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The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising into entertainment content, is an innovative marketing strategy that can provide sport enterprises and sponsors with consumer attention and engagement.

Branded entertainment was theoretically framed and conceptualised. Using an inductive approach Red Bull’s portfolio of self-generated action/extreme sport content as well as its production, distribution and viral processes were analysed.

A communication model of sport-related branded entertainment was developed to distinguish actors such as athletes, sponsors, and co-operating companies, traditional and new (sport) media as well as sport consumers and prosumers and analyse their actions and relationships.

This study is limited to Red Bull’s branded entertainment activities. However, a thorough conceptualisation and analysis of branded entertainment and findings of unique characteristics and anomalies related to branded sport entertainment allows academics and professionals to understand and apply the concept.

The research theme triggers a dialogue and encourages marketing practitioners to consider alternative ways to engage their target audiences and expand their integrated communication strategies via a unique and dynamic promotional tool.

This paper contributes to the sport value framework by addressing “value co-creation” in a sport media and marketing context. By highlighting the Red Bull phenomenon as an innovative approach a successful integration of branding and sponsorship activities into sport entertainment content production, distribution and viral marketing is presented.

The main purpose of this research is to construct a generalized set of innovation processes that occur at the ecosystem level based on the academic research. The study analyzes the cultural and creativity-driven over-the-top (OTT) platform that encompasses diverse network of ecosystem members by utilizing the four cooperation practices.

This study begins with the literature review that discusses various topics related to ecosystem (e.g. service innovation, innovative ecosystem). Then, this study introduces a new conceptual framework that describes how cooperations occur in the ecosystem. Finally, a qualitative and explorative case study of the OTT platforms in the global context is conducted.

The application of the framework reveals how co-innovative business ecosystems demonstrate co-evolution through different structures and directions. An ecosystem can evolve by incorporating other industries (i.e. horizontal growth or broadening strategy) to deepen and broaden the industry integration.

As an explorative approach that opens the discussion on how co-innovation and co-evolution occur at the ecosystem level, particularly in the culture and creativity-driven industry, the value of this research extends to other similar industries where diverse actors such as technology firms, Internet firms, direct consumers, government and even the society impact the type of product and service and shape the evolution of the entire ecosystem.

The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private individuals online, have become increasingly monetized and professionalised through the accessible tools provided by video sharing services, which has presented a noteworthy manifestation of the increasing merger of the work and leisure within digital environments and the emergence of a hybrid form of work and play, playbour.

The data for the study were collected using an online survey of 377 video content creators and it was analysed via structural equation modelling.

The findings of the study indicate that although the practice of video content creation is becoming more commercialised and professionalised, the extrinsic motivations, often associated with work (e.g. income, prestige), remain less significant drivers for content creation than intrinsic motivations (e.g. enjoyment, socialisation), which are associated with leisure activities.

This study offers insight into how the authors have begun to reorganise the position in the new digital labour culture, where monotonous tasks are increasingly automated, allowing room for intrinsically driven playful labour to develop within the leisure activities.

The purpose of this paper is to investigate a possible business model for telecom operators for entering the IPTV (digital television) market.

The approach takes the form of a case study, literature search and interviews.

The IPTV business model always has to adjust to the change of external factors and uncertainties in the exploration and the exploitation phase. The four scenarios presented in this paper explicitly address the demand, regulatory and competition‐related uncertainties. The scenarios represent the different future possibilities in terms of regulatory environment, industry structure and consumer attitudes towards (IP)TV service. By choosing the right business model, telecom operators can sustain the market competition and deliver customer value and economic benefits. In the light of limited resources, when balancing the requirement of IPTV business model design, telecom operators have to focus on the critical design issues in each of the scenarios.

This is a one‐case study, so no cross‐analysis with other cases was possible.

The research does not stop when the critical design issues have been analysed, but takes them a step further to shed light on the viability of the business model in an exploration phase. This is done by integrating the business model framework analysis with scenario analysis. Scenario analysis indicates various future possibilities and provides a platform for analyzing the decisions regarding critical design issues that have to be made in an uncertain future environment. The competing views on future developments are helpful in reducing the future uncertainties with regard to viability and feasibility of business models for IPTV.

This is one of the first studies that looks into the relationships between business models and scenarios. Also, the application on IPTV is quite novel.

An explosion of new media delivery technologies allows consumers to tap into information and entertainment, served up on demand. However, most media and entertainment (M&E) businesses are finding that an “on demand” business strategy has to mean far more than simply making content quickly and easily accessible to consumers. Today’s turbulent buyer’s market has made it critical for an M&E company to acquire a new set of business capabilities to survive in the on demand era. M&E businesses need a model for successfully meeting the challenges of this on demand era. Starting with a look at how the industry got to this point, the author describes what an on demand M&E business might look like, and provides a roadmap for M&E executives that can help them compete successfully in the on demand world.

