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CBS Corporation

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CBS Corporation is an organization, the analysis of which can indeed show important organizational implications. It is a famous mass media company. The company is a leader in designing and delivering its media content using a wide range of platforms and targeting audiences in different countries worldwide.

This Company has expertise in all of the media and entertainment fields, including cable, publishing, radio, local TV, film, outdoor advertising, and interactive and socially responsible media (CBS Corporation, 2013). As stated in CBS portfolio the Company operations cover the following businesses:

CBS Television Network, The CW (a joint venture between CBS Corporation and Warner Bros. Entertainment), Showtime Networks, CBS Sports Network, TVGN (a joint venture between CBS Corporation and Lionsgate), Smithsonian Networks, Simon & Schuster, CBS Television Stations, CBS Radio, CBS Outdoor, CBS Television Studios, CBS Global Distribution Group (CBS Studios International and CBS Television Distribution), CBS Interactive, CBS Consumer Products, CBS Home Entertainment, CBS Films and CBS EcoMedia. (CBS Corporation, 2013)

The brand of CBS is extremely recognized as it has quite a long history and owns the most watched U.S. television network for the 8th time in 9 years (Jill Serjeant, 2012).

Speaking about the performance results of the CBS Corporation at the end of 2012, the Companys consolidated revenues can be described as follows by its segments: Entertainment area contributes 55% to it, Local Broadcasting is estimated at 20% level, Cable Networks equals 13%, Publishing is 6%, and Outdoor Americas 9%. As this Company operates globally, approximately 12% of its total revenues come from international businesses (when 43% and 21% of total international revenues are generated by European and Canadian markets respectively) (CBS Annual Report, 2012).


One of the key inputs to the Company is its corporate governance structure and willingness to implement the best practices of corporate governance. To be more precise, the CBS Corporation has the set of the corporate governance principles, which add up to its performance and perception by investors. For example, it strives to build professional and independent Board of Directors with the board committees representation in a corporate structure. Thus, this design of the Board with their independence and qualifications as the characteristics become an important organizational input. This very example can be considered as a part of people-input.

Another important input is financing business processes. In other words, even though the Company has operations which originated quite long ago, it still focuses on capital investing and spending to meet the modern media requirements.

The CBS Corporation also uses ideas as an essential input. This claim can be looked at from different angles. First of all, the Company operates in a creative business area, where innovations and creativity play a crucial role. Moreover, it shows the path to expanding into different segments, it also pursues opportunities to grow and diversify its revenue streams; expanding the distribution of its content internationally (Bloomberg Businessweek, 2013). It shows the company values new ideas and approaches.


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One of the main processes in transforming inputs of CBS Corporation to its outputs is establishing the good interaction between the organizational parts of the Corporation. This aspect is extremely important due to the complex structure of the Company, numerous branches and various sectors of its activity, thus in order to ensure coherent decision-making process the leadership structure and organizational design target this aim.

Another transformation process is monitoring and controlling. The CBS Corporation emphasizes the independence of their Board (in compliance with the NYSE listing rules), the presence of the control committees (such as audit, compensation and nomination, and governance committees), which help to oversee the management, prevent conflicts of interests and ensure shareholder value creation.

Maintaining is another process, which is important for CBS Corporation. It helps to maintain the relationships and contacts with suppliers and partners worldwide, ensure the fulfillment of the tasks and plans, maintain the proper level of reputation, customers loyalty, etc.


The main outputs the Company produces can be described as follows. Firstly, there is the satisfaction and loyalty of the customers. As mentioned earlier, the brand is famous and wins audiences attention for many years already. Second important output is growth. It already shows great geographical and product/service expansion, aiming at further growth. Thirdly, there is a satisfaction of shareholders. With the proper corporate governance system and strategic development the Companys revenues in 2012 were $14.1B total, with annual earnings measured at $2.55 per share ((Bloomberg Businessweek, 2013).

At the same time, there are several indirect outputs of the Company associated with its inputs and transformation processes. One of the key ones is diversity in the Company. Indeed, the Company emphasizes that CBS Corporation and its divisions are committed to building an environment that values diversity throughout the corporation and in its business practices (CBS Corporation, 2013). This diversity is the result of the organizational design, strategic focus and understanding of the global trends in a fast-changing and integrated environment.

Another indirect output is their positioning as a responsible company. Nowadays, the issue of corporate social responsibility is a must when talking about the company with the long-term perspectives and orientation on sustainable development.


The key implication which the CBS Corporation case can show is that corporate governance and long-term orientation really matter. In order to maintain the stakeholders loyalty and satisfaction, the company should try to act in accordance with the best principles of corporate governance, maintain proper in-company interactions, especially in the context of complex and wide-spread organizational structures and ensure monitoring of main operations and players.

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