La diversificación en las empresas de mediosel caso de Globo en Brasil

  1. Schuh, Antonio
  2. Díez Vial, Isabel
Zeitschrift:
GCG: revista de globalización, competitividad y gobernabilidad

ISSN: 1988-7116

Datum der Publikation: 2009

Ausgabe: 3

Nummer: 3

Seiten: 90-105

Art: Artikel

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Andere Publikationen in: GCG: revista de globalización, competitividad y gobernabilidad

Zusammenfassung

El objetivo de este trabajo es explicar el éxito de las grandes corporaciones de medios por las estrategias de diversificación relacionada y de integración vertical. Para ello se realiza una revisión de la literatura que identifica los motivos específicos por los que las empresas de medios se diversifican: generar sinergias, garantizar el acceso a contenidos y afianzar su posición competitiva. Asimismo, se observa que las empresas utilizan la integración vertical para acceder a contenidos exclusivos que son fuente de recursos y capacidades estratégicos, claves para la diversificación relacionada. Finalmente, analizamos el caso de Globo en Brasil, donde se confirman los planteamientos desarrollados.

Bibliographische Referenzen

  • Albarran, A.B.; Dimmick, J. (1996), “Concentration and economic multiformity in the communication industries”, The Journal of Media Economics, Vol. 9, Num. 4, pp. 41-50.
  • Albarran, A.B.; Moellinger, T. (2002), “The top six communication industry firms: Structure, performance and strategy”, en Media Firms: Structures, operations and performance, Picard, R.G. (Editor), pp. 103-122.
  • Arsenault, A.H.; Castells, M. (2008), “The Structure and Dynamics of Global Multi-Media Business Networks”, International Journal of Communication, Vol. 2, pp. 707-748.
  • Asai, S. (2006), “Scale economies and scope economies in the Japanese broadcasting market”, Information Economics and Policy, Vol. 18, pp. 321-333.
  • Bakos, Y.; Brynjolfsson, E. (1999), “Bundling Information Goods: Pricing, Profits, and Efficiency”, Management Science, Vol. 45, Num. 12, pp. 1613-1630.
  • Caves, M.; Crandall, R.W. (2009), “Sports rights and the broadcast industry”, The Economic Journal, Vol. 111, Num. 469, pp. F4-F26.
  • Chan-Olmsted, S.M.; Chang, B. (2003), “Diversification strategy of global media conglomerates: examining its patterns and determinants”, Journal of Media Economics, vol. 16, Num. 4, pp. 213-233.
  • Collette, L.; Litman, B.R. (1997), “The peculiar economics of new broadcast network entry: the case of United Paramount and Warner Bros”, The Journal of Media Economics, Vol. 10, Num. 4, pp. 3-22.
  • Croteau, D.; Hoynes, W. (2001), “Industry structure and corporate strategy. Explaining the rise of media conglomerates”, en The Business of Media: Corporate Media and The Public Interest. Pine Forge: Thounsand Oaks, California, pp. 71-148.
  • Dimmick, J. (1986), “Sociocultural evolution in the communication industries”, Communication Research, vol. 13, pp. 473-508.
  • Djankov, S.; Mcliesh, C.; Nenova, T.; Shleifer, A. (2003), “Who owns the media?”, Journal of Law and Economics”, vol. 46, pp.341-381.
  • Doyle, G. (2002), “Understanding media economics”, Sage Publications Ltd, London, UK.
  • Fernandez Medina, F.J. (2005), “Perspectivas de desarrollo de un espacio audiovisual en los países del cono sur de América Latina: elementos para un análisis y diagnóstico de la televisión”. Tesis Doctoral no publicada. Universidad Autónoma de Barcelona, Departament de Periodismo.
  • Fondo Monetario Internacional (2008), “Nominal GDP list of countries in 2008”, International Monetary Fund. www. imf.org
  • Ford, G.S.; Jackson, J.D. (1997), “Horizontal concentration and vertical integration in the cable television industry”, Review of Industrial Organization, Vol. 12, pp. 510-518.
  • Gaudet, G.; Van Long, N.V. (1996), “Vertical integration, foreclosure, and profits in the presence of double marginalization” Journal of Economics and Management Strategy, Vol. 5, Num. 3, pp. 409-432.
