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  • Factors Affecting Media Communications Companies' International Marketing Strategy Choice in the Home and Host markets Exemplified by Companies from Russia and the USA

Factors Affecting Media Communications Companies' International Marketing Strategy Choice in the Home and Host markets Exemplified by Companies from Russia and the USA

Student: Abakhova Ekaterina

Supervisor:

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2021

This final qualification work is aimed at highlighting the factors that influence the choice of an international marketing strategy for companies from the field of media communications for the home and international markets. In this paper, we examined companies from the United States and Russia that are represented on international markets. The main theoretical aspects that influence this choice were considered, and the latest research was presented, which are aimed at highlighting these factors. In the analytical part, the cases of six companies from the USA and Russia were analyzed. I considered the strategies for building their activities in the home market and their ways to enter the international market, as well as the factors affecting the entrance to the international market and the result of their activities in the international market. The main factors that play a key role for companies from the field of media communications are highlighted. Despite the presence of some limitations of this work, it can be used both as a basis for future research on this topic, and for practical application in an international marketing strategy for companies in the field of media communications.

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