Liderazgo e innovación en los medios de comunicación. Análisis de la industria de las revistas en chile. El caso Copesa

Laburpena

The origin of this thesis lies in knowing what actions leaders must develop to meet its objective and driving successful media comanies and entertainment. The focus of the research focuses on the essential characteristics that requires a leader in this industry, although it has certain peculiarties that make it unique and to require specific aspects in other not be necessary. Precisely the first chapter provides the leadership and communication companies. First we study the different styles of leadership, those who allows leaders to differentiate and classify them by their marks or characteristics, their styles, their powers, their motives or their way of guiding the work. After examing all the particularities of the sector and leadership in general, the study takes the application of that knowledge to specific aspects of media and entertainment insustry. What point, the special, the specific and essential that a person must have a who wants to be a leader and able to perform properly in this industry. In chapter two we addresses the issue of creativity and innovation as key aspects to be developed by an organization. To imprové constantly its contents, its business model and management to generate sustainable competitive advantages in time and is somewhat difficult to imitate desired by all those involved in this industry. The third chpater respnds to the lifting of the state of affairs of the magazine industry in Chile. For that we conducted a exploratory qualitative study (focus grupos and indepth inteviews) and a quiantitaive study (telephone Surrey). This collection of allowed us to obtain a series of data relative to know the estate of the art in the chilean magazine industry. The fourth part of this thesis is the analysis of case. For such effects we chosed to magazine (Paula and Que Pasa) from a same group (Copesa) to analyze similarities and differences in leadership style, management, innovation made, forms of work, etc. After having built the case we present general conslusions with the intention to apply leadership theories and innovations presented in earlier chapters and then implemented in the final chapter.