Competitiveness in Emerging Markets PDF

Contributions to Management Science
Datis Khajeheian
Mike Friedrichsen
Wilfried Mödinger Editors
Competitiveness
in Emerging
Markets
Market Dynamics in the Age of
Disruptive Technologies
More information about this series at http://www.springer.com/series/1505
Datis Khajeheian • Mike Friedrichsen •
Wilfried M€odinger
Editors
Competitiveness in Emerging
Markets
Market Dynamics in the Age of Disruptive
Technologies
Editors
Datis Khajeheian Mike Friedrichsen
University of Teheran Berlin University of Digital Sciences
Tehran, Iran Berlin, Germany
Wilfried M€odinger
Stuttgart Media University
Stuttgart, Germany
ISSN 1431-1941 ISSN 2197-716X (electronic)

ISBN 978-3-319-71721-0 ISBN 978-3-319-71722-7 (eBook)
https://doi.org/10.1007/978-3-319-71722-7
Library of Congress Control Number: 2018937519
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To Hadi Zarea, the one without whom this
achivement would have never happened.
To my father, mother and brother, everything
of my life.
Datis Khajeheian
Foreword
While in the past decades the pervasive diffusion of a new paradigm based on ICT
and automation has led to a dramatic transformation of the competitive challenges
in all the industrialized and emerging economies, more recently the massive appli-
cation of AI and robots to both manufacturing and service industries has implied a
new wave of Schumpeterian “creative destructions” across all economic sectors.
In this turmoil, media industry is within the bulk of the technological revolution
with the main digital players (Facebook, Google, Microsoft, Apple, etc.) virtually
taking over the sector. Moreover, together with technological change on the supply
side, new patterns of consumption are also deeply modifying the demand side of the
competition struggle within the industry.
In this context, this book is a valuable contribution for three reasons. First—at the
macroeconomic level—it provides a comprehensive analysis of the new challenges
affecting the different actors (large and small firms, regulators, consumers) involved
in the new competitive game, with a focus both on the industrialized and on the
developing economies. Second—at a meso level—big conglomerates are studied
together with new and small firms in order to investigate their patterns of survival
and possible cooperation. Third—at a micro level—the different organizational
changes needed to cope with the new supply and demand conditions are investigated
in detail.
Therefore, ranging from macroeconomics to strategic management, this book
can be recommended to economists, management scholars, policymakers, business
men and practitioners interested in the media industry and its future perspectives.
Institute of Economic Policy Marco Vivarelli

Universita Cattolica del Sacro Cuore
Milano, Italy
UNU-MERIT
Maastricht, The Netherlands
IZA
Bonn, Germany
vii
Scientific Advisory Board and Reviewers
Prof. Naser Shams Gharneh, Amir Kabir University of Technology, Iran

Prof. Dr. Maria Alejandra Gonzalez-Perez, EAFIT Universidad, Colombia
Dr. Nick Hajli, Swansea University, UK
Prof. Marco Vivarelli, Universita Cattolica del Sacro Cuore, Milano, Italy
Dr. Gret Stal, Tim Foundation, Netherlands
Dr. Francois Nel, University of Central Lancashire, UK
Dr. Reza Tadayoni, Aalborg University, Denmark
Prof. Dr. Felix Humberto Londono Gonzalez, EAFIT Universidad, Colombia
Dr. Siavash Salavatian, IRIB University, Iran
Dr. Mohammad Sadegh Khayatian, Shahid Beheshti University, Iran
Dr. Mahdi Elyasi, Alameh Tabataba’i University, Iran
Dr. Esmaeil Ghaderifar, Institute of Technology Studies, Iran
Dr. Naser Ebadati, Zaminkav Research Institute, Iran
Dr. Taher Roshandel Arbatani, University of Tehran, Iran
Dr. Tahmoures Hasangholipoor Yasoori, University of Tehran, Iran
Dr. Nader Seyyed Amiri, University of Tehran, Iran
Dr. Hamza Khastar, Kharazmi University, Iran
Dr. Pantea Foroudi, Middlesex University London, UK
Dr. Seyyed Mehdi Sharifi, University of Tehran, Iran
Dr. Fatemeh Hamidi, Amir Kabir University of Technology, Iran
Dr. Banafsheh Dastourian, University of Tehran, Iran
Dr. Mona Zehtabi, Tehran Business School, Iran
Dr. Seyed Babak Ebrahimi, K.N.Toosi University of Technology, Iran
Dr. Mehdi Fateh Rad, Sharif University of Technology, Iran
ix
Contents
Part I Editorial
An Introduction to Competitiveness in Fast Changing Business
Environment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Datis Khajeheian, Mike Friedrichsen, and Wilfried M€odinger
Digital Transformation and the Effects on the Management
of Media Firms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Mike Friedrichsen
Part II Broadcasting
The Implications of Programmatic Advertising on the Business
Model of TV Broadcasters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
Henrik Jensen and Kristian J. Sund
‘Datafying’ Broadcasting: Exploring the Role of Big Data and Its
Implications for Competing in a Big Data-Driven TV Ecosystem . . . . . . 55
Paul Clemens Murschetz and Dimitri Prandner
Part III Small Media Firms

War of Attrition in Polish Video-Games Printing Press: Customer
Retention to Survive Printing Press in the Age of Digital
Communication Technologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Simon Gladysz, Datis Khajeheian, and Saeed Lashkari
Media Innovations in Digital Music Distribution: The Case
of Beeptunes.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
Taher Roshandel Arbatani, Hooman Asadi, and Afshin Omidi
Competitive Capabilities in Film Distribution Market: The Case
of Filimo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
Ali Hajmohammadi
xi
xii Contents
Part IV Individual Level: Media Entrepreneurs

Social Networks of Immigrant Entrepreneurs in Media Industry:
The Case of Iranian Immigrants in Canada . . . . . . . . . . . . . . . . . . . . . . 123
Mahdi Tajeddin, Amir Emami, and Abas Ali Rastgar
Impact of Leaders’ Characteristics on Competitiveness of Firms:
Applying Weber’s Charismatic Authority Theory to Leaders
of Post-Soviet Media Businesses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 145
Dinara Tokbaeva
Part V Media Law and Regulation

Lobbying Groups in Communications and Media Policies
in Brazil . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 175
Edgard Rebouças
Restrictions and Legal Challenges for Foreign Investment
in the Media Market in Iran . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
Fariborz Safari
Evidenced-Based Internet Policy for Emerging Nations: Maximizing
Network Investment and Local Content Development . . . . . . . . . . . . . . 211
Roslyn Layton
Part VI Startups and Small Enterprises

Start-up Boom in an Emerging Market: A Niche Market Approach . . . 233
Aidin Salamzadeh
The Challenges of Firms in Iraqi Kurdistan Economy in the Light
of Strategic Acquisition Theory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 245
Ahmed Omar Bali and Hadi Zarea
Competitiveness of Small Media Firms . . . . . . . . . . . . . . . . . . . . . . . . . 263
Somayeh Labafi and Idongesit Williams
Part VII Strategic Issues in Organizations

Rapid Internationalization Emerging Markets Multinationals
from Latin America: The Case of the AJE Group . . . . . . . . . . . . . . . . . 285
Veronica Duque-Ruiz, Juan Felipe Zuluaga,
and Maria Alejandra Gonzalez-Perez
Strategic Renewal in Corporate Entrepreneurship Context: A
Multi-case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 315
Amir Mohammad Colabi and Datis Khajeheian
Contents xiii
Measuring the Competitiveness Factors in Telecommunication

Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 339
Md. Nekmahmud and Shafiqur Rahman
Competitiveness in Banking Industry: A Study of Employee
Satisfaction, Customer Satisfaction and Productivity in Service
Quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 373
E. Enaworu, F.B. Adegboye, and H.U. Wara
Audience Engagement as a Competitive Advantage in Public
Television: Case of Gamification Use in IRIB IPTV . . . . . . . . . . . . . . . . 391
Kianoosh Karimi and Siavash Salavatian
Competition Outside the Field: Economics and Marketing
of Football in Iran . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 409
Datis Khajeheian and Amir Sedighi
Part VIII Empirical Researches

Impact of Situation in the Study of Gender Entrepreneurship
and Opportunity Evaluation: An Analysis of Risk Disposition . . . . . . . . 427
Amir Emami and Nader Naderi
Impact of Organizational Innovation, Learning Orientation
and Entrepreneurship on SME Performance: The Moderating Role
of Market Turbulence and ICT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 447
Pejman Ebrahimi, Bijan Shafiee, Abbas Gholampour, and Laleh Yousefi
Entrepreneurship and SMEs Performance: Studying the Mediating
Role of Innovation and the Moderating Role of Firm Size . . . . . . . . . . . 481
Pejman Ebrahimi, Hamid Reza Alipur Shirsavar, Fahimeh Forootani,
Najmeh Roohbakhsh, and Khosro Ebrahimi
The Impact of Business Ethics on Entrepreneurial Attitude
of Manager . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 503
Somayeh Moazami Goodarzi, Yashar Salamzadeh, and Aidin Salamzadeh
Effect of Competitiveness and Orientation to Export on Marketing
Strategy of SMEs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 541
Ali Salehi
Part IX Big Data, Machine Learning and New Technological Trends

Disruptive Innovation for Auto Insurance Entrepreneurs: New
Paradigm Using Telematics and Machine Learning . . . . . . . . . . . . . . . . 555
N. Arun Kumar and Siva Yellampalli
xiv Contents
Business Challenges of Big Data Application in Health

Organization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 569
Parisa Sadat Marashi and Hojatollah Hamidi
Big Data for Competitiveness of SMEs: Use of Consumer Analytic
to Identify Niche Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 585
Samira Nemati and Datis Khajeheian
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 601
Contributors
F.B. Adegboye Department of Banking and Finance, Covenant University, Ota,

Nigeria
Taher Roshandel Arbatani University of Tehran, Tehran, Iran
N. Arun Kumar UTL-VTU Extension Centre, Bangalore, Karnataka, India
Hooman Asadi University of Tehran, Tehran, Iran
Ahmed Omar Bali University of Human Development, Sulaymaniyah, Iraq
Amir Mohammad Colabi Tarbiat Modares University, Tehran, Iran
Veronica Duque-Ruiz Universidad EAFIT, Medellı́n, Colombia
Pejman Ebrahimi Department of Management, Rasht Branch, Islamic Azad
University, Rasht, Iran
Khosro Ebrahimi Department of Management, Rasht Branch, Islamic Azad
Amir Emami Kharazmi University, Tehran, Iran
Department of Management and Production Engineering, Politecnico di Torino,
Turin, Italy
E. Enaworu Department of Petroleum Engineering, Covenant University, Ota,
Nigeria
Fahimeh Forootani Department of Management, Public Administration, Kerman
Branch, Islamic Azad University, Kerman, Iran
Mike Friedrichsen Berlin University of Digital Sciences, Berlin, Germany
Abbas Gholampour Department of Management, Rasht Branch, Islamic Azad
xv
xvi Contributors
Simon Gladysz Molson Co., Szczecin, Poland

Maria Alejandra Gonzalez-Perez Universidad EAFIT, Medellı́n, Colombia
Somayeh Moazami Goodarzi Farabi Institute of Higher Education, Karaj, Iran
Ali Hajmohammadi University of Tehran, Tehran, Iran
Hojatollah Hamidi K.N.Toosi University of Technology, Tehran, Iran
Henrik Jensen Roskilde University, Roskilde, Denmark
Kianoosh Karimi IRIB University, Tehran, Iran
Datis Khajeheian Faculty of Management, University of Tehran, Tehran, Iran
Somayeh Labafi University of Tehran, Tehran, Iran
Saeed Lashkari University of Tehran, Tehran, Iran
Roslyn Layton Aalborg University, Aalborg, Denmark
Parisa Sadat Marashi Islamic Azad University, Tehran, Iran
odinger Stuttgart Media University, Stuttgart, Germany
Wilfried M€
Paul Clemens Murschetz Department for Media and Communications, Alpen-
Adria-Universität Klagenfurt, Klagenfurt, Austria
Nader Naderi Razi University, Kermanshah, Iran
Md. Nekmahmud Department of Marketing, Begum Rokeya University,
Rangpur, Bangladesh
Samira Nemati Department of Engineering, AlZahra University, Tehran, Iran
H.U. Olatunbosun Department of Business Management, Covenant University,
Ota, Nigeria
Afshin Omidi University of Tehran, Tehran, Iran
Dimitri Prandner Department for Communication Studies, Paris-Lodron-
Universität Salzburg, Salzburg, Austria
Shafiqur Rahman Australian Academy of Business Leadership, Sydney,
Australia
Abas Ali Rastgar Faculty of Management, University of Semnan, Semnan, Iran
Edgard Rebouças Federal University of Espirito Santo, Vitória, Brazil
Najmeh Roohbakhsh Young Researchers and Elite Club, Sirjan Branch, Islamic
Azad University, Sirjan, Iran
Fariborz Safari H. Masumeh University, Qom, Iran
Contributors xvii
Aidin Salamzadeh Faculty of Entrepreneurship, University of Tehran, Tehran,

Iran
Yashar Salamzadeh Graduate School of Business, Universiti Sains Malaysia,
Penang, Malaysia
Siavash Salavatian IRIB University, Tehran, Iran
Ali Salehi University of Tehran, Tehran, Iran
Amir Sedighi International Center for Sports Studies (CIES), Neuchâtel,
Switzerland
Bijan Shafiee Department of Management, Rasht Branch, Islamic Azad Univer-
sity, Rasht, Iran
Hamid Reza Alipur Shirsavar Department of Management, Rasht Branch,
Islamic Azad University, Rasht, Iran
Kristian J. Sund Roskilde University, Roskilde, Denmark
Mahdi Tajeddin John Molson School of Business, Concordia University, Mon-
treal, QC, Canada
Dinara Tokbaeva University of Westminster, London, UK
Idongesit Williams Aalborg University, Aalborg, Denmark
Siva Yellampalli UTL-VTU Extension Centre, Bangalore, Karnataka, India
Laleh Yousefi Department of Management, Rasht Branch, Islamic Azad Univer-
sity, Rasht, Iran
Hadi Zarea Khaneh Ketab Institute, Tehran, Iran
Juan Felipe Zuluaga Universidad EAFIT, Medellı́n, Colombia
List of Abbreviations
B2C Business-to-costumer
CEO Chief executive officer
CRM Customer relationship management
DSPs Demand-side platforms
EC Entrepreneurial cognition
EMMNEs Emerging Market Multinational Enterprises
FDI Foreign direct investment
FNDC National Forum for the Democratization of Communication
FNOL First notice of loss
FROI First report of injury
GCI Global Competitiveness Index
GRPs Gross Rating Points
ICT Information communication technology
ID Data and Information
IGL Innovation Growth Lab
IPTV Interactive protocol television
IRIB Islamic Republic of Iran Broadcasting
ISEFC ICT Startups Empowerment and Facilitation Center
IT Information Technology
KRG Kurdistan Regional Government
LRM Logistic regression model
NEMODE New Economic Models in the Digital Economy
PAYD Pay as you drive
PAYHD Pay how you drive
PPPs Purchasing power parities
RF Risky framing
SMEs Small and medium-sized enterprises
SNs Social Networks
SPRU Science Policy and Research Unit
xix
xx List of Abbreviations
SSPs Supply-side platforms

TV Television
UBI Usage-based insurance
VAS Value-added service
Part I
Editorial
An Introduction to Competitiveness in Fast
Changing Business Environment
Datis Khajeheian, Mike Friedrichsen, and Wilfried M€odinger
[The word of] New technologies is a historically relative

term. We are not the first generation to wonder at the rapid
and extraordinary shifts in the dimension of the world and
the human relationships it contains as a result of new forms
of communication, or to be surprised by the changes those
shifts occasion in the regular pattern of our lives.
Carolyn Marvin (1988: 3)
Abstract This chapter is an introduction to the book. It presents that this book aim
to provide the readers with a multidimensional insight about competitiveness in
different markets. The focus is mostly on small firms that are operating in commu-
nication technologies markets, especially media; but also larger organizations such
as broadcastings and other industries such as tourism, banking or football are also
involved in this collection. After two main sections of competitiveness and emerg-
ing markets, organization of the book has been presented.
Globalization, communication technologies, always-on mobile devices, interna-

tional free trade, global systems of banking and insurance, conglomerates and
world-wide consumption of media products have made the globe as an integrated,
interconnected and nested market. Multinational corporations are playing a decisive
role in exchange of product and services and acquiring a large market share in
international markets. Global brands are leading players of the market and there are
few spaces for small firms and enterprises. Surviving in such competitive global and
D. Khajeheian (*)
University of Tehran, Tehran, Iran
e-mail: khajeheian@ut.ac.ir
M. Friedrichsen
Berlin University of Digital Sciences, Berlin, Germany
W. M€odinger
Stuttgart Media University, Stuttgart, Germany
© Springer International Publishing AG, part of Springer Nature 2018 3

D. Khajeheian et al. (eds.), Competitiveness in Emerging Markets, Contributions to
Management Science, https://doi.org/10.1007/978-3-319-71722-7_1
4 D. Khajeheian et al.
local markets, is becoming more and more difficult, for both of small or large
organizations. Consumers consistently demand for more features with lower prices.
Conglomerates with their huge resources deliver new applications, software and
functions in free or with a very affordable price. New business models invented to
deliver more value for less spending.
In media industry, emergence of new technologies created some new concepts
such as media convergence. Emergence of different media resulted to E-merging
media (Feldmann and Zerdick 2004) that implies on integration of media functions
into one device, in the way that we experience today in our lives. Such advances
have changed the consumption habits and provided consumers with lots of choices,
while on the other hand resulted tougher competition among companies and firms to
deliver value to the more demanding consumers. Many new small firms entered the
market, thanks to reduction of entry barriers, and increased the importance and
share of small firms and enterprises in the markets.
This book, aims to provide the readers with a multidimensional insight about
competitiveness in different markets. The focus is mostly on small firms that are
operating in communication technologies markets, especially media; but also larger
organizations such as broadcastings and other industries such as tourism, banking
or football are also involved in this collection.
1 Competitiveness
The World Economic Forum, which measure competitiveness among countries since
1979, defines competitiveness as “the set of institutions, policies and factors that
determine the level of productivity of a country”. In this definition, “productivity” is
the main subject (world Economic Forum). Huang et al. (2016) believe that core
competitiveness of a company significantly depends on the strategic allocation of
human resources and the related policies. We consider competitiveness in two levels
of nation’s competitiveness and organization’s competitiveness.
In macro level (industry level), according to UK competitiveness Index (Huggins
and Thompson 2016), competitiveness has been considered as “the capability of an
economy to attract and maintain firms with stable or rising market shares in an
activity, while maintaining stable or increasing standards of living for those who
participate in it.” (Huggins and Thompson 2016). In this level, competitiveness
implies on ability of firms and business organizations of a country to perform,
without protection or subsidies, more successful than foreign competitors. To
measure the competitiveness in macro level, there are some measures such as
profitability, balance of foreign investments, national trade balance, and similar.
However, our focus in this book is on the competitiveness in organizational
level. Competitiveness in organizational level is highly under influence of Michael
Porter. His diamond model suggests four specific factors to explain why some
industries are more competitive than others. These factors include (1) firm strategy,
structure and rivalry, (2) Supported industries, (3) Demand Conditions, (4) Factor
conditions (Porter 1990).
An Introduction to Competitiveness in Fast Changing Business Environment 5
Porter continued his contribution in understanding of competitiveness by pro-

posing the ‘five factors framework’ that identifies the sources of competition in an
industry or sector. According to this framework, competitive rivalry is a product of
interaction of suppliers, buyers, substitutes and potential entrants and firms are
under pressure of four threats of entry, threat of substitutes, threat from power of
buyers and suppliers and threat of competitive rivalry (Porter 1980). This frame-
work enhances our understanding from competitiveness that has been gained from
diamond model, and connects macro level with organizational level. These five
factors are not independent, but highly related to each other: “Pressure in one
direction can triggers off changes in another in a dynamic process of shifting
sources of competition” (Johnson et al. 2005: 80).
It must be noticed that competitiveness is not a zero-sum game, and does not rely
on the shifting of a finite amount of resources from one place to another, but it
involves the upgrading and economic development of all places together, rather
than the improvement of one place at the expense of another (UK competitive index
Huggins and Thompson 2016: 7).
However, competitiveness does involve balancing the different types of advan-
tages that one place may hold over another, i.e. the range of differing strengths that
the socio-economic environment affords to a particular place compared to else-
where (Ibid).
2 Emerging Markets
A common misunderstanding is to confuse about emerging markets and emerging

economies. Emerging economies are including of five countries of Brazil, Russia,
India, China and South Africa, addressing as BRICS, that are the fast developing
countries which economically are close to developed countries (Yago et al. 2008).
But according to Khajeheian (2017), emerging markets include but are not limited
to these emerging economies, and is a more expansive concept that include any new
market for products or services that is appearing from change. He articulates six
types of changes that create emerging markets: (1) change in technology, (2) change
in consumption habits, (3) change in demography, (4) change in law and regula-
tions, (5) change in social demands, and, (6) change in values. These changes create
many new markets and at the same time diminish many of existing markets.
This book, as its title implies, focuses on change in technology and how in the
age of disruptive technologies, these changes create new and emerging markets for
firms and enterprises, or how new processes and products enable organizations to
compete more effectively. The core idea of this theme is that by introduction of new
technologies, some new value propositions become possible, including new prod-
uct, process and services, and consequently some niche markets appear that did not
exist before, or did not valuable to cover because of cost and limitations in
technology. These new markets are great opportunities for many organizations,
especially for small firms with small market share and limited resources to leverage
their innovativeness and agility to exploit these business opportunities.
At the same time, these technologies extinct some of existing technologies or

make them ineffective and disadvantageous. Thus they are challenges for many of
organizations with a considerable market share and a possession in the current
markets. Extinction of some technologies for these established organizations means
the necessity of renovating the processes and adapting with new requirements. Also
threat of new entrants is a product of these new technologies.
For an example, by introduction of digital technologies media industry experienced
a dramatic change in structure of competition and value chain. Before digital revolu-
tion and in regard with expensive prices of equipment and technology, production of
media content was costly and capital-intensive activity. Accordingly, media organiza-
tions were large incorporations with advantage in access to resources and operational
capabilities. Digital revolution dramatically reduced the cost of equipment and made it
possible for individuals to perform the core process of production in their PCs.
Affordable prices of software and computer equipment, made every single laptop or
PC a studio of production. Thus large media companies threated by a large number of
individuals and media entrepreneurs. Then, appearance and popularity of web 2.0 and
social media, threated large media organizations in the distribution process too. With
no need to traditional distribution channels, producers, content generators and artists
could address the target customers directly and needlessly to the intermediary chan-
nels. And then, by pervasiveness of smartphones and popularity of applications,
platforms became the arena of competition. Companies such as Facebook, Google,
Microsoft and Apple that were known as technological companies, became large
players in media industry, because of their place in distribution part of value chain.
Media industry is a fair example of how disruptive technologies may revolutionary
change basis of competitiveness. Threats from new entrants, substitute services, power
of buyers and users and threats of suppliers dramatically changed the competition in
this industry. Same, with different levels, can be seen in other industries such as
telecommunication, biotechnologies, tourism, etc. for this reason, a major part of this
book is allocated to chapters that provide insight about these industries to shed a light
on the changes in doing business and to adapt with shifts in competitive advantages.
One importance of this book is to focus on competitiveness in the markets that
are highly protected by subsidies, monopolistic rights and similar protections.
Success of firms in such markets is not necessarily reflection of their competitive-
ness, but it comes from their advantage in using such monopolistic benefits.
Understanding how to obtain and sustain the competitive advantages, empowers
companies and firms in emerging economies to enhance their competitiveness
capacity to expand their markets.
3 Target Readership of This Book
This book has been developed for three specific categories of readers. The first
category includes researchers, academics and students in the fields of business,
entrepreneurship, media management, economics, marketing and related areas of
interest. All the chapters of this book have been authored by academic professors
and scientists and they have been reviewed and evaluated by academic criteria and
merits. Sections such as methodology, literature review, theoretical framework or
models are fixed parts of these chapters, thus they can be considered as teaching
materials for students.
The second category of readers includes practitioners of the related fields. Media
managers, entrepreneurs, small business owners and similar professions can learn
from the experiences that have been told from the cases in different industries and
in different situations. Business models, marketing solutions, customer retention,
challenges and opportunities and similar practical issues have been covered by the
chapters of this book. By reading these chapters, practitioners, managers and
entrepreneurs can achieve new insight in regard with their businesses.
The third category of readers are policy makers. It is expected that by reading of
this book, policy makers and people who are in charge of setting regulations look at
the competition and emerging markets with a new perspective and to consider the
requirement of more competitive firms with a new insight. A part of this book is
also specified to media law and regulations for these readers.
4 Organization of This Book
This contributed book is organized in 9 parts and 29 chapters. All chapters,

excluding introductory ones, have received at least one round of review. Some
chapters reviewed and revised up to four rounds by reviewers from the related fields
of expertise.
Forty-six authors from 16 countries involving all five continents of the globe
have participated in this collection. Diversity of countries is a strength of this book,
because it provides perspectives from different markets and societies. By their
affiliations, authors from Canada, Colombia, Brazil, UK, Denmark, Germany,
Austria, Switzerland, Italy, Poland, Iraq, Iran, Nigeria, India, Bangladesh and
Australia have written for this book. Alongside the local markets, also additional
markets of countries like Peru, Russia and Kirgizstan has been studied in associated
chapters. Such geographical involvement is expected to give valuable insight
toward the subject of competitiveness from various perspectives.
Part I, Editorials, involves two introductory chapters. After this editorial, Prof.
Friedrichsen explains the effect of digital transformation on the management of
media and shows how digitalization revolutionalizes the media industry and how
new business models develop during this evolution. This chapter shows how media
managers must develop their abilities to face with.
Part II brings together two articles in the subject of ‘TV Broadcasting’ from
Denmark and Austria. In chapter “The Implications of Programmatic Advertising
on the Business Model of TV Broadcasters”, Kristian Sund and Henrik Jensen
discuss how programmatic advertising can be used as a business model for TV
broadcasts. Paul Murschetz and Dimity Prandner in chapter “‘Datafying’
Broadcasting. Exploring the Role of Big Data and its Implications for Competing in
a Big Data-Driven TV Ecosystem” shed a light on the TV ecosystem that emerges
from Big Data. How It shows how ‘datafying’ effects on competition among
broadcasting companies.
Part III changes the focus from large media organizations to small media firms.
In this part, three cases from Poland and Iran provide new learnings about chal-
lenges of media enterprises in competitive and fast changing environment. Printing
press are under intensive pressure of internet and web and experience tough time in
customer retention. Simon Gladysz, Datis Khajeheian and Saeed Lashkari
explained a case study of a Polish video-game magazine that is faced with chal-
lenges of decline phase. The focus of this case is on customers’ retention. Then, two
case studies of Iranian digital entrepreneurs have been presented. A startup in music
distribution (Beeptune) and an online video streamline (Filimo) startup have been
presented by authors from University of Tehran to show how startups in a devel-
oping market work.
Chapters in Part IV continue the focus on the media industry, but shift the scope
on micro level: how media entrepreneurs exploit opportunities of emerging mar-
kets. Two cases have been presented. The first studies how Iranian immigrants
benefited from their social networks to run successful startups in Canada. Then
Dinara Takbaeva from University of Westminster presents impact of characteristics
of media entrepreneurs on success of their startups in post-soviet countries.
Part V presents three chapters in the subject of media law and regulation. Firstly,
Edgard Reboucas from Federal University of Espirito Santo shows the role of
lobbying groups in communications and media policy in Brazil. This chapter pro-
vides useful information for understanding of how powerful players effect on
setting communication policy. Following him, Farborz Safari studies neighbor
market and explains restrictions and legal challenges of Foreign Investment in the
media market of Iran. Finally, in this part, Roslyn Layton, an experienced American
expert in net neutrality discusses internet policy for emerging nations. This part
provides a consolidate and consistent view of media low and regulation and how it
effects on competition on media market.
Part VI continues the discussions of Part III but more broadly on startups and
entrepreneurship. Aidin Salamzadeh studies startup booms in emerging markets with
a niche market approach. Following this niche market approach, Ahmed Omar Bali
and Hadi Zarea reveals the challenges of startup firms in Iraqi Kurdistan by using of
strategic acquisition theory. Finally, competitiveness of small firms in different media
sectors of Iran is the subject of chapter “Measuring the Competitiveness Factors in
Telecommunication Markets” that is authored by Somayeh Labafi from University of
Tehran and Idongesit Williams from Aalborg University.
Part VII of this book includes chapters on strategic issues in organizations.
Veronica Duque, Juan Felipe Zuluaga and Maria Alejandra Gonzalez-Perez from
EAFIT Universidad of Colombia presented a case of AJE group to show rapid
internationalization of a Latin American multinational company. Amir Mohammad
Colabi and Datis Khajeheian presented a multi-case study of corporate entrepre-
neurship to explain how strategic renewal helps enterprises to keep their
competitiveness. Then, competitiveness factors in telecommunication markets of

Bangladesh has been discussed by a team of authors from Bangladesh and
Australia. Similarly, competitiveness in Banking Industry has been discussed by a
team of authors from Nigeria. Finally, Kianoosh Karimi and Siavash Salavatian
from University of IRIB shares their findings of a project to use audience engage-
ment in IPTV of Iranian national broadcast. The reason for not putting this chapter
in Part II is that the focus of this chapter is mostly on mechanism of audience
engagement, rather than how broadcasting works. Last chapter in this part is a
strategic analysis of football economics in Iran that has been presented and pro-
vided by Datis Khajeheian and Amir Sedighi in the context of Iranian Premier
league. They showed how by implementation of established and well-known
strategies in B2B and B2C levels, club managers can enhance their club’s financial
situation.
Part VIII is a mix of selected papers from international conference of research in
innovation and technology that successfully held in Tehran at 20th July 2016, and
some received contributions with similar topics or methodologies. Firstly, Amir
Emami analyzes risk disposition to show its impact on the gender entrepreneurship
and opportunity evaluation. Although this chapter could place in part “media small
firms”, but its quantitative methodology made it in line with its following chapters.
Then six selected chapters from above mentioned conference placed in this
chapter. Impact of organizational innovation, learning orientation and entrepre-
neurship on SME performance studied by Pezhman Ebrahimi et al. Then, ethics
have been considered by Somayeh Moazami Goodarzi, Yashar Salamzadeh and
Aidin Salamzadeh as a determining factor in success of firms. They show the
impact of business ethics on entrepreneurial attitude of managers. Then another
research paper on entrepreneurship and SME performance is presented with similar
methodology. Finally, Ali Salehi studied the effect of degree of competitiveness
and orientation to export on marketing strategy of SMEs.
Part IX, the last part of the book, includes articles with technical themes, mainly
big data and machine learning as the main theme. Arun Kumar and Siva
Yellampalli show how telematics and machine learning can result a new area of
entrepreneurial activity in automobile insurance. Parisa Sadat Marashi and Hodjat
Hamidi reveals the business challenges of big data application in health organiza-
tions. Finally, Samira Nemati and Datis Khajeheian continue the subject of previ-
ous chapter with application of big data for identifying and exploiting the
opportunities in niche markets.
5 Acknowledgements
In provision of this book, many people played an influencing role. Firstly, we must
appreciate Prashanth Mahagaonkar, the series editor of springer’s proceedings in
business and economics for his sincere efforts in accepting the proposal of this book
and then to facilitate the production process. Then we sincerely acknowledge
academic members of the faculty of management in University of Tehran, espe-

cially Prof. Taher Roshandel Arbatani for his supportive activities during the
editorship of this book and Prof. Tahmours Hasangholi Pour, the dean of the faculty
for his constructive role in developing of this book. Another special thanks is for
Academic members of Center for Communication, Media and Information Tech-
nologies in Aalborg University of Denmark, especially Dr. Reza Tadayoni and
Prof. Knud Erik Skouby. Thenafter, we acknowledge Prof. Naser Shams Gharneh,
who had an active and determining role as president of conference of research in
innovation and technology to collect the editors toward the development of this
book. We appreciate Ali Hajmohammadi for his sincere service in professional
English proof editing of many chapters of this book. Also we have a special thanks
to Afshin Omidi for his sincere efforts, especially in creation of two sections of list
of abbreviations and index for this book.
There are also many other people who assist us during the editorship of this
book. Some names are Siavash Salavatian, Fatemeh Hamidi, Zahra Zarea, Behzad
Behzadnia, Seyyed Mehdi Sharifi, Naser Ebadati, Alborz Hoseeini, Davood
Khajeheian, Ali Moaref, Damoon Pourhosseini, Somayeh Heydarali, Banafsheh
Dastourian and Samira Nemati.
Last but not least, we sincerely acknowledge all reviewers that by their strict
evaluation of chapters helped us to pick the best chapters for this book. Without any
of above mentioned people, this book couldn’t be in such quality.
As editors, we hope all the readers of this book will find it useful, informative
and in worth of reading. Nothing will be more encouraging for us to receive
constructive feedbacks of the readers and to know that our time and efforts have
resulted a productive material.
Best from Tehran, Berlin and Stuttgart;

Datis, Mike and Wilfried
References
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A. Zerdick et al. (Eds.), E-merging media (pp. 19–29). Berlin: Springer.
Huang, K. W., Huang, J. H., & Tzeng, G. H. (2016). New hybrid multiple attribute decision-
making model for improving competence sets: Enhancing a company’s core competitiveness.
Sustainability, 8(2), 175.
Huggins, R., & Thompson, P. (2016). UK competitiveness index 2016. Cardiff: Centre for
International Competitiveness.
Johnson, G., Scholes, K., & Whittington, R. (2005). Exploring corporate strategy: Text and cases.
London: Prentice Hall.
Khajeheian, D. (2017). An introduction to emerging markets. Global Media Journal—Canadian
Edition, 1–8.
Marvin, C. (1988). When old technologies were new: Thinking about electric communication in
the late nineteenth century. New York: Oxford University Press.
Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competition.
New York: Free Press.
Porter, M. (1990). Competitive advantage of nations. London: McMillian.
Yago, G., Barth, J. R., & Zeidman, B. (Eds.). (2008). Entrepreneurship in emerging domestic
markets: Barriers and innovation (Vol. 7). New York: Springer Science & Business Media.
Datis Khajeheian is an assistant professor of media manage-

ment in University of Tehran. He awarded his M.A in entrepre-
neurship (New Venture Creation), a PhD in media management
and a post-doc in media entrepreneurship. He serves as a lecturer
in Center for Communication, Media and Information Technolo-
gies in Aalborg University, and as a visiting fellow in Berlin
University of Digital Sciences. Focused on media technology
entrepreneurship as his main area of interest, Datis is head of
the special interest group of “Emerging Media Markets” in the
European Media Management Association (EMMA) and
founding editor-in-chief of ‘Journal of Media Management and
Entrepreneurship’ (JMME). He has authored numerous articles
and books in English and Persian and has served in editorial roles
of several academic journals.
Mike Friedrichsen is a professor of media economics and

media innovation at the Stuttgart Media University and founding
director at the Berlin University of Digital Sciences. He has
studied business administration, political economics, journalism
and political sciences in Kiel, Mainz and Berlin. He earned his
doctorate at the Free University of Berlin in 1996 at the Institute
of Empirical Market and Communication Research. His main
research interests are media management and media economics,
digital communication, new media technologies and business
communication. Mike Friedrichsen emphasizes transfer between
the university and economy and leads several networking orga-
nizations. He is author and editor of several books and has also
published in different journals.
Wilfried M€ odinger is a professor of marketing and management

in Stuttgart Media University. In 2008, he founded the Institute of
Sustainable Leadership at the Steinbeis University of Berlin with a
Management Executive Board for Sustainable Management and
Sustainable Leadership. He also holds numerous international
professorships including faculty member of IBR, School of Exec-
utive Management, Steinbeis Hochschule Berlin, focusing on
marketing in the MBA programme in Eastern Europe; visiting
professor at the Universidad de las Americas, Puebla, Mexico;
visiting professor at Welingkar Management Institute, Mumbai,
India; and associate professor at Da Vinci Institute, Johannesburg,
South Africa; Prof. Dr. Wilfried M€ odinger is accredited in Bonn
(FIBAA) at the International Foundation of the leading associa-
tions of the German, Austrian and Swiss economies.
Digital Transformation and the Effects
on the Management of Media Firms
Mike Friedrichsen
Abstract Digital transformation revolutionized processes, business models and

value delivery to customers. This chapter discusses how digital transformation
effects on media management. For this reason, firstly this trend is defined and
different aspect of it has been shown. Then media industries and how they have
been effected by digital disruption has been studied. Success of firms like Google
and Facebook is explained under effect of digital transformation in media industry.
The main contribution of this chapter is to shed a light on the way digitalized firms
work in the new media ecosystem. Business models of Internet platforms in digital
economy shows how media firms face with challenges such as flexibility of work,
proactive support of employees, personal communication within the firms and how
this forms work effectively.
1 Introduction
In the context of Internet, Media firms cannot renounce established digital process
structures with IT-supported technology any more. With the digital transformation
it concerned a trend in the beginnings whose effects and change processes for the
value added structures draws so slowly in the heads of the decision maker.
“Digital transformation is the application of technology to raise the performances or
the reach of company drastically—instead of implementing only new technologies, on
this occasion, it is about the trans-staggering and advancement of the company
processes, the customer’s experience and the business models.” (cf. Albrecht 2015,
p. 3) Firms are confronted with new challenges: From personalized customer’s com-
munication and the automation of business processes about the rising media conver-
gence up to the subject Big Data. So volumes of data never were in the circulation of all
systems and platforms which show a monetary as well as social capital for company.
M. Friedrichsen (*)
Berlin University of Digital Sciences, Berlin, Germany
e-mail: friedrichsen@berlin-university.digital

14 M. Friedrichsen
Therefore the digital transformation and authenticity also shows a success factor for
innovative business models and process models—quintessential points of the digital
economy.
In this chapter the essential aspects of the digital transformation are briefly
shown at the beginning. In a second step follows the analyze of the meaning and
challenges for media firms. In this context the subjects Digital Trust and Digital
Workplace are considered more exactly. In a last step the implications for the
business models are evaluated.
2 Digital Transformation
The concept of the digital transformation is omnipresent in the private, as well as

enterprise sphere and has developed to a description for all change processes.
Berman defines this misalignment as an “evolution of the digital transformation”
(Berman 2011, p. 2), (Fig. 1).
Nevertheless, according to context there is a variety of the definitions which
focus themselves more or less on different aspects. From the word meaning of
“transformation” can be derived that it concerns a change process, so a change
which is done by one or several drivers and influences the mutual respect of
different subjects basically. In case of the digital transformation are these digital
media and the Internet, as well as the new technologies walking along with it, like
Social media, mobile, Big Data, Analytics or Embedded Devices, but also they
Fig. 1 Evolution of digital transformation (Source: Berman 2011, p. 2)

Digital Transformation and the Effects on the Management of Media Firms 15
communicate the way, how company to customers (new requirements, new com-
petitors) and the people to each other (cf. The Guardian 2015).
Thus allow mobile Devices, for example, new business scenarios, cloud
computing raises the agility of company, Big Data helps company in innovations
and Social media transforms whole core processes by new communication
forms.
At traction has shown this connection of the different subjects in the following
graphics (Fig. 2).
Roland Berger Strategy Consultants and the Bundesverband der Deutschen
Industrie (2015) understand digital transformation “[. . .] as universal interlinking
of all economic areas and as an adaptation of the actors to the new circumstances of
the digital economy. Decisions in linked up systems enclose date exchange and data
analysis, calculation and assessment of options as well as initiation of actions and
introduction of consequences”. Besides, these new tools “[. . .] will radically change
many established business models and value added processes [. . .]. Nevertheless,
the digital economy forces not only the optimization of existing business models,
they also promise new, up to now unused value added potentials” (Roland Berger
Strategy Consultants 2015).
Fig. 2 Curve diagramme digital transformation (Spring: at traction 2015)

16 M. Friedrichsen
Besides, the digitization is not limited to the Internet. “Because the Internet is
influencing the everyday life, in objects and places, it is a separation of the digital
sphere and therefore also the separation of stationary and digital trade, private
consumption and purveyance looks in the long term senselessly.” (Roland Berger
Strategy Consultants 2015).
It is unclear with all considerations, when the process of change of the “Digital
transformation” is closed. Because “digital transformation” describes only the
process/way itself and has no universally valid aim, one is definition specifies
with reference to different aspects hardly possibly. In case of the basic definition
one could say theoretically that a company is transformed digital, as soon as
systems are tied together so and processes are so organized that they can adapt
more agile to new developments.
In the context of the digitization in firms company the most different subjects are
interesting. Bitkom calls in the study “d!conomy—the next step of the digitization”
as technology trends cloud Computing, Cognitive Computing, Big Data Analytics,
the Internet of the things, the high number of mobile terminals and rising fluctuation
margins (cf. Bitkom 2015a), while CSC in his study “digital agenda 2020” the
subjects Big Data, digitization of products & services, process digitization and
process automation which calls use of real time dates for decisions, Data Science
and digital marketing channels (cf. CSC 2015). And Capgemini judges in the
publication “Digital transformation review N 08. The New Innovation Paradigm
for the Digital Age: Faster, Cheaper and Open” the subjects Collaborative Robots,
machine Learning & Artificial Intelligence, as well as Open Data as especially
important (cf. Capgemini Consulting 2015).
By the different market observers and putative experts are called out totally
different subjects. These can be assigned to different areas and divided, e.g., into
“technologies”, “methods” and “culture” and a clear demarcation is not always
easy. Methods in the machine Learning context prove, e.g., only sense if suitable
Big Data technologies are available. The areas are based on each other and what is
today an “innovative digital culture”, belongs in a few years to the enlarged tool box
of a company, until it is so everyday, finally that it is only a technology of many.
A fulcrum and pivot for the variety of new technologies and methods are an
employee with suitable competence. The fact that it does not concern with this
statement “old wine in new tubes”, the answers of German firms to the question
show whether in her opinion the present training profiles must be adapted before the
background of the digitization. Besides, 76% of the questioned companies recom-
mend changes in the existing education and 29% of the companies hold even
completely new qualified jobs for necessary (cf. Bitkom 2015b).
What remains is the question whether these investments are sufficient to remain
an attractive employer and therefore in the market successful also in future.
Besides, it is on the one hand about the height of the investments to be effected,
on the other hand about what the companies can offer to the (possible) employees,
in addition. Besides, big companies also orientate themselves increasingly by
digital pioneers like Google or other (former) startup companies from California
(cf. CIO.de 2015).
3 Digital Transformation as a Key to the Success
By the new technologies and trends which present themselves by the possibilities of
the Internet firms must adapt themselves faster and faster to the demands and
expectations of the customers not to disappear from the image plane. With this
phenomenon above all big groups must fight who have properly rested on her many
years’ success and stand meanwhile before an immense layout. However, is the
digital transformation for everybody a key to the success?
3.1 Industries in the Digital Change
A study of the consulting firm Deloitte Digitals with the title “Digital Disrup-
tion—Short Fuse, Big Bang?” points out which effect will have digitization in the
future on the different industries (cf. Econsultancy 2013). It is clear to recognize
that the industries are concerned whose products are already digitized or the
products which can be offered by the application of new technologies faster, more
for a good price and more comfortably for the end user. The latter is already since
longer time by retail the case and has plunged name-like groups like Springer,
Neckermann, Schlecker and Karstadt in the ruin. These traditional companies
have recognized the trend too late and were sold by startup companies and
competing companies. Even of the electronics reams media Market is begun
only in the beginning of 2012 in the online age to exist beside competitor like
Amazon or eBay (Fig. 3).
No industry is safe from digital transformation. Merely the civil engineering and
the chemical industry, as well as gas groups and oil companies will note little
influence on the business by the digitization during the coming years. The media
industry gets the changes especially strongly by firms who enter the media market
as cross-borderers.
3.2 The Success of Firms Like Google and Amazon
Google has grown in few years of a searching machine operating authority to a

gigantic group which is traded beside Apple as one of the most valuable brands. A
company comparable with Google is Amazon which became known by online trade
of books and also has begun as a startup company. However, what makes these both
companies so successful in contrast to classical companies, for example, the car
industry, the telecommunication technology or the retail trade? Google as well as
Amazon invest billion dollars in the growth of competence by the takeover of
company and the employment of top executives from various industries. Besides
Google pursues own research centre for the development of so-called moonshot
18 M. Friedrichsen
Einflussstärke (in % des Wandels am bestehenden Geschäft)

KURZE LUNTE, GROSSER KNALL 50 LANGE LUNTE, GROSSER KNALL
45
IKT &
Medien Banken 40
Einzel- Versicherungen
handel Bildung 35
Produktion
Professional Gesundheits-
Services 30 wesen
Energie- Transport
versorgung
Immobilien 25
Landwirtschaft
Freizeit & 20 Regierung

Reisen
Zeitverlauf (in Jahren) Gastronomie 15
0 1 2 3 4 5
Bauwesen 10
Bergbau, ÖI,
5 Gas, Chemie
0
KURZE LUNTE, KLEINER KNALL LANGE LUNTE, KLEINER KNALL
Fig. 3 Duration and effects of the digital transformation (Source: Statista 2015)
projects which should revolutionize the world. The list of the fields of research is
long and promising (cf. Bluemind 2014):
• Project Loon: Should the care of rural and remote areas with Internet allow by
means of a balloon floating in the stratosphere.
• Project Baseline: Changes in the body should be registered over a sensor and
warn the person, before an illness breaks out generally.
• Project Wing: By means of a drone packages should be delivered in future.
• Automative car: Development of a car which takes part independently in the
traffic and reacts to events autonomous.
• Intelligent contact lens: A contact lens which is equipped with a sensor which
misses about the tear liquid the blood glucose and informs the bearer about his
smartphone or other Wearables about that.
• Google Brain: The investigation of neural nets for the improvement of Googles
of own speech recognition.
• Makani: A special wind turbine which hangs few meters above the earth’s
surface and converts wind into energy.
• Brillo/Weavs: If an operating system and an interface is to the communication
between various terminals in the Smart Home area.
Beside the research projects Google has positioned itself already by many
products in the most different industries. Google offers smartphones with his own
developed operating system Android, has recently begun the streaming service
Youtube Red and supplies company with complete IT infrastructures. Now even
in the politics Google wants to be involved to optimize processes and decisions on
the basis of accumulated dates. The recipe for success for Google seems to be
reflected in the business philosophy (cf. Google 2016):
• “The user comes first, all other arises by itself.”
• “Good is not good enough.”
The group makes by his products the life of the people easier and, besides,
collects dates and knowledge which is used for the optimization of the products and
for the use in other areas. The demands of the users should be thereby recognized
early and be reacted accordingly with suitable products and improvements. The
example Google already shows how old value added structures can originate
distraught and new digital business models can arise. The problems associated
with size and power of this “giant” Google are different challenges.
3.3 Challenges and Measures for the Coping
In contrast to Google in many media firms—predominantly in the middle class

lack—there is a lack of strategies to the digitization of the existing business models
and to the Enabler resulting from it for new business portfolio to get a competitive
advantage. Strategy approaches must be developed which support company to
integrate new technologies into her company scenery. In addition companies
must define, primarily, a clear vision and aims which are necessary for digitization
and the application of new technologies. Without conviction from the management
and his communication in all departments of the company no firm will succeed in
positioning itself to this change and in generating a sustainable success.
For the coping of the digital transformation and as an additional innovation
driver, for example, the so-called SMAC concept is used, which unites four different
technologies from the information technology (cf. Capgemini consulting 2013).
• Social: Not only the presence of the company is understood by Social on social
networks, but also the cooperation and communication within the company and
with partners. However, Social media also serves as a source of information
about product opinions and service opinions, about satisfaction of the customers
and reveals new trends and demands.
• Mobile: It enables to users to have access to information and to use services
everywhere and any time about mobile terminals. The new services can be
thereby created, which already make existing products more attractively and
more efficiently for the customer.
• Analytics: The collection of dates (Big Data) and the use of a Data Warehouse is
used for the improvement of products, the marketing, to analysis of customer’s
demands and to support of the management.
• Cloud: Reducing the paging of own IT infrastructure in the cloud around the
complexity on the one hand of the IT and to guarantee reliability to the other. For
firms with little capital or for startup companies the cloud is a suitable tool to
invest less money in the infrastructure and to focus itself on the business.
20 M. Friedrichsen
By the combination of these four technologies innovative business models can

be developed (new products), business processes optimize (reduction of costs and
increased efficiency in the firm), a stronger customer’s connection by personalized
offers and to allow a brand loyalty.
However, the digital transformation contains not only the introduction and the
application of new technologies, but even more the adjustment of the strategy and
the adaptation of the firm’s culture. In addition, completely new questions position
themselves to the contact with the dates and with it linked trust structures.
4 Digital Trust
In the end, is an essential aspect that also personal or personal specifications can
arise from an amount from dates. Established clientele dates, staff dates, financial
reference numbers or private conversations within the social networks which are
treated by the current situation in view of spy scandals of securities or various
hacker attacks have to be handled with special care. Consequently the question is
arising for company, customer and user of digital technologies which precautions
can be taken or exist generally in available process structures. That’s why firms
stand also before the challenge of a comprehensive Security politics of her IT
systems and the protection of the datasets as well as the protection before hacker
and Cyber Crime attacks.
The real problems arise particularly at medium-sized firms who often dispose of
no special security department which provides “for the fact that systems are not
accessible and vulnerable so simply on the Internet” (Maier 2015). So that medium-
sized firms win more security in dealing with the digital business models of the web
3.0 and are not deterred by the complicated IT Security topic, must be increased
standardized security technologies to protect thus the chances on the competitive
market. Must-haves for it are, e.g., sure encoding and authentication procedures,
identity and Access management and the protection of own telecommunication
networks. However, not only technical standards are tools for a reliable and widely
independent contact with the digital transformation. All communication and use of
innovative technologies requires some degree in trust which is demanded of
employees as well as customers and Stakeholdern. The classical Face-To-Face-
communication is often replaced by digital exchange of information by means of
Internet-based applications to bridge spatial distances or temporal restricted slots.
Also the use of mobile Devices rises with the change of the innovations increasingly
in the business everyday life and therefore also the consciousness to accept risks.
Digital trust—“the trust of all partners in digital business models and office
routines” (Bitkom)—shows therefore one of the mainstays of digital economy and
communication. Therefore, it is so important for users, “because it is impossible to
weigh all potential risks of the Internet and to determine the likelyhood of the entry
of these risks” (Herckersbruch 2013). From the business view, the digital trust
represents a condition for interactions and cooperation of all in-house expiries, as
well as for company-engaged units—for example the customers or Stakeholder.

From the technical perspective clarification and knowledge creation means
departmental-covering for the employees of a company in the area of data security
and data protection.
The important factors Digital trust can be divided into the core components ID,
Data and information, Communication, Relationship and Technology (cf. PWC).
The component ID describes brought trust from Stakeholdern and customers in the
security of identities. The identity refers to the protection of own identity and with it
of the personal or business-related dates, but also to the trustworthiness and
authenticity of the operating business partner.
In view of the date exchange and exchange of information (Data and informa-
tion) the application and the use of the respective well-chosen technologies shows
the probably most important factor, because dates can be success-bringing in the
age of Big Data and therefore also sensitive dates. Particularly cloud applications
and the data management in cloud services are looked often doubtfully. The trend
of the Sharing Economy, so “the quick and efficient access to the most varied
resources about mobile Devices and applications as well as about cloud-based
platforms and online market places” (Simmet 2015) puts employee and customer
on the trust test. Shared services and Groupware like Microsoft share point,
Google’s drive system or drop box are often used in firms for the support of
networked digital communication and the exchange of knowledge, documents
and information. Not only the protection of the “running around dates” and infor-
mation plays an important role, also the reliability in the developed services of the
suppliers (Relationship and Technology).
Thus several companies like Shell, Newsweek, Pfizer—but also the NASA—use
the cloud services of the Internet giant Amazon. “They shift Websites, databases or
e-mail systems in the so-called cloud” and, besides, use virtual computer centers or
storage spaces. Reason for it is a change of the paradigms concerning management
methods and business models in the digital area. Thus companies tend—before of
all startup firms—to the so-called Lean management, so to efficient and slender
business processes and value added chains. Online companies like Pinterest and
Airbnb could expand by the use of computer capacities and cloud services from
Amazon servers their core businesses without laying a special focus on the purvey-
ance of hardware or digital structures. Of course the magnitude is disastrous with
system crashes or server financial losses, however, is also to be considered that all
business processes—are Internet-based or are not connected—are associates with a
certain degree in risk.
This knowledge leads to a significant aspect of the Digital trust: The trust in the
communication and the used communication canals and technologies. Above all the
choice of the used or used communicative devices is vital: By an exchange of
confidential dates and information the communicative devices which support a high
degree of security methods should be chosen. Hence, internal information or private
customer’s dates should be always transferred about a sure encoding procedure and
not possibly about a Social Network platform. Social media should not be still
underestimated in the context of the Social business and Social Commerce. It is
22 M. Friedrichsen
gainful above all when users as well as customers develop a basic-constant trust in
used methods and means and this also communicate authentically. Also companies
can implement constructive criticism or ideas of the customers directly in customer
Experience processes—this creates recognition and trust. A clear and transparency
communication can show a valuable instrument for the business relation, also for
the digital trust within organizations.
A successful-effective measure for the creation and protection of Digital trust
can be, for example, the creation of compliance units which deal with the Security
aspects within the firms’ systems and are thus also a direct contact for internal and
external concerns or questions. An authentic and clear communication can be
guaranteed above all to the customer by the provision of such a contact to protect
the trust and the reliability in the digital process structures. Trainings and continu-
ing education can be helpful, also in the area of the digital Security with which
employees learn to become surer in dealing with digital technologies and to
transmit her dates by sure transference ways.
Also the public communication of the firms’ image or the respective company
values contributes to an increase of the Digital trust. Thus, for example, companies
should put their digital business models in a relationship with values like lasting-
ness, sincerity and responsibility to strengthen customer’s relations or business
relations. “Also firms management, decision maker, business partner and employee
must catch trust in new technologies, so that an integration of these technologies
can succeed successfully.” (Siebert 2015) Then only if technologies are integrated
successfully and the contact and the trust is lived in it on employees, executives and
customers, a collective use or success can originate.
5 Digital Workplace: Digital Workforce: Work

in the Digitized Firm
There is in the today’s digital time a large amount in information. This poses for
company and the employees in all industries a problem, because the employees
suffer only a big productiveness loss by the search according to relevant information.
Moreover, important decisions must be made on the basis of information,
nevertheless, the right information must be available for it. This negative effect
on quality and productiveness walks along with separate position of information
systems. Hence, a productive use of the available information is possible only with
a logical and co-ordinated linking of approaches, executive functions and the
infrastructure (cf. Schillerwein 2011).
With the so-called Digital Workplace a coordination of digital tools takes place
on the responsibilities and assignments of the employees, the before described
problems of the productiveness should be thereby solved and competitive advan-
tages and innovations be increased. The Digital Workplace allows to the employees
a constant and anywhere access to information and resources to work more
efficiently. Further required information can be found anywhere and be used. The
staff, so the Digital Workforce, can deal by the use of natural interfaces more and
more assignments which could carry out before merely IT-experts. Thus originate
modern and new possibilities to optimize the teamwork of person and technology or
person and machine.
Digital work requires an adaptable labor organization—whether it is about
working hours, places of work or deployments of labor. For it and for the changed
technological conditions firms need the employees who can steer themselves and
the complicated systems. In this connection the flexibility, communication provi-
sion and provision of information must be considered, i.e. to what extent the digital
transformation can already support the employees and the firm and will support in
future. Following questions are central:
• Is more flexibility created by the digital workplace?
• Can the employees be supported proactively and permanently by the coping with
assignments?
• How does the personal communication work and are personal meetings between
the employees insignificant?
• To what extent the social connection is influenced to the colleagues?
The Digital Workplace as a central communication turntable and turntable of information

offers just internationally to installed companies with distributed locations and project teams
huge chances to increase the cooperation, productiveness and efficiency. (Adam 2014)
For a successful development and implementation of the Digital Workplace

strategies, processes, technologies and people must be considered and be inte-
grated. Innovation potentials can be exhausted and the employee’s satisfaction
can be increased. Four theses result for the digital work:
– Thesis 1—adaptable work without borders: the Digital Workplace as an adapt-
able approach allows to the firms and the employees flexible work without
borders. Therefore, neither local nor temporal restrictions are given and the
employee is defeated by a certain self organization and therefore high share of
flexibility. The private life melts with the working life and the Digital Workforce
has individual creation potentials to agree on family and on occupation with each
other.
– Thesis 2—personalized productiveness: The Digital Workforce receives
required information personalized and can thereby increase the productiveness.
The provision follows independently of machine at the right time, the processes
orientate themselves by the approach of the employee and the solutions are tuned
to their demands. Thus are increased beside the productiveness also the
employee’s efficiency and the performance.
– Thesis 3—Worldwide transparent communication: On the firms networks infor-
mation of the Digital Workforce, like the interest and abilities, is published.
Moreover, can be communicated worldwide on these networks and platforms
and about other communication canals. Further information and knowledge can
24 M. Friedrichsen
be traded about the platforms as well as be taken part in discussions. A world-

wide clear communication and a global knowledge exchange originate from it.
– Thesis 4—Collegial social distance: A certain personal, interpersonal and social
distance originates from the Digital Workplace, because personal meetings takes
place by the adaptable approach more and more diminished. There is the danger
of the social isolation and more traditionally “office talk” is missing.
The digital transformation puts many areas and also the working life and the
employees before new challenges and possibilities. Technologies, processes, work
routines and employee’s requirements must be submitted to a change, so that the
chances can be used and the challenges be mastered.
The communication and flexibility will also increase in future. Nevertheless the
people will search the new places of the above all personal meeting to which then a
raised esteem is carried for themselves. The personal exchange will become more
and more important to compensate the otherwise differentiated and digital
exchange. With the Digital Workplace must be paid attention in future to the fact
that a balance is guaranteed between private life and working life. Fraunhofer
institute has summed up it (Fraunhofer 2013, p. 11): “We will live in future in
mixed real virtual surroundings and work. The borders of real and digital world
become blurred visibly, this is exciting and interesting on the one hand, but also a
little bit awfully, on the other hand. However, the future does not come simply about
us, we make them to ourselves, (. . .) by our own action.”
6 Business Models of “Internet Platforms” in the Digital

Economy
Due to the strong competitive pressure, the globalization, to new technologies as

well as changed market conditions and competitive conditions the product innova-
tion or process innovation is not sufficient to exist in the long term in competition.
Firms must innovate rather the business models to contrast with her competitors and
to be competitive in the long term.
Since “New Economy”, i.e. to the success of the commercial Internet, in the
1990s is spoken of “business models”, because with it new value added possibilities
added themselves to the industrial and hardly distinguishable business models of
the same kind and these were classed increasingly. In the literature there is no unity
about the essence, components and figure of a business model. In the following the
simplicity of a business model becomes understood as the value which a company
offers to his customers, so as a company earns money, (Institut der deutschen
Wirtschaft 2012, p. 6).
With the increasing acceptance and use of the Internet, firms can develop her
business model building or find innovative options. Internet platforms allow the
production of different added values. To Wirtz (2016, p. 585) Internet-based
business models can be divided with the help of the produced offered services into
four areas (4C-Net-Business-Modell). Companies can use one or more areas in their
business model:
• Content: The business model is based on the collection, selection, systematiza-
tion and display of concrete contents which divide themselves after the types of
information E-Information, E-Entertainment and E-Education and are created
either by the firm or by third. Example: Focus.de, movies.com, onlinelearning.
net, sport.de.
• Context: The business model is based on the clear processed representation of
already available information on the Internet. General searching machines and
vertical or specified searching services are distinguished for certain categories
from products, services or information. Example: Google, Yahoo, Lycos,
fireball.de, metacrawler.com, metager.com.
• Commerce: The business model is based on the preparation, negotiation or liqui-
dation of business transactions. Example: eBay, Amazon, Dell, preisauskunft.de,
dhl.com, visa.com, priceline.com.
• Communication/Connection: The business model is based on the possibility of an
exchange of information between two parties, the access to networks or offer of
communicative services. Example: Facebook, gmx.de, dooyoo.de, T-Online, AOL.
How can companies generate revenues by Internet platforms? Afuah and Tucci
(2003) have considered the sales model and the type of turnover as a classifying
criterion for internet-based business models. In the following this classification is
briefly explained:
• Advertising model: This revenue model concerns an indirect revenue form, because
online advertising-propelling pay a remuneration for the circuit of banners and other
online advertising forms to reach the online users. For this revenues attractive
contents or services play an important role, there with higher Traffic figures or
purchase strength of the user’s teams, the possibility insists for the advertising circuit
on requiring higher prices. This revenue model is used by Google, Yahoo, as well as
Monster.de which pulls revenues from advertising surfaces for jobs.
• Subscription model: This model raised on everyday, monthly or annual basis
regularly fixed fees for the use by contents or functions, regardless of the amount
of utilization. Because a large amount exists in free information and functions,
this revenue model functions only with specialist contents or additional func-
tions for them a user is ready to pay. Mostly ‘the so-called Freemium models’
with which the customers of free offers change to premium offers liable for costs
are applied with this revenue model. Among the rest, companies like Xing,
Huddle.net, Spotify, Netflix and Audible apply this model.
• Commission-based model, Brokerage-or Intermediate model: This revenue
model is based on the consolidation of buyers and sellers of goods and services
on a place. Besides, with every successful business transaction a small commis-
sion is paid to the “marketplace operating authority” by the seller or buyer.
Examples of this revenue form are eBay, lastminute.de, Orbitz, Amazon,
mondus.de and econia.com.
26 M. Friedrichsen
• Markup based/Merchant model: With this model the revenue from the sales are
generated by digital or physical goods. This can correspond to a classical B2C
revenue model with which the revenues arise from the price difference of buying
and sales. Examples are an Amazon, iTunes and purchase court.
• Production-based model: The revenues are generated by the direct selling of
self-generated products. Successful examples of this revenue form represent the
companies Dell and Apple.
• Referral-based model: This revenue model is based on forwarding of customers
or information. Besides, there are different reimbursement models as for exam-
ple the Pay by Click, besides, a reimbursement receives of the Affiliate if users
on a link or banner click. Examples are Google AdWords, Payback and Amazon.
• Fairy for service model (web services): With this model the turnover is gained
after the use of services liable for costs for the users or a service. Examples are
On demand models or software as a service firms like Salesforce.
Internet platforms open firms new business possibilities to exist in the today’s
competition. They can create or innovate rather the existing classical business
models. To stick to the classical business models, can lead in the age of the
digitization fast in the ruin, because companies with “new digital” business models
open new markets and step in competition to the established suppliers.
The indicated classed Internet-based business models can be combined arbi-
trarily and different profit models can be started. There are enough successful
examples which indicate how Internet platforms can be used for business models.
6.1 Example Media Industry: Streaming Services Conquer

the Market
Streaming services become more and more popular and conquer not only the
worldwide, but above all also the German market. Whether music streaming or
video streaming, the streaming via Internet grows rapidly. According to a study of
the Bitkom from 2014 every third Internet user meanwhile from 14 years and older
listen music via streaming. That is a total of 18 million Germans are of use Spotify
and Co. With it the number of the users has trebled in comparison to the year before.
Above all with the younger generation is music listen by streaming popularly,
almost every second from 14 to 29-year-old Internet user uses music streaming
according to the Bitkom survey (cf. Hampe 2014). However, also video streaming
services are on the advance and make serious competition to the classical television.
According to a study of the coupon platform deals.com meanwhile more than every
fourth German regularly used Video-on-Demand-liable for costs (VoD) or stream-
ing services. Under it supplier like Netflix, Watchever or Amazon Instant video.
With it paid-up online video-tape libraries and cost-free video streaming offers are
already more popular than Pay TV and DVDs from the video-tape library.
Video streaming becomes therefore a serious competition for the classical

TV. According to a study of the Bitkom from 2014 every third user of video
streaming from 14 years and older substitutes for the classical television partially
or also completely with streaming offers. 44% of the streaming users look less
television via satellite or cable, since they head for video contents on the Internet
(cf. Gsohn 2014). Above all the flexibility of the program choice inspires the users
according to the deals.com survey. Also the comfort not to have to leave the house
or the flat, differently than with the video-tape library or a visit to the cinema,
persuades every fourth. With the choice of a suitable supplier a big choice for 83%
in films and series is decisive. A high image quality and sound quality is also vital
for the choice of a supplier. Of course the price and the payment also plays an
important and crucial role. For 52% of the interviewees is the payment model with a
flatrate, monthly base fee and a term of notice to most popular ones. Pay-per-View
is clearly more unpopular there.
If the above mentioned claims of the users are fulfilled, the users are willingness
to pay approx. ten euros monthly for a video streaming service. According to the
study from deals.com three of ten users hold the current offers, however, still for too
expensive. The consequence and the problem are present that thereby regularly free
and unlawful video streaming services are used.
By video streaming services the television habits of the consumers change,
because they themselves can decide, when and where they would like to see
news, films or series. 59% of the interviewees from the Bitkom survey say that
they must not put under pressure themselves any more timewise to connect on time
to too certain consignments. Even with live transmissions more than 37% place on
the Internet, instead of on the classical television.
Streaming services are to be used for the user obviously comfortably—always
and everywhere access to the favorite music or the favorite film. Digital entertain-
ment on call was the logical next step of the digitization. Amazon has begun a
music streaming service for “prime-customers” in the USA. Apple has taken over
the company beats. Not only, however, earphones, but also own streaming service
belong to beats. Apple Music, the music streaming service, can already also refer to
success in the market. Netflix is international on the advance. Also Sony shows with
the Playstation 4 how they can bring films as well as music on the monitor.
SevenOneSat1 has melted Ampya as a music portal with a corporation of a French
competitor. Also discount shops like Aldi try to enter together with streaming
suppliers into this competition.
6.2 Business Model at the Example Spotify
The music industry is always valid as an example of an industry coming down by the
digitization, however, meanwhile the turnover pulls again—not least also because of
streaming. The turnover this year growth by 4.4% on 686 million euros. Besides, the
streaming area has increased about 87.4% (cf. Schesswendter 2015). However, the
28 M. Friedrichsen
musicians themselves profit only partly from the success of the streaming area. With
the streaming service Spotify the user pays 9.99 euros in the month to be able to
listen music always and everywhere. According to Ernst & Young who more exactly
broke down the business model the musicians receive 68 cents per month subscrip-
tion. Spotify itself also receives only 21%, that is 2.08 euros. The great earners in this
business model are the disk labels, these receive 73%, so 6.24 euros per subscription.
The music industry remains after deductions to script writer and songwriter 46% of
the 9.99 euros, so 4.56 euros (cf. Grimm 2015). In accordance with the music
industry only 5% is left from the profit, because still expenses come for studios,
sound engineers, marketing and distribution. However, the 68 cents of the musicians
are a pure profit. However, it is not considered the expenses of the musicians and
artists (expenses for instruments or lease by test rooms).
6.3 Potential
The potential of the music streaming is high and an increasing market, indeed,
the problems lie obviously still in the pricing. According to a study of
PricewaterhouseCoopers every second consumer in Germany is not ready to spend
money for music streaming. Though the younger users would pay for music trans-
ference from the net, indeed, the prize images clearly lie under the rates of the
today’s suppliers. Just 30% of the interviewees would be economical up to three
euros monthly for music streaming. Because at the moment, however, all big
suppliers appear in this market as a competitor, a clear prize reduction would be to
be accepted as a consequence. Forecasts assume from the fact that the turnovers with
music streaming will rise in 2019 on 426 million euros. With these revenues from the
digital distribution the losses would be compensated in the business with the
physical sound carriers roughly. Also the video streaming will increase in close
future and edge out thus the linear television more and more. Not to have to put under
pressure on account of the flexibility, itself any more timewise, to sit at a certain time
before the TV, 33% of the video streaming users substitute meanwhile already for
the television with streaming. According to a Bitkom-study 18% of the interviewees
can introduce themselves to renounce in future completely the classical television
(cf. Gsohn 2014). In particular the youngsters who use smartphones and tabloids
daily, not only to communicate with friends, but above all also around web series to
stream, will not use the classical television in future any more. Television does not
look any more hip and is obviously dull. Today these are the Youtube stars to whom
teenagers appeal. With it the television broadcasting stations lose an important and
advertising-relevant target group: The 14 to 49-year-old. Thereby it comes not only
to numbers of spectators to be sunk, but above all also to advertising losses.
The classical television broadcasting stations become in future probably pure
entertainment transmitters or they must focus themselves on the qualitatively high-
quality distribution of information. The transmitters must rethink, because they
cannot provide any more for a unique film experience and standard experience.
Hence, primarily entertainment programs are offered like reality shows or casting
shows to be able to reach these target groups at the market.
7 Result
The implementation makes clear that above all the media industry must position
itself sooner or later to the digital transformation. However, a dull digitization of the
existing processes, products and services does not reach from to be able to contrast
with competitors. The company must order of a clear vision and a lasting strategy
how they want to use the digitization for the increase of the efficiency and
generation of new business models.
This also contains of course that a company must be more agile much to be able
to adapt itself faster and more adaptably to the steady change. These changes are
mostly based on the demands of the customers or recipient to whom a company
must appear. Trends are lighter recognized by the nearness of the customer or
recipient and the connection to the company, as well as the trust is strengthened.
The last determining factor is the creative side jump at the example of Google.
This indicates to think industry-covering, to look after the edge of the plate and to
use possible potentials. Therefore, the digital transformation is no key to the
success, but a way to a successful company.
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Mike Friedrichsen is a professor of media economics and

media innovation at the Stuttgart Media University and founding
director at the Berlin University of Digital Sciences. He has
studied business administration, political economics, journalism
and political sciences in Kiel, Mainz and Berlin. He earned his
doctorate at the Free University of Berlin in 1996 at the Institute
of Empirical Market and Communication Research. His main
research interests are media management and media economics,
digital communication, new media technologies and business
communication. Mike Friedrichsen emphasizes transfer between
the university and economy and leads several networking orga-
nizations. He is author and editor of several books and has also
published in different journals.
Part II
Broadcasting
The Implications of Programmatic
Advertising on the Business Model of TV
Broadcasters
Henrik Jensen and Kristian J. Sund
Abstract Technological changes produced by the digital convergence are driving

a paradigm shift in advertising and mass communication, and resulting in the
emergence of a new market. Programmatic advertising is, in this context, an
emergent technology that has the potential to disrupt and change the business
model of incumbent media companies, such as television broadcasters. As the
technology is new, we know little about the effects it will have on actors in the
sector, and the definition of the programmatic TV construct is still evolving. We
present the results of a predictive study of the business model implications of this
new technology. Based on a combination of interviews, documentary content
analysis, and the Delphi method, involving a range of industry executives, we
identify 13 implications for the business model of TV broadcasters. Our findings
offer a way for academia and actors in the media industry to understand the coming
disruption from programmatic TV.
1 Introduction
Programmatic advertising, defined generally as “an automated, technology-driven

method of buying, selling or fulfilling advertising” (American Association of
Advertising Agencies 2015, p. 6), is a relatively new instrument within media
and advertising in general that has the potential to disrupt the business models of
the various actors in the media industry (Busch 2015). Tasks traditionally
performed by human actors can be automated using programmatic solutions, and
in this sense, programmatic has the characteristics of a production technology that
could alter the business models of actors in the industry. In the traditional business
model, advertising space is bought and sold by human actors as insertions in a
media (magazines, television, and so forth) that will reach and expose a given
audience to a general message. With programmatic advertising, each individual in a
H. Jensen (*) · K.J. Sund

Roskilde University, Roskilde, Denmark
e-mail: hkjensen@ruc.dk; sund@ruc.dk

36 H. Jensen and K.J. Sund
given audience can be reached, bought, and sold independently and separately from
other media users (Kosorin 2016). Advertisers can target each customer with a
tailored sales message with minimal human overhead costs. This technology has
created a new emergent media market, that some media players are adapting their
existing business models, or inventing new ones, to enter, thereby leading to media
entrepreneurship (Khajeheian 2017).
The literature on advertising agrees that a paradigm shift in advertising has
occurred online (Campos-Freire 2013; Cappo 2003; Nail 2013; Perez-Latre 2007).
For TV broadcasters, programmatic technology represents the next disruption with
the potential to change the way advertisement space is sold to advertisers and is
presented to the wider society. Traditional media, such as television broadcasters,
will see their businesses affected by this new technology, but exactly how remains
somewhat speculative in industry reports, and we have found no academic studies
examining this question.
The business model construct can help us investigate how technological changes
affect an industry and its actors (Lambert and Davidson 2013). A business model
describes the key components of a business (Hedman and Kalling 2003), one of the
most cited frameworks being the business model canvas suggested by Osterwalder
and Pigneur (2010). Examining how a technological change affects each business
model component separately yields a holistic picture of the impact of that change on
the business. Although many media will be affected by programmatic advertising,
and have the opportunity to enter this emerging market as buyers or sellers, each
media is likely to act differently with respect to the programmatic construct
(Mediacom 2015). In this paper we will focus primarily on television (TV),
although we recognize that some findings and discussions could be applicable
more broadly. One criticism of programmatic technology as applied to TV is the
uncertainty surrounding the definition of the construct and its effects (DataXu 2015;
Experian 2015; SpotXchange 2015; Tradedesk 2016). Here, a business model
approach can help sharpen the definition.
In this paper, we therefore explore the construct of programmatic TV and
propose a methodology for understanding how programmatic TV will affect the
business model of TV broadcasters, based on the perceptions of experts. Using a
combination of a content analysis of industry reports and a subsequent Delphi study
of a group of six industry experts, we explore what programmatic TV is, some
features of the emerging programmatic market, and how programmatic advertising
will affect the business model of TV broadcasters. By applying such a mixed
method we achieve some degree of triangulation, increasingly seen as a necessity
for studies using managers as informants (Molina-Azorin et al. 2017; Hodgkinson
et al. 2017). We find that the experts agree that the influence of media agencies will
decrease, as new partnerships will emerge between TV broadcasters, technology
partners, data suppliers, and TV platform owners. The value proposition for TV
broadcasters will still be to deliver great content that can attract audiences, but the
core proposition will be more screen agnostic, as content is delivered on multiple
platforms such as streaming video.
The Implications of Programmatic Advertising on the Business Model of. . . 37
2 Programmatic TV Technology and Business Model

Change
Convergence in digital physical devices has changed media consumption patterns.

