New Competencies for the Future: How Changes and Trends In Media Convergence Demand New Skills From The Workforce

Convergence is a ubiquitous phenomenon that cannot be imagined without as it has conquered daily and professional routines, leading to new forms of media and media usage. With changing media environments, also business demands and opportunities are constantly changing and in need for adaptation. Taking this convergent environment as a starting point, the book chapter at hand intends to examine how current as well as future trends and developments will affect business practices in general and firm’s management and staff in particular. In this context, change management provides some solutions to complex matters. Alterations in the domain of media and convergence management will concern various areas, such as technologies and organizational structures together with communication practices and will also require a rethinking of the current management profession. Not only will classical management competencies have to be expanded, but also new competencies will have to be fostered to fit the changing requirements of convergent (media) surroundings. These new skills particularly need to emerge in the realm of leadership, intercultural communication, and corporate social responsibility. Finally, both advantages and disadvantages of the new working environment will be investigated before concluding with potential ways of enabling companies’ workforce (both managers and staff) to remain up to date and competitive.