Abstract
The dynamic capabilities concept is rooted in the resource based view (RBV), which is the leading direction in strategic management research. The purpose of the article is to present fundamental approaches to the dynamic capabilities framework and its origin. On the basis of the media management theory dominant premises of distinctness of media management are described. The major reasons for the evolution of media industry are also presented. The article discusses selection of papers presenting research on the influence of dynamic capabilities on competitive advantage in case of media companies.
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