Zhan Li and John Dimmick (2005). Transnational Media Corporations' Strategies in Post-WTO China: The Approaches of Three Global Leaders, Journal of Media Business Studies 2(2): 35-59.
Key Words: transnational firms, international risk, environmental uncertainty, WTO, market control strategy, China
This study examines transnational media corporations' strategies in the Chinese market after its WTO entry, employing a theoretical model that involves the interactions of a company's risk in terms of environmental uncertainties and control in terms of equity ownership. Interviews were used as a primary research method, with 15 informants from three global media giants --Disney, News Corp., and Sony. Findings suggested that in response to the risk they perceive, transnational media corporations have plans for increasing control through engaging in higher forms of ownership, developing connections with government and distributors, localizing their products, and differentiating the products vis-a-vis their competitors. These plans comprise a roadmap for transnational media companies' long-term development in China.