Contemporary Marketing 16th Edition by Louis Boone,David Kurtz

Exercise 11

Business portfolio analysis. Occasionally, companies sell parts of themselves to other firms. One stated motive for such divestitures is that the sold assets are a poor strategic fit for the rest of the company's business portfolios. An example is the sale of a controlling interest in NBC Universal by GE to cable giant Comcast. Using a major search engine, research the sale of NBC Universal. In the context of business portfolio analysis, why did GE decide to sell, and why did Comcast decide to buy NBC Universal?