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.

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

2. Presentation Outline
1. Introduction
2. Theoretical Framework
3. Practical Suggestions:
– Product
– Customer
– Delivery
– Revenue & Price
4. Conclusions

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

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 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

10. Thank
You
for
Your
Attention!
Team
ONE.

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