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Subject category: Marketing
Authors: Gerhard Apfelthaler (California Lutheran University); Joerg Hruby (FH JOANNEUM University of Applied Sciences); Duane A Kujawa (University of Miami)
Published in: 2012

Abstract

This case tells the story of an Austrian-based media conglomerate’s entry into South-Eastern European markets. During the first decade of the 21st century, Styria Media Group (SMG), one of Austria’s largest media companies with holdings in the newspaper, magazine, book publishing, on-line services, radio and television industries, successfully entered the Croatian newspaper market and captured large market shares from existing competitors. In addition it brought major innovations to the Croatian market such as free daily newspapers. The case discusses SMG’s entry strategy as well as strategic moves by its competitors in Croatia. It goes on to outline SMG’s subsequent moves into other South-Eastern European markets.
Industry:
Size:
> 3,000 employees
Other setting(s):
2000-2010

About

Abstract

This case tells the story of an Austrian-based media conglomerate’s entry into South-Eastern European markets. During the first decade of the 21st century, Styria Media Group (SMG), one of Austria’s largest media companies with holdings in the newspaper, magazine, book publishing, on-line services, radio and television industries, successfully entered the Croatian newspaper market and captured large market shares from existing competitors. In addition it brought major innovations to the Croatian market such as free daily newspapers. The case discusses SMG’s entry strategy as well as strategic moves by its competitors in Croatia. It goes on to outline SMG’s subsequent moves into other South-Eastern European markets.

Settings

Industry:
Size:
> 3,000 employees
Other setting(s):
2000-2010

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