Goteborg posten case 2011
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Transcript of Goteborg posten case 2011
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
Presentation Outline
1. Introduction
2. Theoretical Framework
3. Practical Suggestions:
– Product
– Customer
– Delivery
– Revenue & Price
4. Conclusions
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
Theoretical Framework Business Model in a 5D Format
(Fetscherin and Knolmayer, 2004):
Customer
Product GP+
• Substitute vs. Complement
– Positioning within GP
• Product Differentiation
– Intermedia: online features
• Collaboration vs. Competition
– News-sharing
Customer GP+
• Interaction (feedback)
- Comments
- Articles evaluation, voting
• Citizen journalism
– Readers-newsmakers
– Readers-journalists
– Readers-observers
– Best Citizen Journalist
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
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
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
Thank You for Your Attention!
Team ONE.
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Reference List (continued)
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