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Media and Convergence Management pp 73–86Cite as

Convergence and Controlling

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Abstract

Increasing complexity and dynamic technologies and markets induced the phenomenon of convergence in many industries. This means that separated products, services, and technologies in former separated markets convert to new solutions and even new markets. As a consequence, convergence is a considerable topic for strategic and operative controlling as a function to support management decisions. Consequently, e.g., the business model itself, the analysis of the environments, the analysis of portfolios of products, services, and solutions are within the scope of strategic controlling as a matter of effectiveness. The profits, costs, and cash flows as well as their drivers, detailed business cases, and in depth analysis of convergent solutions are by example in the scope of operative controlling to direct management’s attention mainly to efficiency. In this chapter, we try to describe and discuss these topics both from a general view and a specific view on the business models and the control of convergent solutions.

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Author information

Authors and Affiliations

  1. Faculty of Management and Economics, Department of Controlling and Strategic Management, Alpen-Adria-Universitaet Klagenfurt, Universitätsstraße 65-67, 9020, Klagenfurt, Austria

    Friederike Wall & Gernot Mödritscher

Authors
  1. Friederike Wall
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  2. Gernot Mödritscher
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Corresponding author

Correspondence to Friederike Wall .

Editor information

Editors and Affiliations

  1. Institut für Kommunikationswirtschaft, Alpen-Adria Universität Klagenfurt, Universitätsstraße 65-67, Klagenfurt, 9020, Austria

    Sandra Diehl

  2. Institut für Kommunikationswirtschaft, Alpen-Adria-Universität Klagenfurt, Universitätsstraße 65-67, Klagenfurt, 9020, Austria

    Matthias Karmasin

Appendices

Exercises

  1. 1.

    Describe the basic idea behind the concept of controlling.

  2. 2.

    What is the main scope of strategic controlling?

  3. 3.

    Why is convergence a topic of utmost interest in strategic management?

  4. 4.

    What is the mail scope of operative controlling?

  5. 5.

    Describe the basic elements of a business model?

  6. 6.

    What are “concepts of the future” and why do they often cause serious problems in well-established companies?

  7. 7.

    What could be the basic idea behind a controlling of solutions?

  8. 8.

    What could be the main effects of the convergence of business units (technologies, contents, etc.) in strategic and operative manner?

Reflexive Questions

  1. 1.

    Try to describe the business model of Apple.

  2. 2.

    Try to describe the controlling concept for a cross-media-platform driven by a newspaper publishing company.

  3. 3.

    Think about the issues that arise during the estimation of developments in media-platforms in the future.

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Wall, F., Mödritscher, G. (2013). Convergence and Controlling. In: Diehl, S., Karmasin, M. (eds) Media and Convergence Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36163-0_6

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