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Somedia: Diversification by Leveraging Resources and Capabilities
內容大綱
In 2018, the legacy business of Somedia AG (Somedia)—traditional media such as newspapers, radio, and TV—was in structural decline. While its business portfolio still delivered positive financial results, it became clear that this would only be the case for a few more years. Susanne Lebrument and Thomas Kundert, the two main figures in charge as this pivotal moment in the firm’s history emerged, tasked themselves with finding new business areas that would secure sustained profitable growth and, thus, compensate the declining legacy business. The firm had a rich history and was a well-respected institution in southeastern Switzerland; as such, Somedia’s existing resources and capabilities would provide points of departure for new business development and diversification. Lebrument and Kundert’s key strategic challenge was to change the current business trajectory toward sustained profitable growth that would compensate for the decline and eventual disappearance of Somedia’s legacy business.
學習目標
This case can be used in a strategy, entrepreneurship, or family business course. It fits well in the context of modules and discussions on the resource-based view of the firm, dynamic capabilities, strategic renewal, and corporate transformation. Instructors will find the case appropriate for all levels, including undergraduate, graduate, and executive education courses. After working through the case and assignment questions, students will be able to do the following:<ul><li>Critically assess the resources and capabilities of a firm active in a legacy business by applying the concepts of the resource-based view of the firm.</li><li>Employ creative thinking to find new business ideas or market segments where these valuable resources and capabilities could be redeployed.</li><li>Enhance their business sense by systematically assessing and quantifying strategic alternatives.</li><li> Understand critical contextual factors related to strategy execution.</li></ul>