The Swedish newspaper industry: A management perspective on web 2.0 and digitization effects on business models

Markus Nawrocki

Studenteropgave: Kandidatafhandlinger


The digital economy has brought with it an increase in the already rapid pace of change in all areas of business and life. Successful companies respond to these rapid changes by adjusting their business models, in order to do so they need to have knowledge about what is affecting their industry, and also have the right capabilities to innovate the business models when found necessary. The digitization of media industries and the Internet have transformed today’s society and business into a digital economy, numerous industries are affected, one of them is the Swedish nationwide newspaper industry. Together with the development of Web 2.0, which is a social transformation that puts more control and interactivity of content to regular users, an interesting research of the Swedish nationwide newspaper industry can be conducted. This research will investigate further how Web 2.0 technologies and the digitization of media industries are affecting business models in the Swedish nationwide newspaper industry. It will also investigate the problems related to business model innovation in this particular industry. The intention is to write a thesis through theoretical and empirical research, in order to educate business leaders in business model innovation and how Web 2.0 technologies and digitization is affecting the Swedish nationwide newspaper industry. Theoretical research in business models, Internet business models, business model innovation, digitization of media industries and Web 2.0 was complemented with empirical data collected primarily through semi-structured interviews with four of the largest Swedish nationwide newspapers, which are Aftonbladet, Metro, Göteborgs-Posten and Svenska Dagbladet. The conclusion of this research is that traditional business models related to print are loosing their effectiveness. Changing reading habits are moving the Swedish nationwide newspaper industry to digital channels, where newspapers are struggling with creating value networks and business models that are profitable. Web 2.0 technologies makes it possible for readers to be a part of the value creation process and readers are no long only used for capturing value in business models. The interviewed newspapers lacked capabilities to innovate their business models, which is one explanation for the crisis in the Swedish nationwide newspaper industry.

UddannelserCand.merc.mib Management of Innovation and Business Development, (Kandidatuddannelse) Afsluttende afhandling
Antal sider117