個案資料
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Fox News: Competing to Deliver the News
內容大綱
Since Fox News first entered the cable news industry, the network has skyrocketed to the top position in the ratings charts ahead of its major competitors. Despite being the most popular network, Fox News has endured many controversies, and its reporting has created a polarizing rift between conservatives and liberals. As the news industry shifts into the digital age and offers more options for niche consumption, Fox News needs to decide whether its position will be sustainable or whether it should reconsider its focus on opinionated reporting.
學習目標
This case is suitable for introductory marketing, competition and strategy classes for the discussion of two key issues: the goal of Fox News and the positioning of Fox News. Is the goal of Fox News to generate profits for its parent company, News Corporation, or to influence the U.S. political agenda? In the wake of a potential credibility problem, should Fox News change its mostly successful formula? Students will consider the benefits of having a clear position, regardless of the specific viewpoint. The goal is not to determine the motivation of Fox News but to think through the implications of its positioning and the network’s long-term possibilities.