n order for and manager or even CEO to look ahead such a distance, they must be able to envision. Also, innovation is required. The company must be able to forecast and innovate to what the future will be like. In Peter Drucker's article, Innovation and Entrepreneurship, he suggests that an overwhelming majority of successful innovations exploit change. This can be said for CanWest who is of recent going under constant change because of all the mergers and acquisitions. CanWests desire to become a major player in the media industry can be related to Galbraiths article, where he suggests that an innovating company design with a purpose. CanWests purpose is to become a major player within the industry.Benefits DerivedStaying ahead of the curve requires a shift in strategic direction as the number of competitors multiplies rapidly, and as new technological and other developments begin to emerge. CanWest feels that the future will bring accelerated change as digital conversion broadens to accommodate more consumer choices while the Internet develops the means of combining video-based entertainment comparable to conventional television with the ability to interact with viewers.In the case of newspapers, there was once a time where local newspapers were overwhelmingly the source for news and information. But, like television, newspapers have also suffered from fragmentation as readers have gained access to more and more new means of finding the information they want, whether its on television, radio, the internet or even by word of mouth through the mass communication capacity of e-mail. The core of CanWests business strategy is to capitalize on this network media/broadcast convergence.How Its EncouragedCanWest realizes its dependency upon innovation. As a result, employees are encouraged to take risks and be innovative. Employees are rewarded for their innovative ideas. As Paul Cook states the most important factor is individual ...
