Issue 4, 2010

Zinin E. Yu. Media Holdings in the Digital World: Diversification in the Media Industry.

The article deals with sources of sustained competitive advantages in the diversified media companies. The analysis of related diversification strategy of media corporations is based on the concepts of media economics and resource-based view. One of the largest Russian media companies — RBC Group — is examined in this study with the aim to describe the mechanism of integration of strategic resources of different business lines, through which one business units improve the quality of its resources, while others raise the quality of their products without additional overall cost. Keywords: Media Industry, Related Diversification, Strategic Assets, Digital Technologies, Business Model.

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