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The article is a case study analysis of Viacom Inc., a leading transnational media corporation (TNMC) in the production, sale and distribution of electronic media entertainment. The study examines the history and development of Viacom, building on theoretical work that argues that business strategies and corporate culture of a company are often a direct reflection of the person (or persons) responsible for developing the organization and its business mission. Viacom's longstanding CEO, Sumnerdoi:10.1080/16522354.2004.11073420 fatcat:tpkmnjfktnax3fitbuahfprgcq