Strategic communication studies

Strategic communication studies

Designing Pattern of Formation of Competitive Strategy in the Media Industry

Document Type : Original Article

Authors
Vahid khashei varnamkhasti 1
HamidReza Jafarian 2
Zohreh Dehdashti Sahahrokh 3
Habib Roodsaz 4
1 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba`i University, Tehran, Iran.
2 Phd student in Business Management, Faculty of Management and Accounting, Allameh Tabataba`i University, Tehran, Iran (Corresponding Author).
3 Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
4 Associate Professor, Department of Public Administration, Faculty of Management and Accounting, Allameh Tabataba’i, Tehran, Iran.
10.22034/rcc.2025.2040373.1163
Abstract
New media are the result of continuous technological innovations and digitization. With the invention of portable devices and ubiquitous access to the internet, consumers of media content have moved beyond traditional media. The multiplicity and diversity of industry players, along with their diverse strategic issues, have led us to conclude that the top-down approach to strategizing is no longer practical. We need a formative pattern to understand the formation of competition strategy in this industry. The purpose of this research is to identify patterns in competitive strategy formation among new media players and to introduce the components with higher priority. The current research is practical from the point of view of the goal and qualitative from the point of view of the approach. Data collection was obtained in the first stage from a library search and in the second stage from semi-structured interviews with industry experts. Data analysis has been done by the thematic analysis method. Research findings indicate that strategy in the new media industry comprises thirteen components across three dimensions: context, content, and process. These components include: inspiring senior management in setting strategic direction; individual and organizational learning and growth; audience-centric design; monitoring industry conditions and regulations; a platform-based value chain; intelligent diversification of the business portfolio and product/service development; strategic cooperation within the media ecosystem; the company’s technology level; effective communication and elite networks; organizational innovation and entrepreneurial culture; current needs and issues; national technical infrastructure; and governance rules and regulations.
Keywords
Competitive strategy
New media
Strategy formation
Media industry

Subjects

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  • Receive Date 05 September 2024
  • Revise Date 01 May 2025
  • Accept Date 11 May 2025