Entry Strategy To Russian Broadcasting Contents Market
- Title
- Entry Strategy To Russian Broadcasting Contents Market
- Other Titles
- 러시아 방송콘텐츠시장 진입 전략에 대한 연구
- Author
- 배이샌비애바마디나
- Alternative Author(s)
- 배이샌비애바마디나
- Advisor(s)
- Lee Woonghee
- Issue Date
- 2013-02
- Publisher
- 한양대학교
- Degree
- Master
- Abstract
- This work examines how foreign companies have entered the Russian broadcasting market. The aim is to identify a successful market entry strategy into a broadcasting market regarding entry mode, entry process and entry product. Applying a qualitative, exploratory approach, case studies are used as primary research method and the market entries of four companies are analyzed. Findings reveal that an entry with cooperative entry modes and choosing a successful cooperation partner are important factors in the entry strategy. Further, an incremental expansion process and choosing a global brand that has already been successful world-wide facilitates the market entry. Obtaining general experience in internationalization and near-market experience could be identified as crucial issues for entering a broadcasting market.
- URI
- https://repository.hanyang.ac.kr/handle/20.500.11754/134063http://hanyang.dcollection.net/common/orgView/200000420861
- Appears in Collections:
- GRADUATE SCHOOL[S](대학원) > BUSINESS ADMINISTRATION(경영학과) > Theses (Master)
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