Reports on a scenario exercise regarding the impact of digitisation on European media content industries, focusing on employment trends and changing skills. Concludes that the Internet will profoundly restructure but not destroy, existing industries. Highlights the needs for multidisciplinary and multimedia training programmes for the new digital age.

Technological improvements in broadband and distributed computing are making it possible to distribute live media content cost‐effectively. Because of this, organizations are looking into cost‐effective approaches to implement e‐Learning initiatives. Indeed, computing resources are not enough by themselves to promote better e‐Learning experiences. Hence, our goal is to share preliminary results on testing a holistic evaluation method for e‐Learning environments. To this end, we have built an experience within class dynamics using an open source Learning Virtual Environment integrated with webcast and video archive features. Our proposed evaluation method capyures user feedback by classifying it according to motivation to e‐learn in groups, since we have found this approach simpler than using classic behavioural methods. This helped us to define practical design guidelines to yield faster and more efficient e‐Learning development processes. Our results show that consistent communication both online and offline, translates into efficiency. It also dampens negative perceptions during the transition from traditional to online learning environments. These results will contribute in designing intervention strategies to optimize organizational investments in e‐Learning across user groups and contexts.

This paper explores how platforms reconfigure versatile digital resources to achieve marketing agility in international markets.

We draw on a case study of a Chinese digital platform to explore the processes and mechanisms of reconfiguring during marketing agility development. Data from different sources are collected, including interviews, informal dialogue and archival data.

Versatile digital resources create productive applications for previously less amendable marketing and nonmarketing resources to be malleable, editable and reconfigurable in marketing agility development. This study identifies and clarifies three versatile digital resource-enabled reconfiguration activities in marketing agility building: recombining digital artifacts, repurposing human capital and cross-pollinating markets.

Since our study adopts a case study method, future research can extend our insights by using quantitative methods to test and verify our theoretical framework.

First, we provide insights into how organizations can reconfigure versatile digital resources to achieve the benefits of marketing agility in international markets. Second, while recruiting new employees during internationalization is vital, we suggest that assisted by digital artifacts, firms can repurpose the existing workforce, such as via multitasking, swift task-switching and flexible job redirecting to satisfy dynamic international business requirements with lower adjustment costs. Third, we offer two localization approaches in which firms can use digital artifacts as the enabler to remix sociocultural elements with local adaptations to develop glocal content and decentralize content production to generate inclusive local content.

We provide a process model that specifies how platforms reconfigure versatile digital resources to achieve marketing agility in international markets. Furthermore, we provide novel insights into the literature on marketing agility in international markets and localization.

This article critically examines the multiple rationales for telecom, IT, media convergence regulation, on the one hand, and multisector utility regulation, on the other, and the practical questions of implementation they pose, with a view to contributing to informed policy and regulatory decisions. Both options involve substantive as well as procedural issues, not necessarily separable. The conditions that may affect the creation of convergence and multi‐sector regulation, ranging from underlying commonality of inputs and the behaviour of regulated firms to considerations that are specific to the regulatory process such as scarcity of regulatory resources and safeguards for regulatory independence, are examined. It is concluded that ICT and media convergence issues are primarily about improving the efficiency of market economies, and how changes in regulation can facilitate this process. Multi‐sector regulation issues are primarily about establishing the efficiency and effectiveness of regulation, so it can be a catalyst for network and economic development. They arise from an initial diagnosis of different problems, and represent different priorities and pathways to achieving a very similar set of development objectives.

This chapter aims to investigate the uses and appropriations of mobile digital technologies and networks through an examination of their popular manifestations in Brazil. We take a phenomenologically informed hermeneutics approach to understand the nature of social interactions vis-à-vis mobile digital technologies in daily life. The multimodal strategy explores based on documents and quantitative data published by Brazilian research institutes and the press. In addition, using an autoethnographic approach, the authors’ direct observations also provide a contextual framework. Findings suggest that mobile devices and networks were employed as protest tools for individuals and social groups. This finding suggests the emergence of new forms of social organizations and the appropriation of mobile technology as a tool for citizen empowerment and cyber-activism that takes place both in virtual and physical environments in Brazil. These appropriations had direct implications for political protests and changed how they have been organized in Brazil since then. Mobile technologies have enhanced and multiplied possibilities for social interaction, information sharing, and media broadcasting, allowing for the questioning of traditional media and the content provided by them. This research provides a foundation for future analysis about the appropriation of digital technologies specifically related to their use as civic media that is applicable beyond Brazil, given that these technologies are spread in different contexts and countries.