The futures of magazine publishing

Servitization and co-creation of customer value

Anna Viljakainen (Corresponding Author), Marja Toivonen

Research output: Contribution to journalArticleScientificpeer-review

8 Citations (Scopus)

Abstract

This study incorporates the futures studies and foresight perspectives in analysing an industrial change towards service business, with the magazine markets as the case context. It illustrates how the industry is adopting a new competitive strategy via services that are added to the total offering, and how it is simultaneously developing a deeper understanding of the service relationship as value co-creation. The work identifies seven trends in this context and analyses their impacts and discontinuities. Three trends are linked primarily to the business environment: a dispersing customer base, changes in media use habits, and erosion of product business. Four trends describe the behaviour of companies: the shifts from products to value-adding brands, from R&D to innovation, from autonomy to partnering and sharing in an ecosystem, and the changing resource and capability needs. The contributions of this work are twofold. First, studying media as service has been rare in scholarly literature. Second, applying the service perspective to the trend analysis in the media sector is topical due to the increasing competition and unpredictability of the business environment.
Original languageEnglish
Pages (from-to)19-28
Number of pages9
JournalFutures
Volume64
DOIs
Publication statusPublished - 2014
MoE publication typeA1 Journal article-refereed

Fingerprint

magazine
customer
Values
trend
business service
trend analysis
autonomy
discontinuity
innovation
habits
erosion
market
services
Service economy
Customer value
Co-creation
ecosystem
industry
resource
Business environment

Keywords

  • Trend analysis
  • Service-dominant logic
  • Value co-creation
  • Magazine publishing

Cite this

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The futures of magazine publishing : Servitization and co-creation of customer value. / Viljakainen, Anna (Corresponding Author); Toivonen, Marja.

In: Futures, Vol. 64, 2014, p. 19-28.

Research output: Contribution to journalArticleScientificpeer-review

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AB - This study incorporates the futures studies and foresight perspectives in analysing an industrial change towards service business, with the magazine markets as the case context. It illustrates how the industry is adopting a new competitive strategy via services that are added to the total offering, and how it is simultaneously developing a deeper understanding of the service relationship as value co-creation. The work identifies seven trends in this context and analyses their impacts and discontinuities. Three trends are linked primarily to the business environment: a dispersing customer base, changes in media use habits, and erosion of product business. Four trends describe the behaviour of companies: the shifts from products to value-adding brands, from R&D to innovation, from autonomy to partnering and sharing in an ecosystem, and the changing resource and capability needs. The contributions of this work are twofold. First, studying media as service has been rare in scholarly literature. Second, applying the service perspective to the trend analysis in the media sector is topical due to the increasing competition and unpredictability of the business environment.

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