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 otherscustomisation, resource development and coordination, and dialogue-based marketing communicationpresent 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.
ARTICLE HISTORY
There is growing consensus that exogenous environmental changes can affect entrepreneurship. The external enabler framework, which provides the structures and terminology to analyze these enabling effects, has typically focused on new venture creation. In an attempt to extend the external enabler framework to corporate entrepreneurship and innovation, our longitudinal multiple-case study explores how environmental changes enable entrepreneurial initiatives in existing organizations. Our findings contribute to the external enabler framework, corporate entrepreneurship, and innovation literature by identifying new conceptual tools to understand the enabling effect of environmental change for the emergence, novelty, and persistence of entrepreneurial initiatives in existing organizations.
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