Abstract
This thesis explores the on-going change in the media
sector, using servicedominant (S-D) logic as a lens to
explain it. The starting point is the basic premise of
S-D logic: value co-creation between customers, partners,
employees, and competitors. The novelty in this work is
the application of (S-D) logic in the context of industry
transformation. Another aim is to introduce service
management to the field of media management and
economics. The study also offers tools for media
professionals in their search for sustainable competitive
advantage.
Two research questions structure the work: (1) how does a
transfer from a goodsdominant to a service-dominant logic
manifest itself in the current business practices and
future trends in the media industry, and (2) what are the
central topics to understand better the on-going change
in the media sector. Case studies have been carried out
with face-to-face semi-structured interviews (n = 50).
The main result is that the traditional media industry is
transforming towards growing value-orientation and
service-based thinking. The industry is also
'servitizing': the companies provide service offerings in
addition to material products. A central driver is
technological change, which modifies media consumption
habits and causes fragmentation of media and audiences. A
change is also taking place in the way in which media
firms perceive their audiences and the opportunities for
value creation. Media business is an illustrative example
of the shift to assisting customers and to sustaining
communities where people create value by engaging. In
this new world resources are being mobilized and
integrated from a service ecosystem that crosses industry
borders. On the other hand, traditional media is heavily
goods-oriented and the adoption of the new perspective is
challenging.
Two theoretical constructs summarize the findings: (1) a
trend analysis, and (2) the business model approach. The
trend analysis shows the opportunities available for
media companies in the creation of their own futures -
instead of merely reacting to external changes. The
business model construct crystallizes the industry
transformation towards S-D logic. Both can be used for
deepening the research in media management. A
contribution to S-D logic is the integration of its core
idea of value co-creation with the design of individual
offerings.
Original language | English |
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Qualification | Doctor Degree |
Awarding Institution |
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Supervisors/Advisors |
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Award date | 27 Mar 2015 |
Publisher | |
Print ISBNs | 978-951-38-8222-8 |
Electronic ISBNs | 978-951-38-8223-5 |
Publication status | Published - 2015 |
MoE publication type | G4 Doctoral dissertation (monograph) |
Keywords
- service management
- service-dominant (S-D) logic
- business models
- media management
- industry transformation
- futures studies
- foresight