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Case Study from the year 2021 in the subject Art - Arts Management, grade: 8.7, Erasmus University Rotterdam, course: Management of Creative Industries, language: English, abstract: This is an exploratory study of how Vice Media Group brands their food channel. The case study draws on various strategy theories as a lens through which to examine the technological innovation adoption and its strategies to establish a successful food channel. The chosen theoretical framework will be discussed first. The case study method is utilized to explore and illustrate the innovative technology adoption process and differentiation strategies adopted which established Vice as an industry incumbent. Case study research is a mature method which generates new and empirically valid insights. Through this method new insights about a particular issue or topic can be discovered, such as the disruptive elements and brand strategies of media organizations.