Video Strategy of Transnational Media Corporations: A Resource-Based Examination of Global Alliances and Patterns

Abstract

Subscribing to the resource-based view (RBV) framework of analyzing strategy and employing a case study approach, this study investigates the most critical sectors for the U.S.-based TNMCS in a global media marketplace and discusses how their resources were aligned with their local counterparts’ resources in the marketing of video-related products. The alliances involving Time Warner, News Corporation, Disney, Viacom, and NBC Universal were examined. Cross-case analysis identified six alliance patterns, including the importance of content-distribution resource alignment, the acquisition of local knowledge resources, the strategic alliances between TNMCs, the decrease of equity-based alliances, the growing interest in emerging markets and the complementary role of property and knowledge resources in entering such markets, and the necessity of uniting resources that enable the “glocalization” of video-related products.

Key Words:

• video strategy
• transnational media corporation
• global alliances
• media conglomerates