For television, this means that audiences increasingly view TV programs and TV
content on new and additional devices as a supplement to the traditional TV set
(Jenkins 2008), such as mobile telephones, or tablets. A review of whitepapers
reveals that the technology is still evolving, and that there is some confusion among
industry actors as to the benefits and opportunities programmatic TV offers, but a
new market is emerging around the technology (DataXu 2015, p. 2). According to
Khajeheian (2017) new media markets typically emerge due to changes in technol-
ogy, consumption habits, societal patterns, laws and regulations, social demands, or
values. The programmatic technology offers researchers an opportunity to examine
how such a technology shapes the emergence of such a new media market, and how
existing players in parallel markets adapt their business models to meet the
demands of the new market. It also offers the possibility to examine how new
market players can emerge (Jensen and Sund 2017).
2.1 The Development of Programmatic
The technology itself finds its roots in the 2000s in the lower end of the online
display ad inventory (Gonzalvez-Caba~nas and Mochón 2016) or what can be called
lower value banner advertisement. Firms like Google and Facebook have been
instrumental in creating this early disruption online (Klopfenstein 2011; Young
2014). Gradually, what was to become programmatic advertisement moved towards
other types of display advertising, and around two-thirds of the online advertise-
ment market was traded programmatically by 2016 (Wideorbit 2016). Program-
matic advertising is now evolving into new formats and media, such as television
broadcasting and streaming. The advertising expenditure on programmatic TV was
nonexistent in 2014, but is estimated to reach 5% of the TV advertising expenditure
globally by 2019, with the United States as the leading market (IDC 2015). This
happens as TV broadcasters increasingly move their business from standard pro-
gramming and broadcasting towards more program-centric and screen agnostic
models, involving streaming via websites and apps.
TV viewing is traditionally measured as panel data, with a representative sample
of the audience. TV advertising is then bought and sold based on age and gender
demographics that are approximated for each program and time slot based on data
from the sample. However, TV consumption is fragmenting and moving online,
which is a challenge to the value of TV meter panel measurements (Napoli 2011).
With this in mind, programmatic TV as a technology promises to deliver more
advanced audience data than the traditional age and gender demographics (DataXu
2015; Doubleclick 2015; Experian 2015; IDC 2015; Ogilvy 2015; Tradedesk 2016;
TubeMogul 2015; WideOrbit 2016). Table 1 provides a framework for programmatic
Table 1 Typology of programmatic TV advertising

How much additional audience data is available?
More More
Programmatic TV advertising automated targeted Addressable
framework Traditional TV TV TV TV
How is TV con- Traditional Traditional TV
tent viewed? linear advertising
Linear
simulcast
Non-linear
short-form
Non-linear
long-form
TV advertisement types or strategic positions. The first dimension in this framework

is data availability. According to the data and analytics company DataXu (2015),
there are three potential levels of availability:
1. No additional audience data is available. Measurement is based on age and
gender from the TV panel. This cluster can be characterized as traditional TV
advertising, where the same ad is shown to all viewers of the TV content. For this
type, programmatic technology may help automate some previously manual
tasks (DataXu 2015). We label this cluster “more Automated TV” advertising.
2. Some additional audience data is available. Internet-based devices and
connected TVs add limited data on the specific viewer. Consequently, it is
possible to show different ads to different groups of viewers of the same TV
content. An example could be different types of travel advertisements depending
on the weather conditions for the audience. We label this cluster “more Targeted
TV”.
3. Advanced additional audience data is available. In this cluster, more detailed
data on the specific individual or household is available. Different ads for each
individual or household become possible in this cluster. We label this cluster
“Addressable TV”.
The other dimension of the evolving programmatic TV definition is how viewers
engage with television content. Previously, viewers watched programs at a specific
time on a given TV set, which is referred to as linear viewing. The traditional
viewing of television is linear but linear can also be transmitted as simulcast, i.e. the
linear signal is transmitted to non-traditional devices. The consequence of digital
convergence is the concept of “TV everywhere” (DataXu 2015, p. 8; Experian
2015, p. 5; TubeMogul 2015, p. 3). Viewers can now watch programs on demand,
on multiple devices, which is referred to as non-linear or time-shifted viewing
(DataXu 2015). Non-linear viewing can be divided into short-form or long-form.
Table 1 provides a framework for programmatic TV advertising and identifies
15 new types of TV advertisements compared to traditional TV advertising. Each
of the 15 new types of TV advertisements represents a strategic option for TV
broadcasters and their business model. Linear online TV viewing or simulcast is

still limited, while non-linear (on demand) TV viewing is growing on devices such
as computers, tablets, mobile phones, and so forth (IDC 2015). Consequently,
targeted TV and addressable TV are, at this stage, an opportunity primarily within
non-linear TV viewing. However, the increasing penetration of smart TVs and
internet-based set-top boxes, such as Apple TV or Google Chromecast, will even-
tually add additional audience data to linear TV viewing.
2.2 Business Model as a Unit of Analysis
A business model describes the key components of a business that form the recipe of
how the business creates and appropriates value (Hedman and Kalling 2003). The
most cited list of components comes from the business model canvas developed by
Osterwalder and Pigneur (2010). They described nine components or building blocks:
customer segments, value proposition, channels, customer relationships, revenue
streams, key resources, key activities, key partnerships, and cost structure. While
the canvas has mainly been very popular as a practical framework for managers to
think about their business, it has also been used as a framework for describing
business models in the media industry (Chesbrough 2010; Peters et al. 2013).
Successful firms adapt their business models over time in response to changes in
the external environment, such as external technological developments (Giesen
et al. 2010; Pohle and Chapman 2006). Such adaptations can be incremental or a
more radical switch from one model to another (Santos et al. 2015). Similarly,
programmatic advertising can result in both adaptations of the existing business
models and the creation of new ones (de Reuver et al. 2009). A change in business
model alters the core logic of the organization (Linder and Cantrell 2000). The
literature suggests that this change can be a slow process (Kaplan 2012; Markides
2013; Sosna et al. 2010), which is theorized to consist of three stages: business
model innovation awareness, business model exploration, and business model
exploitation (Bogers et al. 2015; Jensen and Sund 2017; Sund et al. 2016). Exper-
iments with programmatic TV started in the US in 2014 (IDC 2015). We are thus in
the early stages of change, where various components of the business model may be
the subject of change and innovation (Jensen and Sund 2017).
We can assume that programmatic TV will alter both the incumbent business
models and the distribution of value creation and appropriation among the various
actors in the TV industry. Furthermore, a new technology like programmatic TV is
likely to affect actors such as TV broadcasters in more than one way. To provide a
holistic view of the effects of such a technology, we can examine how it affects
each component of the business model individually. Our central premise in this
paper is therefore that the business model construct provides a useful unit of
analysis to predict how a technological disruption will affect an industry and its
actors.
3 Context and Methodology
Although this study does not rigorously examine the ecosystem, it is useful to
comment on the TV ecosystem, as it is changing rapidly. Key actors within TV
advertising are (1) the advertisers, who use (2) media agencies to do their planning
and buying of audiences, from (3) TV broadcasters. The media agency is the buyer,
while the advertiser is the user of the audience (Ots 2009). For TV broadcasters,
viewers are at the heart of the business model, paying for subscriptions and creating
an opportunity for broadcasters to sell access to an audience to advertisers (Küng
2008). Historically, private sector TV broadcasters have been mostly dependent on
revenue from advertising (Picard 2011), but they now have to share the market with
new entrants such as Google, YouTube, Facebook, and Netflix. The move from
linear to non-linear TV consumption is allowing these and other technology players
to enter the TV advertising sector, and many of them have experience in program-
matic advertising from display advertising (Winslow 2014).
The emerging market for programmatic advertising consists of two sides: a buy
side and a sell side. On the buying side are advertisers, and on the selling side are
media owners. Buyers use demand-side platforms (DSPs), and sellers offer their
inventory via supply-side platforms (SSPs). Technology and data are central for
both types of platforms. A DSP is the gateway to the programmatic world for
advertisers, and they can handle this programmatic advertising in-house, via media
agencies, or via independent DSP providers. A SSP makes it possible to sell
advertising inventory in a programmatic way. The SSP connects media owners to
the potential buyers’ demand platforms. SSPs are designed to maximize yield using
more or less sophisticated rules and algorithms. Pricing is set via auction, direct
deals, or other transaction methods. The third construct in the ecosystem is a Data
Management Platform (DMP). It is a platform used to collect, store, classify,
analyze, and manage large quantities of data from various sources. DMPs are
used by publishers, advertisers, and agencies. For publishers, it makes data-
enriched inventory more valuable. Agencies can use DMPs to manage data from
client campaigns. For advertisers, DMPs can make data actionable across a wide
range of channels. The industry consists of a long range of technology providers
that previously specialized in one area of the ecosystem, but now increasingly
provide services in more areas of the ecosystem (Busch 2015; Kosorin 2016).
3.1 Methodology
We wanted to explore some features of the emerging programmatic market, with a

focus on the future impact of programmatic technology on TV broadcasters. Given that
this technology is still in its infancy, and that we need to make inferences about the
future, we decided to adopt a modified Delphi method for a more systematic collection
and aggregation of expert judgments (Armstrong 2001; Rowe and Wright 2001).
Table 2 Research design

Phase What? How? Source? When?
1 Available sec- Literature review Whitepapers from technol- Q1
ondary data on ogy companies and agen- 2016
programmatic cies. Trade magazine
TV advertising articles and consultancy
reports
2 Expert Loosely structured per- Three from media agencies Q2
interviews sonal and telephone inter- Two from Discovery 2016
views around One from technology
programmatic TV as a company
disruption
3 Content analysis Coding into the nine build- See Table 2 Q3
of 12 documents ing blocks from the busi- 2016
ness model canvas
4 Delphi round 1 Semi-structured personal Two from media agencies Q3
Experts and telephone interviews Two from Discovery 2016
interviews based on the 16 implica- Two from technology
tions identified in phase companies
three
5 Delphi round 2 Follow up survey based on Same respondents as phase Q3
Expert the revised implications four 2016
interviews from phase four
However, rather than ask very general questions, we used the business model compo-
nents as a structuring framework. The research design involved five phases. Table 2
outlines them. The first was a general search for and review of the available articles
from trade magazines, consultancy reports, and whitepapers (primarily from technol-
ogy companies). This served to identify the relevant terminology to prepare for the
subsequent phases.
The second phase was a series of exploratory expert interviews conducted in
person or via telephone. Guidelines for the Delphi method include the usage of
more than five heterogeneous experts with appropriate domain knowledge (Rowe
and Wright 2001). There are few thought leaders with knowledge of the specific
implications of programmatic TV. We managed to identify six initial experts in
collaboration with the relevant managers at Discovery Networks, who supported
this research. The experts were executives from media agencies (three), Discovery
(two), and technology providers (one). The question asked was how programmatic
advertising will affect the business model of the different TV actors. We also asked
the experts to pinpoint further relevant industry reports for analysis. For this phase,
the purpose was to ensure that we included the most relevant industry reports, as
perceived by the experts, in our documentary analysis and to formulate the initial
terminology and implications inductively. This helped us to conduct the subsequent
content analysis.
In phase three, we conducted a more detailed content analysis on 12 industry
reports identified in the previous phases, which are listed in Table 3. The majority of
them came from the review in the first phase, but a few were chosen because the
Table 3 Documents consulted in the analysis

Publisher Title Data sources
IDC Programmatic TV advertising: Interviews with 62 industry executives
Bigger than RTB by 2019
DataXu The rapid rise of programmatic Interviews with unknown number of
television thought leaders
WideOrbit The power and potential of pro- Interviews with senior media decision
grammatic TV makers
Experian Addressable TV—harness the Quotes from industry experts
power of audience data for one-to-
one targeting
Ogilvy Programmatic TV: from linear to Thirty references from articles in press
digital and trade magazines, consultancy reports,
whitepapers, blogposts
doubleclick The promise of programmatic TV Authored by two experts from Google and
doubleclick
Mediacom The programmatic future of TV Authored by two experts from Mediacom
(agency)
OOYOLA State of the broadcast industry Quotes from industry experts
2016
TubeMogul An advertisers guide to program- Not known
matic TV
Tradedesk Programmatic: The future of Survey with 425 respondents from agen-
television cies, advertisers and media companies
spotXchange A programmatic TV guide for Not known
sellers part 1–4
RBC capital Dynamic ad insertion and pro- Interviews with “leading industry players”
markets grammatic—thoughts from the
channels
interviewees pointed to them. A content analysis depends largely on document

selection (Bryman 2012). As programmatic TV is a recent and evolving construct,
all 12 documents in the sample are from 2015 or 2016. Some of these documents
were themselves reports of previous studies examining the impact of programmatic
TV using surveys or interviews. As such, our content analysis of these documents
provides a type of meta-analysis.
We conducted a deductive thematic content analysis of the 12 chosen docu-
ments, based on the nine building blocks in the business model canvas. We coded
over a short period to ensure reliability (Bryman 2012). For each of the 12 docu-
ments, the relevant content was color coded into each of the nine building blocks,
and excerpts were transferred to an Excel file. Figure 1 illustrates some examples.
For each building block, we then clustered the implications based on the frequency
of appearance. If an implication had a frequency of four or more (i.e., appeared in
four or more reports), it was included in the results. The analysis identified 16 initial
implications for the business model for TV broadcasters.
In phase four, we applied a modified Delphi method. We conducted semi-
structured interviews with an expert panel. The panel consisted of six respondents
from Discovery (2), agencies (2), and technology providers (2), three of whom were
Fig. 1 Extract (example) from coding document
in the panel in phase one. We chose to replace one media agency expert with a
technology provider in order to have a balanced view between the three types of
actors. We changed two additional panel members because they became
unavailable. These changes do not affect the methodology in any way. The basis
for the selection of all members was their knowledge of programmatic TV and the
TV business model, as well as their availability. We decided not to include
advertisers. This decision was made because the experts in phase two indicated
that advertisers have limited knowledge of programmatic TV and the TV business
model. The respondents work out of London (2), Copenhagen (2), and Stockholm
(2). The 16 initial implications were sent to the respondents prior to the interview
with instructions to reflect on their agreement with each of them and their wording,
and on whether any implications were missing. We then conducted, recorded, and
transcribed structured interviews with each expert, half in person and half by
telephone, following this structure.
Based on the interviews in phase four, we reviewed and altered the implications,
taking account of the perceptions of our experts. Two implications were removed
due to the experts’ agreement that they were not relevant, and two new ones were
added. In phase five, a revised version of the implications was sent to the respon-
dents via an e-mail-based survey, prompting them for their level of agreement
measured on a 5-point Likert scale and an assessment of whether the implications
would occur in the short or long term. Again, there was the option of changing the
wording or suggesting new implications. This time, the experts suggested no further
changes. We therefore chose to stop the Delphi rounds at this stage, concluding that
the primary implications would be those for which there was high agreement from
all the experts. Implications with which only some experts agreed were labeled
secondary implications.
4 Commented Results
The results section is divided into two parts. First, we present the expected effects
on the TV broadcasters’ business model as derived from the content analysis. In the
second part, we present the revised implications derived from the Delphi method,
indicating the perceptions of our panel of programmatic TV experts. We continue to
use the business model components of Osterwalder and Pigneur (2010) to structure
our presentation.
4.1 Implications from the Content Analysis
Table 4 outlines the implications derived from our content analysis. They have been
grouped according to the nine building blocks. We will comment on each building
block individually. Next, we will address the business model change in more
general terms and discuss the corresponding barriers identified in the content
analysis.
4.1.1 Customer Segments
As the actual segmentation and decisions about what segments to serve are indi-
vidual to each broadcaster, we focus here on the more general implications for
customers that we could find in the documents analyzed. Programmatic TV has the
potential to improve advertising effectiveness, and thus, the value creation and
capturing for advertisers. According to two of the studies we examined, a range of
cases on programmatic TV have shown positive results in terms of efficiency
(DataXu 2015; WideOrbit 2016). Furthermore, surveys confirm a growing appetite
for testing programmatic TV among advertisers (Tradedesk 2016). The single most
important advantage for advertisers is the improvement in targeting opportunities.
According to some of the documents, this will also make commercial messages
more relevant for consumers. Better opportunities for analyzing and reporting
advertising across multiple media insertions are also considered a significant
advantage for advertisers. TV advertising today requires long-term planning. Pro-
grammatic TV improves the opportunity to act in the short term.
4.1.2 Value Proposition
As discussed previously in this paper, non-linear viewing is growing. Programmatic

TV bridges digital and traditional TV, and is considered screen agnostic. One report
quoted an executive as saying: “I don’t care where you watch our shows. We just want
Table 4 Implications derived from industry reports

Frequency
Implications for customer segments
1. The improved targeting opportunities are the most important advantage for 12
advertisers
2. Programmatic TV will give advertisers better opportunities for analyzing 9
advertising across multiple media
3. Programmatic TV will give advertisers better opportunities for planning adver- 6
tising closer to real-time
4. Programmatic TV will improve advertising effectiveness for advertisers 4
Implications for value propositions
5. Programmatic TV will redefine the value proposition for TV broadcasters into a 8
more screen agnostic and video centric proposition
6. Programmatic TV will secure TVs’ position as the most effective media (sub- 5
sequently removed)
Implication for the customer relationship
7. TV must reinvent itself to stay relevant in the programmatic ecosystem 6
Implications for channels
8. Selling and buying of TV advertising will be a more automated process 8
9. Media agencies and programmatic TV technology specialists will capture more 4
value
Implications for revenue streams
10. TV broadcasters will sell impressions instead of GRPs 10
11. TV advertising will be sold and bought in the same way as any other pro- 7
grammatic inventory (subsequently removed)
Implication for key resources
12. TV advertising sales organizations will be restructured and have much more 5
programmatic ecosystem capabilities
Implication for key activities
13. The key activity for TV broadcasters will be to sell screen agnostic and data- 4
enriched audiences
Implication for key partnerships
14. The key partners for TV broadcasters will be programmatic technology partners 5
and media agencies
Implication for cost structure
15. The cost structure for TV broadcasters will be less manual and more technology 4
and data-driven
Implication for the general business model
16. Programmatic TV will fundamentally transform the business model for TV 4
advertising
it to get counted and we want to get paid appropriately” (SpotXchange 2015, p. 5, III).
A number of the reports analyzed indicated a view that programmatic TV will be a way
for TV broadcasters to secure a position as the most effective media, combining content
creation and broadcasting.
4.1.3 Customer Relationship
The business model for TV advertising has not changed for several decades and is
considered “old fashioned” in the reports examined. Despite the benefits of reach
and scale, TV must reinvent itself to stay relevant in the ever-evolving program-
matic ecosystem. From the content analysis, the perception that “everything even-
tually will be programmatic” arises. This was stated in several of the reports we
analyzed, as well as by our initial interviewees, suggesting that TV broadcasters
must reinvent themselves in terms of how they deal with advertisers.
4.1.4 Channels
Media agencies buy more than 95% of all TV advertising on behalf of advertisers
(Experian 2015). Very little advertising space is sold directly to the advertisers.
Advertisers need a data aggregator that can bring programmatic to life. The key role
is to create “actionable insights at the transaction level” (IDC 2015, p. 17). As one
report stated, “agencies continue to dominate when it comes to the primary respon-
sibility for buying programmatic TV/video advertising, with 84% of agency respon-
dents claiming this role” (Tradedesk 2016, p. 3). Agencies will continue to invest in
technology and programmatic capabilities in order to capture more value. The
investors behind the programmatic technology providers have the same ambition,
i.e., to “look for increased consolidation in the advertising industry as a response to
all this convergence” (OOYALA 2016, p.10).
4.1.5 Revenue Streams
The trading of TV airtime is based on the viewing measured in the TV meter panels.
The currency is Gross Rating Points (GRPs). The increasing media fragmentation
creates the need for more and more commercial breaks, with lower ratings in the
existing currency. Broadcasters aim to capture value, and thus, to get the most value
out of their inventory. However, some commercials may have a rating as low as
zero percent, and thus, no commercial value for the broadcaster with the existing
currency. Programmatic TV, with all its data enrichments, will create a more
valuable inventory from advanced audience data compared to the existing TV
meter. As one report stated, “you have to tap into inventory that’s typically been
deemed low value simply because it hasn’t been measured” (Tradedesk 2016, p. 7).
The inventory will be more individually “addressable,” and sales will become
auction-based and closer to real-time.
4.1.6 Key Resources and Key Activities
TV broadcasters like Discovery sell their airtime inventory via manual sales forces.
Broadcast selling will be a much more automated process, and thus, will create
operational efficiency gains in the selling and buying interaction. The reports we
examined held that all media will eventually be bought via the principles of
programmatic (Mediacom 2015). On the other hand, producing premium TV con-
tent such as big sports events requires significant investments and will still include a
significant amount of manual negotiations. One report stated that “the marketplace
has shown that data is overwhelmingly the future” (OOYALA 2016, p. 9).
Broadcasters will have to develop their data capabilities. This means that more
work flow automation capabilities need to be purchased or developed. As a conse-
quence, the advertising sales organizations will undergo a restructuring. Joint
ventures with and acquisitions of technology companies with programmatic capa-
bilities are already taking place. The key activity for broadcasters will increasingly
be to collect and sell screen agnostic data based on impressions. One report called
this “big data comes to linear TV” (WideOrbit 2016, p. 4). The activity will not only
be automated, but simplified as well; as one report stated: “If it is coming through
the internet there is a way to stitch it together” (Tradedesk 2016, p. 8).
4.1.7 Key Partnerships
The various actors in the TV broadcaster business model will increasingly rely on
programmatic technology partners. Vendors stand to gain by providing the infra-
structure (IDC 2015). Media agencies are investing in programmatic capabilities,
and the existing vendors of TV-meter data are also transforming more into pro-
grammatic technology partners. Mergers and acquisitions between vendors are
predicted (Tradedesk 2016).
4.1.8 Cost Structure
The selling and buying of broadcasting is a manually consuming process. Broad-

casters will experience cost reductions through a more automated and less manual
workflow. Cost of sales in terms of labor will therefore decline compared to today.
The investment in programmatic TV, however, requires some capital investments
in data and data capabilities. Only 10% of the value capturing from programmatic is
estimated to arise from cost reductions according to one report (IDC 2015).
4.1.9 The Business Model Overall
Finally, in a few of the reports we examined, we found a general statement that the
business model of advertisement-funded TV broadcasters will transform. One
report cited an expert as saying: “I am convinced that there is no path forward for
TV that does not include the large scale-scale application of programmatic tech-
nology” (IDC 2015, p. 26). In fact, programmatic TV will transform the business
model for all the actors in the TV industry.
4.2 Implications from the Expert Panel
The content analysis identified 16 business model implications from programmatic

TV. The results from the first Delphi round with six experts showed that the experts
agreed fully with only six of the implications. Three of the implications required
minor adjustments in the wording, while five of the implications needed a major
adjustment of the wording. The experts disagreed with two of the implications, and
two new implications were added to the list. The ones removed were implications
6 and 11, as indicated in Table 4. The two new implications address the role of
content for a successful business model change and consolidation among the
existing actors and the programmatic TV technology specialists. These new impli-
cations are found in Table 5. It was possible to identify common ground for
agreement and disagreement across the six experts. However, the two experts
with a background as TV broadcasters were the least convinced about an overall
transformation in the short term, while the programmatic TV technology specialists
were the most positive. The media agencies were in the middle of the two.
The results from the second round of the Delphi survey with the six program-
matic TV experts are found in Table 6. This round revealed a high level of
agreement about six of the implications, which we have labeled as the “primary”
implications. These were the implications with which each expert either agreed or
highly agreed. A further seven implications were labeled as “secondary”. These
were the implications with which all the experts either agreed or highly agreed, but
with which one expert said they only somewhat agreed. The rest of the initial
implications were entirely dropped, as it was deemed that the level of disagreement
was high enough to suggest that they were not valid representations of the shared
perceptions of this group of experts, and a consensus would be hard to reach.
Table 6 also reports on whether each implication was seen to be a short-term
(less than 3 years) or long-term (3 years or more) implication.
Table 5 New implications added in the First Delphi round

Additional implications Frequency
Successful TV broadcasters will still be those who can attract audiences via Mentioned by
great content 2 out of 6
Consolidation will happen, not only between programmatic TV technology Mentioned by
specialists but also between programmatic TV technology specialists and 4 out of 6
TV broadcaster and agencies
Table 6 Implications after second Delphi round

Short term Long term Don’t
(<3 years) (3 yearsþ) know
(%) (%) (%)
Primary implications from Delphi
1. Programmatic TV will transform the business 0 100
model for TV advertising
2. Programmatic TV will improve advertising 17 83
effectiveness for advertisers
3. The improved targeting opportunities are an 33 67
important advantage for advertisers
4. TV broadcasters will continue to sell GRPs 33 50 17
alongside impressions
5. Successful TV broadcasters will still be the those 50 33 17
who can attract audiences via great content
6. An important activity for TV broadcasters will be 33 67
to sell more screen agnostic and data enriched
audiences
Secondary implications from Delphi
7. Programmatic TV will give advertisers better 17 83
opportunities for executing advertising closer to
real-time
8. Programmatic TV will help TV broadcasters on 50 50
the journey into a more screen agnostic and video
centric value proposition
9. Selling and buying of TV advertising will be a 0 100
more automated process
10. TV ad sales organisations will be restructured 17 83
and have much more programmatic ecosystem
capabilities
11. The key partners for ad sales organisations 87 13
within TV broadcasters will be programmatic TV
technology partners, data suppliers, TV platform
owners and media agencies
12. Consolidation will happen. Not only between 67 33
programmatic TV technology specialists but also
between programmatic TV technology specialists
and TV broadcaster and other actors
13. The cost structure for TV broadcasters will be 17 67 17
less manual and more technology and data driven
5 Discussion
Our results allow us to comment on how the nascent programmatic technology and
market is likely to affect television broadcasters in the near future. In general terms,
there was high agreement between our experts that programmatic TV will trans-
form the business model for TV broadcasters in the long term. Five implications
linked to the business model of TV broadcasters were identified as primary impli-
cations, while another seven still showed some disagreement after two rounds with
our experts. Our experts’ view that most of the implications will occur in the long
term is consistent with the fact that the disruption is still in its early stages. The
short-term implications focus on value proposition and key partnerships. The value
proposition for TV broadcasters will still be to deliver great content that can attract
audiences, but the core proposition will become more screen agnostic and video-
centric.
In the short term, our experts saw a change in the external partnerships for TV
broadcasters. For the advertisement sales activities within TV broadcasters, pro-
grammatic TV technology partners, data suppliers, TV platform owners, and media
agencies will all be key partners. The first three partners are new compared to the
existing business model for ad sales operations, while the fourth, media agencies,
could well be challenged. According to our experts, industry consolidation centered
on the new actor in the arena, the programmatic TV technology specialist, will start
in the short term.
A positive interpretation of the long-term programmatic TV transformation is
that viewers benefit from advertising that is more relevant; advertisers benefit from
better advertising effectiveness; TV broadcasters benefit from an improved pricing
of the inventory; and media agencies and technology providers benefit from making
the transformation happen. A situation of improved value creation could be
predicted for all involved. Our results suggest that TV broadcasters are concerned
about whether this is the case. An area for future research would be the specific
value capturing and value appropriation among the actors. Will new industry value
be created, or will value (in terms of revenues and profits) simply be shifted from
one actor to another?
Programmatic TV is, for now, an under-researched phenomenon. The program-
matic technology in general is not limited to any particular geography, as the
devices, software, apps, and databases that enable the collection and use of the big
data underlying this technology are, by now, universally distributed around the
world. Similarly, TV broadcasters funded by advertisement use a consistent business
model globally. Thus, the results of our study could well be generalizable to all TV
advertising markets worldwide. All media will eventually be part of the program-
matic advertising ecosystem. Whether any of the findings can be transposed to other
media, such as radio or newspapers, remains to be examined.
In this paper, we have documented how the Delphi method, combined with a
content analysis with meta-analysis characteristics, can provide an assessment and
predictions of the future implications for a given technological disruption. Instead
of looking backwards at a given technological disruption and the corresponding

business model change process, in this paper, we have offered a method to look
forward and predict the implications of a significant new technology. This technol-
ogy gives the research community a unique opportunity to examine a technological
and business model transformation as it is occurring.
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Henrik Jensen is a Ph.D. candidate at Roskilde University in

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Cognition book series. His research currently focuses on busi-
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Polytechnique Fédérale de Lausanne (EPFL), where he also com-
pleted his postdoc.
‘Datafying’ Broadcasting: Exploring
the Role of Big Data and Its Implications
for Competing in a Big Data-Driven TV
Ecosystem
Paul Clemens Murschetz and Dimitri Prandner
Abstract The paper explores the relationship between the concept of “big data”
and television broadcasting changing toward a Connected TV ecosystem. We start
from the literature-based assumption that big data is a slippery and ambiguously
used term and then discuss how the term is employed in different scholarly
discourses to explain the changes concerning broadcast television. We infer that
the big data phenomenon requires much closer attention to research in media
economics in an attempt to advance our theoretical understanding beyond techno-
logical issues that server data, social media, rich customer databases and return path
data can deliver. We find that analyses into big data can help understand both
opportunities and threats of its use with regard to legacy broadcasters trying to add
value of audience research in order to achieve competitive advantage. While asking
how big data adds value to a broadcaster’s decision on corporate strategies in
Connected TV is important, we remain skeptical as to what effectively is to be
gleaned from “big data” when methodologies are not transparent and audiences are
sold as mere data commodities to advertisers.
1 Introduction: Television in a State of Flux
Television is reaching yet another tipping point in its industry evolution. Driven by
the dynamic evolution of information and communication technologies (ICTs),
transformations provoked by the convergence between television broadcast and
internet broadband allow for the boundary between traditional, linear television
P.C. Murschetz (*)

Alpen-Adria University Klagenfurt, Institute of Media and Communications, Klagenfurt,
Austria
e-mail: paul.murschetz@aau.at
D. Prandner
Department for Communication Studies, Paris-Lodron-Universität Salzburg, Salzburg, Austria
e-mail: dimitri.prandner@sbg.ac.at

56 P.C. Murschetz and D. Prandner
offerings and the internet based online video content to disappear (Murschetz 2015;
also see Jenner 2016; Obrist et al. 2015).
Yet, the issues surrounding structural change in television broadcasting are far
from straightforward. The underlying economics are highly complex, but their
importance to all stakeholders is evident. The seminal question of who will own
the television audience and control the user interface is still an open one (see
Murschetz 2015).
One important consideration therein will be the role that traditional or “legacy”
broadcasters—private free-to-air (such as Germany’s ProSiebenSat1), pay-TV
operators such as Sky, public service broadcasters (such as ORF in Austria or
ARD/ZDF in Germany), will play when being confronted with new competitors
from outside the television industry, mainly by Samsung, Amazon, Apple, Google,
and Netflix (Murschetz 2015). In fact, investments in service improvements and
content wealth allow these new players to operate as new TV platform providers to
displace TV industry incumbents and offer online video libraries with entire
seasons of high-rated TV shows mostly produced by the big Hollywood studios
(ibid.). Interestingly, these companies have their origins in completely different
industries, like e-commerce, consumer electronics or rental services, with ties to
different customer and user pools.
As it stands, it is expected that the traditional television broadcasting networks
and their most popular channels can still deliver to large audiences in the future
(Murschetz 2015). But, as viewing habits have shifted and digitization has blurred
the boundaries between previously distinct access networks and technologies
(in media, telecom, and computing), industry architectures and business models
used within this converged media “ecosystem” or “environment” (Fuller 2005) are
greatly challenged (Murschetz 2015, 2016). Media managers face the need to
satisfy the changing expectations of the audiences and incorporate convergence
into their competitive strategy portfolio to achieve both economies of scale and
scope (Hacklin et al. 2013a; Murschetz 2015).
It is clear that these disruptions encompass issues of technological change and
innovation, effects of the convergence on journalism and the newsroom, effects on
the industry structure and the competitive behaviour of broadcasters and their new
rivals from outside the industry, the ever-more-important changes in audience
structures and behaviours, and the creation of public policies to protect consumers
(Murschetz 2015; see also Chan-Olmsted and Kang 2003; Doyle 2010; Hacklin
2008; Hacklin et al. 2013a, b; Kind et al. 2009; Wirth 2006).
Certainly, “Connected TV”, sometimes referred to as Smart TV or Hybrid TV, is
the new buzzword in home entertainment, includes a wide range of technical
solutions that bring linear TV and the internet world together (European Parliament
2013). TV sets are with added Internet connectivity, set-top boxes delivering
audiovisual content “over-the-top” (OTT), connections are offered to social media
and networking services (“Social TV”), and viewers have the ability to interact with
gestures and voice commands or use multiple screens (“Multiscreen-TV”) for audio-
visual communication, etc. (Murschetz 2015).
‘Datafying’ Broadcasting: Exploring the Role of Big Data. . . 57
At the most basic level, viral phenomena such as rating, sharing, liking,
retweeting, and other forms of structured and unstructured data sourced from
Connected TV platforms, and their affiliated social TV media have created a dialog
among programmers, distributors, and broadcasters—and even between artists and
the audiences they desire to reach. This represents a huge potential data source for
identifying demand through market research (provided that viewers have consented
to their data being tracked, saved, and analysed), albeit one that is substantially
unmediated and requires intensive processing, analysis, and integration with other
data streams to yield meaningful insights. Reed Hastings, CEO and founder of
Netflix, for instance, builds business decisions on “informed intuition”, i.e., the
combination of big data and gut decisions (Ferenstein 2016).
However, not all is rosy. Most of these advantages have major strings attached.
For instance, when Samsung—the consumer electronics giant and leading provider
of Connected TV services—announced that a viewer’s personal conversations
would be recorded by the device’s microphone, it became clear that not only privacy
fears were real. Rather, Connected TV is to be associated not only with latest
technology, new content wealth, and audience gratifications, but also with underly-
ing industrial strategies of broadcasters collecting mountains of data with powerful
and sophisticated analytics tools about their users and audiences. This is to gain
competitive advantage in the ever more competitive environment. At the heart of
this dilemma—and this is our main issue in this chapter—lies the question of what is
to be gleaned from these “big data” repositories that are currently established and
curated by broadcasters.
Big data—also called the “next frontier” for innovation (McKinsey 2011) in
many industries—is an umbrella term for a variety of strategies and tactics that
involve massive data sets, and technologies that make sense out of these
mindboggling realms of data. As for the media, Stone (2014) put it succinctly:
“The Big Data trend has impacted all industries, including the media industry, as
new technologies are being developed to automate and simplify the process of data
analysis, and as throngs of data analysts are being trained and hired to meet the
demand for the analysis of these data.” (p. 2) Yet, the industry can be dramatically
reshaped by the insights big data has to offer. Broadcasters, content curators and
advertisers can utilize this information and make predictions that will fundamentally
change business models and revenue streams (Altimeter 2014; Gfk 2015; McGrath
2013), and, notably, whether this provides a benefit for the audiences or not.
In this chapter, we explore the role of big data and its implications for strategic
management of broadcasters and their data-driven corporate strategies to interact
with audiences in the emerging Connected TV ecosystem. We argue that the claim
that big data is a driving mechanism of media convergence requires much closer
scholarly attention to research in media economics at large. Although we identify
big data as a core dimension of media convergence, we have scant insight into the
conditions in which it is likely to be economically consequential for broadcast TV
and—even more importantly—for television audiences. We are convinced that
media economics can deliver new insights to this to avoid cognitive blind spots
and managerial misdiagnosis. Hence, to advance our theoretical understanding of
how big data adds economic value to a broadcaster’s convergence strategies, we

believe that further research into big data needs to stand the test of contextualization
with respect to analyses in media economics.
Second, we also believe that Connected TV delivers a good example for
industrial convergence in broadcasting in which we see both established media
trying to capture market space and the rise of digitally based companies such as
Amazon, Apple, and Google and others as significant content and service providers
diversifying into and attacking the traditional TV domain.
Consequently, the primary purpose here is to explore the extent to which
analyses into big data can help understand both opportunities and threats of its
use with regard to legacy broadcasters trying to make the most of it in order to
achieve competitive advantage through product differentiation and audience
engagement techniques. In particular, this situation offers an opportunity to exam-
ine the strategic efforts of broadcasters by means of big data strategies in order to
prevent competitive displacement, thereby reducing the pressure of direct compe-
tition from identical products or close substitutes from the new entrants in
Connected TV such as Samsung, Netflix and others (Bakos 1991; Dimmick 2002;
Dimmick et al. 2004).
As for methodology, we have reviewed the most topical literature on the
transition of the broadcasting television industry and apply insights and evidence
from a range of academic and commercial sources to demonstrate that affirmative
thinking behind the concept of big data overly simplifies its impact on established
media. We triangulated suggestive evidence from various sources: desk research
and document analysis in order to collate and synthesize existing research on big
data and TV broadcasting.
2 How Will Big Data Impact the TV Industry?
Certainly, debates about the “buzz-word” big data, circle around the key proposi-
tion that currently technological means make it possible to track both the viewers
and their viewing behavior. A process that is tied to what is elsewhere called
“datafication”; the automatized translation of information into quantitative datasets,
largely based on material that had not been viewed as information in the past
(Mayer-Sch€ onberger and Cukier 2013). Now, when audiences time-shift and
“binge”-watch programs, TV companies can trace viewing patterns and learn
from them in ways previously unknown. They are able to observe whether audi-
ences grow or shrink after the first few episodes or from season to season and adjust
plans accordingly.
Large TV corporations may use big data for a range of projects or initiative.
Generally, big data is associated with the analysis of large datasets, originating from
different empirical underpinnings (Parks 2014). The sources currently utilized in big
data driven research include automated data aggregation and mining, web and mobile
analytics, data visualization, sentiment analysis/opinion mining, machine learning,
natural language processing, and computer-assisted content analysis (Buschow et al.

2014; Felt 2016; Freelon 2014; Giglietto and Selva 2014; Mahrt and Scharkow 2013;
Mathieu et al. 2016; Scharkow 2013; Trottier 2014; Wagner-Pacifici et al. 2015).
Thus, big data includes, but is not limited to, information from actual conversations
people have over social media e.g. Twitter, contextual data like the times a specific
entry point to e.g. view a series has been used, as well as the sheer number of times a
certain term has popped up in the discussion (Chen et al. 2012).
Using this assessment as a starting point for the description of big data outside
the academic debate, we follow Stone (2014) and posit that the “media industry can
think of big data as the Four Vs, including volume of data; velocity of data, meaning
it needs to be analyzed quickly (especially news); in a variety of structured and
increasingly unstructured data formats; which all have potential value in terms of
high quality journalism and business insights and revenue. As this broad argument
shows, the term big data lends itself to, but can also be applied to different fields and
problems The variety of definitions, tied to the very liberal use of the term by
different players in the industry, resulted in the fact that there is no unique definition
for big data in the business world and the academia has to define it on a case by case
basis (Bughin 2016).
Most working definitions tie it to the IT-infrastructure used to gather data. It is
telling that, for example, Bell (2015) stated during a talk at the Fields Institute that
‘I shall not today further attempt to define big data, but I know it when I see it’,
before going forward and addressing its impact on modern data analysis, but not
limiting him to a certain field or claim associated with it. Indeed, the term big data is
commonly used as a catch all term for the opportunities presented by the exponen-
tial growth of data in the media sector, including structured, internal data available
through media companies’ own databases, as well as unstructured data on a
multitude of digital channels, including video, audio, photos and reams of social
media text” (p. 1, emphasis added). Philip O’Ferrall, Senior Vice President of
Viacom, later stated: “six months ago we were tied to basic concepts: audience,
web traffic or impact of social networks. Now, we have a team of business
intelligence directed by a doctor in mathematics. Each statistic we handle allows
us to increase value” (O’Ferrall 2015).
One key component for big data in the TV context is the digital trail left by
viewers as they flick from channel to channel. This information is invaluable for
both broadcasters and advertisers: it reveals the audience’s likes and dislikes and
allows broadcasters to target their content more accurately (Royal Television
Society 2016). However, when it comes to informing the creative process in
programming, it is still in its infancy. The emerging direct market relationships
between audiences and producers (via VOD platforms like Netflix, for instance),
are, however, starting to change this (Rogers et al. 2002).
3 Competing in a Big Data Driven Broadcast Ecosystem
The challenges of ubiquitous content and connectivity to TV create strategic

problems for traditional broadcasters that currently seek to refine or update their
business strategy or trying to establish a new business model including Connected
TV. Fundamentally, technology-driven convergence processes facilitate business
model innovation, which means that the organizations need to reconfigure and
reinvent how to create value in this new domain.
However, industry insiders have been quick to grasp that commercial mass
media would be struggling to find new revenue streams for the converged-media
future. They have proposed different strategy perspectives for organizations (Daidj
2011; Downes and Nunes 2014; Khajeheian 2016).
On this basis, the executives, supported by a fleet of affirmative experts, pro-
posed that the broadcasting industry’s future can only be safeguarded by large-scale
experiments in product innovation and market development (Dogruel 2013), the
invention of new strategies for distribution (such as, for example, the “platform”
strategy replacing TV channels), viewers as consumers and their’ willingness to
share personal data (Evens and Van Damme 2016), monetization activities and the
search for new business-models (such as the “Paid-Owned-Earned” strategy
described below), and lately, the application and use of big data analytics and its
potential impact on company performance (Bughin 2016; Chen et al. 2012; Gfk
2015; McKinsey 2011, 2016).
We estimate the potential for big data and analytics to create value in three
specific domains:
• Big data as audience analytics tool. Studies on how broadcasting organizations
create value from their ever increasing datasets combined with powerful and
sophisticated analytics tools and the challenges they face in doing so show how
they minutely capture audiences’ viewing habits which allows them to target
advertising and to recommend appropriate content (Napoli 2011, 2014; Vidgen
2014). However, the strength of digital technologies, be it social, mobile, big
data analytics, or cloud computing—does not lie within these technologies
individually. Instead, it consists of how broadcasters integrate them to transform
their organizational processes and business models.
• Big data as audience engagement strategy. Rating methodologies, traditional
performance indicators, and metrics no longer reflect today’s TV reality (Nelson
and Webster 2016). Changes in how audiences actively use and engage in
television, and the ways in which these behaviours are measured facilitate the
transformation of dealing with audience activity. Today, big data is often used to
more or less loosely describe techniques, that are understood to “commodify”
TV audiences in the digital TV audience marketplace, i.e., to target them more
effectively with personalized content in order to optimize advertising revenue
(Couldry and Turow 2014; Jennes et al. 2014; Kosterich and Napoli 2015).
Instead, applying the right audience metrics as the new “currencies”, and tracing
audience engagement patterns could be used to better understand sense making
processes and emerging protocols.
• Big data as business model innovation: As for television broadcasting and its
transition to Connected TV of the future, managers are faced with both the need
to satisfy viewers’ expectations and needs and the requirement to implement
convergence as an industrial strategy. Broadcast TV needs a new business model
for a converged future (McGrath 2013). Social media enhancements (“earned
media”) are ideally suited to complement “paid” (i.e., advertising funded) and
“owned” (i.e., any property that a broadcaster can control and is unique to its
brand) media revenue models. Big data patterns from social media can help to
optimize earned media strategies as the legacy revenue model through paid and
owned media has run into difficulties. Paid advertising has found many outlets,
atomized into thousands of blogs, Facebook pages, and specialized television
and radio stations, so that return on investment is becoming difficult. “Owned
media”, on its side, is too expensive.
3.1 Big Data as Audience Analytics Tool
Let us begin with an interview by Vidgen (2014) undertaken in the context of a

research project on Big Data and television, funded by the EPSRC’s NEMODE
(New Economic Models in the Digital Economy, Network+) program in the United
Kingdom. There, a manager responsible for business analytics at a broadcasting
organization had to recognize “that data was going to transform all aspects of
broadcast, and all elements of broadcast. And part of that was because he saw a
big change in viewing behavior from a broadcast type relationship to mass interme-
diation happening . . . [the] consumer starting to watch more on their mobiles and
tablets, they have a natural return of data. So, he was absolutely convinced that from
a strategic perspective data enabling the organization was going to be key” (p. 11). In
fact, developments toward Connected TV are driven by the interplay of the
industry’s creed in “technology push” and the viewers/users need for “demand
pull” in the media. These lines between what is offered (“push”) and what is
demanded (“pull”) are becoming more and more blurred with the continued devel-
opment of digital media convergence. Data helps to in those cases to give insight into
implicit consumer behaviors, creating predictors for consumer behavior that help
companies the chance for proactively responding to changes in market environments
(Day 2011). For instance, Netflix used big data to create its TV shows—recent
examples include e.g., House of Cards, 13 reasons why, Daredevil) by analyzing
and predicting preferences of subscribers, instead of relying on a human decision
making process (Erevelles et al. 2016; Bughin 2016). And it is no secret that today
big data is rewriting Hollywood scripts that perfectly fit the viewer demand (Bughin
2016; Haughton et al. 2015; Lycett 2013). Recent case studies show that those
changes are driven by investments into human resources and software that is
based on pattern identification (Bharadwaj et al. 2013).
Still, it has to be stressed that the proposition that convergence would result from
a “techno-economic paradigm” (Perez 2010), a term to depict the notion that media
development and change would stem from the constant interplay of technological
innovations and entrepreneurial strategy for media to grow profitably, remains
problematic or is, at best, speculative, and analyses based on it are not able to
give valid inferences.
If it is true that the success of Connected TV shall take place in the consumer’s
interest, then it is about audiences creating value out of broadcasting rather than the
broadcaster’s efficient use of big data. Certainly, there is a tension between visions
of societal benefit and the industry’s use of big data technology that undergirds all
viewer interactions with new TV technology. However, as Gillespie (2014) has
rightly stressed when analysing the role of algorithms in the digital era, “there are
specific implications when we use algorithms to select what is most relevant from a
corpus of data composed of traces of our activities, preferences, and expressions”
(p. 168). From the perspective of the techno-economic paradigm big data technol-
ogy comprises the devices, tools, and techniques needed to transform inputs into
outputs in a way which enhances the economic performance of the organization
(Bughin 2016). As described by Gandhi et al. (2015), “the resulting ecosystem of
big data technology is made possible by the evolution of TV application architec-
tures from dedicated hardware-centric functionality to a combination of hardware
appliances and modular software services. As a result, big data technologies can
support rich, interactive TV experiences by collecting, storing, and analysing
federated events and by creating usable information for end-consumers, operators,
and programmers” (Gandhi et al. 2015, p. 1). In sum, these technical tools let
broadcasters not only capture existing structural and behavioural data, but also
predict models for viewing behaviour, monitor cross-media viewing habits, and
cross-analyse viewing with purchase behaviour and social media trends. “It also
shows them how to schedule programs to lower costs, rev up ratings, and build
audience flow; single out the most impressionable viewers and engage them to
watch more; target promotional spots to convert more viewers while consuming
less airtime; and direct the right ads to the consumers most likely to respond”,
Dennis Kneale, analyst of Broadcasting & Cable (2016) reported.
However, there is more to big data than being a mere tool for audience com-
modification (Kosterich and Napoli 2015). We also have to ask what audience value
is and how big data technologies can contribute to it. Information deriving from big
data could be used to enrich audience engagement and user experience, for
instance. Cultural studies have long been arguing that audiences make active use
of the technologies offered to them to create individual value and meaning.
Confronted with a new appliance, individuals develop practices (protocols) that
are socio-culturally bound. The Mobile Phone Appropriation (MPA) model (Wirth
et al. 2008) helps to understand the adoption circle of innovative ICTs and could
easily be adapted to Connected-TV. It integrates elements derived from a quanti-
tative perspective on adoption and those from a qualitative perspective on appro-
priation. The implementation of the latter concept stresses the importance of the
social negotiation of meaning within the process of innovation adoption, something
which cannot be understood by big data alone. As appropriation is modelled as an
active and creative process embedded in the culture of every life, context is crucial
for its understanding. This also includes restrictions of technology appropriation

(Wirth et al. 2008). Typically, when it comes to convergent media and the role of
big data, privacy issues and data security are felt as key hurdles restricting
appropriation.
Communication is a vital part within the appropriation process, both on an
interpersonal level and via media. The MPA model highlights the symbolic value
of a new ICT like Connected -TV that adds to its use value. Thus, deconstructing
symbolic meaning adds context in order to better understand patterns of audience
behaviour derived from big data analysis. For instance, if channels and schedules lose
their orienting power, other concepts have to fill the void like the reliable content of
serials or techniques like ad targeting or personalization using big data and algo-
rithms. The notion of quality TV as meta-genre (i.e., discursively constructed con-
cepts that support selection, frame comprehension, and channel interpretation akin to
brands; Schlütz 2016), for instance, helps to explain why the term “quality TV” can
work as a USP in market relations where high-quality television series are sold
directly to fans as one-off transaction as with as Pay-Per-View (i.e., the consumer
pays on demand for a specific show), electronic sell-through (title is downloaded by
the viewer) or on subscription.
3.2 Big Data as Audience Engagement Strategy
Broadcasters increasingly realize that television deals in very large amounts of data.
From viewing numbers, household data, and television ratings, the ability to
analyse large numbers is a necessary and timely advancement. They can see how
many minutes of a show a viewer watches, whether they watch a single episode in
one sitting, or whether they run through three or four (or more) episodes per night.
Netflix, for instance, uses data like this to evaluate their policy to publish whole
seasons instead of weekly episodes (Kastrenakes 2015). Thus, broadcasters can
now collect a wealth of information from increased viewer engagement that far
exceeds traditional ways of data collection. We understand viewer engagement
with Askwith (2007; Bobineau 2014) as an overall measure describing both the
depth and the nature of an individual’s specific investments in a given object (p. 49).
Thus, engaged viewers are more prosumers or users than consumers. They create
(additional) meaning by engaging with television content in several ways like, for
instance, using “paratexts” (i.e., professional or user-generated ancillary content
that adds to the sense making process; Gray 2010) and interacting in social media
(thereby creating even more data traces). These activities enhance involvement in
the text, identification with its characters, participation in follow-up communica-
tion, and motivation to seek out similar content. Integrating big data with such
contextual information will provide a depth of knowledge that complements current
measurements such as ratings (e.g., as with GfK in Germany, Nielsen in the U.S., or
BARB in the UK). While those ratings project whole numbers based on a sample,
new ways to track engagement and tie data to users on a more granular level will
give both broadcasters and advertisers greater insight (videa 2016). It could also be
used to better understand audience engagement and its implications for the creation
of meaning. None of the traditional dimensions—who, what, where, when,
how—are stable or inherently predictable. Big data analysis, derived from
Connected-TV viewing behaviour and affiliated social media technology and use,
by contrast, combines viewer metadata, device-level data (views, completion of
episodes, and whole seasons), distribution-level data (TV, mobile, computer, game
consoles, etc.), web traffic data (volume, click-troughs, page views), geo-location
(postal code), or data from third-party sources (e.g., TV ratings and credit card
data). These data let broadcasters develop personalized relationships with their
audiences, which until now have been unimaginable. They are now able to:
• understand how, where and when people are enjoying programming content and
services;
• reveal exactly who is accessing which content at what time and where;
• open new channels for personal interaction and dialogue;
• extend influence far beyond existing geographies and target audiences (e.g., to
acquire new audiences such as millennials); and
• aggregate individual data for insight and intelligence across platforms (i.e., as
input for further programming decisions, new distribution decisions, optimizing
programming plans, ad targeting, and real-time marketing).
Again, a fundamental limitation of big data is the lack of contextual data, for
instance with regard to attitudinal information. Big data tells you who is watching,
but not why, and with what effect. Classic market research—such as panel mea-
surement—alongside return path data (RPD), and social media data will thus retain
importance accompanied by qualitative data that aim at understanding individual
readings and the sense making process of audience engagement.
So, what does big data do for the audience in order to be attractive? According to
the MPA model mentioned above (Wirth et al. 2008), viewers allocate symbolic
meaning and value to media that are derived from meta-communication: “Television
is not only what producers assemble, nor only the particular text on the screen, nor
only what viewers make of it, but consists of all of this: all the institutions and
practices that surround, produce, and contextualize those moments, i.e., all that
makes the very idea of ‘television’ meaningful.” (Kompare 2011, p. 97) Social
media have become an important platform for engaging consumers in meta-
communication. The ensuing dialogue among programmers, distributors, and broad-
casters, and even between auteurs and their audience add to the sense making process.
This is evidently of big interest for the media industry as a whole. And to no surprise
McKinsey research shows that they are active in this part field since the beginning of
the decade (McKinsey 2016). But once again, it is evident that this only works when a
large amount of user data can be generated and for this a critical number of engaged
users has to exist (Erevelles et al. 2016; Napoli 2016).
3.3 Big Data as Business Model Innovation
The mass media industry’s future will presumably be defined by experiments in

monetization. New publishing business models are indeed already evolving. Com-
panies are looking for new revenue streams, while also using cost-cutting strategies
as a tool to drive their business toward innovation (Baumann and Hasenpusch 2016;
Khajeheian and Friedrichsen 2017; Küng 2017). The advertising and subscription
business models that supported traditional media companies in the past, however,
appear to fail to do so in the digital age (Khajeheian and Friedrichsen 2017).
Addressing this capitalization gap raises the fundamental questions of how com-
mercial media will manage to survive as traditional sources of revenue (paid
display ads, subscriptions, and direct sales) shrink (Murschetz 2015). Solving this
issue is vital as the legacy revenue model through paid and owned media is starting
to fail. We have already discussed that. Consequently, broadcasters look out for
other sources of revenue. To that end they develop sophisticated “Social-TV”
integration tools that aim at driving viewer tune-in, audience engagement, and
loyalty in order to boost ratings, live viewing, and user involvement (Horst et al.
2018; Pardo 2013).
In addition, Social TV apps and multi-screen solutions open new avenues for
usage. These apps let users:
• see what their friends are watching and invite them to watch it simultaneously;
• chat, share and tweet around TV programs;
• register through Facebook or Twitter;
• get additional information on anything they see on screen—topics, people—through
direct links in the app to Wikipedia, IMDb and others;
• purchase products (i.e., from product placements) and download content (songs,
series, books);
• download apps to their mobile phones; and
• interact with the enabled adverts to enter competitions, votings, polls, gaming etc.
Additionally, as a result of these new dynamics, the television industry gains
access to another currency: data. The broad range of data traces can be used to
inform decisions about programming (i.e., using big data as an input to produce or
commission original content that viewers really want), distribution (i.e., data used
to evaluate the efficacy of various distribution models), promotion (i.e., data used to
identify effective promotion strategies), ad targeting (i.e., allowing digital adver-
tisers to analyze the massive amount of personal data that consumers share, and
offer those consumers more personalized and targeted ads for products and services
they would use), and business model innovation (see, below). Large data-driven
companies, such as Facebook, Twitter, and Google, show how data stimulate the
monetization of the digital space: Their platforms track and sell consumer data,
thereby increasing the value of the companies with every like, share, search, or post
while at the same time violating users’ rights by ignoring privacy issues (Brown
2016; Evens and Van Damme 2016). However, from a consumer’s point of view
this could still be beneficial, because media organizations could require readers to
share personal data instead of charging them for the product. In today’s big data era,
online platforms, such as Facebook and Google, utilize consumers’ personal data to
optimize personalized offerings in return for free services. The so-called “datawall”
(an analogy with paywalls) secures access to a selection of (free) personalized
media content. The datawall business model requires that viewers share personal
data with news organizations in order to obtain free access to a particular selection
of digital content. However, the datawall’s success ultimately rests on consumers’
willingness to share personal information, and hence, pay with personal data. Issues
of data protection and privacy, however, may undermine consumer acceptance of
datawalls and hinder the implementation of big data strategies (Evens 2016; Evens
and Van Damme 2016).
4 Conclusion: Impacts on Competition are Unresolved
This paper has sought to interrogate the role of big data as a key driver of change in
new television broadcasting ecosystem, and of the social practices and cultural
protocols (and their resistance to embracing these, respectively) that emerge in its
shadows. Theoretically, we conceptualized some fundamental relationships
between the concepts of big data, the media economics of television broadcasting,
primarily with regard to the role big data plays in strategizing about the right level
of audience engagement.
Given the findings of our discussion, we can reasonably conclude the following:
First, it is important to note that big data is not a mere buzz-word to describe the
technology and the associated software solutions used broadcasters to dream up
viable new business models. Rather, it is a social practice: Audiences employ
technology in order to actively influence if not shape television broadcasting
(behavior) in their own favor. However, while theorizing on “digital traces” itself
is subtle and sophisticated, skepticism as to its value for analyzing changes in
television broadcasting within the digital marketplace prevails. Ultimately, how-
ever, research into “datafying” broadcasting needs to confront this deficit because,
as it appears, big data changes broadcasting in ways that may be more beneficial to
the industry than to the audiences.
Second, we observed that theoretical conceptualizations on how to contextualize
big data remain largely underdeveloped when it comes to the appropriation of ICTs.
We therefore view big data as a concept that is in need of much deeper theoretical
explanation in media economics in order to aid integrating the concepts into a more
holistic theoretical assemblage. This will provide a better comprehension of the
diverse, interrelated processes at work and the interconnections with human sys-
tems of meaning. Furthermore, it can be used to guide models and simulations for
predicting long-term trends and possible adaptive strategies of all actors. For the
moment, no such model is in sight. It seems to be crucial, however, that such a
future model integrated strands from both media economics and audience research
in order to account for the techniques as well as the protocols (i.e., social and
cultural practices that are the outcome of viewers’ appropriation of a technology)
convergent media are comprised of.
And third, when looking into identifying “digital strategies” in new TV broad-
casting ecosystems such as Connected TV, much deeper insight into the role of big
data and viewer “datafication” as well as audience engagement in changing broad-
casting is necessary. Obviously, there is still a lack of critical analysis in media
economics research that would go beyond euphoric industry rhetoric and challenge
notions of viewers as commodities. Analyses into direct, unmediated market
relations between broadcasters and audiences are a first step in this direction
(Rogers et al. 2002). For now, much of the rhetoric of big data contains no
meaningful analysis of its potential perils, only the promise of the glass consumer.
Recognizing this key paradox of big data, i.e., showing its perils alongside its
potential, will help us to better grasp the concept and the theoretical and empirical
consequences.
And, finally, we confirm that it is very important to make the right strategic
decisions in order to be economically successful. Legacy broadcasters may easily
be ‘stuck in the middle’ and offer products to the mass market while missing out
high margins in the niche segments. Big data can, however, well help providing
new insights into these niches.
To conclude, we wish to stress one last important factor: analysing the role of
“datafication” within the context of television broadcast media should include its
implications for television as the most influential democratic mass medium in
society. Further research into big data and its role for changing broadcast television
needs to recognize this fundamental ingredient: that television should primarily
serve the audiences who are supposed to actively shaping their own media future.
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Paul Murschetz, Ph.D. habil., is a researcher in media econom-

ics and media management and lectures on media management and
creative management and marketing at various higher education
institutions. He has published widely in journals such as The
International Journal on Media Management, the European Journal
of Communication and the Annals of the International Communi-
cation Association and is a frequent conference speaker (German
Communication Association, World Media Economics Confer-
ence, European Media Management Association).
Dimitri Prandner, M.A., is data processing specialist at

AUSSDA—the Austrian Social Science Data Archive—and
research associate at the Department for Empirical Social
Research at the University of Linz. He teaches research method-
ology at the Universities of Salzburg and Linz. He was an aca-
demic coordinator as well as the field research liaison for the
Austrian Social Survey 2016. His research interests are the devel-
opment of data collection tools and political sociology.
Part III
Small Media Firms
War of Attrition in Polish Video-Games
Printing Press: Customer Retention
to Survive Printing Press in the Age
of Digital Communication Technologies
Simon Gladysz, Datis Khajeheian, and Saeed Lashkari
Abstract This chapter is a case study that narrates the story of how PSX Extreme,
a video game magazine with a legacy in the video game market of Poland, faced
with dramatic changes in printing press market. By digitalization, the printing press
entered to decline phase under pressure of internet and social media. Payn model
used as a theoretical model, that involved three theories of customer satisfaction,
co-creation and customer relationship management (CRM). By two surveys and
three interviews with practitioners of this market in Poland, it concluded that PSX
Extreme must follow a new strategy of co-creation to deliver value to its target
customers.
1 Introduction
It was in the late nineties when computer games market bloomed in Poland, like
many other places in the world, and consoles such as PlayStation, Sega Dreamcast
and later, after the year 2001—PlayStation 2 and Xbox appeared in many houses.
Soon, many of youth found a passion into games as their favorite hobby, and as a
supplementary for these young users of video games, the market experienced a
boom in video games magazines. The game press offered near 15 titles about
consoles and another 15 about games and news related to the PCs market. To
quote Martin “Martinez” Przasynski—the founder of “Secret Service”, which was
the most popular and legendary magazine in those days:
This article is a short version of MSc. dissertation of Simon Gladysz that has been performed under
supervision of Dr. Datis Khajeheian. Saeid Lashkari has extracted this article as a book chapter.
S. Gladysz (*)
Molson Co., Szczecin, Poland
e-mail: simon.gladysz@gmail.com
D. Khajeheian · S. Lashkari
e-mail: khajeheian@ut.ac.ir; saeid.lashkari@ut.ac.ir

76 S. Gladysz et al.
(. . .) it was a golden era and very profitable industry at that time. At the peak, we were
selling 120 thousands of copies. Every month to our editorial office was coming around
6000 of letters. (Przasynski 2011)
As the game industry was developing, new gaming printing press appeared in the
market. Between 1994 and 2004, many editors of these magazines were idols for
youth and their magazines have had an impact on the culture of whole generations
in Poland. However, this golden era of magazines like the whole press industry
were revolutionized and challenged by appearance of the Internet. Now, video-
games printing press market has changed irreversibly.
In March 2013, video games press market ended a famous cult magazine named
“Neo Plus”. It was the last direct competitor for “PSX Extreme”, which dealt only
with console games (no PC content). In 2014, 13 years after video games market
reached to a turning point, previously mentioned “Secret Service” reappeared. But
this return lasted only for two editions. If we look at the video games press market
after year 2010, it may be noticed that there was also a number of entirely new
magazines, created by game enthusiasts, but they fell as quickly as they appeared.
Finally, in 2016, we have currently two magazines about games on the Polish
market—“PSX Extreme”, a company that is subject of this chapter, and its
counterpart CD Action (used as a case study), associated mainly with PC games
content. It should be noted that in spite of different game platforms (mainly
consoles vs. mainly PCs), these two magazines are now direct competitors. For
this reason, the players are no longer divided into those who play only on one
platform like Xbox or PC, rather they are multiplatform customers and they play on
any device. Moreover, for a large number of games that come out on consoles,
there is also premiers on the PCs. however, it should be noted that for many years
on the market we have so-called “exclusives” phenomenon, when some cult games
appear only on one game platform. For example, “Gothic” is a game that could be
played only on PC.
In spite of optimistic view of the “PSX Extreme” board about their condition,
many people speculate that this magazine is the next one which will disappear from
the market as a result of war of attrition. It is because year by year, sales and
circulation decrease, slightly but steadily. “PSX Extreme” thrives on the market for
the longest period (almost 19 years), thanks to their unique style of writing and the
great relationship with customers based on editors’ “openness”. With this regard, it
is assumed that the critical challenge ahead of this magazine is retention of its
existing customers, and then acquiring new ones. Such problem is a complicated
and challenging, considering the turbulent market that consistently offer new
opportunities for customers. “To maximize customer lifetime value, a company
must not only convince customers to buy its product or service once; it must also
retain them” (Hamilton et al. 2017, p. 79). In the age of disruptive technologies,
customer retention is becoming harder and harder (Tamaddoni et al. 2017) and for
industries like printing press that are in decline phase (Winter and Alpar 2017) it is
even worse. The situation on the printing press market is similar to the aging society
phenomenon (Murata 2008): The magazine has a dozen thousands of loyal fans
War of Attrition in Polish Video-Games Printing Press: Customer. . . 77
who read and buy it every month, but over the years, older customers are slowly
moving away from buying their favorite magazine, as well as they are often moving
away just from playing games. It makes a gap and to continue this path, even for
currently well dealing “PSX Extreme”, it may be only the matter of a time when
they will be forced to quit business.
However, “aging customers” are only a small part of the missing customers.
Some of them probably move to the Internet sources; some simply lose the interest
in the magazine, having no more time or interest in “reading” at all; and some other
pass to the rival magazine, CD Action. This situation brings to mind the “leaking
bucket” theory where the company is compared to the leaky bucket and customers
to the water it drops. If water comes into the bucket less than it leaks at same time,
we have to deal with situation of constant decrease/loss of customer. This will
exclude the company from the market in the long run. That is the reason for
importance of monitoring current clients and measure their level of satisfaction,
to prevent customers declining over time.
The key aspect for surviving, developing and generating profits by a company, is to
consider the issue of customer retention: to keep them loyal and build the long-term
relationship with them. This is a problem which not only games press struggle with, but
also whole press industry of all kinds. This chapter provides an analysis from the
phenomenon of customer retention, and proposes some possible strategic solutions,
which might be considered by the board of PSX Extreme to retain their clients.
2 Theoretical Model
Reviewing the theories in regard with customer retention helps us to understand

problems of customer retention in such a way that we can step forward to identify
and solve those issues. In case of PSX Extreme, a refreshment of their strategy and
initiation of some more “customer-oriented” actions, might be the answer for
“leaking” customers, and allows to retain them more efficiently.
Obviously the relationship marketing is a very broad concept which consists of
many different postures, factors, theories, tools and action which may be taken. The
guideline for choice, was the studying of literature in searching for solution for
“leaking customers” and customer retention phenomenon.
Issues on which this chapter is primarily focused, are the customer satisfaction
concept and to be more specific, its measurement (step 1), a co-creation method of
value creation (step 2), and finally, the CRM philosophy implementation (step 3).
Payne Model has been selected as the theoretical model of this study. As it has been
shown in Fig. 1, this model is divided into three steps: (1) Determining of value
(yellow), (2) Value creation process (blue), (3) Issues around relationship
maintaining (green).
Consulting, changing and designing of a product together with the customers is a
crucial activity. Firstly because in the market-life of print magazine, there is
nothing more important than customers’ regularity. Secondly, during the
Fig. 1 Argumentation: Payne model
co-creation activities customer feels to be important (Baran 2013). To refresh

relations with the customers and build a lasting relationship, the firm must
re-examine the level of customers’ satisfaction to know what the features of
company’s product or service should be, and where to put focus on. Thus, first
step of enterprise should be to gain this knowledge directly from the customer
group. (Islam and Liu 2016) “The knowledge should be acquired, kept up to date
and the firm may develop a coherent, detailed profile (image) of the client, which
will form the basis for the individual, sustainable, mutually beneficial relationship,
aimed to maintain and develop a long-term contact, based on loyalty and satisfac-
tion.” (Wojnarowska 2005). Application of relationship marketing strategy requires
an organization to do a continuous research and segmentation of the market and
customers, to choose customers’ target group, to determine the strength of the
relation, its profitability and value of customer. After making a specific choice,
company may design a strategy and marketing campaign for a customer target
group, effect of which should be first contact with the company (customer acqui-
sition) and then transaction (sales), buying product or service. Further actions are
aimed at the customer retention and gaining his loyalty (Maciejewski 2012).
In case of dealing with the outflow of customers, the firm must examine
customer’s satisfaction and redefine the customers’ expected value. In this research,
Kano model has been used to understand customers’ satisfaction. So, the first step is
to determine the value. Data should be collected directly from the customers
through methods like survey and then, be grouped and analyzed according Kano
method assumptions.
The second step, according to Payne model, is the value creation process. Based
on the collected data in previous phase, the firm decides about changes in the
strategy, improvements of the quality of services, development of products, etc. In
case of such a narrow business as video-game magazine, a fair solution is to
co-create the content with the end customers. The firm must learn how to listen
and build relationships with customers and how to encourage process of
co-creation. Besides, solutions developed in co-creation process are less risky for
company; what is very important is whether its marketing is based only on one
product, like in case of the company we discussed, or not (Payne and Holt 2001a).
The last step comes after the refreshment of transaction (sales) that aims to result
mutual satisfaction. Again, satisfied customer, begins to regain trust in the company.
Trust establishes a relationship between the firm and its customer. This relationship
should be taken care of and well managed, and for this to happen, the firm needs a
CRM platform. The CRM platform is already in place by the process of co-creation;
so implementation of CRM is an absolute necessity for firm’s strategy in relationship
marketing approach. CRM allows monitoring of the market, customer behavior,
changes in the perception of value, latest trends etc. Finally, a well-run relationship
provides the firm with customer retention and regularity of his purchases. The
customer loyalty is the highest level that this kind of relationship can reach.
(Payne and Holt 2001b) This model, focused on customer satisfaction and his
loyalty, could help to gain a proper understanding of process of video game press.
3 About “PSX Extreme”
PSX Extreme is a monthly magazine which treats about games and gaming
industry. Established in 1997 by two friends: Przemyslav Scierski and Wojciech
Oczko. Originally published by “Group 69” located in Katowice city and since June
2011 is publishing by ADVERTIGO SA, with its headquarter in Warsaw.
The magazine includes previews and reviews of latest video games and con-
soles, news and essays about game trade shows, hardware tests and journalistic
materials. PSX Extreme name is taken from Sony Play Station console: “PS” is a
shortcut from Play Station and “X” comes from early design stage of Play Station,
when Japanese who worked on hardware in Sony, were calling this project by a
mysterious name “project X”. Word “Extreme” in the title of magazine, refers to the
hardcore style of magazine.
Magazine originally was treated only about Sony Play Station, but with the
development of video game industry, expanded itself to Xbox and Nintendo
consoles and also to the handhelds market. Therefore, it should be noted that it is
not a magazine about computers, but about consoles and console games.
The current circulation of the magazine is about 30,000 copies and stabilized
sales around 16,000 per month. To this amount it should be added also a sales of
e-version of magazine. In 2009, average circulation of magazine was around 29,000
with sales on level of 19,400 units—so we can notice a decline in recent years.
These figures confirm data of Press Distribution Control Association (ZKDP),
which says that the computer written press market has decreased 17.2% in
average sales in years 2009–2013. Decline of printing press in the era of Internet
many of PSX Extreme’s competitors out of the market, and in result, its most
prominent competitor in Polish video game printing press market is “CD Action”,
which is a more PC games and hardware oriented magazine.
Catherine Zajac, the PR and marketing manager of PSX Extreme says in an
interview:
(. . .) after the end of “Neo Plus” market existence in 2013, we experienced an increase in
monthly sales. This was most likely due to that, the part of the readers of Neo Plus, passed
to us when their magazine stopped being published. In the next few months (from April to
October), PSX Extreme noted an increase in sales about 500 to 1000 more copies sold per
month. This situation lasted for about half a year. Since 2014, we again noted regular
decrease—drop about 200 units less, each quarter. The September number (2015), has been
sold in quantity of 17,900 copies. (Zajac 2015).
4 Methodology
4.1 Customers Observation
To gain a better understanding of what customers need and how they think about the
magazine, an internet search conducted. In related internet forums and communi-
ties’ opinions and discussions among users observed and relevant parts extracted.
Based on gained insight questions for a survey developed.
4.2 Survey
Survey is a good means of measuring responses to specific and exact questions. In

this phase, a survey developed from observations of previous phase and presented
to the community of users. Survey #1 was conducted among the PSX Extreme
forum members, and declared customers/readers of the magazine. Within the period
of one month (between 20 Nov. and 20 Dec.), it managed to collect responses from
a sample of n ¼ 114 people. The survey, its results and interpretation are presented
in accordance with the Kano model of value assessment.
Then, customers/readers were again asked about their opinions in reference to
new ideas in survey #2. The survey itself was a co-creation activity, because
customers had a real impact on that, in which direction the magazine will develop.
However, it was a disposable, single action. But still, in the list of ideas, there were
those which were based on regular co-creation principles, for example introducing
“Article of the month”. Customers should be encouraged to take more active role in
the life of magazine.
4.3 Interview
Interview is a valuable means of collecting of qualitative data, such someone’s

narration on something or extracting ideas in mind of a person, or to collect
fragmented memories and insights of an influencing player in a subject. Three
interviews conducted with three practitioners in the field, one from Extreme PSX,
one from CD Action, that is competitor magazine, and one from an expert in CRM.
Figure 2 illustrates the all three stages of data collection.
5 Data Analysis
5.1 Customers Observation
To understand what value users are seeking for and how is their opinion about the
current value proposition of Extreme PSX, many forums and discussion rooms
reviewed and most relevant and informative feedbacks collected.
In response to the question of “What kind of computer magazines do you buy
and why?”, some respondents expressed that they buy these magazines in search on
information. Interesting writing style and addressing current trends are the deter-
mining factors in purchasing this magazine. Some others responded that they buy it
out of habit and some following their habit of collecting an archive.
Some who dropped the magazine, expressed that the value of articles is lower
and very better-written and interesting articles are available online, although there
are some exceptions in monographic articles, analysis and comparisons. With
regard to the CDs attached to magazines, they say that in the age of the Internet,
buying magazine to get a CD does not make sense at all.
Lukasamd, who has recently subscribed to the print version of “PSX Extreme”,
says that “I prefer a print copy, with which you can sit comfortable in the armchair
or lie on the bed, without staring at the screen.”
In another response, Ichito says that for him, buying print version of magazines
is restricted to long travels by train. He observes that in the web, news appears and
spreads much faster than print magazines.
Hrabia Dracula is another user who does not read any magazines and prefers to
register in the various Internet forums instead. On the contrary, however, some
object that the Internet is flooded by ads and useless content.
ON the website gametrade.pl, the user “N1nja-mast3r” opened a special discus-
sion about a competitive magazine, CD Action. The title of discussion was simple
Fig. 2 Three stages of data collection
and clear: “Why do you buy CD Action?” Respondents answered that because it’s
the best source of information about games and has been always a magazine of great
transmission (in meaning of content). Nice atmosphere, reliable articles, the objec-
tive reviews, cool topics, and nice tests of equipment and accessories were impor-
tant for some users. A user described their attitude toward games as very good and
professional.
Other observations are as following:
With regard to the price, most respondents consider it appropriate. They notice that
the price of magazine has not changed through years. That said, some believe that in the
age of the Internet, it is “pure stupidity” to buy a print magazine even in a low price.
In part of interview with Catherine Zajac PR and marketing manager in
Advertigo S.A. (PSX Extreme publisher), that comes later in this chapter, she
said that their clients want to have something unique and iconic and this is true
most for those who are collectors of such magazines. Her thought is supported by
some observations: The “player-calendar” which was added in last December
(2015) edition of PSX Extreme is a good example. It was just a simple, nice-
looking wall calendar for 2016, with photos from various, popular and well-known
games. See the calendar of the “October page” in the picture:
Next feature mentioned in terms of potential value determining was specific
content: tests of game consoles and their accessories and giving advices if it is
worth to buy them etc. Experts admit that in the Internet we can find a lot of
reviews, but they add that many studies confirm that the people trust print media
more than the Internet. It is difficult in the Internet to distinguish professional and
reliable comments from opinions based on personal views. People are especially
“sensitive” about their money and look for professional sources to justify their
choices. They are more willing to trust professional press rather than an 18 years old
YouTube tester-vlogger.
5.2 Survey
Observations in previous section concluded that the customers of PSX Extreme

have very different requirements and expectations according to the final value. By
analyzing customers’ statements and an interview with Catherine Zajac, it was
possible to distinguish many different areas of potential value, which helped in
creation of Survey #1. According to Demski for each of these areas (groups)
one item (question) has been developed in a survey. After obtaining the list of
items, they were assigned to a specific dimensions (classes) of customer require-
ments. For example, the event “I could not find the new PSX Extreme issue in my
living place” and “I always obtained new issue on time”, should be grouped in one
place, called e.g. “availability of magazine”. Developed list of value areas based on
this project research, is presented as follows: (113).
1. The value of providing information and news about gaming industry.
2. The value of providing a unique, professional journalistic content.
3. The value of providing entertainment and humor.
4. The value of easy availability.
5. The value of appropriate price in relation to quality.
6. The value of providing “extra” additions to the magazine.
7. The value of good magazine’s atmosphere, the feeling of proximity to the
authors.
8. The value of belonging to the group, community of PSX Extreme readers.
9. The value of collectible value, nice design and esthetic.
10. The value of providing horizons development in specific interest areas.
According to Demski theory, one question has been developed according
to each value area (item). However, for this project’s purposes, a kind of double-
structured question has been developed for each item. Thus, every respondent was
asked about the importance of each value for him/her, and then, about judgment of
current situation within this specific value sphere. The adopted scale of assessment
has been set on 1–10 in a 10-point scale. This is familiar scale for the PSX Extreme
customers; because the same scale is also used by magazine in their game reviews,
equipment tests etc.
This survey in this project is called Survey #1, and it was conducted among the
PSX Extreme forum members, and declared customers/readers of the magazine.
Within the period of one month (between 20 Nov. and 20 Dec.), it managed to collect
responses from a sample of n ¼ 114 people. The survey, its results and interpretation
are presented in accordance with the Kano model of value assessment.
Performance of the Test (Survey #1)

Survey #1
How important are below How would you rate PSX
mentioned features of video Extreme, in providing below
games magazine for you? (rate in mentioned values/features?
a scale from 1 to (rate in a scale from 1 to
10, where:1 ¼ completely 10, where: 1 ¼ extremely bad,
irrelevant, 10 ¼ priority) 10 ¼ perfect)
1. Information and 874 966
news about gaming
industry, market
2. Unique, professional 920 805
journalistic content
3. Entertainment and 805 690
humor
4. Easy availability 782 1012
5. Appropriate price in 880 920
relation to quality
6. Additions included 345 437
into the magazine
7. Good atmosphere, 828 713
feeling of proximity to
the favorite authors
8. Feeling of belonging 414 460
to the group—commu-
nity of readers
9. Collectible value, 230 782
nice looking design and
esthetic graphic frame
10. Possibility of 759 828
developing horizons in
specific interest areas
With sample ratio of n ¼ 114 people, the highest score could reach 1140 points
and the lowest respectively 114 points. Results in order:
The most important values for customers PSX Extreme best at

1. 920 (Journalistic content) 1012 (Availability)
2. 880 (Price to quality) 966 (Information)
3. 874 (Information) 920 (Price to quality)
4. 828 (Atmosphere) 828 (Developing horizons)
5. 805 (Entertainment & humor) 805 (Journalistic content)
6. 782 (Availability) 782 (Collectible, design)
7. 759 (Developing horizons) 713 (Atmosphere)
8. 414 (Belonging to group) 690 (Entertainment & humor)
9. 345 (Additions) 460 (Belonging to group)
10. 230 (Collectible, design) 437 (Additions)
The results of Survey #1, showed some disparities between customers’ expecta-
tions in relation to provided value, and value provided by PSX Extreme magazine.
Differences bigger than 100 points are marked in the table above by red color—these
are spheres in which the company should necessarily consider some improvements.
In turn, the features in which PSX Extreme significantly exceeds the expectations of
customers/readers are marked by green color. With reference to the model of the
characteristics value evaluation of Kano, the division is as follows:
1. One-dimensional quality: journalistic content, information, price to quality
2. Standard (must be quality): atmosphere, entertainment & humor, availability
3. Attractive quality: additions, collectible & design
4. Neutral: belonging to group, developing horizons
Performed study allowed to determine where the value lies for the current
customers of gaming press industry in Poland. Moreover, it was possible to discover
where the problems of case company lie and in which area they should seek for
improvements.
5.3 Interviews
Selected parts of interviews with Agnes Szostak and Martin Gajzler are related
mainly to concepts of building and managing relationship techniques, value crea-
tion and co-creation. Not relevant statements have been omitted intentionally by
authors.
5.3.1 Interview with Agnes Szostak
Agnes Szostak says that the quality of writing is the core value of their magazine:
(. . .) we focus primarily on quality; the quality of our writing and individuals we work with.
We are not “dull” and readers feel it. We try to create a magazine that we ourselves would
like to read with the greatest possible attention. We take subjects in which we are good—not
necessarily those which are currently “hot”.
CD Action style is based on an open dialogue with the readers in which customers are
encouraged to interact. They have a competition for an “Article of the month”- everyone
write his own article which has a chance to be published in next numbers.
There is a section called “Action Redaction” in which they interact with readers. They
also search for B2B cooperation outside the gaming market—in exchange for a “gifts”, they
offer them advertising space.
They often ask clients about their opinions on many issues on all social media
platforms—like Facebook, Twitter and YouTube. Some popular, individual editors
create “oases” around themselves, through those media. It helps in creating a close
community. There is a lot of sections, focused on building relationships with
editors—e.g. “Easy going”, where they drop the official, journalistic tone and
write, as they want—loosely.
Interaction should be continuous, because proper CRM is a long-term process.

