The Internationalization of the Newspaper Industry 1989–2002: Three Scandinavian Cases

In the 1990s, three Scandinavian news media companies, Bonnier, Kinnevik, and Schibsted, internationalized their newspapers. Despite doing this during the same period, competing in the same industry and institutional environment, being exposed to the same opportunities by the opening of the Eastern European markets, and all belonging to a smaller language area, they differed in their internationalization models as well as in their outcomes. Despite initial successes, Bonnier and Kinnevik eventually discontinued their newspapers in the new markets, in many cases following significant losses, while Schibsted fared better. The main explanation for using different internationalization models was differences in business models, basically striving to do business internationally in a similar way as domestically. That is, they did not choose a specific internationalization model but sought to simply expand their business models internationally. Consequently, this article finds that when researching internationalization, more focus should be placed on business models.