国际商务管理case study作业

引言

这个案例研究是世界上最大的新闻公司，由鲁珀特•默多克(Rupert Murdoch)在二十世纪早期的创立。在这个案例研究中我们了解新闻集团公司的三个方面。

 

集团公司架构

业务组合

集团公司新架构
 

新闻集团是一家多元化的全球媒体公司在八个行业开展业务部分:电影娱乐公司;电视;有线网络编程,直播卫星电视,杂志和插入,报纸和信息服务;图书出版和其他。新闻集团进行的活动主要在美国、欧洲大陆、英国、澳大利亚、亚洲和美洲。

 

在1986年和1987年,新闻集团致力于调整生产过程的英国报纸, 在印刷工会一直保持着高度严格的控制。多名澳大利亚媒体人被带进默多克的强国,包括约翰•Dux,南华早报的董事总经理。

 

进入美国:

新闻集团1973年在美国进行首次收购,那个时候它购买少量新闻消息。新闻集团在1981年收购了20世纪福克斯电影公司的一半,1984年购买另外一半。1985年,为推出第四个美国广播网络,新闻集团宣布收购都市传媒群站。1986年,都市传媒交易关闭,福克斯广播公司开业。这个网络在荧屏上被称为“狐狸”,现在有超过96%的美国家庭点击。

 

新闻集团在1987年收购了在澳大利亚的先驱报和时代周刊有限公司,鲁珀特•默多克(Rupert Murdoch)的父亲曾经管理过公司。到1992年,新闻集团已经积累了大量债务,迫使它出售的许多在1980年代中期获得的美国杂志利益。
 

Introduction:

This case study is about world's largest new company which is created by Rupert Murdoch in the binging of twenty first century. In this case study we learn about three area of The News Corporation Company.

 

Corporative Logic

Business Portfolio

Corporative news style of corporation.
 

News Corporation is a diversified global media company with operations in eight industry segments: filmed entertainment; television; cable network programming; direct broadcast satellite television; magazines and inserts; newspapers and information services; book publishing; and other. The activities of News Corporation are conducted principally in the United States, Continental Europe, the United Kingdom, Australia, Asia and America.

 

In 1986 and 1987, News Corporation moved to adjust the production process of its British newspapers, over which the printing unions had long maintained a highly restrictive grip.A number of senior Australian media person were brought into Murdoch's powerhouse, including John Dux, who was managing director of the South China Morning Post.#p#分页标题#e#

 

进入美国:-Moving into the United States:
 

News Corporation made its first acquisition in the United States in 1973, when it purchased few news companey. In 1981 News Corporation bought half of the movie studio 20th Century Fox, buying the other half in 1984. In 1985 News Corp announced it was buying the Metromedia group of stations, setting the stage for the launch of a fourth U.S. broadcast network. In 1986, the Metromedia deal closed, and the Fox Broadcasting Company was launched. This network, known on-screen as "Fox", can now be picked up in over 96% of U.S. households.

 

In 1987 News Corporation bought The Herald and Weekly Times Ltd in Australia, the company that Rupert Murdoch's father had once managed. By 1992, News Corp had amassed huge debts, which forced it to sell many of the American magazine interests it had acquired in the mid-1980s. Much of this debt came from its stake in the Sky Television satellite network in the UK.

 

In 1995 and 1996 Fox showed a great development to established the Fox News Channel and channel CNN.

 

Between 1999 to 2009, News Corporation significantly expanded its music holdings in Australia Uk and America by acquiring the controlling shares in many media projects.

 

新闻集团的公司治理问题:-Corporate Governance Issues in the News Corporation:
 

News Corporation's Board of Directors and management are committed to strong corporate governance and sound business practices. According to report which was published on web side of The news corporation in 2005, the Murdoch and his family owned only about 29% of the company. About all of these shares were voting shares, and Rupert Murdoch retained effective control of the companys policies. And in 2006, News Corporation announced its intention to transfer its 38.5 per cent managing interest in DirecTV to open new projects in new field.

 

According to our case study Rupert Murdoch approaches showed that was not a man who likes to tangle with the regulators: his style is usually either to conform or, better still, to anticipate new laws and use his lobbying power to ensure they do not damage his business.

