Viacom Inc.

Abstract

The article is a case study analysis of Viacom Inc., a leading transnational media corporation (TNMC) in the production, sale and distribution of electronic media entertainment. The study examines the history and development of Viacom, building on theoretical work that argues that business strategies and corporate culture of a company are often a direct reflection of the person (or persons) responsible for developing the organization and its business mission. Viacom’s longstanding CEO, Sumner Redstone, has shown himself to be an aggressive leader who is deeply involved in all aspects of the company’s operations. The article also examines the business strategy of Viacom, a unique media business entity that has been built through the steady acquisition of existing media companies. A critical challenge facing Viacom is the company’s inability to find a successor to Redstone in preparation for his future retirement. Viacom’s apparent lack of a succession plan is in large measure due to Redstone’s unwillingness to share power at the top and failure to appoint a CEO successor.

Key Words:

• transnational media corporation
• strategy
• leadership
• succession
• business history