For this, they try to develop some qualities as their “extra” features. These features
should be something that the competition never think/dream about. That way, they
can be always a step further than others. Companies should also consider the terms
creativity/innovation & CRM. It is worth to think about the CRM in the meaning of
attracting new customers. Consistency, exceeding customers’ expectations, involv-
ing them in process, responding to their requests, increasing dialogue should be
their goals.
5.3.2 Interview with Martin Gajzler
Martin Gajzler believes that when customers leave, something is wrong. He sug-
gests that we should first examine what the company is doing wrong. In his view,
customer satisfaction measurement and determining of their expectations is a
fundamental step. Then, re-organization of work and creating appropriate value
and strategy are important. Gajzler proposes now that the Internet has shaken the
written press industry, it is time for industry to learn how take benefits from the
Internet medium.
One of the techniques he offers is to build tension in anticipation of the product.
He mentions TV series like “Game of Thrones” or “Lost” as an examples in which
producers use this technique:
Throughout the watching, you wait for something to happen and the event continues in the
next episodes; so you have to wait for it and you become a regular customer for the film. In
the next episode, the tension is relieved at the beginning and you feel satisfied. Then, a
“new” tension develops, and the story continues. In the case of magazine, they may use
social media to build tension, or they may publish at least 1 page announcing hottest
content.
With regard to CRM, when customers complain about the quality of journalism,
Gajzler proposes that we should ask them which sections or authors they do not like
and why:
You may also ask them about their favorite sections and then you should consider to expand
or cut relevant material.
Gajzler notices that computer games press has very different customer targets:
from nerds to serious and educated people. He believes that performing humor and
entertainment for such a diverse target is very difficult but not impossible. He
proposes the method of trials and errors to know what fits with such a diverse group
of customers. What he considers important is to realistically assess chances,
resources and opportunities. He says: “Customize your product to the client, not
the customer to your product! Initiate interaction!”
Asking customers for sending their best jokes or materials is another suggestion
by Gajzler. He insists that a company like PSX Extreme needs to experiment and
see what works, to lead an active dialogue and ask for feedback.
He says that customers should have much power in specific activities/areas. He

continues:
We are talking about the issues of the final value/content of the magazine, e.g. innovation—you
want the PDF E-book version of the magazine, read by the editors and their own voice—yes or
no—say it, period. (Gajzler 2015)
Survey 2: Value creation (Co-creation & CRM Solutions, Survey #2)

To propose the solutions for problematic issues within the PSX Extreme, another
survey developed and conducted among the customers about potential changes,
improvements, developments of final value/product/magazine etc.
All eight items of the survey are designed on the basis of the Internet research,
interviews with Agnes Szostak and Martin Gajzler, empirical observation and
theories. In addition, the propositions were formulated under the supervision of
Catherine Zajac from the PSX Extreme.
Would you
like. . ./would
you be
interested in. . .?
Yes No
1. Publishing of “article of the month”, written by reader 82 16
2. Expanding of the most liked & popular sections, by shortening/removing 33 65
those which you do not like
3. Expanding the content (e.g. from 100 to 130 pages), but with increase in 79 19
price (from PLN 10 to PLN 13)
4. Bigger activity of editors on the social media (open dialogue) 39 59
5. Reporting up to date work in the new issue, through the social media 34 64
(pictures videos, trivia regarding the content, funny situations from the life of
editorial office)
6. A comprehensive presentation of every new editor who starts to write for 86 12
PSX Extreme in the magazine
7. The introduction of more entertainment sections (jokes, riddles, puzzles, 50 48
crosswords, thematic comics)
8. The introduction of the PDF E-book -read by the voices of the authors of 67 31
particular articles, pages
With sample ratio of n ¼ 98 people, the highest score could reach to 98 points
and the lowest to 0 points. Results in order of the most “yes” answers:
1. A comprehensive presentation of every new editor who starts to write for PSX
Extreme in the magazine.
2. Publishing of “article of the month”, written by reader.
3. Expanding the content (e.g. from 100 to 130 pages), but with increase in price
(from PLN 10 to PLN 13).
4. The introduction of the PDF E-book -read by the voices of the authors of
particular articles, pages.
5. The introduction of more entertainment sections (jokes, riddles, puzzles, cross-
words, thematic comics).
6. Bigger activity of editors on the social media (open dialogue).

7. Reporting up to date work in the new issue, through the social media (pictures
videos, trivia regarding the content, funny situations from the life of editorial
office).
8. Expanding of the most liked & popular sections, by shortening/removing those
which you do not like.
By analyzing the survey #2, it appears that connection with content generator
(A comprehensive presentation of every new editor who starts to write for PSX
Extreme), Reader Generated Content (publishing of ‘article of the month’, written
by readers) and more content for consuming even in charge of higher price obtained
the biggest support from the customer side. These choices can be interpreted that
readers seek the value of “interesting content” in different types: from well-known
editors, from other readers and in more articles in charge of higher price.
On the other hand, not many people are interested in changes, such as: bigger
activity of editors on the social media (open dialogue), reporting up to date work in
the new issue, through the social media (pictures videos, trivia regarding to the
content, funny situations from the life of editorial office) and expanding of the most
liked & popular sections to shortening/removing those, which you do not like.
One might conclude that pervasiveness of social media doesn’t mean that all
contents are proper to consume in social media. Reader of this magazine prefer to
read magazine in its traditional form: in print rather than online, in charge rather
than free but low-quality, in long articles rather than short chunks of social media.
Understanding of the value customers seek can lead the magazine managers to fit
and reorganize themselves with their customers’ wants.
6 Conclusion
From the emergence of digital media, the print industry has been faced with
“leaking customers”. For this reason, customer retention is one the major concerns
for the firms stayed in this industry. The PSX Extreme Company has been taken as
an example of such firms that are still operating in the print industry in Polish
market. This article has been conducted to answer the following questions:
(a) What relationship marketing approach can retain “leaking” customers?
(b) What relational marketing methods are crucial in creating a loyalty?
(c) What changes may assist PSX Extreme to retain its costumers more efficiently?
Findings of this research suggest that the model designed by A. Payne might
answer above questions. Following this model, relationship marketing can be a key.
To perform it, firms must follow some steps:
1. The first and starting step is to examine why customers leave. This should be
performed by a proper customer satisfaction measurement and interpretation of
results, according to a model like Kano model. This first step is crucial because it
is impossible to establish a good relationship, and in consequence loyalty, if the

consumers do not feel satisfied.
2. After understanding of customers’ demands, value creation is the next step.
co-creation understood as the best option because it customizes final value,
with simultaneous deepening of relation, building trust and so on. For
performing a co-creation, as well as for monitoring customers’ behavior, it is
necessary to get a platform. social media can be used as one of the common
platforms of co-creation.
Philosophy of company should be based on the customer relationship man-
agement’ attitudes. The company has to adjust the product and itself to expec-
tations of customers (Velcro strategy). The customer retention is a long-term
process and it requires continuity. The main assumptions of co-creation and
CRM, complement each other. In relationship marketing approach, the internal
understanding of this philosophy within the company is also very important. The
actions should be performed carefully and not by the method of trials and errors.
3. Co-creation: An important trend in media industry after digitalization is the
involvement of users in the content. While user-generated-content is the main
content of social media and many internet and mobile platforms, increasing the
involvement of users into the process of content production in printing press
must be considered too. Many of printing press have followed this strategy and
consistently increase the share of their readers into the process of value delivery.
Following such strategy for PSX Extreme might enhance the interaction of the
readers with this magazine. Publishing of “article of the month” as well as other
reader-generated-contents is suggested.
4. Digitalization: Many of readers, especially millennial who are generation of
using digital content, are willing to consume the content digitally. They need to
read the content on their handheld devices, to share it with their friends in social
media and to discuss on it. Thus introduction of digital version of content in
different formats such as PDF E-books or audio books or other formats will
increase the customer reach.
It might be concluded that customer churn is an inevitable trend in media market.
For a small media firm like PSX Extreme, the strategy of making a bigger “water
inflow into the bucket” is worth to consider to replace the strategy of preventing from
“leaking customers”. In this perspective acquiring new customers would make more
profit rather than trying to save the existing ones who are in diminishing markets.
Measuring customer satisfaction, implementation of co-creation strategy and
solutions, following CRM philosophy and establish of CRM platforms are some of
most important suggestions for this media firm to retain its clients in such a
challenging and turbulent market that video-game printing press are operating in.
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diagnosing customer value: Integrating the value process and relationship marketing. British
Journal of Management, 12, 159–182.
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December 21st, (2015).
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coach from Competitive Skills Team, conducted on December 22nd, (2015).
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agement with specialization in media management from the Aal-
borg University Copenhagen, former journalist of the Polish
public television, author of dozens of hip-hop music albums and
co-founder of independent record label. The area of his interests
includes e-marketing, communication, latest technologies and the
video games industry. Currently, he works as a marketing and
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operates within the energy and automation sector.

Saeed Lashkari has earned an M.A. in media management with

specialization in local media at the University of Tehran. He has
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The reviewer is currently engaged with a comprehensive research
on local media.
Media Innovations in Digital Music
Distribution: The Case of Beeptunes.com
Taher Roshandel Arbatani, Hooman Asadi, and Afshin Omidi
Abstract Distribution is the center of music industry in new media context. The
main scoping of this chapter is to shed some light on the overall innovative
activities of a new Iranian digital music distributor (i.e., Beeptunes.com). Further,
it seeks to add to our understanding of how different types of media innovations in
digital music distribution can successfully make an efficient media market in Iran.
Based upon the analysis of an Iranian case, here, we show that an online music
business should consider digital platform as a new way for engaging the audience to
its business, instead of considering it as a space to merely selling musical digital
products. Eventually, our studies indicate that digital platforms are not the only
technical objects, but rather they create complex social networks that are heavily
dependent on the user’s innovative activities. Taken all, it can be concluded that
media innovations should not be limited solely to technological innovations, and
online businesses should take a more humanistic consideration. Conclusively, the
theoretical and practical implications of this present study will be discussed for
media scholars and entrepreneurs, specifically in emerging media markets.
1 Introduction
In the late 1990s, several factors such as increase of the Internet speed, expanding of
Internet connections with universities, businesses and other institutions, ease of
storage and file transfer, the emergence of attractive online businesses in the music
industry (like Apple’s iTunes), and etc., increased significantly the popularity of
digital music services (Hull et al. 2011). Overall, the internet and digital technol-
ogies have become the motivation of music firms for creation of new business
models continuously. Following this trend, some new media environment has been
influenced on ways, and intensity of music distribution (Vaccaro and Cohn 2004).
T.R. Arbatani · H. Asadi · A. Omidi (*)

e-mail: arbatani@ut.ac.ir; asadih@ut.ac.ir; aomidi@ut.ac.ir

94 T.R. Arbatani et al.
In other words, since advent of the internet, digital technology can be considered as
a “transformative player” in the music distribution (Rogers 2013).
The first legal online services in the music industry began to arise in 1990,
although none of them did not win a resounding success in their own businesses.
Apple’s iTunes that launched its business in 2003, was able to agree with major
music publishers for the first time and in its turn, achieved to great success in the
music industry; since then, in 2004, competition in online music services intensified
and more than ten online music service raised in the market (Vaccaro and Cohn
2004). The emergence of new online businesses continued to grow at breakneck
speed, and accordingly Rogers noted, “the volume of digital platforms for music
has mushroomed with over 400 such licensed services operating around the world
by 2012 offering 20 million tracks to music fans” (Rogers 2013, p. 82).
As emphasized by Kjus (2016), distribution is the center of music industry in
new media context. However, along with all the benefits of digital technologies, the
internet is noted as a sort of “crisis” factor for music industry in some researches
(Preston and Rogers 2011), and some researchers have noted the dangers of music
digital “piracy” (McCarthy 2013). Eventually, based upon the strongly explana-
tions, Koh, Murthi, and Raghunathan showed that, in the presence of “legal”
distribution channels for digital music (like Beeptunes in Iran), the negative effect
of online music piracy on physical music sales has weakened and finally “digital
music, not online music piracy, substitutes for physical music” (Koh et al. 2014).
According to Aguiar and Martens (2016), over the last decade, purchasing of the
“licensed digital songs” has changed alternatives of music consumption for
individuals.
Over time, the digital music markets have grown significantly and as reported in
the research of Rogers (2013), in duration of 2003 and 2011, online digital music
sales increased from 0.02 to 5.2 billion dollars. In relation to Asia’s media markets,
the volume of online music sales in Japan is estimated at 990 million dollars (Hull
et al. 2011). Moreover, in South Korea, as “the single biggest digital music market
in Asia”, three million people have been subscribed to digital music online services
in 2011 (Rogers 2013).
These new opportunities will be of great importance, especially for a country
like Iran that suffers a lot of problems in the music industry (Mirzamani et al. 2015).
In other words, online market of digital music in an emerging economy, i.e., Iran,
can be considered as a key facilitator in achieving to an “efficient media market”
(Khajeheian 2013); although until now, there exists no accurate statistics reports of
digital music sale in Iran. In this regard, media innovation, as mentioned in Kung
(Küng 2013, p. 10), “is critical to success in media markets”. This is important to
note that the internet and new media technologies are changing “the rules of the
game”, and music businesses in general, and digital music distributors in particular,
must be innovative in all of innovation types for surviving in such a new environ-
ment (i.e., products, processes, positions, paradigmatic and social innovation)
(Storsul and Krumsvik 2013).
The main scoping of this chapter is to shed some light on the overall innovative
activities of a new Iranian digital music distributor, “Beeptunes.com”. More
Media Innovations in Digital Music Distribution: The Case of Beeptunes.com 95
precisely, this research work seeks to add to our understanding of how can five
types of media innovations (i.e., products, processes, positions, paradigmatic and
social innovation) (Storsul and Krumsvik 2013), in digital music distribution make
successfully “an efficient media market” (Khajeheian 2013), specifically in an
emerging market, i.e., Iran.
In order to achieve the purpose of the present work, this chapter is organized as
follows. First, with a brief review on the terminology of media innovation, we show
that what are the main dimensions of media innovation, based upon the work of
Storsul and Krumsvik (2013). Second, the theory of “efficient media markets” will
be described according to the research of Khajeheian (2013), that his theory is based
on the work of Eliasson and Eliasson (2005). Third, in order to provide an
appropriate context for deep understanding of online business music, music is
defined as a creative industry, as a service, and as a copyright industry. Then, the
typology of music distribution will be described. Finally, after analyzing of
Beeptunes.com, as an Iranian case in digital music distribution, the theoretical
and practical implications of this present paper will be discussed for media scholars
and music practitioners, specifically in emerging media markets.
2 Literature Review
2.1 Media Innovation
The concept of media innovation has been described in various ways by different
media scholars. According to Westlund and Lewis (2014, p. 15), media innovation
“refers to change not only in media technologies but also in media practices—i.e.,
practices carried out by media professionals as well as practices associated with
user innovations”. In another study, as noted in Lomborg and Helles (2013), media
innovations belong to today’s online environment. In a detail description, they
explained that:
We understand media innovation to encompass not only the activities of legacy media on
digital platforms, but also the activities of new media businesses that have developed
online, such as online games and social media. Common to both forms of media businesses
is that they face a new range of opportunities for innovation that spring from the online
environment (Lomborg and Helles 2013, p. 146).
Dogruel (2014) offers a broader definition of media innovation and tries to

consider the important aspects of this concept. She describes that media innovation
encompasses:
not only new media content or technology products, but also organizational changes, new
services, and new mental models of media businesses and organizations are covered as
media innovations. Furthermore, the term ‘media innovation’ is not only limited to
addressing new media products, services or concepts, but also describes the whole inno-
vation process, namely the exploration and exploitation of opportunities that result in these
new or improved objects (Dogruel 2014, p. 54).
Storsul and Krumsvik (2013), as we have used in this paper, introduced the
appropriate definition of media innovation as a kind of change in four aspects of
media landscape. Their proposed framework considers a variety of media innova-
tions including the development of new media platforms, creation of innovative
business models and production of new media texts. Having used the findings of
Francis and Bessant (2005) regarding four types (four Ps) of innovation, Storsul and
Krumsvik provided a proper categorization that a range of different media innova-
tions embedded in their framework as follows: (i) product innovation that it
includes new changing in the products and services offered by a media business,
while (ii) process innovation relates to changes in the ways in which products or
services are created and received; (iii) position innovation tries to create changes in
how products and services are positioned within specific contexts, by some activ-
ities such as “management of identities, advertising, marketing, media, packaging,
the manipulation of various signals and addressing a new target audience”; and
(iv) paradigmatic innovation refers to changes in whole mindset towards business,
values and business models; for example, in relation to music industry, we observed
drastically changing in CD sales to different music streaming services and there-
fore, it can be considered a kind of paradigmatic innovation. Nonetheless, as Storsul
and Krumsvik (2013, p. 17) mentioned:
the four Ps are not sufficient for describing all kinds of media innovation. The innovative
use of media and communication services for social purposes does not necessarily imply
new product or services, but could also concern using existing services or products
creatively to promote social objectives.
Moreover, they added the fifth type of innovation in a media business as “social
innovation”. It includes new social ways of media services for different social
needs, and finally it will be an innovation in order to improving of people’s lives.
Therefore, for analyzing of media innovations, we need to know about five aspects
in every media businesses, including product, process, position, paradigmatic and
social innovation.
In addition to all the works that go into understanding of the nature of media
innovation, some researchers have pointed to main facilitators or obstacles of
media innovations. For example, as Doyle (2013) emphasized, legislation for
media organizations in this digital age, is a hinder of businesses to be innovative.
Doyle mentioned that, “the problem is that while some sectors of the media are still
regulated as cultural entities, what they really need in the digital age is a looser
regulatory environment that supports innovation and allows the development of
large companies that can become successful global players” (Doyle 2013, p. 122).
However, the results of Bustinza et al. (2013) encourage policy makers to provide
powerful intellectual property rights regulation which weakens file-sharing across
the digital media.
2.2 Efficient Media Markets Theory
According to Eliasson and Eliasson (2005), the music market is made up of large
companies (e.g., a major music publisher) and innovative artists and audiences. On
the other hand, the direct connection of large companies with artists and audiences
is not feasible or cost-effective. Therefore, there are demands for intermediary
music businesses to link high corporate budgets with creative artists and audiences.
These music firms can be considered as a “facilitator” and also, they can have
different functions in cases such as legal, technical, distribution affairs and etc. As
explained by Khajeheian (2013), a media market in the music industry is efficient
when there are enough intermediary businesses; which these firms, appropriately,
can build a connection between large corporations and creative artists and audi-
ences. In the another recent research, Khajeheian and Friedrichsen (2017, p. 348)
noted that, “facilitators create a match between large companies and small ones,
make space for value adding and synergetic cooperation and also provide exit
markets after success of innovations”.
In particular, the digital music distributors in the music industry are the same
“facilitators” which were described in the “efficient media markets” theory; they
obtain the agreements of major music publishers regarding the copyrights of their
musical products. Moreover, these distributors bring digital products to the audi-
ences through specific mechanisms, which can be a kind of motivation for the
novice artists in order to introduction of their musical product. Without such action,
they have to engage in contracting with large corporations; as well as the discovery
of talents for two important groups, major companies in order to “invest”, and for
eager audiences in order to “spend”.
2.3 Understanding of the Music Business
As Strasser (2009) defined, a music business consists a full range of necessary

activities for production, promotion, performance and distribution of music prod-
ucts and services. After this section, with a more detailed review of literature related
to the nature of the music industry, there will be a deeper insight into the music
business. For this purpose, we will provide some explanations regarding music
industry as a creative industry, music as a service and music industry as a copyright
industry. Then, typology of music distribution will be articulated.
2.3.1 Music Industry as a Creative Industry
In order to better understand the concept of the creative industry, two phases of
technological change must be taken into account. The first one refers to the concept
of “cultural industries” that emerged as a result of technological change in the early
twentieth century. In this period, the focus was on combination of “arts” with the
commercial media (like music or broadcasting); apparently, the researchers have
been took a pessimistic view of the art in the modern age (Adorno 2001;
Horkheimer and Adorno 2006). The second phase is related to the technological
change of the late twentieth and early twenty-first centuries. As Cunningham (2002)
pointed out, this new technological change and digitalization has transformed the
previous old view of “cultural industries” as “big corporation mass produced
entertainment”. He asserts that individuals are able to make creative use of new
technologies, specifically in this new digitalization context.
Based on these discussions, one can conclude that the music industry is consid-
ered as a “creative industry”; because artists and audiences can have their own
creative use of new digital technology. In this regard, Preston and Rogers (2011)
argued that Internet and new digital technologies have enhanced opportunities for
independent artists, and this new digital environment encourage a “do-it-yourself”
approach, even for audiences. On the other hand, independent artists can more
easily use from the new digital media in order to advance in the path of their
promotion. In other words, as Campbell (2013, p. 54) mentioned, “For the artist, the
digital dimension provides a means of music distribution, and importantly a means
of building a fan base. Further, the internet can be used to get feedback and support
from fans”.
As stated by Li (2015), the integration between different creative industry and
music industry can led to the outcomes like “The digital music, music book
publishing, recorded music (physical), music media (such as music radio, TV,
film)”. However, there should not be a short-sighted look at the production of
products in the music industry. Lorenzen and Frederiksen (2003) argued that
“creative industries consist of complex networks of specialized agents. How such
networks are organized and facilitate product innovation often differs between
market contexts”. Moreover, they noted that because of “ambiguous customer
tastes”, in the creative industries, like music industry, it’s very difficult to sell
products to a large scale of people.
2.3.2 Music as a Service
According to Wikstr€om (2009), with the advent of new technologies over time,
“music will be like water or electricity” and because of this, “the commercial value
of providing access to an individual track is infinitesimally close to zero”. In such
new media landscape, we have faced with a kind of “friction-free network” and
there is a lot of information in this environment. Wikstr€om (2009, p. 7) explained
that:
In a world where information is abundant, people may not be willing to pay a premium for
basic access to that information, but they are most likely willing to pay for services which
help them navigate through the vast amounts of information.
In this new digital age and the new world of social interactions, music businesses
must be comprehended that the audiences desire to have something more than an
only music file. For some music business scholars (Liikkanen and Åman 2015),
Music as a service was in the center of focus instead of devices, products and etc.
2.3.3 Music Industry as a Copyright Industry
The revenue streams from the copyright in the music industry is so important that
emphasized in Wikstr€om (2009) by labelling “the music industry as a copyright
industry”. Music industry is used copyright law increasingly, in order to protect
itself against the threats of new technologies (Preston and Rogers 2011), such as
illegal downloading music files on the internet.
For example, Towse (2016) discussed about how music publishers revisited their
copyright law for adapting to the new streams of royalty due to arising of the
successive technologies. In this regard, through a historical approach, she showed
that how music publishers in the UK survived from the effects of market changes,
by shifting from the long established sales model to that of rights management.
Fortunately, some findings underline that digital music purchasing behavior dose
not affected negatively by digital music piracy; this indicates that “although there is
trespassing of copyright, there is unlikely to be much harm done on digital music
revenues” (Aguiar and Martens 2016, p. 28).
2.3.4 Music Distribution Typology
The typology of music distribution, as Wikstr€om (2012) proposed, consists of three

models; (1) the ownership model: this model refers to the time when the customer
has a sense of ownership after buying music products (e.g., physical CD or Music
file by downloading) (2) the access model: in this model, music is seen as a service
(like music streaming services) rather than a product; in other words, “there is a
steady flow of information about their real-time musical experiences”, therefore,
“experience replaces ownership”, and (3) the context model: since the advent of
digital era and arising the age of “hyper-competition”, Online music servies must
move beyond the only access model and provide a “context”; Wikstr€om (2012,
p. 11) states, “that context may for instance enable music listeners a way to search
and easily find the song they are looking for at a particular time, to share their music
experiences with their friends, to organize their favourite music experiences in
convenient ways, etc”. Eventually, as mentioned by Wikstr€om (2012, p. 7), “these
models are not substitutes for each other and may co-exist serving different market
niches”.
Specifically in relation to digital context, Premkumar (2003) presented a detailed
set of strategies for digital music and the major issues related to successful
implementation of each of these strategies. He believes, upon which various
opportunities have been created by the digitization of music. Digital technology
has brought its own distribution methods and it is expected to become the only way
to distribute music in the future. As Kjus (2016, p. 2116) noted, “developments in
music distribution are often seen as following a one-way street from physical to
digital technology”. Peltz (2013) identifies two methods of music distribution in the
digital era (i.e., downloading and streaming) and argues that physical distribution of
music (with high transportation costs and durations) is not suitable for today’s
media age. Based upon the studies of Tschmuck (2013), the physical music
distribution has transformed to a market of digital music service and the popularity
of music streaming service will accelerate this process. In this regard, Dogruel
(2014, p. 63) recalls the social implications of music streaming and noted that,
“music streaming also constitutes a new media product innovation from a con-
sumers’ perspective, bringing in new ways of consuming, discovering and sharing
music”.
3 Analyzing Iranian Case: Beeptunes.Com
Beeptunes is one of the first online music businesses that was launched in the early
2010s, with the goal of institutionalizing the culture of protecting the rights of
artists and promoting legal music in Iran (Atashi 2015). Generally, this online firm
legally sells digital music in both single track and full-album modes. The financial
success of this business was very significant that it could attracted attention of
several country’s most important news agencies (Fars News Agency 2015). In the
following section, some examples of media innovations in Beeptunes.com will be
presented in five important aspects, including product, process, position, paradig-
matic and social innovation.
3.1 Product and Process Innovation
In addition to selling single song and full-length albums, Beeptunes offers other
creative products for sale in its website. For example, through selecting a series of
songs in particular genres (e.g., traditional, pop, rock, etc.), it has created new
albums that can attracts the attention of the audience interested in that genres.
Moreover, except selection of songs in accordance with their genres, Beeptunes has
provided new albums based upon the specific events (e.g., for breakfast, lunch,
dinner, study, etc.).
Along with offering of such digital music files, this online firm has prepared
other digital products, including audio books (in various fields such as educational,
entertainment, etc.), radio podcasts and video files (e.g., concerts, clips, inter-
viewees, etc.). These activities can have a positive impact on the number of
potential customers in various segments. In addition, this website allows users to
create their own custom play lists and then buy them. Perhaps the “over-
classification” of digital files on this site (based on genres, styles, products, occa-
sions, sales, etc.) will make the audience confused for choosing a product. It seems
that Beeptunes should offer their digital products in a more innovative process for
each target audience.
Audiences on this website can purchase their digital products in two ways: credit
enhancement or immediate online purchase. Nevertheless, in those two cases, it is
necessary to registering of the user on the site; in this way, due to the more length of
the purchase process (for mandatory registration), it does not seem to have a
positive effect on purchases of “passing” customers. Another problem with this
online business is that a target audience group, i.e., “Iranians living abroad”, has not
been considered in the process of purchasing digital products. In order to allow
these individuals to buy the digital products of this site, it is necessary to build a
connection between the purchasing mechanisms of Beeptunes and international
financial ports (e.g., Paypal).
3.2 Position Innovation
Beeptunes defines its sale position through beautiful graphic design (as a main
strategy of position innovation in Beeptunes) of some specific digital products
(often their newest albums) on the first page of the website for audiences. The
following screenshot (Fig. 1) from the first page (home page) of Beeptunes’s
website indicates how this company want to define its position in relation to certain
digital albums.
Another important factor in defining the favorable position of this business for
Iranian society is the reports of products sales that are published by various news
sites (e.g., Fars News Agency, Honaronline, etc.). In fact, with the help of a digital
platform and recording all the activities in it, Beeptunes can publish “attractive
reports” or “creative storytelling” from its product sales statistics regarding a large
number of diverse digital products. Such activities can enhance the company’s
position not only for buyers of products, but also for other media and academic
institutions.
Sharing the vision of Beeptunes, clearly and transparently, with the audience’s
website can improve the “overall position” of this business continually, and it
identifies its nature to others and even competitors. But, unfortunately, this online
business has not given any details about the identity and prospect of this business up
to now (July 2017); therefore, its overall position and also, its identity will remain
“untouched” for the audience.
102
Fig. 1 The screen shot of Beeptunes’s first page (July 13, 2017)
T.R. Arbatani et al.
3.3 Paradigmatic Innovation
Prior to the advent of Beeptunes, all of the legitimate music distribution websites
sell their musical products only physically (not digital files). With a paradigmatic
innovation and in a legal context, this online business was able to change the nature
of business models in music digital distribution in Iran. If the company wants to
continue its paradigmatic innovation, it should be considering the importance of all
other innovations, specifically social innovation, and, by their creative combina-
tion, Beeptunes can create a new paradigm in the industry. Now, the company’s
whole effort is to best represent its digital products to the audience and sell them as
much as possible. If in the future, the musical files atmosphere of Iran saturated with
digital files completely, like “electricity”, it is expected that this online business
will inevitably have a paradigmatic change in the nature of its business through new
innovative ideas.
3.4 Social Innovation
As mentioned in the previous section, selling products as much as possible has

clearly been the main goal of this website. Except that the site allows users to write
their comments on different digital products, the social interaction of the audiences
has been considered in no other way. It seems that Beeptunes has not been able to
provide a “social context” for its audience: where the audience finds more than the
“only” digital files. Perhaps, this online firm’s lack of attention to the social
innovation is that there are still no serious rivals regarding digital music distribution
for this business in Iran; although some similar online businesses are emerging and
progressing (e.g., the website of Ritmo.ir). It is expected that in the near future,
social innovation will become one of the key sources of digital music distributors to
achieve sustainable competitive advantage.
4 Discussion and Conclusion
Digital technologies opened up new windows for music businesses and largely
changed the role of key actors in the music industry. We believe that, as Rogers
(2013) and Peltz (2013) have highlighted, the digital platform in the music world
has made decentralizing the power of major companies and instead, has empowered
independent artists; based on the evidences, these changes never been seen by
artists in the past. In this regard, Rogers (2013, p. 191) asserts that, the emergence
and increase of digital business in the music industry “has enhanced opportunities
for independent labels and performers to pursue a ‘do-it-yourself’ approach”.
Moreover, Regarding the distribution of music, Peltz (2013, p. 114) noted, “never
before in the history of the music industry, have content providers had such a vast
variety of distribution models at their disposal as they do today”.
As a “facilitator” in the music market, Beeptunes for first time in Iran, was able
to collect copyrights from large companies in a “legal” context, and with a well-
designed website, bring digital music products with ease to customers. As a result,
through “copyrights management”, this online business in Iran has played an
important role in creating an efficient media market especially in the music
industry.
On the other hand, through analyzing a case in Iran, we showed that the basic
model of music distribution in this online business is in accordance with the
“ownership” model (Wikstr€om 2012). While, according to Wikstr€om (2012), we
believe that the “context-based” model, which provides more creative online
environments for its users, will create a more rich media market in an emerging
economy.
As discussed in the previous sections, most of the media innovations in
Beeptunes have been aimed at selling digital products to their audience as much
as possible. In consistent the work of Küng (2013), this online music business
should consider digital platform as a new way for engaging the audience to its
business, instead of considering it as a space to merely sell of musical digital
products. The innovative strategy for this business will not be sell digital products
at lower prices, because based on the research of Bourreau et al. (2017, p. 598), “in
the music industry, consumers search more for finding a product that fits their taste
than for lower prices”. As noted in McCarthy (2013), music has been a basic need
for humans in all ages and will always be; as a result, the key to the success of
online music business is to pay more attention to the main actor in the music
industry, namely “human beings”. As Vaccaro and Cohn (2004) noted, digital
music distributors need to compete for “consumers’ hearts, minds, and wallets”.
One of the key sources of creativity for digital music distributors is to pay more
attention to the importance of “user innovation”. Although in accordance with some
studies in relation to the other sectors of the media industry (Khajeheian and
Friedrichsen 2017; Khajeheian and Tadayoni 2016), the importance of user inno-
vation has been shown in order to have an “efficient media market”. However, in
the our case study (i.e., Beeptunes), it became clear that there was no particular
strategy for harnessing of user innovation. On the other hand, user innovation in an
online music business can provide a suitable situation for having a “superior user
experience”. In this regard, according to Peltz (2013), if digital music distributors
can provide such a circumstance for their users, the “piracy” of digital music will be
reduced.
This chapter contributes to the discussion on the types of media innovation in
digital music distribution, focusing on an Iranian case. We showed that how media
innovations, as are classified by Storsul and Krumsvik (2013), in the distribution of
digital music create an “efficient media market” (Khajeheian 2013) in an emerging
economy like Iran. Based upon these findings, in consistent with another researches
(Doyle 2013; Küng 2013; Liestøl 2013; Shtern et al. 2013), it can be concluded that
digital platforms are not the only “technical” objects, but rather they create complex
“social” networks that are heavily dependent on the user’s innovative activities.
Eventually, as emphasized in Liestøl (2013), we indicated that media innovations
should not be limited solely to technological innovations; instead, online businesses
must take a more “humanistic” look at it.
4.1 Practical Implications and Future Studies
This current research has a number of practical implications in the music industry,
especially for emerging economies like Iran. As Khajeheian (2017) and also Hang
(2017) emphasized, the advent of new technologies and social media has created
many opportunities for value creation in emerging media markets. Therefore, in the
first step, based upon the work of Achtenhagen (2017), practitioners in digital music
distribution should strengthen entrepreneurial orientation in their entire business in
order to make the bests use of these new opportunities. In the next step, it is
suggested to media entrepreneurs that, in addition to introducing their digital
products to audiences, it is better to focus on creative ideas for reinforcing of social
innovations. In other words, entrepreneurs in the digital music distribution need to
create a “context” in which the audience find something beyond a music file.
Based upon the findings of this present work, conclusively, it can be inferred that
researchers investigate how digital music distributors can enhance social innova-
tions in their businesses as well as user innovation. It is also recommended that
media scholars, along with using the other attractive theories in the field of strategic
management, especially the dynamic capabilities theory (Eisenhardt and Martin
2000; Teece and Pisano 1994; Teece et al. 1997). Having combined them with the
theories used in this research, model may be established for achieving the sustain-
able competitive advantage of these online music distributors.
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Taher Roshandel Arbatani (Ph.D., University of Tehran) is

currently a full professor and head of Department of Media
Management at the University of Tehran. He has published a
portfolio of books and journal papers in the field of media man-
agement in Persian and English. His research interests include
media policy, strategic media management and social media.
Hooman Asadi (Ph.D., Tarbiat Modares University) is an assis-

tant professor of music at College of Fine Arts, University of
Tehran. He has collaborated with the International Council of
Traditional Music of UNESCO in various research projects. His
research interests include history, theory and analysis of music in
the world of Islam as well as Persian classical music and ethno-
musicology.
Afshin Omidi currently is an M.A. student and research assis-

tant in the field of media management at the University of Tehran.
During his study in M.A. course, he was known as top student at
the Faculty of Management, and he also won a highly competitive
scholarship award from National Elites Foundation of Iran. His
research interests include media innovation in music firms as well
as dynamic capabilities of music businesses in digital era.
Competitive Capabilities in Film
Distribution Market: The Case of Filimo
Ali Hajmohammadi
Abstract In the Iranian film industry, movies have been traditionally distributed
for many years through a physical market in the form of CDs or DVDs after they
satisfied their theatrical exhibition. Virtual space however has provided rival
companies with an opportunity to gain a share in the movie distribution market.
A notable rival here is Saba Idea Company. As a small media entrepreneur, the
company has launched a film distribution website, dubbed ‘Filimo’, in a bid to fetch
a portion of the distribution market. Having enjoyed the assistance of two cell
phone companies and a major ADSL service provider in Iran, Filimo has already
presented a major rivalry to the physical movie distribution system. This paper
follows Kranenburg and Ziggers’ innovation-centered business model to discuss a
set of capabilities that might have helped the small media entrepreneur in I.R.Iran to
develop a strategy that is promising for its competition in the film distribution
market. In the meantime, I discuss the business environment of film distribution in
Iran with a focus on challenges facing the traditional models of distribution
following the emergence of the Internet.
Most opportunities in the field of media can be traced back to their roots in
technological invention and/or innovation (Hang 2016: 20). But, it remains a
major hurdle for media firms ‘to choose a particular organizational mode for the
development of new business opportunities’ (Emami and Khajeheian Forthcoming:
x). In Hang’s view, venture capital investment helps ‘incubate’ more opportunities
and create or discover future opportunities with a view to ‘spread risks from the
company’s existing product lines’ (2016: 20). The venturing process, on the other
hand, would serve as a challenge to economic bases and sustainability of
established media (ibid).
There are several organizational modes for engaging in such venturing invest-
ment; a new business creation may occur either within a hierarchical framework or
A. Hajmohammadi (*)
e-mail: ali.hajmohammadi@ut.ac.ir

110 A. Hajmohammadi
through market modes. In the former, the new entities start and develop within an
existing corporate body, either by establishing the new business inside or by
acquiring another business to merge with the firm’s own operation. In the latter,
venturing may be conducted by setting up new business entities outside the
company’s boundary or making strategic alliances in a cooperative base
(Venkataraman 1997: 131). The choice of mode may depend on several factors,
including cost (transaction cost and agency costs), speed and market power (stra-
tegic behavior) and/or appropriability (resources and capabilities view of the firm)
(ibid, 132).
Either way, the venturing process is led by technological advances that help
attend to customers’ demands, and in order to maintain the capability for innova-
tiveness, the key is to acquire information about changes in consumer patterns as
well as technological changes and possibilities (Achtenhagen Forthcoming: x).
These technologies are ‘disruptive’ (Funk 2005: 98) in that they improve some
aspects of the product performance while sacrificing others, thus making the new
technologies appropriate for a new set of customers. As Funk states (97), lead users
of the old technology are largely the initial users of the new technology. Funk also
notes that incumbents in the new technological market are often the winners since
they can use their existing processes and business models to introduce products that
are based on the new technology.
Internet has emerged as a major case of the new technological advances that lead
the new media business. Feldmann and Zerdick argue that a central feature of the
Internet is its nature as a network, ‘which fosters the emergence and development of
positive externalities’ (2005: 19). They consider these positive externalities as ‘the
rapid attainment of a critical mass as a first mover’ and ‘the opportunity it presents
for expanding essential basic functions of communication’ (21).
In Feldmann and Zerdick’s argument, the film business serves as a major branch
of the media industry that is subject to major changes on account of the Internet,
with small, independent companies having the capacity of using the Internet for
marketing and distribution purposes (25). And, as Kehoe and Mateer put it, the
Internet has helped transform the conventional rules of film distribution (2015: 94).
An example of the transformation may be seen in a shift from physical distribution
of films to virtual distribution through the Internet as is the case in the Islamic
Republic of Iran.
This transformation of distribution rules however has never been free from the
challenges involved in a stiff competition between traditional distribution compa-
nies and the emerging ones on the Internet. Such challenges, among others, arise
from how media companies organize the new business activities that seize the
opportunities and how to develop ‘new competences’ through these opportunities
and, ultimately, generate profits (Hang 2016: 20–21).
Taking the account of such challenges, some argue for an ‘adequate adaptation’
to the changing environment that involves a strategy meant to ‘to obtain, integrate
and reconfigure resources and capabilities’ (Kranenburg and Ziggers 2013: 239).
Media firms, under the strategy, are supposed to ‘simply build capacity to manage a
Competitive Capabilities in Film Distribution Market: The Case of Filimo 111
customer responsive network’ (ibid). The strategy is treated as part of a business

model called innovation-centered business model.
Kranenburg and Ziggers note that digital technology has eroded the benefits of
scale to media companies. They approve Oh’s argument (1996) that the existing
resources and capabilities available to traditional media companies are no longer
sufficient to deal with the new demands and requirements in the changing market
(ibid). They argue that media firms would no longer need to make the ‘three-
pronged investment’ that involves manufacturing, marketing and management as
Chandler once offered in 1990; instead, they may simply build capacity to manage a
customer responsive network (ibid).
Kranenburg and Ziggers argue for the formation of capacity-building ‘network
firms’ and note ‘flexible specialization and contracting may today yield greater
advantages than economies of scale and scope generated internally’ (240). Accord-
ingly, media firms have to rethink their traditional manner of revenue generation,
the structure of their organization, their core competencies and the way of creating
value through new opportunities; actually, they have to redesign their business
model by which to create, deliver and capture value (ibid). This may, among others,
be accomplished through new forms of collaboration.
Media firms, as Kranenburg and Ziggers put it, must actively work to disrupt
their own advantages as well as the advantages of their competitors by continuously
challenging the existing capabilities. To that effect, they argue for a strategy of both
exploiting the existing businesses and exploring new ones, calling it ‘a strategy of
ambidexterity’ (ibid, 244).
According to the researchers, a set of ‘dynamic capabilities’ are required to
become an ambidextrous organization, run an innovation-centered business model
and obtain a sustainable competitive advantage (245). These dynamic capabilities
are meant to help the company to create, adjust and keep relevant stock of
capabilities.
Kranenburg and Ziggers define a ‘dynamic capability’ as a deeply embedded set
of skills and knowledge exercised through a process, enabling a company to stay
synchronized with market changes and to stay ahead of competitors. It entails the
capabilities that enable organizational fitness and help shape the environment
advantageously.
They consider two main functions for dynamic capabilities: (1) sensing envi-
ronmental changes that could be threats or opportunities, by scanning, searching
and exploring across markets and technologies (‘market sensing capabilities’);
(2) responding to the changes by combining and transforming available resources
through partnerships or acquisition (‘relational capabilities’). These dynamic capa-
bilities would help the media companies to select the business model
reconfiguration for delivering value and capturing revenues (ibid).
The present paper applies the innovation-centered business model and the
concept of ‘dynamic capabilities’ to discuss and explain a set of capabilities that
might have helped an online film distribution company in Iran to design an
environmentally-advantageous business model for successfully competing with
traditional, physical distributers. It studies the case of the newly-launched Iranian
112 A. Hajmohammadi
film distribution website ‘Filimo’ as well as a corporate venture (or collaboration)

between several digital media companies that underpin its development and
competition.
First, the business environment of film distribution in Iran is discussed with a
focus on challenges facing the traditional models of distribution following the
emergence of the Internet. In the meantime, the author discusses how a digital
company reconfigured a business model based on the Internet and innovated a
virtual solution for the distribution of films. A discussion of the business model of
the digital company follows with a focus on the capabilities that might have helped
it to advance the innovation. The data were gathered through a combination of
observations and study of related website.
1 Building on Advantages of Digitalization
In the Iranian film market, movies are usually placed in a physical home distribu-
tion network after they satisfy their theatrical sales. Every week, average two
domestic movies and five foreign ones hit the distribution chain, according to latest
figures at hand (Rezvani and Marhamat 2012: 186). These movies are available at
video clubs, supermarkets, and many retail shops nationwide.
The distribution business has growingly become promising as customers, espe-
cially those who have failed to cover the theatrical sales, show an increasing
tendency for watching their favorite movies at home (ibid). At the same time, the
value of patents for home-produced movies has grown strongly over the past few
years and even outperformed those of the theatrical sales, further making the movie
distribution business profitable (ibid). The situation has prompted media entrepre-
neurs and particularly movie producers to pay attention to the distribution network
as a major source of profit to the extent that some producers primarily focus on the
network as their target market.
Movies have been traditionally purchased by certain institutes in charge of the
physical distribution network before being distributed nationwide in the form of
CDs or DVDs. Figures released by the IRI Ministry of Culture and Islamic
Guidance show that nearly 35 million copies of domestic or foreign movies are
distributed through the network nationwide every year (ibid, 187). Movies are mass
copied and distributed at 200–500 thousand copies and some are even mass copied
at double the number. The mass-copying figures may logically stand for the extent
of those customers who prefer to watch movies outside the theatrical sales cycle.
The emergence of the Internet proved a source of motivation for the Iranian
entrepreneurs in film distribution business. They had for a while kept an eye on the
profitable business and at the same time, were aware about the advantages of
digitalization, including in film distribution. The Internet left its impact on the
market with customers growingly showing an appeal for the advantages of virtual
space. In the course of several years, the physical distribution network suffered a
blow with one third of the copies never sold in 2012, only to be returned to
warehouses (Rezvani and Marhamat 2012: 187).
Numerous large and small digital media companies started to operate over the
Internet with an eye on the advantages of digitalization including Saba Idea
Company. Founded in 2005, the small media company started work as a media
industry entrepreneur in the virtual space with a stated goal of ‘value creation in the
Internet-based business,’ according to its website at www.sabaidea.com. The com-
pany developed and launched several Iranian portals that absorbed high levels of
hits. These included a free of charge video sharing website dubbed ‘Aparat’.
Billed as the Iranian version of Youtube, the video sharing service quickly grew
popular among the Iranian customers and was even welcomed by the Farsi-
speaking populations in the neighboring countries of Afghanistan and Tajikistan.
It was appreciated as the top video sharing digital service in the Internet in the I.
R.Iran with over four million hits a day, back in 2014.
Aparat as an Internet-based digital video sharing service enjoyed several advan-
tages that actually mend for disadvantages of the physical distribution market.
These are discussed below.
The Internet removed the need for the customers to go to shops or video clubs to
buy their favorite movies in the form of CDs or DVDs. It also facilitated access to a
wide range of movies at a single time while the physical market’s possibilities were
much more limited.
Customers had to operate special devices to play the CDs or DVDs while they
easily watch movies on the Internet through auto-run applications. Also, they may
watch movies online in private on their smart phones while it is much of a group
work to watch CDs or DVDs at home. They may also save their favorite movies in
their smart phones and retrieve it whenever wished unlike the constraints facing the
home devices. It is notable that the advantage was actually a co-advantage of
personal data storing devices and the Internet.
One more co-advantage of the combination of Internet and storing devices was
that the customers could decide to watch specific points of the movies they wish
more conveniently and share them with larger groups of friends or colleagues. The
co-advantage was especially interesting in that it helped satisfy the demand of
customers to quickly retrieve a specific point of the films for relevant use in social
communication.
Additionally, customers holding smart phones may enjoy the entire already
discussed advantages anytime anywhere as they have got free from the constraint
of plug and socket. This is also a co-advantage of the Internet and portable, tiny
power storage devices.
Add to these the low cost and minimal wear and tear in film materials in the form
of compressed files that are available through the Internet and stored in smart
phones unlike the relatively higher costs of CDs and DVDs and extensive wear
and tear in the hard material.
There are two more key advantages of film sharing through the Internet that are
related to media economics. For one thing, the Internet thank to media convergence
has enabled the customers to watch films while being able to pause to check their
114 A. Hajmohammadi
SMSs or do other media-related jobs unlike traditional film play devices. And, it has
enabled the customers to share their movies with one another without losing access
to their own material. As public goods (Reca 2006: 183), films on CDs or DVDs
may be shared with others but holders would have no access to their material as
long as they are used by others. Storage of films on smart phones or desktops
through the Internet however enabled the customers to share them with others
without losing access to their material.
Building on these technology-driven advantages, the Aparat video sharing
service gained a growing share of the film distributing market over time. Customers
were actually developing a habit for using the virtual space for watching their
favorite movies at the expense of the physical distribution market. They were
further motivated due to the fact that the Aparat content was free of charge, though
advertisement accompanied its content.
The habitual evolution intensified amid an expansion of the Internet and mobile
phone services nationwide. The Aparat video sharing service had helped the Saba
Idea company to appropriate a growing portion of the critical mass of film watchers
available in the physical distribution market.
As said earlier, the video sharing service was acclaimed as the top service of the
kind on the Internet in I.R.Iran, having received over four million hits a day back in
2014. The media company appeared to have gained a critical mass to create a
capacity for capturing value in the market. This led to the creation of the Filimo
innovation in February 2015 by which to offer the customers a platform for
watching Iranian and foreign movies online.
While having combined the digitalization-driven advantages of Aparat, the
Filimo had its own advantages as well. For example, the digital distribution service
was offered through an application compatible with the speed of the Internet in Iran.
The service started to run in 2015 under the motto of ‘watch films without a break.’
The motto alluded to an intermittent break in the Internet services offered by some
service providers in Iran. By the motto, Saba Idea Company actually promised its
customers to provide them with an unbreakable service. The motto also alluded to
the access of a small portion of Iranians to high speed internet. An official report
says only four percent of Iranian users had access to high speed internet back in
2013 (Itna, URL). Much more Iranians at present have access to high speed internet
however the internet services nationwide are largely low-speed and face intermit-
tent break.
Adding to its own advantages, the digital service could be accessed via smart
phones and smart TVs through a special application that allows the customers to
adjust the quality and resolution of their favorite movies or download them.
Moreover, Saba Idea Company premiered the film distribution service with a
debut series titled ‘Dandoun Tala’ (the golden toothed) that was directed by the
acclaimed Iranian director Davoud Mirbagheri. Interestingly enough, the series
were simultaneously distributed through the physical distribution market nearly at
an equal cost.
Filimo was launched in 2015 but only came in vogue a few months ago when the
Saba Idea Company received a joint venture by three large media companies,
including two cellar phone companies (namely Hamrah-e Avval and Irancell) and
an ADSL service company, called Asiatech. These companies hold internet ser-
vices in Iran in large part. The appeal of the video sharing service among film
watchers had served as a motivation for the companies to join the venture
investment.
As of February 2017, the two mobile service providers offered free of charge
traffic data to any customer who wished to receive video content from the Filimo
website (Isna, URL). Subscribers to the mobile service providers may log on a
digital shop titled ‘Filimo home cinema audio and video products’ and receive
access to the entire available content at the shop with free of charge traffic. Irancell
however demands its subscribers to pay 3000 rials (nearly 10 cents) a day for the
service.
The free of charge traffic service is slated to run until September 2017 with likely
extensions. It has already been extended once.
Irancell also sends its subscribers promotional items on the Filimo content. For
example, when a client applies for charging his or her Simcard, Irancell sends
him/her a notification message that ends up in a promotional content, encouraging
the subscriber to use the Filimo content free of charge.
For its part, Asiatech, as the largest internet service provider in Iran, has offered
a range of discounts to its subscribers for the use of the Filimo content. The Filimo
portal at www.filimo.com opens with an ad that promotes Asiatech’s discounts for
those subscribers that visit the film distribution website. Asiatech only charges its
subscribers 10,000 rials (nearly 30 cents) a month for the service.
Asiatech’s portal too has a series of promotional items on the Filimo content.
When a subscriber enters the website at www.asiatech.ir to check his or her status or
apply for related services, s/he would be treated with a large-size looping gif that
promotes the Filimo content. Also, subscribers to Asiatech may find a VoD icon at
the bottom of the portal that is linked to a separate page on video-on-demand
services. Six VoD services are promoted there, including the Filimo content.
2 A Business Model Focused on a Platform Shift
As said earlier, movies in the physical distribution market in Iran have been mass
copied and distributed at 200–500 thousand copies and some are even mass copied
at double the number. The author also took the figures as a logical parameter for
estimating the extent of those customers who prefer to watch movies outside the
theatrical sales cycle.
The author would like to argue that a critical mass for creating a new market was
already available at the physical distribution market in Iran before the Internet
services were focused on as a source of market capabilities. It follows that the
Internet only helped to move this critical mass to another market sector by con-
vincing the customers to choose for the virtual platform for watching their favorite
films. Therefore, besides the situations where the Internet helps the rapid attainment
116 A. Hajmohammadi
of a critical mass, as Feldmann and Zerdick argue (2005: 21), we might consider
cases where the Internet helps the appropriation of this critical mass by moving it
from one market sector to another; actually, the critical mass already exists before it
is appropriated (rather than attained) by a competitor. In the case of the present
paper, Aparat was actually gradually appropriating a critical mass that was already
attained by the physical distribution market.
It follows that Aparat innovation helped the holder company to appropriate
(or attain, anyway) the critical mass because it was a ‘first mover’ in the digital
movie sharing market, to use Feldmann and Zerdick’s concept (2005: 21).
Also, Aparat was actually used as a capacity ‘to disrupt the advantages’
(Kranenburg and Ziggers 2013: 244) of competitors in the physical distribution
market. This capacity, as discussed above, was created thank to new advantages
offered by the Internet for film distribution. This disrupting initiative took a boost
from the fact that the Aparat content was free of charge, though advertisements
accompanied the content on the company’s portal as a strategy of attention econ-
omy (see Napoli 2001).
Furthermore, having been an ‘incumbent’ (Funk 2005: 98) in the video sharing
services online, Saba Idea Company enjoyed the capability to start to create and
capture value in the digital film distribution market on the Internet.
Also, as a small media company, it achieved the capacity to create value in the
digital distribution market through forming a capacity-building ‘network firm’
(Kranenburg and Ziggers 2013: 240) that involved three large media companies
as well.
These large media companies joined a venture investment with Saba Idea based
on the mode of ‘making strategic alliances in a cooperative base’ (Venkataraman
1997: 132). Under the venture investment, the small media company made for an
inadequacy in its organizational capabilities while the large companies advanced
the innovation in the digital film distribution market in a bid to disrupt the physical
market and create a profitable business on the Internet.
Taking the account of the Aaparat service launch, Saba Idea Company appears to
be among the first media firms to sense the environmental changes that followed the
emergence of the Internet (‘market sensing capabilities’) and was, apparently, the
first to respond to the changes by combining and transforming its available
resources through partnerships with several large media companies (‘relational
capabilities’) before the Filimo launch.
The Company’s available resources included ‘digital application compatibility’
and ‘easy access via smart devices’ that were combined with the capabilities of
‘reach to massive customers’ and ‘promotional discounts’ of the large media
companies under collaboration. These dynamic capabilities helped the small
media company to select a business model reconfiguration for delivering value
and capturing revenues. The Company responded to the environmental change by
developing an innovation and joining collaboration in a bid to create a capacity in
response to the customers’ demands amid the emergence of digitalization.
With a critical mass already at hand in the physical distribution market, the
Company might only have to run an innovation-centered business model that would
help it appropriate the critical mass. So, it apparently run a business model that
focused on a strategy of motivating the customers in the physical distribution
market to shift to a new, digital platform on Internet for watching their favorite
movies. Filimo innovation was intended to do the job. Movie customers however
needed first to change their attitude concerning the physical distribution market.
This mission of attitudinal change was carried out through the Aparat video sharing
service several years before the Filimo was launched.
The Company capitalized on the advantages of digitalization in its bid to change
the attitude of the customers towards watching films online. Aparat’s free of charge
services were also instrumental in having the customers to change their attitude
towards digital film services on the Internet. And, it only took a few years to
accomplish the mission; as said earlier, in the course of several years, the physical
distribution network suffered a blow with one third of the copies never sold in 2012,
only to be returned to warehouses (Rezvani and Marhamat 2012: 187).
But, to have the customers to pay for watching movies online through Filimo, the
Company has had to obtain more capabilities. For one thing, it has to attain access
to and encourage a massive range of potential customers who might be willing to
pay for online watching. The access and encouragement were provided by the large
media companies which offered the digital services at major discounts to their
massive clientele. Furthermore, it has had to facilitate the film watching possibil-
ities to the customers and the mission was to be accomplished through a digital
application that was compatible with the technical features of the Internet nation-
wide and its easy accessibility on smart devices.
Content-wise, the Company premiered Filimo with a debut series (Dandoun
Tala) that was directed by a famous Iranian director in an apparent bid to further
motivate the customers to pay for watching films online. In doing so, the Company
sought to apply ‘brand leverage strategy’ (Reca 2006: 194) in the competition for
film distribution. The simultaneous distribution of the series through the physical
distribution market would have provided the Company’s managers and other
market experts, including those with the large media companies that started col-
laboration with the Company, to weigh the levels of motivation among customers
for watching films online.
Whether or not the Filimo innovation may win the rivalry against the physical
distribution market remains to be seen, however, a promising Filimo innovation
would absolutely serve as a strong source of motivation for the large media
companies to start a new business on their own accord in terms of a ‘strategic
acquisition’ (Eliasson and Eliasson 2005).
The large media companies enjoy resource and operational competitive advan-
tage while the small entrepreneurial company enjoys ‘the strength of its innovation
and new idea’ (Khajeheian 2013: 128) in the digital film distribution market. The
large media companies may concentrate on the Filimo idea and consider a strategic
acquisition once it proves to be a lucrative deal.
Of note is that the large media companies have actually filled a gap of ‘financial
and technical facilitators’ that are supposed to ‘invest or lend for commercialization
of new innovations,’ ‘evaluate and filter best innovations offered by media
118 A. Hajmohammadi
entrepreneurs,’ and ‘introduce them to larger media companies’ for purchase,

acquisition or joint venture (ibid, 129).
The large media companies seem to have been launching a temporary, low-risk
joint venture with the Filimo holder company in a bid to appraise its potential
competitive advantage; I’d like to call the process a hitchhiking effect as they are
giving the holder company a free lift intended to gain an appraisal about its
potential competitive strength.
3 Conclusion
To conclude, the author would like to discuss the probable future trends ahead of
the small, entrepreneurial company behind the Filimo innovation.
In terms of dynamic capabilities, the company’s available resources, including
‘digital application compatibility’ and ‘easy access via smart devices’ combined
with ‘reach to massive customers’ (attained through larger media companies) may
easily be threatened by new entrants in the digital distribution market. Actually,
these resources and capabilities seem not to be ‘intensive’ (Khajeheian 2013: 134)
enough to help it stay the course and endure the competition.
On the other hand, new entrants may help the company to advance the strategic
goal of platform shift in the distribution market as part of a ‘collaboration to
increase selling power’ (see Johnson et al. 2005: 262). Accordingly, the company
may join its dynamic capabilities with those of new entrants in a collaborative
venture aimed at advancing a shift of platform from the physical distribution market
to the digital one.
In terms of strategic options, the competency-orientation theory (Eliasson 1996,
1998) appears relevant for it discusses the situations where small firms are supposed
either to grow aggressively on their own or being acquired strategically. Accord-
ingly, the small media company may either sell the innovation and start a new one,
or cede entirely and work as part of larger media companies, or ‘aggressively
continue to act as an independent firm which aims to grow’(Khajeheian 2013:
128). Nevertheless, should the company decide to stay the competition as an
independent firm, it would logically face a heavy challenge arising from new
entrants in the Iranian digital market as mentioned earlier. These new entrants are
expected to arrive in at high numbers due to the existing low levels of barriers in
terms of costs, regulations and market opportunities.
A growing number of entrants, on the other hand, would lead to an aggregation
of entrepreneurial companies in the digital space, followed by an accumulation of
digital innovations. Though risky for the Filimo holder company, the likely situa-
tion would prove instrumental for the development of ‘exit markets’ as an essential
part of a viable media market. Exit markets serve as a bed for strategic acquisitions,
offering a supply of radically new innovations embodied in ‘small new firms’, with
these innovations having been moved beyond the entrepreneurial stage by venture
maker, which in turn supply the exit market with strategic investment opportunities
(Eliasson and Eliasson 2005: 102). Exit markets prove essential for an efficient
media market and their absence may force media entrepreneurs to carry the process
of commercialization of an innovation from A to Z, which is practically inefficient
and results in heavy pressure (Khajeheian 2013: 130).
An aggregation of entrepreneurial companies in the digital distribution market,
as discussed, may also provide a ground for the emergence of technical and
financial facilitators, as a major determinant of the media market’s efficiency.
These facilitators may ‘evaluate and filter best innovations offered by media
entrepreneurs and introduce them to larger media companies’ (ibid, 129). Facilita-
tors serve as a key element in the development of entrepreneurship as they ‘bridge
between the innovation advantage of small companies and operational advantages
of large companies’ (Khajeheian and Tadayoni 2016: 128).
The very emergence of the Filimo as a digital platform for film distribution
offers evidence of an emerging exuberant media market in Iran full of potentials for
media entrepreneurs. Further researches might offer more insights into the dynam-
ics of the market as a developing media market.
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Ali Hajmohammadi is an Iranian researcher in media manage-

ment and economics. He is completing an M.A. course in media
management at the University of Tehran, Faculty of Manage-
ment. His areas of interest include media management, media
economics, communication, cultural studies and translation.
Hajmohammadi has also served as professional journalist and
accredited translator for over a decade.
Part IV
Individual Level: Media Entrepreneurs
Social Networks of Immigrant
Entrepreneurs in Media Industry: The
Case of Iranian Immigrants in Canada
Mahdi Tajeddin, Amir Emami, and Abas Ali Rastgar
Abstract Entrepreneurs connect with people in their networks to help them pursue
their entrepreneurial activities. This article describes the results of a small pilot
study focused on how Iranian immigrant entrepreneurs in Canada use their social
networks during the process of starting and developing a business. Through
in-depth interviews, qualitative data were collected from five Iranian entrepreneurs
in the media industry. We analyze the members identified were in the entrepre-
neurs’ social networks, how these individuals supported the entrepreneurs, and
what the effects of the support were in both phases of the business lifecycle:
start-up (phase I) and growth (phase II).
1 Introduction
With the revival of immigration to North America over the past four decades,
research on immigrant adaptation and the attendant issues of assimilation has
grown rapidly (Marger 2001). On the other hand, before the 1979 revolution,
Iranians in Canada were mainly guest students. The 1979 revolution, and the
outbreak of the war between Iran and Iraq caused a huge emigration of Iranians,
voluntarily and involuntarily, to the Western countries, including Canada (Khosravi
1999).
M. Tajeddin (*)
John Molson School of Business, Concordia University, Montreal, QC, Canada
e-mail: Mahdi.tajeddin@concordia.ca
A. Emami
Faculty of Management, Kharazmi University, Tehran, Iran
DIGEP, Politecnico di Torino, Torino, Italy
e-mail: amir.emami@polito.it
A.A. Rastgar
Faculty of Management, University of Semnan, Semnan, Iran
e-mail: A_rastgar@semnan.ac.ir

124 M. Tajeddin et al.
From 1990, the majority of people who immigrated to Canada each year were
young (under 30 years old) (Citizenship & Immigration Canada 2011). On the other
hand, Canada and other countries are faced with the problem of increasing unem-
ployment which influences employment conditions for the immigrants as well. For
instance, in 2012 the unemployment rate of the immigrants who landed more than
5 or less years earlier was 13.5%, considerably above the native Canadian average
of 6.5% (Statistics Canada 2013). For more established immigrants who had been in
Canada between 5 and 10 years the rate fell to 9.8%. This figure suggests that
immigrants may choose self-employment when they cannot find employment.
However, there are some issues that make life very difficult for all entrepreneurs,
but more so for immigrant entrepreneurs (Sanders and Nee 1996): (1) language
difficulties; (2) different business cultures and markets, regulations, and rules;
(3) lack of networks—“who you know;” and (4) financing. Ardichvili et al.
(2003) mentioned social networks (SNs) influence the development of small
firms/entrepreneurial firms.
Some researchers believe that many of the personal attributes typical of the
entrepreneur, such as self-confidence, perseverance, resourcefulness, risk-acceptance
and achievement motivation, merge in networking competency (Ardichvili et al.
2003; Johannisson 1988). The interpersonal aspect of a social network is always
fundamental because inter-organizational networks are maintained in practice by
interpersonal communication between representatives or leaders of the respective
organizations (Casson and Giusta 2007). It is generally accepted by entrepreneurship
theorists that opportunities are recognized by individuals, not firms (Ellis 2011), and
it is a cognitive and not a collective act (Shane 2003 cited in Ellis 2011) Furthermore,
top managers who recognize and exploit opportunities in entrepreneurial processes of
small firms are the principal force behind the initiation, development, sustenance and
success of Small and Medium-sized Enterprises (SMEs) (Li et al. 2009). Further-
more, the findings of researchers show that the social network is a vital resource
enabling immigrants to find their economic and social niches in the host society
(Marger 2001).
The bulk of research on SNs in the field of entrepreneurship focuses on the
network content and the network structure usually at a given moment in time
(Ardichvili et al. 2003; Elfring and Hulsink 2003; Ellis 2011). The majority of
prior research studied start-ups. In other words, researchers consider the function of
SNs in forming a new firms such as identifying opportunities and mobilizing
resources. However, the entrepreneurs in growth stage/development stage still use
the SNs to identify opportunities and secure resources. Furthermore, the study of
Elfring and Hulsink (2003) considered only obtaining legitimacy in the growth
stage of business Therefore, we found a gap in prior study which did not explore
SNs in the growth stage of a firm, even in terms of identifying opportunities for new
products and mobilizing resources to develop business. We consider the starting up
stage, identifying opportunity, and mobilizing resources and forming a firm, and the
growth stage, the years after creating the firm. This study seeks to contribute new
understandings in this area. The main research question and sub-questions are:
Social Networks of Immigrant Entrepreneurs in Media Industry: The Case. . . 125
• How do Iranian immigrant entrepreneurs in Canada use their SNs in the different
phases of their business lifecycle?
– In the start-up phase (I) of a business, how do the managers of the Iranian
small businesses of Canada employ their SNs for identifying entrepreneurial
opportunities and mobilizing their resources?
– In the growth phase (II) of a business, how do the managers of the Iranian
small businesses employ their SNs for mobilizing their resources and even
identifying new ideas?
To understand how SNs are employed by managers in each phase, the study
seeks to realize who the members are of the entrepreneurs’ social networks, how
they provide support to immigrant entrepreneurs and what the perceived effects are,
and finally whether is any difference between the stages of the entrepreneurial
processes in terms of SNs.
2 Entrepreneurship and Social Networks
Brass et al. (2004) defined a network as “a set of nodes and the set of ties representing
some relationship, or lack of relationship, between the nodes.” They point out that the
content of the relationships between nodes is “limited only by a researcher’s imagina-
tion” (p. 795). Furthermore, Borgatti and Foster (2003) argued that a network is “a set
of actors connected by a set of ties. The actors (often called “nodes”) can be persons,
teams, organizations, concepts, etc.” (p. 992). The connection of pairs of actors through
ties can be directed (i.e., potentially one-directional) or undirected and can also be
dichotomous (present or absent, as in whether two people are friends or not) or valued
(measured on a scale, as in strength of friendship) (Batjargal and Liu 2004).
In networking literature, egos are single factors that are crucially under consid-
eration. In addition, alters are the set of nodes that ego has ties with “The ensemble
of ego, his alters, and all ties among these (including those to ego) are called an
ego-network. Since ego-networks can be collected for unrelated egos (as in a
random sample of a large population), ego-network studies blend a network-
theoretic perspective with conventional, individual-oriented methods of collecting
and processing data (Borgatti and Foster 2003, p.992)”. In this regard, Provan et al.
(2007) addressed that theorizing about networks can come from two different but
complementary perspectives: the view from the individual organization (actor
level) and the view from the network level of analysis or micro-level versus a
macro-level network focus (Galaskiewicz and Wasserman 1994 cited in Provan
et al. 2007) or the egocentric network versus the whole network (Kilduff and Tsai
2003 cited in Provan et al. 2007). In fact, theories based on the individual or
organizational actor have a long tradition in social research. These views are
often referred to as egocentric, and Provan et al. (2007) argued that this view tries
“to explain how involvement of an individual or organization in a network affects

its actions and outcomes” (p. 483). Provan et al. (2007) stated that egocentric level
theories can help to answer questions such as “(a) the effect of ties on performance,
(b) which types of relations are most or least beneficial, (c) which network positions
might be most or least influential, and so on.
Brass et al. (2004) provided a pervasive look at organizational network research
at the levels of analysis including interpersonal, inter-unit, and interorganizational.
They also studied the phenomenon of SNs with a broad approach which focused on
antecedents and the consequences of networks at each of these levels. However, the
network members in each level can be linked by many types of connections and
flows, such as information, materials, financial resources, services, and social
support. Connections may be categorized as informal, for example, totally trust
based, or more formalized, as through a contract (Emami et al. 2011).
Social network theories are of growing significance in various literatures and the
most recent entrepreneurship research in the creation and sustaining of new ven-
tures (Anderson and Jack 2002; Huggins 2000; Zhou et al. 2007). Social Network
Theory is a social science concept that discusses the connection and relationship in
a social structure (Jaafar et al. 2009). SN is defined as a manager’s relations and
contacts with others (BarNir and Smith 2002). Lechner et al. (2006) defined the SNs
as “relationships with other firms based on strong personal relationships with
individuals such as friends, relatives, long-standing colleagues that became friends
before foundation, and so forth” (p. 515). Peng and Luo (2000) used a broader
approach. They mentioned the business ties and political ties of managers/entre-
preneurs. Their ties may be based on conversation, affection, friendship, kinship,
authority, economic exchange, information exchange, or anything else that forms
the basis of a relationship (Jaafar et al. 2009).
With regards to the difference between social networks and social capital, social
capital is as an asset that inheres in social relations and networks, which consist of
the actual ties between individuals or entities (Burt 1997; Leana and Van Buren
1999 cited in Casson and Giusta 2007). The central proposition of social capital
theory is that networks of relationships constitute a valuable resource for the
conduct of affairs (Nahapiet and Ghoshal 1998).
3 Methodology
To address the research questions, the study utilized In-depth interviews (qualita-
tive approach—semi-structured interview) with five Iranian immigrant
entrepreneurs-Iranian immigrants that voluntarily immigrated to Canada-selected
through a snowball sampling technique to gather data on SNs of entrepreneurs.
The context of this study is media sector. Media markets are the markets where
media products including news, entertainment, communication, advertising,
creative talents, dream and user information are exchanged (Khajeheian 2017;
Okada and Dana 2017). The media industry has always been characterized by a
high level of entrepreneurial activity, even before the digital era began (Naldi and
Achtenhagen 2011). Risk (Doyle 2016; Picard 2004), uncertainty (Medina et al.
2016; Napoli 2016), innovativeness (Khajeheian 2017; Price Schultz and Jones
2017; Van Weezel 2010), competitiveness (Gershon 2013; Mierzejewska et al.
2017), and new business models (Gerpott and Niegel 2002) are among the specific
characteristics of this industry that help align its operating firms with the entrepre-
neurial orientations (Emami and Khajeheian 2017).
Five entrepreneurial firms considered for the purpose of this study: (A) Film and
Animation Studios, (B) Commercials, (C) Electronic games and interactive TV,
(D) Magazines, and (E) Targeted media (marketing).
Two interviewees are experienced woman entrepreneurs about 50 years old, and
three are male, the oldest being an experienced entrepreneur 58 years old, while the
other two are young entrepreneurs-about 25 years., The age of two male entrepre-
neurs’ companies was about 5 years old, so we call them young entrepreneurs, but
the age of other entrepreneurs’ companies was more than 7 years.
4 Data Analysis
In this study, the level of analysis is individual because we were studying entre-
preneurs/managers, and the units of analysis are the activities, interpersonal con-
nections, of managers. That is because we focus on social networks of managers/
entrepreneurs. After transcribing all the interviews and field notes, we conducted a
theme analysis to extract the information on social networks of managers utilized in
the start-up and growth stages.
First, we attempted to find each sentence or phrase related to social networks.
We wanted to answer this question: how did entrepreneurs use interpersonal
connections to solve their problems or facilitate the Phase II process of business?
We conducted an open coding regardless of different dimensions of social networks
in which we found 55 sentences and phrases related to social networks. In fact, we
were looking for stories or believes of entrepreneurs which show when they faced
difficulties, whom they relied on and they were helped, and finally what was the
effect of this support.
Once we separated the relevant sentences, we realized four themes which were
almost obvious in the data. They include (1) phases of business lifecycle (2) “who”
are in the entrepreneur’s network such as customer, family and so on (3) “how” did
their SNs help the entrepreneurs? For instance, when colleagues of the entrepreneur
provided some administrative information for him/her (4) the “effect” of social
networks’ supports has been seen. So we needed to know what exactly was the
effect of this information.
Then we analyzed the sentences and phrases related to SNs based on emerging
main themes in two different ways (see result section). Before this, we explain the
phases of the business lifecycle by presenting some examples. First, we analyzed

each case in terms of members of the SNs, the kind of support and the effect of SN
support. We also provide a table for each case to make it easier for ourselves and
readers to understand the condition of each entrepreneur and relationship between
these main themes. For example, we explained who (member of SN) supported the
entrepreneur in terms of information or advertisement in phase I and its differences
with phase II.
Second, we had an across case analysis which compared the cases regarding
their SNs. In this part, we were looking patterns between the entrepreneurs from
different dimensions. To find patterns, we needed to compare the case on several
levels. (1) We compared each main theme between cases with regard to the phases.
For instance, we attempted to find who the majority of members of entrepreneurs’
SN were in phase I or to what extent was the source diversity of SNs of the
entrepreneurs in phase II. Furthermore, after analyzing and comparing cases in
both phases we could provide some subthemes for some of last three main themes,
members of SN, kind of support and effect of SN support. For example, we found
information support divided two subthemes information related to input and infor-
mation related to process. These new subthemes and patterns helped us to find gap
among prior studies. (2) At this level of analyze, we considered relationship
between main themes, phases and entrepreneurs (their characteristics). For
instance, is there any difference between young and experienced entrepreneurs to
have advertisement as a kind of support? If we add phases I and II to last question,
how we can analyze these factors together? If also add other new factor to last
question, new factors such as who supported the entrepreneurs in terms of adver-
tisement and in which phase and what will be their effects, now what will be our
analysis and results. In this example, we analyzed the factors such as entrepreneurs
(young or experienced), advertisement, phases, who supported simultaneously.
5 Results
Although our cases had had a good lifestyle condition before immigration to
Canada because of their rich families, they still faced many problems in establishing
their businesses when they immigrated to Canada. In order to solve the difficulties
during the establishment of their business, they attempted to employ their previous
interpersonal connections and make up a series of relationships in Canada (Iranian
or non-Iranian). Understanding of SNs regarding the stages of the entrepreneurship
was the purpose of the study, so we analyzed and compared the social networks of
whole cases together in each stage to make a conceptual picture. Our findings can
be explained in three sections. First, we needed to identify a clear classification of
the lifecycle of businesses. Second, each small firm and entrepreneur were studied
to give information in relation to their SNs. Finally, we explained the patterns
across cases on different dimensions of SNs of entrepreneurs in Phase I and II.
Social networks and lifecycle of business-regarding the assertion of the entre-

preneurs, two businesses were in a risky stage and they needed time to be
established. In fact, they were young entrepreneurs with the businesses of young
ages—business “A” with 5 years old and business “C” with 3 years. Other busi-
nesses achieved to a constancy stage—business “B”-18 years, business “D”-33
years, and business “F”-8 years. When we reviewed the interview data, it was hard
to identify SNs in each stage of the business development. However, we could
recognize two stages: start-up/phase I and growth/phase II (i.e., increase in sales,
employees, or market share).
5.1 Case Analysis
In the first and second series of iterations, we identified three main themes and
subcategories of those main themes. This includes: first, the life cycles of the
business (born vs. growth) as mentioned above.
Second was “Who” are in the entrepreneur’s network which influences the
businesses and entrepreneurs—positive or negative. In this category, we found
six groups of people consisting of family/relatives, customers, colleagues (previ-
ous), government officials, own employees and friends. For clarity, we used this
classification; otherwise all those people could be the friends. The entrepreneurs
utilized these people in forming their businesses and growing them.
The third main theme was “support”. In other words, “how” did these SNs of
entrepreneurs help the entrepreneurs? Regarding the second series of the iterative
process of moving back and forth between the data, we found five types of supports
by SNs including “time”, “information”, “financial resource”, “emotional/motiva-
tion”, and “advertisement”.
Although research questions (who supported, how supported, where supported)
were almost answered by analyzing the interview data, a new theme—namely the
“effect” of social networks’ supports—has been seen. In other words, “what” were
the “effects” of social networks’ supports on the businesses of entrepreneurs? These
effects have been seen in several parts of business including inputs (recognizing
opportunities and ideas and financial support and equipment. . .), process (hiring
employees, facilitating the administrative process. . .) and output (increasing mar-
ket/customers). Therefore, there are three subthemes—input, process and output—
under the main theme of “effects”. We could not break these subthemes down into
precise units because the interview data did not give us more information. Regard-
ing these emerging themes, we currently explain the themes in terms of each
entrepreneur and their firms.
A: Film and Animation Studios This company was a family business owned by
two brothers. An interview was conducted with the older brother who was the main
Table 1 SNs of entrepreneur A

