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The Globalization of Magazines in India: A case study
Unformatted Document Text:  6 alliances include reducing risk, generating scale and scope economies and increasing the speed of market entry and product development (Chan-Olmsted, 2006; Bailey & Shan, 1995). The strategic factors identified above provide a framework for analyzing the internationalization of the magazine sector in India. Methodology This paper uses the case study method. Data were gathered by two primary methods: interviews and articles. Interviews with publishing company executives provided an insight into their decision to enter the Indian market, while interviews with media industry analysts provided a broader understanding of the factors shaping the development of this sector. A careful reading of articles in the trade press as well as the popular press provided valuable information on market characteristics and trends as well as on strategies employed by specific players. In addition, industry reports by consulting firms like Ernst & Young and Price Waterhouse Cooper provided an overview of industry trends and some concrete data. The information gathered was reviewed using the framework of strategic management. Why India and Why now? When firms begin looking for overseas markets they tend to show a preference for markets that are similar to their own. In the case of US and UK publishers, this would mean markets in Western Europe. However, as domestic and traditionally sought markets reached saturation, emerging markets in Eastern Europe, Asia and Latin America have become increasing attractive to firms looking to expand globally. Apart from the saturation in the domestic market, the confluence of a variety of factors in

Authors: Shrikhande, Seema.
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alliances include reducing risk, generating scale and scope economies and increasing 
the speed of market entry and product development (Chan-Olmsted, 2006; Bailey & 
Shan, 1995). 
The  strategic factors identified above provide a framework for analyzing the 
internationalization of the magazine sector in India.     
This paper uses the case study method. Data were gathered by two primary methods: 
interviews and articles. Interviews with publishing company executives  provided an 
insight into their decision to enter the Indian market, while interviews with media 
industry analysts provided a broader understanding of the factors shaping the 
development of this sector.  A careful reading of articles in the trade press as well as 
the popular press provided valuable information on market characteristics and trends 
as well as on strategies employed by specific players.  In addition, industry reports by 
consulting firms like Ernst & Young and Price Waterhouse Cooper provided an 
overview of industry trends and some concrete data.  The information gathered was 
reviewed using the framework of strategic management. 
Why India and Why now? 
When firms begin looking for overseas markets they tend to show a preference for 
markets that are similar to their own.  In the case of US and UK publishers, this would 
mean markets in Western Europe.  However, as domestic and traditionally sought 
markets reached saturation, emerging markets in Eastern Europe, Asia and Latin 
America have become increasing attractive to firms looking to expand globally.   Apart 
from the saturation in the domestic market, the confluence of a variety of factors in 

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