology,

and Economics at ETH Zurich. Previously, he was

an associate with Booz & Company and had visiting

positions at Stanford University and Keio Univer-

sity. His research interests are in corporate

innovation and strategic entrepreneurship. He

holds a Ph.D. in management from ETH Zurich

and an M.Sc. in computer science from KTH

Stockholm.

Uwe Hasebrink, born in 1958, is Director of

the Hans Bredow Institute for Media Research

and Professor for Empirical Communication

Research at the University of Hamburg. From

2006 to 2012 he was member of the Executive

Board of the European Communication

Research and Education Association

(ECREA). He has been involved in several

international research networks and projects,

e.g., EU Kids Online and the COST Action

Transforming audiences, transformingsocieties.

Hermann Hellwagner received the M.Sc.

(Dipl.-Ing.) and Ph.D. (Dr. techn.) degrees in Infor-

matics from the University of Linz, Austria, in 1983

and 1988, respectively. He is a full professor of

Informatics in the Institute of Information Technology

(ITEC), Klagenfurt University, Austria, leading the

Multimedia Communications group. Earlier, he held

positions as an associate professor at the University of

Technology in Munich (TUM) and as a senior

researcher at Siemens Corporate Research in Munich.

His current research areas are distributed multi-

media systems, multimedia communications, and the

use of multimedia in emergency response. He has received many research grants

from national (Austria, Germany) and European funding agencies as well as from

xii Author’s information

industry. Dr. Hellwagner is the editor of several books and has published widely on

parallel computer architecture, parallel programming, and multimedia

communications and adaptation. He has organized several international conferences

and workshops. He is a senior member of the IEEE, a member of the ACM, of the GI

(German Informatics Society) and the OCG (Austrian Computer Society), and a

member of the Scientific Board of the Austrian Science Fund (FWF). He currently

serves as the deputy head of the Austrian delegation to the Moving Picture Experts

Group (MPEG—ISO/IEC JTC1/SC29/WG11).

Thomas Hess is Professor of Management and

Information Systems at the Munich School of

Management, LMU Munich, Germany, since

2001. He is also the Director of the Institute for

Information Systems and New Media at the same

school, Coordinator of the Munich Center for

Internet Research and Media Integration, and

board member of the “Center for Digital Technol-

ogy and Management” (CDTM), both located in

Munich. From 2008 to 2011 Thomas Hess also

served as the Dean of the Munich School of

Management.

Sascha H€olig, born in 1976, studied communication,

sociology and philosophy at the Friedrich Schiller

University Jena, Germany. He completed his PhD at

the University of Hamburg in which he identified

information-oriented communication modes in the

Internet. He is currently working as a senior

researcher at the Hans Bredow Institute.

Andy Kaltenbrunner received his Ph.D. in Politi-

cal Science at the University of Vienna. He is

Cofounder and Managing Director of Medienhaus

Wien. Kaltenbrunner worked as a political journalist

and editor-in-chief (e.g., the weekly “profil”) since

the early 1980s. He has developed several media-

projects, print, and online. Today is a media-advisor,

Author’s information xiii

researcher, and lecturer in Austria, Germany, and Spain. He is the director of the

Berlin Universities for Professional Studies (DUW) executive MA-program “Inter-

national Media Innovation Management” which is carried out in Austria, Germany,

Spain, and the USA. Kaltenbrunner initiated and led various educational and research

projects with a focus on convergence and innovation processes in media-management

and journalism. He was head of the development-team of Vienna´s first academic

journalism-program “Journalismus und Medienmanagement” at the University of

Applied Sciences (FHW, since 2003) and of the program “Film-, TV-,

Medienproduktion” (FH des BFI, since 2011).

For a list of projects and publications see http://www.mhw.at

Matthias Karmasin, is full professor and chair for

media and communication sciences at the Alpen-

Adria University of Klagenfurt. He is also

corresponding member of the philosophic-historic

class of the Austrian Academy of Sciences. He is

an expert for media accountability and he has

published extensively on media ethics and media

management, political communication, communica-

tion theory, and media practice. Further, Matthias

Karmasin has developed the media stakeholders’

theory. Recently, he has published an empirical study about the Austrian media and

their managers. His professional experiences include business consultancy as

cofounder of Medienhaus Wien (http://www.mhw.at) as well as several stations

abroad.