Members of SN Kind of support Effects of SN support
Phase I Family Information Input-(financial support)
Friend Financial resource
Emotional support–NO
Phase II Family Information Input process
Friend Advertisement
Customer
founder and current manager of the firm. He is studying marketing (part time) and
managing the firm simultaneously despite the fact that he is only 26 years old. He
immigrated in 1998 and registered their company in 2006. At the beginning, he
wanted to have their own business, so he was looking for business ideas with low
cost. He experienced some service business related to the TV. In 2008, he began
their current business. To develop their new idea and mobilize financial resources,
interpersonal connections and consultation with his friends played an important
role. He found and employed an experienced accountant with a low wage through
his social networks. Furthermore, he avoided some mistakes through information,
consulting his friends and social networks. He believed in SNs for meeting financial
sources and attracting the costumers. He is interested in using technology, so his
business is web-based and his future plans emphasize technology and would like to
increase the market by applying new technologies. Regarding his expression, the
business still is in the risky stage and not stable. However, his net income is rising
and the business is increasing steadily year by year. His family and friends provided
information support, financial support and advertised his company as shown in
Table 1. We can see these members of SN in both phases, and the majority of their
support was information support, for instance,
First we had an accountant; he was so busy and did not spend sufficient time for our
business. Then my friend recommended his father as accountant. . . he was a good option
for us because he was professional with a lower wage. Also, he (accountant) was connected
with the Canada government and could guide us correctly. Furthermore, he consulted us
about managing business in terms of financial issues. He also helped us to receive our loan
sooner [6 a M].
Furthermore, his customers advertised his products in the second stage. We

could find the effects of SN support only in input section at phase I and in input
and process sections at phase II.
. . .. he (his father) introduced me to an institution which supports businessmen—English
language—we could have both free consulting and financial support. For instance, this
institution introduced us to a financial institution for loan and competition of young
entrepreneurs which led to $35,000. Also, this institution asked some successful and
famous entrepreneurs to consult us about managing our business free of charge. However,
this consulting by such entrepreneurs would otherwise have been too expensive [1 a M].
This entrepreneur also had relevant academic knowledge—marketing. Further-

more, he benefitted from each opportunity for introducing and advertising his
business to attract new ideas and customers. In this regard, he had a different SN
unlike other entrepreneurs of this study. This new SN was the professors of
university as stated:
I also consider the student opportunity as I am a student. For instance, I connect to the
professors and present my business and they tend to take my business as a case for their
class. Consequently, I will present my business and problems, and the student will give
their opinion without any charge [9 a M].
However, this entrepreneur did not have an emotional support from his family as
he said “My father disagreed with us for working and he attempted to change my
opinion. . .” [1 a M].
B: Commercials She was from a rich family, and she wanted to immigrate
Germany, but fate directed her to Canada in 1990. At that time, she was a young
girl who was studying computer science and working at factory. Starting a common
life led to changes in her life style and her major (from computer science to
marketing). She and her husband decided to have their own business. They registered
a firm for exporting and importing in 1995 because of their experiences and famil-
iarities with two communities (Iran-Canada). They launched with importing Iranian
handicrafts. In this regard, her colleagues in Canada, her friends and families in Iran
helped them to find a good place, suitable products, and have financial resources.
After saturation of the Iranian handicrafts market, they decided to start a new business
to provide two types of services (1) radio advertisement and (2) marketing consulting
services because of their access to a big market and their familiarity with market
assessment. She stated that the work style and the type of connection are different in
comparison with Iran. Her business was in an established stage generally. The
currency transfer section faced some problems after new sanctions for Iran, and
stopped the support of her family. However, commercial services are in a good
state with some new branches. To understand how this entrepreneur employs SNs,
we put relevant information into Table 2. In addition to family, friends and the col-
leagues, the entrepreneur was supported by her customers and employees in phase
II. In other words, she had the highest diversity of SNs (all kinds of SNs).
Regarding the study of Peng and Luo (2000) related to managerial ties with
government, we designed an interview protocol to ask about ties with government
Table 2 SNs of entrepreneur B

Phase I Family Time Input
Friend Information Process
Colleague
Phase II Family Information Input
Friend Financial support Process
Customer Advertisement Customer
Colleague
Government
Employee
officials as well. In this regard, the entrepreneurs did not receive any support from
government. For instance, entrepreneur “B” said “We cannot make a relationship
with government broadcasting employees because of conflict of interest. So, no
support from government.” [16 b F].
In the early part of my business, my sister, younger brother and father helped me as the
secretor of my firm because my husband had to go Iran for. . . and he was not here [18 b F].
Furthermore, she had much information supported in both phases through all
members of her SNs with the exception of her customers. As such,
The owner of the last businesses where I worked there helps me a lot. He helped me to find a
place and appropriate office equipment as well my brother [17 b F].
Additionally, her customers and friends advertised her services only in phase
II. Finally, by looking at kinds of her supports, she had all of them with the
exception of emotional support (though we realized, her husband was as a good
motivation). We found the effects of her SN supports only in process and input
section in both phases.
C: Electronic Games and Interactive TV He was interested in computers and

relevant issues; for instance, he created his own website individually at the age of
12. After living in Iran and then Dubai with his family, he came to Canada in 2007
to study Computer science at Canada. He and his friend had also worked on IT
projects since high school. He decided to follow media activities professionally, so
he registered a firm in 2010 when he was student. He confronted administrative
issues and language difficulties at the beginning; For instance, filling out French
forms, opening a banking account, unsupported by a government or bank in terms
of information and financial resources. His early customers were Iranian people
because of langue limitations (French). Currently, he tends to work with
non-Iranians because Iranian customers compared the cost of services with Iran,
so he had difficulties with receiving his remuneration. His family did not agree with
him working instead of studying, so he did not have serious support from his family,
with the exception of his sister in filling out the French form. Now he has four
employees in Canada, of which three of them are Iranian and one was Canadian
(and knows the French and English language), there are also two employees in
Dubai because support of the gaming services is 24-h, so it was useful idea to have
employees in other countries with time zone difference. In Table 3, we addressed
some information related to his SNs. First point was that we did not find any support
in phase II. Second, he had a low diversity of members in the SN, only his family
and friends. Third, we found that his SNs provided only information support. His
family did not support him in terms of emotional support:
My parents disagreed about my working because my father is an engineer and my Mather is
a doctor, so they wanted me to study [1 c M].
Table 3 SNs of entrepreneur C

Phase I Family Information Process
Friend Emotional support
Government No support
Phase II – – –
Table 4 SNs of entrepreneur D

Phase I Colleague Financial support Input
Friend Information Process
Family: no support
Phase II Employee Information Output
D: Magazines He immigrated Canada in 1974 to study Financial Management. To

pay his tuitions and cost of living, he began working at a newspaper. Therefore, he
gained considerable experiences of writing and editing because he worked at
different positions and got familiar with different parts of the publishing industry.
In 1980, his friend introduced a bankrupted magazine for buying. He found that
magazine was suitable and said “I can revive it”. Finally, they bought it, and he
had managed and developed it since 1980. He had nine employees who were mainly
his colleagues at the previous newspaper. His employees mainly are bilingual—
French and English—, especially in the customer relationship part. His friend
(investor) helped him in terms of administrative issues and employing an accountant
(accountant of his friend’s factory). His employees also are loyal especially his chief
editor, and it is essential for a magazine because the quality of work increased
erratically. The entrepreneur was supported by his SNs in phase I more than phase II
as shown in Table 4. Although he was not supported by his family, his friend
provided good support in terms of information and financial support. Here are
some examples
My wife does not like the works of publishing, and just she signs some checks when I am
not in Canada. . . my older daughter is studying in X country. . ..” [5 d M] “One of my
friends-my classmate—had a business here and he told me, hey x there is a magazine being
sold, go and look at it and examine its condition, if it is appropriate, we can launch it
together. . . I visited it (same place), it was good and I told my friend that I can manage it
(at the same time, I was the manager of another company). So, he invested in it and gave
financial support and I managed it because I had experience. . . Now I am managing this
magazine. . . [1 d M].
My friend who had factory introduced his accountant in order to do the works of tax and
accounting of my business [3 d M].
His SN support affected the output of his business in phase 2 because of his loyal
employees as he stated
I employ persons who are bilingual . . .. “I have an employee who has worked for me about
15 years, and my chief editor is working about 5 years. They know their work well and are
loyal. This is an important point to keep the quality of work high [4 d M]”.
E: Targeted Media Targeted marketing or Targeted media is a kind of direct

marketing where online advertisers can employ modern techniques to target the
most receptive audiences with certain traits, based on the product or person the
advertiser is advertising. These traits include demographic, psychographic, or
behavioral variables (Plummer et al. 2007).
Demographic variables are focused on race, economic status, sex, age, the level
of education, income level and employment. Psychographic is focused on traits
such as consumer’s values, personality, attitudes, opinions, lifestyles, and concerns.
And the behavioral variables, including browser history, purchase history, and other
recent activity.
Targeted marketing is focused on certain traits and the consumers who are likely
to have a strong preference will receive the message instead of those who have no
interest and whose preferences do not match a product or service’s property.
When she immigrated Canada in 1992, she had graduated from a university in
Iran in Laboratory Sciences and English literature. Then she studied management at
a university of Canada, and finally she decided to study marketing. This is because
she was interested in this field and she practiced operational auditing, so she could
utilize her knowledge well. After graduating, she worked with an experienced
business consultant for 4 years because she needed to gain more knowledge about
managing a marketing agency. She had to work 6 days a week to pay off her
debts—loans. She bore many difficulties during her study because she had two
kids—one suckling—and she had to learn French. Her husband, who has since
passed away, said to her “many new single immigrants expressed that we want to
start a business, but they cannot do it while you have two kids”. She believed that
living in a foreign country will lead to be a realistic human and she did not let
herself to be a spoiled person. She was a very active person and played different
roles and was involved in different communities related to her professional and
other communities. She believed that her business is high-tech because she attempts
to utilize new technology such as machine learning algorithms and marketing
automation and link with customers through the web. Regarding more experts
and new technology, her customers have increased, and she experienced 78%
growth in her incomes.
In phase I, she was supported by her family and previous colleagues, but over
time, she could increase the diversity of members of her SNs, friend, customer,
colleague and employee in phase 2. Here are two example related phase I and II
respectively.
When my colleague wanted to sell this agency to me, he gave me useful guidelines and
information about administrative process of Canada and also managing such business
[7 e M].
Table 5 SNs of entrepreneur E

Phase I Family Time
Colleague Information
Emotional support
Phase II Friend Information Output
Customer Emotional support
Colleague Advertisement
Government
Employee
I have a loyal employee, and she introduces me to new customers. In fact, when her
husband had cancer and she was involved in that problem, also she could not do her duties
well; I helped her until she could stand on her own feet. . . [8 e M].
Furthermore, some of these SNs played roles in both phases. The Entrepreneur
stated that her mother always did some of housework of the entrepreneur, and she
could focus on her works more as you can see here
When I was a student, my mother came to Canada for 7 to 8 month and took care of my
children. She always supports me for study and my goals in my career path . . . [12 e F].
With the increasing diversity of members of her SNs, she gained more diverse
support than at an earlier stage of her business such as information support, time,
emotional support and advertisement (see Table 5). For instance,
My customers are my capitals. In fact, I have specific behavior with my customer. . . for
example I always spend 15 min more for each customer and speak with them. . . they
introduce me to new people [9 e M].
5.2 Across Case Analysis
When we compared the cases, we found some new emerging themes according to
across case analysis. These are the members of SNs, kinds of support, and their
effect regarding phase I and II.
Members of SN In phase I, the interview data revealed that all entrepreneurs were
supported by their family, with the exception of entrepreneur D, and friends. In
phase II, it is hard to address a specific member of SN supporting all the entrepre-
neurs since entrepreneur C did not mentioned any SNs in phase II of his business,
and entrepreneur D was supported only by his employee in phase II. Generally, SNs
played a weaker role in phase II of the entrepreneurs’ businesses. Another point
related to members of SN is that customer and employees emerged as SNs only in
phase II. On the other hand, the role of family became weaker in phase II or by
passing time, as did previous colleague. Finally, no entrepreneur was supported by

the government.
In terms of members of SN, we can point out some more detailed explanation.
First, employees and colleagues were only in SNs of three experienced entrepre-
neurs—B, D and E. Second, The customers were in the SN of three
entrepreneurs, B, E and A. Entrepreneurs “B” and “E” were experienced in
attracting customers, but entrepreneur A was a young entrepreneur. The reason
for the success of this entrepreneur was among his interviews
I am so aggressive. For example, when I face the janitor of the building, I make friends with
him. I need this friendship because sometimes I cannot find a parking spot, but he lets me
park my car in front of the building and do my works [8 aM].
Third, B and E were female entrepreneurs which had the highest diversity of SNs
(all kinds of SNs), but entrepreneur C had the lowest diversity—family and friend.
In this regards, entrepreneur C said
I prefer to find solutions of my problems myself through searches on the web and not ask
friends or professors. Maybe I like learning by myself when there is no person to help for
example my professor [8 c M].
Fourth, it was hard to find differences or similarities among these entrepreneurs

in regard to the types of their business or their educational backgrounds, by
analyzing members of their SNs.
Kind of Support After analyzing the member of SNs, we need to have an across
case analysis in term of kind of support. Information was the only kind of support
which was observed among all entrepreneurs in both phases. Customers did not
provide any information for the entrepreneurs. Then we found “advertisement” and
“time” kinds of supports only in phase II. In regards to emotional support, there was
a negative feedback, particularly for young entrepreneurs by their family. Finally,
all entrepreneurs did not have this type of support. The experienced female entre-
preneurs (B and E) had more diverse kinds of supports, information, advertisement,
time, in comparison with the male entrepreneurs. Friends and customers played an
important role for advertising, and as colleague and family do for time support; in
other words, they are complementary parts.
Financial support was not found when we looked at whole cases in terms of
information support, we found some sub-themes. These sub-themes include infor-
mation related to the input part of a business and information related to process. The
last kind of information, process, is divided into two subparts including information
related to administrative issues and the technical information or specialized knowl-
edge. Here are some examples,
Information—input. Entrepreneur “B” started their business of an opportunity
introduced by one of her relatives. “A cousin of my husband had a big advertising
company in Tehran. He suggested us this business to us (commercials). He was
looking for a person to establish a base in North America. On the other side, he was
a fulcrum point for us because he had many relationship and high credit in the
market.” [13 b F].
Information—process—Administrative issues: information related to adminis-
trative issues such as law and rules, hiring employee, administrative process of
government, and introduction to financial institutions, for instance, “When my
colleague wanted to sell this agency to me, he gave me useful guidelines and
information about the administrative process of Canada, and also how to manage
such a business” [7 e F].
Information—process—The technical information or specialized knowledge:
this kind of information can include information related to products, technology
and so on. In this regards, entrepreneur “D” cited their employee as valuable forces
because of their knowledge, which led to the development and stability of
business. . . “I have an employee who works for me about 15 years, and my chief
editor is working about 5 years. They know their work well and are loyal. This is an
important point to maintain the quality of work”.
Although we found some evidence related to information for output and feed-
back sections of a business, they were not sufficient to convince us and be
accounted as a sub-theme. However, the data show that all entrepreneurs had
information supports through their SNs in both phases. Furthermore, the informa-
tion was from both non-Iranians and Iranians. However, we found the majority of
members of SNs in phase I were Iranian people.
After analyzing information support regarding the entrepreneurs and phases,
now we consider the member of SNs to have a better understanding of information
support. In other words, we would like to consider interaction between the mem-
bers, phases, and entrepreneurs in regards to information support as shown in
Table 6. This table does not mention the number of information support appeared
among entrepreneurs’ interviews, but presents the diversity of source of
information.
Table 6 shows that entrepreneur B had more diverse sources for gaining infor-
mation than entrepreneur C. In other words, entrepreneur B received help from her
Table 6 Information support A B C D E

regarding the members of SN,
Phase I Friend X X X
phases, entrepreneurs
Family X X
Colleague X X X
Customer
Employee
Phase II Friend X
Family X X
Colleague X X
Customer
Employee X X X
Table 7 Advertisement A B C D E
regarding the members of SN,
Phase II Friend X X X
phases, entrepreneurs
Family
Colleague
Customer X X X
Employee X
friends, family, colleagues and employees, but the only source for entrepreneur C
was his friends. Furthermore, we can see friends and colleagues provided more
information support for the entrepreneurs in phase I than phase 2. On the other hand,
employees played an important role in terms of information support in phase
II. Finally, customers did not play any role in providing information support for
the entrepreneurs.
A second kind of support mentioned by the entrepreneurs was “advertisement”.
The entrepreneurs had new customers through advertising by their SNs. For
example,
My customers are my capitals. In fact, I have specific behavior with my customer. . . for
example I always spend enough time for each customer and speak with them. . . they
introduce me to new people [9 e F].
Like the information support analysis, we provide Table 7 for Advertisement. As

you can see, there is no advertisement support in phase I. Second, entrepreneurs A
(young entrepreneur), B (experienced female entrepreneur) and E (experienced
female entrepreneur) benefited from advertisement. Finally, friends and customers
of entrepreneurs played a highlighter role in introducing the entrepreneurs’ prod-
ucts, but their family and colleagues did not.
A third kind of support was “time”. In fact, members of SN spent time without
pay. The time support has been only seen in phase II. These SNs were a combina-
tion of Iranian and non-Iranian. Entrepreneur B and E, experienced female entre-
preneurs, had this kind of support by their colleague and family. Here is an example
The owner of last business in which I worked there helps me a lot. He helped me to find a
place and appropriate office equipment. He came with me to make a contract for renting . . .
as well my brother. . . [17 b F].
A fourth kind of support was “financial support”. All entrepreneurs did not have
this type of support, and it is hard to present an analysis in terms of phases and
members of SN. A last type of support was “emotional support”. It is important
because the entrepreneurs not only did not have this support, but also they faced
negative feedback at times, particularly by their families. Two young entrepreneurs
(A and C) in the study stated this issue. For instance,
“My parents disagreed about my working because my father is engineer and my mother is a
doctor, so they wanted me to study” [1 c M] . . . “My father disagreed with us for working
and he attempted to change my opinion” [1 a M].
Effects of SN Support SN support of the entrepreneurs impacted on input and

process of their business in both phases though most entrepreneurs (A, B, C and D)
benefited from them in phase I. In other words, their effect on input and process
were stronger in phase I than in phase II. On the other hand, their effect on output of
the business has only been seen in phase II. In terms of members of SN, It is hard to
give further analysis in relation to this theme—“effect” regarding different aspects
like other themes discussed because of lack of sufficient data.
The findings of the study listed six types of members of entrepreneurs’ social
networks including family, friends, colleagues, customers, employees and govern-
ment. The findings showed entrepreneurs had a larger proportion of kin in their
network during the earlier stages than in later stages of their business like the study
of Greve and Salaff (2003). On the other hand, there was no certain kind of member
for all entrepreneurs in phase II. Three experienced entrepreneurs (B, E and D)
showed that their colleagues—people the actor knows, or who are known by others
that the actor knows—were as SNs for both stages in line with the study of Burt and
Ronchi (1994). Therefore, some of these relations may be formed on the basis of
professional networks, reaching friends, and colleagues from earlier jobs (Hansen
1995).Before creating the business, other entrepreneurs (A and C) did not work for
other companies, so could not find colleagues as members of their networks unlike
three above entrepreneurs.
Furthermore, customers and employees emerged as SNs in phase II, and family
and colleagues played a weaker role in this phase. If the entrepreneurs before
creating their business became senior-level employees at established firms, they
typically built extensive networks relevant to their domains of work. Consequently,
work experience in the other’s companies can extend variety and number of
members of social networks. It is necessary to distinguish between age and work
experience.
The last member of the entrepreneur’s network was government officials. The
study of Peng and Luo (2000) and Li et al. (2009) emphasized on the political ties of
the managers that cause small firms to achieve supports such as interpreting
regulations, settling negotiations, and enforcing contracts in emerging countries.
Therefore, here was a question: what about the entrepreneurs from emerging
countries in a developed country? In other words, will they have the same procedure
in Canada? The answer was no. Government officers were not in their networks
because of conflict of interest as said by entrepreneur “B”.
In terms of gender, the female entrepreneurs of the study had more variety of
members in their social networks than the men. This difference may be derived
from several reasons, in our opinion; we need to consider the business environment
and even social condition for women in their home countries and in the new
environment (Emami 2017). In other words, these female entrepreneurs had limi-
tations in terms of cultural and religious aspects (in Iran) and rules to make
connection with others easily, and they do not face this problem in the new country.
Entrepreneur “C” (young entrepreneur) had less variety in his network than entre-
preneur A (young). That means type of character can be more important than age of
the entrepreneur.
Consequently, we found that the effects of SN in phase II is less than in phase
I. however, there is SN in phase II along with changes such as the kind of members
and the extent of their participation.
The next finding of the study was how the social network members supported the
entrepreneurs. We addressed five types of supports including time, information,
financial support and advertisement. The most supportive element that received by
the entrepreneurs was “information” in both phases which is in line with prior
studies (Casson and Giusta 2007). Furthermore, the entrepreneurs gained most
of their information through their colleagues and friends in phase I. On the other
hand, employees played an important role in providing information on relation to
input and process sections of a business in phase II. That is because the entrepre-
neurs need technical information over time. We did not find sufficient evidence for
output section of the business. Additionally, customers did not play any role for
providing information. We can say the entrepreneurs neglected to use this source of
information to increase their market and quality of their products and so on. In the
next finding, the entrepreneurs used Iranians in phase I for information support
because of language difficulties and common culture.
Another type of supportive element was time which only has been seen in phase
I. The entrepreneurs received this support from their family and colleagues. In fact,
only these strong ties can lead to these sacrifices. Prior studies did not mention this
type of support.
In terms of financial support, almost all entrepreneurs did not have financial
support in this study. To access financial support the entrepreneur needed to live for
a long time in their new country and build their connections and credit.
The entrepreneurs did not have the motivation or emotional support, particularly
young entrepreneurs from their family. Despite the lack of the emotional support
and having negative feedback, the young entrepreneurs continued their activities.
Their reactions may be derived from favourable conditions of work in the new
country and the social influence of their social networks established in the new
country regarding their norms.
The last main theme was “effect”. Elfring and Hulsink (2003) argued that instead
of linking the network structure directly to performance/effect, it will be useful to
distinguish entrepreneurial processes that are affected in a positive or negative way
by the presence of weak and strong ties. In other words, they emphasized that types
of supports such as introduction of opportunities, securing resources, and obtaining
legitimacy were identified before we consider their effects as we considered this
point in our study. However, we found some evidence related to the SNs’ effect
which derived from the type of support and who supported. We found the effects of
SN support in input and process parts of a business in both phases, but there were
these effects on the output part of a business only in phase II.
7 Limitations and Future Research
This study examined SNs for Iranian immigrants in the context of media venturing.
In other words, we studied the entrepreneurs who experienced at least two envi-
ronments with different cultures and norms. As mentioned, the social influence of
the home country and the new country has been seen for the young entrepreneurs
and for the women entrepreneurs. However, scholars who research immigrant
entrepreneurs and SNs are advised to consider cultural differences and ecosystems
and their effects on forming SNs. Furthermore, we could not study the ethnic groups
and their effect on SNs, particularly for immigrant entrepreneurs. We attempted to
realize the similarities and differences between the entrepreneurs in terms of gender
and experience among necessity entrepreneurs (individual who start small enter-
prises out of necessity), but the researchers need to study also opportunity entre-
preneurs (individual who start small enterprises because they spot an opportunity in
the market) and find out if SNs impact immigrant entrepreneurship differently.
Furthermore, the effects of subjective (perceptions, attitudes and behavior of the
entrepreneur) and objective (how many languages known, educational background)
characteristic of entrepreneurs on SNs should be explored by scholars as our study
mentioned some findings in this regard. Future studies need to have a precise
classification of different kinds of information in the phases of the entrepreneurship
process and gaining information related to output and feedback sections of a
business.
In terms of the effect of SNs, there is no idea about the effect size of each type of
support in the short term and long term. Furthermore, what is the effect of high
value social capitals on the performance of firms and what will happen, if such
supports are stopped? Finally, there is a critical question that is the existence of SNs
is always as an advantage or an opportunity. In other words, can we consider the
lack of SNs as an opportunity sometimes? If so, when?
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Mahdi Tajeddin is a fifth-year Ph.D. student and part-time

faculty member in management department at Johan Molson
School of Business of Concordia University. He has been work-
ing on international entrepreneurship in a state of flux in emerg-
ing and developing economies with a special focus on business
groups, social networks, institutional voids and open innovation.
He has been cooperating with various communities, departments
and scholars in North America and Iran such as Montreal Local-
Global Research Group (MLGRG), Export Development Canada
(EDC), AACSB, etc. His papers have been placed in some peer-
reviewed journals and presented at recognized international con-
ferences such as AOM, AIB, EGOS, ASAC and McGill Interna-
tional Entrepreneurship.
Amir Emami is a lecturer in faculty of manaement, Kharazmi

University. He holds Ph.D. in entrepreneurship from Politecnico
di Torino. His research efforts focus on entrepreneurial opportu-
nities, judgement and decision-making, international entrepre-
neurship, media entrepreneurship, innovation and design
thinking. His work has appeared in International Journal of
Entrepreneurship and Small Business, Eurasian Business Review
and Advances in Production Engineering and Management. He
has also received Best Paper awards with his co-author (Prof.
Dimo Dimov) from International Conference of Innovation and
Technology in 2016.
Abbas Ali Rastgar has a Ph.D. on organizational behaviour

management from Tehran University. He is an associate profes-
sor in the Department of Management, Faculty of Economics,
Management and Administrative Science, Semnan University.
His research interests are in organizational behaviour manage-
ment, organizational spirituality, leadership, human resource
management and principle philosophy of management theories.
He has more than 70 publications in this area in international and
ISC journals. He has the honour of best researcher in 2016
ceremony of research and technology in Semnan and also has
the title of best researcher in the Faculty of Economics, Manage-
ment and Administrative Science in 2010 and 2016.
Impact of Leaders’ Characteristics
on Competitiveness of Firms: Applying
Weber’s Charismatic Authority Theory
to Leaders of Post-Soviet Media Businesses
Dinara Tokbaeva
Abstract This research applies Max Weber’s theory of charismatic authority to the
leaders of media companies and explores the origins and dynamics of media
leadership in Russia and Kyrgyzstan in 1991–2016. Two case studies of leaders
of financially viable privately-owned media businesses—Abak-Press in Russia and
Computer Press Kyrgyzstan—are compared and contrasted. Abak-Press’s Alexei
Kharitonov and Computer Press’s Kylychbek Sultanov founded their media com-
panies after the fall of the Soviet Union having no prior management expertise and
grew them from small “one-man army” businesses into self-reliant media holdings.
Based on qualitative data from 54 interviews with leaders themselves, company
employees, competitors and industry experts, the paper argues that charismatic
leadership helped these firms grow and become financially sustainable. As charisma
is eventually routinized, the charismatic authority of two given leaders is
transforming into a legal-rational authority or the authority of managers. This
process is influenced by specificity of media market dynamics. This research
contributes to the theoretical framework on media entrepreneurship and media
leadership in the post-Soviet space.
1 Introduction
This is an exploratory comparative-case study research (Yin 2014) of leadership in

the media companies in the post-Soviet context. This research traces a 25-year
period (1991–2016) of two media companies’ development from a small business
run by a single person to a current state media holding employing up to 1000 people.
Two cases, one from Russia, former Soviet Union’s largest economy, and one from
Kyrgyzstan, one of the smallest economies of the post-Soviet space, observes
maturation of privately-owned media companies in different economic settings
with a shared Soviet past. Even though the discussion takes a chronological narrative
D. Tokbaeva (*)
University of Westminster, London, UK
e-mail: d.tokbaeva@my.westminster.ac.uk

146 D. Tokbaeva
of development of two businesses in Russia and Kyrgyzstan, this is not a ‘rags-to-

riches’ story. Privately-owned media holdings are rare in Russia’s regions, and they
are even rarer in Kyrgyzstan. This is a study of a media market phenomenon and the
reasons behind its existence and rarity. This is a study about people who ventured to
start a media company as soon as entrepreneurship opportunities became available
after the fall of the Soviet Union and how they managed to lead their businesses up to
present condition of media holdings. The Weberian theory of authority is discussed
in this research alongside Kotter’s (1982, 2012) model of appraisal of general
managers. Using Kotter’s method of analysing personal and background character-
istics of company leaders, this research provides a detailed analysis of maturation
and transformation of the leadership of privately-owned media businesses in Russia
and Kyrgyzstan. Empirical findings are based on two cases of media businesses in
Russia and Kyrgyzstan—Abak-Press and Computer Press. Both are privately-
owned media holdings in Ekaterinburg, Russia and Bishkek, Kyrgyzstan respec-
tively with no involvement from the state in financial and editorial matters. They are
also still run by individuals who founded them. As this research has found, there are
13 companies meeting these criteria in both Russia and Kyrgyzstan. The empirical
data came from 54 in-depth semi-structured interviews with company founders and
owners, senior and junior staff, media experts, academics, representatives of com-
peting businesses and failed media entrepreneurs.
2 Media Entrepreneurs and Media Leaders
Media companies operate within fast-changing media environments. The entrepre-

neurial intensity or the degree and amount of entrepreneurship in each organisation
has a positive relationship on organisation performance (Morris and Sexton 1996;
Murphy 1996). The levels of entrepreneurial intensity and market competition
depend on context, type of media industry and cluster within which an organisation
operates (Cooke and Shòvarts 2007; Brown 2008; Delgado et al. 2016).
Academic field of media entrepreneurship is young (Hang 2017; Khajeheian
2017a, b). Research on media entrepreneurship includes studies of entrepreneurial
firms practising in technology-intensive environments (Bingham and Haleblian
2012) and the studies aimed at understanding the specific country and industry
contexts in which entrepreneurial activities take place (Welter 2011). Hoag (2008)
compared challenges of media start-ups in the U.S. to the start-ups outside of media
industries. Khajeheian (2013) researched the impact of commercialisation on the
digital startupers in Iran. Raviola and Dubini (2008) analysed the ways incumbents
and newcomers of the Italian digital music industry cooperate with each other.
Furthermore, the entrepreneurial experience differs depending on whether one’s
media company is rural- or urban-based. This aspect was discussed by Price Schultz
and Jones (2017) in their study of an online news organisation in Wyoming and a
similarly-sized print publication in New York. Academics have noted/found out
that since early 2000s media entrepreneurship research almost fully concentrates on
Impact of Leaders’ Characteristics on Competitiveness of Firms:. . . 147
digital media including tech companies (Zboralska 2017; Khajeheian 2016), online
news start-ups (Gleason and Murschetz 2017; Nel et al. 2017) and social media
(Khajeheian 2013). There is a lack of studies “[. . .] focusing on entrepreneurship in
traditional media markets, such as TV, newspapers, books, or radio.” (Dowing and
Mellewigt 2002, p. 201, cited in Achtenhagen 2017a).
Business challenges of media entrepreneurs are precarious, insecure work (Gill
2011); while some start-ups succeed, others fail which results in short-term periods
of employment. A ‘formational myopia’ is one of the challenges of development
and sustainability of news start-ups founded by novice entrepreneurs (Naldi and
Picard 2012). The ‘formational myopia’ refers to a state of mind when novice
entrepreneurs are stuck with their own misconceptions about the industry and the
market they are about to enter. Apart from that, compared to managers, the new
media entrepreneurs enjoy more significant levels of informal power as they
“control [. . .] both primary (material, technological) and secondary resources
(relations, information)” (Bourdieu 1993, cited in Grätz 2013, p. 4). The study by
Grätz (2013) confirmed that it is possible to start-up certain kinds of media business
without significant amount of funds at one’s disposal.
The studies focusing on more experienced internet entrepreneurs that have prior
entrepreneurial experience (Compaine and Hoag 2012; Achtenhagen 2017b; Mack
et al. 2017; Powers and Zhao 2017) found that they face similar challenges to the
managers of established firms. They aim at financial stability, business integrity and
implementation of strategic plans. For this reason, there is a strong relation between
sustainable entrepreneurial activity and managerial activity. Once the entrepreneur-
ial firm becomes sustainable, an entrepreneur de-facto transforms into a manager.
From a business point of view, it’s an achievement. But in a way this transformation
also leads to a loss of informal power (Bourdieu 1993, cited in Grätz 2013).
Leadership needs to be distinguished from management just like vision needs to
be distinguished from a simple strategy (Bryman 1992). For instance, for some
leaders their broad aims are stylised as vision whereas they involve not more than
creating a more competitive company by reducing bureaucracy and decentralising
operations (Bryman 1992, p. 168). The concept of New Leadership, however, is
criticised for its failure to present a full picture of what organisational leadership
can and should be. Theory and research mostly acknowledge that leaders do make a
difference in organisations, however there is a need for more consistent quantitative
studies on the effects of change (Bryman 1992, p. 177). Case studies on leadership
have mostly concentrated on the achievements of iconic leaders like Chrysler’s Lee
Iacocca (Spector 2014), Pepsi-Cola’s and Apple’s John Sculley (Malan and Kriger
1998), Scandinavian Airlines’ Jan Carlzon (Heifetz and Laurie 1997) or Virgin’s
Richard Branson (Kets de Vries 2003). A superstar CEO image is largely fuelled
by media attention surrounding them which includes their writing memoires about
themselves and films about them being produced. For instance, president of USA
and businessman Donald Trump authored more than 20 books on leadership,
fortune building, and the art of deal-making. Alongside with the hype around
successful CEOs, there is critical academic research on iconic leadership. For
instance, Sharma and Grant (2011) did a case study on Steve Jobs and discussed
148 D. Tokbaeva
the instruments of his public appeal through the analysis of his public speeches.
Khurana (2002) contributed towards de-romanticising the ultimate myth of charis-
matic leadership’s positive impact on organisational performance in corporate
environments. Mintzberg and Westley (1992) and Küng (2000) argued that a
detailed study of social relationships in organisations with the focus on charismatic
leadership as well as qualitative case studies of leadership in action are needed for
better understanding of organisational dynamics and the relationship between
charisma and performance.
The heart of the leadership debate is the “born versus made” debate (Kotter
1990, p. 109). Having studied 200 senior executives in the U.S. through interviews,
questionnaires, archival documents and observation, Kotter (1990) strongly
favoured the “made” versus “born” leadership. At the same time, Kotter (1990,
p. 108) mentioned the following four major leadership traits:
1. Level of drive/energy;
2. Intelligence;
3. Mental and emotional health;
4. Integrity.
While one’s motivations change throughout life, it’s the early years that shape
one’s personality. It’s the values expressed by closest relatives and even elementary
school teachers (Kotter 1990, p. 107). According to Freud (1975), inter-family
relations in one’s early childhood influence the way the personality is formed.
Career experience, major events of adulthood and other circumstances can guide
one’s way of life, but the roots of one’s drive, intelligence, mental and emotional
health go back to early life. Charisma is the linking variable which unites experi-
ence and life circumstances with one’s natural ability of leading (Kets de Vries
1988; Kotter 1990, p. 111). The above-mentioned elements form endless combina-
tions in different people, making each case unique.
3 Authority and Charisma
Max Weber (1947) developed the concept of charisma for sociological analysis
having derived it from its original Greek meaning: ‘the gift of grace’. The concept
of charisma is important for understanding institution building. “For Weber, free-
dom, creativity, and personal responsibility did not lie outside the scope of the
society, of social relations and activities. On the contrary, interpersonal relations,
organisations, institutional structures, and the macro-societal setting constituted the
arena in which freedom, creativity, and responsibility could become manifest”
(Eisenstadt 1968, p. xvi). Weber defined charisma as “a certain quality of an
individual personality by virtue of which he is set apart from ordinary men and
treated as endowed with supernatural, superhuman, or at least specifically excep-
tional powers or qualities” (Weber 1947, p. 358).
This definition was presented within a typology of three different types of

legitimation of authority: authority based on rational (legal) grounds, on traditional
grounds and on charismatic grounds (Ibid, p. 328).
1. A legal-rational authority—it is not based on obeying a specific leader. This
authority is empowered by obeying the principles of law (legal and rational);
2. A traditional authority—it is based on the sanctity of tradition and is irrational.
The ability and the right to rule does not change overtime, it is usually passed
down through heredity;
3. A charismatic authority—it is based on a leader who inspires others. This leader
is perceived to possess extraordinary individual characteristics of divine or
supernatural origin (Weber 1947).
Speaking of the organisation of labour, Weber (1947) stressed that two out of
three types of communal or associational organisation of work, the army and the
religious community, are “based on the direct feeling of mutual solidarity” (p. 265).
The first type of communal organisation is family; however, Weber (1947) didn’t
consider it to be based primarily on charisma. According to Weber, the army and
the religious community “rest primarily on a specific emotional or charismatic
basis” (Ibid). “These types of organisation of work have been developed based on
common value attitudes of primarily non-economic character” (Ibid). This defini-
tion implies that the main motivation of workers in a media company led by a
charismatic leader is emotional rather than rational.
4 Post-Soviet Entrepreneurs and Media Entrepreneurs
Scholars see the roots of Russian entrepreneurs’ specificity in the Russian history.
Once the controlled and planned system fell in 1991, people received autonomy
which was necessary for innovation. The first business leaders of post-Soviet space
were the entrepreneurs of various kinds (Hisrich and Grachev 1993). Although
different in types and ways of doing business, all of them were characterised by
spontaneity, innovative behaviour, high organising skills, a pro-active attitude
towards looking for opportunities and a strong desire for independence (Ibid,
p. 492). Apart from these qualities that are arguably shared by entrepreneurs around
the world there are some features typical of Russian entrepreneurs—they are
described as cautious, conservative and not trusting new ventures (Hisrich and
Grachev 1993). Entrepreneurs in Tsarist Russia faced distrust from most fellow
Russians. They were almost seen as inferior (Owen 1981, cited in Hisrich and
Grachev 1993, p. 490). High risk and insecurity were companions of Russian
entrepreneurs in Tsarist Russia, since they had to pay higher interest rates than
their European colleagues (20% per year compared to 4% in Holland and 8% in
England) (Barbour 1950, cited in Hisrich and Grachev 1993, p. 492). This may be
the reason for the conservatism of Russian entrepreneurs. “Since each tsar had
150 D. Tokbaeva
unlimited power and proprietorship of the country and its resources, an entrepre-
neur, regardless of ability, could not go far without government approval.” (p. 492)
During the Soviet times, the profit-making activity was criminalised and subject
to arrest. However, perestroika de-criminalised entrepreneurship. In the late 1980s,
the first entrepreneurs appeared in socialist countries. Kiser (1989) interviewed
several successful leaders of enterprises in science and finance in socialist Russia,
Hungary, East Germany and Czechoslovakia—all these countries experienced the
rise of entrepreneurial activity and leadership. Research on the development of
management in the post-socialist Slovakia by Ursic and Mulej (2005) showed that
management knowledge didn’t exist. Also, up until early 2000s a top-down man-
agement structure was prevalent in Slovakia. It was a big stumble block for
technological innovation.
Sociologists have a different opinion on post-socialist entrepreneurship. Russian
researcher Zaslavskaia (1995) noted that the first wave of Russian entrepreneurs in
the early post-Soviet period (1992–1994) were distinguished not so much by their
high level of skills and business acumen as by their possession of advantageous
connections, impudence and violation of morality and law. Quarter of a century
after the break of the Soviet Union, negative public perceptions towards entrepre-
neurs are still in place.
4.1 Post-Soviet Media Business Leaders
Schimpf€ ossl and Yablokov (2017a, b) assessed the Russian media market by
applying elite theory and theory of ‘adekvatnost’ (a Russian term for appropriate-
ness) to media actors such as owners of media businesses, media managers and
employees. The researchers pointed at the increased control of the Russian media
system by the state during president Vladimir Putin’s third term after 2012. Based
on the way the media market developed in between 1991 and 2012, the increased
state control catalysed the emerging of the so-called “media aristocracy” in Russia.
According to Schimpf€ossl and Yablokov, this group includes owners of sizeable
media businesses, media managers and editors-in-chief and prominent journalists.
According to the researchers, while some media professionals “were forced out” of
their jobs or had to emigrate, the majority “have kept their positions” and adapted to
the environment (Schimpf€ossl and Yablokov 2017a). Based on data obtained from
interviews with media managers in Russia, Schimpf€ossl and Yablokov (2017a, b)
argued that ability to adapt to the media environment requires the following five
features:
1. Being reasonably well networked;
2. Being integrated into the political system;
3. Employ in one’s work journalistic or managerial strategies inherited from Soviet
times (Schimpf€ossl and Yablokov 2017a, p. 1);
4. Being able “to credibly play by the rules without limiting one’s professional
creativity” (Ibid, p. 2);
5. Being capable of “‘correctly’ navigating permanently changing political envi-
ronments” (Ibid, p. 2).
The rules are defined by the changing political environment of Russia and
require one to keep connections with those in power and make new connections
if new people join the power circles. For instance, these can be the regional or city
heads, heads of state committees responsible for media policy etc. Being aware of
changes and able to adapt to them by making the right connections on time is what
the authors meant by “‘correctly’ navigating permanently changing political envi-
ronments” (Schimpf€ossl and Yablokov 2017a, p. 2) This is necessary to keep one’s
job in case of individual creative workers or be allowed to lead a business in case of
owners of sizeable businesses.
As far as media managers are concerned, their function within the current
Russian media environment is special. Those media managers that managed to
access the key state players not only conform to the rules of the game, but also serve
as a bridge between the state and the newsrooms (2017b). According to
Schimpf€ ossl and Yablokov (2017b), this agency position allows media manages
to shape and modify their subordinates’ attitudes and behaviour as well as meet
with approval from the state players. Media managers have a great chance of
succeeding considering that they have the final say in questions of hiring and firing
of employees (Koltsova 2006). This kind of agency play is viewed as one of the
strategies of being a success as a media manager in Russia. Gatov et al. (2017)
argued that these elements are found not only in older generation of media man-
agers that have closely experienced the Soviet nomenklatura,1 but also the ones
who were either too young or remote from those power structures. Trifonova Price
(2015) delivered similar findings on the example of nomenklatura networks and
media ownership in the post-communist Bulgaria. Some former members of
Bulgarian Communist nomenklatura managed to retain their influence on media
environment through re-investing their capital into private media enterprises after
the fall of the Berlin Wall and through maintaining their informal networks
(Trifonova Price 2015). Edwards and Lawrence (2000) explained ‘nomenklatura
capitalism’ in relation to Eastern European states as a market economy with a
strong element of state involvement (p. 38). There is one more term coined by
Edwards and Lawrence (2000), which is ‘nomenklatura privatization.’ These
privatized companies are de-jure private entities but in fact they are controlled
1
Nomenklatura is a term widely used in the Soviet Union and the countries of the Eastern Bloc to
refer to people who held key administrative posts within the government apparatus and who were
the key decision-makers. Nomenklatura not only included the delegates of the Communist party,
but also those who led state industry, agriculture, culture entities. Due to the power structure,
Nomenklatura enjoyed high level of symbolic and actual power during the Soviet times
(Voslenskii 1984).
152 D. Tokbaeva
through newly established state-owned banks, connected to the same nomenklatura

people that were in power during the socialist times.
Studies on individual entrepreneurs in Russia suggest that persistence of Soviet
traits in modern managers cannot be generalized to the entire population of man-
agers. Kets de Vries and Florent-Treacy (2003) studied Russian self-made entre-
preneur Roustam Tariko, founder of Russian Standard Vodka and Russian Standard
Bank, based on an in-depth interview with him. Shekshnia and Kets de Vries (2008)
carried out a similar interview-based case study on another Russian businessman
Ruben Vardanian. Vardanian is a CEO and founder of Troika Dialog, a leading
indigenous investment bank in Russia. Guilluy-Sulikashvili (2017) discussed
de-hierarchizing of the Soviet value system in her research on managerial behav-
iour of generation Y entrepreneurs in Russia. Wielecki (2017) analysed the role of
social capital and other cultural factors that form the meso-level of businesses and
shape the dynamics of running small firms in Russia. These researchers argued that
the persistent feature of Russian management is informal arrangements in business
relations, which results in the fact that “business strategies are often embedded in
non-economic factors, such as ethnic ties, family and friendship obligations, reli-
gious beliefs, etc.”.
5 Method
This paper looked at the Generation X of entrepreneurs or the ones born from the
early 1960s to late 1970s. This generation is also called Baby Boomers. The
Russian and Kyrgyz managers that belong to this group have experienced some
influence of the Soviet value system. They were schooled and some went to the
university during the Soviet times. But, since the Soviet Union broke up in 1991,
these people didn’t work under the Soviet authority. Instead, they set up new
businesses which they funded themselves.
Focusing on specific moment in history is particularly acute for business studies in
emerging economies. Interviewing insiders and outsiders of an organisation com-
bined with desk research is one of the most suitable methods of studying Russian and
Kyrgyz business leaders. There are three methodological reasons for that. They are:
(A) The difficulty of accessing market information due to wide-spread shadow
economy2 practises in Eastern Europe and Central Asia (Edwards and Lawrence
2000; Kirpalani et al. 2009; Oxford Analytica 2011; Morris and Polese 2014;
Interfax 2015);
2
A “shadow economy” is a term used to describe informal economic practices in the shadow of the
state. For instance, these include economic activities that are supposed to be taxed but instead they
illegally remain out of taxation. The practices come in many forms and occur in the transitioning
states of Eastern and Central Europe (Kirpalani et al. 2009), Latin America (Fernández-Kelly
2006), Africa and other parts of the world.
(B) A turbulent legal base of the post-Soviet states (Edwards and Lawrence 2000;
Polese and Rodgers 2011; Vartanova et al. 2011, 2016; Vartanova 2015a, b);
(C) Lack of options to access staff directories and inner documents in Russia
(Koltsova 2006) and Kyrgyzstan (Tokoev 2013).
5.1 Case Study Design
“A case study is an empirical enquiry that investigates a contemporary phenomenon

(the “case”) in depth and within its real-world context, especially when the bound-
aries between phenomenon and context may not be clearly evident” (Yin 2014,
p. 16). A two-case study design was chosen over a single-case one because
analysing media holdings in two distinctive Former Soviet Union states offered
the opportunity to consider a greater variety of external and internal factors.
Country-comparative approach allows to identify similarities and differences in
media leadership patterns between a stronger economy (Russia) and a weaker one
(Kyrgyzstan), the ‘centre’ of the former Soviet Union and its ‘periphery’. The study
covers the two cases of Abak-Press and Super-Info in Russia and Kyrgyzstan
respectively and draws a set of “cross-case” conclusions based on qualitative
evidence from interviews, observations, desk research combined with review of
literature.
5.2 Defining a Privately-Owned Media Holding
The subject of this research is a specific type of business entity—a media holding.
It’s a company that owns and controls shares of other companies to form a corporate
group. Such formation helps to reduce economic risks and increase political
influence or resistance to external political influence (Rowland and Higgs 2008;
Gaughan 2013; Jaksic et al. 2014).
The media markets of post-Soviet states include state-owned media (e.g.: Rossiya
TV-Channel), privately-owned ones (e.g.: Look at Media) and foreign-owned (e.g.:
Cosmopolitan-Russia, owned by Finnish company Sanoma Independent Media).
This research concentrates on private ones to consider the ways in which they
emerged in the independent states and how the leaders of these companies led
them to success.
154 D. Tokbaeva
5.3 Company Selection Rationale
Preliminary desk research identified the following companies in Russia and Kyrgyzstan
suiting the case study criteria that is:
(a) a media holding;
(b) privately-owned by home-grown entrepreneur(s);
(c) originated after the fall of the Soviet Union (1991);
(d) financially viable;
(e) in case of Russia based in the regional Russia (not from the capital city, not a
nation-wide media); in the case of Kyrgyzstan any company, even nation-wide,
due to the limited size of the Kyrgyz market.
Table 1 shows a full list of companies matching the research criteria:
The number of companies matching the criteria for inclusion in the study is very
low. There are several reasons for that. First, the Russian and Kyrgyz media
markets are still being formed and it has been very difficult for private media to
originate and develop. Second, state-owned media or media that are patronized by
the state play an important role at the media market. There are state-owned
profitable media but they do not meet the criteria of this research because they
are state-owned. On other occasions, some successful private businesses that
originated from scratch in the 1990s or early 2000s, were sold to state or corporate
Table 1 Media holdings in regional Russia and Kyrgyzstan meeting the criteria of this research
project
City, state Name of company Type of assets
Rostov-on- “Krestianin” Publishing 5 newspapers, 1 magazine, 2 online projects
Don, Russia House
Ufa, Russia Open joint stock company 1 newspaper, 1 online project, 1 magazine
“Sem’ Vershin”
Voronezh, “Svobodnaya Pressa” 4 newspapers, 1 magazine
Russia Publishing House
Ekaterinburg, Abak-Press Publishing 1 business magazine, 1 lifestyle magazine,
Russia House 2 shopping guides, 4 online projects
Barnaul, “Altapress” Publishing 7 newspapers, 3 magazines, 1 printing press
Russia House
Kazan, Russia TNV (Noviy Vek) 2 TV stations and 1 radio station
Vladivostok, Open joint stock company 7 online news agencies
Russia PrimaMedia
Bishkek, Computer Press 1 newspaper, 1 online portal, 1 ad agency
Kyrgyzstan
Bishkek, Vecherniy Bishkek Pub- 4 newspapers, 1 news portal, Rubikon Advertis-
Kyrgyzstan lishing House ing Agency, 1 printing press
Bishkek, Europe Media Group 3 radio stations, 1 franchise TV, 1 satellite TV
Kyrgyzstan channel
Source: Author, July 2015
groups. For instance, NGS (a network of leading city portals in 18 Russian cities
offering culture, business and real-estate information) and E1 (online portal of
Ekaterinburg) recently joined Hearst Shkulev Media/InterMedia Group in 2013
and 2014 respectively. The latter is one of the leading Russian media companies
which also keeps such brands as Elle and Maxim under its umbrella. Hearst Shkulev
Media/InterMedia Group could be an interesting Russian media holding on its own,
however it doesn’t suit the research criteria. It is a Moscow-based nation-wide
holding, which has a significant foreign capital. Its parent company is the US-based
Hearst Corporation founded by William Randolph Hurst in the end of the nine-
teenth century. Both in Russia and Kyrgyzstan there are several originally
privately-run media companies that later borrowed money from national, federal
or municipal authorities. This makes them unsuitable for this study of ‘independent
survivals’ (Dovbysh 2016). Several checks were carried out to make sure that the
companies chosen as a case study in both Russia and Kyrgyzstan didn’t borrow
money from the state. First, independent media experts and university lecturers
were interviewed. The interviewees could share information about the existing
government sponsorships and who receives them. Second, this research relied
upon existing research such as the one by Dovbysh (2016). It appeared that large
regional socio-political media receive government sponsorships, while the compa-
nies observed in this research cover entertainment or business news and are not
suitable for winning a government sponsorship. Furthermore, Koltsova’s (2006)
research on news media and power in Russia revealed that “[...] private internal
ownership also exists mostly beyond large media and beyond politics, and has been
more and more represented by entertainment or professional publications” (p. 84).
And, lastly, interviews with media experts as well as interviews with failed media
entrepreneurs revealed many cases of privately-run media in both Russia and
Kyrgyzstan going bankrupt and ceasing to exist.
6 Cases of Russian and Kyrgyz Media Holdings
6.1 Abak-Press Media Holding (1992–2016), Russia
The Abak-Press media holding was founded in 1992 in Ekaterinburg. In the

beginning, its activity was magazine publishing. Since 2011, Abak Press has been
putting all efforts into developing business over the internet. In 2015, Abak Press
had four websites and four magazines. The company offers B2B and B2C services.
Abak Press serves small and medium-scale business and middle income city
dwellers mostly in Russia’s regions. Monthly audience of online resources is
17 million visitors (Ibid, 2015) (Fig. 1).
As of 2015, the revenue structure of Abak Press was the following: 80%—Puls
Zen; 18%—Blizko; 2%—Delovoi Kvartal online and Ya Pokupayu online. All print
divisions are not profitable, and their revenues are steadily falling (Interview with
Alexei Kharitonov, 7 April 2015). The holding also expects to close all print
156 D. Tokbaeva
Fig. 1 Abak-Press media holding structure in 2016. Source: Abak Press Company Info (Abak
Press 2016)
projects in a little while. The online B2B service Puls Zen (or the Pulse of Prices in
English) is the most profitable division of the media holding. Puls Zen has got 6000
clients, and its base is growing. The B2C service called Blizko is an important and
profitable division too.
The Abak Press media holding started as a publishing house. Its first products
were publishing ones: Puls Zen directory, Delovoy Kvartal magazine. There were
many attempts and fails during 23 years. Today the most successful products of the
media holing are network products: Russia’s first glossy shopping guide network Ya
Pokupayu, Delovoy Kvartal city business magazine network, Blizko Remont weekly
construction materials directory network. Premium men’s magazine Business i Jizn
is the only exception as it is not a network project.
The total staff amount is around 150 people as of 2015. The company employs
60 full-time IT developers and 20 specialists in User-generated content and web
design. There are 50 sales people, around 10 heads of departments or heads of
regional sales departments and 10 editorial staff. The holding’s main aim is to serve
the local entrepreneurial community by offering them up-to-date information and
helping them make better business decisions. Within the past 5 years Abak Press cut
off many of its small print divisions, that were unprofitable or didn’t add up much
value. The holding is also undergoing staff cuts (Interview with the source from
Ekaterinburg-based news agency, 10 April 2015).
6.2 Case of Alexei Kharitonov, the Founder and Current

Leader of Abak Press
Alexei Kharitonov is the founder and director general of Abak Press media holding.
He graduated from the Mechanical Engineering Faculty of Ural State Technical
University in 1983. In 1983–1985 he worked as a researcher at the Institute for
physics of metals. In 1985–1991 Kharitonov worked at the Ural Electric Operating
Mechanism plant as a programmer. In 1992, he founded the publishing house Abak
Press together with a group of friends. Today Abak Press is one of the largest
publishing holdings in regional Russia, headquartered in Ekaterinburg, the heart of
Ural federal region (GIPP 2013). Alexei Kharitonov thinks that his programming
education helps him in doing business, especially setting clear tasks and solving
complex problems. The most recent major problem the holding is facing is
digitalisation of media business (Apress.ru 2012). His understanding of a successful
business idea is when a local idea can be scaled in other places. His firm position is
to create own products and develop them instead of franchising successful foreign
products such as Alibaba.com (Ibid, 2012). Kharitonov prefers to keep information
about his family private (Table 2).
6.3 Computer Press Media Holding (2001–2016), Kyrgyzstan
This media holding was founded in 2001 in Bishkek, Kyrgyzstan. The Computer
Press publishing house unites three assets—Super Info newspaper, super.kg online
portal and an eponymous ad agency (see Fig. 2). The newspaper’s circulation is
more than 100,000 copies a week—the leading position among print titles in
Kyrgyzstan. The readership is estimated at 600,000 readers a week among the
economically active people aged 16–50. The super.kg infotainment portal’s view-
ership has been growing each year since it opened. The website has got daily
800,000 hits, 2.6 million monthly page views and about 545,000 monthly unique
visitors (hosts) (Super.kg 2015). 2/3 of daily hits are from abroad which represents
Kyrgyz diasporas in the Americas, Europe, Asia and Oceania (Net.kg 2015).
Computer Press produces the largest infotainment media in Kyrgyz language. It
originated from a few-page paper founded in 2001. In 2001, having borrowed money
Kylychbek Sultanov published Computer press about computer technologies. It was
a complete failure. Half a year later he ventured with another title Super Scanword.
This one received a warmer welcome from the readers and allowed Sultanov to hire
his first employees. In 2002, that paper was renamed to Super Info and it began to
include not only scanwords but also news about local and international celebrities.
However, the holding still bears the name of the very first title—Computer Press.
One of the first coloured papers in Kyrgyzstan, Super Info became a success as it
served the overlooked population of rural Kyrgyzstan as well as of the capital’s
suburbs. The paper became the most read title in Kyrgyzstan in 2008 and has kept the
leading position since then (Akipress 2013).
158 D. Tokbaeva
Table 2 A Résumé for Alexei Kharitonov

Current position General Manager and owner of Abak Press media holding. Based in
[early 2016] Ekaterinburg, Russia
Career history 1983–1985—The Institute of Physics of Metals—2 years—Researcher
1985–1991—The Ural Electromechanical plant—6 years—Analyst/
Programmer
1992—founded Abak Press company. Currently leads the company
Background Born in Russia on October 31, 1961. Raised in Russia. In 1983, received
a BSc in Engineering from Ural State Technical University, Mechanical
Engineering Faculty
Source: Interview with Kharitonov and desk research
Fig. 2 Computer Press media holding structure in 2016. Source: Computer Press Company Info
(Super.kg 2016a, b)
The online portal super.kg was opened in 2006 and at the time this was written it
was ranked fifth among KG-zone websites (Net.kg 2015).
6.4 Case of Kylychbek Sultanov, the Founder of Computer

Press
Kylychbek Sultanov was born in Myrza-ake village, Uzgen district of Osh region of
Kyrgyzstan in a Soviet working class family. Kylychbek Sultanov moved to the
capital Bishkek to study in the end of 1980s. He entered the Frunze Polytechnic to
learn computer programming. After finishing it, he entered the Information
Communications Department of the International University of Kyrgyzstan in the
early 1990s. In 1989, the declaration of Kyrgyz language was adopted in the Soviet
Socialistic Republic of Kirghizia. Since then there were attempts to translate official
documents and literature into Kyrgyz. Sultanov recounts how in his university he
was among the first ‘experimental’ group to study computing in Kyrgyz. He used
these skills to get his first job at Kyrgyz Ruhu local newspaper. After getting married
and becoming a father he felt the need for a better paid job (Akipress 2013). In 2001
he borrowed money and ventured to publish his own print title Computer Press. He
went bankrupt but continued attempts. Few months after in summer of 2001 he
Table 3 A Résumé for Kylychbek Sultanov

Current position Owner of Computer Press media holding. Based in Bishkek,
[early 2016] Kyrgyzstan
Career history 1996–1998—Kyrgyz Rukhu newspaper—2 years—Designer, then head
of IT department, then associate editor
2000—founded Computer Press company
2002—Super Info newspaper—1 year—editor-in-chief
2008—ELTR public TV channel of Kyrgyzstan—1 year—acting
deputydirector general
2009–2012—Computer Press—3 years—General Manager
2012–2013—Kyrgyz Government—1 year—Social Development
Minister
2013—present—Computer Press—4 years—owner/consultant
Background Born in Kyrgyzstan on January 4, 1976. Raised in Kyrgyzstan. In 1996,
received a BSc in Computer Engineering from Kyrgyz State Polytech-
nic University. In 2006, received an MA in Economy from Kyrgyz State
University named after Arabaev via distant learning
Source: Interview with Sultanov and desk research
published another title Super Scanword. He created scanwords himself using com-
puter software and dictionaries. He took out a mortgage for a house. By autumn of
2001 the circulation of the scanword paper rose twofold and he could hire first five
people and rent an office in the basement with no windows. The first issue of Super
Info was published in spring 2002. It included scanwords and news about local and
international celebrities (Ibid, 2013). As newspaper grew and matured, in 2008
Sultanov received Kyrgyz National Newspaper
Award “Media Manager of the Year”. In 2008, 2009 and 2010 Super Info newspaper
was three times awarded the prize “Best circulation of the Year” (Vecherny Bishkek
2013). In 2012, Sultanov shortly worked as a head of advisory committee for the
Public Tele-Radio Broadcaster. In 2012–2013 he served as a minister for social
development. Although he has appointed other people in charge of operations, he
remains the advisor for Computer Press. He stays in close contact with the staff.
Sultanov is different from other Kyrgyz politicians that own newspapers and view
them as instruments for their political fights. He views his media holding as a
business, as his main job (Akipress 2013) (Table 3).
7 Discussion: Qualities and Skills of a Media Business

Leader and His Subordinates in Russia and Kyrgyzstan
There are two primary research questions:

1. Which qualities does one need to have to become a media business leader in
Russia and Kyrgyzstan?
2. How do subordinates contribute to the performance of media holdings of Russia
and Kyrgyzstan?
160 D. Tokbaeva
There were three stages of coding: (a) descriptive codes, (b) categories, and
(c) analytic codes. Each interview with company employees, including owners,
resulted in 50–100 descriptive codes depending on one’s job role and vocabulary
specifics. Descriptive codes were the most frequently used words by interviewees
when asked on their position within an organisation, work experience and relation-
ship with colleagues and line managers. Following the logic of grounded theory
method (GTM) by Glaser and Strauss (1999), Goulding (2009) and Charmaz
(2014), descriptive codes were categorised according to action verbs and adjectives.
The first category, action verbs, was identified to analyse the company owners’ and
employees’ thinking of actions necessary to fulfil one’s job role and contribute to
the company performance. The second category, adjectives and descriptive phrases,
was identified to capture the qualities and skills company employees’ attribute to a
company leader for him/her to be able to fulfil the job. Top 20 words in each
category were selected based on frequency of their usage in interviews. Results for
each category from Kyrgyz and Russian case were compared (Table 4).
Table 4 Category “Qualities and skills of a media business leader”

Results for Kyrgyzstan Results for Russia
Frequency Frequency
Quality (%) Quality (%)
1 Business Savvy 0.24 Business Savvy 0.43
2 Experienced 0.17 Experienced 0.16
3 Kyrgyz-speaking 0.13 Decision-maker 0.14
4 Leader 0.09 Leader 0.14
5 Successful 0.09 Strategic thinker 0.12
6 Knowledgeable 0.08 Knowledgeable 0.09
7 Creative 0.08 Allows employees to make 0.09
mistakes
8 Considerate 0.06 Demanding 0.08
9 Ambitious 0.04 Quick 0.08
10 Quick 0.04 Highly intellectual 0.07
11 Believes in Success of one’s 0.04 A manager 0.05
Business
12 Influential 0.04 Supportive 0.05
13 Places confidence in 0.04 Successful 0.05
employees
14 One-of-a-kind 0.04 Self-consistent 0.04
15 A Manager 0.04 Powerful 0.04
16 Friendly 0.03 Controlling 0.04
17 Prominent 0.02 Achiever 0.03
18 Dynamic 0.02 Persuasive 0.03
19 A cultured person 0.02 Strong 0.03
20 Encouraging 0.02 A remarkable individual 0.03
Source: Interview analysis
The research found out that “business savvy” and “experienced” are the top two
qualities both for a Russian and for a Kyrgyz media business leaders. The higher
frequency rate for ‘business savvy’ in Russia speaks for tougher business realities
for media businesses in Russia that depend on government authorities, regulations
and the state of Russian economy (Vartanova et al. 2011). For Kyrgyzstan, the
language came up as third most necessary quality. While it is also obvious for
Russia that knowledge of Russian is necessary to lead a local media business,
Russian respondents considered language skills as self-evident. For Kyrgyzstan, the
situation is different because this country got independence from major-Russian
speaking Soviet Union, and creating a media product in the country’s own state
language—Kyrgyz—is not only seen as a matter of national pride, it is also a strong
business opportunity. The case of Computer Press demonstrates that. To move on,
‘a leader’ made it to top 5 both in Russia and Kyrgyzstan, which demonstrates that
subordinates acknowledge dominating role of the leadership and are fine with being
led. There is a trend that in both countries subordinates identified leaders with
qualities of uniqueness: “one-of-a-kind” for Kyrgyzstan (frequency 0.04) and “a
remarkable individual” for Russia (frequency 0.03). It means that subordinates are
not quite sure they could make similar business. This is a sign of charismatic
authority (Weber 1947), when a leader is perceived as possessing supernatural,
almost divine qualities. Yet, lower position within the top 20 of the uniqueness code
for Russia and Kyrgyzstan means that charismatic leadership is fading and slowly
giving way for more pragmatic leadership styles. This is evident through relatively
high position of such ‘non-emotional’ qualities as ‘quick’ and ‘knowledgeable’ in
both countries.
There were other qualities mentioned during interviews, yet they didn’t make it
to the top 20 due to infrequency. For instance, such quality as being a good
‘manager’ also made it to top 20 in both countries. The fact that ‘manager’ quality
is way to the bottom compared to a ‘leader’ quality suggests that so far, the
understanding of good media management is only developing in both Russia and
Kyrgyzstan (Table 5).
Codes for Kyrgyzstan demonstrate more inclination towards being a team-
player, while Codes for Russia demonstrate more focus on suiting the market.
Being a team player scored 0.16 in Kyrgyzstan and 0.09 in Russia.
The Kyrgyz workers’ inclination towards being a team-player is supported
through such action codes as “to work hard” (0.97—highest), scramble (0.08), create
an atmosphere at work (0.06), cooperate (0.06). Based on this research results, it is
believed in the Kyrgyz working culture that “meeting the requirements” of a job,
working hard and being a good team player are the reasons for success of the media
company that they work for. Meeting the requirements may be interpreted as being
conformist, however, it may also mean being attentive to job responsibilities, which
is a strategy for workers not to lose their job. Given the current economic condition
of Kyrgyzstan, the latter—fear of losing a job—may well transform into the for-
mer—conformity. From another point of view, it might be the reflection of hierarchy
in the workplace when one should be part of a team to show respect for line managers
and other colleagues. For instance, research on management in private Chinese
162 D. Tokbaeva
Table 5 Category “Employee actions contributing to a post-Soviet media business’ performance”

