Mass Communicator
Year : 2009, Volume : 3, Issue : 3
First page : ( 17) Last page : ( 25)
Print ISSN : 0973-9688.

Managing Media – A case study of Bennett, Coleman and Company Limited

 Surbhi, Asstt. Professor

Journalism Delhi College of Arts & Commerce, University of Delhi, New Delhi.

Abstract

The case study of Bennett, Coleman and Company Limited (BCCL) was carried out to analyse the various management practices employed by the company to forge ahead as one of India's leading media organization. The study used the longitudinal case study design to map the variations in these practices from the time of its inception in 1838 to the present. The study revealed that the company used resource based strategic management practices before the entry of the Jain brothers and the market focused management practices after their entry to pitchfork the company to the first ranks in the media and entertainment industry in India.

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