Snezhanka Kazakova is a Ph.D. student at the

Communication Department of Ghent University,

Belgium. Her dissertation is focused on the media

multitasking phenomenon, its carryover effects on

information processing, self-regulatory processing,

and its implications for the fields of consumer

behavior and advertising.

xiv Author’s information

David Klang (dklang@ethz.ch) focuses his

research on the antecedents and

mechanisms of business model innovation,

such as leadership and organizational

learning. He holds a PhD in Management

Science as well as a M.Sc. in Materials

Science from ETH Zurich, and had visiting

positions at the University of Cambridge

(UK) and Stanford University.

Isabell Koinig is a Research and Teaching Associate

as well as a Ph.D. Candidate at the Department of

Media and Communications at the Alpen-Adria Uni-

versity of Klagenfurt, Austria. She is currently

writing her dissertation on pharmaceutical advertis-

ing in a cross-cultural context and investigates how

consumer responses are influenced by lifestyle

factors, together with attitude towards the ad. Her

research interests predominantly concern the fields of

health communication, media and convergence man-

agement, and media economics.

Tobias Langner is professor of marketing at the

Schumpeter School of Business and Economics,

Bergische University Wuppertal, Germany.

He received his doctoral degree from the University

of Giessen, Germany. His research focuses on

brand management, consumer behavior, and market-

ing communications. His papers have been published

in scholarly peer-reviewed journals such as the Jour-

nal of Business Research, Psychology & Marketing,

the International Journal of Advertising Research,

and Advances in Consumer Research. Tobias

Langner is board member of the European Advertis-

ing Academy and a member of the editorial boards of

the International Journal of Advertising, the Journal

of Marketing Communications, and the Journal of

Advertising Research.

Author’s information xv

Andrea Leopold has started working as an online

editor and shifted her profession to Research

and Teaching at the Department of Media and

Communications at the Alpen-Adria University of

Klagenfurt, Austria, four years ago. She is writing

her Ph.D. thesis on media usage in Life Changing

Situations and their meaning to media and advertis-

ing companies. Her research fields include commu-

nication sciences, media management, and

marketing research.

Edward C. Malthouse is the Theodore R and

Annie Laurie Sills Professor of Integrated Market-

ing Communications at Northwestern University

and Research director for the Spiegel Institute on

digital and database marketing. He was the co-edi-

tor of the Journal of Interactive Marketing between

2005-2011. He earned his PhD in 1995 in computa-

tional statistics from Northwestern University and

completed a post doc at the Kellogg marketing

department. His research interests center on media

marketing, database marketing, advertising, new

media, and integrated marketing communications.

He is the co-editor ofMedill on Media Engagement,and has extensively published on these topics, with his work appearing in Journal ofService Research, Journal of Consumer Psychology, Journal of Interactive Mar-keting, Expert Systems with Applications, Data Mining and Knowledge Discovery,IEEE Transactions on Neural Networks, Computers in Chemical Engineering,Journal of Advertising, Journal of Advertising Research, Journal of Broadcastingand Electronic Media, International Journal of Market Research, Journal of MediaBusiness Studies, International Journal of Media Management, and others. He

teaches undergraduates, graduates and executives and has been a visiting professor

at universities in Japan, China and Europe.

Christian Matt is Research Assistant and Ph.D.

candidate at the Institute for Information Systems

and New Media at the Munich School of Manage-

ment, LMU Munich, Germany. His dissertation is

on intermediation in e-commerce and resulting

benefits for consumers. As part of his Ph.D.

research, he was visiting scholar at the Wharton

School of the University of Pennsylvania.

xvi Author’s information

Klaus Meier holds the chair for “journalism studies

I” at the Catholic University Eichstaett-Ingolstadt

(Germany). His research explores editorial manage-

ment, innovations in newsrooms, convergence, online

journalism, science journalism, and journalism edu-

cation. From 2009 to 2010 he was professor for cross-

media journalism and media convergence at TU

Dortmund University and from 2001 to 2009 profes-

sor of journalism studies at the University of Applied

Sciences in Darmstadt. From 1996 to 2001 he was

assistant professor at the Catholic University of

Eichst€att-Ingolstadt, where he earned a Dr. phil. in

communication science.

His latest book publications are “Journalismus-

forschung” (edited 2013 together with Christoph Neuberger) and the text book

“Journalistik” (2. ed. 2011). He has worked as a coach and consultant in about 40

workshops with several media and journalists in Germany, Austria, Switzerland,

Netherlands, Singapore, and Bangkok. He is a former newspaper and television

journalist (1989–1993).

Felipe Mendez is Assistant Professor of Marketing

at Universidad Autonoma de Madrid, Spain. His

work appears in the Journal of Interactive Market-ing and Computers in Human Behavior.

