THE UK CHILDREN\u27S PUBLISHING HOUSE - ADAPTING TO CHANGE FOR THE MULTIMEDIA MARKET

The research project currently in progress aims to develop a comprehensive understanding of the childrenís multimedia publishing industry in the UK and the challenges of adapting to change for publishers who have entered the multimedia market in the 1980s and 90s. The preliminary findings of research which includes a questionnaire and several case study interviews on UK publishers producing multimedia for children are described. These pointed to a number of factors which appear to be critical to the success of publishers entering the market: * modification of corporate culture, internal structures and processes * branding of the companyís chosen multimedia identity * focusing on the added value element of multimedia products * promotion of organisational learning, innovation and creativity within the company * sourcing necessary skills effectivel