 

But now a situation is evolving with the passage of time which gives us the good example of corporate governance, and one which will be closely watched by another companies worldwide to see and follow it. For example British Sky Broadcasting, Britain's most powerful broadcasting business and its owned 35.4% of its shares owned by Mr Murdoch's News Corporation and another example BSkyB is also owned by Mr Murdoch and his family to take control of the news Corporation.

 

In latest press release of the news corporation managers from the ten largest institutional investors in BSkyB urged that the company's independent directors to ensure what they called an 'impartial' succession.#p#分页标题#e#

 

The problem for both above company is that under the new British corporate governance code, independent directors are tasked with a prime role in appointing executive directors and succession planning. Mr Murdoch is strongly advised that is to meet with them without other directors being present. And appointments to the board should be made on "merit and objective criteria", while pay should be set by an independent-minded remuneration committee. So in this way they resolve major problem. Even if James Murdoch, currently running the Hong-Kong based Star TV, had the spectacular track record of Tony Ball or his predecessor, Sam Chisholm, it might be difficult for the independent directors to appoint him. There has been speculation in the financial press that Mr Murdoch might decide to step down from the chairmanship of BSkyB, but even that is not without its problems as the corporate governance code says new chairmen being appointed should be independents.

 

This is model for other companies, and it has eight independent directors to seven executives, of whom one is Murdoch. On close examination some of the 'independents' are former recent employees or close associates, such as Ken Cowley, formerly chief of News Corporation's Australian operation and Rod Eddington, currently CEO at British Airways, and formerly boss of Ansett Airlines, once part of the Murdoch empire. Another, Andrew Knight, a director of Rothschild Investment Trust, is a former chief executive of News International in London.

 

While all three are robust characters, not afraid to speak their minds, they all enjoy a friendly relationship with their former boss. Were they to be appointed after November, their appointments would breach UK governance guidelines, and those of many other countries.

 

This case study does raise, however, many of the difficulties faced by companies where one individual is dominant, or where there is an element of a family dynasty. While companies like News Corporation may be the exception in the West, they are the norm in Asia and much of the rest of the world. It is difficult to see how regulations could snuff out family businesses; it is perhaps more likely to drive them into delisting, which might also not be in the best interests of shareholders.

 

新闻集团公司控制的风格:-Corporate Control Style of News Corporation:
 

After the different deals in more than three years of wrangling over control of DirecTV and provides the apportuniries to Rupert Murdoch, chairman and chief executive of News Corporation, with the final component needed to fulfil his long-held ambition of creating a global satellite broadcasting network in world . Under the terms and conditions of the deal, The News Corporation become able to buy more shares of General Motors. Murdoch described that a genuinely exciting and transforming deal for News Corporation. The company has already built significant satellite broadcasting operations in the UK, through BSkyB, as well as in Central and South America with Sky Latin America, and across Asia with StarTV(The Time Magazine, 1996).#p#分页标题#e#

 

Ahter this they buy to many shares in differet places like Direct TV about 11.3 millions in US, Fox News Coproration and Hughes also in US and all these deals have been a long time in the making, the benefits will be felt almost immediately in the competition it will offer cable, the richer services its provided to American viewers.

 

And then they moved to EchoStar DirecTV merger was blocked in October 2007 by the Federal Communications Commission the US telecoms regulator. News Corporation finally prevailed at its second attempt. Liberty Media. Mr Murdoch described this process of pursuing of all these shares as having been “three years of patient negotiations, occasional frustration but ultimately great satisfaction”(Case study)

 

Acoording to our case study all these deals remains subject to regulatory and GM shareholder approvals, but Mr Murdoch said News Corp and DirecTV had agreed to adhere to programme access regulations set by the FCC, ensuring that News Corp content is made available to all satellite broadcasters, as well as cable and other competing platforms.

 

In the mean time Mr Murdoch will become chairman of Hughes, with Chase Carey, News Corp's former co-chief operating officer, taking the role of chief executive officer. Eddy Hartenstein, Hughes's corporate senior vice-president, will become vice-chairman of Hughes, reporting to Mr Carey (case study).

