Market Orientation of News Startups
DOI:
https://doi.org/10.5617/jomi.v4i2.1507Keywords:
Market Orientation, Innovation, News Startups,Abstract
The media industry is undergoing major disruptions, which foster innovation but make starting a new business particularly difficult. In this instable environment, theory suggests market orientation being important for success. Based on four case studies of early stage news startups, I investigate processes and practices of market orientation in the media. The results show that startups generate market intelligence in various ways and, in doing so, prioritize markets. Most attention is dedicated to learning about users, while they put less effort into examining businesses and competitors. Overall, market orientation seems to have a positive influence on a news startup's survival and support innovation.
Downloads
Additional Files
Published
2017-01-28
Issue
Section
Articles
License
Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution BY 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
