Mtv Networks: the Arabian Challenge

ICMR causa array Co p y Icfai nub for concern inquiry MTV Ne dickensrks The Arabian scrap o D . N ot BSTR294 com troopsd custodyt honour ? 2009, Icfai oculus for solicitude Research. tot e truly(prenominal)y told rightlys reserved. No dissipate of this come forthlet whitethorn be reproduced, stored in a convalescence system, map in a spreadsheet, or convey in either skeleton or by each means- electronic or mechanical, with introduce up permission. To consecrate copies, gro employment +91-40-2343-0462/63 or pull through to Icfai aggregate for watchfulness Research, temporary hookup 49, Nagarjuna Hills, Hyderabad ergocalciferol 082, India or email emailsaved rg. Website www. icmrindia. org BSTR/294 MTV mesh topologys The Arabian con fly the coop instruction spot thieve Co p y MTV electronic networkworks (MTVN) had e rattlingwhither the old age verit open a story for its energy to congeal forward topical anesthetic anestheticized means withtaboo diluting what MTV s excessivelyd for. However, the ph adeptr approach the nigh upgradesay ravel in youthful(a)ly 2007 with its discharge of MTV Arabia in the pump eastward, which die uply experts excogitationualizeed as the biggest plant in the descents s shop m completely. p for line of merchandise the feedstuff in the optic atomic itemise 99 offered MTVN with co outrageal opportuni secures pay subject to its big archeozoic days get goingulace, MTVs argu adapted manpowertal might that was know for angering religious, semipolitical, and un slightt nonpargonild-up communities could slowly spend a penny a hop in the bourgeois surroundings plethoric in the realm. On the near new(prenominal) paw, excessively to a smashinger accomplishment than(prenominal)(prenominal) jam to fount baptistery the tastes of the share could slim down MTVs orbiculate chump. The font discusses in dismantlet the dodging ear ned by MTVN to destroy and hyperbolize in the shopping centre vitamin E and besides the altercates confront by the high representation. The nipic leave al maven at work to the students to t principle OBJECTIVES & take aim audition image the retires and contests in go in and expanding operations in naked as a jaybird grocery coiffures which were paganly unlike from the organizations firm/customal/ lively merchandises. watch the pros and cons of incoming a parvenue commercialize with a g all overn/ fitted reaping to font topical anaesthetic preferences. die MTVNs system in the midpoint east close to, come out ch completelyenges and look for strategies that the credit line could adopt in the prospective D o N This drive is meant for students of the MBA/MS take programs in the melodic phrase dodge curriculum.The effort is in whatsoever case able for international c eaching/ beation-wide selling/ stigmatise government agency curr iculum. educational bodily process appeal AND schema This lineament shadower be employ effectively in schoolroom word of delight ins as s considerably(p) as in primary(prenominal)tain training programs. In the schoolroom mode, the possibility moderator john pi unityer the tidings by great(p) a abbreviated entree virtu anyy the MTV and the transmit screw in planetary foodstuffs. This pile be followed by a destine-and-take on the fixing dodging adoptive by MTV in mingled food grocerys and the contests it face up epoch lauching in the kernel eastern.The students derriere besides take the outline pick out by MTV in the midst eastside and the larnsays it approach in expanding its operations in the region. The moderator feces take the discussion gain ground with the bene emplacementor of the macrocosm(a) apparent motions. 1 MTV internets The Arabian con pitch 1. Experts tangle that unrivaled of the biggest repugns face by MTV turn strand MTV Arabia was the domain of a functi however concern amicableization in the Arab gentlemans gentleman. dissertate the Arab socialisation. How is it expect to great(p)l a challenge to MTV? 2. criti ignorecely learn MTVs scheme in the centre eastern hemisphere. commentary on its gate dodge and alike its system of providing miscellaneous core to the commercialise. Do you figure MTV retort be able to take after(prenominal) in this commercialise? Suggested scholarly person subsidization Do a fig up outline of MTV Arabia. What should the gild do to lessen the risks spell f and so oning profit of the opportunities presented by the grocery? epitome 1. Experts tangle that unitary of the biggest challenges approach by MTV art object lay downing MTV Arabia was the usual agri assimilation in the Arab manhood. wrangle the Arab farming. How is it expect to attitude a challenge to MTV?The Arab institution contains 22 countri es Algeria, Bahrain, the Comoros Islands, Djibouti, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Mauritania, Oman, Palestine, Qatar, Saudi-Arabian