Results for Kyrgyzstan Results for Russia
Frequency Frequency
Actions (%) Actions (%)
1 To work a lot 0.97 To sell 0.37
2 To be competent 0.24 To know the market 0.30
3 To plan 0.21 To understand the company’s 0.21
interests
4 To be a team player 0.16 To understand business/polit- 0.20
ical environment
5 To take responsibility 0.15 To manage oneself 0.14
6 To know the (Kyrgyz) 0.15 To develop one’s capabilities 0.14
language and learn
7 To be experienced 0.12 To plan 0.11
8 To develop one’s capabilities 0.11 To know the company’s busi- 0.10
and learn ness-model
9 To know the market 0.10 To be a team-player 0.09
10 To be the first-mover 0.09 To be competent 0.07
11 To be decisive in creating 0.08 To adapt to rapid changes 0.05
new opportunities
12 To be educated 0.08 To be active 0.05
13 To scramble 0.08 To create an atmosphere at 0.04
work
14 To create an atmosphere at 0.06 To communicate 0.04
work
15 To have an eye for detail 0.06 To be frank 0.03
16 To cooperate 0.06 To be an example for others 0.03
17 To meet requirements 0.06 To cooperate 0.03
18 To have an opinion 0.05 To be educated 0.03
19 To train/mentor others 0.05 To win the market 0.02
20 To sell 0.05 To train/mentor others 0.02
Source: Interview Analysis
enterprises by Schlevogt (2002, p. 40) and Warner (2003, p. 215) viewed team-
building through the prism of hierarchy and subordination.
In case of Russia, results demonstrate that there was a lot of effort within a
company to make staffers pay attention to the market factors and conditions. Such
action codes as “to know the market” (0.30), “to know the company’s business
model” (0.21), “to adapt to rapid changes” (0.05) and “to win the market” (0.02)
reveal that Russian media workers tend to keep market factors on their mind at
work. Also, the most highly scored code “to sell” (0.37) means that staffers are
result-oriented and they were also most likely made to understand by their line-
managers that the outcomes of their selling activity directly impacts the financial
health of the company. Besides, there is one more code which scored in top 5 in
Russia but didn’t score in top 20 in Kyrgyzstan—is “to understand business/
political environment” (0.20). This issue was also raised by almost all interviewees
in Abak Press, which means that it is on the agenda. There is also a bigger
inclination towards individualisation in Russia, than in Kyrgyzstan, where people
are more leaning towards group work. This is demonstrated by highly scored code
“to manage oneself” (0.14) in Russia which didn’t appear on the Kyrgyz top 20 list.
7.1 Doing Media Business: Reasons for the Success

of Abak-Press and Computer Press
Final analytic codes were developed on the basis of interviews with company owners
and employees and were validated through textual analysis of interviews with media
experts, academia, representatives of competing companies, former company
employees and several failed entrepreneurs in both Russia and Kyrgyzstan.
The four final codes are:
1. A Charismatic Start;
2. Knowing One’s Market;
3. From Leading Followers to Team-Building;
4. Distancing Oneself from Politics Straight from the Start as a Long-Term Survival
Strategy.
Based on research on Abak Press and Computer Press, these four patterns are the
necessary conditions for private media business financial success in Russia and
Kyrgyzstan. The research argues that chaotic media markets tend to gravitate
towards more order. But while in some markets this order is reflected in more
competition, in others the order means more concentration. So far, the second is
the case of post-Soviet countries of Russia (Vartanova 2012) and the states of
Central Asia such as Kyrgyzstan. What Koltsova (2006) identified as “profitable
non-political media” companies are companies that are privately-owned financially
viable media holdings covering infotainment or business spheres. A Russian exam-
ple is Abak-Press, regional media holding headquartered in Ekaterinburg and
founded in 1992. A Kyrgyz example is Computer Press, nationwide media holding
headquartered in Bishkek and founded in 2001.
The next stage of transformation of media leadership is arguably the transition
from ‘charismatic’ leadership to a ‘legal-rational’ one. The charismatic leadership is
more suitable for critical situations, when an organisation struggles to survive or is
undergoing major internal changes. The legal-rational leadership is more suitable
for stable periods in a company’s history. Kotter and Rathgeber’s “8-step process of
successful change” (Kotter and Rathgeber 2006, pp. 130–131) implies that any
transformation starts with creating a sense of urgency. Then a guiding team is pulled
together by a leader. This team decides what to do and starts to make change happen.
The team in charge of transformation communicates the necessity of change to the
rest of the staff and persuades the majority that the change is necessary. It is
important to produce short-term wins to create some visible successes as soon as
164 D. Tokbaeva
possible so that the followers don’t let up. Then the change should stick to the
company as if it was a natural thing. The final step is the creation of the new culture
within the organisation. Kotter and Rathgeber (2006) analysed implementing
change on the example of established firms. In “Leading change” Kotter put forward
an eight-step pattern associated with highly successful change efforts, based on
extensive research of organisations. Drawing insights from researching 20 business
organisations and various branches of the U.S. government, in “Heart of Change”
Kotter stated that people are less likely to change themselves and others based on
data and analysis than on compelling experiences.
Interviews with leaders of media businesses in Russia and Kyrgyzstan suggest
that the new culture was created straight from the beginning, while change vision
and strategy was developed and implemented only when organisations matured and
reached financial self-reliance. Both Sultanov and Kharitonov have background in
IT. The transformations Computer Press and Abak-Press are undergoing are related
to digitisation and gradual move of business from print to online. Both Sultanov and
Kharitonov believe that their business’s future is in the internet. According to
previous research on innovation in the media industry, technology-driven innova-
tions are more effective than market-driven ones. “Technology-driven innovations
appear to have a much better chance of effective diffusion in news organisations than
market-driven projects aiming explicitly at structural changes or human resource
alterations. Although computerization and digitalization of media environments
may be regarded as quite complex, such developments appear to facilitate reorga-
nization of tasks that are only marginally dependent on the technological innovation
promoted.” (Lund 2008, p. 206) Computer Press has a simpler business model than
Abak Press. Computer Press has a highly successful newspaper, a highly successful
website and own advertising agency which serves both the paper and the website.
The media holding will find it easier to gradually adapt to the decrease of circulation
of the paper and improve and widen functions of the website. The unique viewership
figures of the website have only been growing. Besides, Computer Press already
employs senior managers, tech staff and content producers that specialise in the
website only. They can drive further change. And one more factor is that Computer
Press’ average staff age is quite young, less than 30 years. It means that it will be
easier for some newspaper staffers to adapt to working for the website in case inter-
company switches are necessary. Therefore, Computer Press may transfer to the
Weberian ‘legal-rational’ authority as soon as it makes necessary arrangements.
This media holding remains in control over when to make this transformation since
the decrease in newspaper circulation rate is not significant and is not pressing the
company as much. The case of Abak Press is more complex because the company’s
main business is within B2C and B2B operations. Its core employees, the ad
managers, are used to working with clients over the phone or face-to-face. They
also got used to much bigger budgets than the internet can offer. The psychological
transformation towards the internet may be very difficult for Abak-Press. Even if the
company manages to gradually close its print assets and make a move towards
internet with its online project which is currently being developed by the team of IT
specialists under the guidance of Kharitonov, it is still questionable how Abak Press
is going to be financially stable if it relies on internet sales only. That means that
Abak Press will have to deal with change management longer than expected. It
might also delay their transition towards Weberian ‘legal-rational’ authority.
Change management in case of technology-driven innovations requires not only
management tools but also charisma (Lund 2008). “[. . .] management tools and
charisma [are] needed to motivate change, not only with respect to subordinates but
also for bottom-up efforts influencing executive boards and top management” (Ibid,
p. 207). While Abak-Press’ Kharitonov doesn’t deal with executive boards since he
is the owner and Director General himself, but this quote relates well not only to
himself but also to Abak-Press’ middle managers that are an inevitable and vital part
of the guiding coalition to implement change (Kotter 2006).
Transition to a legal-rational authority is only complete once the company
continues to function in a self-reliant way after the main power resource is passed
from its current leader to the new one (Kotter 2012). The new leader, if he or she
ever arrives, will be the typical general manager. It’s going to be a legal-rational
manager. Qualities and leadership patterns of this type of manager are most similar
with Kotter’s (1982) findings on the general managers.
In a foreseeable future, neither Computer Press’ owner Kylychbek Sultanov nor
Abak Press’ Alexei Kharitonov plan to retire. Being in their middle age, each of
them are physically capable of working for 15–20 more years unless other circum-
stances arise and they decide to pass the leading functions to someone else. That is
why it can only be concluded that the full legal-rational transition will be complete
once a new person takes the lead of these companies. As this paper argues, the
conditions for transition from charisma-style to a legal-rational leadership have
been created. It can only be speculated that the transition is to happen within
15 years-time if all external and internal factors remain same. In both Russia and
Kyrgyzstan media business owners are obliged to ‘co-operate’ with the political
elite. While in Kyrgyzstan, this cooperation means that a media leader may be
invited to take a political post, in Russia it means complete ‘non-interference’ with
the state so that the status quo of local, regional and nationwide authorities is
maintained. For both Russian and Kyrgyz media businesses, the ultimate reason
for the success of Computer Press and Abak Press, is that they didn’t cover socio-
political situation. Computer Press focuses on infotainment, and Abak Press serves
local businessmen and entrepreneurs.
Given the stable financial state of the business, the expertise and experience of
media owners and their consequent teams in media business, and their ability and
eagerness to learn, both Abak Press and Computer Press have a fair chance to
transition from ‘a charismatic’ authority to a ‘legal-rational’ authority. It means that
once Kharitonov and Sultanov decide to distance themselves from their business or
pass their business to someone else, the companies they’ve created will still live on
and develop. It’s particularly the case for Computer Press, which in fact is already
managed by Shatmanova, while Sultanov only formally serves as a consultant.
Abak Press also has a chance to transition within the next 5–8 years, provided the
current digital challenge is adequately addressed. However, there are several risks
that can be a serious stumble block for Russian and Kyrgyz media businesses’
166 D. Tokbaeva
transition. First, there is a risk from the state. In Kyrgyzstan, there is an uncertainty
surrounding the property of medium and big businesses. The issue of this property
is raised from time to time as an instrument of pressure of political opponents by the
state. Second, in both Russia and Kyrgyzstan, there is an uncertainty with legal
framework of the media. The issue of taxation of media companies is undergoing
many changes, and the businesses need to consider that volatile environment when
making long-term plans. Third, Abak Press’s ability to transition depends on its
financial stability, which in turn depends on its strategy. If Abak Press is not able to
scale its business further, it has a chance of remaining a robust player on the level of
Ural region of Russia. In this case, it is still possible for Kharitonov to transition to a
legal rational authority.
8 Conclusion
This paper discussed the cases of Kylychbek Sultanov of Computer Press (Kyrgyzstan)
and Alexei Kharitonov of Abak Press (Russia) that started their business from scratch,
adds to the field of media leadership, management and entrepreneurship in an emerg-
ing post-Soviet media market.
This research found that charisma, emotional intelligence and market knowledge
are essential personal qualities for a post-Soviet entrepreneur to create a financially
stable media business. The prevalent view in management studies before the 1980s
was that intelligence, analytical skills, and knowledge of management tools, con-
cepts and theories are essential for effective professional management (Kotter
1982, p. 132). Kotter’s study (Kotter 1982) revealed that general managers largely
rely on informal processes rather than formal procedures. They spend most of the
time with others, including peers, outsiders, and subordinates, discussing a wide
range of subjects (Ibid, p. 133) as opposed to sitting quietly in their rooms and
creating formal plans and structures for their subordinates to follow. As soon as
they arrive in their jobs, the general managers use informal processes such as
having unplanned conversations in which GMs ask a lot of questions and seldom
give orders, to create agendas and networks of cooperative relationships (Ibid,
p. 133). Once they become fully acquainted with the nature of the business and
get into the swing of the work within a firm (that usually happens 6–12 months after
being appointed), they concentrate on execution. Then their networks begin
implementing their agendas for them by influencing their own subordinates. In
this regard, Kotter emphasised that ambition, achievement, and power motivation
were as important for effective management of a firm as were temperamental
evenness, optimism, developed cognitive and interpersonal skills, detailed knowl-
edge of the business and organisations they are in, and many cooperative relation-
ships with other people in that business and organisation (Kotter 1982, p. 133).
In a highly volatile media environment, such as the post-Soviet media market,
the key to management success is emotional intelligence and an ability to influence
other people while maintaining their respect and trust. While features of
management in uncertain environments are generally applicable, the characteristics

of leadership of media businesses are more specific, depending on the part of the
world and the nature of the business. This thesis argues that unlike business leaders
elsewhere, the post-Soviet business leaders/owners are not only acute of the current
political leadership but also try not to get involved in any relations with the people
in power. Non-involvement with politics means that their business is more likely to
live on, and it is the same for both Russia and Kyrgyzstan.
In Russia and Kyrgyzstan inhibiting managerial practises, promoting excellent
performance and encouraging more hard work and education within a firm goes on
par with maintaining a leader’s status-quo. This status-quo suggests that the leader
is the one who knows best how to deal with crises and s/he is the one who can be
trusted and respected by the employees. Some scholars explain it as a cultural trait
(Ryvkina 1989; Chhokkar et al. 2008; Kets de Vries and Florent-Treacy (2003),
Walter and Bruch 2009). Others see the reason for it in the developing nature of the
economy in Russia and Kyrgyzstan, and the subsequent risks of not surviving for
private businesses (Pillai and Meindl 1998). There is also a limited job market,
which possibly makes an employee delegate most of the decision-making to the
boss and senior management. At least, this research has revealed that inter-
company bonds between leaders and subordinates are quite strong and healthy.
Private initiative is accepted and not punished at all managerial levels. This
research suggests that employees instinctively adopt a kind of work ethic when
they energetically deliver the tasks they’re responsible for, and at the same time
they don’t challenge the status-quo of their senior managers, especially the founder
or the managers who worked in the company for more than 10 years, to save their
jobs and avoid conflicts. Similar behavioural features can be found across other
transforming markets, such as China (Yeung and Tang 1996; Schlevogt 2002; Ngok
2007) and India (Chatterjee 2007).
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Part V
Media Law and Regulation
Lobbying Groups in Communications
and Media Policies in Brazil
Edgard Rebouças
Abstract The debate concerning the regulatory framework of media is a process

that involves a vast number of social actors. In this paper, five categories within this
framework are identified: regulatory agencies, political class, media companies,
organised civil society and intellectuals/experts. The objective is to analyse not
only the complex network of relationships, pressures, interests and influences
amongst these actors but also the roles they play and the impact each one has in
Brazil. The complicating factor that arose from this study is that lobbying in media
industries involves social and cultural elements in addition to political and eco-
nomic ones. In face of current international, political and economic environment in
Brazil, the social actors’ behaviours and strategies to the regulation of media occur
whilst advocating for their own interests and are similar, independent of national
structures.
1 Introduction
One of the most difficult aspects of working on a research subject in the social
sciences in the area of structure is the fact that conjuncture is constantly conspiring
to attract the researcher with its proximity. It seems to be a battle for power, the
mermaid’s song, made even more antagonistic when the researcher’s formations
and origins are firmly based in everyday things and fleeting moments. The endeav-
ours involving the policies and strategies of communications that occurred during
the present study could have generated an infinite number of articles, essays,
commentaries and projects.
Over the last fifteen years in Brazil, the discussions by social actors regarding
communications and media policies have been very intense (e.g., digital television and
radio, public broadcasting, advisory guidance to safeguard children, alcoholic bever-
age and obesity product advertising, broadcast license renewal and internet law).
E. Rebouças (*)
Federal University of Espirito Santo, Vitória, Brazil
e-mail: edgard.reboucas@ufes.br

176 E. Rebouças
Pressure groups act similarly when they are defending their interests. The institutions
(or lack of them) of policy in communications and media are characterised by
peculiarities that result from the existing relations between governments and other
spheres of power such as entrepreneurs, congressmen, political parties, religious
organisations, associations, intellectuals, unions and media groups.
This study shows that the huge conflicts of interest were associated with the
establishment of policy in communications and media, including the interests of
those involved in the Legislature, the Executive branch and the business sector, in
addition to all the necessities and fears inherent in an organised civil society. Intellec-
tuals/experts were also considered to be a powerful pressure group in this field.
The key idea put forward by this article is that, concerning the regulation of
communications and media, the behaviour of the social actors involved—media
owners, politicians, organised civil society and experts/intellectuals—is disparate,
despite governmental claims of a media policy that is in tune with the public
interest. This key idea is firmly based on previous observations that there is a
dominant political and economic elite class in Brazil that appropriates state con-
cessions for personal gain to sustain their hegemonic position.
It was therefore established that this analyse would concentrate on trying to
understand the intricate process whereby the body that elaborates and regulates
policies in communications and media is lobbied. To obtain a more complete view
of the problem, it was used the diagram below (Fig. 1) showing the social actors
involved and the vectors that link them to themselves and to the regulatory body.
Fig. 1 Pressure vectors of social actors in communications and media policy

Lobbying Groups in Communications and Media Policies in Brazil 177
There is only one knot in the system: the regulatory body, which is the point
where the interests and pressures of the social actors converge, albeit in the interior
of each representation there is also a certain interconnection. We can directly place
the broadcast and pay television firms into the Economic class category, and we can
indirectly place producers, advertising firms and advertisers into the same class. We
can place the powers linked to the State: the Presidency, the ministries, the
Congress, the Judiciary, the political parties and the bureaucracy into the Political
class category. The groups linked to media, including non-governmental organisa-
tions and social groups formed with specific objectives, can be placed into the
Organised civil society category as citizens and/or consumers. The Intellectuals/
experts group represents experts working in the market and scholars fulfilling their
organic roles. Finally, the National Telecommunications Agency (Anatel) consti-
tutes the Regulatory Body category (Rebouças 2003).
1.1 Regulatory Environment
The regulatory environment is understood to be the space where procedures, rules

and institutional mechanisms establish a favourable relationship with the media, the
political sphere, the market and the public (Hamelink 1999, p. 13). This provides an
appropriate setting for the power struggles between the actors involved as each
actor exerts pressure in an attempt to defend often-conflicting interests.
Jüngen Habermas (1996), in his book Between Facts and Norms, reminds that a
political system is constantly faced with difficulties that may affect not only its
efficiency but also the legitimacy of its decisions. Governments typically fail to
establish policies because either they do not have influence over the problems or the
proposals transcend legal possibilities. A political system must also pay attention to
the legitimacy of its interference.
Many countries treat regulation as a constitutional issue. This occurs in commu-
nications and media because of their importance as well as their political, social,
cultural and economic implications, and results in heated debate amongst the
organism of power and those who feel directly affected by the regulations, i.e.,
firms. The main argument on the part of legislators is framed in terms of the public
interest, while the entrepreneurs claim it is a question not only of free commercial
activity but also of freedom of expression (or the neologism “freedom of commercial
expression”).
2 The Regulation Framework in Brazil
The definition of a regulatory environment involves many political, economic,

social and cultural elements and is also associated with specific moments in
historical evolution. The national tradition in Brazil is firmly based in a patriarchal
178 E. Rebouças
regime with a State that is considered to be a central element during decision

making. However, the interests of economic groups have come more and more
into play without losing the principle role of sovereigns over the media sector. The
crucial reason for this phenomenon is that in Brazil, measured authoritarian regimes
turned electronic communications into an instrument of integration and national
security.
The National Agency of Telecommunication (Anatel) originated on July 16th of
1997 as a consequence of the General Law of Telecommunications and was created
by Fernando Henrique Cardoso’s government (1995–2002) as the regulatory body
to address changes in the Brazilian market after the privatisation of companies in
the old state monopoly.
The Governing Board of Anatel consists of five members chosen by the President
of the Republic after Senate approval. The mandated term of each member is 5 years
long with no second term allowed. The members of the Governing Board can only be
dismissed from office after a disciplinary administrative process. Six superinten-
dents are responsible for handling communications and media policies.
The Brazilian regulatory measures have always been strongly influenced by the
United States’ model of telecommunications and broadcasting. Thus, the model of
the Federal Communication Commission, with a delay of 63 years, largely influ-
ences the Brazilian regulatory agency. In the 1930s, North America suffered the
effects of the Great Depression, and when Franklin Roosevelt’s New Deal served to
increase governmental intervention in the market in the United States, many
“independent” agencies were created to act as arbitrators in market affairs. The
situation in Brazil has been very different.
2.1 The Pressure and Interest Groups Within the Systems
One survey showing how pressure and interest groups work found that the biggest
problem is the constant link made between these groups and one of the tools they
use to achieve their goal. Lobbying activity in itself is morally neutral, although it
has a pejorative connotation. Ideological questions do not arise from the means but
the intentions of those that employ lobbying. It is impossible to understand how
lobbying happens, without first having a clear view of who is involved and in what
context the lobbying takes place.
Interest groups are frequently confused with pressure groups, and the line that
separates them is not very clear. What defines the use of each term is the way a
group operates. An interest group is more passive and does not necessarily use
pressure. However, pressure groups are always motivated by self-interest, even if
momentarily.
The Political Class and Communications The Brazilian jurist Raymundo Faoro
(1991), in his book Os donos do poder (The Power Owners), made one of the best
analyses of the evolution of the tradition of oligarchy in Brazil. His observation of
history leads the reader to an understanding of how the power of the national elite
came about in the economic and political fields in Brazil.
The internal actors of the political class in Brazil are the members of the
Presidency, some Ministries (Science, Technology and Communications; Justice;
Health; Education; Culture), the National Congress and the Judiciary. The relation-
ship between the Brazilian Executive and the media sector has always been a very
close one, not only because the power to grant licenses for radio and TV broad-
casting companies was exclusively in the hands of the President until the 1988
Constitution but also because firm owners nurtured a relation of friendship and
complicity with the holder of the most important post of the country—most notably
during dictatorial regimes. Also involved in applying and receiving lobbying
pressure is the Department of State, the responsible for dealing with the lobbying
of ministries and federal autarchies in conjunction with the National Congress and
regulatory bodies.
The Government has used the Ministry of Communications (nowadays “Science,
Technology, Innovation and Communications”) as a powerful instrument for control
since its creation in 1967. Initially, it was used by the military dictatorship as an
organism that would guarantee national sovereignty by connecting the whole coun-
try under the doctrine of “national security”. The broadcast firms—notably televi-
sion stations—took advantage of communications progress and set up networks with
this “national security” philosophy in mind. In the 1970s, the broadcasting compa-
nies were given subsidies and incentives and, in exchange, the Ministry acted as a
go-between so that the dictatorial government always looked virtuous through the
eyes of the media. In the 1980s, under the so-called return to democracy, the
Ministry of Communications was used as a stage for patronage and the buying of
votes in exchange for licenses to radio and TV broadcasting stations by ministry
Antônio Carlos Magalh~aes and president Jose Sarney (1985–1989)—both the lead-
ing media owners in their Northeast Region states (Bahia and Maranh~ao) at that
time. Over the past nearly three decades, the Ministry of Communications has been
dismembered and reorganised by the governments of Fernando Collor de Mello
(1990–1992)—another northeastern regional media owner (Alagoas)—and Itamar
Franco (1992–1994). However, it was during the social democrat government of
Fernando Henrique Cardoso (1995–2002) that a plan to drain the Ministry of
Communications was put into action. The ministry Sergio Motta continued to
make political use of the position regarding the distribution of licenses and in
1995, he began to implement the privatisation of the state monopolised Telebras
System, which became a reality in 1997 with the publication of the General Law of
Communications. The National Agency of Telecommunication (Anatel) was cre-
ated and within 2 years, the National Agency of Communications would be
established, transforming the Ministry into a purely political organ, but the Anacom
was not created due to the death of Sergio Motta a few months beforehand. The
matter was never addressed again in the administration because no other ministry
could (or wanted to) confront the media interest groups.
During the governments of Luis Inacio Lula da Silva (2003–2010) and Dilma
Rousseff (2011–2016), the Ministry of Communications remained in the same
180 E. Rebouças
structure, and never made the promised reforms proposed by the social programs of
the Workers’ Party (PT). More recently, in 2016, with the overthrow of power, the
Michel Temer (2016–. . .) government merged the old ministries of Science and
Technology with Communications, transforming them into a single Ministry of
Science, Technology, Innovation and Communications, where the last one has of
very small importance.
The Congress The highest incidence of interest group actions occurs in the
corridors of the legislature. The greatest proportion of a representative’s time is
spent receiving people, hearing requests, discussing proposals, representing peo-
ple’s interests and weighing patronage while at the same time contriving political
advantage.
Pressure and interest groups in the media sector leap into action whenever
projects are discussed in the commissions set up by the House of Representatives
or the Senate. Business groups forge bonds with representatives and present their
proposals through them. Pressure and interest groups that exist within the Congress
itself should also be given serious consideration. At present, fourteen blocs can be
identified, independent of political affiliations. The so-called “Broadcasting Bloc”
clearly serves the interests of the representatives and senators whose names are
linked to the sector, most of whom own radio or/and TV station licenses and
newspapers firms.
The distribution of licenses as a form of political currency reached its peak
between 1985 and 1988, when Jose Sarney’s government was responsible for
conferring 1028 radio and television stations benefitting 91 representatives. Sarney’s
measure created an anomaly in the broadcasting market because most of the
representatives and senators had no experience in the sector. They became
politician-broadcasters overnight instead of broadcaster-politicians, which would
have been the more natural progression resulting from radio broadcasters, TV
journalists or media entrepreneurs taking the plunge into political careers.
The Strategies of Media Firms The management strategies at the end of the
1980s were all related to each other, and showed that what each firm really wanted
was to follow its own path. Enormous conglomerates were formed as a result of the
fusion of companies that became insecure about their future when faced with the
prospect of massive technological changes. The situation in Brazil was no different.
There was a lack of rigid control over media conglomerates. The radio and
television companies knew how to take advantage of developmental and national-
istic policies to expand their businesses as much as possible. As a result of this, the
current communications and media systems are highly developed, boasting high
technical standards, activity on the international market, and generally high levels
of content.
One outstanding characteristic of the media groups in Brazil is that the majority
of them are family firms that developed from small companies into large conglom-
erates, for example, Globo Group, Abril Group, Band Group, SBT and Record
Network, to mention just the national largest ones.
The pressure groups representing the entrepreneurs of media sector in Brazil are
the Brazilian Association of Radio and Television Stations (Abert)—founded in 1962
to unite the interests of broadcasters all over the country during discussions on the
Brazilian Code of Telecommunication—initially dominated by Diarios Associados
Group, but currently linked directly to the Globo Group, the Brazilian Association of
Broadcasting and Telecommunications (Abratel) and the Brazilian Association of
Broadcasters (Abra)—two splinter groups of Abert, in conjunction with the TV
networks SBT, Record and Band—and the Brazilian Pay TV Association
(ABTA)—headed in rotation by Abril and Globo, which still encounter problems
making parliamentarians understand the difference between broadcasting and pay
television. As the companies in this sector are interested in both Broadcasting and pay
television, they end up having four institutional representations for lobbying.
The Participation of Civil Society The crisis in the Welfare State has caused
people to develop themselves first in the context of the family and then slowly
integrate other social activities, enabling individuals to better suit their roles as a
citizens.
In Brazil, the organisation of social movements happened as a result of greater
autonomy at the beginning of the 1980s, when the military dictatorship was
drawing to an end. People who had previously observed social problems from
their doorstep began to become actively involved in education, health and popular
communication. The unions, professional associations such as the Brazilian Bar
Association (OAB) and the Federal Society of Engineers and Architects (Confea),
the universities, as well as the Catholic Church, played important roles in encour-
aging and fomenting social movements.
Some entities have been outstanding in their function of uniting people for a
common cause, the best Brazilian example on communications field being the
National Forum for the Democratisation of Communication (FNDC). Founded in
April of 1991, the FNDC is the main pressure group concerned with the policies of
communications and media in Brazilian society. It was no longer enough to hurl out
theses, wave flags and shout words of command, society needed to show that it
could generate democratic political policies that were at the same time achievable.
However, the FNDC suffers from a never ending crisis; is it an entity linked to the
democratisation of communications and media in conjunction with fundamental
movements or is it an entity concerned with the discussion of the great thesis of
public policies?
Another significant movement was formed by the group Ethics on TV, with the
national campaign “Whoever finances the trash television is against the civil
rights”, founded in 2002 with the objective of influencing the quality of TV
shows like telenovelas, news, games, musicals and advertising. Ethics on TV is
made up of educators, lawyers, psychologists and social movements and encom-
passes feminists, homosexuals, Afro-descendants and other minorities together
with the Commission of Human Rights of the House of Representatives.
Another one of the more active groups in Brazil is the Intervozes, an NGO formed
by young volunteer journalists and advertisers with the objective of increasing
182 E. Rebouças
awareness to protect the democratisation of communications and media. They

attempted to form a critical awareness within other organisations in society. In this
way, they hoped to strengthen the relations between greater numbers of entities and
increase their participation in debates on communications and media policies.
More recently, a group that occupies an important place in discussions on
communications and media policies is the Alana Institute, an NGO focusing on
advocacy against child consumerism, with a specific emphasis on banning all
advertising directed at children. The Alana is formed by professionalised lawyers,
educators, psychologists, communications experts and activists. They work with
consumer groups and parent associations, and have partnerships with universities to
publish research on child consumerism.
The Role of Intellectuals and Experts In his chapter Os Intelectuais e a
Organizaç~ ao da Cultura (Intellectuals and the Organization of Culture), Gramsci
(2000, p. 15) begins with this question: “are the intellectuals an autonomous and
independent group, or does each group have its own specialised category of
intellectuals?” This study classifies those who work with the policies of communi-
cations and media in an atmosphere of ideas and practical experience as intellec-
tuals, while excluding the traditional and popular types of intellectuals listed by
Gramsci distributed among artists, authors and journalists. The intellectual here is
that “enduring persuader”, the ideological intellectual of Bobbio (1997). He was
born at a specific moment in history, in Paris between the 13th and 14th of January
1898, with the publication of the article J’accuse, by Emile Zola, and the Manifeste
des Intellectuales, authored this time not only by Zola but also by Marcel Proust,
Jean Jaures, Anatole France and others. All of them came out in defence of Captain
Dreyfus, unjustly accused of treason in a case that became known as affaire
Dreyfus.
From that moment on, intellectuals became a force as true social actors with
individual functions. Some people even classify them as a social stratum, a category
or social class, the so-called intelligentsia. When analysing the role played by
intellectuals as a pressure group in terms of communications and media policies,
it is of no interest to treat them merely as those who retain the analysis of immediate
questions. What is needed is a deeper view that enables further reflections based on
conceptualisations, redemptions, theoretical confrontations and comparative pano-
ramas. Experimental, superficial or merely conjectural opinions are no longer
enough; the intellectual now owes a debt to society.
The ideal intellectual who works in public policy is a type of mediator who
promotes dialogue, opening an opportunity for debate between interlocutors who
typically ignore one another. This type of intellectual has the difficult job of
eliminating, or at least diminishing, the huge gap that exists between the analyst
and the politician. Ideological intellectuals differ from experts in many ways. The
most obvious difference is that the academic works with profound principles that
will guide future analyses, whereas the expert develops means-knowledge studies.
Thus, when they draw up a written report worth US$10,000 in one weekend, they
are preparing mediating data for the decisions of companies and politicians.
Technical knowledge has become increasingly important in recent years. Some

companies are now only beginning to realise that there is a great source of
information available at a low cost in universities.
In light of the historical contempt shown by the economic and political classes
towards intellectuals, when an opportunity appears to show off their knowledge,
irrespective of the use it is to be put to, researchers become excited. The risk, alerts
Armand Mattelart (2002), is that a profound crisis exists among the academics.
In her article with the very provocative title: Is Policy Research an Irrelevant
Exercise? Robin Mansell (1985) stresses that most research focuses on the conse-
quences of communications and media policies with respect to the public interest.
As a result, business interests end up being ignored by a large number of
researchers, but are taken into consideration by decision makers. While the critical
research generated in the academic field are tied down to an analysis of power
relations and their effects, government and company resistance to academics
increases day by day, and the academics’ results rarely reach those who are actually
responsible for making policy decisions. Mansell (1985, p. 162) goes even further,
suggesting that the credibility of such research is already questioned within the
academic community itself.
The academic intellectuals in Brazil have very wide social visibility, but almost
no visibility in the business arena. Although media firms welcome experts, no one
sees them. In Brazil, university scholars still have status, and many of them make
use of this fact to boost their curriculum when offering a consultancy. Being a
professor at Getulio Vargas Foundation (FGV), University of Sao Paulo (USP) or
Superior School of Propaganda and Marketing (ESPM) still has symbolic value for
specialists, even though in their own departments, they are often minor researchers
with few publications, little academic involvement and a lack of commitment.
However, scholars who works as consultants for various firms are viewed by their
students as someone in contact with the market, “the real world”, while professors
spend their time writing “incomprehensible articles” about theory and “boring
things”.
The intellectuals involved in communications field have three well-founded
research associations: the Brazilian Association for Interdisciplinary Studies in
Communications (Intercom), the Association of Masters and PhDs Programs
(Compos) and the Brazilian section of Latin Political Economy of Information,
Communication and Culture Union (Ulepicc-Brazil). All for them have specific
applications and research groups on communications and media policies.
3 Conclusion
In face of the present in political, economic, cultural and social framework, the
behaviour of the social actors represented here is fascinating to observe as they
defend their interests in communications and media policy. In Brazil, equal access
is not granted in strategic and political decision making within the sector of media
(Rebouças 2003).
184 E. Rebouças
For more than a century, the idea of capital has been feeding a series of
intentions and interests with the notion of maximum profit with minimum cost.
Included within this notion are all the trial and error strategies that have been tested
since the crisis in the 1970s. A type of superiority of these capital actors has
emerged in relation to the rest of the actors involved. The result is a constant
defence of the doctrine of laissez faire.
What has become clear is that neither the entrepreneurs, politicians, organised
civil society, intellectuals, policy makers nor even the regulatory bodies know what
to do. The conjuncture continues to regulate the phenomena linked to the sector of
media and no time is left for the strengthening of structures.
An analysis of the regulatory bodies involved shows that more time is needed for
the regulatory bodies to reach maturity and effectively fulfil their roles as defenders
of the public interest. An analysis of the role of the political class leads to the
conclusion that it is mindful of the sector, involving the spheres of power in national
projects, most explicitly in the 1950s, 1960s and 1970s, and in a less clear-cut way
since the early 1990s, when management strategies became more important on the
political scene (Rebouças 2010).
The role of the firms, it has been said that they were playing a game but coming
out with nothing, and then became much more like a game where all of the players
came to agreement, enabling everyone to win. In fact, by using this type of
redefining moment strategy, it was the other players who lost. Thanks to their
easy access to government decisions, media entrepreneurs also have an advantage
with respect to redefining policies to benefit their interests.
Various facts point towards the function of intellectuals as an autonomous group.
In Brazil, entrepreneurs in the media sector give almost no consideration to
intellectuals’ opinions. The experts, however, are always heard because they are
paid to write reports. As holders of specific knowledge that is invaluable for
business strategies, a number of academic researchers spend increasing amounts
of their time as expert consultants.
Organised civil society has found a new impetus in recent years. One of the
problems social movements constantly face is their own organic growth. Society’s
conquest of a political voice is directly linked to how the political voice represents
itself. In relation to communications and media, people should understand that they
must leave behind their roles as mere viewers and take the stage as actors. It must be
emphasised that society should not expect a smaller state but a better state.
Recently, certain issues have gained prominence in discussions about communi-
cations and media policies; these issues were restricted to groups in the communica-
tions sector until the early 2000s. Even if one interprets historical banners as the
democratisation of communication, the fact that the Workers’ Party (PT) has been in
power from 2003 to 2016 has at least tentatively caused issues such as digital
television and radio, rating classifications, advertising for children, of products that
cause obesity and of alcoholic beverages, political campaign funds, the regulation of
journalism as a profession, the licensing of TV and radio stations and the quality of
media content to enter into various sectors of society such as schools, churches, social
movements and, even the mainstream media. This movement into the various sectors
forced the government to call the First National Conference of Communication

(Confecom) in late 2009. This was the first opportunity to improve the involvement
of civil society in discussions on which types of media it wants, and which policies
are needed to meet their demands.
After 6 months of discussion in the 27 states and the Federal District, 1684
delegates representing the business sector, civil society and government met in
Brası́lia for 4 days of dispute and debate on approximately 6084 proposals received
nationwide. The objective of the first Confecom was to define the proposals to be
presented as public policy to the Government and the National Congress. However,
since Confecom, almost none of its 633 final recommendations have been taken
into account by the Executive or Legislature.
There is a constant expectation that the Government will place the topic under
discussion again. However, there is a fear that the administration will once again
adopt the historical policy of “no policy” in the case of communications, due to the
involvement of many interest groups and strong pressure from the media firms.
There is no doubt that lobbying is a necessary part of the political game in any
democracy because it is through lobbying that social groups can manifest their
interests. What is problematic is the lack of regulations preventing everyone from
clearly expressing and defending their positions. The widely held pejorative image
of lobbying is fed by the fact that lobbying takes place in the back rooms of power.
The great certainty that remains at the end of this analyse is that this is an
unfinished, possibly imperfect work because the regulations and the social, eco-
nomic, political and cultural phenomena related to communications are constantly
evolving under pressure.
References
Bobbio, N. (1997). Os intelectuais e o poder: dúvidas e opções dos homens de cultura na

sociedade contempor^ anea. S~ao Paulo: Unesp.
Faoro, R. (1991). Os donos do poder: formaç~ ao do patronato polı´tico brasileiro (9th ed.). S~ao
Paulo: Globo.
Gramsci, A. (2000). Cadernos do cárcere: os intelectuais, o princı´pio educativo, jornalismo (Vol. 2).
Rio de Janeiro: Civilizaç~ao Brasileira.
Habermas, J. (1996). Between facts and norms: Contributions to a discourse theory of law and
democracy. Cambridge: Polity Press.
Hamelink, C. J. (1999). Preserving media: Regulatory frameworks. Paris: UNESCO.
Mansell, R. E. (1985). Is policy research an irrelevant exercise? The case of Canadian DBS
planning. Journal of Communication, 35(2), 154–166.
Mattelart, A. (2002, April 27). Le rôle des intellectuels dans le de´bat sur les politiques de
communications. Personal Interview.
Rebouças, E. (2003). Grupos de press~ ao e de interesse nas polı´ticas e estrate´gias de
comunicações: um estudo de caso dos atores sociais no Brasil e no Canadá. Doctoral
dissertation, UMESP, S~ao Bernardo do Campo.
Rebouças, E. (2010). A participaç~ao da sociedade civil nos debates da comunicaç~ao 20 anos pós-
Constituiç~ao. In: F. S. Caballero et al. (Org.), Polı´ticas de comunicaç~ ao e da cultura:
contribuições acadêmicas e intervenções sociais (pp. 165–185). Brası́lia/S~ao Paulo: Casa das
Musas/Intercom.
186 E. Rebouças
Edgard Rebouças is an associate professor of social communi-

cation at the Federal University of Espirito Santo and coordinator
of the Media Observatory: human rights, policy, systems and
transparency. He received his doctorate at the Methodist Univer-
sity of Sao Paulo with a fellowship to research at the Université
du Québec a Montréal with a thesis about lobbying on commu-
nications policies in Brazil and Canada and his master’s degree at
the Université Stendhal-Grenoble 3 with research about social
representativity in the regulation of television in Brazil, France
and United States. His research interests include communication
policy and media and cultural industries.
Restrictions and Legal Challenges
for Foreign Investment in the Media
Market in Iran
Fariborz Safari
Abstract As economic sanctions against Iran started lifting up or easing, several

major international investors moved to Iran, and others may follow. After lifting up
the economic sanctions, Swedish and Russian businessmen team up to invest in
Iranian digital markets. In recent years, some companies in Iran, like Café Bazaar,
Iran’s main Android marketplace, and Digikala, could increase their assets from $150
million to $4 billion in just about 4 years. How this would happen in Iran? What has
been changed in recent years in Iran? What would the ‘open for investment’ policy
means in the context of the Iran media market? The methodology of this paper is
based on the relevant Global Competitiveness Index (GCI)’s pillars (The 12 pillars of
competitiveness are institutions, infrastructure, macroeconomic environment, health
and primary education, higher education and training, goods market efficiency, labor
market efficiency, financial market development, technological readiness, market
size, business sophistication, and innovation. World Economic Forum, The Global
Competitiveness Report, 2016–2017, Geneva, 2016, ISBN-13: 978-1-944835-04-0.)
of competitiveness (2015–2016), taking into account recent economic developments
in Iran (up until 2017) especially as a result of the lifting up of the sanctions against
Iran, including legal reforms to facilitate foreign investment, creating businesses, a
digital platform and an organization for import and export procedures, structural
changes to improve and development of private sector, and great amendments to
taxation legislation for foreign investment.
In this paper we will illuminate some basic facts and features of the Iran’s
economy and opportunities which have been ignored by some reports. We will
discover that foreign investors in Iran enjoy the same supports and privileges that
are offered to the Iranian investors. In this connection, the Direct Taxation Law
rules that no discrimination must be applied in terms of taxation as regards foreign
and domestic investors. In this regard, similar to Iranian investors foreign investors
pay the equal amount of taxes. In the same way, tax exemptions and discounts have,
further, been established equally for both foreign and domestic investors. Also we
F. Safari (*)
Law Department, H. Masumeh University, Qom, Iran
e-mail: safari.law@gmail.com

188 F. Safari
ascertain that there are four basic freedoms including assets and many other
privileges and methods to invest in Iran especially in social media. By means of
giving some examples of recent developments we show that the situation is very
perfect, especially in terms of market size, to invest in social media in Iran.
However, it should be kept in mind that, similar to many countries, a variety of
legal arrangements govern different business activities in Iran, some of them are
specifically related to media and some of the are general, and indirectly are
concerned with this area of activity.
1 Introduction: Real Market Potential
The Islamic Republic of Iran, as a strategic country, is certainly a unique market in

the Middle East. Iran’s economy has undergone numerous upturns and downturns
since the victory of the Islamic Revolution in 1979. In the face of important events
such as the Iraqi-imposed war, international sanctions, freezing of its foreign assets,
and similar reasons, Iran has, for a long time, been to formulate a planned and long-
term economic and trade policy.1 They have been developed gradually and steadily.
After such a long time, Iran’s economy could now be regarded as self-reliance and
tenacious. Economically, although oil and gas remains the largest sector, Iran has
diversified its economy through decades of self-reliance.
Shortly after sanctions were lifted, the Joint Comprehensive Plan of Action
motivated foreign investors and absorbed their attention regarding the huge poten-
tials that are available in Iran. “With a young and urbanized population of
80 million. . ., Iran is the second-largest economy in the Middle East, with a GDP
of $393.7 billion in 2015”.2
The 10th pillar of the competitiveness is market size and one of the sub-indexes
is real market potential. Size of domestic and foreign markets measured as an
expenditure-weighted average of market access including own domestic demand.
World Economic Forum’s calculations are estimated based on the results of a
gravity equation. The calculations are based on the United Nations Commodity
Trade Statistics Database (UN COMTRADE) and CEEPI gravity dataset, 2015. In
terms of market size, Iran’s rank is 19. It is populous, rich in natural resources and
apt to technological progress and international developments. The country’s natural
resources create a significant wealth.
In terms of recent economic trend, Financial Tribune describes the after lifting-
up sanction situation, as “no “big bang” has happened here, but incremental
developments are encouraging”. These include the reestablishment of the commer-
cial relationships between Iran and British, Italian, and French companies.3
1
See www.irantradelaw.com
2
https://financialtribune.com/articles/domestic-economy/57594/iranian-economy-a-year-after-
sanctions
3
ibid.
Restrictions and Legal Challenges for Foreign Investment in the Media. . . 189
In light of the anticipated lifting of most international sanctions in 2016, foreign

investment, especially foreign direct investment (FDI), soars in Islamic Republic of
Iran. According to fDi Markets, before the lifting of sanctions, Iran was ranked 12th
out of the 14 Middle East nations for FDI, between 2003 and 2015, equating to a
market share of 1.62%. In the Post Sanction Era, economic has rebound as country
climbs regional FDI rankings. Since sanctions were lifted in 2016, Iran has mounted
to number three in the rankings, with a market share of 11.11%.4 The major
countries investing in different sectors in Iran during the period were South
Korea and Germany, which together committed to capital expenditure of $2.15
billion, and Russia in the Iranian Internet companies. The upward trend is set to
continue.
2 Capacity to Commercialize New Ideas in Social Media
Social media can be a useful source of market information and customer’s voice.
The social media are inexpensive sources of market intelligence which can be used
by marketers to track problems and market opportunities.5
The 2002 FIPPA has a vital role to play for providing the important facilities and
protections available for media-related services and activities. FIPPA establishes
substantive protections for foreign investors, including protection against expropri-
ation in Iran. A number of facilities will be provided for licensed investors, which
will be elaborated in details in the following sections.
Recently, under the existing national protections and facilities, Russian busi-
nessmen6 invested in DigiKala, the Iran’s largest e-commerce company, as well as
leading classifieds sites Divar and Sheypoor. They invested in Iran via Pomegranate
Investment, a Swedish company founded in 2014. Owning 9.6% of Pomegranate,
Sarava is the main holding of Pomegranate Investment. Sarava is one of the
investment companies in the Internet sector with a 51% stake in Digikala as well
as stakes in Divar and Sheypoor, and a shareholder of Café Bazaar, Iran’s main
Android marketplace. Pomegranate owns directly stakes in Carvanro, Iran’s first
online ride-sharing service, and in Griffon Capital, a newly formed Iran-focused
investment and advisory boutique.7
This upward trend in foreign investment, on the one hand, will create bigger
competition for Iranian startups, such as DigiKala or Café Bazaar, Iran’s main
Android marketplace, and on the other hand, gives foreign investors the
4
www.fdimarkets.com
5
Constantinides E., Lorenzo C., Gómez M.A., ‘Social Media: A New Frontier for Retailers?’,
European Retail Research 22, (2008), pp. 1–28.
6
The former Qiwi shareholder and Parus Capital President Andrey Muravyev and Parus Capital
Managing Partner Boris Sinegubko.
7
East-West Digital News, March 21, 2016, available at http://www.ewdn.com
190 F. Safari
opportunities to invest and be aware of the challenges available in this emerging

market. Iran, like every country, has its own challenges. However, in order to deal
with such challenges, as said above, several investment laws and regulations have
been established in recent years. Social media industry is covered by the 2002
FIPPA and more than sixty bilateral and multilateral investment treaties offering a
high level of protection of foreign investments to be made in Iran.
3 Institutions and Government Regulations
One of the Global Competitiveness pillars is institutions and one of the indexes and
sub-indexes is burden of Government regulation, which refers to question how
burdensome it is for companies to comply with public administration’s require-
ments (e.g., permits, regulations, reporting).
Over the last few years, especially after lifting up the economic sanctions against
Iran, the policy and laws on foreign investment in Iran have moved towards an
‘open for investment’ approach. The current legal system provides great and
continuous protection for foreign investors. This includes specific sectors of
media market. Despite this, in terms of mass media, there still exist specific
restrictions and legal challenges for foreign investment in Iran. It is worth men-
tioning that statistics show that, in general, a high degree of foreign investment
restrictiveness exists in one of the primary economic sectors, that is, mass media, in
many countries, including in Iran, some OECD and G-20 countries. It has also been
shown that restrictions in some primary sectors, such as media, may be more
extensive than others in some countries, due to their respective policies and legal
challenges.
Admission of foreign investment in Iran is made with due observance of the
prevailing investment laws and regulations adopted.8 With certain limited excep-
tions established by the 1979 Constitution of the Islamic Republic of Iran, foreign
investors are allowed to invest, under the requirements of existing laws and
regulations, in all primary sectors and subsectors, e.g., mining, agriculture and
manufacturing, as well as in providing services, such as insurance and media
services.
In addition to the Constitution, there are two types of laws and regulations
regarding foreign investment and companies. The first group deals with such issues
directly, e.g., Foreign Investment Promotion and Protection Act (FIPPA), and the
second group contains specific provisions, which indirectly concern the topic, such
as the Law on the Administration of Free-Trade Industrial Zones, Direct Taxes Act
and Labor Law.
In Iran investment laws and regulations are a core policy tool to promote and
regulate investment. Together with international investment agreements (IIAs), that
8
Chapter Two, Article 2 of the 2002 Foreign Investment Promotion and Protection Act (“FIPPA”).
is, bilateral and multilateral investment treaties and treaties with investment pro-
visions, they constitute the basic legal framework for cross-border investment in
Iran. Despite the fact that these laws and IIAs contain similar provisions, IIAs have
some specific and different provisions, especially in terms of the challenge of the
dispute settlements, which will be discussed further in this paper.
With an overarching goal of promoting economic development in line with the
globalization’s necessities and for the purposes of securing protection, as well as
increasing, foreign investments in Iran, a number of investment laws and regulations
have recently been adopted, the most important of which is “Foreign Investment
Promotion and Protection Act” (FIPPA). It was adopted by the Parliament in 2002.9
It replaced the “Law for the Attraction and Protection of Foreign Investment”
(LAPFI). By means of replacement of the law, Iran enhanced the legal framework
and operational environment for foreign investors.10
Iran has also concluded more than 60 bilateral and multilateral11 investment
treaties,12 of which more than 50 are currently in force.13 One of the features of the
treaties and similar agreements is incorporating regulations to avoid double taxa-
tion.14 This would simplify cooperation between businessmen from contracting
parties, and also increase economic exchanges with other countries. Additionally,
bilateral investment treaties offer the highest level of protection of foreign invest-
ments to be made in Iran. Countries that have an in force bilateral investment treaty
with Iran include Austria, Germany, China, France, Italy, Switzerland, South
Korea, and Spain.
9
The Act comprising of 25 Articles and 11 Notes is enacted by the Islamic Consultative Assembly
in its session of Sunday, 10 March 2002. The initial part of Articles (1) and (2), Para (c) and (d) of
Article (2), Para (b) of Article (3), and Note (2) of Article (17) have been approved by the
Expediency Council in its meeting on Saturday, May 25, 2002.
10
The Preambular part of Foreign Investment Promotion and Protection Act.
11
See for example, Agreement between the Federal Republic of Germany and the Islamic Republic
of Iran on Reciprocal Promotion and Protection of Investments, date of signature 17/08/2002, and
date of entry into force 23/06/2005; and Agreement between the Swiss Confederation and the
Islamic Republic of Iran on the Promotion and Reciprocal Protection of Investments, date of
signature 08/03/1998, and date of entry into force 01/11/2001.
12
International investment agreements (IIAs) are divided into two types: (1) bilateral and multi-
lateral investment treaties and (2) treaties with investment provisions.
13
For a list of bilateral investment treaties between Iran and other countries, see UNCTAD
website, available at http://investmentpolicyhub.unctad.org/IIA/CountryBits/98 (Last visited on
the 5th August 2016). Note that the 2016 treaties are not included in the list.
14
See for example, Double Taxation Treaty between Iran and China; see also similar treaties
between the Islamic Republic of Iran and other countries, available at rc.majlis.ir; For further
studies, see “Addressing Tax Evasion and Tax Avoidance in Developing Countries”, available at:
http://www.taxcompact.net/documents/2011-09-09_GTZ_Addressing-tax-evasion-and-avoid
ance.pdf (retrieved at 9th Sep. 2017).
192 F. Safari
Finally, several steps have been taken to develop the existing legal system in Iran
for private-owned sector including social media. Such legal measures include, in
addition to 2002 FIPPA,15 the Fifth Five Year Economic, Social & Cultural
Development Plan of the Islamic Republic of Iran,16 the Direct Taxes Act,17 and
Labor Law deal with issues such as criteria for admission of foreign investments,
guarantees and transfer of foreign capital, litigation, tax exemptions for foreign
persons, and the employment of foreigners.
4 Burden of Government Regulation
One of the Global Competitiveness pillars is institutions and one of the indexes and
sub-indexes is burden of Government regulation, which refers to question how
burdensome it is for companies to comply with public administration’s require-
ments (e.g., permits, regulations, reporting). In this respect we need to refer to the
following major problems:
1. Lack of Transparency on the Legal Investment Framework: It would seem to be a
lack of transparency in terms of legal investment framework due to the existence
of several laws and regulations, directly and indirectly related to the foreign
investment, such as the 2002 FIPPA, labor law, tax law, employment law and
commercial law. This paper makes it clear what are the basic legal requirements,
methods and restrictions to invest in the Iran media market, distinguishing
between social media and mass media.
2. Time-consuming process of obtaining permits and lengthy bureaucracy. In order
to find out what would be the easiest and quickest way to invest in media market
in Iran, we explain the procedure and the organizations involved in this
procedure.
3. FDI and Technology Transfer
One of the main concerns which has been reemphasized in the Report by
World Economic Forum is to what extent foreign direct investment (FDI) bring
new technology into your country. In this respect, many policies and laws have
accentuated that this question, as well as the question of technological readiness
and availability of latest technologies should not be ignored in any FDI. Cur-
rently Iran is ranked 104 with the score of 3.9. Which must be improved through
following years.
15
The 2002 Foreign Investment Promotion and Protection Act.
16
January 15, 2011.
17
The Law of Direct Taxations, adopted by Islamic Consultative Assembly on 1987.
5 ICT Use for Business to-Business and to-Consumer

Transactions
In Iran, the clear answer to the question as to what extent businesses use ICTs for
transactions with other businesses and to-consumer transactions for selling their
goods and services to consumers depend on the lifting up sanctions completely.
Many our problems stem from the imposed sanctions. One of the main goals of the
Government is to develop and promote the quality of communication services. Of
course, there are some difficulties as well, especially for commercial companies as
regards making commercial relations with their customers abroad, which would be
improved after lifting up the whole sanctions.
Limited Online Payment Options: Due to sanctions, especially in terms of
banking systems, lack of a system providing credit cards, the online shopping and
internet-based services have problems. There is a need to develop and promote the
related services in Iran. As a result of such problems, in some cases, collect on
delivery has become a popular transaction method between sellers and buyers
inside Iran. However, after lifting up sanctions, especially in relation to SWIFT,
there is a hope to improve the online banking system and to establish new ways of
online payments supported and secured by the Government and international
monitory systems.
6 One-Stop Shop: No Time-Consuming Process
As mentioned above, one of the main challenges for the investment in media market
is the issue of time-consuming process of obtaining permits and lengthy bureau-
cracy. In order to solve such problems, the 2002 FIPPA has taken great steps. For
the purpose of facilitating and accelerating the fulfillment of the Organization’s
legal duties in the areas of promotion, admission and protection of foreign invest-
ment in the country, a one-stop shop has been created by FIPPA and the
Implementing Regulations of FIPPA. Applications of foreign investors as regards
issues relating, for example, admission, importation and repatriation of capital must
be submitted to the Organization for Investment, Economic and Technical Assis-
tance of Iran (OIETAI).18 In this regard, at the premises of the OIETAI, the “Center
for Foreign Investment Services” has been founded where the representatives of the
relevant agencies are stationed. This Center is the focal point for all referrals by
foreign investment applicants to the relevant organizations. It has been established
for focused and efficient support for foreign investment undertakings in Iran.
18
Organization for Investment, Economic and Technical Assistance of Iran (OIETAI), Tax
Exemptions For Legal Persons In Iran, available at http://www.investiniran.ir/OIETA_content/
media/image/2012/10/2441_orig.pdf
194 F. Safari
All investment licenses must be issued after confirmation and signature by the
Minister of Economic Affairs and Finance. Before this confirmation, the investment
license must be approved by a Board working on the applications for admissions.19
Investment licensing procedure takes at most 45 days and it is a great step towards
resolving the challenge of time-consuming process of obtaining permits and
lengthy bureaucracy. In point of fact, within a maximum period of 15 days, the
investment applications must be submitted by the Organization, after a preliminary
review, to the Board, and then, within a maximum period of 30 days, the Board
reviews the applications from the date of submission, and at the end, notifies its final
decision.20
Under the provisions of FIPPA, the benefits of coverage of FIPPA are available
for foreign investors who have already invested in Iran. FIPPA’s coverage for the
principal investment already made is subject to some conditions.21
7 Legal Methods to Invest in Social Media Market in Iran
The first question for many foreign private persons is whether they could invest in
social media market or not. One of the features of FIPPA is giving a broader
definition22 to foreign investment, according to which all types of investments are
covered. This includes the investment in social media. With the intention of
stimulating and benefiting both foreign and local investments, FIPPA introduced
a number of enhancements for foreign investments in Iran. It is an important
complement to a whole host of reforms taking place in Iran’s general macroeco-
nomic framework and structural mechanisms.23
Under article 3 of the FIPPA, methods of foreign investment in social media in
Iran can be divided into two categories as follows:
19
Article 5 of FIPPA.
20
For the purpose of investigation and making decision on applications referred to in FIPPA and its
Implementing Regulations, a board under the name of the “Foreign Investment Board” shall be
established under the chairmanship of the Vice Minister of Economic Affairs and Finance who is
ex-officio the President of the Organization, comprising of Vice Minister of Foreign Affairs, Vice
President of the State Management and Planning Organization, Vice Governor of the Central Bank
of the Islamic Republic of Iran and vice ministers of relevant ministries, as the case requires.
21
Article 6 of FIPPA.
22
Article 2 and 6 of the Implementing Regulations of Foreign Investment Promotion and
Protection Act.
23
Other developments include: broader fields for involvement by foreign investors including in
major infrastructure; streamlined and fast-track investment licensing application and approval
process; creation of a one-stop shop called the “Center for Foreign Investment Services” at the
Organization for Investment, Economic and Technical Assistance of Iran (OIETAI) for focused
and efficient support for foreign investment undertakings in Iran; more flexibility and facilitated
regulatory practices for the access of foreign investors to foreign exchange for capital transfer
purposes; introduction of new legal options governing the government investor(s) relations.
First: “Foreign Direct Investment” (FDI), in areas where the activity of the private
sector is permitted. The investment can be made through the use of foreign investment
in a new Iranian company or by the purchase of an already-established company’s
shares by the foreign investor. FDI “occurs when an investor based in one country (the
home country) acquires an asset in another country (the host country) with the intent to
manage that asset. The management dimension is what distinguishes FDI from port-
folio investment in foreign stocks, bonds and other financial instruments. In most
instances, both the investor and the asset it manages abroad are business firms”.24
Under FDI, the foreign investor controls the asset in the host country by presentation at
location and admitting responsibilities. FDI aims the cooperation of one or several
foreign companies in a country where they have legal rights for investing. FDI involves
possibilities as possession or buying, making a company substitution, cooperative
investment, cooperation at producing, cooperation at profit and partly cooperation.25
In relation to FDI, there are two important points to make, as follow:
1. Investment may be made in all areas where the private sector activity is
permitted. A major step that has been taken in recent years in Iran is to adopt
several laws relating to the Principle 44 of the Constitution which facilitate and
encourage the real competitiveness in Iran. This has happened as a result of fact
that monetary stimulus is not enough to reignite growth if economies are not
competitive.26 It should be kept in mind that monetary policy is not enough.
Insufficient competitiveness would be a constraint for reigniting growth world-
wide. On the other hand, as a country becomes more competitive, productivity
will increase and wages will rise with advancing development.27
2. There is no restriction on the percentage of foreign shareholding.28
24
The Preambular part of Foreign Investment Promotion and Protection Act.
25
Blackhurst, R., & Otten, A., World Trade Organization Report “Trade and foreign direct
investment”, World Trade Organization, 1996, available at: https://www.wto.org/english/news_
e/pres96_e/pr057_e.htm. Accessed 23 Jan. 2017; see also Moran, Theodore H., “Foreign Direct
Investment”, The Wiley-Blackwell Encyclopedia of Globalization (2012); Moran, Theodore,
Foreign direct investment, John Wiley & Sons, Ltd, 2001.
26
It should be mentioned that (1) monetary stimulus is not enough to reignite growth if economies
are not competitive, (2) an increasingly important element of competitiveness is creating an
enabling environment for innovation, and (3) innovation in turn goes hand in hand with openness
and economic integration. For such purposes, World Bank/International Finance Corporation,
Doing Business 2016: Measuring Regulatory Quality and Efficiency, http://www.doingbusiness.
org/
27
World Trade Organization (WTO), World Trade Organization Annual Report 1996, World
Trade Organization, Geneva, (1997). See also Moran, Theodore H., “Foreign Direct Investment”,
The Wiley-Blackwell Encyclopedia of Globalization (2012); Moran, Theodore, Foreign direct
investment, John Wiley & Sons, Ltd, 2001; Larraı́n, Felipe, Luis F. Lopez-Calva, and Andres
Rodriguez-Clare. “Intel: a case study of foreign direct investment in Central America.” Center for
International Development Working Paper 58 (2000); Hatzius, Jan. Foreign direct investment.
Centre for Economic Performance, London School of Economics and Political Science, 1997.
28
Article 4(b)(1) of the Implementing Regulations of Foreign Investment Promotion and
Protection Act.
196 F. Safari
Second: another way is contractual framework for investment,29 i.e., contractual

arrangements between the parties with or without formation of company, which are
based on conditions. In accordance with the Foreign Investment Promotion and
Protection Act, Ch. Two, Article 3(b), contractual framework for investment is
permitted “where the return of capital and profits accrued is solely emanated from
the economic performance of the project in which the investment is made”. This
Article continues to regulate that the Government or government companies and/or
banks must not guarantee the return of capital and profit.30 The conditions articu-
lated in this Article of FIPPA, indeed, are certain criteria in the economic system for
foreign investment in the public and private sectors and must be observed by both
groups.
Different types of project financing methods including “Civil Participation”,
“Buy-Back” arrangements, “Counter trade”, and various “Build-Operate- Transfer”
(BOT) schemes.31 The difference between FDI and foreign indirect investment is
that the latter one occurs when the foreign investor has not got any share of fund
and/or cooperative investment, then being situated on the level of foreign indirect
investment subject. It does not have supervision or legal responsibility, and just
receives profit depending on its share.
Subparagraph (2.1) of Article 4 of the Implementing Regulations of FIPPA in
terms of investment within the framework of contractual arrangements, provides
that compensation of a loss sustained by the foreign investor is guaranteed by the
Government, where the losses are come from “prohibition and/or interruption in the
execution of financial agreements caused by enactment of law and/or Cabinet
decrees”.32 The Article in the subparagraph b(2) deals with the guarantees where
a government agency is a party to the contract in “B.O.T.” and “Civil Participation”
schemes.33
29
Salacuse, Jeswald W. The three laws of international investment: national, contractual, and
international frameworks for foreign capital. Oxford University Press, 2013; Esmaeil Karimian,
Investment in Iran, Wiesbaden, Springer Fachmedien Wiesbaden, Germany, 2016.
30
Foreign Investment Promotion and Protection Act, Ch. Two, Article 3 (b) provides that con-
tractual arrangements between the parties will only be permitted “where the return of capital and
profits accrued is solely emanated from the economic performance of the project in which the
investment is made, and such return of capital and profit does not dependent upon a guarantee by
the Government or government companies and/or banks”.
31
Chapter Two, Article 3 of Foreign Investment Promotion and Protection Act.
32
Subparagraph 4b2.1 regulates that “Compensation for losses sustained by the Foreign Invest-
ment resulting from prohibition and/or interruption in the execution of financial agreements caused
by enactment of law and/or Cabinet decrees, up to a maximum of matured installments, shall be
guaranteed by the Government”.
33
Article 4(b)(2.2) of the Implementing Regulations of Foreign Investment Promotion and Pro-
tection Act provides that “In “B.O.T.” and “Civil Participation” schemes where a government
agency is the sole purchaser and/or supplier of goods and services at subsidized prices, the
purchase of produced goods and services resulting from an investment project by the government
agency as a party to the contract, shall be guaranteed in accordance with the relevant regulations”.
A variety of features and advantages of the above mentioned methods of

investment are incorporated in the provisions of FIPPA and its Implementing
Agreements, the most important and common of which are “the volume of foreign
investment” in each case is not bound by any limitation; and also, foreign investors
enjoy the identical treatment as bestowed to domestic investors.34
8 Guarantees and Transfer of Foreign Capital
In the long run, the four freedoms have been guaranteed by Iran, i.e., the free
movement of people, goods, services, and capital. One of the main questions for
foreign investors is how a national law protects the investment against the host
States actions. In this respect, it should be pointed out that under the national Iran
laws and regulations, as well as bilateral or multilateral agreements, investments of
investors will not be nationalized, confiscated, expropriated, “unless for public
interests, by means of legal process, in a non-discriminatory manner, and against
payment of appropriate compensation”.35 It should be noted that application for
compensation must be referred to the Foreign Investment Board36 within 1 year
from the date of expropriation or nationalization. Moreover, it should be mentioned
that disputes arising from expropriation or nationalization must be settled in
accordance with the provisions of FIPPA and the bilateral agreements with the
respective government of the foreign investors.37
Bilateral agreements concluded by Iran on the protection of foreign investment
grant foreign investors common investment treaty protections, for instance, most-
favored-nation treatment, national treatment, the right to fair and equitable treat-
ment, protection against expropriation, and a guarantee of free transfer of capital.
For example, it has been articulated in many bilateral agreements that investments
34
Article 4(a) of the Implementing Regulations of Foreign Investment Promotion and
Protection Act.
35
According to the provisions of FIPPA (Article 9), foreign investments shall not be subjected to
expropriation or nationalization, unless for public interests, by means of legal process, in a
non-discriminatory manner, and against payment of appropriate compensation on the basis of
the real value of the investment immediately before the expropriation.
36
In accordance with Article 6 of the 2002 FIPPA, for the purpose of investigation and making
decision on applications referred to in Article (5), a board under the name of the “Foreign
Investment Board” shall be established under the chairmanship of the Vice Minister of Economic
Affairs and Finance who is ex-officio the President of the Organization, comprising of Vice
Minister of Foreign Affairs, Vice President of the State Management and Planning Organization,
Vice Governor of the Central Bank of the Islamic Republic of Iran and vice ministers of relevant
ministries, as the case requires.
37
Chapter Four, Article 9 of Foreign Investment Promotion and Protection Act.
198 F. Safari
must “receive the host contracting party’s full legal protection and fair treatment
not less favourable than that accorded to its own investors or of any third State
whichever is more favourable to the investor concerned”.38
As regards investment projects where a government agency is a contracting
party, the government guarantee the purchase of the goods and services produced at
the price and quantity determined in the relevant contract.39, 40
9 Taxation Legislation: Incentives to Foreign Investment
The sixth pillar of the Global Competitiveness Index is goods market efficiency
which includes competition divided into two groups, (a) domestic competition
variable; and (b) foreign competition variable. Among different factors which
have been considered in the Global Competitiveness Report 2016–2017, the fol-
lowing issues are very important to note: “effect of taxation on incentives to invest;
total tax rate; number of procedures required to start a business; time required to
start a business; prevalence of trade barriers; trade tariffs; and prevalence of foreign
ownership”.41 Here, we are intended to describe the taxation legislation in Iran and
the incentives of legislation to foreign invest. For this purpose, the focus of this
paper is on the main features of taxation and some of the tax exemptions established
by laws as follow:
The 1987 Direct Taxation Act, as amended in 2001, is in tandem with the
ongoing economic conditions in Iran, as well as investment protection and promo-
tion in line with the economic developments.42
In recent years, several laws and regulations have been adopted to encourage
foreign investment in Iran. The same protection and privileges have been provided
for both foreign and national investors. One of the most important of this is
38
To avoid double taxation more than 30 agreements have been signed between Iran and other
countries, such as Spain, China, Germany, South Africa, Switzerland, Ukraine, Poland, Indonesia,
Austria, and Turkey. Apart from such treaties, there a number of agreements on reciprocal
promotion and protection of investments that contain provisions on double taxation. See, for
example, Agreement on reciprocal promotion and protection of investments between the Govern-
ment of the Republic of Cyprus and the Government of the Islamic Republic of Iran. Tehran,
2 March 2009, Article 4. See also, investmentpolicyhub.unctad.org.
39
Article 11 of the Implementing Regulations of Foreign Investment Promotion and
Protection Act.
40
List of Countries Signing the Agreement to Avoid Double Taxation with Iran (November 2011):
Azerbaijan Republic; Algiers; Turkmenistan; France; South Africa; Indonesia; Turkey; Kyrgyz-
stan; Germany; Ukraine; Tunisia; Kazakhstan; Austria; Bahrain; China; Qatar; Jordan; Belorussia;
Russia; Georgia; Armenia; Bulgaria; Sri Lanka; Lebanon; Uzbekistan; Venezuela; Switzerland;
Poland; Spain; Pakistan; Syria; and Kuwait.
41
World Economic Forum, The Global Competitiveness Report, 2016–2017, Geneva, 2016,
ISBN-13: 978-1-944835-04-0.
42
Article 138 of the Act support investment promotion.
concerned with taxation included in the Direct Taxation Act; there is no discrim-
ination in terms of the payment of taxes. The same amount of taxes must be paid by
foreign investors. Stimulatingly, all licensed publishing, press, cultural and artistic
activities are exempted from income tax.43
Tax exemptions and discounts are equally applied for both groups of investors
for both nationals and foreigners. All licensed travelling and tourism institutions
enjoy fifty percent tax exemption every year. Tax exemption, to a great extent, has
been applied as regards industrial and mining activities, which in terms of the free
trade and industrial zones is one hundred percent exemption for a period of
20 years. For the same period of time, in the free zone, any type of economic
activities is exempt from property tax and payment of income.
In any region, interestingly, the payment of income is free of taxes, under certain
conditions, for “the branches and agencies of foreign banks and companies
conducting marketing and market research”.44 Transferring assets between merged
companies is, conditionally, free of taxes.45 With some exceptions, value-added tax
is levied, under the Value-Added Tax Act, on the sale of all “services and their
imports”.46 The law was readopted in 2017 for 5 years more and also value-added
tax is not applied in the free zones for economic activities.
Finally, to avoid double taxation more than 30 agreements have been signed
between Iran and other countries, such as Spain, China, Germany, South Africa,
Switzerland, Ukraine, Poland, Indonesia, Austria, and Turkey. Apart from such
treaties, there a number of agreements on reciprocal promotion and protection of
investments that contain provisions on double taxation.47
10 Persons Protected by Laws and Agreements
For a foreign investor to be protected under an Iranian bilateral agreement, it must

qualify as a protected investor and its admission must be made in accordance with
the provisions of FIPPA and with due observance of other prevailing laws and
regulations of the Country. Under the provisions of Article 6 of the FIPPA, the
benefits of coverage of FIPPA are still available for foreign investors who have
already invested in Iran. FIPPA’s coverage for the principal investment already
43
Article 139 of the Direct Taxes Act.
44
The Direct Taxes Act (Article 107).
45
The Direct Taxes Act (Article 111).
46
For further, see the Value-Added Tax Act (Articles 12 and 13).
47
See the Agreement to Avoid Double Taxation, as well as, for example, Agreement on reciprocal
promotion and protection of investments between the Government of the Republic of Cyprus and
the Government of the Islamic Republic of Iran. Tehran, 2 March 2009, Article 4. See also,
investmentpolicyhub.unctad.org.
200 F. Safari
made, however, is conditional and subsequent to the issuance of the investment

license under the provisions of the Act.48
It addition to FIPPA which protect broadly a wide range of natural and legal
persons qualified as protected investors, bilateral agreements on the protection of
foreign investment concluded by Iran, also, offer a high level of protection of foreign
investments in Iran. Some of countries that have a bilateral agreement with Iran in
force include Austria, Belarus, Bosnia and Herzegovina, France, Germany, Italy,
Switzerland, Finland, China, Austria, Turkey, Cyprus, South Korea, and Spain.49
A large variety of assets invested in Iran, including movable and immovable
property, shares or any kind of participation in Iranian companies such as securities,
debentures, equity holdings and credits, are generally protected by bilateral agree-
ments concluded by Iran.
Within the framework of these agreements, the notion of investor refers to the
persons of either contracting party who invest in the territory of the other
contracting party within the framework of the agreements. They include natural
persons who, according to the laws of either contracting party, are considered to be
its national and have not the nationality of the host contracting party.
In terms of legal persons, the situation and conditions are different in bilateral
agreements. Some of bilateral agreements, including the bilateral agreements
concluded with, for example, agreement between Iran and Switzerland, Turkey,
Spain and Cyprus, only protect companies that are incorporated and have their seat,
i.e., are managed from, and have “real economic activities” in the other contracting
State.50 Such requirements make it likely that persons providing special purpose
media services would qualify as protected investors.
Several other bilateral agreements, including the bilateral agreements concluded
with Sweden, Malaysia, Qatar, South Korea, and Italy, have qualified their protection
exactly under the following conditions: “legal persons of either contracting party which
are established under the laws of that Contracting Party and their ‘headquarters’ or their
‘real economic activities’ are located in the territory of that Contracting Party”.51 Under
48
Article 6 of FIPPA provides that “Foreign Investors who have already invested in Iran without
the benefit of coverage of FIPPA may, upon completion of the admission procedure, benefit from
FIPPA’s coverage for the principal investment already made. Subsequent to the issuance of the
Investment License, the investor shall be entitled to benefit from all privileges of FIPPA including,
interalia, the right to transfer profit. This type of investments shall be generally considered as
existing investments to which the general criteria for admission of Foreign Capital is applicable”.
49
A list of Bilateral Agreements on the protection of foreign investment concluded by Iran is
available at: http://investmentpolicyhub.unctad.org/IIA/CountryBits/98#iiaInnerMenu
50
Such Agreements regulates that “legal persons constituted or incorporated in compliance with
the law of that Contracting Party and having their ‘seat’ together with ‘real economic activities’ in
the territory of the same Contracting Party”. For further, see, e.g., Bilateral Agreements concluded
between Iran and Cyprus (Article 1(2)(b)); Iran and Switzerland (Article 1(1)(b)); Iran and Turkey
(Article 1(2)(b)); and Iran and Spain (Article 1(2)(b)).
51
See, e.g., Bilateral Agreements concluded between Iran and Sweden, Article 1(2)(b); Iran and
Malaysia, Article 1(2)(b); Iran and Qatar, Article 1(2)(b); Iran and South Korea , Article 1(2)(b);
Iran and Italy, Article 1(2)(b); Iran and South Africa, Article 1(2)(b).
the provisions of such bilateral agreements, special purpose media services will be
protected as long as they maintain their headquarters in their State of incorporation.
Few bilateral agreements, e.g., the bilateral agreement concluded with Austria
do not include the requirement of their ‘seat’ and qualified their protections for legal
persons which are founded in accordance with the laws and regulations of a State
party and “their ‘real economic activities’ are located in the territory of that
Contracting Party”.52
Lastly, some bilateral agreements, e.g., the bilateral agreements concluded with
Finland, Armenia, France, Germany, and China protect entities constituted or
incorporated under the laws of a State party having their ‘seat’ in the territory of
that contracting party.53 It could be said that the last type of bilateral agreements
offer the most comprehensive coverage, notably for special purpose media services
managed from their State of incorporation.
11 Investment in Media Market and Dispute Settlement
Almost all of bilateral agreements articulate two types of different dispute settle-
ments, i.e., settlement of disputes between the contracting parties and settlement of
disputes between a contracting party and an investor of the other contracting party.
In terms of settlement of disputes between the contracting parties, the disputes
which are related to the application of the agreement and its interpretation should as
far as possible be settled by the governments themselves. Otherwise, it could be
referred to an ad hoc arbitration tribunal consisting of three members, two members
from each State party, and one member from a third country.54
As regards settlement of disputes between a State and an investor of the other
State party, should be settled between them through negotiations and amicably.
Otherwise, it must be referred to the competent court of the host State, if not, to
international arbitration. As regards such disputes, also, the provisions of FIPPA
regulates that if they are not settled through negotiations, they must be referred to
national courts. It should be noted that in some cases, bilateral agreements incor-
52
See, e.g., Bilateral Agreements concluded between Iran and Sweden, Article 1(2)(b); Iran and
Malaysia, Article 1(2)(b); Iran and Qatar, Article 1(2)(b); Iran and South Korea , Article 1(2)(b);
Iran and Italy, Article 1(2)(b); Iran and South Africa, Article 1(2)(b).
53
See, e.g., Bilateral Agreements concluded between Iran and Finland, Article 1(2)(b); Iran and
Armenia, Article 1(2)(b); Iran and France, Article 1(2)(ii); Iran and Germany, Article 1(2)(b); Iran
and China, Article 1(2)(b).
54
See, e.g., Bilateral Agreements concluded between Iran and Germany, (Article 10); Iran and
Switzerland (Article 9); Iran and Malaysia, (Article 13); Iran and Austria (Article 12); Iran and
South Africa (Article 12).
202 F. Safari
porate some other methods for dispute settlements.55 It should also be mentioned
that the most bilateral agreements concluded between Iran and other countries
provide for ad hoc arbitration under the Arbitration Rules of the United Nations
Commission on International Trade Law (UNCITRAL) and some of them provide
for international arbitration under the Rules of the International Chamber of
Commerce (ICC).56 Note that Iran is not a party to the Convention on the
Settlement of Investment Disputes between States and Nationals of Other States
(ICSID Convention).
12 The Constitutional Framework of Mass Media
As regards mass media, under Principle 44 of the Constitution, radio and television,
post, telegraph and telephone services are considered as examples of the state-
owned sectors of the economy in Iran. The economy of the Islamic Republic of Iran
consists of three sectors: state, cooperative and private. The state sector includes all
large-scale and mother industries, radio and television, post, telegraph and tele-
phone services, foreign trade, major minerals, banking, insurance, power genera-
tion, dams, and large-scale irrigation networks, aviation, shipping, roads, railroads
and the like; all these will be publicly owned and administered by the State.57 The
three types of ownership are protected by laws in so far as they are in agreement
with the other laws and regulations and cause no harm to the society.58 In terms of
media, the preamble of the Constitution provides that they will be utilized “as a
forum for healthy encounter of different ideas”, however, they “must strictly refrain
from diffusion and propagation of destructive and anti-Islamic practices. It is
incumbent on all to adhere to the principles of this Constitution, for it regards as
its highest aim the freedom and dignity of the human race and provides for the
growth and development of the human being”.59
However, in terms of activities which are categorized under the head of State-
sector activities (under Principle 44 of the Constitution of Iran), the entrance of
foreigners is very restricted. May be they could work as operators in this sector or
they could sign a cooperation agreement with the relevant governmental agencies.
But, they are not allowed to invest in mass media.
55
See, e.g., Bilateral Agreements concluded between Iran and Austria (Article 11); Iran and
Germany, (Article 11); Iran and South Africa (Article 13); Iran and Switzerland (Article 10);
Iran and Malaysia, (Article 12).
56
See, e.g., Bilateral Agreements concluded between Iran and Austria (Article 11(2)) referring to
UNCITRAL and ICC; Iran and South Africa (Article 12(4)) referring to ICC; Iran and Switzerland
(Article 9(2)) referring to UNCITRAL.
57
The 1979 Constitution of the Islamic Republic of Iran, Principle 44, paragraphs 1 and 2, adopted
on: 24 Oct 1979, effective since: 3 Dec 1979, amended on: 28 July 1989.
58
Ibid, paras. 5 and 6.
59
Ibid, Preamble, Mass-Communication Media section.
13 FDI Regulatory Restrictiveness on Mass Media
It has been stated in Organisation for Economic Development (OECD) studies that
foreign direct investment flows would help, under the right policy environment,
contribute positively to incomes and job generation in the host country.60 More-
over, FDI ‘encourages the transfer of technology and know-how between coun-
tries’,61 and ‘triggers technology spillovers, assists human capital formation,
contributes to international trade integration, helps create a more competitive
business environment and enhances enterprise development’.62 In this regard,
compared with other developing countries or transition economies, China is a
striking example of success. Among other aspects, China is mainly characterized
by its ability to attract foreign technology and capital by means of incentive
policies.63 However, an important point to make is that according to the OECD
FDI Restrictiveness Index, China scores higher than other countries in terms of FDI
regulatory restrictiveness. The highest score for any regulatory measure in any
sector is 1 consisting of the measure completely “restricts foreign investment in the
sector” and the lowest is 0 covering situations where there are “no regulatory
impediments to FDI in the sector”. It is worth mentioning that the FDI Restrictive-
ness Index includes four kinds of measures: (first) “foreign equity restrictions”,
(second) “screening and prior approval requirements”, (third) “rules for key per-
sonnel”, and (four) “other restrictions on the operation of foreign enterprises”.64
The FDI Index does not provide a full measure for the evaluation of a country’s
investment climate, as no attempt is made to appraise the overall restrictiveness of
the regulatory regime as it is actually implemented, and it does not take into
consideration other aspects of the investment regulatory framework, for example,
“the extent of State ownership, and other institutional and informal restrictions
which may impinge on the FDI climate”.65
60
Organisation for Economic Development (OECD), Foreign Direct investment for Development:
Overview (2002), www.oecd.org/investment/investmentfordevelopment/1959815.pdf
61
OECD Factbook, Economic, Environmental And Social Statistics (2014), p. 88. See also Luke
Malpass and Bryce Wilkinson, Verboten! Kiwi hostility to foreign investment, Research Note
No. 1, 29 August 2012.
62
OECD, Foreign Direct investment for Development: Overview (2002), supra, p. 5.
63
Jean-Claude Berthélemy and Sylvie Démurger, ‘Foreign Direct Investment and Economic
Growth: Theory and Application to China’, Review of Development Economics, 4(2), 140–155,
2000, p. 1.
64
See further, Kalinova, B., A. Palerm and S. Thomsen (2010), “OECD’s FDI Restrictiveness
Index: 2010 Update”, OECD Working Papers on International Investment, 2010/03, OECD
Publishing. https://doi.org/10.1787/5km91p02zj7g-en
65
ibid.
204 F. Safari
14 Foreign Investment and Its Regulatory Restrictiveness

