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

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.