Diversification Strategy of Global Media Conglomerates: Examining Its Patterns and Determinants

Sylvia Chan-Olmsted and Byeng-Hee Chang

Journal of Media Economics, 2003, vol. 16, issue 4, 213-233

Abstract: This article reviews the diversification patterns of the leading global media conglomerates and proposes an analytical framework for examining the factors that influence these strategic choices. Using a case study approach, we analyzed the top 7 global media conglomerates' product and international (geographic) diversification strategies. Combining both the industrial economics and resource-based view of strategic management, we further devise a system of determinants that might affect the extent, direction, and mode of diversification for global media conglomerates.

Date: 2003
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DOI: 10.1207/S15327736ME1604_1

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