Entry Strategy To Russian Broadcasting Contents Market

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.