Vplyv manažérskych téorií v žurnalistike: prípad španielskeho denníka ABC
Impact of the management theories in journalism: the case of the Spanish newspaper ABC

Summary/Abstract: The impact of the management theories in journalism is interesting when analyzing the economic factors and their influence on the media sector. In the case study of the centenary Spanish journal ABC, we study the utility of the management theories in the process of "reinvention" by this Spanish press doyen on embracing the Broadband Society to lead the conservative ideology market. The theories of the scientific management (Taylor), the human relations management (Mayo and Parket Follett) and the classical current management (Fayol) schools are applied by the company to convert ABC into a broadcasting platform knowledge factory through systematic innovation (Drucker) and a focus on global marketing as a way to understand the company. With a strong customer oriented policy and having defined the satisfaction index expected from the audience (Levitt), through a strategic monitoring tool (Brand Position Valuator), the management of ABC put into practice opportunities analysis (Kotlet) and applied Porter’s competitive strategy models.

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