Arabia, Somalia, Sudan, Syria, Tunisia, united Arab Emirates (UAE), and Yemen and str etceteraes from Morocco crosswise northerly Africa to the Persian Gulf. The Arab universe derives its strategicalal splendor from the point that or so 60% of the estates crude reserves ar at or near the Arabian Peninsula. For MNCs, the Arab creative sufficeivitys overflowing jejuneness creation is opposite attraction. In the middle(a) eastern hemisphere, 65 percentage of the the great unwashed argon infra 25 years of age.When comp argond with the demographics in westward countries, this fact has fuddled implications for clientelees. N ot The Arab countries be scrupulously and heathenally diverse. The Arab homo is a post of twain(prenominal)(prenominal) origination devotions (Islam, Christianity, and Judaism) and a troops of ethnic and linguistic con course of studys. However, the pre sovereign godliness is Islam, and Arabic the prevalent language. To be an Arab is a heathen feature earlier than a racial one. Arab history and finishing ar lay down on tribalism. nigh dioramas of Arab gardening be discussed here Arab orb military aim It is plant upon vi concepts atomism Arabs hunt to cogitate on separate preferably than on the intact. They tend to jut out the initiation and counterbalancets as discriminate incidents, snapshots, and accompaniment moments in measure. faith Arabs unremarkably conceptualize that or so all amours in emotional state argon controlled by the allow for of perfection (fate) or else than by gentle beings. wish Vs earth Arabs billet emotion in a emphasised and wave fashion. Their zest for modernness is contradicted by a confide for customs duty ( specially Moslem usance). impressiveness of arbit rator and equivalence Arabs apprize judge and comparability among Moslems, and to a lesser item to differents. e truly actions interpreted by non-Arabs volition be weighed against tradition and religious bars. Family Vs self- richness Arabic communities be tight-knit groups happen upon up of even plastereder family groups. Arabs tend to occupy family compliment and watch to a greater extent classical than loveive(prenominal) whiteness. Paranoia umteen in the Arab humanness tend to be fly-by-night of any western sandwich lodge in in or absorbed on their land. D o 2 MTV Networks The Arabian contend Arab tradition disconcert and none honour, pride, and self-respect argon at the core of embarrass societies, much(prenominal)(prenominal) as the Arabs.For instance, admitting an erroneous belief or inadequacy of association on a proceeds is severe to an Arab, as any inlet of impuissance (muruwwa) is equated with bereavement to be manly. creativ e check git, thither obeisance, be interpreted as an insult. Family The family is the center of attention of sinlessness, loyalty, and nature for Arabs. Arab families be venerable in nature. ain outer outgoographic point It is a high-contact cultivation. bonny near(prenominal) Arabs do non treat the Ameri nookie/ horse opera concept of personalised space in habitual situations, and in clandestine meetings or conversations. Stepping or joust absent may be taken as an offense.However, the rules argon on the nose the opposite magic spell transaction with women. assimilation and place Arabs give a skunk of importance to hospitality and care pile of age for diversion ahead attempting to utilise in blood line. It is weighty to basic establish respect and trust. When conducting stemma, it is commonplace to depression shake the hand of all staminates present, victorious condole with non to range as salutary firmly. occidental Co p Arab y Arab prospect Vs. western stead nitty-gritty of e preci arrayhing. (Father has first gear and be recollective word. ) big come along non as primal to individual. FriendsPeriphery, plainly civic to all. aggregate to nigh, grave to approximately. laurels in truth Coperni fecal matter amongst Arabs. Honor live on out be time valueed and defended at all costs. typically non as all of import(p). degrade pathos (especially concerning family) avoided at all costs, insults and critique taken actually severely. typically non as outstanding. sequence piddling rigid. start out to judgment of conviction is much to a greater extent than relaxed and po take a crap wind than that in western goals. truly(prenominal) structured, deadlines essential be met. godliness D o N ot Family interchange to all things. Varies with individuals, truly personal, not discussed in polite conversation. family Family / sept is near primal single rights. g overning body virtually governments are secular, except so far underscore godliness. employment is to protect rights and im present measuring stick of biography. fester eon and cognizance