  • Gershon, R.A. (2000), “The transnational media corporation: environmental scanning and strategy formulation”, The Journal of Media Economics, Vol. 13, Num. 2, pp. 81-101.
  • Grant, R. M. (1991), “The Resource-based theory of competitive advantage: implications for strategy formulation”, California Management Review, Vol.33, Num.3, pp.114-135.
  • Hamilton, H.; Mqasqas, I. (1996), “Double marginalization and vertical integration: new lessons from extension of the classic case” Southern Economic Journal, Vol. 62, Num. 3, pp. 567-584.
  • Herz, D. (1987), “A história secreta da Rede Globo”, Tchê, Porto Alegre.
  • Hingst, B. (2004), “Uma Visão Histórica da Televisão no Brasil. Revista Líbero”, Revista do Programa de Pós-graduação da Faculdade Cásper Libero, Fundação Casper Líbero, Núm. 13, pp. 24-40.
  • IBOPE -http://www.ibope.com.br/calandraWeb/servlet/CalandraRedirect?temp=5&proj=PortalIBOPE&pub=T&db =caldb&comp=Grupo+IBOPE&docid=644ACDFC508A1331832575B0004EBBE2
  • Jung, J. (2003), “The bigger, the better? Measuring the financial health of media firms”, The International Journal of Media Management, Vol. 5, Num. 4, pp. 237-250.
  • Jung, J.; Chan-Olmsted, S.M. (2005), “Impacts of media conglomerates’ dual diversification on financial performance”, Journal of Media Economics, Vol. 18, Num. 3, pp. 183-202.
  • Kratttenmaker, T.; Salop, S. (1986), “Anticompetitive exclusion: raising rival ’s costs to achieve power over price”, Yale Law Journal, Vol.96, pp.209-293.
  • Langlois, R. (1992), “Transaction-cost economics in real time”, Industrial and Corporate change, Vol. 1, pp.99-127.
  • Lee, R.S. (2009), “Vertical integration and exclusivity in Platform and two-sided markets”, NET Institute Working Paper No. 07-39.
  • Lozano, J. (2004), “Media conglomerates and audiovisual flows in Latin America”.
  • Markides, C.; Williamson, P. (1996), “Corporate diversification and organizational structure: a resource-based view”, Academy of Management Journal, Vol. 29, Num. 2, pp.340-367.
  • Mastrini, G.; Becerra, M. (2009), “Los monopolios de la verdad: Descifrando la estructura y concentración de los medios en Centroamérica y República Dominicana”, Prometeo Libros, Buenos Aires, Argentina.
  • Mediametrie. Eurodata TV Worldwide. NOTA International TV Trends report newsletter. April 2009. Site http://www. mediametrie.com/eurodatatv/pages/april-2009-newsletter.php?p=126&page=114
  • Memoria Globo (2009), http://memoriaglobo.globo.com/ recuperado en 21de noviembre.
  • Oba, G.; Chan-Olmsted, S.M. (2006), “Self-dealing or market transaction?: An exploratory study of vertical integration in the U.S. Television Syndication Market”, Journal of Media Economics, Vol. 19, Num. 2, pp. 99-118.
  • Palich, L.; Cardinal, L.; Miller, C. (2000), “Curvilinearity in the diversification-performance linkage: an examination of over three decades of research”, Strategic Management Journal, Vol. 21, pp.155-174.
  • Lozano, J. Media conglomerates and audiovisual flows in Latin America. Proceedings of the Conference of the International Association for Media and Communication Research Association (IAMCR) in Porto Alegre, Brasil.
  • Rodrigues Da Silva, E. (2005), “A Sofisticação da Gestão e o Direcionamento Estratégico no Setor de Cinema: Um Estudo Exploratório no Segmento Produtor”. Tesis del Programa de Posgrado en Dirección de Empresas, Instituto COPPEAD de Administração, Universidade Federal do Rio de Janeiro.
  • Simões Borelli, S.; Pirolli, G. (2000) “A Deusa Ferida: Por que a Rede Globo não é mais a Campeã Absoluta”. Summus, São Paulo.
  • Sinclair, J. (1999), “Latin American television: A global view”, Oxford University Press, Nueva York.
  • Stephan, M. (2005), “Diversification strategy of global media conglomerates: a comment”, Journal of Media Economics, Vol. 18, Num. 2, pp. 85-103.
  • Williams, D. (2002), “Sinergy bias: Conglomerates and promotion in the news”, Journal of Broadcasting and Electronic Media, Vol. 46, Vol. 3, pp. 453-472.
  • Williamson, O.E. (1985), The Economics Institutions of capitalism, The Free Press, New York.
Fuente de los datos: Dialnet