in Iran
According to Foreign Investment Promotion and Protection Act (FIPPA), foreign

investments will only be allowed in accordance with the procedures prescribed by the
Act. Then the admitted investment in accordance with the provisions of the Act will
enjoy the facilities and protections available under the FIPPA. FDI in areas where the
activity of the private sector is permitted is allowed.66 Under the provisions of FIPPA
and its Implementing Regulations, electrical and electronic machinery and equip-
ments, including radio and television and other communication devices and apparatus
are considered as some examples of sectors and sub-sectors referred to in para. (d) of
Article 2. This Article states that admission of foreign investment will be made under
the provisions of FIPPA and with due observance of other prevailing Iran’s laws and
regulations, for the purposes of development and promotion, and producing activities,
including industry and services based on certain criteria.67
It should be noted that like the OECD FDI Regulatory Restrictiveness Index,
especially in relation to China’s Media restrictiveness as shown above, in Iran there
exists statutory restrictions on foreign direct investment in this sector, due to the
fact that the ownership, management and control of radio and television are
considered as a State Sector under the Constitution.68 In FDI, usually, the control
66
OECD (2016), FDI restrictiveness (indicator). doi: 10.1787/c176b7fa-en (Accessed on
04 August 2016).
67
One of the criteria is contained in Paragraph (d) of Article 2 (FIPPA), according to which the
ratio of the value of the goods and services produced by the foreign investments, contemplated in
FIPPA, to the value of the goods and services supplied to the local market, at the time of issuance
of the Investment License, shall not exceed 25% in each economic sector and 35% in each
sub-sector (field). The sub-sectors and scope of investment in each sub-sector shall be determined
in the by-law to be approved by the Council of Ministers. Foreign Investment for the production of
goods and services for export purposes, other than crude oil, shall be exempted from the
aforementioned ratios.
68
See Foreign Investment Promotion and Protection Act, Chapter Two, Article 3 (a). Under
Principle 44 of the Constitution of Iran, the economic system of the Country is established
‘based on three sectors: State, cooperative, and private, based on systematic and sound planning’.
The State sector includes all large-scale and mother industries, foreign trade, major mines,
banking, insurance, power generation, dams, and large-scale irrigation networks, radio and
television, post, telegraph and telephone, aviation, shipping, roads, railroads and the like; all
these will be publicly owned and administered by the State. The cooperative sector includes
cooperative companies and enterprises dealing with production and distribution, in urban and rural
areas, established in accordance with Islamic criteria. And finally, the private sector consists of
activities dealing with agriculture, animal husbandry, industry, trade, and services that are
complementary to the economic activities of the State and cooperative sectors. The ownership
in each of these three sectors is protected by the laws of the Islamic Republic, in so far as this
ownership is in conformity with the other Principles of the Constitution, does not surpass the limits
set by Islamic law, contributes to the economic growth and progress of the Country and does not
harm to society. The details of the requirements, scope and conditions of each of these three sectors
have been determined by specific laws.
and management of the company as a whole or in part often is in the hands of

foreign investor. This seems to be in contrary with the above laws and regulations.
However, if a foreign investor is intended to contribute to the development of
know-how or new technologies or services related to media controlled and man-
aged by private sector, it would not be in controversy with the aforementioned
provisions.69
15 Conclusion
In recent years, several laws and regulations have been adopted to encourage
foreign investment in Iran. The same protection and privileges have been provided
for both foreign and national investors. One of the most important of this protection
environment is related to taxation included in the Direct Taxation Act; there is no
discrimination in terms of the payment of taxes. The same amount of taxes must be
paid by foreign investors. Equally, there are tax exemptions and discounts for both
groups of investors.
The four freedoms have been guaranteed by Iran, i.e., the free movement of
people, goods, services, and capital. One of the main questions for foreign investors
is how a national law protects the investment against the host States actions. In this
respect, it should be pointed out that under the laws and regulations, investments of
investors will not be nationalized, confiscated, expropriated, “unless for public
interests, by means of legal process, in a non-discriminatory manner, and against
payment of appropriate compensation”.70
In relation to one of the main challenges, that is, permissions, procedures and
time-consuming process of obtaining permits and lengthy bureaucracy, according
to the current regulations, FIPPA, investment licensing procedure takes almost
45 days and it is a great step towards resolving the challenge. An assortment of
legal rules and arrangements may be applied to businesses and commercial activ-
ities, some of which are limited liability companies, partnerships, corporations, and
co-ownerships.
As we discussed in this paper, as regards social media industry, it is covered by
the 2002 FIPPA and its Implementing Regulations, which are considered as a core
policy tool to promote and regulate investment, as well as by international invest-
ment agreements (IIAs), i.e., bilateral and multilateral investment treaties and
treaties with investment provisions, which are altogether regarded as the basic
legal framework for cross-border investment in Iran. Although in many countries,
most investment laws have investment promotion as their main objective, the 2002
FIPPA deals also with investment facilitation. This means certain protection and
facilities will be provided for licensed investors. The 2002 FIPPA and IIAs have
69
The 1979 Constitution of the Islamic Republic of Iran, Principle 44.
70
According to the provisions of FIPPA (Article 9).
206 F. Safari
vital roles to play for providing the significant facilities and protections available
for media-related services and activities.
As regards, legal methods to invest in social media market in Iran, two different
methods have been described: “Foreign Direct Investment” (FDI) and contractual
framework for investment, i.e., contractual arrangements between the parties with or
without formation of company. Also different types of project financing methods
including “Civil Participation”, “Buy-Back” arrangements, “Counter trade”, and
various “Build-Operate- Transfer” (BOT) schemes, with the following features,
under the provisions of the laws, have been defined: first, foreign investors have
“the same treatment as accorded to domestic investors”71; second, “import of
foreign capital” is only conditional on the “investment license and does not require
any other license”72; third, the “volume of foreign investment in each individual
case” are not conditional on “any limitation”73; fourth, compensation of a loss
sustained by the foreign investor is guaranteed by the Government, where the losses
are come from “prohibition and/or interruption in the execution of financial agree-
ments caused by enactment of law and/or Cabinet decrees”74; fifth, under
subparagraph (2.2) of Article 4 of the Implementing Regulations of FIPPA, guar-
antees are provided where a government agency is a party to the contract in “B.O.T.”
and “Civil Participation” schemes.75
Another worry of foreign investors is concerned with guarantees and transfer of
foreign capital and the qualified persons protected by laws and agreements. In this
respect, within the framework of IIAs, the investor refers to the persons of either
Contracting Party who invest in the territory of the other Contracting Party within
the framework of these agreements. They include natural persons who, according to
the laws of either Contracting Party, are considered to be its national and have not
the nationality of the host Contracting Party. In terms of legal persons, the situation
and conditions are different in the 2002 FIPPA and bilateral agreements.
Another important challenge for investment in the medial market is related with
Dispute Settlement. FIPPA and almost all of bilateral agreements articulate two
types of different dispute settlements, i.e., settlement of disputes between the
contracting parties and settlement of disputes between a contracting party and an
investor of the other contracting party. They refer to arbitration tribunal which will
be constituted ad hoc.
In terms of mass media, which is considered as one of the examples of the
primary sectors and subsectors, for which the requirements of existing laws and
regulations provide that with certain limited exceptions established by the
71
Article 4(a)(1) of the Implementing Regulations of Foreign Investment Promotion and
Protection Act.
72
Subparagraph (a)(2) of Article 4.
73
Subparagraph (a)(3) of Article 4.
74
Article 4(b)(2.1) of the Implementing Regulations of Foreign Investment Promotion and
Protection Act.
75
Subparagraph (b)(2.2) of Article 4.
Constitution of the Islamic Republic of Iran, foreign investors are allowed to invest.
Activities that are categorized under the head of State-sector activities (under
Principle 44 of the Constitution of Iran), the entrance of foreigners are difficult.
As evidenced on the news, this country enjoys a high level of security in the region,
though there would be restrictiveness similar to China under OECD FDI Regulatory
Restrictiveness Index. It should be mentioned that although there are still some
conditions, restrictions and limitations as regards the investment in the Iran mass-
communication media, radio and television, it could be possible to make contracts
as mentioned above as the available contractual methods.
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15.2.2001.
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22.6.2000.
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Republic of Finland and the Government of the Islamic Republic of Iran, Tehran, 4 November
2002.
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Iran on the Reciprocal Promotion and Protection of Investments, Athens, 13 March 2002.
of the Republic of France and the Government of the Islamic Republic of Iran, Tehran,
22 November 2004.
of the Republic of Turkey and the Government of the Islamic Republic of Iran, Ankara,
19 December 1996.
The Agreement on the Promotion and Reciprocal Protection of Investments between the Govern-
ment of the Kingdom of Spain and the Government of the Islamic Republic of Iran.
of the Islamic Republic of Iran and the Government of the Republic of South Africa,
3 November 1997 and its Protocol, 31 October 2000.
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1999.
of the Republic of Armenia and the Government of the Islamic Republic of Iran, Rome, 6 May
1995.
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Iran on the Reciprocal Promotion and Protection of Investments, Tehran, 31October 1998.
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Protection of Investments, Japan, 5 February 2016.
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Fariborz Safari is an assistant professor in international trade/

investment law in H.Masumeh (s) University. He earned his Ph.D.
from University College Cork (Ireland), where he was awarded a
presidential scholarship for doctoral studies in the Faculty of Law.
He also earned his M.Sc. from Antwerp University (Belgium) and
M.A. from Tehran University. After graduation, he worked as a
postdoctoral researcher at EU, FP7 Programme. Currently, he is a
lecturer and researcher in intellectual property law and policy, as
well as media law and a range of other areas of international law—
such as trade and investment law.
Evidenced-Based Internet Policy
for Emerging Nations: Maximizing
Network Investment and Local Content
Development
Roslyn Layton
Abstract This article reviews the three components of evidence-based policy and
the seven inputs to good regulation. It describes the challenges to conducting
evidence-based policy, particularly with using data to make decisions as well as
deploying measures to see how well a policy is working. Examples from net
neutrality policy are provided to illustrate some of the challenges for telecom
regulators. Some literature from the policy research field is presented to help
explain why regulators have difficulty using evidence-based approaches. The
paper concludes by reviewing the importance of evidence-based approached for
regulators in emerging countries, particularly as net neutrality policy to date has
limited documented success to stimulate local digital economies.
1 Introduction to Evidence-Based Policy
Evidence-based policy is comprised of three linear steps: (1) a rational process of

evaluation of policy possibilities; (2) the collection of associated holistic informa-
tion for each possibility, both quantitative and qualitative; and (3) finally the
measurement of outcomes expected and observed with each possibility. Perfor-
mance measures for outcomes could include effectiveness (how does the policy
address the targeted problem), unintended effects, and equity (what are the effects
on different groups). The implementation considers issues such as the cost, feasi-
bility, and acceptability. The introduction of net neutrality or Open Internet rules in
some 50 countries within a decade would seem to present an opportunity to practice
evidence-based policy, particularly as supporters claim that rules are urgent and
necessary. Such confidence by supporters suggests that there is empirical data to
justify rulemaking and that benefits should be realized, observed, and verifiable.
R. Layton (*)
Aalborg University, Copenhagen, Denmark
e-mail: roslyn@layton.dk

212 R. Layton
Nations with net neutrality rules have employed some elements of the evidence-
based policy process at different points to different degrees. For example, when the
Federal Communication Commission (FCC) in the USA launched a Notice of
Proposed Rulemaking in 2014, it inquired as to which legal instrument should be
used to make net neutrality rules, for example Section 706 of the 1996 Telecom-
munication Act or other sources of authority. The FCC ultimately chose Title II of
the 1934 Communications Act, but it never offered a cost-benefit analysis is as to
which among various legal instruments and methods was preferable (ex ante rules
under various types of legal authority, ex post adjudication, multi-stakeholder
model, Federal Trade Commission enforcement of unfair and deceptive standards,
etc.). Moreover policymakers had no benchmark against which to weighs the pros
and cons of different approach. The FCC presented a binary decision, either Title II
or no rules at all, and as the result the FCC was sued by nine separate parties
alleging that they used the wrong instrument. As of this writing seven petitions
against the FCC await review by the US Supreme Court.
The European Parliament, European Commission, and the Body of European
Regulators of Electronic Communications (BEREC) are only slightly better when it
comes to an evidence-based approach. The key “evidence” offered by the European
authorities was a survey on broadband providers’ contract disclosures in 2011–
2012, showing that 15–20% of surveyed providers had contract conditions stating
that they could restrict broadband service for some reason for a period of time.
However the European authorities never provided actual documentation of system-
atic abuse, but instead based their reasoning on the inference of abuse from the
survey. The inference was never tested to see whether it was accurate. By the time
the EU adopted rules, the survey was more than 3 years out of date.
It is also important to observe that traffic management practices have changed
significantly over time. For example deep packet inspection, once reported as an
occasional practice by at least 50% of operators, is now reported by less than 20%
of operators.1 This shows that operators’ behaviour has changed with public
opinion, which itself may be even a better than regulation if actors behave in the
right way voluntarily.
A pan European survey was performed to assess users’ views of the issue in
2015, concluding that desire for the policy fluctuated with the age of the user and
price of the product. The legislature commissioned its own literature review
showing that hard rules were necessary only in extreme cases, but the subsequent
law took the view that all broadband provision was suspect. Notably the EU law
does not contain the terms “net neutrality” or “zero rating”.
However neither the US nor the EU has produced a set of objective, indepen-
dently verifiable metrics to tell whether the policy is working. For example should
“innovation” be measured? Will the policy create more or different “edge” content
providers? Should end users report a greater degree of freedom? Should broadband
providers invest more or less? The rules do not say.
1
Asghari et al. (2013).
Evidenced-Based Internet Policy for Emerging Nations: Maximizing. . . 213
The European Union also has a major research function in the European
Commission’s Research and Innovation arm2 which by law must conduct research
policies and implement research programs. It has not conducted research on net
neutrality that is findable in its database, but its report on innovation “Models of
Innovation in Global ICT Firms: The Emerging Global Innovation Ecosystems”
suggests that innovation occurs within an ecosystem as the result of the “symbiotic”
interplay of actors, including situations in which telecom operators partner with
different actors in the ecosystem.3
It appears that the “ecosystem” view of innovation in which actors work together
symbiotically is the antithesis to the “net neutrality” view in which one player needs
to be controlled. While thousands of articles have described and debated net
neutrality, almost none have tested it empirically within the context of national
policymaking.
While the EU law has been adopted, The European Commission competition
authorities issued the definitive report on free data and zero rating, some 200 pages,
showing that the practice is not harmful to competition, but debate remains on the
issue.4
This explosion of net neutrality rules around the world has created a new
responsibility for telecom regulators. While regulatory and competition profes-
sionals may be skilled to address the issues of foreclosure (the technical and
economic term for the concerns raised by net neutrality), net neutrality
policymaking presents a set of new challenges for which regulators are not neces-
sarily skilled, resourced, or even motivated to address. For example, net neutrality
rulemaking is associated vigorous advocacy in which activists may flood the
regulator with millions of emails and comments. This creates a new political
dilemma for regulators which hitherto prided themselves on being expert, indepen-
dent, and free from political influence.
The diversity of approaches to net neutrality and their different implementations
suggest that policymakers have different priorities, and there is limited agreement
on the ideal set of rules or approach. Consider Denmark and Netherlands, two
leading countries for broadband competition and deployment. While both are
subject to the same EU net neutrality rules today, between 2010 and 2016 the two
countries took radically different approaches to on net neutrality. Keeping in line
with a long-term telecom policy which focused on moving the market to full
competition, the Danish authorities discouraged ex ante telecom regulation in
favour of policing the market with ex post competition law.5 In 2011 Denmark
adopted an industry-led, self-regulatory multi-stakeholder model for net neutrality.
On the other hand, Netherlands adopted a hard ex ante law in 2012.6
2
No Author (2015a).
3
Fransman (2014).
4
No Author (2017).
5
(2015), Roslyn Layton and Joseph Kane (2017).
6
(2012).
214 R. Layton
Such conflicting solutions from two similar countries hardly seems to be a

consensus. Nobel economist Jean Tirole described, “Successful regulation is built
on an intellectual consensus about the existence of clearly identified and sizeable
market failure.”7 At best, the peer-reviewed literature reviews suggest that the
policy is ambiguous;8 in some situations it could helpful, in others, harmful.
In most cases net neutrality laws and regulations are adopted without a regula-
tory impact assessment, skipping a helpful procedural step to quantify a market
failure (if it exists), explore alternative approaches, identify costs and benefits, and
protect regulators from legal challenges. It is not surprising that in the rush to make
rules, important issues may be overlooked. The FCC was challenged by nine
lawsuits after it adopted rules in 2015, charging among other things, that the FCC
exceeded its statutory authority in making rules. Those cases continue on appeal as
of this writing.9 Regulators in Chile, Netherlands, and Sweden have also faced
litigation for their net neutrality rules.
In spite of their best intentions, regulators may find themselves in the crosshairs
of litigation, which takes resources away from other important regulatory activities,
not to mention the social and financial costs for taxpayers and citizens. Telecom
authorities have to manage a range of regulatory priorities without getting caught
up in politics. As such, having an evidence-based framework is helpful to keep
focus on the salient issues and stakeholders, and ideally, identifying the informed
and appropriate remedy for a known problem with an expectation of the how the
instrument will address and change the situation.
The definition of policy is often broad, including laws, regulations, and judicial
decrees as well as agency guidelines and budget priorities. Research and scientific
information is too often inaccessible to policymakers for a variety of reasons. As
such, it’s not uncommon that anecdotes and personal experience to provide the
information and justification for policy.
Common barriers to including data and evidence include
• Insufficient evidence base: scientific evidence is lacking or changing over time;
the cost of collect and analyze information is high
• Mismatched time horizons: Election cycles, policy processes, and research time
run on different schedules and are not coordinated
• Power of special interests: Different groups have different agenda which may or
may not cohere with an evidence-based process
• Researchers disconnected from the policy process: While there can be reasons to
keep research and policy separate, the lack of communication means that
research is developed and communicated in a way that makes it difficult for
policymakers to action
7
Tirole (2011).
8
Schuett (2010), Kraemer et al. (2013).
9
(2016a).
• Research silos: while some research may be conducted properly, it lacks

multidisciplinary perspective to give it nuance and depth
• Policymaking is a non-linear, ad hoc process: Evidence-based policy occurs in
complex systems and social psychology suggests that many decision-makers
often rely on habit, stereotypes, and cultural norms for the vast majority of
decisions.
Some may object to the idea of “measuring” the effectiveness of net neutrality,
as if one wanted to measure the value of human rights or freedom. Indeed an
insistence on evidence is itself a bias, but one that is enshrined in most legal systems
as a means to ensure justice. Measurement can be a way to provide additional
support and justification for desired policies. For example there are indices of
freedom10 and human rights,11 and these are valuable to make policy comparisons
across countries and improve policy. With regard to net neutrality, it is surprising
that empirical tests have not been performed as it would seem to give support for
policies which have been deemed to be obvious given the speed of rulemaking.
Nations spend considerable sums on scientific research. It’s a wonder why it
hasn’t played a greater role in net neutrality policymaking. In the US, the National
Academies of Science, Engineering and Medicine organized a committee on
Comparative National Innovation Strategies: Best Practice for the Twenty-First
Century.12 The committee met over 6 years and produced a number of reports
including Innovation Policies for the 21st Century.13 It emphasizes the need to
foster ecosystems, particularly local and regional ecosystems, as well as public-
private partnerships. A search of the institute’s archives found very little informa-
tion on the topic of the Internet and nothing on “net neutrality” or “open internet”.
An estimated 150 billion euros is spent annually by European governments in
initiatives to support innovation and economic growth.14 The UK’s Innovation
Growth Lab (IGL) observes that that there is limited study of the efficacy of
governments’ innovation policies. Moreover, even if innovation evolves, whether
radical or incremental, it is difficult to tell whether it was the result of a specific
policy. IGL notes the report of the What Works Centre for Local Economic Growth
which reviewed 15,000 policy evaluations and found that only 2.5% had a concrete
conclusion about the effectiveness of the policy, and of those, 1 in 4 had a positive
impact (about 0.06% of the total). The implication is clear; without evidence about
what works, it’s difficult, if not impossible, to allocate resources to successful
programs.
10
(2016b).
11
No Author (2016).
12
No Author (2005).
13
(2007).
14
Beevers and Firpo (2016).
216 R. Layton
1.1 The Policy Research Perspective
The Science Policy and Research Unit (SPRU) of University of Sussex is a leading
university for ICT policy research. Reflecting on SPRU’s 40th annual conference in
2006, Morlacchi and Martin15 observed that that policy research on science,
technology and innovation continues to be a “somewhat heterogeneous set of
activities undertaken by a community of diverse actors, each with rather different
roles and aims.”
To be sure, the central goal of activities is “helping to construct more effective
policies for science, technology and innovation, which in turn will yield greater
benefits for society.” The authors suggest that innovation policy researchers should
be concerned with the means and ends for society. They note a trend to instrumental
and entrepreneurial activities at the individual and organizational level which need
to be balanced with critical and independent scholarship as well as “reflexivity.”
Importantly they define innovation policy research as the application of social
science to the study of innovation policy. It is not theory or paradigm driven, but
rather problem-oriented by focusing on practical issues with specific policies and
the taking account of the central role of firms in the evolution of technology and
innovation.
They note that the policy research field has a multidisciplinary, empirical
orientation and motivation, and when there is theory, it is generally inductive.
This contrasts to the traditional social science approach in which theory comes
first followed by the empirical work. Innovation policy research comes out primar-
ily of the field of economics with a preference for the study at the firm industrial and
national levels of analysis, viewing the Market and the State at its role to regulate or
facilitate market interactions. Sociology, on the other hand, comes from the history
and philosophy of science. The research function grew out of discussion of a variety
of intellectual actors, with governments, international institutions, and research
institutions starting to produce data about innovation (patent statistics, R&D
expenditures etc.). They summarize Ball16 in describing the four roles of policy
researchers.
The policy engineer who uses a set of procedures to determine best course of
action to achieve a goal; the policy scientist who seeks the technically correct
answer to the political problem with the available scientific knowledge; the policy
entrepreneur who provides technical solutions or organizations and contexts and
searches for opportunities to apply his or her favored solutions. The policy scholar
seeks to shape the way we think about society’s problems. The roles may have
blended or take one part of the approach or another, and there is debate to what
degree the roles are influenced by politics or vice versa. Critical policy research
should reflect upon these various roles and seek to find the optimal balance of the
various approaches.
15
Morlacchi and Martin (2009).
16
Ball (1995).
They use the 1970s Limits to Growth17 debate to describe how the application of
the assumptions of each of the roles can help produce more effective polices. The
Limits to Growth view was evidenced through a set of computer models for
population growth, resource depletion, food supply, capital investment and pollu-
tion. In particular, they examined the effects of continued economic and demo-
graphic growth in a world of finite resources, and derived various policy
implications, such as the need for birth control to limit population growth.
SPRU’s response, called “technological optimism” was not necessarily to reject
the empirical findings of the model but to highlight that the model did not account
for social change and technological advances which could change the expected
outcomes.
For example population growth, is desired, not deterred and now expected to
reach 10 billion by 2050.18 Crucial resources have not depleted; innovative tech-
nologies have found substitutes and new and better means of extraction; food is so
plentiful that one-third of it goes to waste globally; capital investment has seen
unprecedented heights; and pollution, while not totally eliminated, has much better
management. Moreover mobility and internet has benefitted the people of the world
tremendously. This is not to say that progress will always proceed in a linear
fashion. Growth and sustainability are still key issues in the policy research field.
Failing to incorporate the views of the different actors (engineer, scientist, entre-
preneur, and scholar), predictions can fall short. Indeed relying on data alone can
lead to false conclusions.
The Limits to Growth allegory is instructive for today’s net neutrality debate in
which on the side, proponents suggest that the internet will essentially come to an
end without net neutrality and must therefore be “preserved” versus a more holistic
view that does not reject concerns but sees change and advancement as a net
positive development that can address concerns and solve problems, though
maybe in different way that is not yet known.
Flanagan, Uyarra and Laranja19 attempt to foster the needed “critical reflexivity”
by devising an approach that helps policy researchers conceptualize the innovation
policy complexity and its various actors, levels and dynamics. Their problematization
consists of policy agendas, rationales, actors, processes, instruments, and interactions.
The literature on agenda setting and advocacy critiques the view that
policymaking proceeds in a linear fashion, as if there is a scientific identification
of the problem followed by the proper intellectual exchange of ideas and rationales
to remedy the problem, the evaluation of various options with appropriate cost
benefit analysis, and selection of instrument followed by measurement and optimi-
zation. Instead agenda setting20 is the process of creating awareness and concern on
17
Meadows et al. (1974).
18
No Author (2015b).
19
Flanagan et al. (2011).
20
McCombs and Shaw (1972).
218 R. Layton
selected issues. This is achieved by leveraging the press and media (which does not
reflect reality but rather shapes and filters the news) as well as the media concen-
tration on a few issues which leads the public to believe that some issues are more
important than others.
Kingdon21 described the “policy primeval soup” as the policy process as an
evolutionary one that favors “policy entrepreneurs” which can exploit “windows of
opportunity.” Majone22 describes how policymakers use theory selectively after the
fact to justify favored policies; he rejects the difference between policy analysis and
advocacy, simply calling the combined a “policy innovation”, as all policies are a
mix of objective analysis, advocacy, and persuasion.
Borras and Edquist23 explore the selection of innovation policy instruments
across three dimensions including (1) selection of the suitable instruments;
(2) design and customization of the instrument; and (3) the design or mix in
which the instrument is to work. They observe that while countries may have the
same innovation goals, the micro-level policies may differ significantly. They cite
how ICT policy in Ireland, Israel, and Taiwan manifested itself in different ways in
the 1990s. Ireland focused on foreign direct investment; Israel supported R&D
through government grants; and Taiwan instructed the national institution to lead
R&D efforts and diffuse them through the country. They define the key instruments
as (1) regulatory; (2) economic and financial; (3) soft which are collectively the
“sticks, carrots, and sermons” of public policy.
The authors stress that policy instruments are not “neutral” and hence it is
important to select and customize the instrument which is appropriate to address
the actual problem. The highlight this as a means to identify which activity of the
innovation system that the instrument is supposed to address. The key activities
include (1) provision of knowledge inputs to the innovation process; (2) demand-
side activities; (3) provision of constituents; and (4) support services for innovating
firms.
They note that it is common for actors to disagree on the type of policy
instrument and how it should be designed. They note that when contestation is
fierce and widespread, that public governments and agencies should reconsider the
specific contents of the instrument or even the entire instrument. They describe that
instruments are frequently used to address a problem of low performance in the
innovation system. This conclusion could be important for the selection of hard
instruments for net neutrality, which are highly contested and litigated.
21
Kingdon (1993).
22
Majone (1989).
23
Borras and Edquist (2013).
1.1.1 Checklist for Good Regulation
As policy is created in a political context, it may be difficult to conduct evidence-

based policy because policymakers may be under tight political timeframes and
need to deliver “results”. As described, a policymaker may need to deliver the
policy first and the job of the researcher is to find the evidence for the decision after
the fact. Frequently the best the regulator can do is to “satisfice”,24 that is to pursue
the minimum satisfactory condition or outcome. When an evidence-based assess-
ment is not possible for whatever reason, the regulator can use a checklist to ensure
minimum standards are met. The checklist is as follows:
• Aligned with national laws and institutional goals
• Based on rational, comprehensive data and evidence—both quantitative and
qualitative
• Clearly states the reasons why it’s needed and the proposed outcome
• Provides a framework for achieving the outcome
• Concise, clearly communicated and widely understood
• Creates value and benefits with measurable outcomes
• Monitored, evaluated, and reviewed regularly.
1.2 Aligned with National Laws and Institutional Goals
While the first requirement may seem obvious, it is surprising how frequently rules
are adopted which do not conform to national laws, or at least that the regulated
parties believe they do not conform to the law. This could also suggest that laws are
ambiguous, leaving the interpretation to the courts or to legislators to improve when
updating statutes. As such, regulators should be sure that rules do not duplicate or
conflict with existing laws and statutes.
1.3 Based on Rational, Comprehensive Data and Evidence:

Both Quantitative and Qualitative
While it may seem obvious that data and evidence should inform policy, it is helpful
to review why. The basic reason to include data and evidence is to justify why a
policy will work or has worked. For example the top ten achievements in health in
the United State were each preceded by some kind of evidentiary investigation,
24
Simon (1956).
220 R. Layton
e.g. vaccines, prenatal screening, seat belt laws, limiting exposure to lead etc.25 To
be sure, telecommunications policy, like health, is based on a complex set of
scientific, economic, legal, social and political factors. All the same, there is too
frequently a gap between policy research and the policies that are enacted and
enforced. More than $30 billion annually in spent in the US on health policy
research, but health policy may or may not bear resemblance to the empirical
research. A review by Hartsfield et al. identified 107 model public health laws
covering 16 topics, but only 7 laws were based on scientific information (e.g.,
research-based guidelines).26
Policymakers should make a best efforts attempt to include data and evidence
and state its limitations. Similarly if they cannot include data and evidence, then
they should disclose the shortcoming.
1.4 Clearly States the Reasons Why It’s Needed

and the Proposed Outcome
Good regulation should clearly state the reasons why it is needed and the expected
outcome. No country’s net neutrality rules make a compelling articulation of either
of these goals. Open Internet verbiage tends to be esoteric and theoretical. No
regulator has offered an expectation of what the regulation should achieve in any
measurable fashion, for example more local start-ups, lower prices for consumers,
more investment etc. If anything, there is vigorous debate about how the policy
should work, whether the policy stimulates the expected domains, and to what
degree.
1.5 Provides a Framework for Achieving the Outcome
It is not hard to understand that regulation which fails to articulate its reason for
being and its outcome offers little in the way of steps to achieve the desired goal.
For example the FCC suggests that a “Virtuous Circle”27 governs internet innova-
tion and broadband investment, but there are no empirical tests for such a notion,
and there is vigorous debate about whether innovation comes from a utopian state
of net neutrality or whether broadband providers themselves support innovation
when they invest in networks, some combination thereof, or something else.
25
Centers for Disease Control and Prevention (CDC) (1999).
26
Hartsfield et al. (2007).
27
(2009).
When it comes to the mobile app economy, about 95% of the value of the mobile
app economy is concentrated in just ten markets.28 In general no emerging country
has experienced an increase in locally made mobile app innovation as a conse-
quence of the introduction of net neutrality rules. In fact, many nations have
declined, even in the small amount of apps they produce locally. It is not uncom-
mon for emerging countries to find that the traffic on networks goes overwhelm-
ingly to foreign made apps while only a fraction of traffic goes to locally-
made apps.
1.6 Concise, Clearly Communicated and Widely Understood
There is not a universally agreed definition of net neutrality. A variety of explana-

tions run the gamut between freedom and openness to price controls. Other con-
cepts have been proposed such as open access, common carriage, Anonymity,
Competition, Fairness, Innovation, User choice, Media pluralism, Freedom of
expression, and Free/zero price. Moreover the provisions of rules also vary widely
including no blocking/no throttling rules; restrictions on service level agreements
(also called “paid prioritization”), Interconnection requirements, Parental controls,
Security controls, Privacy controls, Data retention, User requested blocking, and
general conduct standards.
With so many interpretations, it is not surprising that there is debate about the
policy. Therefore policymakers should be explicit about which definition they use
and which assumptions they hold.
1.7 Creates Value and Benefits with Measurable Outcomes
An evidence-based policy requires a clear goal and objective means of measure-

ment. For example, it would be expected that net neutrality rules would reduce
blocking, but in order to show that, a baseline would need to be established, and
then instances of blocking would have to be disaggregated from legitimate network
practices such as blocking spam, illegal material and so on. The results would have
to be measurable and verifiable over time. Blocking could be beneficial or harmful,
and it could take place by a government, a service provider, or user.
28
Pon (2016).
222 R. Layton
1.8 Monitored, Evaluated, and Reviewed Regularly
Regulators have struggled on this front, but have not produced the definitive way to
measure the regulation. This is understandable given that other conditions are
frequently lacking (a sound base of evidence, clear formulation of the goals to be
achieved etc.).
The Competition Authority of Slovenia modeled how zero rating might impact
the marketplace, suggested that at most it amounts to only a few cents on a 30 €
monthly broadband bill.
Of all regulators, Ofcom has produced the most serious attempt, commissioning
a study of the various software applications purporting to measure traffic manage-
ment techniques. It concluded that none of them are reliable.
Two additional rules of thumbs for regulators that are helpful include
If it’s not working, stop doing it. If it’s not broken, don’t fix it.
1.8.1 Complementary Assets
Nations face pressure to make net neutrality rules but they should not necessarily
expect that such rules will lead to greater innovation, investment, or freedom. If
anything, internet policies should allow the sharing of complementary assets.29
Teece discusses a number of assets that must be in place before an innovation can
take root. They include marketing, specialized manufacturing, and/or after-sales
support. He divides the assets into generic, specialized, and co-specialized categories.
In the context of the Internet, HTML may be a generic asset, a language that allows
innovators to create websites. Just as a factory is needed to make shoes, a mobile
application needs a network. Thus a specialized asset may be an operating system that
runs on a mobile phone, such as Apple iOS or Android. A co-specialized asset may be
a 4G mobile network for the Apple iPhone, its complementary asset. Many iPhone
features can’t be realized unless the phone is connected to the appropriate 4G mobile
network.
Teece describes two requirements for profiting from technological innovation
(1) “appropriability”, how easy is it to leverage knowledge, ease of imitation,
intellectual property etc.; and (2) complementary assets whether generic,
co-specialized, specialized. Teece also distinguishes between invention and inno-
vation (ability to do something better than the state of the art), the latter of which
adds value to users and economy.
Teece describes two stages of scientific evolution, the pre-paradigm stage and the
paradigm stage. In the pre-paradigm stage there are generally accepted designs.
Ideas compete, and designs are fluid. In the paradigm stage, designs become
accepted, codified, and standardized. Once a design emerges as best, e.g. Model T,
29
Teece (1986).
IBM 360, or Douglas DC-3, competition shifts away from design to price. Scale and
capital then become important. Innovation can still occur, but may only succeed in
niches. This model tends to characterize large consumer markets with homogenous
tastes.
Mobile apps in developed countries have reached a state of maturity. There are
key platforms, use cases, business models, and so on. While a number of these
developed country apps are popular in emerging countries, their growth is limited
as internet penetration is low. Moreover, not all developed country apps are
appropriate in emerging country contexts. There are many needs, problems, and
challenges in emerging countries for which local country app developers are
innovating, and which local country designs, value propositions and business
models need to be developed. For example, Kenya-based M-PESA emerged
where there was a lack of a financial system. Today 9 million users transfer $320
million per month.30 See the author’s discussion of Facebook’s Free Basics for
other examples of complementary assets creating local innovation.
Few industries have the benefit of strong appropriabilities. Most of the time the
appropriability is weak, so the innovator needs a business model to make its
innovation known. In the pre-paradigm stage, innovators need to allow their designs
to “float” to get a market test to see whether it can work. Facebook, by offering a set
of tools and expertise, can help startups save valuable development costs in
adapting their application to first-time Internet users.
In the pre-paradigm stage, the focus in on the winning design. Production is low
(few users), so it doesn’t yet make sense to deploy specialized assets. There are no
scale economies, and price is not necessarily an issue. Once the design becomes
standardized, the importance of complementary assets takes over.
Marketing/distribution is a key complementary asset. Teece gives the example
of the 1980s PC market. Many companies made computers but few succeeded
because the scale required to sell to American companies required a large sales
force, retail space etc., so many companies partnered with large providers such as
IBM. IBM’s success in the PC market was related to its joining the complementary
assets with smaller firms. It made more sense for IBM to find asserts in the market
rather than to develop them in house. IBM’s asset relative to the generic inputs was
its strong brand which engendered credibility with customers and its formidable
marketing and distribution network. Small firms brought various assets innovative
computing.
Marketing is a type of complementary asset. For many firms the cost of getting
online is nominal: fees of hosting, storage, and servers. Where they face major
barriers may be competition from other content, applications, and services, not to
mention being findable on platforms such as search engines, social platforms, and
app stores. The practices of search engine optimization (SEO) and app store
30
Mas and Radcliffe (2010).
224 R. Layton
optimization (ASO) are designed to help companies and innovative applications

overcome these intermediaries. Without Free Basics for example, first time users
would have to expend high search costs in data subscriptions and electricity to find
relevant content.
The ability to make a marketing partnership is also explained by the concept of
user acquisition cost. Called the “startup killer”,31 it is the leading reason of failure
for startups. For most startups the cost to acquire users exceeds the long term value
of monetization. Anything that can be done to reduce the user acquisition cost can
greatly improve a startup’s viability.
2 Consumer Choice
Net neutrality policy asserts that homogenous transmission delivers homogenous

fidelity of applications. In point of fact however the total quality of a user experi-
ence is related to a number of factors, including a few significant ones that are
outside the network operator’s control—namely, the terminal device and the appli-
cation’s configuration both by the user and the application’s publisher.32 The
regulator may unwittingly degrade user experience by inserting himself between
the end user and the broadband provider.
At a minimum, price, quality, service, safety, and durability are a few of the many
possible elements that a consumer could optimize to improve experience, but a
regulator wrongly regulates broadband by focusing on speed. Indeed, it is mislead-
ing to suggested that speed is the appropriate metric to measure broadband. In fact,
speed may be the least important metric when it comes to a quality user experience.33
Net neutrality rules could deter consumers from pursuing the arrangement that
could help them improve their broadband experience. For example, broadband
providers are willing to offer free or sponsored broadband access at reduced cost;
but net neutrality rules challenge consumers’ freedom to try such options by
scrutinizing the offers and threatening providers.34 Quality guarantees could be
enabled through prioritization and service-level agreements if such contracting
were not banned by the Open Internet rules.35 Safety is an increasingly important
area that requires new internet architecture and more active blocking of malicious
data; that too can violate Open Internet principles.
Imagine if consumers could define their preferences for broadband the way they
can for Uber. They might request different levels of quality given the type of
application they use (currently banned by rules that prohibit throttling and paid
prioritization); they could request to share the connection’s cost with the content
31
Skok (2009).
32
Stocker and Whalley (2017).
33
Hurwitz and Layton (2014).
34
Brandom (2017).
35
Layton (2016a).
provider [Open Internet rules protect the online advertising industry from compe-
tition from broadband providers36]; or they would consume more broadband that
was bundled and prepaid with devices (currently deployed in Tesla’s cars, which
are shipped with a sim card that zero-rates the music-streaming services Slacker and
Spotify). This kind of bundling makes a lot of sense for the use of connected
devices, but it does not register on the regulatory radar screen, which is calibrated
to measure just one metric.
One distressing feature of many net neutrality regimes is that consumers are
forced to value all content equally through regulatory preferences for speed tiers
and flat-rate pricing. Aside from the inefficiency this creates for consumers, this is a
particular affront to those with moral and religious objections to pornographic,
violent, and other offensive material. For instance, adult material is estimated to
comprise some 10–12% of the internet.37
Another unintended consequence is that net neutrality could force users to
subsidize sloppily designed advertising, which devours data.38 Users have little
knowledge of how much of their internet connection is devoted to advertising
versus the actual content they want to consume. In the case of mobile, online
advertising can consume up to 50% of a subscription,39 and some reports put the
number as high as 80%.40 Users are effectively forced to subsidize the delivery of
advertising to their mobile devices, which is indistinguishable from the actual
content the user wants. It is not surprising that the popularity of ad blocking has
grown.
The ad-blocking market is large and growing, as consumers use these tools as a
form of digital self-defense.41 The sheer volume of ads and their poor design create
disturbances in network traffic flows, congesting networks and forcing traffic
management that would not be needed had ads been designed better.
While blocking unwanted content at the end user’s device is one method, it is not
ideal. The actual recommended practice of implementing fine-tuned firewalls and
network access lists is to block at network boundaries,42 as close to the content
source as possible.43 Such configuration saves network capacity used by data that
will ultimately be discarded at the user device, so data users are not forced to pay for
data they do not use. In wireless networks, saving capacity also saves scarce
spectrum for the customers’ actual desired use. The resulting efficient utilization
of network capacity makes for a better user experience.
36
Layton (2016b).
37
Hussey (2015).
38
Hurwitz and Layton (2014).
39
Parmar et al. (2015).
40
O’Reilly (2015, 2016). This article suggests between 18 and 79% of mobile broadband data go to
advertising.
41
Tranberg and Heuer.
42
Scarfone et al. (2009).
43
Odom (2013).
226 R. Layton
Traffic-flow disturbances can also be security events (such as denial-of-service

attacks). Thus, network refusal of misbehaving traffic is most effective close to the
source as well. Clearly the most effective data-refusal solutions are implemented at
the network level. This is why users appreciate that ISPs block spam, malware,
viruses, and other offending data at the network level, even though net neutrality
demands that ISPs not block traffic.
Not only are some ads irrelevant and unwanted to users, but a number may be
infiltrated with “malvertising,” the malicious practice of embedding malware
within legitimate advertising (or even running parallel to legitimate advertising44),
which can infect users’ systems without users even clicking on the ads. Such
fraudulent and flawed advertising is responsible for $8.5 billion in lost advertising
revenues annually.45
3 Conclusion
Any policy, including net neutrality, needs to be embedded in the proper institu-
tional, social, political, and cultural environment. The degree to which a policy
succeeds is a function of the quality of key inputs: the relationships of learning
institutions, R&D, transnational networks; human capital; investment; and infra-
structure (defined broadly). It will also be dependent on the linkage between the
policy, the industrial objectives, and the social objectives.
There has been an important evolution in the view of ICT in developing
countries. The pre-2000 view was related to industrial production, ecommerce,
business process outsourcing. Today the prevailing view is that ICT facilitates
poverty reduction, e-education, egovernment, telemedicine, e-agriculture etc.
There is no doubt that ICT has helped countries on the industrial side; the oppor-
tunity now is on the social and human development side.
ICT infrastructures are quasi-public goods and creating them requires large
investment. The extent to which a country can benefit from ICT depends on the
quantity and quality of its human capital. Education therefore holds the key to a
country’s ICT development and diffusion. Typically policies may be well-
developed but fail in implementation. There is a need for bottom-up rather than
top-down strategy in achieving wider ICT diffusion. It is imperative to address root
causes for unsatisfactory results of ICT for development programs such as poor
access to ICT, obstacles to computer literacy, and failure to “localize” ICT contents
and applications.
44
Trend Micro, “Malvertising: When Online Ads Attack,” March 19, 2015, http://www.trendmicro.
com/vinfo/us/security/news/cybercrime-and-digital-threats/malvertising-when-online-ads-attack
45
Interactive Advertising Bureau, “Digital Ad Industry Will Gain $8.2 Billion by Eliminating Fraud
and Flaws in Internet Supply Chain,” December 1, 2015, https://www.iab.com/news/digital-ad-indus
try-will-gain-8-2-billion-by-eliminating-fraud-and-flaws-in-internet-supply-chain-iab-ey-study-shows
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Roslyn Layton, Ph.D., helps regulators develop evidence-based

policy and regulation for the telecommunications and technology
sectors through empirical research. She served on the President
Trump’s Transition Team for the Federal Communications Com-
mission (FCC). She is a fellow at the Center for Communication,
Media, and Information Technologies (CMI) at Aalborg Univer-
sity in Copenhagen, Denmark, and the American Enterprise Insti
tute. She holds a Ph.D. from the Doctoral School of Engineering
and Science at Aalborg University in Denmark, an M.B.A. from
the Rotterdam School of Management and B.A. in international
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com.
Part VI
Startups and Small Enterprises
Start-up Boom in an Emerging Market: A
Niche Market Approach
Aidin Salamzadeh
Abstract Startups, as an integral part of any entrepreneurship ecosystem, play a

critical role in the success of emerging markets. Without these entities, less niche
market opportunities are prone to be explored and exploited. In recent years, startup
boom is happening in most of the emerging economies, and the startup ecosystem is
shaped to some extent in different countries at this level of development. Then, in
this chapter the author tries to elaborate the startup ecosystem in general, and
investigates the startup ecosystem in an emerging economy, i.e. Iran. Then, a
classification of the existing niche market opportunities which are explored and
exploited by Iranian startups is presented. Finally, the chapter concludes with some
remarks and directions for future research.
1 Introduction
Start-ups are becoming an integral part of any emerging economy, especially in the
last decade. However, the transition from a traditional market to an emerging one
entails several changes in institutions, paradigms, perspectives, as well as behaviors
of individual actors (Khajeheian 2017). This trend is an inevitable part of any
emerging economy (Doshmanli et al. 2017; Salamzadeh and Kirby 2017). Emerg-
ing markets, which are explored and exploited by a variety of actors,
i.e. entrepreneurs or enterprises, provide a fertile ground for those who search for
unique opportunities (Prashantham and Yip 2017). In such markets, typically, an
opportunity pool exists along with a series of entrepreneurs, in which the
individual-opportunity nexus begins to take shape (Renko and Freeman 2017).
Since entrepreneurial mindset navigates this movement, such markets become
more volatile and first movers could take advantage of these circumstances (Sparks
2016). Moving forward, without considering these facts, would lead to the failure of
those who interested to be a part of this movement.
A. Salamzadeh (*)
Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
e-mail: Salamzadeh@ut.ac.ir

234 A. Salamzadeh
In most cases, there are several important affecting factors in shaping emerging
markets, among which start-up teams are of paramount importance. Start-up teams
are generally formed to address a unique need in a niche market (Salamzadeh and
Kawamorita Kesim 2015). In fact, these entities are created by their (co)founders in
order to exploit an opportunity that is identified or created in a niche market (Gupta
and Shapiro 2014; Picken 2017). Indeed, start-ups are different by their nature or
aim, but their creation is almost similar. Emerging markets around the globe had
experienced/are experiencing the evolution of these entities (Quinones et al. 2015).
The dotcom boom in early 2000s was a generally accepted experience which
brought several changes into the state of the markets (Henderson 2017). This
boom had a lag in less developed economies; however, afterwards it was realized
in several emerging economies, such as Iran (Salamzadeh and Kawamorita Kesim
2017). Since start-ups are mostly shaped in the field of ICT, the emergence of
dotcom boom is normally correlated with appearance of these entities.
Iran, as an emerging economy, has undergone several changes in the last decade.
The start-up ecosystem is becoming more mature and key players are making more
contribution in this ecosystem (Salamzadeh et al. 2017). A significant number of
start-ups are supported by several support mechanisms, while others emerge inde-
pendently. Therefore, the ecosystem is improving very fast and the niche market
opportunities are explored and exploited by different players in the market (Rezaei
et al. 2017). In this chapter, the author tries to explain the startup ecosystem in
general, and provide an integrated view of such an ecosystem in an emerging
economy with several emerging market opportunities. Then, in order to have a
big picture of the current state and to visualize future scenarios, startups involved in
designing and managing today’s ecosystem is discussed.
2 The Start-up Ecosystem
A start-up ecosystem is shaped by individuals, startups in their various stages and

various types of firms in a certain (physical or virtual) domain, which interact as a
system in order to create and scale up the new start-up firms (Gobble 2014). Any
typical startup ecosystem has several key players, including individuals, teams, support
mechanisms, initiatives, officials, unions, etc. Without a doubt, evolution of such an
ecosystem is highly dependent on the actions taken by its players, and how those
entities interact to create value (Cukier et al. 2015). The start-up ecosystem is a vast
area where entrepreneurs run wild but it is still very much controlled than it has to be in
most of the countries. To some scholars, in several countries, the startup ecosystem is
not yet entirely developed and some areas are not covered at all, while some of the
other areas may be insufficiently covered (Barilli 2015; Wallin et al. 2016).
In fact, any start-up ecosystem could be classified under its entrepreneurship
ecosystem which includes more parameters, including those related to the top-down
strategies of the governments; while the startup ecosystem mostly deals with the
bottom-up tactics used by start-up owners (Fernández Fernández et al. 2015). Then,
Start-up Boom in an Emerging Market: A Niche Market Approach 235
it seems that a start-up ecosystem is more agile and also fragile than its entrepre-
neurship ecosystem as it is based upon decisions of single players who do not stand
still to interact, but instead in most of the cases act proactively (Motoyama and
Knowlton 2017). Therefore, the startup ecosystem is a rapidly and continuously
evolving and changing environment. The followings are the most important players
in this ecosystem:
– Startups: Startups are at the center of this ecosystem, which are considered as the
key players. In fact, these entities act and interact proactively in the ecosystem.
On the other hand, start-ups are the main entities influenced by other players. In
most of the cases, the failure or success of the startups is related to the way they
interact with others (Hauert 2016).
– Support mechanisms: Most of the startup ideas/teams are financed and supported
by the founders, or their families and friends, at the first place. However, it does
not take long for them to reach a point that they need more support. Support
mechanisms are so diverse, ranging from angel investors to joint venture agree-
ments. Among these mechanisms, the followings are more frequently used:
angel investors, venture capital funds, banks, small business development cen-
ters (SBDCs), incubators, accelerators, co-working spaces, and the like
(Salamzadeh and Kawamorita Kesim 2017).
– Research institutions: Research institutions are very important as they provide
startups with critical information to establish and run their business. Research
institutions provide startup owners with required information to identify and test
the niche markets, to determine the market segments, select the key partners, and
more generally to understand which business models might be more interesting,
efficient and effective in their context (Oh et al. 2016).
– Universities: As most of the startups are created by young entrepreneurs who are
studying in a university or are recently graduated students, universities become
so important (Davila et al. 2015). Moreover, universities are considered as
potential talent pools in which potential co-founders are identified. Startup
workshops, events and competitions are normally arranged in universities
(Oppong-Tawiah and Chan 2016). Normally, startup teams include a talent
pool of university graduates, then what these individuals learn in universities
become more important.
– Service providers: Start-up teams use several services to ideate, generate new
business models, and to run their business (Hernández and González 2017).
Then, there must be several service providers to answer their needs. In this
group, mentors, coaches, trainers and other actors are also included (Renzi et al.
2015).
– Large companies: Although start-up companies deal with certain ideas to enter
into some niche markets, large companies might highly affect their performance.
In fact, large companies might affect the process of opportunity exploitation of
startups, by investing too much money in order to become a leader. Also, some
startups join large companies to take advantage of their market position and
potentials (Yang et al. 2014).
236 A. Salamzadeh
– Infrastructure: The context and the infrastructure are also important elements in
any startup ecosystem. Albeit, the failure or success of a startup company is
highly dependent on its founders’ decisions, sometimes the contextual elements
and infrastructures stop startup companies on their way to success (Audretsch
et al. 2015; Khajeheian 2013).
– Government: Governments are so critical in shaping the ecosystem as they
regulate the interactions by different rules and regulations. If they fail to support
the startup ecosystem, their failure will be inevitable. On the other hand, their
support will absolutely pave the way for those who intend to establish their own
startups (Berger and Kuckertz 2016).
The following figure presents the big picture of a typical startup ecosystem. As it
is shown in the figure, there are eight key elements in such an ecosystem, which are
elaborated earlier. It should be noted that there are several interactions among these
elements, and the closer these elements become, the more dynamic the whole
ecosystem will be (Fig. 1).
Startups
Support
Government
mechanisms
Startup Research
Infrastructure
Institutions
Ecosystem
Large
Universities
Companies
Service
Providers
Fig. 1 The startup ecosystem (Source: Author’s elaboration)

3 The Start-ups Ecosystem in an Emerging Market
According to the existing evidence, it seems that in terms of opportunity, as one of

the largest emerging markets in the world, Iran’s startup ecosystem is promising.
However, transition from a traditional market approach to an emerging market
approach was not an easy task, which happened in the Iranian entrepreneurship
ecosystem (Salamzadeh et al. 2017). Similar to the rest of the world, the ecosystem
started to grow in the last two decades. From 2005 onwards, by achieving several
improvements in the field of ICT and preparing the infrastructure, ICT-based
startups started to appear in the ecosystem. It should be noted that the last 5 years
were so critical, as some of the main sanctions removed and the Iranian government
opened new windows of opportunities for foreign investors. Therefore, foreign
companies entered into the market and changed the roles of the game (Salamzadeh
and Kawamorita Kesim 2017; Sarfaraz 2017).
The startup ecosystem was highly affected by the movements of foreign inves-
tors, slowing down the rate of brain drain, improvement of entrepreneurial spirit
among Iranian students and university graduates, returning of the well-known
Iranian startup owners from abroad, holding the startup weekend events, and the
like (Semati et al. 2016). In sum, the ecosystem changed to a great extent, and thus
the players started to act proactively. At the same time, the government and
universities became obliged to follow the entrepreneurial insights included in the
national goals and plans (Akbari and Alipour Pijani 2013). Moving toward entre-
preneurial universities was another initiative that facilitated this transition (Guerrero
et al. 2014, 2015).
The number of startups is growing everyday and the startup boom is happened
evidently in the country. Meanwhile, several private and public entities are working
closely with those startups to facilitate their performance. For instance, the ICT
Startups Empowerment and Facilitation Center (ISEFC)1 is established to help the
players in the ecosystem, especially the startups (Salamzadeh et al. 2017). At the
same time, several support mechanisms are present in the ecosystem. Currently,
more than 55 startup accelerators, more than 10 unofficial and official venture
capital funds, several incubators, science parks and technology transfer offices exist
in the ecosystem2 (Salamzadeh and Kawamorita Kesim 2017).
Research institutions and universities are also moving forward to achieve entre-
preneurial goals and therefore are willing to help startups. Entrepreneurial mindset
was mainly shaped in entrepreneurial events held by universities for young potential
entrepreneurs (Cheraghi 2017). In addition to this, several service providers are
offering a variety of services to startup companies. These services are ranging from
consultancy services to fundraising. Large companies are also focusing on supporting
startup opportunities, since they noticed that their survival is tied to exploiting such
opportunities (Ebrahimi et al. 2015; Khajeheian and Tadayoni 2016). However, still a
1
http://www.ictstartups.ir/en
2
As of July 15th 2017.
238 A. Salamzadeh
significant number of large companies fail to understand the importance of startups

and try to insist on their own insights. Finally, the government and infrastructure are
more ready to help startup companies than ever before. The following figure shows
the Iranian Startup Ecosystem, as depicted by ISEFC (Fig. 2).3
4 Niche Market Opportunities: Exploration

and Exploitation
Generally speaking, there are three types of market: (i) existing market,
(ii) resegmented market, and (iii) new market (Blank 2012). The following table
shows the details of these three market types. To these three markets, one might add
the Clone market (Blank 2017). In this study the author considers four market types.
As one could see, each of these markets might be interesting for each of the startups.
However, the resegmented market is the one in which niche market opportunities
would be present. Then, most of the niche market strategies would win, while a
minority of them might fail in a resegmented market (Table 1).
According to a general review of the 1335 startups registered4 in the ICT
Startups Empowerment and Facilitation Center (ISEFC), as one of the main data-
bases, one could see that more than one third of the registered ideas did not turn into
any startup companies. In addition, among those startups, more than one-fourth of
them are dealing with clone markets. More than half of the startups are focused on
the existing or new markets, while less than one-fourth of them considered
resegmented markets. It is interesting to know that most of the accelerators also
invest on the startups which focus on clone markets, and mostly angel investors are
prone to invest on resegmented marketing plans for niche markets (Johnson 2004).
It is seems evident that most of the investors might be afraid of investing on niche
market strategies, since they would be afraid of losing their money; while investing
on clone markets seems to be more reliable (Cohan and Rangan 2006; Verhoeven
and Johnson 2017). One should note that however this belief might look logical, it is
not true in most cases.
Based on the statistics of this center, rate of exploring new business opportuni-
ties is four times higher than the exploitation rate, which shows the dynamics of the
startup ecosystem (Mack and Mayer 2016). Niche market opportunity exploration
rate is, however, lower than the total rate. As the ecosystem is young, it is inevitable
that clone markets might be more interesting for those who would like to run a
startup. But, it seems that the more mature the ecosystem becomes, the more its
players work on the niche market strategies (Parrish et al. 2006). Existing market
opportunities are also explored and exploited by some of the players of the market;
mostly who are trying to make the transition from a traditional business to a modern
startup.
3
4
Fig. 2 Iranian startup ecosystem (Source: ISEFC)

240 A. Salamzadeh
Table 1 Types of markets (Blank 2012, 2017)

Existing Clone
market Resegmented market New market market
Customers Existing Existing New and new usage New
Customer Performance Cost; Perceived need Simplicity and New Idea
needs convenience already
proved
overseas
Performance Better/faster Good enough at the low Low in traditional Good enough
end; Good enough for attributes, improved for local
new niche by new metrics market
Competition Existing Existing incumbents Non-consumption and None; For-
incumbents other startups eign
originators
Risks Existing Existing incumbents; Market adoption Cultural
incumbents Niche strategy fails adoption
5 Conclusion
Startup boom has happened in the mid 2000s in the Iranian entrepreneurship
ecosystem. By the advent of startup ecosystem and its initiatives, the ecosystem
has grown and today the level of maturity of the ecosystem is so much higher than it
was before (Salamzadeh et al. 2017). In this chapter, the startup ecosystem and its
key elements are discussed. Then, the ecosystem in an emerging economy, i.e. Iran,
is elaborated. Finally, the four types of market (Blank 2017) are explained and the
current status of the markets on which Iranian startups has focused is generally
depicted.
Future researchers might break the elements down to scrutinize the startup
ecosystem in Iran quantitatively and in more details. Moreover, it is recommended
to analyze the data according to different databases, although the ISEFC’s database
seems to be the most extensive and reliable one among others. In addition, deter-
mining strategic approaches for startups working on each of the mentioned markets
could result in interesting findings. If niche market strategy is followed by a typical
startup, then it would be easier for its founders to understand the chance of success
or failure according to the prescribed strategies. Moreover, it will be useful to
investigate the configuration of startups based on their approach toward market.
It should be noted that the present chapter only dealt with ICT based startups.
Therefore, other types of startups are not considered in this chapter. Maybe future
researchers could extend the study to other domains such as cognitive science,
nanotechnology, biotechnology or the like (e.g. see Wagner et al. 2006; Ghazinoory
et al. 2012; Salamzadeh and Kawamorita Kesim 2017). But, one might put in mind
that there are currently limited databases of such startups in Iran. However, the
departure point could be the outputs of the existing accelerators of biotechnology
based startups or the database of Nanotechnology Development Fund, for instance.
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Aidin Salamzadeh is a Ph.D. researcher in entrepreneurship at

the Faculty of Entrepreneurship, University of Tehran. He has
several publications in international journals and participated in
national and international conferences in some countries. His main
areas of interest are startups, new venture creation, entrepreneurial
universities, social entrepreneurship and entrepreneurship policy
making. He is the editor in chief of the Journal of Entrepreneurship,
Business and Economics (JEBE) in Canada and serves as a member
of the editorial board in some journals such as Journal of Women’s
Entrepreneurship and Education (JWE) in Serbia and collaborates
as a reviewer with some journals in other countries. He is also a
member of the European SPES Forum (Belgium), the Asian Acad-
emy of Management (Malaysia), the Institute of Economic Sci-
ences (Serbia) and the Ondokuz Mayis University (Turkey).
The Challenges of Firms in Iraqi Kurdistan
Economy in the Light of Strategic
Acquisition Theory
Ahmed Omar Bali and Hadi Zarea
Abstract Businesses have faced a range of international developments and threats

over the past years, and technological changes and intense competition in different
societies have posed a threat to their survival. This has led to improvements in
businesses during recent years with an emphasis on their competency. On this basis,
the present study attempts to examine and analyse economic transaction cost,
strategic acquisition, efficient media market theories and the role of intermediary
companies in the businesses in the Kurdistan region. A qualitative method was
adopted in this study using open, in-depth interviews with 17 business managers the
in tourism industry of the Kurdistan region. The results indicated that with the
development of global brands and the appearance of intermediary companies,
outsourcing affairs were delegated to these companies and, as a result, the costs
associated with the execution of these projects have decreased. The interviewees’
emphasis on the development of governmental infrastructures and the growth of
intermediary businesses helped to complete and expand on the examined theories.
1 Introduction
Following the fall of Saddam Hussein in 2013, which led to the lifting of economic
sanctions, the economy of Kurdistan has been semi-independent for years now,
with the Baghdad government deciding to devote 17% of the Iraqi budget to this
region. Due to oil revenues, the budget of Iraq increased rapidly as a whole, and this
influenced the Iraqi Kurdistan budget. However, in April 2015, the Kurdistan
Regional Government (KRG) started to make its economy independent from
Baghdad through direct exportation of their oil. More than 95% of the budget of
Iraq, with Kurdistan included, comes from oil exports, indicating that the majority
A.O. Bali (*)

University of Human Development, Sulaymaniyah, Iraq
e-mail: ahmed.abdullah@uhd.edu.iq
H. Zarea
Khaneh Ketab Institute, Tehran, Iran

246 A.O. Bali and H. Zarea
of necessary goods are imported, and people consume a diversity of services which
are provided by global enterprises and foreign departments. Many foreign firms
have, accordingly, opened their own branches in Kurdistan and other foreign
companies have entered the Kurdish markets via local firms that provide interme-
diary services and create an engagement between local clients and global markets.
Many local business ventures have emerged with a share in the new global market
and this trend coincides with the government’s policy, which is becoming more
open towards global products and services.
A major problem facing business entrepreneurship, however, is a lack of knowl-
edge about business management, particularly in the developing countries
(Khajeheian 2013). Although many small ventures have emerged in Iraqi Kurdistan,
there is currently no research addressing this phenomenon. This indicates a consid-
erable gap between the development of business in practical terms, with practi-
tioners driving new ventures, and scholars’ contributions to the understanding and
analysis of this phenomenon. The outcome of this study provides a guide to
understanding the entrepreneurial firms and their successful operation.
To accomplish the entrepreneurial firms, the present study investigated the role of
social media in the management of innovation costs was examined. Next, the role
of big companies in supplying resources and carrying out transactions and the role of
small companies in innovation was examined based on the strategic acquisition
theory, in the context of businesses of the Kurdistan region. Subsequently, the role of
intermediary companies in connecting small and big companies and their role in the
decrease in Kurdistan’s businesses were investigated, drawing on Khajeheian and
Tadayoni’s (2016) study. Finally, efficient media market theory was also examined
in terms of whether efficient market with a sufficient number of intermediary
companies can be effective in growing small companies’ and large companies’
access to innovation.
2 Theoretical Consideration
This research tries to investigate and analyse four models and theories that have
been proposed to explain small and medium firms’ opportunities to have a stake in
the new global markets, with a particular focus on the economy of Iraqi Kurdistan.
It will also examine the emergence of small and medium entrepreneurial enterprises
that act as an intermediate actor between the large foreign firms and internal
markets. We test the theories by conducting qualitative research on the Iraqi
Kurdistan economy to clarify and explain them in this environment:
1. Transaction cost economics: In answer to the question of why a corporation,
whose task is to allocate resources, is created despite the allocating structures
like the market, and the question of why all the transactions are not organised
within a unified corporation considering it can be responsible for allocation of
resources, Coase (1937) stated that the market mechanism is costly. This means
The Challenges of Firms in Iraqi Kurdistan Economy in the Light of. . . 247
that the costliness of a resource allocation mechanism prepares the ground for
the appearance of other resource allocation mechanisms. Any method of
resource allocation requires a contract, and in any contract there is a risk of
violation and, eventually, the inevitable transaction cost. Finally, for allocation
of resources and transaction obligations, a mechanism that incurs the least cost
for transaction is used.
2. Theory of strategic acquisition: The large firms mainly have an established
reputation, history and capital requirements. However, they often find it chal-
lenging to prompt and encourage the innovation which will save the business,
particularly in the age of advanced communication technologies which are
characterised by frequent and rapid changes on the market. To save the business
and keep abreast of changes, innovation is more sought after than ever. This
provides more opportunities for small firms to have a share in the market through
their innovation, particularly as small firms are flexible and more likely to be
innovative. Day et al.’s (1993) point is developed and represented in a theory of
strategic acquisition which is attributed to Eliasson and Eliasson (2005). They
pointed out that large wealthy firms are more complex in terms of organisational
structures and have difficulty in fostering radical changes and thus have limited
innovative capabilities, but they have strong operational abilities and provide
good access to resources (Eliasson and Eliasson 2005). Conversely, small firms
have limited operational efficiency and capital, and cannot hope to dominate the
markets, but they are highly flexible and innovative.
3. Theory of efficient media markets: Khajeheian (2013) expanded on the theory of
strategic acquisition. He noted that an efficient market can provide a possibility
for matching large and small companies through intermediator actors. Though
small enterprises have an advantage in innovation and large companies have
competencies in operation and access to resources, facilitators combine these
advantages and create new opportunities by bridging small and large companies.
Based on this theory, innovations come from small enterprises (including indi-
viduals and users) which are developed by large companies. The large compa-
nies in a developed economy are powerful and more likely to dominate the
global markets. However, empirical research has found that emerging econo-
mies can play an active role in new global market opportunities. Khajeheian
(2014) suggested that every country, including developing countries, has its own
opportunities and challenges in media entrepreneurship, which should be viewed
as distinct from each other. In recent research about new startup ventures,
nevertheless, Salamzadeh and Kirby (2017) found that this theory faced contra-
dictions, particularly in relation to the new ventures. They maintained that the
individual environments, trends and phenomena should be studied at macro,
meso, and micro levels to provide more depth and strengthen the theory.
4. The role of intermediators in strategic acquisition theory: Khajeheian and
Tadayoni (2016) developed the theory further by considering the capability of
small and medium firms in acting as intermediators in contract. By doing so, they
can secure their own stake and participate in the global market. They found that
the facilitators manage small and medium entrepreneurs to present their
innovation and values for large firms. They also suggested that the facilitator relies
on their history, record of success, trust and their capacity to access innovators, as
these factors represent their best chance of gaining a better contract.
3 Method
Given the nature of the present study, a qualitative design was adopted. A case study is
unique when the ‘research object’ cannot be different from the context, and even more
so if the context boasts unique richness (Yin 2003), as is the case in this study. The
overall goal is to examine the mentioned theories by focusing on the opportunity for
small firms to have a stake in the new global markets. The main data-collection method
for the present study was face-to-face interviews. A total of 17 interviews were carried
out, as presented in Table 1: ten with top managers of flight and tourism industries, and
seven with managers representing foreign corporations (all importing products from the
global markets based on special requests). The interviewees were from two large, two
medium and five small flight and tourism industry firms, and the rest of the inter-
viewees were from two small and three medium online shops which imported products
from the global markets. The strategy for the interviews followed that of McCracken’s
(1988) long interview, centring on creating a few constructive and qualitative inter-
views, rather than trying to complete as many interviews as possible. The interviews
were conducted at the end of June and during July, 2017. Most of the interviews took
place in a meeting room at the university campus so that, if required, the participants
could have easy access to a PC, laptop, tablet or other devices they normally use for
gleaning information or reviewing their company information. The interviews began
with a brief explanation of the nature and overall purpose of the research and an
assurance of confidentiality. Participants were asked to talk about the company in
general, the market atmosphere, economy pressure and other factors influencing their
business. Each interview lasted between 50 min and 2 h, and all were transcribed
immediately after they took place. Data collection and analysis progressed in an
iterative manner. A combination of values coding was used in the first stage to identify
interviews related to SMEs which have a stake in the international market. Once all
data had been mattered to open coding, second cycle axial coding was controlled to
clear the initial codes, remove dismissals and look for connections in order to consol-
idate themes in the data. Coding was carried out by the researcher; an independent
researcher checked the final coding scheme to ensure integrity.
4 Findings
We present the key findings from the interviews in the following sub-sections and
provide a summary in Table 2.
When analysing the obtained codes, it is clear that lower costs were frequently
mentioned in the interviews with regard to the role of intermediary companies. The
Table 1 Research participant