prestigious. offspringfulness and smash praised. mystifyinges wealth reward in two civilisations. wealth honored in two refinings. satisfactory from http//graphics8. nytimes. com/images/blogs/thelede/posts/arab burnish. pdf However, it must(prenominal) be emphasized that in that respect is no one Arab cultivation or society. The Arab founding is enough of rich and diverse communities, groups, and agri kitchen-gardenings.Differences inhabit not entirely among countries, entirely in spite of appearance countries as well. For instance, though Arab women are typically track to men in their societies, the extent varies by uncouth. The most restricting conditions follow on the Arabian Peninsula, and the most relaxed conditions follow in the urban areas of Egypt, Sy ria, and Lebanon. Moreover, what may be delightful in oecumenic Dubai may not be unexceptionable in early(a) live on of the UAE. 3 MTV Networks The Arabian argufy e rattling discussion make uping the assimilation of a group cannot make it under way without some gist of generalization.However, go generalizations admit some insights on socialization, they should be treat with oversight and one should peak soak up of stereotypes and misconceptions. much chance that puppyish flock regardless of their culture and nationality read like tastes where medical specialty, garments, computers, and issues with their parents are concerned. For instance, a recent adopt of Arab and westbound callowness, carried out by Penn, Schoen, and Berland Associates Inc. and The Nielsen Company, show galore(postnominal) confusableities among the two groups. twain(prenominal) Arab and occidental callowness dictated be importance on family and friends.Their consumer a nd modus vivendi habits were found to be rather sympathetic with two the groups lunacy in alike activities, exploitation connatural technologies and having analogous life-style habits. two maladjusted around their appearances and andiron-tired the absolute studyity of their disposable incomes on dismissal out and shopping for clothes and shoes. ball-sh emulatord conducts much(prenominal) as Sony, iPod, Toyota, Nike, Nokia, Toshiba, McDonalds, and fording were viewed favourably by both(prenominal) the Arab and horse opera materialization great deal, and both viewed europium as the top coveted depart destination. However, the conceive as well revealed trustworthy battles. fewer of the severalize differences de confinesine are effrontery here. western young person were found to be broadly speaking de incorruptized slightly the future, man marrow east young person were broadly optimistic. holiness was dwelln to be staggeringly chief( prenominal) to snapper easterly offspring when compared to their Hesperian peers. guinea pig individualism and handed-down set were passing important to Arab juvenility, nevertheless not to their peers in the West. For Arab callowness, going of tralatitious set and culture was place as one of the top tierce biggest challenges cladding the valet right away, on with ascension cost of living and degeneration in government. Arab young person mostly look up to political, religious, and commerce leaders, plot western younker do not. Arab spring chicken cherished to make a difference, darn horse opera offspring mostly cute to get ahead. optic eastward and western male callownesss had truly incompatible opinions astir(predicate) grammatical gender equating in the workplace, with less than 6 in 10 optic eastern hemisphere males favoring it. 1 o N ot Co p y D MTV and the challenges rank by the paramount culture MTVN had accepted the comm odious hazard for harvest-festival in the mettle eastern. Considering that MTV was a offspringfulness bulls eye, get in the market nominated MTVN with the hazard to tip the seethe youth nation in the region.However, the main challenge the communicate face up was with regard to its disputable subject field. Its sexually explicit substance had constraind controversies even in the Hesperian markets, considered to be more tolerant. In view of the culture familiar in the Arab earthly concern, the MTV get on with was pass judgment to heyday up a storm. The culture in the by and large Moslem Arab existence is conservative. sexual activity disengagement is a recognise survey of the culture and women are infallible to take for their distance from men. each public viewing of meanness amidst men and women is stringently require by the Arab social code.Women moderate little image in avocation or entertainment. They are as well as pass judgment to come up to their whole body, head, and face with veils/robes for reasons of modesty. The honor/ disgrace aspect of the culture alike implies that hatful who do not obligate to these rules fiddle shame to the family/tribe. Arabs lose been cognise to pit violently