Development of Transnational Media Management Research From 1974–2009: A Propositional Inventory

Abstract

This article reviews the development of transnational media management research. Building on a review by Hollifield (2001) and applying propositional inventory, this survey analyzes 62 publications between 1974 and 2009 according to distinct dimensions to map the research field and assemble the 2 time periods. Articles can be categorized into 7 research topics: firm-level management, market entry strategies, corporate-level strategies, internationalization process, leadership and organization, functional management, and management of cross-border co-operations. Along these topics, research results are synthesized into theoretical propositions to summarize central findings. The conclusion discusses the results and derives an agenda for future research.

Patterns of structural and sequential ambidexterity in cross-border media management

“…Geographical diversification in the media industry is first an exploitative endeavour. Decisions on venturing abroad are guided by the aims of increasing profitability (Oba & Chan-Olmsted, 2007), achieving standardisation (Shrikhande, 2001) and sustaining organisational control over local operations (Strube, 2010). However, geographical diversification in the media industry typically involves exploration on the product level and possibly also on the level of organisational structures.…”

A motivation-based typology of media companies’ cross-border engagement

“…A literature review on how media business and management research deals with the cross-border engagement of media companies must not be written from scratch. Strube (2010) or Werner (2002) provides helpful overviews. Whereas Hollifield’s (2001) earlier discussion pointed to the limited amount of transnational media management research and to a vast array of issues on future research agendas 16 years ago, an increasing stream of publications has emerged (Altmeppen et al, 2012; Strube, 2010: 121).…”

“…Following these overviews, the majority of studies focus on large media companies venturing abroad as opportunities to grow and expand are limited within national home markets (Birkinbine et al, 2017; Gershon and Suri, 2004; Sjurts and Strube, 2014). Foreign markets are described as promising regarding ‘effects of scale and scope […], as well as the creation of synergies and the spreading of risk’ (Strube, 2010: 115). Yet, growth is complicated by specific characteristics media products pursue in terms of language and culture (Albarran, 2002).…”

“…In contrast, minor companies (Boojihawon, 2007) as well as companies in the newspaper sector (Lis et al, 2012) have only been investigated to a limited extent. Yet, overall, as Strube (2010) demonstrates, single or most-similar case studies clearly dominate this field of research.…”

“…This has resulted in a body of literature that provides either overviews of most-similar media companies (e.g. Oba and Chan-Olmsted, 2007) or a landscape of scattered individual case studies (Strube, 2010). Consequently, scholars call for further theoretical work in the field, which lacks comparative approaches beyond organizational units.…”