Svetlana P. RADIONOVACorresponding author, Saint Petersburg State University of Industrial Technologies and Design, St. Petersburg, Russian Federation spradionova@mail.ru ORCID id: not available
Mikhail P. BLOKOVSaint Petersburg State University of Industrial Technologies and Design, St. Petersburg, Russian Federation blokov@mail.ru ORCID id: not available
Elena Yu. TARANENKOSaint Petersburg State University of Industrial Technologies and Design, St. Petersburg, Russian Federation tarlen2004@list.ru ORCID id: not available
Subject. The article addresses a multi-project and cross-platform development strategy for printing and media businesses as a result of strategic thinking and analysis of transition to a new technological order. Objectives. The aim is to analyze the current state of organizational changes at printing and media business enterprises and shape the main directions of process management transformation to gain new competitive advantages. Methods. The study employs principles of systems approach, presents a conceptual scheme of certain aspects of organizational transformation of the printing industry, and uses expert opinions of practitioners. Results. We developed a scheme of multi-project and cross-platform strategy implementation for printing and media businesses development, which includes three levels: (1) macro-micro level – sectoral structural transformation; (2) micro-meso level – digitalization of products (services), business models, and creation of a network cluster of innovative enterprise; (3) meso-macro level – formation of infrastructure (initial iterative process) to create a full–fledged business ecosystem. Conclusions. Packaging block enterprises are recommended to switch to multi-project strategies to maintain a continuous innovation process; information block enterprises are recommended to use a cross-platform development strategy to expand the use of copyrights of the publisher for history development in other formats; advertising block enterprises are recommended to develop communication models to build full-cycle communication agencies; media business enterprises can strengthen their influence through the formation of communication environment based on a new technical and technological basis and application of moral and ethical principles.
Keywords: organizational change, innovation, digitalization, multi-project and cross-platform strategies
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