«Non Media Business of Russian Mediacompanies as a Way of Strong Brands' Commercial Exploitation»
Student: Cherednikova Elena
Supervisor: Mikhail L. Berger
Faculty: Faculty of Media Communications
Educational Programme: Master
Year of Graduation: 2014
<p align="center"><strong>Annotation to Master’s thesis on «Non Media Business of Russian Mediacompanies as a Way of Strong Brands' Commercial Exploitation».</strong></p><p align="right"><strong>Student: Cherednikova E.O., 743gr</strong>.</p><p align="center"> </p><p align="center"><strong><u>Introduction</u></strong></p><p>In the modern society, the media companies practice different business strategies to increase their income and improve their reputation.</p><p><strong> The relevance</strong> the Master's thesis consists of the revenue instability from the media companies’ «core business», and it can be important for diversification of their business toward to non-media activities .</p><p><strong>The object of the study</strong> is non-media business of Russian media companies. The <strong>subject of the research</strong> is commercial exploitation mechanisms of media companies’ brands by non-media business.</p><p><strong>The purpose of the research</strong> is to analyze the commercial exploitation of Russian media brands through a mechanism of non-media business.</p><p>In accordance with the purpose, we can denote the following <strong>tasks</strong> :</p><p>- Analysis of the theoretical foundations of the base of the media business in general, and the examples of Russian media-holdings;</p><p>- Consideration of media assets’ types;</p><p>- Description of the risks in media company management;</p><p>- Conducting of empirical research and discussion of the effectiveness of several Russian media companies’ non-media business.</p><p align="center"> </p><p align="center"> </p><p align="center"><strong><em><u>Theoretical and methodological foundations of the work:</u></em></strong></p><p>1. Basics of media business; study of the issues of media concentration and methods of diversification were studied by such authors as R. Picard, A. Albarran, P. Golding , G. Murdock , E. Herman , N. Chomsky , J. Doyle .</p><p>2. The fundamental concepts of business model of the media companies were considered by M. Porter , R. Amit, C. Zott , G. Chezboro, G. Hamel and others.</p><p>3. Resource approach in the strategic management was considered by J. Schumpeter, E. Penrose, J. Barney, S. Montgomery, P. Williamson, R. Grant, Armstrong and others .</p><p>4. The Russian media market is analyzed in details in the works of E. Vartanova, S. Gurevich , I. Kiriya , E. Zinin , etc.</p><p>In this study we used such theoretical <strong>research methods</strong> as both historical and structural and functional analysis; as well as empirical methods: expert assessment and a survey of media representatives, as well as resource analysis.</p><p>As for the <strong>empirical base</strong> of the study, I was taken representatives of several media companies: RBC (RBC- conferences, RU-Center Group), SPN (Rolling Stone Bar), and Rambler & Co (Festival Picnic «Afisha». The respondents were interviewed by in-depth interview survey.</p><p><strong><em><u>In the research paper, the following initial concepts and terms are used:</u></em></strong></p><p><strong>Media company</strong> is a company that specializes in the production and distribution of media: electronic, print, audio and video content, as well as of Events.</p><p><strong>Media industry ( media business )</strong> is a part of the global economy , in which firms regularly produce content (various forms of information , knowledge, products and entertainment content ) and deliver it through multiple channels to broad mass market , at the same time creating a channel for marketing communications , satisfying the needs of advertising customers.</p><p><strong>Non-media business of media companies</strong> is any business that is not associated with the production and spread of media content, as well as aimed at obtaining additional profit and improving reputation.</p><p align="center"><strong>Conclusions and findings</strong></p><p>«Non-media business» can affect the reputa
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