Every business is a media business.

• Author: Kramer, Larry
• Position: Brief article

From C-Scape by Larry Kramer. Copyright 2010 by the author. Published by Harper Business (www.harpercollins.com).

A CROSS BUSINESS, we are all discovering that the world in which we work and live is transforming faster and more profoundly than ever. Everyone knows that. What's not well understood is that every aspect of these changes--from the transformed landscape of business to the specific challenges that businesses are facing--all have the same source: changes in media.

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Why media? Because every aspect of business is increasingly carried out through the media. From advertising and marketing to sales and customer service, from product design and development to recruitment and employee relations, from the factory floor to...