Author’s information xvii

Gernot M€odritscherAlpen-Adria-Universitaet Klagenfurt

Institute for Management

Department of Controlling and StrategicManagement

Address: Universitaetsstr. 65–67, 9020 Klagenfurt,

AUSTRIA

Phone +43 463 2700 4033

Fax +43 463 2700 994033

Mobile +43 676 5428583

E-Mail: gernot.moedritscher@uni-klu.ac.at

Homepage: www.uni-klu.ac.at/csu

Current Position

• Assoc. Professor (ao.Univ.-Prof.), Department of Controlling and Strategic

Management, Alpen-Adria-Universit€at Klagenfurt, Austria

Research Fields

Strategic Management, Marketing Controlling, Management Accounting,

Valuation of Intangible Assets, Customer Valuation

Martina Moick is currently working in the area of

sales and marketing development for a well-known

Austrian media company. She was working as a

Research Associate at the Department of Marketing

and International Management at the Alpen-Adria

University of Klagenfurt for 3 years. Her research

interests include Health Communication, Social

Media, and the development of convergence.

Martina Moick is currently working on her Ph.D.

thesis that focuses on how the Internet is changing

the physician’s behavior and the physician–patient

relationship.

xviii Author’s information

Barbara Mueller is a Professor of advertising in the

School of Journalism & Media Studies at San Diego

State University. She received her Ph.D. in

communications from the University of Washington.

Her research interests concentrate on the role of

culture in international advertising, in addition to

marketing to children and pharmaceutical advertis-

ing. Her work has appeared in numerous journals

(both national and international), including the

Journal of Advertising, Journal of AdvertisingResearch, International Journal of Advertising, Inter-national Marketing Review, Journal of InternationalMarketing, Advances in Consumer Research, and Advances in International Market-ing, among others. She is the author of “Dynamics of International Advertising:

Theoretical and Practical Perspectives” (Peter Lang, 2nd Edition, 2011); “Communi-

cating with the Multicultural Consumer: Theoretical and Practical Perspectives”

(Peter Lang, 2008); and coauthor (with Katherine Toland Frith) of “Advertising and

Societies: Global Perspectives” (Peter Lang, 2nd Edition, 2010). She instructs both

undergraduate and graduate students and has taught courses in international advertis-

ing and international consumer behavior in Austria and Malta, as well as lectured in

Germany and the Ukraine. Additionally, she has developed an online course on

international advertising for the University of Leicester, England.

Stefanie M€uller (sm@orga.uni-sb.de). Since

2004, Stefanie M€uller is Research Assistant at

the Chair of Business Administration, especially

Organization, Human Resource Management, and

Information Management at the Saarland

University (Germany). Her research interests

include human capital management, human

resource management, and divergence and con-

vergence developments within these fields.

Peter C. Neijens (Ph.D.) is Full Professor of

Communication Science at the Amsterdam School

of Communication Research ASCoR, Department

of Communication Science, University of Amsterdam

and Dean of the Graduate School of Communication.

His research interests include media uses and effects,

media and advertising, and public opinion.

Author’s information xix

Shintaro Okazaki is Associate Professor of

Marketing at Universidad Autonoma de Madrid,

Spain. Dr. Okazaki’s research focuses on interna-

tional marketing and electronic commerce. He is

currently an Associate Editor of the Journal ofAdvertising, Journal of Public Policy & Marketing,Electronic Markets, and Journal of ElectronicCommerce Research. Dr. Okazaki is also on the

Executive Board of the European Advertising

Academy (EAA).

Paschal Preston is Research Professor and Founder

of the Communication, Technology, and Culture

(COMTEC) research unit at the School of

Communications, Dublin City University, Ireland.

His books include Making The News: Journalismand News Cultures in Europe (2009) and ReshapingCommunications: Technology, Information andSocial Change (2001).

These authors combined research interestsencompass:

The political economy of communication,

including regulation and economic aspects; the

evolving role of information and communication in International Relations and

International Political Economy; empirical and theoretical aspects of the “informa-

tion economy” and the changing role of the cultural industries sector; and

innovation processes in digital media and network services.

Joan Ramon Rodriguez-Amat is Assistant Profes-

sor for Media Governance, Media Organisation and

Media Industries at the Institut fur Publizistik- und

Kommunikationswissenschaft at the University of

Vienna since May 2011.

