INSEAD Professor Subramanian Rangan and Brian Coleman explain that through more than 100 successful years in business, Reuters advanced through countless communication strategies – from carrier pigeons to an Internet portal. So how did Reuters manage its development, from flying through the air to flying through fibre-optic cables?
Content: Case Study | Authors: Brian Coleman, Subramanian Rangan | Source: INSEAD | Subjects: IT / Technology / E-Business, Strategy | Industry: Publishing | Company: Reuters
Consider a magazine’s positioning – it needs to lie somewhere between global and local, between hard news and soft news, and in the right place to deal with the competition. Professor Hellmut SchÃ¼tte and Jocelyn Probert examine Asiaweek’s positioning, its history and how it struggled to strike a balance in its Asian market.
Content: Case Study | Authors: Hellmut Schütte, Jocelyn Probert | Source: INSEAD | Subjects: International, Marketing / Sales | Industry: Publishing | Company: Asiaweek