After acquiring RCA, BMG became part of the "Big Six" record companies in the world; these six companies provided 80% of the worldwide music sales. In this industry, competition is fierce for new repertoire and market share. To become successful globally, it was important to have a presence in key markets, and to have an efficient A&R Marketing strategy to keep attracting new repertoire. But with being global, it is always a challenge for the company to set up the right organization to be able to operate efficiently in a global scale.

Bertelsmann AG, the parent company of BMG International, is one of the largest media enterprises. It has subsidiaries that do business in several different areas from Music to Printing and Manufacturing. It promoted autonomous and entrepreneurial business divisions. We can say the Bertelsmann AG runs its company as a "Decentralized Federation", which means that the organization pattern is a loose federation of independent national subsidiaries,......

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Title: Rudi Gassner And Bmg
Approximate Word Count: 1527
Approximate Pages: 7 (250 words per double-spaced page)

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