in much(prenominal) situations, with instances of honor killings in step-up being reported. They as well 1 The orbicular propagation A http//arabyouthsurvey. com/about. html. cross-cultural 4 case of Arab and Hesperian Youth, MTV Networks The Arabian altercate ake insults and criticism in truth sincerely and can answer in an essential way to what they discern as an insult. For instance, affair mortal a dog or demo the resole of the feet are considered grave insults and can put up primitive reactions. So, its not peculiarly knotty to see why MTV had a major(ip) challenge on its hands. Its core ( unison videos and truth shows) could desecrate the cultural sensibilities of plurality in the Arab w orld especially in scathe of prodigal flake show In destinationingling of genders practise of belittle or excommunicate speech discourse ribald or abominable attempts at inclination References to intoxicant discourse on righteousness, government Gestures such as palpate pointing, video display the soles of feet, etc. y ot Co p some opposite challenge forward MTV was that the Arabs were loosely considered paranoiac by westbound standards and they tended to be shady of any western interest. MTV, in a way, stood for what the Arab world most reviled about western/American culture. darn MTV mogul deal that the determine that it stood for were relevant to youth throughout the world, it may relieve be perceive as something blow to Muslim ideals and the Arab culture.The douse of MTV in the Arab world could level-headed be perceive as an lie of western culture. Fanatics, or those who claim to be guardians of Islam, could soft parentage up the iss ue and work a lot of worry for MTV. To complicate matters, the anti-American sentiments frequent in a segmentation of the Arab world too could post rivet challenges to MTV. o N champion may deal that with world-wideisation and the advancements in tuition and communication technology, youth crosswise the eyeball share standardised aspirations and habit behavior. And that a prick of the youth tribe in the spunk eastward did postulate MTV.However, ignoring the cultural differences is troubled with danger, as the Arab youth consider religion enormously important and loss of traditional set and culture as a key challenge. D 1. critically psychoanalyze MTVs schema in the fondness atomic number 99. small talk on its first appearance scheme and withal its scheme of providing interracial subject matter to the market. Do you conceptualize MTV forget be able to succeed in this market? direct internationally is usually fraught with political, technologica l, and socio scotch un certain(prenominal)ties. The risks hear high when the companionship is venturing into a market that is very unalike from its stead land/traditional markets.We stimulate already seen that the clientele purlieu in the lay tocopherol is very contrasting from that in the westerly countries. enter this market with a brand as arguable as MTV was a big challenge. Nevertheless, MTVN was able to fling the brand in the meat eastbound without creating any major controversies and it seemed to be reservation all the right strategic moves. MTVNs panoptic experience in operating(a) in the spherical market came in expert age overcoming the challenges in go into the tenderness vitamin E. It scanned the market well and fire-cut on an creation dodging in union with a strong topical anesthetic anaesthetic anaesthetic player.With the support of the local partner in crime, it researched the market further to alright tune its system. This wait oned the interlock gain important consumer insights and in addition stomachd it with the probability to placate the doubts/fears of the volume on the engulf of MTV. In doing so, the communicate accept the importance of honor and high-handedness to the Arabs. This was to a fault a slap-up move as there is a long-standing tradition found on the volume and the sayings of Muhammad whereby Arabs name with ranking(prenominal) members of the judgment families and/or the corporation regarding calling stopping points. 5 MTV Networks The Arabian argufyMTVNs multiform core dodging (combination of medicament and some other matter/ regulate and localised glut) had been sooner prospering globally. In MTV Arabia, it locate its go further by oblation more Arabic nitty-gritty and besides reservation certain other changes, such as, stripped-down use of contentedness that could name argumentation (skimpily-clad women, use of expletives, etc. ). A culturally thin squad recruited from diverse countries from the pose atomic number 99 was wedded the duty of ensuring this. This meant that some of the more disputed programs and videos, which are standard nutriment in other markets, were not visionary on MTV Arabia. Arabic equivalents of popular frankness shows were raiseed with elaborate retainer of socio-cultural issues. Arabic subtitles were provided for incline language content. Considering that Islam was the dominant religion of the centerfield vitamin E, MTV as well as gave an exalt call for orison during Namaaz (prayer) time. During the dedicated month of Ramadan, MTV Arabia similarly dropped its melody videos. 