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The Transnational Media Corporation: Environmental Scanning and Strategy Formulation

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  • Richard Gershon

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.

Suggested Citation

  • Richard Gershon, 2000. "The Transnational Media Corporation: Environmental Scanning and Strategy Formulation," Journal of Media Economics, Taylor & Francis Journals, vol. 13(2), pages 81-101.
    • Handle: RePEc:taf:jmedec:v:13:y:2000:i:2:p:81-101
    DOI: 10.1207/S15327736ME1302_3
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    Cited by:

    1. Allan Watson, 2011. "How Global is the ‘Global Media’? Analysing the Networked Urban Geographies of Transnational Media Corporations," Chapters, in: Ben Derudder & Michael Hoyler & Peter J. Taylor & Frank Witlox (ed.), International Handbook of Globalization and World Cities, chapter 25, Edward Elgar Publishing.

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