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How business models in the newspaper industry are selected and innovated : a case study of two Norwegian media groups

Hognaland, Ingrid
Master thesis
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http://hdl.handle.net/11250/223310
Issue date
2014
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  • Master Thesis [2971]
Abstract
The newspaper industry is a dynamic industry and the extent of this has increased in recent

years. A likely consequence of this is a need to adjust and innovate the business models

applied in the industry. Through a qualitative study of two media groups, this thesis explores

the design of digital business models used in the newspapers of these groups, by assessing

them through a framework. It further considers the rationale for why the current design has

been selected, and in what manner relevant driving forces seem to influence innovation of the

business models. Key findings are that group affiliation, experimentation, and the two

external forces technological innovation and changing customer behavior, influence the

choice of digital business models applied in the two media groups today. These aspects are

found to be influencing the examined newspapers’ selection of business models both directly,

and both external factors and experiments are found to influence indirectly through one or

both of the other aspects as well.

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