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.
“Oh GOSH! Reflecting on Hackteria's Collaborative Practices in a Global Do-It...
Goteborg posten case 2011
1. GP+ in a 5D Format: Strategic Ideas for
a Business Model Advancement of a
Regional Digital Edition
JCSD27 Corporate Entrepreneurship
and Strategic Renewal
Prepared by Group ONE:
Yulia Kazakulova
Kateryna Khozroshyna
Mihai Leontescu
Wei Li
Supervised by Leona Achtenhagen
Khizran Zehra
3. Introduction
Purpose: increase sales of
GP+ by taking it to the
next level
Challenge: weakened and
quantity-oriented
business model of the
GP+
Solution: utilization of
corporate
entreprenuership and
strategic renewal
4. Theoretical Framework
Business 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
7. Delivery GP+
• Multi-channel Delivery
– Internet, mobile devices
(phones, tabletes)
• Channels are complementary,
but different in popularity
• Technical knowledge required
for multi channel deliveries of
GP news (Hedman, 2006)
• Website Layout
Improvements
• Experiment: Subscription to
GP+ for 24 hours
8. Revenue & Price GP+
• Target different groups of potential subscribers
• Charge different target groups differently
Why?
To charge for a certain type of articles more than
others and customize the service and its cost
according to these factors
How?
- Free trial 10 day-period access to the GP+
(registration needed)
- Analyze readers´ online actions and
preferences
9. Conclusions
Be 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
11. Reference List
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the Electronic Newspaper Market', Journal of Media Economics, 11: 2, 1-18
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Economic Perspectives, April 2009
4. Fetscherin M. and Knolmayer G., (2004) 'Business Models for Content Delivery: An Empirical Analysis
of the Newspaper and Magazine Industry', International Journal on Media Management, 6: 1, 4 — 11
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Princeton University Press
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Redaktionell organisering och arbetsrutiner, nyhetsvordering samt medielogik’, Goteborgs
Universitet, Institutionen fur Journalistik och Masskommunikation.
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Print Newspaper’, Publishin Research Quarterly, Vol. 27/2011
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New York: Princeton University Press.
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Creative Industries, retrieved on May 16, 2011 from <http://snurb.info/node/1071>
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Online Journalism Review, Retrieved on May 17 2011 from
<http://www.ojr.org/ojr/technology/1054780462.php>
12. Reference List (continued)
13. McKittrick D., (2011), ‘Small Town Prepares for the Biggest Day in Its History’, The Independent,
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Newspaper and the Use of its Online Version’, Communications. Volume 27, Issue 4, Pages 485–498
16. Samuelson R., (2011), ‘Stuck in a Post-Crisis Gloom’, The Washington Post, Retrieved on May 23 2011
from <http://www.washingtonpost.com/opinions/stuck-in-a-post-crisis-
gloom/2011/05/22/AFdx5L9G_story.html>
17. Singer B. J., (1997) ‘Changes and Consistencies: Newspaper Journalists Contemplate Online Future’,
Newspaper Research Journal, Vol. 18, 1997
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Newspaper Industry’, JIBS Dissertation Series
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Print Newspapers and Other Information Channels?’, Communications, Volume 30, Issue 1, Pages 55–
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