Somedia: Diversification by Leveraging Resources and Capabilities

In 2018, the legacy business of Somedia AG (Somedia)—traditional media such as newspapers, radio, and TV—was in structural decline. While its business portfolio still delivered positive financial results, it became clear that this would only be the case for a few more years. Susanne Lebrument and Thomas Kundert, the two main figures in charge as this pivotal moment in the firm’s history emerged, tasked themselves with finding new business areas that would secure sustained profitable growth and, thus, compensate the declining legacy business. The firm had a rich history and was a well-respected institution in southeastern Switzerland; as such, Somedia’s existing resources and capabilities would provide points of departure for new business development and diversification. Lebrument and Kundert’s key strategic challenge was to change the current business trajectory toward sustained profitable growth that would compensate for the decline and eventual disappearance of Somedia’s legacy business.