Integracijski procesi i tržišna moć na globalnom tržištu proizvodnje i distribucije medijskih sadržaja

master's thesis

• Title (english): Integration processes and market power in the global media content production and distribution market
• Author: Ines Lukinec
• Mentor: Fran Galetić (mentor)
• Committee member: Lana Cindrić (član povjerenstva)
• Committee member: Darko Tipurić (član povjerenstva)
• Committee member: Fran Galetić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-07-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

U ovom diplomskom radu obradit će se integracijski proces na globalnom tržištu proizvodnje i distribucije medijskih sadržaja, odnosno preuzimanje poduzeća 21st Century Fox od strane poduzeća The Walt Disney Company. Postoji više vrsta integracijskih procesa kao što su preuzimanja, spajanja i strateški savezi. Poduzeće odabire određenu vrstu integracijskog procesa na temelju detaljne analize poduzeća, tržišta, stanja u okolini, strategiji i slično. Svakom poduzeću je u interesu povećati tržišnu moć što bi značilo da ima veći utjecaj na cijenu proizvoda ili usluga, a time i na ostvarenu dobit. Poduzeća najčešće odabiru integriranje kao način da povećaju svoj tržišni udio, a time i tržišnu moć zbog toga jer je to nesumnjivo najbrži način da se to postigne. Iako su spajanja i preuzimanja među najvažnijim sredstvima za rast poduzeća na tržištima medija i zabave, za postizanje brzog razvoja, ali i održivog, ipak je potrebno obratiti pozornost na izgradnju brenda, marketing i razvoj novih oblika medija u cilju poboljšanja konkurentnosti na tržištu.

Abstract (english)

This thesis will deal with the integration process in the global market of media content production and distribution, i.e. the takeover of 21st Century Fox by The Walt Disney Company. There are several types of integration processes such as takeovers, mergers and strategic alliances. The company chooses a certain type of integration process based on a detailed analysis of the company, the market, the environment, strategy and the like. It is in the interest of every company to increase its market power, which would mean that they have a greater influence on the price of products or services, and thus on the realized profit. Businesses most often choose to integrate as a way to increase their market share and therefore market power because it is undoubtedly the fastest way to achieve it. Although mergers and acquisitions are among the most important means for companies in the media and entertainment markets, to achieve rapid development as well as sustainability, they still need to pay attention to brand building, marketing and the development of new forms of media to improve their core competitiveness.

• Keywords: tržišna moć; integracijski procesi; Disney; Fox; filmska industrija; zabava
• Keywords (english): market power; integration processes; Disney; Fox; film industry; entertainment
• Language: croatian
• URN:NBN: urn:nbn:hr:148:520098
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-07-05 17:26:53