Strategia dualna w biznesie medialnym i jej skuteczność na wybranym przykładzie
Dual strategy in media business and its effectiveness on the selected example

Summary/Abstract: The article issues concern the internationalisation and globalisation of media in the modern global economy. In particular, attention was drawn to the four transnational strategies, which may be implemented by entities operating in international media business area. One of these four approaches – dual strategy also known as hybrid – was analysed more closely. In the Polish conditions it appears most effective, that is, it generats the highest level of revenues for entities. The research was based on the analysis of the effectiveness of implementation of that approach in Polish subsidiary of German international publishing company Motor-Presse International/Motor-Presse Stuttgart – Motor-Presse Poland. In the present case, mentioned strategy proved to be the most advantageous.

• Details
• Contents