He is currently working with Professor Sarikakis

on the development of understandings of authorship

in diverse policy regimes of intellectual property. His

future work is expected to extend towards the explo-

ration of cultural effects of such regimes, the eco-

nomic scenarios and transformations emerging following changes in the digital media

and social practices involving them.

Before joining the University of Vienna, Dr. Rodriguez-Amat held a lecturer

position at the University of Vic (Spain). He combined teaching with research

periods in Germany 2008 and 2007, in France 2006 and the United Kingdom in

2005. He is also review editor of the International Journal of Media and Cultural

Politics.

xx Author’s information

Jim Rogers is a Research Fellow and Associate

Lecturer at the School of Communications, Dublin

City University, Ireland. He is the author of TheDeath and Life of the Music Industry in the DigitalAge (2013).

Katharine Sarikakis is Professor of Communication

Science with specialisation in Media Governance,

Media Organisation and Media Industries at the

Dept. of Communication Science, University of

Vienna. She leads the Media governance and

industries research group, which researches issues,

contexts, actors and impacts of media and cultural

governance and their underexplored intercon-

nections to citizenship, autonomy and control as

they are articulated in the shapes of media landscapes and the relation of citizens-

at-large to dimensions of interlocution.

Katharine has served as twice elected Chair of the Communication Law and

Policy Section of the European Communication Research and Education Associa-

tion and an elected representative to the ECREA Executive Board.

She is also the Co-editor of the International Journal of Media and Cultural

Politics.

Christian Scholz (scholz@orga.uni-sb.de). Since

1986, Christian Scholz holds the Chair of Business

Administration, especially Organization, Human

Resource Management, and Information Manage-

ment at the Saarland University (Germany). He is

founding director of the Europa-Institute (MBA

School) at Saarland University. From 2007 to 2011,

Christian Scholz acted as the chair of IMMAA

(International Media Management Academic Asso-

ciation). His research interests include organizational

behavior, strategic and international human resource

management, changes in the work environment (so-

called Darwiportunism), and media management.

Author’s information xxi

Erich J. Schwarz has received his Doctor’s degree

at the Technical University of Graz, Austria and his

Habilitation at the Karl-Franzens Universit€at Graz,Austria. In 1999 he joined Alpen-Adria Universit€at,Klagenfurt to create and lead the Department of

Innovation Management and Entrepreneurship; in

2009 he was elected the Dean of the Faculty of

Economics and Business Administration (both

positions he currently holds).

Prof. Schwarz has researched extensively in the

fields of environmental management, innovation

management, and entrepreneurship; in total he has

published nine monographs (as a single author and

in coauthorship), 35 research papers, and approx. 130 other contributions. He has

lectured in Austria, Germany, and Slovenia and participated in numerous research

conferences in Austria, Germany, Great Britain, Japan, France, Poland, Slovenia,

and the USA. Prof. Schwarz has been awarded several prizes for his contribution to

research and education.

Edith G. Smit (Ph.D.) is Full Professor of Persua-

sive Communication at the Amsterdam School of

Communication Research ASCoR, Department of

Communication Science, University of Amsterdam

and president of the European Advertising

Academy. Her research interests include media and

advertising, online brand communication, and health

communication.

xxii Author’s information

Birgit Stark is Professor for Communication Science

with a special focus on Media Convergence at the

University of Mainz, Germany. Her research focuses

on Media Use and Reception, Empirical Methods,

and Comparative Media Research. She is member

of the Management Committee of the Cost

Action “Transforming Audiences, Transforming

Societies”—a new European network of audience

researchers. Moreover, she is member of the Research

Focus Media Convergence at the University of

Mainz—a transdisciplinary network with a number

of media-related and neighboring disciplines

(e.g., humanities, social sciences, law, and economics).

Before joining the University of Mainz, she

worked as a senior postdoctoral researcher at the Commission for Comparative

Media and Communications Studies in Vienna (Austrian Academy of Sciences)

and as a research assistant at the Department of Communication Science and Social

Research of the University of Hohenheim. At the Commission, she was responsible

for its new area of interest: media use research, which has been established to close

an existing research gap in Austria. An important project in this area was the

establishment of a long-term secondary analysis of “Media Analyze” data. At the

University, she managed a variety of applied and academic mass media research

projects and finished her Ph.D. on the topic of “Television Consumption in Digital

Media Environments.”