 

可持续性的业务:-Sustainability of the Business:
 

News Corporation in its web site says its put its media muscle behind reducing its operations' carbon emissions andengaging its 47,000 employees and its millions of readers, viewers and web users around the world on the issue. In fiscal 2006, News Corporation's carbon footprint is 641,150 tons of carbon dioxide equivalents and was measured across the 52 countries in which News Corp. has activities.

 

Chairman of news corporation Rupert Murdoch said that all News Corporation business units become carbon neutral by 2010 through energy efficiency, buying renewable power and offsetting otherwise unavoidable emissions. (According to their press release 2006).

 

In this press release they mentioned some of the company's initiative towords sustainability of the business. For example.

 

News Corporation has joined The Climate Group, an independent, nonprofit organization which help to advancing business and prevent the climate change.

MySpace has launched a channel also dedicated to climate change.

Fox Entertainment Group has offered its employees an incentive to purchase or lease hybrid cars and the company's first LEED-certified building is under construction on the Fox studio lot in LA to stop pollution

News Digital Media in Australia and News America Marketing in the U.S. are replacing vehicles with hybrids for friendly environment.#p#分页标题#e#

News International and HarperCollins UK have both entered into agreements to purchase renewable energy and will be carbon neutral by the end of this year to redueced air pollution.
 

在新闻集团企业逻辑:-Corporate Logic in News Corporation:
 

Like any other successful organisations the news corporation they followed a very well corporate logic to give protection, efficiencies and satiability to software publisher Security and give protection software, Utility and device driver software, Information exchange software, Electrical Equipment software, Software, Business function specific software. All these need proper security and satiability to work well. The news corporation arrange very good meachnisiom of corporate logic.

 

Rupert Murdoch Style of Management and its effectiveness

According to en.wikipedia Rupert Murdoch approaches showed that was his style is usually either to conform or, better still, to anticipate new laws and use his lobbying power to ensure they do not damage his business. The plan of News Corporation expansion looks to the areas where growth is expected to be greatest for commercial media this includes continental Europe, Asia and America. News Corporation is almost as concerned with producing content as with owning distribution channels. Aside from tried and tested filmed entertainment and music videos, the fire winners in global television are news, animation and sports. Willingness to accept changes in terms of management approach to meet the needs of the global market to investing in new businesses and generating new trends in the media and broadcasting industry than acquiring and buying existing companies.

 

Consideration of the shareholders and maintaining good relationship among shareholders to enhance market share and their strengthening bargaining power as well as market position through the use of purchasing on their supply chain, specifically for Sun and Times newspaper and their Raising investment fund through the use of bank loans and loans from other financial institution that offers minimal interest.

 

General Opinion on Rupert Murdoch Strategic Vision

The information's from press release 2003 the strategic vision of Mr. Rupert Murdoch can be understandable by the example of year 2003, when News Corporation recovered itself from the record losses in the two preceding years and the revenues at News Corporation reached over A$1.8bn and assets were stated as A$67.7bn. Therefore, the failures in the last two years and then the subsequent success of the News Corporation and its subordinate businesses were entirely due to the strategic vision and choices made by Rupert Murdoch.

 

Whether there was a formal corporate strategy in the News Corporation or not, however, we can say without any doubt that the expansion in the business of News Corporation and its subordinate was mainly the product of Rupert Murdoch's strategic vision.#p#分页标题#e#

 

In annual report for the year 2003, Mr Rupert Murdoch outlined the different vision of the News Corporation;

 

“Throughout news Corporation's evolution our goal has been to create a Company as unified, as logical and as creative as possible. Our vision has been one of a media company that is as well-integrated as it is international; one capable of delivering shot-term results as well as building long-term value. We have worked to build a company with the agility to seize strategic opportunities when they arise, with little patience for conventional wisdom.”

 

Some analysts describe the personal vision of Mr. Rupert Murdoch as an expansion minded person, who always wanted to buy assets, wanted to take over, to move around the world, to build his media empire, but on the other hand he also wants to retain the control.