Media product portfolios are rapidly becoming the predominant shared characteristic of media companies worldwide. This volume is the result of a coordinated effort of scholars in the United States and Europe to explore the characteristics,

Contents: Preface. R.G. Picard, The Nature of Media Product Portfolios. H.L. van Kranenburg, Product Portfolios, Diversification, and Sustainablity of Media Firms. L. Achtenhagen, Media Portfolio Development: Strategic and Organizational Challenges. E. Brundin, L. Melin, Strategic Leadership and Media Portfolio Development: Leaders and Impression Management. H.J. Martin, Clustering Media Operations: Rationales and Managerial Challenges. T. Hess, Product Platforms for the Media Industry. M. Norbäck, Cross-Promotion and Branding of Media Product Portfolios. M. Ots, Strategic Direction and Control of Portfolios: Can Standard Models Create Cross-Media Benefits? M. Hang, Issues and Strategies in Managing Portfolios Across Borders and Cultures. A. Risberg, L. Melin, Portfolio Internationalization: The Case of a Successful Concept.