Charles R. “Ray” Taylor (Ph.D. from Michigan

State University) is the John A. Murphy Professor

of Marketing at Villanova University. He also

serves as Senior Research Fellow in the Center for

Marketing and Public Policy Research. Professor

Taylor is a Past-President of the American

Academy of Advertising and was recently rated

among the top five scholars worldwide in research

productivity in leading advertising journals for the

prior 10-year period. Professor Taylor currently

serves as the Editor-in-Chief of InternationalJournal of Advertising. Dr. Taylor’s primary research interests are in the areas of

advertising strategy, marketing regulation, and global marketing. He has published

numerous academic articles, books, and book reviews in a variety of outlets. Taylor

serves on the Editorial Review Boards of Journal of Public Policy and Marketing,Journal of Advertising, Journal of Business Research, International MarketingReview, Journal of Marketing Communications, Psychology, and Marketing, andJournal of Consumer Affairs. He has also served as an expert witness in numerous

court cases involving marketing and advertising practices.

Author’s information xxiii

Ralf Terlutter received his Ph.D. from Saarland

University, Germany. Then he worked for the

international management consultancy Droege &

Comp. AG, D€usseldorf, Germany. He went back to

university and received his Habilitation from

Saarland University, Germany. Since 2006, he has

been Professor of Marketing and International

Management at the Alpen-Adria Universit€atKlagenfurt, Austria. He is currently Head of the

Department of Business Management, Vice-Dean

of the Faculty of Management and Economics, and

Academic Director of the English master program

International Management. He was president of the

European Advertising Academy (EAA) between

2010 and 2012 and is now past-president. He is member of the Editorial Board of

the International Journal of Advertising. Ralf Terlutter has lectured in Austria,

Germany, the USA, Spain, and Croatia and given numerous presentations at

universities and conferences around the globe. His current research focus is on

international advertising, health communication, and advertising to children.

Anke Trommershausen is Junior Professor at the

Bauhaus-Universit€at Weimar in the department of

media management. She received her doctorate

with honors in Media and Communication Studies

(Cultural Studies) from the School of Arts and

Sciences, University of Klagenfurt and worked at

the IJK Hannover (Media Management) and the

Leuphana University, L€uneburg (Public Relations).

Her research focuses on corporate social responsi-

bility in international (media) companies as well as

on intercultural management, both with regard to

increasing network structures due to convergence

and digitalization of the media.

Hilde A.M. Voorveld (Ph.D.) is Assistant Professor

of Persuasive Communication at the Amsterdam

School of Communication Research ASCoR,

Department of Communication Science, University

of Amsterdam. Her research interests include cross-

media advertising and media multitasking.

xxiv Author’s information

Friederike Wall

Alpen-Adria-Universitaet Klagenfurt

Institute for Management

Department of Controlling and StrategicManagement

Address: Universit€atsstr. 65–67, 9020 Klagenfurt,

AUSTRIA

Phone +43 463 2700 4031

Fax +43 463 2700 994031

E-Mail: friederike.wall@uni-klu.ac.at

Homepage: http://www.uni-klu.ac.at/csu

Current Position

• Full Professor and Head of the Department of Controlling and Strategic

Management, Alpen-Adria-Universit€at Klagenfurt, Austria• Vice Rector for Research of the Alpen-Adria-Universit€at Klagenfurt, Austria

Research Fields

Stakeholder-Orientation in Management Accounting and Control; Agent-Based

Simulation in Management Control; Information Management; Customer

Value Accounting

Carsten Winter is Full Professor of Media and

Music Management at the Hanover University of

Music, Drama, and Media (Germany) and one of the

three founders and editors of the new International

Journal of Music Business Research (IJMBR).

His more than twenty coedited books include

Grundlagen des Medienmanagements (Foundationsof Media Management, Fink UTB, 1999, 2002, and

forthcoming), Kulturwandel und Globalisierung(Cultural Change and Globalization, Nomos,

1999), Globalisierung der Medienkommunikation

(Globalization of Media Communication,

Westdeutscher Verlag, 2005), Konvergenz undMedienwirtschaft (Convergence and Media

Economy, Fink UTB, 2006), Connectivity,Network, and Flows. Conceptualizing Contemporary Communications (Hampton

Press, 2008), Theorien der Kommunikations- und Medienwissenschaft.

Grundlegende Diskussionen, Forschungsfelder und Theorienentwicklungen

(Theories of Communication and Media Studies. Essential Discussions, Fields of

Research and Theory Development, VS-Verlag f€ur Sozialwissenschaften, 2008).His publications also include more than 50 journal articles and book chapters.

His main interests are strategic media, culture and communication, convergence,

mediaeconomics, mediaculture, and, in particular, media development.

Author’s information xxv