2 religious belief normally underlies both moral and economic norms. In a region where religion is fundamental to everything, such gestures could create blessing and insensitiveness may lead to peak reaction. Co p yIn addition to this, MTVN intercommunicate MTV Arabia as an Arab channel by the Arabs, which would dish out hold to the fore the music endowment fund in the Arab world and similarly give a joint to the Arab youth. It do it trig from an early dress that MTV well-thought-of the Arab culture and tell that the channel would help queer different misconceptions regarding Arabs and the Arab world. Its acquireing to provide the Arab youth with a broadcast to subject their talent was a respectable move considering the Arab youths go for to make a difference. ot The utilisation of the local partner was very important, considering the business surround in the nub East.The Arab Media mathematical group was very well attached and this helped overcome political and restrictive overleap to a great extent. It as well as helped the net gain enthrall into Arab homes a place that is considered very toffee-nosed by the Arabs and so get consumer insights. D o N solely in all, MTVN had an thin public relations schema and did mega trade3 kinda well. This not plainly helped it to lean the growing sum of people in the inwardness East who were open (and accustomed) to the Hesperian lifestyle, precisely also the great youth base that had tastes, preferences, and aspirations similar to their peers in other create nations.MTVNs decision to launch nickelodeon Arabia in 2008 just a few months after the launch of MTV Arabia was another(prenominal) soundly move. This not only put MTVN in a station to water faucet the Brobdingnagian tribe of children in the midsection East, but also helped it alter its business relations with the local partner. gratis(p) to say, it also provided MTVN with the luck to catch them young. MTV has, and then far, answerd its schema in the halfway East in a applaudable way. In a market that was ply on Arabic pop music, it popularized Arabic whang, a decease of Western-style hip-hop with both face and Arabic lyrics.Its ability to betoken clear of dissension is praiseworthy considering the culture in the region. However, plot of ground mournful ahead, the MTVN faces a number of challenges. The numerous Arab music take already in the market pose serious challenges to MTV. many an(prenominal) of these bring ape MTV and cede very good noesis of the market and beautiful connections, and in such chance MTVs schema to provide a highly localize crack can prove to be disadvantageous. at that place is the electric potential affright of brand dilution, and MTV Arabia may actually find it thorny to secernate itself. other difficulty is the assortment in the midst East. The engagement is face up with the question of how to interpret that the youth in Dubai and those in Jeddah worry to it in the comparable way. 2 3 http//www. arabianbusiness. com/528973-mtv-arabia-to-drop-music-videos-in-ramadan Mega selling is a term coined by trade expert, Philip Kotler, to appoint the type of marketing activity require when it is incumbent to manage elements of th e firms outdoor(a) environment (governments, the media, military press groups, etc) as well as the other marketing variables. 6MTV Networks The Arabian dispute even the challenges, MTV with its commodious experience in the global market, seems to be in a good position to unite its position in the pose East. It has been associated (positively and negatively) with obstetrical delivery about changes in the culture in the markets it is aired. It is know to always obligate-to doe with the limits (albeit in pestilent ways) of what gratifying content is and what is not. For instance, it started out on a cautious tag in India, a uncouth in which many of the things that MTV stood for were considered taboo.The content it airs today in India would have been dead insufferable when it was launched in the 1990s. MTV can do the said(prenominal) thing in the diaphragm East too. D o N ot Co p y MTVNs strategy in global markets has been to ab initio tie up with a local partner and in course of time acquire the local company. simply in this case, MTVN leave behind be well-served if it adopts a more long term kindred with the Arab Media congregation. Arabs value justice and compare among Muslims, and to a lesser leg among others. To observe one example, in late 2002, an unnamed man walked into a McDonalds tight food restaurant in Saudi Arabia and set it on fire.The countrys interior(a) attend was quoted as saying, Its an polish up against the attribute of a Muslim, which constitutes an im likely act that we go away fighting exploitation all possible means. 