| Abstract [eng] |
The aim of master thesis is to create and adapt for Lithuanian case a theoretical conception that lets mass media companies to internationalize their activities. It is based on the analysis of Lithuanian and foreign authors’ methodological and methodical literature and the results of empirical research. Master thesis consists of the extensive analysis of Lithuanian mass media market, covering internationalization and concentration level, financial situation, problems and trends of the market. Furthermore a study was done to determine potential markets of expansion for Lithuanian mass media companies and a survey, which shows how consumers react to media outlets from different countries. Thesis consists of 8 parts: introduction, internationalization as a key in expansion of mass media business, theoretical study of internationalization process in expanding mass media business, methodology of empirical research, empirical research on the internationalization of mass media companies in the international context, possibilities for mass media companies to go through internationalization process, conclusions, references. Thesis consists of: 81 p. text without appendixes, 11 tables, 11 pictures and 64 bibliographical entries. Appendixes included. |
