Market Orientation of News Startups

Abstract

The media industry is undergoing major disruptions, which foster innovation but make starting a new business particularly difficult. In this instable environment, theory suggests market orientation being important for success. Based on four case studies of early stage news startups, I investigate processes and practices of market orientation in the media. The results show that startups generate market intelligence in various ways and, in doing so, prioritize markets. Most attention is dedicated to learning about users, while they put less effort into examining businesses and competitors. Overall, market orientation seems to have a positive influence on a news startup's survival and support innovation.

The effect of size and age on the performance of Senegalese small food companies: the role of market orientation

“…Once gathered, the information is disseminated across departments of the company, allowing it to react by coordinating the use of the resources necessary to create higher value for customers. (Kohli & Jaworski, 1990;Narver & Slater, 1990;Sommer, 2018). Yet, the sharing of information is not relevant in small businesses as all great decisions are taken by the one and only decision maker (Verhees & Meulenberg, 2004).…”

"Market orientation practices in Nigerian insurance companies "

“…However, the cultural (Kohli & Jaworski, 1990) and behavioural (Narver and Slater, 1990) perspectives of Market Orientation have been differentiated in literature (Sommer, 2018). While the cultural perspective defines Market Orientation as an organizational mindset and culture, its behavioural perspective deals with organizational instruments, tools, and behaviours.…”

“…It should be noted, however, that the cultural and behavioural conceptualizations of Market Orientation share many basic ideas in common (Noble, Sinha, & Kumar, 2002) and are similar in the ways they have been operationalized (Cadogan and Diamantopoulos, 1995). Therefore, researchers have combined both the cultural and behavioural perspectives of Market Orientation in many studies (Baumgarth, 2009;Brïdson and Evans, 2004;Homburg and Pflesser, 2000;Sommer, 2018).…”

Market Orientation Conceptualizations, Components and Performance-Impacts: A Literature Review and Conceptual Framework

“…The cultural (Kohli & Jaworski, 1990) and behavioural (Narver & Slater, 1990) perspectives of market orientation have been differentiated in literature (Sommer, 2018). While the cultural perspective defines market orientation as an organizational mindset and culture, the behavioural perspective deals with organizational instruments, tools, and behaviours.…”

“…It should be noted, however, that the cultural and behavioural conceptualizations of market orientation share many basic ideas in common (Noble, Sinha, & Kumar, 2002) and are similar in the ways they have been operationalized (Cadogan & Diamantopoulos, 1995). Therefore, researchers have combined both the cultural and behavioural perspectives of market orientation in many studies (Baumgarth, 2009;Brïdson & Evans, 2004;Homburg & Pflesser, 2000;Sommer, 2018).…”