No. of Position in Age of Size of Type of
Participant company company company company
Participant 01 Manager 4 years Small Flight and
tourism
tourism
Participant 03 Manager 5 years Medium Flight and
tourism
Participant 04 Manager 5 years Medium
tourism
tourism
Participant 07 Manager 5 years Large Flight and
tourism
Participant 08 Manager 7 years Large Flight and
tourism
tourism
tourism
Participant 11 Manager 7 years Small Online shops
Participant 13 Manager 5 years Medium Online shops
Participant 16 General manager 8 years Medium Online shops
Participant 17 General manager 7 years Medium Online shops
fact that intermediary companies have been influential in their production process
can be traced to their reduction of the costs of providing services or products in the
Kurdistan region. For example,
Our intermediary firms cost less compared to new company branches (Participant 01, Par-
ticipant 03).
As usual, the local people and employees are familiar with the local lifestyle and
they are able to adapt to the environment and manage their expenses and business
with lower costs the foreign employees. Also, the foreign employees’ incomes play
a key role in meeting their salary expectations in the host country. In hence, if the
local employees have the same experience with the foreign employees in rich
countries they are more likely to replace them because they are willing to work
with lower payment comparing to the foreigners’. Further, the firm owners can find
local employees with lower salaries because there is not a standard to determine the
minimum hour wage in Kurdistan. Alongside this, the entrepreneurial firms can
afford to start out with a small budget (Khajeheian 2013), making only small profits
in the beginning. Communication technology’s changes, particularly the rise of

social media, have facilitated MSEs’ publicity, promotion, identifying target cus-
tomers, and analysing competitor’s behaviourial. Thanks to the internet, all of this
can be done easily and quickly with low costs and using flexible methods. It was
mentioned that:
There is strong competition between companies and the marketing here is crucial and we
have better experience and we are knowledgeable about our environment, markets and
customer trends, compared to foreign employees (Participant 05, Participant 06).
The interviewees strongly emphasised the role of large companies in conducting

transactions and providing access to resources. Furthermore, reflecting on the
organisational structure of these companies, issues that were within the field of
activity of these companies are delegated to external companies. It was asserted
that:
Most business people who have a good capital prefer not to invest in tourism because they
are looking to invest in a field that earns big money and quickly. For example, housing,
which is not organised and where the business people have exploited customers (Participant
07, Participant 08).
The participants pointed out that the large corporations have many challenges in
accessing and maintaining their business branches in the developing countries and
poor economies, due to operational costs and risk. The income in poor economies
and developing countries is lower than compared to the developed economies. The
cost of marketing processes, including conducting research about consumer trends,
costs more when done by local employees than if they are done by foreign
employees. One of the interviews stated that:
Before the last decade most of the flight companies were reliant on their employees, but
now, local people have started to get experience in flight and tourism service (Participant
The local entrepreneurs take the responsibility for whether their new entrepre-
neurial ventures succeed or not, while the foreign corporations only deal with those
which succeed, but don’t offer any compensation to unsuccessful ones. This pro-
tects the large corporations from the risks involved when opening new branches. It
was pointed out that:
Recently the foreign companies withdrew their employees and they started to close their
branches because we can provide the service to those companies instead (Participant
Social and personal relationships play a big role in Kurdish society’s markets, Kurdish
customers prefer to be served by their friends and relatives. This helps the local people to
start up new enterprises because they believe that they will have a few customers at least
and this reduces the risk possibilities (Participant 16, Participant 17).
The lack of security and political and economic stability in many developing
countries causes serious obstacles. Large corporations try to avoid the risks expected
in these markets. Conversely, local firms can adapt to their environment, such as by
forming alliances with local authorities through legal procedures. Importantly, this
will not have any impact on the large corporations in terms of the expected losses, or
their responsibility and reputation. This allows the local firms to fill the gap and play
an intermediary role in establishing connections with the markets. Thus, the local
firms have to compete for contracts with the large wealthy corporations; in other
words, the entrepreneurs and innovators in the local markets have a challenge to start
up successful ventures which are based on strategic acquisition. For example:
Most foreign companies are willing to deal with us because we are able to attract customers;
if one company rejects us we can find another. They are willing to deal with us and provide
us with products and services at a discount. Following this, we can keep our share and stake
in the markets, because there is competition (Participant 13, Participant 17).
There are a large number of intermediary companies that transfer innovation

from small companies to big companies in the Kurdistan region, but due to cultural
issues these intermediary companies do not have enough efficiency. It was men-
tioned that:
We are more knowledgeable about the habits and patterns of our customers and the obstacles
raised by political party leaders against new business (Participant 14, Participant 15).
The above quote refers to how the market in Iraqi Kurdistan generally is not
welcoming towards new enterprises because the market has been monopolised, and
local entrepreneurs may have more chance of adapting to the corruption and finding
the opportunity to run and keep the business through utilizing lobbying. This
situation indicates that the political environment does not encourage new enter-
prises to start up because the government does not facilitate for them, and curbs
them through monopolising the market through the companies owned by the two
political parties and the other companies who share with them. With all these
restrictions, some young people seek to start up new businesses because they are
suffering from unemployment. This can be seen in the following codes:
Recently young people have started to look for jobs in the private sector or are creating their
own jobs because they believe that the government cannot offer them new jobs, due to the
decrease of budget which mostly relies on oil income. As a result, they tend to create
enterprises (Participant 04, Participant 08).
The two political parties in rule are controlling the small, medium and large business that
make people do not think about creating own business (Participant 04, Participant 14).
We believe that if you want to create your own business you should find a political leader to
have a share in your business and those leaders are not to contribute in the business whether
by capital and experience (Participant 04, Participant 14).
According to Eliasson and Eliasson (2005), strategic acquisition happens in the

framework of big successful innovative companies meaning that big companies
purchase small companies to compensate for their demerits, e.g., innovation. The
innovation of the small and medium local firms here is based on understanding their
customers’ needs and involving them through their products and services, and they
are able to persuade their customers to buy alternative products and services. This
was seen in the codes obtained from the following interviews:
We sell products upon customers’ requests and it costs a lot less if the same products are
available in the branches of international and global brands. And we offer them a variety of
alternative products and services (Participant 16, Participant 17).
In Iraqi Kurdistan, some entrepreneurial enterprises have connected local cus-

tomers to the world markets and goods through their activities, which are not simply
local because they deliver goods from different countries to their customers through
the networks of their agents. As long as these firms have kept a large number of
customers, they can persuade global shops and firms to give them discounts.
Subsequently, they can offer goods to their customers at a cheaper rate than the
main company branches can. There are numerous brands competing in the markets.
Hence, any company which produces goods is forced to deal with an intermediate
firm, because the intermediate firm can persuade their customers to buy alternative
goods. The power of the intermediate firms comes from their deep knowledge about
the local environment and customers, and personal relationships which help per-
suade customers and gain their trust.
A network of distributed agents in different countries whether within one firm or
different firms but they have share common interests and collaborations. The
growth of these firms are not only because of cultural reasons of lacking techno-
logical knowledge or communicating in foreign languages but their growth are
because of their economical products, in other words, the local customers get good
deals by the firms than if they request the products directly by themselves. The
intermediate firms have grown their own customers and in turn, they get discounts
when importing goods from the original companies and distributing and shipping
them cheaper than the formal branches do. However, the intermediate firms benefit
from the personal and social relationships invested in by the intermediary firms,
which play an important role in attracting customers. In the Kurdish culture context,
this factor can play a considerable role. It is also assumed to play a similar role in
other developing countries which are characterised by strong social relationships. It
was asserted that:
We help our customers to get any products and brands. We provide them with more
alternatives (Participant 14, Participant 16).
The majority of these ventures were created and introduced in Iraqi Kurdistan by
people who emigrated to the West. ‘Bombena’ firm, in English: ‘bring to me’, was
established in 2010 and has now become the most popular delivery firm. It has
opened branches in major cities and towns and even has some branches in the
US. The general manager of the firm says that they grew rapidly and started to make
contact with many global online shops. One of the key points observed among these
firms is that they connected Kurdish people with the global markets and changed
the habits of consumers. Hence, it is assumed that the intermediate firms replace the
traditional market and link the local people with world markets.
The intermediate firms were concerned about quality control which can be weak,
with some traditional and online shops selling fake goods at lower prices, which has
a subsequent effect on the competition and marketing processes. People tend not to
trust the majority of those traditional shops, where some shops use counterfeit
international brands because there are no strong quality and copyright controls.
However, some people are unable to distinguish between original and fake goods.
This represents one of the main challenges for intermediates and online shops, aside
from the lack of internal mail service and banking systems, where the majority of
people do not have bank accounts and do not trust banks. It was pointed out that:
We have many Kurdish friends in the different Western countries and they help us to make
contact with foreign companies and businesses (Participant 16, Participant 17).
According to Khajeheian and Tadayoni (2016), small and big companies need
intermediary companies, which have an advantage in making a contract, in order to
supply innovation. This was seen in the codes from the following interviews:
Although the local universities do not qualify new graduates to look for new ventures and
entrepreneurial enterprises, many young people who have emigrated to the West have
achieved experience and have started to create entrepreneurial enterprises (Participant
Specifically, the reflection and implications of this research on a strategic

acquisition theory emphasises the role of intermediates in contract which was first
pointed out by Khajeheian and Tadayoni (2016). This research finds that the role of
some entrepreneurial firms is fundamentally the role of intermediary between the
large markets and foreign customers. The large firms are forced to deal with
intermediary firms because the intermediary firms can attract customers and control
them through providing them with alternative goods and a variety of services which
are different to those provided by the large firms. The ability of the intermediator
firms in contract was determined by Khajeheian and Tadayoni (2016), who studied
the history of the intermediator, their record of success, trust and access to
innovators.
The nature of social and political environments plays a considerable role in the
emergence of entrepreneurs because in some environments social and political
figures are able to monopolise the markets. This can be viewed as an obstacle to
the emergence of entrepreneurs. If the market is essentially monopolised in such a
country by political parties’ companies, it is assumed that many small and medium-
sized enterprises can emerge by getting support by political parties’ companies
gather them common interest. The fact of the matter is that if entrepreneurial firms
have been supported illegally or by unethical methods, they should not be viewed as
entrepreneurial. Thus, the ethical method and conditions in the entrepreneurship
should be taken into theoretical consideration because it not necessary that the
whole potential entrepreneurs have the equal opportunity to startup new venture
particularly in the countries do not have a higher score in transparency and
integrity. For example:
Our business relies on providing global brands and products, and we can provide our
customer with anything in the world. Many people believe that we provide them the
original products (Participant 13, Participant 14).
The shortcomings of these firms have been investigated along with the obstacles
to their growth such as lack of infrastructure, government’s poor economic policy
and strategy, and corruption, e.g. local big firms being owned by political parties
that support and allow them to monopolise the markets. By contrast, many entre-
preneurial firms in Kurdistan such as those working in flight and tourism are
becoming influential and they assume that they will soon take over the traditional
markets that sell original products from western markets. Because they secure more
customers for the global brand, the company frequently provides them with dis-
counts and special offers. In turn, they keep their business and their share in the
markets.
The opportunity to enter the market and win customers depends primarily on
creativity. Global markets are willing to make alliances with entrepreneurs who
already have their own customers. This brings new opportunities. The creativity
and innovation in new ventures helps build new business by attracting and involv-
ing more customers. Sometimes, the creativity can be just a tradition, or can involve
adding a small change to a simple idea which is long-established in one society but
viewed as new in another. This new trend in the markets tends to encourage large
companies to accommodate and to share with entrepreneurial enterprises even if
they are from developing countries. It was pointed out that:
We help our people to get original products, and we help them avoid being exploited by the
branches of global companies, and shops that sell fake products (Participant 13, Participant
14).
We can develop internal production because we export and provide the Kurdish people
(providing products upon request) who are living abroad with local products (Participant
We could persuade some foreign people abroad to consume some local products, and this is
our challenge to get more and more foreign customers (Participant 14, Participant 15).
Local small firms want to target foreign customers but the government does not
practice appropriate policy to support them because the government mainly relies
on oil income rather than tax income from private companies and the private
sectors. Another major point made by the interviews was that the government’s
overreliance on oil instead of revenues from tax has led to the neglect of the
development of businesses, which has been pointed out in the following interviews:
The government doesn’t believe has the interest of between the private sector and govern-
ment because the government economy relies on oil income (renter-system) instead of
taxes from the private companies. The government doesn’t have a plan to develop the
private sector (Participant 07, Participant 08).
Government employees get a higher salary and they work fewer hours. Government
employees will get state pensions when they retire whereas employees in the private sector
or those who are self-employed do not have a future because they will not get state pensions
(Participant 07, Participant 08).
The inefficient administrative structure does not allow for the provision of
appropriate services to the businesses. Therefore, businesses need to look beyond
governmental programs and policies and look for the areas where values are
connected and present these values to the market.
The government doesn’t promote tourism and attract foreign people because the govern-
ment does not rely on taxes from the private sector. Some young people are not motivated
to work because their families are supported by the political parties in rule and they get
privileges (Participant 05, Participant 06).
In spite of the failure of the government to support or facilitate the private

sectors, new enterprises have emerged and identified opportunities to take advan-
tage of the technological change, particularly by utilising social media, which
facilitates the new ventures.
Social media helps us to target our customers in the world because it is flexible, cheap and
powerful, and because it becomes a common platform. There is no internal post office here
and this has an impact on our business because our business is online and online business
relies on post offices (Participant 05, Participant 06).
These enterprises can be more successful and reach their goals if the government
assists them to introduce an effective banking system that facilitates online shop-
ping. This is to compensate for the absence of online transfers in banks and the fact
that the majority of people do not have a bank account because bank security is
weak and people do not trust banks. Another problem is that quality control as
aforementioned is weak and this affects the companies which are importing global
products because it is difficult to differentiate their genuine products from the fake
products. These two key problems have been presented in the following comments:
Most people in Kurdistan do not have a bank account because people do not trust the bank
system and this has an impact on our market. Kurdistan has a fantastic location to develop
tourism but there is a lack of infrastructure. The internal transportation between cities relies
on taxis instead of modern buses and the roads are not well-maintained. The Visa process
takes longer and this does not encourage tourists to visit (Participant 07, Participant 16).
There are many natural areas which have not been invested in because this sector takes
longer to return a profit. Digital communication such as Facebook, email, and other
websites help us to observe global market strategies, techniques, marketing, and commu-
nication with companies. Many shops sell fake products because there is no strong quality
assurance and copyrights (Participant 07, Participant 08).
The SMEs in the Kurdistan region have found a way to gain their stakes in the
global market opportunities through gaining the opportunities created by the
changes in communication technology, public income as a result of oil revenues,
increasing demands for international goods and services. As the key ability of
Kurdish firms is based on their knowledge about their local culture, and personal
and social networking relationships that distributed in the world wide which
enables to connect the small and medium firms to play as an intermediary between
the large global companies and their customers. By this act, the SMEs have shared
with large global companies through their roles to decrease transaction costs and the
possible risks. More success for these the SMEs is linked to the role of the
government to provide them the necessary services and to reduce the exploitation
of the companies owned and shared by political parties in the markets. The key
findings of this study as aforementioned have summarised in the following table:
Table 2 Results from group interviews
256
Using intermediary In the Kurdistan region, A large number of Intermediary companies based on
companies, large and there are many small and medium economic rent that can relate small
foreign companies seek opportunities for the innovative companies companies with the large companies
to decrease the costs development of business. have been created in the thanks to their governmental or tribal
associated with As was mentioned in the Kurdistan region, relationships.
providing services to the efficient media market which have developed
customers with an theory, large, foreign by relying on their core
emphasis on decreasing competencies. Self-made intermediary companies that
companies use the
the risks and getting Sometimes, the can relate small companies with large
potentials of small and
access to the markets in competencies of these companies due to their core
medium innovative
the Kurdistan region. companies are not used competencies.
companies by utilising
These companies the oil resources. because they do not
decrease transaction Intermediary companies have governmental
costs and the risks are normally formed economic rents, this has The majority of big companies, some of
incurred by the market based on capabilities or been improved, which are international, have had access
because they are local and regional however, with the to governmental economic rent, but some
familiar with the relationships and help to presence of face different risks in the local markets.
business environment connect these companies. intermediary This highlights the role of intermediary
and conditions. companies. companies.
Transaction cost Theory of Theory of Therole of Theory of

economics efficient media strategic intermediators strategic
markets acquisition in strategic acquisition
acquisition
theory
A.O. Bali and H. Zarea
5 Discussion and Implications
Over 5 years ago, the Kurdistan Regional Government (KRG) started to reduce job
openings. This was because the two political parties in power (Kurdistan Democratic
Party, and Patriotic Union of Kurdistan) appointed people to purchase their votes in
elections, during 2003–2010 (Bali 2016a) and most of those who were appointed
were not properly qualified. Meanwhile, the KRG budget has decreased due to the
decline in oil prices and this reduced the government’s capacity to create new jobs.
The lack of jobs in government departments encouraged people to create their own
entrepreneurial enterprises. In fact, the government is responsible for creating and
providing jobs, whether in the public or the private sector. In Western economies, the
government budget revenue relies mainly on taxes from private companies
(Gevorkyan 2013; Knoop 2013). As a result, the governments seek to support private
companies so that they can create and provide job opportunities. In Iraqi Kurdistan,
however, there is no obvious and successful economic policy, and now the govern-
ment is unable to offer jobs and does not have a plan to support private sectors that
can offer more job opportunities. For example, there is no state pension in the private
sector for those who retire. This affected people’s desire to work in the private
sector. It is also assumed to have had a negative influence on the spirit of entrepre-
neurs looking to create their own business. Another problem is that the government
stopped granting loans to investment projects because of the decreased budget.
There is no transparency for applicants for receiving loans, and there are few
equal opportunities. This has a negative impact on people’s motivation to start up
new ventures. This indicates that entrepreneurs in this economic and political
environment are exposed to risks incurred by poor government policies which are
characterised by corruption and lack of economic strategy.
Another problem is that both political parties in power have monopolised the
markets through their own companies, particularly in big businesses. This can
negatively impact entrepreneurs’ ambitions to grow their businesses and expand
them. It has also generated a negative perspective of thinking that there is no choice
when building a large business without giving a share or to merge with the
companies that are owned by the two leading political parties. This can affect the
way people think about new ventures within the space dominated by businesses
linked to political parties. Thus, the entrepreneurs’ option is to represent as a client
of companies owned by political parties rather than acting as an independent
business people. These problems are curbing the spirit of new startup ventures.
5.1 Inflation and Weakness of the Private Sector
The entrepreneurial enterprises in Iraqi Kurdistan markets look stagnant for the
near future, and infrastructures are no more encouraging. It is arguable that the
decline of oil prices related to many startup ventures, particularly from a few years
ago. In 2014, KRG started to reduce salaries from 15 to 75% because of budget
deficit. Entrepreneurship, nevertheless, is more likely to appear in privatised econ-
omy and markets, but the private sector is underdeveloped in developing countries
(Stevenson 2010). Bali (2016b) argues that the economic system in Kurdistan
follows an economic rent system, as the private sector is very weak. The Kurdistan
Regional Government (KRG) has increased the salary in the majority of govern-
ment departments by more than 500% from 2008 to 2013 by allocating more than
75% of the budget to salaries. The rest of the budget was spent on infrastructure and
supporting the private sector. This has had negative consequences because lack of
government funds for the private sector encourages more and more people to look
for jobs in the public sector because the salary is higher than in the private sector,
which in turn causes inflation. This problem has led to a lack of entrepreneurship
and creation of new businesses with many small local industries closing down and
many professionals losing their jobs. The entrepreneurs were concerned about the
government policies, especially regarding the current economic circumstances
which they claimed could have been averted through the creation of job opportu-
nities in the private sector. The interviewees working in the tourism and flight
services pointed out that the tourism trade is mostly oriented to foreign countries.
The internal tourism sector does not receive enough attention from the government
and there are no new investments in this field; however, there are basic opportuni-
ties such as natural and historical areas and opening culture to foreigners. Invest-
ment in this sector will open many opportunities for the emergence of new ventures.
Apart from the weak infrastructure in tourism, the entrepreneurs point to the lack
of promotional efforts by the government to create a brand for Kurdistan. In
response to this shortcoming, some tourist agencies are starting to attract tourists
through their own promotional campaigns and programs, such as utilising social
media as an engagement platform with foreign tourists and cooperating with
foreign firms to organise tourist groups to Kurdistan. The local tourism enterprises
in the Kurdistan region have taken advantage of outsources, as many researchers
have explained the role of outsources to develop new venture such as capital,
expenses and operational efficiency (Eliasson and Eliasson 2005; Khajeheian and
Tadayoni 2016); and they argue that this is a key feature of strategic acquisition.
The local entrepreneurs benefit from technological changes by making use of
advanced communication and social media to engage customers and develop
their businesses.
5.2 Technological Change as a Facilitating Tool

in Entrepreneurship
The development of communication technology has removed traditional borders

between countries, creating an international space. This has also provided a plat-
form to facilitate collaboration between entrepreneurs; individuals who have
innovative ideas; small, medium and large firms; and customers, creating a growing
global culture with collaboration across the world. This has led to increased interest
from foreign corporations in sharing business; each startup can gain its own stake.
The internet in general and social media in particular have enabled local entrepre-
neurs to communicate and exchange ideas with foreign firms very different from
them in size and power for the interests of both sides.
It is also quite easy to use social media to publicise business and products
(Moore 2016; Funk 2012; Hyder 2016). Advertising across social media is both
low-cost and a very good way to reach target customers (Moe and Schweidel 2014;
Takran and Ylmaz 2015; Ozuem 2016). The interviewees in this study also
highlighted how their business’s webpages and social media accounts facilitate
successful marketing for several reasons. First, it is very economical compared to
other available marketing methods such as advertising on TV, radio, print media
and billboards. Second, social media can selectively target audiences according to
their residential and demographic backgrounds. For example, one of the entrepre-
neurs stated that some of the clients were from particular countries and often
specific cities, and social media allowed the business to reach them easily, eco-
nomically and quickly. Third, it is easy and flexible to design advertising content
using a computer, and to make any changes required, whether designing a pam-
phlet, a slide, or audio-visual content. Fourth, social media is based on two-way
communication which allows interaction and engagement with the customers. It
also allows agents to communicate with clients 24/7, because the majority of people
tend to use social media on their mobile phones, creating flexibility. Finally, social
media enables agents to understand, analyse and anticipate trends, and to observe
clients’ feedback. Social media also allows agents to observe and check competi-
tors’ analysis and their marketing techniques.
5.3 Personal and Social Relationships and Entrepreneurial

Ventures
Personal and social relationships, and social networks, play a considerable role in
attracting customers and growing businesses (Pan 2000; Meier-Comte 2012). Some
customers are influenced by relationships which may be based on religion, ethnic-
ity, nationality, friendship (Gummesson 2011). The personal and social relationship
of agents and the reputation of entrepreneurs and their business history may have an
impact on the customers (Özbilgin and Malach-Pines 2009). This has a significant
role in the Kurdish business markets at several levels. First, some companies offer
opportunities and share to small enterprise as a branch based on the relationships.
There are two reasons for this. First, they have a personal relationship and can target
more customers, which will benefit the enterprise as a whole, as they have a stake in
the same services and products, helping to expand and develop the main enterprise.
This leads to the emergence of more small firms in order to control market. They
expand horizontally and involve more entrepreneurs. Second, it allows entrepre-

neurs from towns and even villages to get involved in the business through utilising
their personal relationships or their innovative ideas. In this study, it has been
shown that many Kurdish entrepreneurs build connections with foreign business
people and utilise outsources through personal relationships because of several
factors.
One of the factors is that many Kurdish people have emigrated to the West and to
developed countries, and now act as mediators between local and global companies.
Those who are living abroad, or who have previously lived abroad, have collected
many new business ideas for Kurdistan that can be viewed as entrepreneurial
enterprises and innovations. Experiencing a different culture can help the adoption
of unfamiliar ideas and innovations for enterprise. In turn, this leads Kurdish people
to connect and interact with developed countries and the West. This shift has
changed the habits and patterns of the consumption of global brands by the Kurdish
people. New online ventures have emerged to distribute original products to local
customers with lower prices compared to those offered by the formal branches of
the global companies. These firms are growing and tend to be widely accepted
internally and many global brands and shops are willing to provide them with
support such as administrative experience, database systems and capital
requirements.
5.4 Online Shops and Their Implications
Online shops in Iraqi Kurdistan are still relatively unpopular because the internal
post office has been weakened. It can be stated that the post office fell apart when
the economic sanctions began in 1990. Thus, several generations have grown up
unfamiliar with postal services. People post their goods via coaches and taxi
drivers, which is very costly. For example, delivering a letter or a box weighing
one pound is equivalent to the cost of one passenger, much more expensive than
postage costs in wealthy countries. Conversely, global overseas mail companies
like DHL and TNT are better in terms of cost because the worldwide Kurdish
community migrating to developed countries has become familiar with these
services. Following this, some of the enterprises which have emerged and are
owned by Kurdish entrepreneurs who have citizenship in Western countries,
bring goods in the outside countries’ based on customers’ requests. This service is
a post mail service but also provides extra services. For example, if their customer
does not have a bank account, they receive a cash deposit and buy the goods for
them. These enterprises have shifted the patterns, habits and trends of people
towards global distribution and products. The entrepreneurs offer more options
and choices of various products for customers. Some customers want goods which
are not available locally such as spare parts and cars parts. These kinds of
intermediator firms have reduced customers concerns of not accessing to rare
products of cars.
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Ahmed Omar Bali is head of Department of Diplomacy and

Public Relations and lecturer at the University of Human Devel-
opment in Iraqi Kurdistan. He holds Ph.D. in media and commu-
nication from Sheffield Hallam University in the UK. He worked
as news editor of some Kurdish newspaper, radio presenter and
news and programme manager. He has published academic
papers in English, Arabic and Kurdish.
Hadi Zarea is a research fellow at Khaneh Ketab Institute. Hadi

earned his M.A. in entrepreneurship with specialty in public
policy. He has been in charge of supervision in several research
projects for many national organizations and has received several
awards. He was appointed as the supervisor of the national project
of evaluation of 159 universities by the Ministry of Science,
Research and Technology. Hadi is an author of many academic
articles in innovation and entrepreneurship in both Persian and
English.
Competitiveness of Small Media Firms
Somayeh Labafi and Idongesit Williams
Abstract Considering the importance of small firms in media industry, deeper

knowledge of their strategic decisions and actions in turbulent markets is necessary
towards understanding entrepreneurial management and competitiveness in these
technological markets. This study explores the performance of a selected group of
small Iranian media firms to understand their competitive strategies in a fluctuant
and changeable media market. Nineteen managers from small firms in the publish-
ing, software, video games, telecommunication and advertisement sectors of the
media industry were interviewed. Collected data was analyzed using content
analysis based on three types coding, namely open, selective and axial coding.
The findings revealed four groups of salient concerns within the selected group of
interviewees. These concerns involved (1) Production: extracted based on themes
focusing on niche markets, the reproduction of the successful products, the enter-
tainment function, the personalization and new product risk taking avoidance
(2) The market structure: extracted from theme relating to the concentration on
competitive markets, the avoidance of monopoly markets, technology utilization to
make the market further competitive and customer loyalty (3) Financial resources:
Extracted from themes relating to the risk-taking investors, the concentration on
advertisement revenues and costs leadership (4) Regulations: Extracted from
themes relating to avoiding risky markets with high capital, watching big markets
and its interaction with regulations and joining the small markets with established
regulations.
S. Labafi (*)
e-mail: s_labafi@ut.ac.ir
I. Williams
Aalborg University, Aalborg, Denmark
e-mail: idong@cmi.aau.dk

264 S. Labafi and I. Williams
1 Introduction
Advances in communication technologies have resulted in new and emerging

players in the media landscape. Disruptive technologies have enable market fea-
tures such as cost reduction, lower market entry barriers, and direct access to
consumers into the media industry (Khajeheian 2017a), and in the same vain,
radical changes are also evident on product and service attributes, business models,
market dynamics, and consumer behavior (Gleason and Murschetz 2017). As a
consequence, there is an increase in competition in these intrinsically competitive
markets (Hasenpusch and Baumann 2017).
New startups established to exploit the opportunities that are raised from com-
munication technologies (Salamzadeh and Kirby 2017; Hang 2016). Under the
reduction of costs, these small firms find niche markets accessible and easier to
reach (Khajeheian 2017b). On the other hand, the trend in consumer change rapidly
and these trends are based on the experience of new products and services,
consistently demanded from innovative services (Khajeheian and Friedrichsen
2017; van Kranenburg and Ziggers 2013). Changes in markets will also change
the demand placed by customers on the market and as a result, small firms should be
ready to respond to customers’ needs, and innovation is a unique way of dealing
with these uncertainty (Nel et al. 2017).
Given the pivotal role played by the small firms in the development of the media
industry (Achtenhagen 2017a, b; Khajeheian and Tadayoni 2016), this chapter
reports a series of interviews conducted with managers of small media firms in
Iran, to understand how they react to changes and meet customers’ demands in
media markets. Media markets in this chapter refers to “the markets where media
products, including news, entertainment, communication, advertising, creative
talents, dream and user information are exchanged” (Khajeheian 2017a).
2 Methodology
This research is designed as a qualitative case study of some small media firms in Iran,
as a developing economy. This study has been conducted using the explanatory
approach (Felix et al. 2016). This approach illuminates the different aspects of com-
petitiveness in small media firms, through the recognition of meanings, based on elite
declarations about media business, including managers and scholars. The used
approach considers if the research’s findings can be transfer notably to other themes
or not, rather than focusing on statistical extension (Marshall and Rossman 2006).
Competitiveness of Small Media Firms 265
2.1 Sample and Data Collection
This study adopts the qualitative research method. Concentrated interviews (Fontana
and Frey 1998) was conducted with 19 managers from small media businesses who
are experienced in producing, joining markets and have achieve success in businesses
(Table 1). These managers were selected using the targeted sampling approach
(Lincoln and Guba 1985). The targets were selected based on terms of expertise,
job position and experience in managing product entry. The data gathered was
analyzed using content analysis. The data were analyzed till the data saturated was
reached. The sample size was related to the pattern of qualitative research in which
relatively small samples were selected for generating rich data (Patton 1990).
2.2 Data Analysis Approach
An interview guideline was produced using semi-structured and structured inter-

views. The interview questions were based on concepts gained from reviewing
literature on the subject area to derive questions for the interviews. The key
questions were prepared and interviewees were permitted to state their views and
narrations freely to elicit data from the semi structured interview in addition to the
structured interview. The researchers collected and then encoded the data.
A three-step encoding process was employed to shape the findings (Pratt et al.
2006). In the first step, the primary codes emerged via the open coding process
(Miles and Huberman 2000). In the second step further encoding was performed to
identify the second-level categories in a higher level of abstraction. This step tries
to match the concepts from first step which were gained by open encoding, through
a comparison process. Finally, the third step seeks out the categories of data, until
the demanded categories are reached.
So, at this stage, 670 primary codes were converted to 98 concepts. And the
convergent concepts were transformed into 15 categories; at last, these categories
provided four main categories of research. The three steps (Strauss and Corbin
2008) were used to encode the information derived from the interviews. There were
founded primary codes through the first encoding (open encoding). The concepts
then were sorted intellectually and conceptually. Based on the contents used in
extracting the concepts and categories. The tables in the subsequent sections of this
paper illustrate the aforementioned process.
266
Table 1 Sample’s interaction with small media firms

No. of
No. Age Sex Degree Business Product Staff Position History
1. 41 Male MA Book publication Book 25 Publication’s manager 20
2. 45 Male MS Book publication Book 20 Manager of publication’s 22
marketing
3. 56 Male MS Book and magazine publication Book and magazine 23 Publication’s manager 28
4. 50 Male MA Newspaper publication Newspaper 40 Company’s manager 19
5. 51 Female MA Newspaper and magazine Newspaper and 18 Company’s manager 21
publication magazine
6. 38 Male MA Producing learning software Software 17 Manager of publication’s 10
Marketing
7. 35 Male MA Producing learning software Software 41 Company’s manager 9
8. 46 Male BS Producing office software Software 32 Company’s manager 18
9. 51 Male MA Producing office software Software 17 Company’s manager 15
10. 39 Male MA Producing video games Video games 21 Company’s technical manager 11
11. 36 Male MA Producing video games Video games 16 Company’s manager 8
12. 35 Male MA Producing video games Video games 24 Company’s technical manager 6
13. 43 Male BS Marketing Urban advertising 15 Company’s manager 7
14. 42 Male MA Marketing Urban advertising 19 Company’s manager 8
15. 51 Male BS Marketing TV advertising 24 Company’s manager 10
16. 48 Male MA Marketing TV advertising 18 Company’s technical manager 11
17. 45 Male PHD Producing TV documentary Film 12 Company’s manager 7
18. 38 Male MA Online shopping Selling service 25 Company’s marketing manager 4
19. 39 Male MA Telecommunication Selling Internet 32 Company’s manager 3
bandwidth
S. Labafi and I. Williams
3 Analysis
The interviews indicate that the core concern of the small media firms in a
competitive environment revolves around four salient categories: production, mar-
ket structure, financial resources and regulations. These categories were extracted
during coding process. These salient categories were shared by all these firms with
an approximate close frequency.
3.1 Productions: This Implies the Movement

from Production of the New Product
to the Reproduction of that Product
This part of competitiveness in the small media firms deals with the production and
preparation process of the products and services. Questions as to ‘what are the due
entries for meeting the market needs?’, ‘Which product is competitive?’, ‘which
product has more attractive power for the audience: the production strategies or
reproduction ones?’, ‘What makes the audience attracted to the product: price,
brand, . . .?’, the answers to these questions will shape the structure of competitive-
ness of small media firms in the market.
The managers of the small media firms tend to concentrate on the ‘entertainment
function’ in the production. They believe that the revenues are highest in this sector
to an extent that they try to reinforce the entertainment function even in their
educational programs. Publisher and managers provide a corroborating insight to
this perception of the inclination of the market as follows:
Since we are not a leading publisher in the market, we have adopted the approach of
publishing books with entertainment themes (e.g. novels) and by publishing the widely-
demanded books, we gain a higher level of sales (3,8 E4).
Since customers seek the power to choose, attempts to personalize the goods and
reducing the final price is another strategy adopted by these firms in order to gain
higher profits. As one of the managers said:
Since our company lacks the power to produce at a large scale, we produce the personalized
products targeting the special customers (11E4).
This company tried to concentrate less on the products produced by their big
counterparts (focusing on niche market). A manager added that:
We have concentrated on the overlooked issues. For instance, we have invested in the
children health hints and defined kindergartens as the target market (8E6).
The production aspect deals with the goods and services directly produced by the
company. In the interviews it was revealed that the big companies try to produce
and supply the market with their own previously published books. This is why
majority of small businesses reproduce their goods in new forms instead of pro-
ducing new goods. For example, some game producers turn the best seller stories
into games instead of writing new stories. In this way they pay nothing for the
content development. Moreover, nowadays they rely on the social networks in order
to find stories in an easier way. That is, the social networks members do this
for them.
Indeed, the small firms improve the quality of their products with user content
generated. This enables them to compete in a market dominated by the bigger
companies. An interviewee pointed out that they select and reproduce their new
products from the “tried-and-true goods” whose ability to attract the audience is
proven. He added that:
Our coworkers in the small media business avoid risky situations since the small companies
as ours are unable to tolerate the risks or the lack of acceptance on the part of the customers.
Given this, we invest on the products successfully merchandised by the big companies and
reenter it into the market with a certain amount of added value (12 E7).
Meanwhile, the big companies undertake the risk of not being welcomed by the
customers. One of the managers mentioned that:
Our company has its special customers (10 E6).
A parallel trend revealed during the interviews was that with the relative
decrease of income from advertisement, in the small media firms, companies
employ new media frameworks for offering their products. In this way they can
take over markets controlled by the big companies. However, this heavily depends
on the type of the product, whether it is considered an entertainment product or it is
recognized as an educational product. A software company manager asserted that:
The products cannot survive in the face of big companies in the market unless they are
produced based on the real market need. In our company top-quality production and supply
technology is prioritized. So, the cutting-edge technology is applied above and beyond the
big companies. We have charged a group of employees to search about production and
supply technology (7, 3, 14 E9).
Currently a prominent amount of content within the new platform are produced
by users. So there is no need for the content development staff. Many small firms
employ such techniques. This was also evident in the interviews:
We use the ideas produced first by the users. This is easily acceptable on the Telegram
channels. This method is highly economical to our company. Also the content is sometimes
raw, it easily applicable by means of added value (11, 5 E10).
Given the reduction in the content produced by media companies over the last
few years, the supply issue is of importance to the companies. Companies produc-
ing TV programs are among the examples of companies that have moved from
being producers to becoming distributors. Such a trend is evident in other types of
traditional media including newspapers companies, which have replaced the jour-
nalist with the online news agencies; thereby adopting the low-cost content devel-
opment and supply approach by means of the citizen-journalist model. While the
big companies rarely adopt such strategies, the small companies, especially those
employing the social media framework have successful experiences in this area of
user-produced contents. In this regard an interviewee added that (Table 2):
Table 2 Primary codes, concepts, categories and derived aspects

Number of
repetition in Research’s
Frequency code Concept Category aspects
10 4,2 E2, Producing the products Focusing on Productions:
3 E5,. . ., that large firms aren’t niche markets Movement from
11 E3 interested on investing in production of the
6 5,7 E4, Participating in markets new products to
8 E7,. . ., with low rate of interest the reproduction
9 E6,13 of products
9 9 E10, . . .., Focusing on markets
15 E3,16 which has been ignored by
large companies
7 14, 17 E7, Using innovation
. . .., 4,7 E18 advantage to establish
new markets
6 11,13 E5, Winning customer
. . ., 19 E17 confidence in emerging
markets
8 2,15 E19, Maximizing investment
. . ., 1, 5 E11 on early return products
5 20, 22 E Keep producing based on
1, . . ., 2,21 continuous monitoring of
E9 customer’s taste
9 5,11 E10, Imitating f large Reproduction
. . .., 14 E9, 1 companies in the of the
production of products successful
8 13 E8, . . .., Reproduction of previous products
13,17 E15 products in a new form
7 22, 26 E10, Innovation in delivering
. . ., 1,3,7 E1 products rather than
innovating in content
6 5,6 E4,. . ., Template design
3,6 E9 according to customer’s
requirement
4 9,15 E2,. . ., Investing in more efficient
12 E18 manufacturing technology
5 8,9 E13,. . ., Adding value to previous
6,21 E6 products
6 12,8 E9,. . ., Recognizing successful
3 E4 products in the market
8 3,8 E4, . . ., Choosing entertaining Entertainment
4,8,12 E7 functions as the main function
function of the product
10 13 E3,. . ., Delivering educational
1,2 E4 products in an
entertaining form
(continued)
Table 2 (continued)
Number of
9 11,9, E8,. . ., Monitoring customers’
24 E19 behavior and taste
9 7,8 E16, . . ., Investing in entertainment
2 E14 products
11 21 E12, . . .., Focusing on entertaining
13 E1 functions as a company’s
resource of innovation
5 11,4 E4,. . ., Create the right Personalization
5,8 E3 mechanism for product
ordering
6 9,2 E6,. . .., Necessity of entering
2 E15,18 small and customer’s
favorite markets
8 5,8 E9,. . ., Production at low
6,11 E5 circulation
9 17 E8,. . .., Economizing the
2,3,5 E17 production by focusing on
customer’s demands
6 25 E16,. . .., Attract and maintain
15 E6 customer by product
customization
5 28 E1, . . ., Changing the approach
13 E10 from mass production to
ordering
4 3,10 E8,. . ., Commitment to the
5 E9 audiences’ taste
10 16,19 E3,. . ., Establishing market
6 E7 supervising mechanisms
to monitor customers
5 2,5 E7,. . ., Not focusing on high-risk New product
5 E11 products risk taking
6 9,14 E4,. . ., Following large firms’ avoidance
3 E7 production process
5 24 E10, . . ., Modeling successful
19 E17 products
10 11,4 E8, . . .., Not entering to costly
6 E15 markets
8 12 E19. . ., Taking less risk in
3 E13 production
7 8 E3, . . .., Focusing on small and
6 E5 low risk markets
Our company has ceased the production. Instead we have adopted the reproduction
strategy. This has enabled us to base our investment on attaining new technologies.
Through this we can supply the products at a lower final cost in comparison with the big
companies. This is the key to our survival in the market (15, 10 E12).
3.2 Market Structure: Movement from the Monopoly

Towards Competitiveness Structure
The market aspect of competitiveness explains the market in which the media
companies interact with other players. This includes the competitors and customers.
Moreover, this aspect explores the size and nature of customer’s demand and
payment tendency by answering the questions: who wants to pay how much? In
what market structure is the company active? Answers to these questions can
determine the level of the competitiveness of such businesses.
The small firms studied in this research, classified their potential customers on
the basis of properties. Since the media products provide for the information and
entertainment market, the sales management of the media products is somehow
different from sales management of other products. The media sales management
have to make decisions on the demand, sales and accessibility of the products. Such
companies classify the customers based on their payment tendency from the highest
tendency to the lowest tendency. These companies, therefore, has to treat various
customers according to the needs and should provide them with goods and services.
For instance a manager in a telecommunication company said:
We supply Internet packages based on the payment tendency of the customers no matter
how much profit derived from selling the small packages, since our real profit lies in the
quantity of customers that show interest in our products (13 E14).
An urban advertisement producer stated that:

We design our products according to customer’s payment tendency. Since the structure of
company is a small one, we can survive even with the meager benefit margins. This is a
merit enabling us to survive in the face of the big advertisement companies (7, 15 E14).
The business model in such companies explains the competitive environment of

the organizations. Thus, it is necessary to analyze the sales market besides analyz-
ing the market mix of the existing and potential competitors. The sales in such
companies cover various sectors. Contrary to other products, media products should
be simultaneously present in the triple markets of either audience, advertisement
companies or big data. Therefore, the media companies earn revenues from all three
markets. However, the small companies try to earn revenues differently from the
big counterparts. For example, in the advertisement market, the manager of an
advertisement company under study were of the view that:
Since the big companies have dominated the advertisement market of the best-sellers, our
concentration is on advertisement with lower costs for the advertisers (3 E5).
As another instance, the manager of an advertisement commercials company

said that:
Our company has special offers for those advertisers who show a low tendency to advertise
their products. Our marketer personally reach out for them and convince them to place
orders (10 E16).
The structure of the market in which the companies are active plays a vital role in
the molding the business model of the companies. Indeed, it is the market structure
that determines the mode a company enters the market. A market enjoying the
‘perfect competition’ structure, will accommodate numerous customers and sellers.
When no company is dominating the market, market entry barriers are few and
there will be price competition. In such circumstances, the market enjoys perfect
competition structure. The advertising and documentary companies, interviewed,
generally maintained that they were competing in a competitive market. The
manager of one the advertisement companies stated that:
Since the customers have grown intelligent and seek the highest qualities at the lowest
prices, the market has grown highly competitive. Therefore, the big brand holding compa-
nies fail to maintain the customers at any prices. This means that they are forced to give in
to market prices, which is not economical due to the big structure of such companies. As a
result, customers tend to choose the smaller companies such as ours which can provide the
highest quality at the lowest prices (13, 10 E17).
In monopolistic market, only one or a few producers dominate the whole market.
In such markets, the products have no substitutes and customers purchase the
products from a single company or avoid shopping. Such companies set the prices
themselves and the market entry barrier is high. Most book and software producers
expressed that they were competing in a monopolistic market dominated with a
limited number of such companies. Therefore, they are forced to follow the pricing
set by such dominant companies.
In the monopolistic market, small firms adopt alternative strategies to bail out
from such dominant structure. A prominent feature of the media products, both
traditional and modern, is the existence of the network effects whose effects goes
beyond the limits of personal use. The network effect occurs when the increase in
the number of the users leads into an increase in the value of the goods or products.
A single telephone set has almost no value before being connected to another
telephone set. As the number of the connected phones increases its value goes up
since more families can be connected to each other (Shapiro and Varian 1999). In a
market with network effect, a company with insufficient financial resources can
expand its own market share and strengthen its position. On the other hand, in the
same market, a company with few weaknesses (e.g. high prices, low quality, poor
communication with the customer, etc.) will lose its share and will be forced to
leave the market. This was corroborated by one of our respondents, a financial
manager of a newspaper. He asserted that:
Our newspaper which issues controversial reports has gotten closer to the public concerns.
In this way it has grown more influential and has managed to attract more audiences.
Although it is not a leading or a best-seller, our readers advertise us to each other and
exchange views on us in the virtual networks (7 E18).
On the other hand, a customer shows interest in a product because of the valuable
services associated with the product that is not associated with similar products
available in the market. An important valuable offer is the distribution method.
Distribution deals with the mode of customers’ access to the goods and services.
Given this an interviewee maintained that (Table 3):
Online sales mechanism has facilitated the communications between the company and the
customers. Moreover, the customer’s loyalty to the product really matters. To this end, our
company has grown so powerful that the customer has no other way than purchasing the
goods and services from us. Technology which has provided a suitable context for an
information technology entailing the customers to suppliers gives us the hope to make
customer loyal for longer stretches of time (11, 16 E19).
3.3 Financial Resources: Revenue Achieved by Selling

and Foreign Investment
This aspect of the competitiveness of small firms, operating in large and established
market, presents an opportunity for enhancing the financial resources of these
businesses. It also presents possible opportunities for running new businesses.
Financial models do provide explanations on resources which provides for the
company’s assets. These models also deal with the recognition of the way and the
source that business revenue is attained. Furthermore, it deals with problems such
as the optimum volume of production, the appropriate marginal profitability and
price flexibility. To avoid any misconception, it should be mentioned that revenue
related issues results in revenue generation. A business model refers first to value
creation, while the revenue generation model focuses on value allocation (Zott and
Amit 2010).
There was not much difference between the companies, in terms of financial
resources. Companies seeking traditional markets were funded by personal and
government stakeholders. Printing companies (books, magazines, newspapers)
usually have the same characteristics, which is that they have created a fairly
reliable and well-funded financial resources for their business. One of the managers
claimed (Table 4):
Our company is financed by two sales and investment sectors from the governmental and
semi-governmental sectors, the first of which has been the secondary, and the second is the
main route for us over the years, and we usually have the support of these institutions for the
publication of the book (2 E7).
There are also some small firms that are looking for new media markets and have
been funded by venturesome capitalists who often seek to run a media startup.
These startups are initially established by venture capitals and then acquired by
larger media companies. The popularity of media companies among investors is a
sign of the growth potential in foreign investment in this industry. The sentences
below is quoted from an interviewee. The interviewee narrates the experience of his

Number
of
repetition
Frequency in code Concept Category Research’s aspects
8 7 E18, Working in markets Concentration on Market structure:
3 E6,. . ., which includes competitive movement from the
12 E5 many manufacturers markets monopoly towards
9 5 E5, Entering markets competitiveness
8 E9,. . ., with low entry structure
9 E12 barriers
4 9 E11, Entering markets
. . .., with low exiting
15 E4,17 barriers
5 3 E5, . . .., Creating markets in
4,9 E19 which customers
determines the price
9 11,15 E6, Wining customer’s
. . ., 19 E5 trust in competitive
markets
10 2,11E18, Investing in
. . ., markets without a
11, 5 E19 strong competitor
12 21E Focusing on
1, . . ., competition with
2,21 E10 other small and
novice businesses
6 16 E5, Avoid entering Avoidance from
. . .., established markets monopoly
14 E8, 12 markets
7 11 E11, Avoid entering high
. . .., 13,18 capital markets
E16
9 22, Creating new
27 E15, markets for product
. . ., 2,4,8 sales
E1
8 5,16 Taking advantages
E5,. . . , when competing
3,6 E10 with large
companies
8 8,15 Advertising to
E9,. . ., attract customers
12 E2 from old markets to
emerging ones
10 8,19 Producing products
E19,. . ., which are different
9,21 E15 from established
markets
(continued)
Table 3 (continued)
Number
of
repetition
Frequency in code Concept Category Research’s aspects
5 11,8 Competition in
E7,. . ., pricing
3 E1
6 11 E2, Investing in new Technology
. . ., technology employment to
4,11,12 render market
E8 further
10 13 E7,. . ., Using technology to competitive
1,2 E5 cut the production’s
cost
4 11,14, Delivering products
E13,. . ., in new formats
25 E13 according to the
customer’s taste
5 7,15 E17, Monitoring and
. . ., 2 E10 using technologies
5 21 E19, Facilitating cus-
. . .., tomer relationship
15 E1 using technology
6 11,16 Create the right Customer loyalty
E19,. . ., mechanisms to bring
5,1 E7 loyalty into market
11 5,2 Producing chain
E11,. . .., and interconnected
8 E5,18 products
9 5,11 Producing
E13,. . ., supplement
6,2 E4 products
8 18 Change approach
E5,. . .., from production to
2,3,11 service delivery
E19
8 15,7 Attract and
E14,. . .., maintain customer
15 E15 by customization
6 13 E14, Inexpensive and
. . ., high quality
10 E16 production
7 30,12 Audience’s
E6,. . ., taste-locking
5 E10
8 10,11 Market surveillance
E3,. . ., in order to monitor
6 E9 customer

Number of
7 12 E4, 11 E6, Media start-ups with primary Risk-taking Financial
4, . . ., 10 E16 capital investors resources:
7 15 E6, 8 E10, Accepting primary risk of from sales
. . ., 7 E4 investment revenue to
8 2,5 E6, . . .., Using entrepreneurs’ attracting
17 E4 financial resources foreign
investment
9 18 E9, . . .., 4,8 Conquer more market share
E18 in order to attract capital
6 10,12,17 E7, . . ., Not relying on government
2 E7 subsidies
5 1,12E19, . . ., Using the stock mechanism
2, 5 E15
5 23E 5, . . ., convincing investors about
22 E16 the new markets desired by
the company
6 17 E15, . . .., Focusing on advertisements’ Concentration
16 E9, 14 revenue on advertise-
10 11 E13, . . .., Providing low-cost ment revenues
13,18 E15 advertisements to companies
9 22 E16, . . ., Marketing for ordering
2,4,9 E2 advertisement
8 5,10 E1, . . ., 3,9 Providing advertising
E12 services depending on the
company’s willingness to pay
11 8,15 E1, . . ., Designing new
18 E2 advertisement’s templates
5 19 E18, . . ., 1,21 Designing advertisements
E19 containing entertaining
themes
7 15,8 E17, . . ., Competition in pricing of
3 E11 advertisement
8 11 E1, . . ., 11,12 Producing inexpensive and Cost
E18 high quality products leadership
6 13 E8, . . ., 1,2 Focusing on sales rather than
E7 focusing on profit
8 11,19, E14, . . ., The cheapest prices by using
9 E1 the agile organizational
structure
10 7,15 E3, . . ., Using technology for low cost
2 E6 production
5 22 E6, . . .., Markets’ permanent change
18 E1 in order to gain more benefits
in cost leadership
company. The company initially was a media startup that used to advertise its
animations for free on the Internet.
After attracting audiences by our company’s animations, many investors declared their
intention to invest in our company, and today our company is rapidly attracting capital and
growing (12 E4).
Revenue sources can be divided into direct and indirect categories. It can also be
recognized by identifying the markets in which media companies can produce and
make revenues. Direct earnings are usually earned from media users, while indirect
revenues are achieved from other companies (advertising) or government subsidies.
One of the interviewees divided the markets generating revenue for their company
into three categories: content market, user market and advertising market. He
believed that:
In the contents market, we sell the content produced by the company; in the users market,
we sell the users to advertisers and in the advertisement market, we get the advertising
projects and outsource them to other companies, and these are the way that we make
money. We have made much more money by selling contents and that is because we are
less trustworthy than large companies, so we have managed to seize parts of the advertising
market by producing inexpensive advertisements for companies (15, 17 E8).
In media firms such as books, cinema and other traditional media outlets, firms
used to benefit from the direct revenue method, in which they earn money by selling
products to the audience.
However, a fairly limited number of companies can benefit from direct social
media revenue. But some companies chose this as a secondary route towards
making money. One of the managers of these companies claimed:
The performance of the mentioned model depends on the number of users, although there
are a lot of users whose willingness to pay is low, but if they are ignored, the value of our
company’s network will be reduced because they are valuable to advertisers. The amount of
damage that users bring to the stakeholders and shareholders by not paying their fees, will
be compensated by the amount of money received from advertiser, and so we can make
money in this way (11, 14, 15 E15).
However, most firms that use social media for delivering their products are faced
with big and powerful competitors that offer similar services, more or less. But the
problem is that there is less willingness to pay for services acquired online. So
advertising revenue remains the single and most important source of revenue for
these organizations. In general, it can be concluded that companies whose main
locus of activity is within the social media, rely more on advertising revenues than
other companies. One of the interviewees said:
It is hard to price the products in media companies. There is a low willingness to pay before
buying, because the quality and performance of a product cannot be evaluated. On the other
hand, the willingness to pay remains low even after evaluating the product, and that is
because the customer has experienced the product and is reluctant to use it again. So the
pricing is related to the company’s reputation. As a result, we have run customer feedback
system in order to reach reputation in market (16, 18 E7).
Most of the media firms are affiliated with advertising revenue, which makes
them to operate on a Dual markets. That means that, besides meeting customers’
needs, they have to advertise the advertisers’ products to the audiences. Ideally,
these companies try to make customer-specific offers based on the market’s needs
in order to meet the needs of the audience aside increasing their willingness to pay.
In this market, most of the revenue is generated by those small companies which are
supplied by advertisers. By keeping in touch with customers, they make themselves
attractive to advertisers. Hence, the business flourishes even though the financial
resources are hard to imitate. The supply model of the companies studied is based
on their sale and production competencies and they are among the successful
companies in their business. One of the managers claimed:
There was no investor willing to invest in the production of new products until we increased
our market’s share up to two times more than the amount at the beginning of the company
(5,2 R6).
3.4 Regulation: From Grounded Rules to Chaos and Lawless

Situations
Two situations have been emerged from this theme. The first situation can be found
in the print media sector of the media industry. This sector includes book, maga-
zine, newspaper, etc. Here tough rules about content are established. Interviewees
were unsatisfied with the plurality of rules and instructions of this sector. These
rules have limited the companies’ freedom towards producing new products.
Nevertheless, this part of the industry will be damaged by the lack of established
rules if new markets emerge from technological changes (for example, the produc-
tion of electronic books, etc.). The interviewees referred to the copyright law, which
doesn’t have the essential power to protect new products. One of the managers of
these companies narrated their company’s experience:
Last year, our product, which we dedicated three months in the design and production, was
easily on the internet for free, so the company could not sell it then the market, this shows
that law is incapable of protecting these media products (1, 3 E4).
The second position is part of the industry, which is essentially provisioned by

emerging new markets associated with the changes in the taste of the audiences. In
this sector of the industry (computer games, software, advertising, etc.) the rules are
either insufficient or at a trial and error stage, which means they have not yet been
established. One of the managers of video games companies claimed:
Video games’ companies like us, are practically not supported by the law, because we have
to spend about 10 to 20 thousand dollars for a video game while we have to sell it for 3 to
5 dollars in order to prevent the customers from buying the foreign version. If the rules were
protecting us and it was not easy to get foreign high quality version of the video games for
free, the company would not be harmed, and this sector of the industry would been
flourished (4, 11, 13 E16).
This conflict was also clear in other companies. One of the interviewees
complained about the strict laws for obtaining book’s printing permission while
saying:
After publishing the book, they are easily offset and sold in bookstores and law doesn’t
prevent this. It is necessary to review and establish the regulations and laws which protect
small media businesses and stabilize the industry (12, 18 E12).
When it comes to rules, small companies were more on the advantage than large
corporations, and they admitted that they were less likely to suffer from this chaos.
For large companies because of the lack of laws to restrain their products from
being copied during production, their products could be copied in the market and
that will result in the huge costs they paid for production being a waste. While small
companies rebuild products that, obviously, were less likely to suffer in this regard.
On the other hand, small companies, according to the customer’s request, usually
invest in low-cost and low circulation products and had found their profits in this
part of the market. So they were less likely to be damaged by lack of established
rules. One of the interviewees told about this (Table 5):
We don’t believe in expensive advertisement, because no one welcomes it and it is possible
that the expensive parts can be imitated by other companies, so we try to respond to the
customers’ low cost requests and find our benefits in creating inexpensive advertisements
for start-up businesses (7,9 E8).
4 Conclusion
The media market is witnessing the emergence of small media firms. These firms
have managed to grasp a sizable share of the global market. In competing with big
companies, not only have the small firms managed to survive, but they have also
have outperformed their big counterparts. Therefore, their concentration has raised
their position in the industry. This chapter is an attempt to understand a how small
media firms fare when faced with disruptive changes. The analysis of the interviews
conducted for this research revealed a series of practical approaches adopted by
these small media firms. These practical approaches were grouped into four
categories.
Their first category discovered in the course of interview was the production.
With regards towards production, managers of this small firms concentrate on niche
markets overlooked by the big companies in the entertainment market. Further-
more, these companies model themselves after the big companies and reproduce
products of big companies that proved to be successful and widely received in the
market. This strategy enables the small firms to operate within the market. They gun
for lower profit margins, lower risks and high certainty.
The second category is the market structure. In this regard, the small firms keep
their distance from markets that are monopolistic, dominated by their big counter-
parts. Instead, they search for alternative markets with a competitive structure.

Number of
10 9 E13, 1 E2, . . ., Avoids producing products Avoiding Regulation:
1 E10 that can be easily imitated from risky From
9 1,3 E4, . . ., 6 E9 Producing products which are markets with grounded
supported by copy-right high capital rules to chaos
6 4,11,13 E16, Entering legitimate markets and lawless
. . .., 5 E4 situations
8 11 E19, . . .., Producing inimitable
14 E18 products
5 12,17 E5, . . ., Using technology to protect
12 E6 imitable products
6 1, 2E9, . . ., 2, 6 Follow ethical warnings on
E19 products
9 20E 15, . . ., Low investment while
21 E11 entering the market
11 15 E1, . . ., imitate large firms by entering Following
16 E2, 15 illegitimate markets the big
12 11 E19, . . ., Reproducing the products of markets in
13,18 E2 other companies interaction
5 2E16, . . ., 2,7,9 Punctual entering and exit with the
E4 from the market regulations
5 5,10 E5, . . ., Interaction with legislative
3,20 E12 institutes
6 8,19E7, . . ., Alliance with other
18 E2 companies to protect products
5 1 E18, . . ., 1,11 Designing strategies to cope
E16 with copied versions of
products
7 15,9 E11, . . ., Producing innovative
3 E2 products with low rate of
circulation
7 9 E1, . . ., Producing new and cheap Entering the
12 E18 products small
5 7,9 E8, . . ., 1,10 Entering markets with low markets
E7 interest margins with
4 11,13, E12, . . ., Choosing markets in which established
5 E3 rules are not yet clear even for regulations
large companies
5 7,14 E9, . . ., Using legal guilty in
2 E5 producing best-selling
products
5 1,4 E7, . . ., Investing in emerging parts of
15 E11 the industry with low rate of
competition
The third category is the financial resources of the company. The small media
companies address this concern in three different ways. They may use their
entrepreneurship investments or return to the inexpensive advertisement market.
Meanwhile they adopt the cost leadership strategy as their focal strategy in the
supplying the company’s financial resources.
The last, but not the least, concern of the media small firms is how to interact
with laws and regulations. Small companies suffer from the lack of clear
established rules in the same way as the big ones. Meanwhile, the competitive
merit of small media firms, in the face of their bigger counterparts, is that due to
their activity in the markets with small capital, small companies suffer less pro-
spective losses. This is a strong reason why these firms are reluctant to enter the
markets with huge capital and in many cases avoid them. Instead, they prefer the
production of low-risk products with low-profit incentive but in durable markets.
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Somayeh Labafi is a lecturer in the University of Tehran with a

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GTUC conferences.
Part VII
Strategic Issues in Organizations
Rapid Internationalization Emerging
Markets Multinationals from Latin
America: The Case of the AJE Group
Veronica Duque-Ruiz, Juan Felipe Zuluaga,

and Maria Alejandra Gonzalez-Perez
Abstract This study provides an understanding of the internationalization pro-

cesses of emerging markets multinationals (EMMNEs), and how they are becoming
more important and relevant, as their role on the global market is taking higher
importance. A very interesting phenomenon worth studying, is the rapid interna-
tionalization of some of those companies. Company’s history, selection of the
internationalization process method, the country and company’s contexts, the
political environment, the market conditions, and the industry characteristics are
some of the points of discussion to identify how an accelerated internalization
process affects the growth of multinationals in Latin America (Multilatinas). As a
case study for EMMNEs from developing countries in emerging markets, this
chapter aims to describe and analyze the Peruvian AJE Group’s accelerated inter-
nationalization process.
1 Introduction
Since the end of the 1990s, Emerging Market Multinational Enterprises (EMMNEs)
are evolving their roles on the global market. Internationalization processes are
becoming more important and relevant for Multilatinas ‘multinationals of Latin
American countries’ (Aguilera et al. 2017; Cuervo-Carruza 2010). These firms face
liabilities as many of them fail on the long term, and others achieve low levels of
success. Usually it is small firms, and not big ones, that face resource constraints in
terms of finance, information, management capacity, etc. (Buckley 1989). There are
also external barriers such as market imperfections and regulations (Acs et al.
1997). Accordingly, internationalization for EMMNEs must be a process of
extreme care and strategic planning.
V. Duque-Ruiz · J.F. Zuluaga · M.A. Gonzalez-Perez (*)

Universidad EAFIT, Medellı́n, Colombia
e-mail: vduqueru@eafit.edu.co; jzulua14@eafit.edu.co; mgonza40@eafit.edu.co

286 V. Duque-Ruiz et al.
As a case study for EMMNEs from developing countries in emerging markets,

this chapter aims to describe and analyze many aspects of the accelerated interna-
tionalization processes for one of the most representative beverage Latin American
companies; the Peruvian AJE Group.
AJE Group is one of the largest multinational beverage companies in Latin
America. Since its foundation in 1988, AJE has managed to take operations to
23 countries in Latin America, Asia and Africa. In 2016, the company was ranked
9th among Multilatina Companies, according to the results of América Economı́a
(2017). And in 2015, it was ranked 5th. Currently the company is facing difficult
financial situations and managerial adjustments due to the change of leadership in
their CEO position. Due to its importance in the beverage industry in the region and
its accelerated but catastrophic internationalization process, AJE Group is a good
example and interesting case study of internationalization of Multilatinas SMEs.
The usual strategy for businesses to enter foreign markets would only take place
when they have proven successful domestically and have generated enough cash
flow to expand. And this should happen by entering one market at a time, into
countries that are geographically close to home. This incremental process is
suggested by Johanson and Vahlne (1977), advising companies to accumulate
sufficient knowledge and resources to minimize the risk of venturing into foreign
markets. AJE Group however, has challenged the findings of the traditional inter-
nationalization literature (Oviatt and McDougall 1994). This new typology of firms
has been labeled many names, such as ‘International New Ventures’ (Oviatt and
McDougall 1994), ‘Global Startups’ (Autio et al. 2000) and ‘Born Global’.
The context within which AJE Group has developed its business model interna-
tionalization strategy, is highly relevant to understand how the company is now
facing negative consequences based on those strategies. Accordingly, this chapter
will describe the effects of a rapid internationalization process within different
environments, by presenting a review on the country and company contexts, by
defining the industry profile of some of the markets where AJE Group entered, and
by providing a brief history of the company.
With the analysis of the above, as well as the evaluation of the currency situation
across AJE’s internationalization timeline and the performance of their issued
bonds, we have identified factors that facilitate a rapid internationalization process.
This study aims to answer the research question: how can an accelerated
internalization process affect the growth of AJE Group in the beverage industry?
The chapter offers a detailed description of the company’s internationalization
process, along with an analysis of why such strategies might lead to the outcomes
the company is facing today. Finally, in the concluding recommendations, the
previously discussed theories are going to be applied to AJE Group’s accelerated
internationalization process. And there will also be an evaluation on the currency
situation over AJE’s internationalization timeline, the performance of their issued
bonds, and the effects on their financial statements.
In this chapter, we recognize the importance of promoting responsible economic
growth benefits by leading companies, to encourage the adoption of a wider
business community. Also, we highlight the difficulties that may be considered
Rapid Internationalization Emerging Markets Multinationals from Latin. . . 287
by Multilatinas when facing economic downturns during their internationalization

process. And finally, we will identify additional challenges related to the low-cost
strategies and lack of cash flow.
2 Context of the Study
In this study, we will analyze the factors that lead EMMNEs like AJE Group to
internationalize rapidly and successfully into foreign markets. Specifically, we
want to identify the factors that facilitated its accomplishments: Did AJE Group
internationalize at a perfect timing? What was the relationship between their
internationalization process and the exchange rate dynamics?
2.1 The Beverage Industry
The worldwide beverage sector has specific characteristics. The report “Global Soft
Drinks” by MarketLine (2016) states the dominant factors that affect the beverage
industry. According to the researcher; the market size, growth rate, volume, seg-
mentation and overall profitability can all be used to evaluate the soft drinks
industry. This document shows the relevant changes and current situations in the
global industry. It will give us a standing ground for the analysis of the relevance of
the market changes in AJE Group’s internationalization process. With this and the
Industry Profiles provided by Euromonitor (2016a, b) about some of the countries
where AJE Group has operations, we will be able to describe the market context and
characteristics that led the company to enter those countries and what could be done
to overcome its downfall.
2.2 AJE Group: The Company
The AJE Group was founded in June 23, 1988 by the A~na~nos family in Ayacucho,
Peru. Operations began with a carbonated beverage called Kola Real, after one of
the family sons, who had beverage distribution experience in the region, identified
that there was no offer of soft drinks since all the suppliers in the area had left
because of the ongoing armed conflict. Their focus was to offer those beverages to
people with low purchasing power. Their expansion began at a national level,
taking operations to Huancayo, in 1991, Bagua, in 1993, Sullana, in 1994 and
Lima, in 1997.
After 11 years, they decided to venture into the international market. The owners
chose Venezuela as their first country to market their products, due to its similarity
in consumer preferences and the relatively short distance between the two
countries. But it wasn’t until they reached the Mexican market in 2002, when the
road to their internationalization strategy was shaped to a global industry structure.
Accordingly, this will be the starting point to our analysis.
The Ayacucho region in Peru was deeply distressed by the Shining Path guerrilla
conflict,1 inducing major suppliers to retreat from business. The A~na~nos family
rapidly identified a gap and began to produce carbonated beverages using the brand
“Kola Real” brand. The company focused their business model on targeting the
bottom of the pyramided and distance regions which had no attention by the leading
brands, who have targeted consumers with comfortable purchasing power. As it
was stated in their website AJE’s group to “provide high quality products to people
with limited resources was key to their success” (AJE Group 2018).
Based on this low-cost premise, AJE’s products were exported to their first
international market which they had set their eyes on. It was in 1999, when they
decided to venture into the Venezuelan market. But unlike a well-structured
internalization strategy, the company based its decision on the market size, which
was twice as big as the Peruvian market. This strategy led the company to capture
12% of the Venezuelan market, which was the equivalent to 30% of the Peruvian
market. In 2002, AJE Group decided to enter Mexico, the biggest market in Latin
America and fourth worldwide. “AJE’s investment in Mexico was about USD7
million, used to construct the plant in Puebla, which later supplied to Veracruz and
Acapulco”. Then in 2006, AJE began its internationalization into Asia with the
establishment of a production center in Thailand, followed by many other strategies
in the continent.
2.3 Bonds Issuance and Currency Fluctuation
In this section, we will analyze the financial information of the firm based on
Bloomberg reports and other financial experts. It will be stated to which extent its
internationalization process was affected by currency fluctuation and negative
situations. According to the International Capital Market Association (2013),
since 2007, there is proof of an increase in corporate bonds issuance from emerging
market firms and their subsidiaries, due to the lack of trust from financial institu-
tions. Market crisis has led to the downgrading of bond ratings. The general
1
Founded in 1970 by Abimael Guzman, inspired by Peruvian Marxist Jose Carlos Mariategui. It
had presence throughout the country with operations primarily in rural areas of Ayacucho,
Huancavelica and Apumirac, regions with population living in extreme poverty, where the
national government had no military existence. In 1992 they detonated a car bomb in Lima,
where it killed 25 people, becoming the deadliest attack of this organization. The same year,
Abimael Guzman was captured and 1999 Oscar Ramirez, Guzman’s successor was captured as
well. Followed by these events, the organization broke up into small factions, diminishing the
threat against population. The small bands that remains are nowadays committed to drug
trafficking.
implications of this, will be explored according to the Bank for International

Settlements (2005).
3 Research Methodology
3.1 Research Design
We analyzed the internationalization process of the Peruvian Multilatina beverage

company AJE Group, from being a small-town company into becoming a world-
wide recognized multinational enterprise. Since 1988 AJE has managed to take
operations to 23 countries in Latin America, Asia and Africa. We aimed to answer
the question: how can an accelerated internalization process affect the growth of
AJE Group in the beverage industry?
This study is built as a single explanatory case study, based on the methodolog-
ical approach described by Yin (2009) and reinforced by Ghauri and Firth (2004).
The first, becomes a guide to do a rigorous case study research, and to explain in
details the case study’s method and analysis. The former describes the case study’s
method in an international business context.
There are two main reasons why we decided to propose our research as a case
study. First, we intend to gather evidence from many different sources and contexts
as the internationalization process of AJE happened not only in Latin America, but
also in other continents. Case studies are particularly functional when the phenom-
enon to be researched is intricate and puzzling to study outside its natural setting.
The case study method is particularly well suited to international business research,
where data is collected from cross-border and cross-cultural settings (Ghauri and
Firth 2004). Second, to allow the investigation of a phenomenon to be investigated
from a variety of viewpoints, covering a period of time, and crossing the boundaries
between different factors (Ghauri 1983) to grasp various important details. Vari-
ables and concepts under research, are frequently challenging to be measure, as
there are too many variables to be considered, which make experimental, survey or
strictly quantitative methods inapposite to utilize (Ghauri and Firth 2004). Addi-
tionally, case study research is a very useful method to develop understanding of a
business phenomenon, as it allows expanding and generalizing theories, by com-
bining the existing theoretical knowledge with new empirical insights (Yin 1994).
This is one of the objectives of this study, according to internationalization theories
previously explained in the Literature Review.
A single case study will be appropriate, because we are studying the critical case
of a particular behavior of a singular firm, where we want to question an established
theory. It is a critical case, because it meets all the conditions necessary to confirm,
challenge, or extend the theory (Ghauri and Firth 2004).
3.2 Evidence Collection
We adopted a single case study, as we intend to analyze the development of

idiographic explanation and deep contextualization of AJE Group, instead of
contrasting observations for the advancement of propositions and replication of
findings in various settings (Marschan-Piekkari and Welch 2011).
To collect crucial evidence, a case study provides researchers with a configura-
tional context and path (Given 2008). Qualitative case study also provides
researchers with a deep understanding of one or few instances of the studied
phenomenon (Given 2008). We compiled data from specialized business and
general media articles, publicly available interviews with the founder, websites,
official firm’s reports, and then collected secondary data, carefully examining
business records and databases such as EBSCO (a leading provider of research
database, e-journals, magazine subscriptions, and eBooks), Web of Sciences
(a premier research platform for information in the sciences and social sciences),
Emerald (a publisher of journals in management and information services, engi-
neering, applied science and technology), Economatica (a tool for stock market
analysis), and finally Bloomberg, which delivers business and market news, data
and analysis. All those databases, provided us with a solid background and context
to understand of the company’s events. Table 1 shows our secondary data sources
for this analysis.
Using numerous sources is crucial to interpret the company’s decision and its
expansion process; particularly because we are not able to access financial data,
such as balance sheets, profit-and-loss statements, or cash statements, as the
company has a reputation of not making its annual reports public.
To see evidence from different perspectives, we cross-checked findings (Bell
2014). To ensure validation and to produce a more complete, holistic, and contex-
tual portrait of the AJE Group Phenomenon, we validated the information we
received from various sources and examined them through different angles. We
checked AJE Group’s performance through newschapter articles and web sites, and
compared them with business records and databases. We used this triangulation, in
order to reduce the likelihood of misinterpretation (Ghauri and Firth 2004).
Using a single method approach, was the key to provide us with a common
structure to analyze the meaning and to make sense of all the information gathered.
To minimize research constraints, we critically examined the reliability of the
information and defined a research procedure, which produces similar results
under constant conditions on all occasions (Bell 2014).
3.3 Evidence Analysis
We used the case study methodology, to understand the company’s international-

ization actions and managerial decisions. One of the methodology’s strengths, is the
likelihood of gathering as much information as possible to explain accurately what
Table 1 Data collection

Focus for
Source Year Name of report Description of the success information
El Comercio, 2017 Los A~ na~
nos regresan al Angel A~ na~nos comes back Managerial
Perú frente de la as the CEO, after a year
(newschapter) multinacional AJE outside the position
La Republica, 2016 Grupo AJE cambia su A bad sales strategy in Financial
Perú estrategia de venta en Mexico, reduces its mar-
(newschapter) México ket share (17%) in the
country
Semana 2016 Subsidiaria del Grupo Grupo AJE’s subsidiary Financial
Económica, AJE en riesgo de Atic, has a default risk,
Perú (busi- default, según Fitch due to its low liquidity and
ness poor performance in Latin
magazine) American and Asian
markets
Gestión, Perú 2016 Javier Garcı́a, de AJE: Interview with AJE’s Managerial
(business “Estamos enfocando la financial VP
magazine) operación hacia una
mayor rentabilidad”
El Comercio, 2016 AJE: “Antes Interview with AJE’s Managerial
Perú construı́amos fábricas, brand director
(newschapter) hoy trabajamos con
socios”
Expansión, 2016 Big Cola, el error de AJE Group is changing its Marketing
México pensar en grande market strategy
Semana 2015 Grupo AJE: nuevos Due to its financial prob- Administrative
Económica, problemas, nuevas lems, the board has
Perú estrategias announced that Juan
Lizariturry will be the new
CEO
La Republica, 2015 Terremoto en AJE AJE’s financial problems, Financial
Perú due to a drop in consump-
tion of carbonated bever-
ages in Latin America
El Comercio, 2015 El grupo AJE se The company opened two Expansion
Perú expandió al mercado factories in Africa
africano
Gestion, Perú 2015 AJE prepara cambios al Administrative reorgani- Administrative
interior de la compa~nı́a zation in the company
Gestion, Perú 2015 AJE Group reportó un Even though company Financial
mejor desempe~ no en sales went up, the
bebidas deportivas en el EBITDA had a reduction
2014 of 9%
El Comercio, 2015 AJE: “Iniciamos AJE’s new factory in Expansion
Perú operaciones en Egipto Egypt
con una planta propia”
El Comercio, 2014 “Big Cola ocupa tercer AJE’s Big Cola is ranked Expansion
Perú puesto de consumo third in consumption in the
local en Colombia” Colombian market
(continued)
Table 1 (continued)
Focus for
Source Year Name of report Description of the success information
Bloomberg 2012 Peru’s AJEcorp Plans AJE plans to sell 300 mil- Financial
$300 million of Senior lion USD of bonds
Unsecured Bonds
Bloomberg 2011 Rabobank to Lend $100 Rabobank lends 100 mil- Financial
million to Peruvian lion USD to AJE
Bottler AJE Group
Available Secondary data (Source: Authors’ elaboration)
happened to the business from different points of view. Additionally, it brings the
possibility to collect additional data at any time.
We analyzed data using the following five stages. First, we constructed a case
description and explanation. Within it we identified “how” things were developing
and “why” they occurred the way they did in their chronological order. Conse-
quently, we located the different elements and variables of the company’s interna-
tionalization strategy, to facilitate later, their connection to theory testing.
In the second stage of the analysis, we rearranged the data that has been
collected, into more conceptual categories, rather than chronological categories.
Thirdly, we proceeded by identifying the stages of the internationalization process
of AJE Group, which were relevant and provided further practical information for
this case study.
Table 2 and Fig. 1 compile the crucial events in AJE Group’s internationaliza-
tion timeline. Our purpose was to discern the actions and situations that led the
company to implement a rapid internationalization strategy. With the key events of
AJE Group and information on the world’s economy during those events, we could
identify the reasons that might lead the company to rapid internationalization.
With the analysis of this data, we started to gain understanding of AJE’s
organizational structure and managerial style. We then on our fourth stage, com-
pared the company’s internationalization decisions with internationalization liter-
ature and theoretical debates, while also enriching the theory with new findings. We
aimed to make the linkage between the economic atmosphere in the different
national contexts with theoretical frameworks that could answer why the emerging
multinationals start their internationalization process and the reasons behind this
managerial decision. The theoretical frameworks that we used as a base for the
analysis, are the LLL paradigm and the Uppsala model. This was done following
Campbell (1975) and Yin (2003) discussion about “pattern matching”, where
several pieces of information from one or several cases are related to prior assump-
tions, based on propositions resulting from the first data analysis.
On the fifth and final stage, we tried to construct and to refine a framework to
understand the negative growth impacts of a rapid internationalization process in
the case of AJE Group according to our initial proposals.
Table 2 Main chronological events

Year Event
1988 Launching of Kola Real The A~ na~nos family began to produce a carbonated
beverage called Kola Real in Ayacucho (Peru)
1991 Expansion to other cities in Peru They expanded to Huancayo, Bagua and Sullana
1997 Kola Real in Peru’s capital, A~na~nos family was then able to distribute their bev-
Lima erage all over Peru
1999 Internationalization journey They entered first in the Venezuelan market in 1999
and in 2000 they entered Ecuadorian market
2001 New products on their portfolio Launched their bottled water and brand CIELO
2002 Entry to Mexico The company used the same business model used in
Peru to enter Mexico
2004 Escalate internationalization They expanded to Costa Rica in 2004, Guatemala,
strategy Nicaragua and Honduras in 2005
2005 New brand launch Launched a new brand called PULP
2006 New brand launch/Internation- Launched a new brand called SPORADE/New cor-
alization strategy completed porate office in Spain, began operations in Colom-
bian in 2007, Panama in 2009, India, Vietnam and
Indonesia in 2010, and Brazil in 2011
2007 New brand launch Launched a new brand called CFRUT
2008 New brand launch Launched a new brand called COOL TEA
2012 Issue of bonds/New brand The company issued USD300 million in bonds and
launch launched a new brand called VOLT
2013 25th anniversary The company began operations in Bolivia and
Reunion Island
2015 New CEO Angel A~ na~nos steps down after being 28 years in
office/Juan Lizariturri is now the new CEO
The company began operations in Egypt and Nigeria
2017 Angel A~na~nos returns as CEO Angel A~ na~nos is appointed again as CEO
AJE Group (Source: Authors’ elaboration)
4 Findings
AJE Group operation’s strategy is based on low-costs, distribution ownership and

brands creation. This strategy was set by their CEO, Ángel A~na~nos. AJE focused to
offer their beverages for people with low income and low purchasing power,
providing them with quality products at a “fair” price. The A~na~nos family, also
wanted to be involved in the distribution channel and to provide employment for as
many people as possible. Therefore they didn’t outsource this process. On the
contrary, they designed their very own distribution process, and hired small busi-
nesses to be part of their distribution channel. Building brands was the way they
expanded their business, with brands such as Cielo, Sporade and Pulp.
Although the company’s strategy is not fully explained under a specific theory,
we identified that the company followed specific paths. They took the soda market
and its competitors by surprise, first in Peru and then in other countries. They
revolutionized the industry with their low cost strategy, giving people a different
294
Fig. 1 AJE’s Internationalization Timeline. Note: AJE Group (2006). Media: Press information. AJE Group website, Retrieved from https://www.AJEgroup.
com/media/press-information/
V. Duque-Ruiz et al.
Table 3 Market conditions