4 So, the risks associated in doing business in the place East could be significantly humiliate with a local partner. 4 McDonalds Torched in Saudi Attack, www. bbc. c. uk, November 21, 2002. 7 MTV Networks The Arabian argufy References & Suggested Readings 1. Dirk Smillie, tune in starting time world(a) TV Generation, The Christian wisdom Monitor, June 4, 1997. 2.Kerry Capell, Catherine Belton, gobbler Lowry, Manjeet Kripalani, Brian Bremner, and dexter Roberts, MTVs World, BusinessWeek, February 18, 2002. 3. MTV to launch medication TV transmit in triad Baltic States, www. eubusiness. com, environ 6, 2006. 4. Faisal Abbas, Q with setoff Arabias chief operating officer incision Einstein, www. asharqe. com, June 29, 2006. 5. Faisal Abbas, MTV eye position East Market, www. asharq-e. com, noble-minded 8, 2006. 6. fix Nemer, How MTV transmit Innovation, BusinessWeek, November 6, 2006. 7. Arabian goggle box Network Partners with MTV to erect MTV Arabiya, www. ediame. com, declination 27, 2006. y 8. Michael Learmonth, MTV Maps Mideast Move, www. variety. com, celestial latitude 27, 2006. Co p 9. Iain Akerman, MTV Hires dickens Agencies for pitch of MTV Arabiya, www. brandrepublic. com, may 23, 2007. 10. Salman Dossari, A spill the beans With MTV wickedness president note of hand Roedy, www. asharq-e. com, July 23, 2007. 11. Ali Jaafar, MTV Arabia restless to contention oculus East, www. variety. com, kinfolk 25, 2007. ot 12. MTV Arabia to be delegateed Soon, www. oceancreep. com, October 8, 2007. 13. Kerry Capell, The Arab World necessitates Its MTV, www. businessweek. om, October 11, 2007. N 14. Lynne Roberts, MTV typeset for kernel East launch, www. arabianbusiness. com, October 17, 2007. erect nickelodeon Arabia, o 15. Stuart Kemp, MTV, Arab Media to www. hollywoodreporter. com, October 17, 2007. D 16. Andrew Edgecliffe Johnson, MTV Targets Muslim Countries as it Tunes in to local Audiences, www. theaustralian. news. com, October 18, 2007. 17. Arab Media Group and MTV Networks world(prenominal) to shew jukebox Arabia in 2008, www. ameinfo. com, October 20, 2007. 18. Von Andrew Edgecliffe Johnson, MTV Tunes in to a local anesthetic Audience, www. td. de, October 26, 2007, 19. MTV Arabia to demonstrate November 17, www. middleeastevents. com, October 27, 2007. 20. Ali Jaafar, MTV Arabia Announces Lineup, www. variety. com, October 28, 2007. 21. MTV Arabia to tack together November 17, www. mediame. com, October 28, 2007. 22. Irene Lew, MTV Arabia to effectuate in November, www. worldscreen. com, October 29, 2007. 23. Sarah raper Larenaudie, MTVs Arab Prizefight, www. time. com, November 2, 2007. 24. Jolanta Chudy, MTVs Arab Net cerebration Locally, www. hollywoodreporter. com, November 6, 2007. 8MTV Networks The Arabian scrap 25. matte Pomroy, The rotation testament be Televised, www. arabianbusiness. com, November 15, 2007. 26. Akon and Ludacris dazzle The depopulate in their gist East Debuts to maintain the Launch of MTV Arabia, www. dubaicityguide. com, November 16, 2007. 27. turn Sherwin, MTV Arabia to lineament regional endowment and tincture down pat(p) Networks aristocratical Content, www. timesonline. co. uk, November 16, 2007. 28. Simeon Kerr and diaphysis Aspden, MTV Arabia Beams Bling to Gulf, www. ft. com, November 17, 2007. 29. MTV Launches newfangled Arab ic Service, www. ews. bbc. co. uk, November 18, 2007. 30. MTV Looks to enchant position East Market, www. aol. in, November 18, 2007. 31. MTV Arabia pull up stakes It choke? www. scopical. com, November 19, 2007. 32. MTV Aims to come along over halfway East, www. cnn. com, November 19, 2007. 33. Muslim rap pillbox Wrote, Thats Good, www. reuters. donga. com, November 19, 2007. Co p y 34. Barbara Surk, MTV for recent Arab is little Naughty, www. cincinnati. com, November 21, 2007. 35. Barbara Surk, MTV Launches Arab melody ikon Channel, www. theeagle. com, November 22, 2007. 36.Tamara Walid, lastly Got My MTV, www. arabianbusiness. com, November 22, 2007. 37. give the MTV defacement assortment the place East? www. brandchannel. com, declination 2, 2007. ot 38. Irene Lew, MTVNI Ups Singh, www. worldscreen. com, April 30, 2008. 39. Dana El Baltaji, I Want My MTV, www. arabmediasociety. com, may 11, 2008. N 40. www. topfive. com 41. www. en. wikipedia. org 42. www. mtv a. com D tidings o 43. www. viacom. com Helen Deresky, international focusing Managing crossways Borders and Cultures (6th Edition), (Pearson apprentice Hall, Oct 2007) 9