Media Management and Transformation Centre (MMTC)



Leona Achtenhagen


Ingrid Aronsson


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The Media Management and Transformation Centre (MMTC) is a research center under Jönköping International Business School of Jönköping University.

Researching Digital Innovations and Business Renewal

Digitization has been changing the ways media are consumed and produced. The effects can be traced to various aspects of everyday life for consumers, firms, and other stakeholders in society. At the Media Management and Transformation Centre (MMTC), we take interest in the business implications of this development, including the market dynamics, innovations and strategic responses in the media industries. The work at MMTC builds on the tradition at Jönköping International Business School to explore and excel in the areas of Renewal and Entrepreneurship.

Beyond generating new insights in areas such as strategy, entrepreneurship, innovation, marketing, retailing and branding, MMTC aims to be a meeting place and provide services to both the academia, practitioners and the wider society. The center continuously offers programs for visiting scholars, conducts seminars and doctoral courses, and provides support and infrastructure to the European Media Management Association (emma). It is the home of the Journal of Media Business Studies – one of the main journals in the field. Scholars at MMTC regularly participate in the public debate and provide advisory services to government bodies, trade associations and companies.

Since its launch in 2003, MMTC has been recognized as one of the most central academic institutions in the fields of Media Management and Media Economics both nationally and internationally.

Media Management

On the one hand, legacy media have to respond to highly competitive markets characterized by speed, innovation and surprise. To react quickly, it is necessary for legacy media to transform business models, management and organizational structures, to resonate with digitized consumer cultures. On the other hand, media management is no longer exclusive to media firms: the need to understand the economics and management of digital media is increasingly evident in most industries and operating functions. We take interest in both these perspectives.

Research Objectives, Areas and Philosophy

Established to research theories, strategies, and best practices in media management, our research initiatives specifically aim to explore digital innovation and renewal from multiple perspectives: consumers, firms, policymakers and other stakeholders. Insights are intended to help leaders of media firms improve the competitiveness and sustainability of their enterprises in a dynamic environment.

Within the core area of digital innovation and renewal, MMTC embraces cross-disciplinary approaches. We encourage the use of qualitative as well as quantitative research methods. We encourage projects developed in collaboration and dialogue with firms and practitioners. We encourage collaboration between different fields like economics, business administration, communication, journalism, sociology and anthropology.

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Content updated 2017-12-18

Content updated 2010-10-14

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