Abstract:
This paper explores the implementation of service-orientated strategies
within newspapers using SDL and servitisation as theoretical
departure points. This perspective helps to interpret the
advancements and barriers in the current marketing innovation
activities in the industry. Based on the exemplary case of the
award-winning Svenska Dagbladet, we show that use is made of
servitisation and SDL to the extent allowed by some strategic
determinants of institutional nature. While some components of
SDL have been implemented successfully others – customisation,
resource development and coordination, and dialogue-based marketing
communication – present managerial opportunities to
increase value co-creation. But for this to happen the industry
may need to consider changes in some of the institutional components
of qualitative news that today act as institutional limits to
innovation.
