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Assignment 1 - Case Study

Assignment 1 - Case Study

Q Instructions Case Study Assignment – GBA 440 – International Business In this case study you will analyze a case in international business and submit it per the schedule in your syllabus. In your case study, you will need to address the questions by integrating the material into a coherent essay with an introduction, headings and a conclusion, in accordance with APA including a References page. The case study will assess your ability to understand, analyze and synthesize information to produce a clear and coherent conclusion. The case study should be approximately 2 pages long, double spaced, 12-point font, (excluding the References page and title page). The case study analysis should be well structured, include some of your own research, and be grammatically correct. You will need to bring in information from the text as well as 3-4 outside sources that are relevant to the topic. ________________________________________ MTV Goes Global with a Local Beat

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Introduction MTV is one of the largest music television networks which entered the market in 1981. The mega network which is owned by the media powerhouse VIACOM. In the first few years of its inception, the station was bringing in an estimate of 61 million viewers (Gow, J. 1990). MTV is a youth-oriented programming which caters to teens and young adults from the ages of 18-24 years old. Applying the maxim “Think globally, act locally,” the company beams its irreverent mix of music, news, and entertainment to 640 million homes in more than 162 countries in 34 languages (Wild, J. J., & Wild, K. L,2019). However, in order to counteract the slow demand, MTV moved to launch their network internationally in 1987. By tapping into foreign markets, MTV has brought over $1billion annually from international sponsors (Walker, C. (1996).