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Four Essays Studying the Effects of Customization and Market Environment on the Business Success of Online Newspapers in Finland

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Santonen, Teemu
dc.date.accessioned 2013-10-31T09:41:20Z
dc.date.available 2013-10-31T09:41:20Z
dc.date.issued 2004
dc.identifier.isbn 951-791-878-X
dc.identifier.issn 1237-556X
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/11221
dc.description.abstract The literature on online newspapers includes fairly few empirical investigations of the factors affecting the business success of online newspapers, even though many business models and revenue logics have been presented. Moreover, practically the whole online newspaper literature has paid relatively little attention to the suggested effect of the market environment on business success. In this dissertation we were especially interested in analyzing whether, as suggested, the better business success is achieved by applying the customization strategy rather than by producing pure standardized services. Moreover, we also wanted to test how the different factors besides customization, like the market environment, revenue logic, the importance of business objectives and experience in the online publishing, were directly or indirectly related to the business success of online newspapers. Since the majority of online publishing companies were having troubles in generating revenue, more comprehensive success measures than the typical annual revenue were needed. In this thesis, we considered comprehensive success in terms of capability to generate revenue, yet also in terms of the attainment of the strategic business objectives. Based on the analyses of survey data from 42 online newspapers and case data from three online newspapers in the Finnish online newspaper market, the following conclusions were made. First of all our findings indicated that customization was not currently, or even in the short-term future plans, the main strategic option for online newspapers to achieve business success – even though especially process oriented customization seemed to provide some help in generating revenue. In general, mainly experienced online newspapers with a national-level geographical focus were interested in applying customization. Based on our case results, the following reasons for the low level of customization are suggested: content not suitable for customization, would not be profitable, current (low) level of customization is enough for end-users, users are not interested, online newspaper is highly differentiated even without customization. In addition, on the contrary to previous suggestions in the literature, we did not find a relationship between level of customization and level of perceived demand turbulence. Moreover, it appeared that experience in online publishing, the geographical focus of parent print newspaper, and the level of perceived demand turbulence and competition were individually and in combination related to the business success of online newspapers. Only national players seemed to improve their average success scores along with experience; the strongly geographically restricted online newspapers typically had declining trends in their success, especially in terms of business success en
dc.format.extent [168] s.
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.publisher Helsinki School of Economics en
dc.publisher Helsingin kauppakorkeakoulu fi
dc.relation.ispartofseries Acta Universitatis oeconomicae Helsingiensis. A fi
dc.relation.ispartofseries 242 fi
dc.title Four Essays Studying the Effects of Customization and Market Environment on the Business Success of Online Newspapers in Finland en
dc.type G5 Artikkeliväitöskirja fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.identifier.urn URN:ISBN:951-791-878-X
dc.type.dcmitype text en
dc.programme.major Tietojärjestelmätiede fi
dc.programme.major Information Systems Science en
dc.type.ontasot Väitöskirja (artikkeli) fi
dc.type.ontasot Doctoral dissertation (article-based) en
dc.contributor.supervisor Sääksjärvi, Markku, professor
dc.opn Wassenaar, Arjen, professor, University of Twente, Netherlands
dc.subject.helecon Viestintä
dc.subject.helecon Media
dc.subject.helecon Sanomalehdet
dc.subject.helecon Internet
dc.subject.helecon Palvelut
dc.subject.helecon Verkkokauppa
dc.subject.helecon Liiketalous
dc.subject.helecon Markkinatutkimukset
dc.subject.helecon Markkinat
dc.subject.helecon Communication
dc.subject.helecon Newspapers
dc.subject.helecon Service
dc.subject.helecon Electronic commerce
dc.subject.helecon Business economics
dc.subject.helecon Market research
dc.subject.helecon Markets
dc.date.defence 2004-10-29
dc.dissid 269
dc.identifier.bibid 312380


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