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Applying and measuring strategic evaluation to the case of Microsoft

Title
Applying and measuring strategic evaluation to the case of Microsoft
Authors
Kim J.Kim Y.
Ewha Authors
김영욱
SCOPUS Author ID
김영욱scopus
Issue Date
2001
Journal Title
Corporate Communications: An International Journal
ISSN
1356-3289JCR Link
Citation
vol. 6, no. 3, pp. 157 - 163
Keywords
AdvertisingIssues managementMediaPublic relations
Indexed
SCOPUS scopus
Abstract
To achieve objective information about how media delivered messages to cover an issue, the Microsoft antitrust trial case was investigated from the media coverage of five national newspapers in the USA. From the outcomes, this study revealed that Microsoft got better media coverage at the early issue status than the later issue status, public policy status. As the issue developed, the amount of coverage as well as the number of cases had grown. However, at the later public policy status, unfavorable coverage dominated favorable coverage, thus, monetary value which Microsoft had obtained from the coverage was smaller than that of the earlier status. Newly devised formulae for media content analysis were successfully applied to this case and showed the elaborated methodology for investigating an issue. The research register for this journal is available at http://www.mcbup.com/research_registers. The current issue and full text archive of this journal is available at http://www.emerald-library.com/ft. © 2001, MCB UP Limited
DOI
10.1108/EUM0000000005740
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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