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Goteborg posten case 2011

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Goteborg Posten, the second largest newspaper in Sweden, challenged the students of Jonkoping International Business School in order to develop its commercial strategy. The short outcomes are presented above.

Text of Goteborg posten case 2011

  • 1. GP+ in a 5D Format: Strategic Ideas for a Business Model Advancement of aRegional Digital EditionJCSD27 Corporate Entrepreneurshipand Strategic RenewalPrepared by Group ONE:Yulia KazakulovaKateryna KhozroshynaMihai LeontescuWei LiSupervised by Leona AchtenhagenKhizran Zehra

2. Presentation Outline1. Introduction2. Theoretical Framework3. Practical Suggestions: Product Customer Delivery Revenue & Price4. Conclusions 3. IntroductionPurpose: increase sales ofGP+ by taking it to thenext levelChallenge: weakened andquantity-orientedbusiness model of theGP+ Solution: utilization of corporate entreprenuership and strategic renewal 4. Theoretical FrameworkBusiness Model in a 5D Format(Fetscherin and Knolmayer, 2004):Customer 5. Product GP+ Substitute vs. Complement Positioning within GP Product Differentiation Intermedia: online features Collaboration vs. Competition News-sharing 6. Customer GP+ Citizen journalism Readers-newsmakers Readers-journalists Readers-observers Best Citizen Journalist Interaction (feedback)- Comments- Articles evaluation, voting 7. Delivery GP+ Multi-channel Delivery Internet, mobile devices(phones, tabletes) Channels are complementary,but different in popularity Technical knowledge requiredfor multi channel deliveries ofGP news (Hedman, 2006) Website LayoutImprovements Experiment: Subscription toGP+ for 24 hours 8. Revenue & Price GP+ Target different groups of potential subscribers Charge different target groups differentlyWhy?To charge for a certain type of articles more thanothers and customize the service and its costaccording to these factorsHow?- Free trial 10 day-period access to the GP+(registration needed)- Analyze readers online actions andpreferences 9. ConclusionsBe a Corporate Entrepreneur! Proactive- Position GP+ as a complementary product Networking- Collaborate with competitors Motivated- Encourage interactivity with customers Creative/Innovative- Change Website Layout Risk-Taking- Price Differentiation/Customization 10. ThankYouforYourAttention!TeamONE. 11. Reference List1. Bivings Group, (2008), The Use of the Internet by Americas Largest Newspapers, Retrieved onDecember 18 2008 from 2. Chyi I. H. and Sylvie G., (1998) Competing With Whom? Where? And How? A Structural Analysis ofthe Electronic Newspaper Market, Journal of Media Economics, 11: 2, 1-183. Evans D., (2009), The Online Advertising Industry: Economics, Evolution, and Privacy, The Journal ofEconomic Perspectives, April 20094. Fetscherin M. and Knolmayer G., (2004) Business Models for Content Delivery: An Empirical Analysisof the Newspaper and Magazine Industry, International Journal on Media Management, 6: 1, 4 115. Gardner J., (2009), Newspaper Industry Facing Huge Challenges, Post Independent, Retrieved onMay 16, 2011 from 6. Hamilton ., (2004), All the news thats fit to sell: How the market transforms information into news,Princeton University Press7. Hedman U., (2006), Har ni nt webbigt? En fallstudie av Gteborgs-Postens flerkanalpublicering:Redaktionell organisering och arbetsrutiner, nyhetsvordering samt medielogik, GoteborgsUniversitet, Institutionen fur Journalistik och Masskommunikation.8. Hollander A. B., Krugman M. D., Reichert T., Avant J. A., (2011), The E-Reader as Replacement for thePrint Newspaper, Publishin Research Quarterly, Vol. 27/20119. Jenkins H., (2004), Convergence? I diverge, Technology Review, June: 9310. Kaye J., Quinn S. (2010), Funding Journalism in the Digital Age: Business Models, Strategies, Issues,New York: Princeton University Press.11. Klumpp D., (2009), Challenges for the Media Industry, Alcatel-Lucent Foundation / HBI 2009,Creative Industries, retrieved on May 16, 2011 from 12. Lasica J. D., (2003) Are Digital Newspaper Editions More Than Smoke and Mirrors?, USC AnnenbergOnline Journalism Review, Retrieved on May 17 2011 from 12. Reference List (continued)13. McKittrick D., (2011), Small Town Prepares for the Biggest Day in Its History, The Independent,Retrieved on May 23 2011 from 14. Nemeth, N. and Sanders, C. (1999), Ombudsmens Interactions with Public through Columns,Newspaper Research Journal, Vol. 20(1): 29-4215. Rathman A. Tim (2002), Supplements or Substitution? Relationship Between Reading a Local PrintNewspaper and the Use of its Online Version, Communications. Volume 27, Issue 4, Pages 48549816. Samuelson R., (2011), Stuck in a Post-Crisis Gloom, The Washington Post, Retrieved on May 23 2011from 17. Singer B. J., (1997) Changes and Consistencies: Newspaper Journalists Contemplate Online Future,Newspaper Research Journal, Vol. 18, 199718. Statistics Sweden (2011), Statitiskacentralbyrn, Retrieved on May 20 2011 from19. Stockholm Illustrates Growing Wealth Divide (2011), The Local, Retrieved on May 09 2011 from Quinn, S. (2004), An intersection of ideals: Journalism, profits, technology and convergence, Theinternational Journal of Research into New Media Technologies, 10(4), 109-123.21. Varian H.R, (1995), Pricing Information Goods, UC Berkeley School of Information, Retrieved on 16May 2011 from 22. Weezel V. A., (2009), Entrepreneurial Strategy-Making Model and Performance: A study of theNewspaper Industry, JIBS Dissertation Series23. Waal De E., Schnbach K. and Lauf E, (2005) Online Newspapers: A Substitute or Complement forPrint Newspapers and Other Information Channels?, Communications, Volume 30, Issue 1, Pages 5572

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