Document Type : Research Paper

Authors

• Vahid Khashei varnamkhasti ¹
• HamidReza Jafarian ²
• Zohreh Dehdashti Sahahrokh ³
• Habib Roodsaz ⁴

¹ Associate Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba`i University, Tehran, Iran.

² Phd student of Business Management, Faculty of Management and Accounting, Allameh Tabataba`i University, Tehran, Iran.

³ Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.

⁴ Associate Professor, Department of Public Administration, Faculty of Management and Accounting, Allameh Tabataba’i, Tehran, Iran.

Abstract

The increasing number and diversity of actors and strategic challenges, such as technological innovation and digitalization, make traditional top-down strategy formulation ineffective in the media industry. Instead, an emergent model is needed to understand the development of competitive strategies. This study aims to refine a model that introduces and prioritizes components of competitive strategy formation among new media industry and employs a mixed-methods approach. In the first phase, data were collected through content analysis of library related resources. Then, the second phase involved quantitatively validating the qualitative findings using the Delphi method and then prioritization using interpretive structural modeling (ISM).

The findings highlight three core dimensions—context, content, and process—in strategy formation, encompassing fourteen prioritized components which are proposed in four priority levels:

First: Audience engagement, change leadership, rapid adaptation to challenges, innovation culture, application of new technologies, use of data and algorithms, and exploitation of dynamic capabilities.

Second: Networked thinking, transparency in mission, and organizational willpower.

Third: Platform-based approach, government rules and policies.

Fourth: User awareness and satisfaction, alongside audience preferences and media consumption patterns.

Keywords

• Competitive strategy
• new media
• strategy formation
• Media Industry
• Interpretive Structural Modeling (ISM) method

Main Subjects

• Media Management