The Effect of Media Convergence on Exploitation of Entrepreneurial Opportunities - Núm. 34, Enero 2019 - Revista AD-minister - Libros y Revistas - VLEX 798249165

The Effect of Media Convergence on Exploitation of Entrepreneurial Opportunities

AutorAidin Salamzadeh - Mirjana Radovic Markovic - Samaneh Memar Masjed
CargoResearch fellow in Ondokuz Mayis University - Full time professor of Entrepreneurship - She has awarded her M.A from Ferdowsi University of Mashhad
Páginas51-68
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AD-MINISTER
ABSTRACT
This paper sheds light on specific aspect of Media Convergence which is not only about convergence and
similarity, but about divergence in different aspects and opportunities which bring up for entrepreneurial
activities. Problem area of this study is to understand how media convergence provides new business
opportunities in media markets and how media entrepreneurs can exploit those opportunities for
proposing value to target customers. This paper follows a quantitative research design. Therefore, 119
cofounders of small and medium media firms answered an online questionnaire, and the data was
analyzed by SPSS. Regression analysis was used to analyze the data. The findings reveal that four
types of divergence, including media distribution channels, media content producers, audiences, and
advertisers, affect exploitation of entrepreneurial opportunities in small and medium sized media firms.
KEYWORDS
Media Entrepreneurship; Media Convergence; Opportunity Recognition; Media Markets, Web 3.0.
RESUMEN
Este documento arroja luz sobre aspectos específicos de la convergencia de los medios de comunicación,
que se trata solamente de convergencia y similitud, sino de divergencia en diferentes aspectos y
oportunidades que se presentan en las actividades empresariales. El área problemática de este estudio
The Effect of Media Convergence on Exploitation of
Entrepreneurial Opportunities
El efecto de la convergencia de los medios de comunicación en el aprovechamiento de
oportunidades empresariales
AIDIN SALAMZADEH
MIRJANA RADOVIC
MARKOVIC
SAMANEH MEMAR MASJED3
JEL: M, M, M
Received:
Modified:
Accepted:
DOI: 10.17230/ad-minister.34.3
www.eafit.edu.co/ad-minister
1 Research fellow in Ondokuz Mayis University (Turkey). He has several publications in international
journals and participated in several conferences in some countries. His main areas of interest
are: start-ups, media entrepreneurship, social entrepreneurship, entrepreneurial universities, and
entrepreneurship policy making. He serves as the Editor-in-Chief of the Journal of Entrepreneurship,
Business and Economics (Canada), and as a member of the editorial board in several international
journals. He is also a member of the European SPES Forum, and the Asian Academy of Management.
ORCID: https://orcid.org/0000-0001-6808-1327. Email: salamzadehaidin@gmail.com
2 Full time professor of Entrepreneurship. She holds B.Sc, M. Sc. and PhD Degrees in Economics, as
well as Post Doctoral Studies in Multidisciplinary Studies in Lomonosow (Russia). She has served
as a professor at a number of international universities, foundations and institutes. In addition, she
is a Member of Scientific Council, National Ministry of Science, Serbia (2016), head of the Scientific
Centre for Economic Researches, Institute of Economic Sciences, Belgrade, Serbia (2008), Member
of Management Board of Institute of Institute of Economic Sciences (2008) executive of Research
Centre of Faculty of Business Economics and Entrepreneurship, Belgrade, Serbia (2017) and so forth.
Professor is a founder and editor in chief of three Peer Journals as follow: The Journal of Women’s
Entrepreneurship and Education (JWE), International Review (IR) and Journal of Entrepreneurship
and Business Resilience (JEBR). She has written more than thirty books and more than hundred peers’
journal articles. Her publications are published by top world publishing companies as Rutledge, Francis
Taylor, Springer, Palgrave McMillan, Emerald, Sage and IAP Publisher, IGI Global. ORCID: https://
orcid.org/0000-0002-5664-5196. Email: baharmemar2016@gmail.com
3 She has awarded her M.A from Ferdowsi University of Mashhad. She works as a risk assessor at the
National Iranian Oil Company. At the time of writing of this article, she prepares for entering to PhD
in Media Management. ORCID: https://orcid.org/0000-0002-5664-5196. Email: baharmemar2016@gmail.
com
AD-minister Nº. 34 january - june 2019 pp. 51 - 68 · ISSN 1692-0279 · eISSN 2256-4322
Aidin Salamzadehl · Mirjana Radovic Markovic · Samaneh Memar Masjed
The Effect of Media Convergence on Exploitation of Entrepreneurial Opportunities
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AD-MINISTER
es comprender cómo la convergencia de los medios de comunicación brinda nuevas oportunidades de negocio
en los mercados de los medios de comunicación y cómo los empresarios de los medios pueden aprovechar
esas oportunidades para proponer valor a sus clientes objetivo. Este trabajo realiza un diseño de investigación
cuantitativa. Por lo tanto, 119 cofundadores de pequeñas y medianas empresas de medios respondieron un
cuestionario en línea, y los datos fueron analizados a través del programa estadístico SPSS. El análisis de
regresión se utilizó para analizar los datos. Los hallazgos revelan que cuatro tipos de divergencias, que incluyen
los canales de distribución de medios, los productores de contenido de medios, las audiencias y los anunciantes,
afectan el aprovechamiento de oportunidades empresariales en pequeñas y medianas empresas de medios.
KEYWORDS
Emprendimiento de medios; convergencia de los medios de comunicación; reconocimiento de oportunidades;
mercados de los medios de comunicación, Web 3.0.
INTRODUCTION
Media Convergence has changed media markets significantly, in regard with the
value proposition, value chain and value chain players (Picard, 2010, Khajeheian et
al, 2018). By presence of Web 3.0, that is called co-operation and co-creation Web
(Fuchs, 2017), we stand on a breaking point in the media industries, so that the old
traditional value creation logic is obsolescing and a new one is emerging. This
period is a proper time for media entrepreneurs to act entrepreneurially to exploit
emerging opportunities (Khajeheian, 2013, 2017). This article is both a theoretical
and practical study of how media convergence eects on the market opportunities
for entrepreneurs. Media convergence is the process which opens up the window for
these entrepreneurial activities in media context by increasing the possibility to oer
dierent media content for very specific niche markets (Khajeheian, 2016; Labafi et
al., 2018). Some new sub-industries inside the media industry- such as video games,
augmented reality, mobile apps, social networks and so on- are the fast growing
subsectors of the media industries which are products of converged media, while
their divergence in nature and implementation makes them unique and potent for
playing a considerable role in the future of media industry.
OPPORTUNITY RECOGNITION THEORIES
The field of entrepreneurship has two general perspectives on entrepreneurial types and
the sources of entrepreneurial opportunities: the Schumpeterian (Hagedoorn, 1996)
and the Kirznerian perspectives (Kirzner, 2009). The Schumpeterian entrepreneur
is considered to be a creator of opportunities, creating new opportunities through
his creative destruction. While, the Kirznerian entrepreneur is considered to be a
discoverer of opportunities which arise from market [disequilibria] (Fuduric, 2008:3).
Joseph Schumpeter argued that entrepreneurs change the market equilibrium by
creative destruction process, which means innovation and oering new products
or services to the market. This creates new demand and thus changes the supply
demand curve in the economy and therefore entrepreneurs create opportunity by
changing the equilibrium using their creative destruction. Kirzner from the o ther

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