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

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

ISSN: 1988-7116

Año de publicación: 2009

Volumen: 3

Número: 3

Páginas: 90-105

Tipo: Artículo

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Otras publicaciones en: GCG: revista de globalización, competitividad y gobernabilidad

Resumen

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.

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