The Transnational Media Corporation: Environmental Scanning and Strategy Formulation

Richard Gershon

Journal of Media Economics, 2000, vol. 13, issue 2, 81-101

Abstract: As today's media companies continue to grow and expand, the challenges of staying globally competitive become increasingly difficult. This article examines the transnational media corporation and its use of strategic planning. A basic premise of this article is that organizations use strategy to deal with changing environments. Special attention is given to the issues of environmental scanning and strategy formulation, referencing three important strategies that enable such companies to expand and diversify into new markets.

Date: 2000
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DOI: 10.1207/S15327736ME1302_3

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