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Market Entry Strategies Case Study
Case Title:
Viacom in China
Publication Year : 2006
Authors: Chandrasekhar
Industry: Media
Region:China
Case Code: MES0058C
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
Viacom Inc., currently split as Viacom Inc., and CBS Corp forayed into China in 1995. By 2005, the company brought to the Chinese audience, its world-class entertainment programs meant for kids and youth. However, the company, like other foreign companies, had to face the government regulations that kept changing from time to time. The case chronicles the company background, the diverse channels it used to make progress and the challenges it had to face in China in the wake of fresh regulations and cultural hurdles.
Pedagogical Objectives:
- To understand the Media business in China
- To understand the challenges faced by Viacom in China due to regulations and cultural hurdles.
Keywords : Viacom; MTV; Market Entry Strategies Case Study; Nickelodeon; Paramount; Sumner Redstone; China; SARFT; SMG; Regulations
Contents
:
Introduction
Viacom’s Background
Venturing into China
Strategic progression
The challenges
A snapshot of some of the ventures that Viacom had partnered
Logos of the various divisions of Viacom and CBC Corporation
