Internationalization of the German podcast industry

Abstract

This dissertation aims to understand the internationalization of the German Podcast Industry and includes a case study about the firm Podstars by OMR, identifying its past internationalization projects and future potential for an internationalization strategy. Furthermore, it will give an overview of the status quo of the internationalization of the German podcast industry and its development, how other players are getting involved in the market andwhat their projects are. The presented case study is supported by several expert interviews of executives from Podstars by OMR, sharing their knowledge and predictions of the industry. Analyzing their past projects and discussing possible internationalization opportunities. The dissertation concludes with a teaching note for pedagogical reasons transferring the findings of the case study to the theoretical background. The theoretical background is composed by the Uppsala Model, Network Theory and Competitive Advantage. The dissertation will give managerial implication to Popstars by OMR for a possible internationalization strategy. Results show challenges for internationalization of the podcast industry e.g., cultural differences, language barrier, consumer behavior. Key success factors are sufficient market analysis and adaption of the product. Nevertheless, a successful growth strategy for Podstars by OMR includes an international expansion strategy, due to the face that the German podcast industry is becoming more andmore internationalized.

Date of Award	25 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Reis (Supervisor)