Correspondence: Albert Van Niekerk, Global Sciences GmbH Merowingerplatz la 40225, Düsseldorf Germany. Email: drvanniekerk@aol.com

¹studied technology at the Tswane University of Technology in Pretoria, South Africa. He specialized later in the field of managing creativity in the applied research environment and also obtained an innovative science award in Germany in 1996. The focal point of his research was in the definition of a proofed methodology in how to manage great novelties from the research environment to the business environment. The research was done at PhD level as well as at post doctoral level. The methodology defined proofed the value adding and importance of managing communication processes effectively, creating interrelationships between the two environments and, most of all, the sustainable competitive advantage technology-driven companies obtain in following a strategic business approach in research activities and in the way they manage their digital assets. Albert obtained a distinguished research award for part of his research work at the 2000 Annual Conference of the Allied Academies (Myrtle Beach). Presently, Albert directed his applied research in the definition of digital asset management business ontology with the objective to develop a practical MAM-communication business model that can be used by technology-driven companies during their MAM strategic planning and implementation processes.

Abstract

As companies continue to streamline and reengineer their business models, the twin environmental forces "technology" and "global markets" enforces faster market communications. Marketing managers are in need of media logistic solutionsthat contribute directly to efficiency, productivity, competitive advantage, a high ROI and comply with the overall success of the business. In addition, managers must adopt a media asset management (MAM) system as part of their strategy because the management of media assets present some unique challenges and require solutions designed to streamline the management of digital media. MAM service providers, however, lack the objectivity to address this current and emerging need. Many offer services that do not link value activities along the company's value chain — therefore, the business gains no value from these assets. The purpose of this paper is to introduce empirical results from applied research in the form of models and strategies which will empower users in the efficacious management of media logistics so that the overall financial and strategic objectives of the enterprise will be met. Implementing these models and strategies will reduce the time and cost of media productions, maximize the ROI from media assets, bring new products and services faster to market and streamline compliance.