Measuring corporate diversification: A case study of new media ventures by television network parent companies

Abstract

The purpose of the study was to propose an index of corporate diversification. The use of the index was illustrated in a case study of the past and current levels of diversification of television network parent companies in relation to their future‐oriented diversification ventures in the new media. The results of the industry case study indicated that the parent companies that are currently the least diversified are most active in new media ventures.