India Thailand Mexico Venezuela
Market India’s soft drinks The government The market has In 2016, the
growth market has of Thailand been growing Venezuelan
experienced very promotes moderately for the economy
strong growth initiatives and past few years. continued to
since 2011, with a policies to foster The Mexican soft suffer as the real
compound annual healthier eating, drinks market GPD declined by
growth rate drinking and life grew by 4.9% in 10%. This
(CAGR) of 28.5% styles tendencies. 2015 and it was reflected the
for the period Soft drinks in expected to impact of heavy
2011–2015. The Thailand are continue growing government
Indian expected to record towards 2018. intervention in
government plans a slowdown in Mexico, in 2013 the economy and
to roll out its new performance over dominated 11.9% lower global oil
indirect tax the forecasted of the drinks and prices. In 2016,
regime under the period, primarily beverage industry soft drinks
banner of goods due to the in the entire declined by 19%
and services tax maturity of American in volume terms,
(GST) starting, several categories, continent. The as providers were
1 April 2017. This namely third largest unable to quickly
new tax is carbonates, RTD beverage industry replenish their
assessed under a tea and energy in the continent, stock and to
four-tier rate drinks. Growth after the United maintain steady
structure, which is over the States (59.9%) production levels
as follows. forecasted period and Brazil
Carbonates, both will be largely (16.1%)
cola carbonates supported by In 2013, the
and non-cola healthier options, industry reached
carbonates are such as bottled 67.8 billion USD
likely to see water, juice and in revenues
sustained sports drinks
slowdowns in vol-
ume growth rates
over the
forecasted period.
This is likely to be
related to the
increasing
consumer
preference for
health and
wellness products,
which is set to be
among the major
reasons for
consumer demand
drifting away
from carbonates
Market Coca-Cola is the Coca-Cola has Soft drinks is Coca-Cola and
share leading player in 17.6% of the highly PepsiCo are the
the Indian soft market share, concentrated with leading players
drinks market, Boon Rawd few companies with 22% and
generating a Brewery Co owns dominating big 20% respec-
24.9% share of the 10% and AJE shares in each tively. AJEVEN
(continued)
Table 3 (continued)
market’s value Thai dominates category. This has CA had 2.6% of
PepsiCo accounts 2.6% of the share been a constant, as the market in
for another 15.2% the major 2016
of the market. The companies
other 59.9% is continue
distributed among developing their
small players distribution
networks and are
launching new
products. Coca-
Cola is the leading
player with 53.8%
of the market
share. AJEmex
CA had 1.6% of
the market in 2016
Market Off-Trade form Off-Trade Off-Trade form Off-Trade
distribution the leading distribution the leading distribution
distribution channel accounts distribution channel accounts
channel in the for 72.7% share of channel in the for a 90% share
Indian soft drinks the total market Mexican soft of the total
market, drinks market, market
accounting for a accounting for a
63% share of the 45% share of the
total market value total market value.
Convenience Supermarkets and
stores and gas hypermarkets
stations account dominate 32.1%
for 29.6% of the of this channel,
market when the
traditional grocers
control 63.3% and
other stores 4.6%
Suppliers Supplier power is Some producers The domestic
power moderate in this are producing production of soft
market. The their own raw drinks continues
supplier market materials, to be threatened
size is extensive. disposing their by shortages of
There is no need for suppliers. major raw
oligopoly Alternatively, materials and
suppliers can also inputs, which has
sell their products led to the
to the market. diminished
Furthermore, availability of
suppliers can products and
produce their own brands. Faced
beverages through with declines in
established international oil
companies, which prices. The
will significantly government has
reduce the chance limited the
of success allocation of
(continued)
Table 3 (continued)
foreign exchange
for imports. With
few possibilities
for improvement,
this situation
remained in
effect throughout
2016, with the
majority of soft
drinks categories
showing negative
sales trends
New Although it would Existing players There is an Empresas Polar
entrance be difficult for a rely on new prod- increasing CA has continued
and rivalry new entrant to uct innovations to opportunity to to invest in
compete with stay relevant and enter the market expanding its
existing players, it to maintain con- on a small scale. product portfolio.
may be possible to sumer interest for Demand for Empresas Polar is
achieve small- their brands, and organic products, by far the most
scale success, by eventually as well as artisanal prominent
focusing on a boosting sales in a craft beers, has company
unique production challenging envi- been increasing. supplying soft
method or ronment in terms Rivalry has drinks to the
nutritional of volume perfor- increased. consumer
benefits. Market mance. The com- Switching costs foodservice and
niches can be petitive landscape are mostly low retailing
exploited by new of soft drinks in and can boost channels. The
entrants. The Thailand remains buyer power. holding company
players in this fragmented with However, overall reaches all cities,
market are fairly the presence of consumer demand even the smallest
similar. Switching many domestic forces them to towns, through
costs are low: players. Domestic stick to popular the largest
buyers can switch soft drinks’ products, which distribution
from one player to players thrived, reduces buyer network
another without thanks to their power. The large operating in
incurring costs competitive pric- number of market Venezuela
ing, attractive players aims to
marketing increase
campaigns, and competition.
wide distribution Products are eas-
networks. The ily identified as
economic brand loyalty is a
slowdown hurt the big factor
purchasing pow-
ers of low-income
consumers,
several companies
began to shift their
focus to target the
more-affluent
urban consumers
(continued)
Table 3 (continued)
Purchasing Buyer power is Buyer power is Buyer power is Buyer power is
power moderate. India’s moderate. moderate. moderate.
parity 2010 PPP was Thailand’s 2006 Mexico’s 2002 Venezuela’s
conversion 14.203. It has PPP was 11.564. It PPP was 6.554. It 1999 PPP was
factor increased to has increased to has increased to 0.225. It has
17.087 in 2015 12.187 in 2015 8.401 in 2015 increased to
(Fig. 2) (Fig. 2) (Fig. 2) 5.591 in 2014
(Fig. 2)
Source: Authors’ elaboration
INDIA
16
14
12
THAILAND
10
MEXICO
8
VENEXUELA, RB
6
1998 2000 2002 2004 2006 2008 2010 2012 2014
Fig. 2 Purchasing power parity conversion factor 1998–2015 (Source: Authors’ elaboration)
option when purchasing soft beverages. They had the government support from
home companies to go abroad, they developed confidence by dealing with the
guerrilla conflict, and they had a strong vision to become one of the largest
multinationals in the world by 2020.
4.1 Market Conditions
The beverage industry consists of different types of drinks available to the market,
such as soft drinks, beer, ciders, other alcoholic beverages and more. The soft drinks
segment refers to the sales of carbonated drinks, bottled water, functional drinks,
juices and new age beverages. Carbonated soft drinks include many kinds of drinks,
among them is cola, which is the most relevant product for AJE Group.
We have chosen to analyze four of the economies where AJE is nowadays

operating. Those four markets are very similar in a way that all of them have a
major population with low income, which is the target market of AJE.
Table 3 presents information about the market growth, market share, market
distribution, supplier power, new entrance, rivalry, and purchasing power parity for
four of the countries where AJE Group internationalized its operations. According
to the following information, we are going to establish the common conditions of
these markets. The following data in this industry profile, is based on the most
recent information available for each country.
4.2 Market Growth
The soft drinks industry has experienced an increase in sales over the last years. For
the analyzed countries, we can say that consumption habits and external factors are
triggering the growth of this market.
If we look for instance at the political situation in Venezuela, the economy has
suffered greatly due to governmental decisions. GDP in the country has declined by
10% and the situation is highly uncertain. In 2016, the soft drinks market declined
by 19% in volume, as providers were unable to quickly replenish their stock and to
maintain steady production levels.
In the case of Mexico, the market is still recovering from the imposed tax in 2014
on sugar drinks, which included carbonated soft drinks and juices. The market is
growing at a small rate and is expected to remain in that process until 2018.
With the incursion of a new indirect tax regime under the banner of goods and
services tax (GST) taking effect on the 1st of April 2017, the market is expected to
stop growing. Carbonates drinks are expected slowdown in volume growth rates
over that period as it reflects the increasing consumer preference for healthier
products.
Thailand and India face similar situations. The government is in a strong position
to continue promoting initiatives to encourage healthier eating and drinking habits.
The government is planning to impose an excise tax on drinks with high sugar
content. Soft drinks in Thailand are expected to record a slowdown in performance
over the forecasted period, primarily due to the maturity of several categories,
namely carbonates, RTD tea, and energy drinks.
The above expresses one of the biggest concerns in a company’s international-
ization process, as prominent political decisions and situations such as these, are
going to affect the development of the company. In those four markets, it is clear
that the market conditions have affected their sales and positions during their time
of operation. The industry is not stable and there are many challenges ahead.
4.3 Market Share
Market share is the percentage of market distribution among companies. For all
four economies, Coca-Cola is the biggest competitor, owning at least 20% of the
market share in each country, although in Mexico it owns 58.3% of the market
share. In all other countries, there is a big number of competitors making it hard for
AJE Group to compete. In Thailand and Venezuela, AJE controls 2.6% of the
market, when in Mexico this number is 1.6%. In India, there are so many compet-
itors that AJE is still not an accountable player, as their share only accounts for less
than the 1%.
4.4 Market Distribution
Market distribution refers to the channels where the products are displayed. The
Off–Trade channel is when products are displayed at grocery stores, supermarkets,
hypermarkets, convenience stores, gas stations, and others. The On-Trade channel
in when the products are being offered in restaurants, bars, hotels, etc.
According to AJE’s distribution strategy, their products are being displayed at
small groceries and convenience stores. Therefore a high percentage of off–trade
can be translated into more distribution channels. But when the biggest percentage
of sales is happening in supermarkets and hypermarkets, the competition possibil-
ities decreases and so the sales of AJE’s products.
In India, 60% of the off–trade distribution happens in big department stores. In
Mexico, supermarkets and hypermarkets control 32.1% of this channel, traditional
grocers 63.3% and other stores only 4.6%. This information is not available for all
countries and varies among them, so there is no common condition around the
market distribution aspect.
4.5 Supplier Power
Supplier Power refers to the combination of information such as, differentiated

input, switching costs, supplier size, player independence, player dispensability,
oligopoly threat, quality/cost, forward integration, and substitute inputs.
In the analyzed markets, supplier’s power is moderate. In India, the supplier
market size is extensive, there is no oligopoly.
Some of Mexico’s producers are producing their own raw materials, disposing
their need for suppliers. Alternatively, suppliers can also sell their products to the
market. Furthermore, suppliers can produce their own beverages, which will sig-
nificantly reduce the success rate of established companies.
The domestic production of soft drinks in Venezuela continues to be threatened

by shortages of major raw materials and inputs, which led to the diminished
availability of products and brands. Faced with declines in international oil prices,
the government has limited the allocation of foreign exchange for imports.
As the power of suppliers is moderate, there is a latent threat for AJE’s products,
mostly in Venezuela, where the political situation is unstable and the supplies of
inputs and raw materials are being affected by it.
4.6 New Entrance and Rivalry
New entrance and rivalry include many factors such as competitor’s size, storage
costs, number of players, similarity of players, low fixed costs, low cost switching,
lack of diversity, hardship of existence, distribution accessibility, brand weak-
nesses, undifferentiated products, supplier’s accessibility, market growth and
degree of regulation, and others.
In the Indian market, it would be difficult for a new entrant to compete with
existing players in terms of reach and brand strength. It may be possible to achieve
small-scale success by focusing on a unique production method or nutritional
benefits. Market niches can be exploited by new entrants making more room for
more competitors in the foreseeable future.
In Thailand, there is a tendency for product innovations rather than the entry of
new competitors. The competitive landscape of soft drinks in Thailand is
fragmented with the presence of many domestic players, which harnesses the
sales of small companies like AJE Group. In recent years, Thailand’s low-income
consumers have faced an economic slowdown, leaving the primary buyer of AJE
with less purchasing power. Accordingly, several companies have seen the need to
begin shifting their focus to target the more-affluent urban consumers.
There is an increasing opportunity to enter the Mexican market on a small scale.
Demand for organic products, as well as artisanal craft beers, had been increasing.
Rivalry has increased as a great number of market players is aiming to increase
competition, making it more difficult to survive in the market.
In Venezuela, Empresas Polar is by far the most prominent company supplying
soft drinks to the consumer foodservice and retailing channels. Indeed, the holding
company reaches all cities and even the smallest towns through the largest distri-
bution network operating in Venezuela. They have continued investing in
expanding its product portfolio. Rivalry is not as prominent, but Polar CA repre-
sents an almost undefeatable competitor.
There is a common factor among all four markets: the players in the market are
similar, making switching costs low. This means that buyers can switch from one
player to another without incurring costs. This boosts rivalry to a higher extent. The
increased number of competitors in most of the markets, and the low cost of
switching products, left AJE in an unstable position in those markets, as they do
not own more than the 2.6%, and they are not a traditional brand.
4.7 Purchasing Power Parity Conversion Factor
From data collected by the World Bank we can say that the Buyer Power in India
increased 20.3% in 5 years of operations. In Thailand the purchasing power parities
(PPPs) increased by 5.3% from 2006 to 2015. An increase of 28.18% was seen in
Mexico’s ‘PPP’ in 13 years of operations. And for Venezuela the ‘PPP’ in 2014 was
almost 24 times higher than in 1999.
We can observe in (Fig. 2) the behavior of the ‘PPP’ in the four economies
analyzed. It has been constantly increasing, and it is now higher than the ‘PPP’
when AJE Group entered the market. This relates to the increasing power of buyers
to acquire market goods, soft drinks, as well as other types of drinks. When there is
an increase in people’s capacity to buy, people’s behaviors will change as they will
begin to acquire goods that they weren’t able to acquire before. AJE’s market
strategy is to target low income sectors of the population. Which means that
AJE’s products will no longer be the primary choice for buyers, because these
buyers are going to prefer more expensive ones. The increasing in the ‘PPP’ of the
countries can negatively impact the group’s sales.
5 AJE’s Internationalization Process According

to Different Theoretical Frameworks
5.1 Uppsala Model of Non-sequential Internationalization
According to the Non-Sequential Theory of Internationalization Process, firms do

not follow the traditional stages pattern in their internationalization process. This is
a sharp contrast to the sequential model of internationalization. Such firms have
been termed ‘born global’ by Mort and Weerawardena (2006), Knight and Cavusgil
(1996) and Madsen and Servais (1997). The term ‘born global’ refers to companies
that aim to a rapid international growth from the inception on in their lives.
Companies that implement a global strategy from their beginning (Oviatt and
McDougall 1994). One of the major characteristics of this so called ‘born global’,
is that in their choice of international market entry, the majority of the firms ignored
psychic close markets, and they may also avoid using gradual internationalization.
AJE’s market selection for its international expansion was based on selecting
countries that are close in psychic distance, like for example Venezuela, Ecuador,
Mexico and Costa Rica, in order to improve managerial learning and decision
making to minimize risk when entering into more distant psychic markets. They
usually moved one stage to another, from the simplest form, export, to manufactur-
ing abroad. This process combines getting experience and knowledge and increas-
ing resource commitment to a foreign market.
It is a fact that AJE avoided using a gradual internationalization process when
going abroad. They didn’t choose the entry mode with less marginal risks. They
chose to begin operations directly with production plants. It is also true that AJE’s
internationalization process was being accelerated, since the beginning of their
operations in Venezuela in 1999. Now they are located in 23 countries in Latin
America, Asia and Africa, owning 21 plants in 11 of those countries.
Historically, ‘born global’ firms often achieve success through fast access to the
market as their products undergo continuous innovation and improvement. They are
dependent on speed offered by technological developments. In the case of AJE,
their product is not susceptible to improvement or innovation, it is mostly to reduce
costs of production and consequently lower costs for consumers.
According to Mathews (2006), the considerations that apply to international
expansion in the pursuit of resources and new customers, are quite different from
those that apply to the expansion designed to exploit existing resources. MNCs such
as AJE Group, are driven by international expansion to pursue resources such as
new customers.
AJE has been focusing its strategy in key markets around the world. For the
company, those markets are fundamental to continue its internationalization strat-
egy. However, if those markets don’t respond, AJE’s cash flow will be directly
affected.
6 Rapid Internationalization Process
6.1 Venezuela
Successful experiences in Peru derived the ability of AJE Group to participate in the
Business Network of the soft drinks industry. This network knowledge led to the
commitment of internationalization to similar countries such as Ecuador and
Venezuela in 1999, countries where the local soft drinks industry was not strong
enough to build entrance barriers.
Through steady commitment to maintain operations in those countries, AJE
Group has been able to stay in Venezuela, dealing with the country’s risk, and
adapting operations to new opportunities. Despite the nationalization of various
industries, AJE Group has managed to remain, through the FDI in Venezuela and
through relationship building with the government.
• Knowledge of the country: In some ways, Venezuela is a country like Peru. Risk
awareness in Peru was dominated by the A~na~nos family since early 1980s.
Violence issues at that time, such as the Sendero Luminoso Guerrilla,2 was a
2
The Peruvian guerrilla Sendero Luminoso, or Shining Path was created in 1980 as a armed
insurgency Maoist group against the Peruvian state. The armed conflict with Shining Path had deep
effects in the economy, politics and society in Peru. Shining Path’s tactics and strategies included
criticalgeographical elements in the movement’s efforts to overthrow the successive democratic
government. Beginning in the mid-1960s the Shining Path established a vast network of supporters
leverage for the family to gain market share. This enabled AJE Group to operate
in countries with similar risk.
• Knowledge of the operation: In its home country, Peru, AJE Group acquired
experience and knowledge regarding the soft drinks industry. This knowledge is
transversal and applicable to the international consumer. AJE Group focuses on
delivering similar products to the Venezuelan market.
• Knowledge of competitors: constant rivalry with multinationals such as Coca-Cola
and Pepsi-co yielded special competition knowledge that allowed AJE Group to
take advantage of markets already developed by competitors and the needs created
by them.
• Latin American customer Knowledge: Being a Peruvian company, AJE Group
knows the tastes and needs of the base of the pyramid consumers in their
country, which in a globalized world could be similar to the likes of the rest of
the countries in Latin-America.
• Marketing and distribution strategy knowledge: the knowledge of the Latin
American market facilitated AJE Group to acquire relevant knowledge in
order to successfully market their portfolio.
Regarding AJEVEN operations, latest news show evidence of difficulties oper-
ating in the bottling plant in Venezuela, mainly due to shortages in raw materials,
which reflected in production shutdown of 9 of the 11 productions lines. This is
basically due to the difficulties in logistics on imports and currency instability.
However, it is very likely that the knowledge acquired by the company in these
years of the revolution, about the economic and institutional management of
Venezuela will make AJE Group maintain its market position and lead the soft
drinks industry once the Venezuela economy becomes stable again.
Political instability has hit AJE’s sales harder in the country, its volume sales has
been down 38% from 2010 to 2016. The economic turmoil has not only affected
AJE, but also all major beverage companies situated in the country. Restrictions in
foreign exchange and lack of inputs had a direct impact in AJE’s market volume,
decreasing from 5 to 3%.
6.2 Mexico
Mexico is AJE’s biggest market. After the tax on sugar-sweetened beverages,

which came into force in 2014, company’s sales took a hit, the industry was not
able to recover until 2016, where marketing and pricing strategies were key to the
recovery of the sector.
AJE implemented a new distribution strategy, focusing primarily on retail stores,
rather than small stores. This decision made them lose up to 20% of the market share.
and sympathizers in the rural areas of the southern Andean departments of Ayacucho and
Apurı́mac.
The decrease in sales and the legal battle against Coca-Cola for monopolistic practices,
led the company to lay off employees and to close many distribution centers.
To recover, the company is relaunching many of its products with new packag-
ing and reformulating Big Cola. It is also increasing its focus on middle income
consumers. With the stagnation of the Sodas and juices in Mexico, AJE’s water
brand Cielo, will be key to the company’s growth strategy in the country.
6.3 Thailand
AJE has experienced the biggest market failure in Thailand, even though it has been
growing all over Asia. Market share fell by 32% since 2010, due to intensified
competition of Coca-Cola and local producer ‘Thai beverage PCL’. Thailand’s
market fragmentation has been a big obstacle to AJE’s distribution model, on the
contrary to Mexico, where it is more successful due to market concentration.
Nowadays, the company is shifting its strategy to introduce the rest of its portfolio
into the Thai market, so it can recover the market share it has lost in recent years.
6.3.1 Linkage, Leverage, and Learning (LLL)
The linkage, leverage, and learning (LLL) framework is a variation applied to

EMMNEs of the resource-based view (RBV) (Hamel and Prahalad 1993). Mathews
(2006) proposes that firms from the developing world are becoming players in the
global economy and have lessons to teach in the strategies they have adopted. In
this framework, the focus is EMMNEs’ strategic choices (linkage, leverage, and
learning) which is more suitable than a timeless framework such as Ownership,
Location, and Internalization. This hypothesis is developed in his article Dragon
multinationals: New players in twenty-first century globalization. In this framework
EMMNEs are latecomers to the global business system, and therefore could be
applied to AJE Group. Mathews contends in contrast to established MNEs, which
seek to take advantage their existing competitive advantages to international
expansion, EMMNEs internationalize to acquire new competitive advantages, by
gaining intangible resources (such as technology, brand power and management
expertise).
As EMMNEs are based on the theoretical framework of LLL, we might imply
that AJE Group took Venezuela as a learning ground for venturing in Mexico,
which during that time was the fourth biggest market of the world in soda con-
sumption. But despite the political and economic climate in Venezuela, they didn’t
leave the country, as they consider it one of the most important markets for the
company. Based on that premise, we will take a deeper look on that market and
evaluate the possible reasons for their decision to continue doing business there,
even though most of the multinationals that were present there are leaving.
AJE Group is not an exception, the company took the soda market and its
competitors by surprise. They revolutionized the industry with their low cost
strategy, which they not only apply to their products, but also used as the model to
internationalize and overcome entry barriers.
In this part of the analysis we will validate the LLL framework into the
company’s internalization process, and evaluate three factors of this theory, by
applying it to AJE’s strategy and asses the effects of their known decisions. We will
test whether the LLL strategy played against or in favor of their business model,
how the company coped with the economic changes in the markets they are in, and
how the future looks for them.
AJE Group focused on the advantage of exploiting a market that has not been
exploited by the major players of the soda industry in the world.
AJE Group’s distribution model was specially developed for the specific needs
of emerging markets. Ninety-two percent of AJE Group’s sales are through third
party distributors and small retailers. Sales through wholesalers represent just 8%.
This type of model allows them to enter emerging markets faster and create a
distribution system supported by local partners and small entrepreneurs. To be
globally oriented becomes an advantage, as the opportunities through which it can
growth are likely to be found in the global market, instead than in its home
environment (Mathews 2006).
6.4 Bonds Issuance and Currency Fluctuation
We put up this case study by understanding the company’s chronological events

and by doing historical research on the company’s investments. As Euromonitor
International show on their 2016 Report, AJE Group investment in the Venezuelan
market between 1999 and 2006, was more than USD80 million. In the Mexican
market, in 2002, they invested USD7 million, and managed to obtain 12% of the
market share in the world’s fourth major market of soft drinks at the time. By 2006,
the company entered in Thailand with a big success, representing 15% of the
company’s EBITDA. Then in 2010, the company ventured into the Indian market
(Euromonitor 2016a, b).
To finance its expansion, in 2012, AJE Group decided to issue USD300 million
in bonds, but the deterioration of the markets where the company had presence and
intercompany loans, have deteriorated AJE’s liquidity, which affected their plans
for further expansion. Due to this, AJE Group increased its risk of default in some of
its subsidiaries (Bloomberg 2012) (Fig. 3).
Being a MNC had its advantages a few years ago, the re-evaluated currencies in
Latin America helped Latin American companies to venture into the internalization
path. As we have seen in the previous sections, that encouraged AJE Group to
leverage its operations by issuing the bonds. Figure 4 and Table 4 show the
development of AJE’s bonds value over the past few years and the climate condi-
tions on the four analyzed countries.
As a family owned business, AJE’s financial statements haven’t been released to
the public. But in 2012, the necessity to leverage their operations led them to issue
Aje Group Off-Trade RTD Volume Sales of

Soft Drinks by Market 2009–2014
100%
90%
Share of company off-trade RTD volume sales
80%
70%
60%
50%
40%
30%
20%
10%
0%
2009 2010 2011 2012 2013 2014
Mexico Peru Guatemala

Colombia Dominican Republic Thailand
Ecuador Venezuela Other markets
Fig. 3 AJE’s volume sales. Note: Euromonitor (2016a, b). AJE Group in soft drinks (world).
Retrieved from http://www.portal.euromonitor.com.ezproxy.eafit.edu.co/portal/analysis/tab
bonds worth USD300 million at a 6.5% rate until 2022. Those bonds were rated BB
by Standard and Poor’s and BB+ by Fitch ratings. AJE Group doesn’t have
corporate strength and lacks view in this sense. The primary decisions made by
the company to move into markets, lack strategy and also lack a well-planned
vision.
Their founder Angel A~na~nos believed that a low-cost strategy was the only key
element to the success of the company, but as the ratings began to appear, the gold
star faded away.
A subsidiary called Atic is covering AJE’s operations in Latin America. The
company nowadays is facing serious economic problems, and accordingly Atic is
issuing bonds to leverage other subsidiaries that haven’t been doing well econom-
ically, as Indonesia for example. Fitch’s warnings were very clear.
As presented by Fitch Ratings (2014) “The loans have benefited a beverage
company in Indonesia owned by Atic’s shareholders. The ratings of Atic and AJE
Corp will be downgraded if this company is not brought into the guarantor group.
Fig. 4 AJE’s evolution of bond’s value. Note: Borse Berlin (2016). AJE Group. Retrieved from
http://www.boerse-berlin.com/index.php/Bonds?isin¼USN01766AA73
Table 4 Economic climate

Country Year Fact Pros Issue Impact
Venezuela 1999 12% Market Total market size is Political insta- Market share
share equivalent to the 30% of bility and eco- fell 38% from
USD80 the Peruvian market nomic turmoil 2010 to 2016
million
Mexico 2002 12% Market Fourth biggest market in Tax on sugar- Market share
share USD7 the world sweetened fell 20% since
million beverages 2014
Thailand 2006 15% of the Biggest Asian market High market Market share
Company fragmentation fell 32% since
EBITDA 2010
India 2010 16% Market Good customer Aggressive Possibility to
share response pricing introduce
strategy more products
Source: Authors’ elaboration
Even if this was to occur, the ratings would likely remain with a negative outlook.
Fitch remains concerned about the company’s weak cash flow generation in crucial
countries, such as Peru, Colombia, and Mexico. If Atic’s performance in those
markets does not recover, negative rating actions will likely occur”.
2.00
Comparave Analysis Of Currencies
1.50
1.00
0.50
0.00
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Mean VEF/USD (Venezuela) Mean MXN/USD (Mexico)

Mean THB/USD (Thailand) Mean INR/USD (India)
Fig. 5 Currency evolution of AJE’s main markets (Source: Authors’ elaboration)
Table 5 Currency evolution of AJE’s main markets

Mean VEF/USD Mean MXN/USD Mean THB/USD Mean INR/USD
Year (Venezuela) (Mexico) (Thailand) (India)
2000 1.45 0.11 0.02 0.02
2001 1.38 0.11 0.02 0.02
2002 0.90 0.10 0.02 0.02
2003 0.61 0.09 0.02 0.02
2004 0.53 0.09 0.02 0.02
2005 0.48 0.09 0.02 0.02
2006 0.47 0.09 0.03 0.02
2007 0.47 0.09 0.03 0.02
2008 0.47 0.09 0.03 0.02
2009 0.47 0.07 0.03 0.02
2010 0.24 0.08 0.03 0.02
2011 0.23 0.08 0.03 0.02
2012 0.23 0.08 0.03 0.02
2013 0.17 0.08 0.03 0.02
2014 0.17 0.08 0.03 0.02
2015 0.23 0.06 0.03 0.02
2016 0.23 0.05 0.03 0.01
2017 0.23 0.05 0.03 0.02
Note: Currency converter using official exchange rates—fxtop.com (2016, May 6). Retrieved from
http://fxtop.com/
Eventually, Fitch Ratings downgraded Atic from BB+ to BB, and from B+ to B–
in 2016. Even though Atic incorporated the operations of Indonesia, the company
was unable to lower its net debt/EBITDA ratio, which increased in 2014 to 4.7
compared to 2013 which was 3.1. Atic’s revenues haven’t gone up as the company
had expected. In fact, the currency devaluated in their most important markets.
Figure 5 and Table 5 show the currency evolution in four of the most important
markets of AJE Group.
This downgrade also reflected the increased competition in most markets and the
failure of consumers to switch from well-known, established brands to Atic’s prod-
ucts during economic distress in Latin America and Indonesia (Fitch Ratings 2016).
Due to this instability, the founder and CEO Angel A~na~nos, who ran the
company for over 20 years, was asked by the board to step down and put Juan
Lizariturry in charge to run the company.
The new CEO has already taken steps to straighten up the company’s economic
instability. The company has been taking steps to cover FX exposure and to cut
costs in all of its operations, such as reducing back office and distributors, as well as
reducing marketing expenses to improve profitability in a more competitive envi-
ronment. According to Fitch Ratings (2016) “Atic is now focusing on improving its
product mix towards non-CSD products, which have higher potential growth and
less mature markets than carbonated soft drinks”.
7 Conclusion
Even though there is scarcity in academic information on Latin American multi-

nationals, there is in fact many economic news around AJE Group and its opera-
tions, all of which answer the question we stated about the influence of the
currencies values and fluctuations in AJE’s main markets.
After looking for that answer, we are assured that one of the keys to AJE’s initial
success, was due to the revaluation of those currencies for almost 5 years, which
benefited the economic welfare of AJE. But then, the company executed poor
managerial cash flow decisions in the emergent markets. When the CEO had to
act more strategically, Mr. A~na~nos made decisions based on intuition, leaving the
company exposed to flaws in those emergent markets, which affected not only their
revenues, but also the value of the issued bonds.
For a company that is internationalizing, it is very important to consider many
variables, and not just the fact of having low cost products. They should also
develop value for the brand. In our case, AJE Group ventured into internalization
with the low-cost premise, and didn’t consider the devaluation of currencies and the
price sensitivity that their products had.
Nowadays, price sensitivity is affecting them, because AJE’s customers in
emergent markets have been living under the effect of their currency devaluations,
which has led many of those countries to higher inflation rates.
The market selection for early expansion was influenced by the decision of
managers to minimize risk and exposure. AJE Group’s international expansion
was driven by the need for new customers, rather than the need to exploit existing
resources. Their distribution model had been successful in concentrated markets
like Mexico, rather than fragmented markets like Asia.
Repeated application of the linkage and leverage processes may result in the firm
learning to perform such operations more effectively (Mathews 2006). Repeating
the initial model that was successful in Mexico helped AJE Group learn and
replicate it into other emerging markets.
As per the linkage framework, unlike MNC’s in developed countries, it is very
hard for AJE and other emerging multinationals to create partnerships, due to the
limited amount of cash flows. Accordingly, the best way to raise money for their
investment is through the leverage framework. AJE Group followed this premise.
And in 2012 they issued 300 USD millions worth of bonds, with an annual rate of
6.50% expiring in 2022. These bonds were rated BB by Standard and Poor’s and BB+
by Fitch ratings.
We recommend further analysis to study the reason behind the downgrading of
bonds, which most likely happens due to increased competition in most markets,
and the failure to trade down bonuses during economic distress in Latin America
and Indonesia.
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(UNCTAD).
Strategic Renewal in Corporate
Entrepreneurship Context:
A Multi-case Study
Amir Mohammad Colabi and Datis Khajeheian
Abstract The main purpose of this article is to explore the delineating process,
content, and outcome of the strategic renewal and its potential to affect the long-term
prospects of organizations, and its distinctive features in corporate entrepreneurship
context. Using the systematic grounded theory method and drawing on 20 in-depth
case studies of four entrepreneurial Ceramic-Tile organizations of Iran, the result
suggested that the entrepreneurial strategic renewal is the processes of reconsidering
the organizational capabilities to balance the exploration and exploitation of oppor-
tunities. Within the entrepreneurial context, the interactional strategies of entrepre-
neurial strategic renewal are product regeneration, organization revitalization,
marketing mix reformulation and business model renovation strategies. This process
is responsive to intra-organizational inappropriateness, extra-organizational chal-
lenges, as well as to the governmental, economical, societal, cultural, geographical,
regional, and industrial and market conditions and finally its outcomes are leverag-
ing the industrial position, growth of sales in local market, penetration to the foreign
market and inspiration of the entrepreneurial culture in organizations.
1 Introduction
Entrepreneurship is the process of discovery, evaluation and exploitation of opportuni-

ties, and creation of future goods and services (Shane and Venkataraman 2000). This
process can be done individually or in the form of new venture creation as well as within
an existing organization (Khajeheian 2017; Hang 2016; Shane 2003; Venkataraman
1997; Casson 1982). Accordingly, the process of creation or discovery and exploitation
of opportunities by established organizations has been conceptualized as the “corporate
entrepreneurship” (Burgelman 1983; Kuratko and Audretsch 2013; Kuratko et al. 2015).
A.M. Colabi (*)

Tarbiat Modares University, Tehran, Iran
e-mail: colabi@modares.ac.ir
D. Khajeheian

316 A.M. Colabi and D. Khajeheian
Hang (2016) defined corporate entrepreneurship as “The overall activities of

building new business in an established organization are called corporate entrepre-
neurship in the field of entrepreneurship studies”. Corporate entrepreneurship in its
common conceptualization has been defined as a process, including two general
approaches of: (1) The birth of new businesses within the existing organizations
which is called internal innovation or venturing and (2) the transformation of
organizations through renewal of the key idea on which they were built which is
called “strategic renewal” (Guth and Ginsberg 1990a).
As it can be considered in this definition, the strategic renewal is one of the two
main dimensions of corporate entrepreneurship. This process has been known as an
approach for making the organization capable of exploiting the business opportu-
nities and seizing competitive advantages (Kuratko and Audretsch 2009) which
eventually leads the organization to redefine its relationship with its market or
industry competitors by fundamentally altering how it competes (Kuratko and
Audretsch 2009; Morris et al. 2010). In this regard, the strategic renewal can be
an organizational ability for coping with the substantial and often upheaval tech-
nological, political and economic changes (Albert et al. 2015; Schmitt et al. 2016a).
In spite of the fact that the strategic renewal has been as subset of corporate
entrepreneurship, it has also been a prominent theme in other various organization
and management research domains (Ben-Menahem et al. 2013; Schmitt et al.
2016a). A review of the literature indicated that this concept has been also consid-
ered as a model of strategic changes or a way for changing the path dependency of
organizations especially in the strategic management field of research (Agarwal and
Helfat 2009; Floyd and Lane 2000).
In principle, in its early conceptualization, the strategic renewal was more close
to organizational rejuvenation (Adenfelt and Lagerstr€om 2006; Baden-Fuller and
Stopford 1992; Covin and Miles 1999; Kuratko and Audretsch 2009, 2013). While
later, it has necessarily implied either the implementation of new business strategies
in a way that leverages the firm’s resources (Basu and Wadhwa 2013) a driver for
organizational learning (Crossan and Berdrow 2003; Jones and Macpherson 2006)
in order to fully exploits available product-market opportunities (Covin and Miles
1999; Kuratko and Audretsch 2009).
As it obvious since 1980s, the broad attention has been paid to strategic renewal.
However, the body of research in this case face a growing diversity in both
theoretical and empirical perspectives (Schmitt et al. 2016b), and these which
create a number of challenges in the field.
First, from the theoretical debate, the strategic renewal body of knowledge faced
unequal conceptualizations and assumptions about the construct (Agarwal and
Helfat 2009). Prior theoretical studies not only drew on a variety of theoretical
foundations, but also had a tendency to focus on selected dimensions of the strategic
renewal construct such as its drivers of its internal processes (Schmitt et al. 2016b).
Moreover, there is little consensus in the literature on what strategic renewal means
and how it differs from other, related concepts, such as strategic change (Agarwal
and Helfat 2009), corporate venturing (Verbeke et al. 2007); or strategy process
(Volberda and Baden-Fuller 2003).
Strategic Renewal in Corporate Entrepreneurship Context: A Multi-case Study 317
Second, from the empirical point of view, the strategic renewal has rarely been
considered empirically as a distinct phenomenon (Agarwal and Helfat 2009) espe-
cially as the subcategory of corporate entrepreneurship (Kuratko and Audretsch
2013). Instead, it has been mostly observed as specific type of strategic (Burgelman
1991), a managerial process promoting changes in a firm’s core competences (Floyd
and Lane 2000), the redefinition of a firm’s mission (Zahra 1993), changes to the
resource patterns of business (Stopford and Baden-Fuller 1994), or the alignment of
organizational competencies with the environment (Flier et al. 2003).
While these studies have provided rich understandings into strategic renewal,
there is little explaining about the manifestation of strategic renewal in the context
of corporate entrepreneurship (Kuratko et al. 2015). evidence suggests that the
strategic renewal has more specific meaning and focus especially in the corporate
entrepreneurship context (Kuratko and Audretsch 2009, 2013) and could be observed
as the entrepreneurial business scenarios including declining firms facing turnaround
situation, embracing the new market opportunities and deliver new product or
process, to redefining the industrial competitive positions (Covin and Miles 1999).
Nevertheless, the subsequent researches have rarely considered it as a corporate
entrepreneurial scenario and thus, according to Corbett et al. (2013) and also Ireland
et al. (2009), there is still a debate in the field of corporate entrepreneurship that the
structure of strategic renewal as one of the aspect of strategic entrepreneurship
should be based on both opportunity and advantage seeking which are among the
key concept of entrepreneurship.
In this regard, this article is meant to be a contribution to the exploration of
delineating process, content, and outcome of the strategic renewal and its potential
to affect the long-term prospects of organizations, as well as its distinctive features,
and complexities in corporate entrepreneurship context. In other word, our main
purpose is to manifest the inherent entrepreneurial dimensions of strategic renewal
as an aspect of corporate entrepreneurship and to develop a coherent theory
(scenario) which would describe the entrepreneurial strategic renewal process.
The nature of research inquiry investigated here is qualitative, for a number of
reasons. First, there is little consensus in the literature on the strategic renewal and
for acquiring knowledge, it require to be interpreted from the perspective of specific
group individuals in the particular context who are able to fully explain it based on
their shared experience (Mäkelä and Turcan 2007).
Second, our study attempted to explore and uncover the inherent nature of a
strategic renewal within a specific context of corporate entrepreneurship.
According to (Corbin and Strauss 1990) the research enquiry which aims to explore
an innate nature of a specific social construction in a particular context, has the
subjective epistemological nature, and understanding the subjective meaning in this
state implies grounded theory methodology as the way to acquire rich qualitative
data (Glaser 1992).
In short, previous literature agrees to disagree on the nature of the strategic
renewal and the construct has been easily applied within the different theoretical
debates, and hasn’t rarely been empirically investigated in the context of corporate
entrepreneurship. In this regard, the field would certainly benefit from conducting a
deep qualitative investigation around the construct.
The structure of the current chapter consists of five sections. The first section
outlines the main research statement. The second section explains the literature
review and the gap in the existing body of knowledge. The third section presents
materials and methods and explains. The research findings about the process,
content and outcomes of entrepreneurial strategic renewal are presented in Sect.
4. Finally, Sect. 5 is dedicated to the conclusions and discussion about the research
contribution and implications.
2 Literature Review
In order to clarify the body of the literature of the strategic renewal, firs, it is helpful
to consider the multiple conceptualizations and assumptions that have been emerg-
ing around the term. Next, reviewing the empirical investigation can be supportive
for directing the research.
In the first conceptualization, Burgelman (1985) defined strategic renewal as an
evolutionary process which involved promoting, accommodating and utilizing new
knowledge and innovative behavior to modify the core competencies of organiza-
tion and its product and service domain. This definition was grounded in strategic
management perspective and had been referred since Guth and Ginsberg (1990b)
redefined the strategic renewal as the transformation of organizations through
renewal of the key idea on which they were built. From their viewpoint, this was
the process of creating new wealth through new combinations of resources which
includes actions such as refocusing a business competitively, making major
changes in marketing or distribution channels, rendering product development
and reshaping operations. This conceptualization resulted in consideration the
phenomenon in the organizational and industrial level of analysis.
Alongside this conceptualization, during the 1990s, Strategic renewal was also
defined as the capacity of a firm to sustain renewing itself over time and to balance
its resourcefulness in pursuing novel innovations, capitalizing its current capabil-
ities, and rejuvenating its business (Fuller and Stopford 1994).
Following, Sharma and Chrisman (1999), defined the strategic renewal as the
process of innovation within that organization. Next, Covin and Miles (1999)
specified the label of strategic renewal as a corporate entrepreneurship phenomenon
by which the organization seeks to redefine its relationship with its market or
industry competitors by fundamentally altering how it competes. This conceptual-
ization has been highly regarded by the corporate entrepreneurship scholars (Dess
et al. 2003; Ireland et al. 2009; Kuratko et al. 2015; Morris and Kuratko 2002).
However, in the early twenty-first century, Volberda et al. (2001) rethought the
strategic renewal as activities done by organizations to change their path depen-
dence. Their efforts resulted in interpreting strategic renewal as an interactive
behavior of managers and resulted in considering it at the individual level of
analysis.
In line with these arguments, the period between 2000 and 2011, the strategic
renewal literature in the strategic management area had concerned with some
empirical investigations which can be categorized in five trends of: (1) applying
longitudinal research approach in studying strategic renewal over a long period of
time (Kwee 2009; Kwee et al. 2011); (2) investigating the roles of top-, middle- and
operating-level managers in this process others (Floyd and Lane 2000; Poskela and
Martinsuo 2009; Wielemaker et al. 2000); (3) the changes occurring at the levels of
firm or industry during the strategic renewal process (Prashantham 2008); (4) the
type of strategic renewal process in the organization (Capron and Mitchell 2009;
Lewin and Volberda 2003); (5) The relationship between strategic renewal and
other organizational factors (Crossan and Berdrow 2003; Folkeringa et al. 2005;
Jones and Macpherson 2006).
Reviewing strategic management literature indicated that the strategic renewal
in this category of research has seldom received attention as an independent
phenomenon. Moreover, most of the related empirical works in this field conducted
their research in the large multiunit firms inside established industries which
typically use their core competencies, capabilities and organizational resources,
as well as their networks and inter-organizational relations to change their organi-
zational position in the market. Therefore, the strategic renewal in this field is more
related to the strategic change (Agarwal and Helfat 2009).
Meanwhile, Agarwal and Helfat (2009) re-elaborated the concept of strategic
renewal and conceptualized it as “the process, content, and outcome of refreshment
or replacement of attributes of an organization that have the potential to substantially
affect its long-term prospects”. On the other hand, scholars from entrepreneurship
(Covin and Kuratko 2010; Kuratko and Audretsch 2009) discussed the strategic
renewal within the realm of strategic entrepreneurship. In their analysis, strategic
entrepreneurship involves simultaneous opportunity-seeking and advantage-
seeking behaviors (Ireland et al. 2003). Strategic renewal in this realm is known as
a type of strategic entrepreneurship in which the primary focus of the entrepreneurial
initiative is the firm’s strategy. However, not all firms that adopt new strategies are
pursuing strategic renewal. Rather, new strategies constitute strategic renewal when
they represent fundamental repositioning efforts which place the firms in more
favorable industrial positions (Kuratko and Audretsch 2009).
Although the strategic renewal has been placed at the heart of corporate entre-
preneurship, there are some recent empirical investigation in this field which have
mostly focused on the relationship between strategic renewal and other contingen-
cies factors such as: firm level entrepreneurship corporate renewal (Sciascia et al.
2009), small firm performance (Bierwerth et al. 2015), internal and external ven-
turing (Basu and Wadhwa 2013; Chen et al. 2009), competitive advantage and
performance in new ventures (Burgers and Sawang 2012), routine communication
practices (Zur and Walega 2015), management levels and their interactions (Glaser
et al. 2015), as well as the external environment (Kearney and Morris 2015).
The summary of the literature in strategy and entrepreneurship shows that
strategic renewal in both fields has received considerable attention since 1980s.
However, there seem to be some gaps that cause fragmentations in the body of the
knowledge about the construct.
In principle, the strategic renewal has rarely been considered as a unique

phenomenon. Rather, it has often been addressed as either change in the strategy
of organization, a way for organizational innovation, a capacity of a firm to sustain
renewing itself over time or a holistic approach to redefine the organization
relationship with its competitors.
However, related research from this field mostly considered the strategic
renewal as a given phenomenon and thus have focused on the relation between
the strategic renewal and other related organizational concepts. While the process,
content, and outcome of the strategic renewal and its potential to substantially affect
the long-term prospects of organizations (Agarwal and Helfat 2009), as well as the
distinctive features, complexities and unique entrepreneurial characteristics (Zahra
and Wright 2011) of this construct should be considered within the corporate
entrepreneurship context.
As specified in the introduction part, the subjective epistemological nature of

inquiry in this research implies the grounded theory methodology in order to
acquiring rich qualitative data for interpreting the subjective meaning of the
phenomenon under the study. By doing so, the research is into the line of the
interpretive research paradigm. The main purpose in this paradigm is to develop an
understanding of social phenomenon and to investigate the meaning of it in a given
context, in which the experiences and perspectives of individuals are the main sours
of understanding (Kamarudin et al. 2014; Neuman 2006).
As stated by Wei et al. (2016), the goal of grounded theory is to describe the
essence of the phenomenon and to establish a ground for its explanation. In this
regard, the qualitative grounded theory methodology fits the best for rendering deep
perspective to disclose the qualities of the phenomena (Zahra 2007), which is the
innate nature of strategic renewal in the context of corporate entrepreneurship.
This methodology has been applied in the previous investigation which the same
issues. For instance according to Kamarudin et al. (2014) the qualitative grounded
theory approach is the way for investigating the dynamic complexities occurring
both within and across organizational levels. Moreover, the grounded theory
research methodology is a way to breed a theory that offers insight, enhances
understanding and provides a meaningful guide to action based on the empirical
areas of the sociological grounds such as organizations (Strauss and Corbin 1990).
As such it is the appreciate methodology for understanding the strategic renewal by
taking into consideration the characteristic of context in which it is embedded.
Meanwhile, the use of the case study approach allows the researcher to focus on the
subject and to go thought in-depth examination for obtaining the general charac-
teristics of phenomenon in its particular context (Kamarudin et al. 2014). This
implies that the researches gathers data from a group of participants who possess a
comprehensive view of the research phenomenon. This would result in an appro-
priate contribution to the subject.
3.1 The Research Procedure
The research was conducted based on the grounded theory method of Glaser and
Strauss (2009) as a systematic, inductive, iterative, comparative, and interactive
approach Creswell (2002) to develop new perspectives on strategic renewal in
corporate entrepreneurship context. As stated by Grover et al. (2014) the systematic
grounded theory methodology is a process of gathering rich qualitative data, coding
it into meaningful categories, and then developing meaning from the relationships
of those categories. This method enable the researcher to enter the particular field
open to new meaning and to focus on core phenomenon by simultaneously
collecting and analyzing data (Fischer 2016).
Following the guidelines of Corbin and Strauss (1990), the present research
applied the systematic way of grounded theory for collecting data, analyzing
information, and reporting of the research results.
3.2 Research Participants
Corbin and Strauss (1990) identified the theoretical sampling as a method for
accessing rich data around the subject. In order to not to take the universal view
about the nature of strategic renewal in corporate entrepreneurship context and to
make our research context-specific (Welter et al. 2016), we concentrated on the
relatively homogenous samples of individuals in an industrial organization with a
proper corporate entrepreneurship environment. This allowed us to gain much
richer and apparently the more valid interpretation.
To determine those organizations with strong corporate entrepreneurship con-
text, The (CEAI)1 (Kuratko et al. 1990), (CECI)2 (Hornsby et al. 2002) and (EI)3
(Ireland et al. 2006) Questionnaires were used for measuring the level of corporate
entrepreneurship in ceramic-tile industrial organizations of Iran. The result indi-
cated the suitable corporate entrepreneurship context for implementing the
research. Subsequently, the participants were selected among large multiunit orga-
nizations of this industry. Using the theoretical sampling method, a set of 20 people
were chosen among board members, managing directors, executives, marketing and
sale, strategic, product development, administrative and branding managers also
marketing experts of ceramic-tile organizations. All participants had experienced
the strategic renewal process in their respective positions and were considered as
rich sources of data. The participant’s information is shown in Table 1.
1
Corporate Entrepreneurship Assessment Instrument.
2
The Corporate Entrepreneurship Climate Instrument.
3
The Firm’s Entrepreneurial Intensity.
Table 1 Participant information

Participant code Case Organizational positioning Experience (years)
I1 Organization A Board member 20
I2 Managing director 25
I3 Executive manager 19
I4 Marketing manager 11
I5 Branding manager 10
I6 Product development manager 12
I7 Organization B Administrative manager 17
I8 Marketing and sales manager 21
I9 Strategic manager 7
I11 Organization C Strategic manager 14
I12 Marketing expert 6
I13 Branding manager 13
I14 Board member 15
I16 Organization D Product development manager 8
I17 Administrative manager 16
I18 Strategic manager 19
I19 Marketing manager 11
I20 Marketing expert 10
3.3 Data Collection
According to Creswell (2002) the grounded theory research should be implemented

on rich data. For doing so, we conducted deep retrospective semi-structured inter-
views Stern (1980) to gather textual-literal rich data about the phenomenon under
the study.
The interviews took place face to face in September 2015 and were recorded,
transcribed, and translated from Persian into English and the interview with each
participant was longitudinal in nature.
According to Strauss and Corbin (1998), the research question in grounded
theory should be systematic in nature and arranged in maximum flexibility to
provide conditions for discovering the phenomenon deeply. The interview protocol
should also be formulated according to grounded theory coding paradigm involving
causal and influential conditions, context, core phenomena, action/interactional
strategies and consequences of phenomenon (Strauss and Corbin 1990). Thus, the
study was guided by the following research questions:
1. What are the causal conditions leading to occurrence of strategic renewal in your
organization?
2. What are the core phenomena of the strategic renewal in your organization?
3. What are the action/interactional strategies related to the implementation of

strategic renewal in your organization?
4. What are the external condition such as culture and society, economic system,
governmental and legal conditions which give rise to the occurrence of interac-
tional strategies of renewal in your organization?
5. What are the characteristics of context, geographical environment, region,
industry and market where the strategic renewal occurs?
6. What are the consequences of strategic renewal in your organization?
It should be also mentioned that the “critical incident method” (Byrne 2001) was
applied to modify the questions. This means that the questions were adjusted and
modified with respect to data received from the earliest interviews.
3.4 Data Analysis
We analyzed the data according to grounded theory paradigm developed by Corbin

and Strauss (1990). According to Strauss and Corbin (1990) the coding paradigm of
grounded theory is adopted to remain focused on the research questions and
encompasses three stages of open, axial and selective coding.
Corbin and Strauss (1990) stressed that for developing the theory based on the
grounded theory method, the raw data should be converted in the form of “concep-
tual labels”. These conceptual labels are transformed to open categories which are a
more abstract classification. This is called the open coding procedure, or the process
of breaking down, conceptualizing, and categorizing data, in which a line by line
analysis of transcribed interviews is conducted to explore initial and secondary’s
conceptual codes. As the data analysis process proceeds, these code then connected
to each other to achieve the main conceptual categories. Each main category
incorporates a number of open coding (Corbin and Strauss 1990).
Axial coding is the second analysis stage of grounded theory method. The main
purpose of this intermediate coding stage is reassembling open coding, relating
them together to form more abstract construction which conduct the researcher to
more precise and complete explanation about phenomenon (Strauss and Corbin
1998). This leads the researcher to specify the phenomenon in term of the condi-
tions that give rise to it; the context in which it is embedded; the actions/interactions
strategies by which it is handled; and the consequences of those strategies. In this
way the axial coding is the process of relates the structure with the process to
capture some of the explanation in real life (Strauss and Corbin 1990). Thus the
open and axial coding are not essentially sequential rather they are conducted
concurrently and quiet naturally together (Karim Sorour and Howell 2013).
The former two stages are conducted to articulate the selective coding as the
final stage of the grounded theory data analysis. Coding paradigm in this step
involved the process of selecting those core coding paradigm of interview protocol,
by integrating axial categories to each other systematically, validating their
Acquiring rich data

Open coding
Semi-structured interviews (20) Concurrently
Axial coding
Interview protocol
Interactively and recursively

Critical incident method
Selective coding
Coherent Theory
Fig. 1 The relationship between the data collection and data analysis steps
relationships, and filling in those that need further refinement and development
(Strauss and Corbin 1990). Analytical activities of this stage are taken place
through an interactive and recursive process along with axial and open coding,
but in higher level of abstraction (Strauss and Corbin 1990). It continues until the
major conceptual categories are fully integrated to form a larger scheme that
research findings take the form of a coherent theory (Strauss and Corbin 1998).
The relationship between the data collection and data analysis steps are shown in
Fig. 1.
The coding paradigm in this study included the 61 open codes and then 18 con-
struct axial categories which finally resulted in developing 6 selective grounded
conceptual constructs. It is notable that these three analytic processes were
conducted by applying the ATLAS/Ti qualitative data analysis software.
4 The Research Findings
The qualitative grounded theory case study was applied here as the research method
for contributing the strategic renewal body of knowledge and to explore the process
of entrepreneurial strategic renewal. The findings involved the causal conditions,
the core phenomena, the interactional strategies, as well as the context and condi-
tions which give rise to the strategies and lastly the consequences of entrepreneurial
strategic renewal process in the large complex multiunit organizations of ceramic-
tile industry of Iran.
In the following section both the process and content of each dimensions of the
entrepreneurial strategic renewal, along with propositions derived from each
dimensions are presented. The coherent process model of entrepreneurial strategic
renewal is also offered in Fig. 2.
Causal conditions
• Industrial challenges
• heterogeneity of intra and extra organizational environment
• environmental uncertainty dominant the industry
Core phenomena
• balancing the exploration and exploitation of opportunities
• Reconsidering the organizational capabilities
Context
Interactional Strategies Influential conditions
• Geographical advantages
• Revitalizing the organization structure • Governmental support
of the region •
• renovating the organization business model Economic fluctuations
• Developmental stage of •
• products regeneration Improvement in cultural
the market
and societal conditions
• Developmental stage of
• Suitable condition of
the industry
construction industry
Consequence
• Leverage the industry position
• sales growth in local markets
• Penetrating to the foreign market
Fig. 2 Coherent process model of entrepreneurial strategic renewal
4.1 The Causal Conditions of Entrepreneurial Strategic

Renewal
The experiences of the participants illustrate that there are some causal conditions
which have serious and detrimental impact on occurrence of strategic renewal in
organizations. The findings uncover three distinctive spheres of influence under
which a significant and strategic renewal has taken place. These are: industrial
challenges, heterogeneity of intra and extra organizational environment, and envi-
ronmental uncertainty.
In terms of industrial challenges, there were a general agreement between all of
the participants about some major competitive challenges including intense rivalry,
price instability and price dumping in the market place which inexorably enforced
them to reconsider their processes. While, from the view point of the board
members of case A; the increase of the new entrants in the market:
“Reduction of tariff on construction materials by government resulted in unprecedented
entrance of micro-manufacturing factories in industry”. . . is the other major industrial
challenge of ceramic-tile organizations which enforced them to renew their competitive
strategies.
Whilst the industrial challenges are clearly detrimental, there is a strong sense
from the participants that the heterogeneity between organizational goals, strate-
gies, structure and procedures, and dynamic changes in environment; as well as
incompatibility between production plan and customer demand are the most influ-
ential causation which have forced ceramic-tile organizations to alter their com-
petitive approaches and reformulate their marketing mix strategies.
Internal defects in the organizational structures and procedures, including the inappropriate
use of resources, inflexibility in business unit structures. . .. Not to taking account the
customers demand in designing the production plans. . ., instigated us to reconsider our
capabilities and organizational objective and strategies, so that being able to cope with
changes in the long run (I14).
Besides, several participants disclosed the extreme levels of uncertainty associ-

ated with the prediction the competitors’ strategies, the demands of the consumers,
and more seriously the technological trends and the governmental policies as the
major environmental challenges dominant the industry. As I2 from case A puts it:
“these uncertain situations have had inverse effects on our organizations and
encouraged us to monitor the market continuously for exploring and exploiting
technological opportunities to be able to meet the unmet customer’s needs”.
As a result, we suggest our first hypothesis with the following statement:
Proposition 1 The entrepreneurial strategic renewal process is responsive to intra-
organizational inappropriateness and extra-organizational challenges.
4.2 The Core Phenomena of Entrepreneurial Strategic

Renewal
These findings indicate that the immediate action the organizations in front of the
intra-organizational inappropriateness and extra-organizational challenges are their
effort to balance the exploration and exploitation of opportunities and to reconsider
their organizational capabilities. These are the two core phenomena of entrepre-
neurial strategic renewal in ceramic-tile organizations.
First, the competitive industrial environment has forced the organizations to be
alert in exploring the unmet domestic customer’s needs continuously, and to be able
to explore them and rectify the market deficiencies. As I12 articulates:
We explore the unanswered needs of customers to products such as flexible scales ceramic-
tiles, or the ceramic-tile with carpet designs.
It was remarkable to understand that from the general viewpoint of all of the
cases, the most critical renewal phenomena of them was to exploit opportunities
arising from the macro and micro environment. These proactive exploitation has
enabled them to improve their available products, also introduce entirely new
products categories to the domestic market.
Our organization tried to explore any opportunity that guaranties our viability in the market
(I8). . . applying the art of Persian architectural designs is one of those opportunities. . .
Tacking the advantages of climate variability of the country for introducing the product
adjusted to each market segmentation is one our vantage point (I5). . .. we concentrate on
the market gap in not considering the needs of manufactures for the waterproof product
(I2). . .. We were agile in response to unmet needs as a result we offered products complied
with industrial health standards like Anti-stain tile suitable for industrial manufactures
(I18). . .Creating entirely new products based on new formulations like three-dimensional
panels tile which result in opening new segment in the market (I12).
It was also declared that penetrating to the adjacent foreign markets was among
the core phenomena of entrepreneurial strategic renewal.
Our critical turning point was exporting the product to the adjacent markets such as Iraq and
Afghanistan which have required post-war reconstruction (I1).
The second interesting further issue arise from the data that seems significant in
shaping the core phenomena of entrepreneurial strategic renewal is the
reconsidering their organizational capabilities to pave the way for proactive oppor-
tunity exploitation. It was stated by the participants of case A:
. . . We reconstructed and eliminated the obsolete procedures in production and marketing
and Reconsider our organizations strategic objectives, especially in the field of strategic
marketing to align them to environmental uncertainty. . ..
And also by the members of case C:

Tremendous emphasis on systematic data gathering and analysis, and knowledge manage-
ment mechanism, also developing networks and organizational relationships with the
outside parties in the industry enable us to access resources, information and technology
to expand our exploitation efforts.
In this regard, we suggest our second hypothesis with the following statement:
Proposition 2 The entrepreneurial strategic renewal is the processes of
reconsidering the organizational capabilities as a way to balance the exploration
and exploitation of opportunities.
4.3 The Interactional Strategies of Entrepreneurial Strategic

Renewal
Interactional strategies include actions, reactions and policies which have been
adopted and implemented in line with the core phenomena of the entrepreneurial
strategic renewal process. The findings highlight four Interactional Strategies of:
renovating the organization business model, revitalizing the organization structure,
and the products regeneration, though which the process of strategic renewal has
taken place.
According to all of the participants, the proactive opportunity exploitation needs
prominent infrastructures. Strategic action for achieving such infrastructures was to
renovate the organization business model.
This was indicated in the viewpoints of the participants from case B:
We renovated the key values of our business model, e.g. we improved our products quality
. . . we reformulated our marketing mix components; . . .we remodel our promotion plan for
acquiring and maintaining customers,. . . this was include the reconfiguring of our retailing
channels too. . .. Continuous analysis of price elasticity of demand enables us to redefine
our pricing system and align it to the constant changes in consumer purchasing
behavior. . .we also have done well in reducing energy consumption and lowering overhead
costs.
Also in the words of members of case A:

. . .Using promotional programs to reach the top customers. . . outdoor advertising partic-
ularly in the transport vehicles, regular attendance at related national and international
exhibitions, creating a comprehensive database of customers and use them in CRM system,
taking the advantage of viral, network, and word of mouth marketing. . .
On the other hand, it was declared by the members of case D:

as you can see there are major changes in our distribution channels we now have direct
distribution through first-hand dealers. . . we identified the distribution channels in foreign
markets, and interact with them. . . we segmented the customers based on their access to
distribution channels, and our online sales system has just been launched.
Revitalizing the organizational structure was indicated in all four cases as a

critical strategic action which would lead them to achieve a competitive position in
the market. For instance, in case B, this strategy was implemented by creating the
culture of continuous organizational learning atmosphere:
Creating a culture of accepting errors and learning from them to revitalize our administra-
tive, production, and marketing structures.
While, cases A and C have tried to revitalize their organization by promoting the
spirit of innovation in their internal processes:
Our organizational climate is now stimulating the spirit of idea generation, Initiative and
innovation effort among the staff in all levels of the organization.
Finally, the products regeneration was indicated as other important interactional

strategy for achieving the strategic renewal. The participants of D provided ample
evidences for adopting the product regeneration strategy in order to introduce new
product to their existing product categories:
By discovering opportunities for regenerating the products, we have entirely redesigned our
production plan to deliver completely new products such as quasi- carpet tiles to the
market. . .
While, the members of case C indicated that this strategy was applied in their
organization by improving their available products and customized them according
to the domestic customer’s life styles:
We have applied the technology of digital printing on large scaled tiles and introduced new
products to our existing categories of products. . .We customize the products aligned to the
traditional art of Iranian tile works.
As the result, the third proposition derived from this category can be stated as:
Proposition 3 The entrepreneurial strategic renewal is implemented by the prod-
uct regeneration, organization revitalization, marketing mix reformulation and
business model renovation strategies.
4.4 The Influential Conditions on the Entrepreneurial

Strategic Renewal
The influential conditions are those unexpected contingencies that impress the
implementation of interactional strategies. The findings illustrate that there are
four external condition of: governmental support, economic fluctuations, improve-
ment in cultural and societal conditions and suitable condition of construction
industry which have given rise to the occurrence of interactional strategies of
Entrepreneurial Strategic Renewal in the organizations.
The findings from all cases support the fact that the major environmental
conditions of governmental support as well as economic forces especially the
fluctuations of exchange rate are important intervening conditions which affect
the implementation of strategic renewal process in ceramic-tile organizations.
The interplay between economic fluctuations of exchange rate and the governmental
supportive policies to construction activities in the country, and setting regulations to
protect the domestic products are among important institutional drivers (I11).
As stated by the participant (I16, I18, I9, I13, and I2) the population increase, the
growing need for housing, and booming the construction activities altogether have
accelerated the renewal process in the ceramic-tiles industry. Besides, improvement
in cultural conditions of domestic consumers due to their access to social networks,
along with the changes in designing and architecture styles of construction industry
are other overriding conditions that have motivated the entrepreneurial strategic
renewal process of these organizations. Regarding these findings, we suggest our
forth hypothesis with the following statement:
Proposition 4 The entrepreneurial strategic renewal is responsive to governmen-
tal, economical, societal and cultural conditions.
4.5 The Context of Entrepreneurial Strategic Renewal
The context includes those the geographical environment, region, industry or

market where the entrepreneurial strategic renewal has occurred. The findings
presented here demonstrate that the geographical advantages of the region, the
developmental stage of the market and the developmental stage of the industry are
three main bases for implementing interactional strategies of entrepreneurial
strategic renewal. In terms of geographical advantages of the region, the partici-

pants indicated that:
The geographical advantages of the region especially the existence of rich mines especially
in Isfahan and Yazd as the supply of raw materials for the industry are some parts of the
regional advantage (I1). . ..The background and reputation of the ceramic-tile art in Iran
leverages the quality of industrial outcomes (I5). . .Neighboring of Iran with Iraq and
Afghanistan markets with their urgent needs to the construction materials especially in
recent years was very important (I10).
Besides the regional advantages, from the view point of the participant from the
cases A, C and D the life cycle of the market which was at its developmental stage
has brought up some viable opportunities:
existence of the market opportunities originated from unmet customers’ needs, customers’
orientation to high quality products (I6) . . . increasing consumers’ readiness to accept
innovative products, emerging the opportunity for offering additional products to compen-
sate the lack of products quality in the market (I11). . .. rising the opportunities to present
products proportionate to the country’s climate conditions (I19).
The exploration of those opportunities enabled the organizations to offer inno-

vative viable new products to the market.
Alongside the developmental stage of the market, the developmental stage of the
industry also was pointed as another context which pave the way for renewing
the ceramic-tile organizations. In this regard it was indicated that the evolutions of
the industry and its production technologies improvement, as well as advancements
in the science of ceramic-tiles production are the industrial contexts which encour-
age the renewal of organizations.
Altogether, according to above findings, our fifth hypothesis is that:
Proposition 5 The entrepreneurial strategic renewal is responsive to the geograph-
ical, regional, industrial and market context.
4.6 The Consequences of Entrepreneurial Strategic Renewal

Process
Finally, the findings regarding the actual outcomes of the implementation of

entrepreneurial strategic renewal in the organizations are include: leverage the
industry position, sales growth in local markets, penetrating to the foreign market
and promoting the entrepreneurial culture in organization.
In term of leverage the industry position, all participants agreed on the fact that
the renewal process is extended in both organizations and industry. The competition
between organization resulted in stimulating R&D, technical specialization and
product innovation and these efforts have positioned ceramic-tile industry as one of
the advanced industries in the country. As I10 articulated:
In my opinion, the renewal of the industry is the consequence of competitors’ effort

stimulating the market by offering higher quality and a lower priced product to the extent
that the industry experiences the higher level of quality, innovation and technical
specialization. . .. the ceramic-tile industry is now one of the advanced industries in our
country. . .. the organization are employing high levels of research and design and are
providing the bulk of new inventions, while driving down consumer prices.
For cases D and C, and D the products regeneration strategy especially in

existing segments of domestic market, have resulted in acquiring and steady state
sales growth, they also achieved to high level of sales in new segments of the
market. This is while for case A, the penetrating to the adjacent foreign markets,
resulted in gaining huge export revenues.
Overseas exports to Iraq and Afghanistan, as well as Macedonia, Russia, Kazakhstan,
Azerbaijan, Uzbekistan, and Armenia have led us to increase the level of income in the
organization (I4).
And as a final point, the important consequence of entrepreneurial strategic

renewal has been the promotion of the entrepreneurial culture in the ceramic-tile
organizations. It was mentioned by the participants that:
Our strategies for reconsidering the intra-organization processes and structures have
resulted in improvement of innovation culture within the organization and have created
an ongoing atmosphere of idea generation (I13). . . Promoting entrepreneurial thinking and
spirit of synergy, the integration of knowledge and collective wisdom with emphasis on
learning (I1). . .and the social capital training to learn new technical, personal and inter-
personal skills are among the internal outcomes of renewal (I3).
Now the organizational atmosphere welcomes to any innovative idea, initiative

and creativity and the spirit of synergy, knowledge interaction and most importantly
continuous learning have been spread within these organizations. As the result, the
sixth proposition derived from this category can be summarized as follows:
Proposition 6 The consequences of entrepreneurial strategic renewal are leverag-
ing industrial position, growth of sales in local market, penetration to the foreign
market and inspiration of the entrepreneurial culture in organizations.
Finally the coherent process model of entrepreneurial strategic renewal is
presented in Fig. 2.
5 Conclusions and Discussion the Contribution
Recently, increasing attention has been addressed towards strategic renewal and the
ability of firms to engage in strategic renewal is a fundamental issue that concerns
both the fields of entrepreneurship and strategic management. Although, despite the
considerable research in both fields, questions concerning the conditions leading to
strategic renewal efforts and the outcomes of such efforts have not been fully
resolved (Scifres et al. 2016).
Researchers in the corporate entrepreneurship referred to strategic renewal as a

corporate entrepreneurial process of applying innovation for renewing the firm and
to achieve the competitive advantages. However, the strategic renewal, has not
been considered inherently in the context of corporate entrepreneurship. Thus, the
purpose of the study was to manifest the inherent entrepreneurial process, content
and outcome of strategic renewal as an aspect of corporate entrepreneurship and to
develop a coherent theory which describe the entrepreneurial strategic renewal
process.
As the result, the research has demonstrated that the entrepreneurial strategic
renewal is the processes of reconsidering the organizational capabilities as a way to
balance the exploration and exploitation of opportunities. This is in line with the
Kwee (2009) which indicated that the balancing between the exploration and
exploitation concurrently over the time is positively influenced strategic renewal.
We argued that the process entrepreneurial strategic renewal is responsive to
intra-organizational inappropriateness, extra-organizational challenges, as well as
to the governmental, economical, societal, cultural, geographical, regional, and
industrial and market conditions. Prior strategic renewal studies have also empha-
sized that the environmental context impacts the organizations’ renewal activities
(Agarwal and Helfat 2009; Flier et al. 2003; Schmitt et al. 2016a). For instance
Kwee (2009) stated the aligning the firms’ internal rates of change with the external
rate of change of their environments as an influential factor on strategic renewal.
The findings are also indicative that within the entrepreneurial context, the
interactional strategies of entrepreneurial strategic renewal are consisting of prod-
uct regeneration, organization revitalization, marketing mix reformulation and
business model renovation strategies.
Eventually, as a final point the findings have highlighted that the implementation
of entrepreneurial strategic renewal is resulted in leveraging the industrial position,
growth of sales in local market, penetration to the foreign market and inspiration of
the entrepreneurial culture in organizations. Here Rajagopalan and Spreitzer (1997)
has also mentioned the impact of various changes in magnitude and direction, as
well as the environmental conditions of the firms as the result of strategic renewal
operation.
This research makes a number of important empirically grounded contributions.
First, while previous studies made significant contributions towards strategic
renewal as the way to build innovative capabilities to confront changes in the
environment (Rajagopalan and Spreitzer 1997). We further illustrated the other
various potential of strategic renewal in corporate entrepreneurship context. We
indicated the firm’s propensity for exploring the entrepreneurial opportunities and
further exploiting them proactively. The balance between these two action would
pave the way for innovation in term of business model renovation, product regen-
eration or organization revitalization.
Second, While strategic renewal has often been defined as a process, prior
empirical studies frequently took a rather static approach (Ben-Menahem et al.
2013; Schmitt et al. 2016b), We illustrated the “when”, “where”, “how” and
“why” state under which organizations adopt and not just temporal strategic renewal
process which is raised from an entrepreneurial context. This is in the line with Kwee
et al. (2011) who have argued that the strategic renewal manifests in trajectories,
which are continuous processes of multiple, different renewal activities.
Third, past strategic renewal studies have generally focused either on identifying
contingency factors that drive organization in to renewal, or renewal activities and
their outcomes that influence the firm’s subsequent renewal behavior (Volberda and
Lewin 2003). Our research specified the process, content and outcome of the
strategic renewal and its potential for affecting both the prospects of organizations
and industry.
Forth, while previous research mostly described strategic renewal as an inter-
organizational phenomenon (Schmitt et al. 2016b), we investigate the causal
conditions leading to occurrence of strategic renewal, external situation which
give rise to the occurrence of its interactional strategies, the characteristics of
context, where it occurs, as well as its long-term and outcome for both organization
and industry.
Findings of this study have implication for large complex multiunit organiza-
tions which have corporate entrepreneurship characteristics, especially those in
emerging markets. Our model of entrepreneurial strategic renewal will allow
these organizations to consider their macro and micro environments as both
constraining and facilitating, leading them to renewal their structures, also will
enable them to adopt their strategies in the markets based on opportunity identifi-
cation, discovery and exploitation.
Finally this chapter has provided a clear framework and a new lens to investigate
the new concept of entrepreneurial strategic renewal and to guide future research.
It’s worth mentioning that the model needs to be further refined and tested empir-
ically using cross sector and cross national samples in order to enhance its
generalizability.
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Amir Mohammad Colabi is an assistant professor in the

department of business management in the faculty of manage-
ment and economics, Tarbiat Modares University, Iran. He
earned his Ph.D. in Corporate Entrepreneurship and also his M.
A in Entrepreneurship with specialty in Corporate Entrepreneur-
ship from University of Tehran. Amir Mohammad Colabi is also
a reviewer in several academic journals in the field of Entrepre-
neurship.

Measuring the Competitiveness Factors
in Telecommunication Markets
Md. Nekmahmud and Shafiqur Rahman
Abstract Telecommunication sector has emerged as the fastest growing tech

market in the world. This chapter measures the competitiveness of factors in
telecommunication markets and focuses on service quality and customer satisfac-
tion in telecommunication markets. Moreover, this chapter is mainly descriptive in
nature and, is conducted based on a mixture of primary and secondary data. It
proposes an approach to develop the conceptual framework of service quality,
competitive factors of customer satisfaction and loyalty in the telecommunication
markets. It is also proved in the constructed model and hypotheses development on
the six-independent competitive factors and those are value-added service (VAS),
price and tariff, conveniences, customer care which has a positive significant
influence on customer satisfaction, communication and coverage and sales promo-
tion which has a negative influence on customer satisfaction in telecommunication
markets. It emphases on emerging telecommunication markets where having seven
features as emerge from the change in technology, change in Government law and
regulation, change in value-added service, change in social media demand, change
in sales promotion, change in user behaviour and change in market competition. A
summary of the main findings of the study has been presented with addressing
managerial implications and recommendations in telecommunication markets. The
chapter can help researchers to generate new thoughts and service provider of
telecommunication operators to retain the customer on the basis of findings.
M. Nekmahmud (*)
Department of Marketing, Begum Rokeya University, Rangpur, Bangladesh
e-mail: argonmkt@yahoo.com
S. Rahman
Australian Academy of Business Leadership, Minto, NSW, Australia
e-mail: Shafiqur.Rahman@aabl.com.au

340 M. Nekmahmud and S. Rahman
1 Introduction
The telecommunication sector is playing an important role in the economic devel-

opment of any country because of increased progress in technology and a massive
competition among all service providers in telecommunication sector (Roos and
Edvardsson 2008). Due to privatization and liberalization of policy, telecommuni-
cation sector is experiencing phenomenal global change all over the world (Beard
and Hartmann 1999).
In the age of information communication technology (ICT), usage of mobile
phone or cell phone is increasing and business environment of developing country
is becoming more competitive day by day. Mobile phone or cell phone is the most
lucrative weapon that helps to keep in aware of the changes of information (Huq
et al. 2015). Mobile or cell phone is such a device that has made the communication
easier, even for the countryside people (Lee et al. 2001).
Telecom sector has emerged as the quickest rising telecom market in the world.
With more reasonable services, expanded penetration and a supportive government,
alongside the regular drop-in tariffs in the sector have brought significant changes
in a number of consumers and usage of mobile telecom services (Sinha and Wagh
2008). Today’s telecommunication is an inseparable part of our everyday life.
Besides, nowadays cell phone is becoming more popular and user-friendly device
due to its convenient using and availability of low-cost to communicate with all
classes of people. Gender, occupation, education, and income level of the consumer
have a strongly significant influence on attitudes towards the usage of smartphone
(Nekmahmud et al. 2017). It is projected that Bangladesh will be the third biggest
telecom market in Asia after China and India (Uddin and Akhter 2012; Hasan
2008). According to The Mobile Economy Report 2017, 65% of the world’s
population had a mobile subscription—a total of 4.8 billion unique mobile sub-
scribers at the end of 2016. The total is set to reach five billion in mid-2017. By
2020, almost 860 million new subscribers will be added, taking the global penetra-
tion rate to 73%. Regional penetration rates are forecasted to range from 50% in
Sub-Saharan Africa to 87% in Europe. Total mobile revenues reached $1.05 trillion
in 2016, up 2.2% in 2015, marking the second consecutive year of rising revenue
growth.1
The mobile platform is emerging as the single most powerful way to extend
economic opportunities and key services to millions of people, said World Bank
economist (Qiang 2009). The telecommunications industry is one of the leading
contributors to economic growth, mainly in developing countries. In addition to the
economic contribution, the telecom industry also influences the growth and
advancement of many other sectors including education, health, e-governance
and rural development. In 2016, mobile operators and the ecosystem provided
direct employment to more than 11 million people globally. In 2016, around
17 million extra employments were indirectly supported in this way, bringing the
1
The Mobile Economy 2017, website at www.gsma.com
Measuring the Competitiveness Factors in Telecommunication Markets 341
aggregate effect (both direct and indirect) of the mobile industry to more than jobs.2
This excessive economic activity produced a further $430 billion, in 2006. Further-
more, the utilization of mobile technology also improves the productivity for
workers and businesses, which was 1.85 trillion in 2016. Finally, if we consider
the total impact of mobile phone productivity, directly and indirectly, it accounts
for 3.3 trillion in 2016 equal to 4.4% of global GDP. Agribusiness is the main
contributor to GDP in emerging markets and the biggest employer. Mobile tech-
nology is uniquely situated to deliver the critical information quickly that rural
smallholder farmers require, empowering them to make better decisions and
investments that increase their productivity and profit. Telecommunications oper-
ators help to achieve the SDGs. The ubiquity and affordability of mobile technol-
ogy provide a unique platform for improving and enhancing social and economic
development. The GSMA 2016 Mobile Industry Impact Report, which evaluates
the performance and impact of the telecommunication (mobile) industry on the
SDGs, fields that mobile is already contributing to all 17 SDGs to changing degrees.
Globally, the industry has already connected 4.8 billion people, where including 3.6
billion people in developing countries, as long as access to tools and applications
that a wide range of socioeconomic challenges in vulnerable communities and also
empowering new technologies and innovations for building all the more effetely
and environmentally sustainable societies.3
The spread of information and communications technology and global interconnectedness
has great potential to accelerate human progress, to bridge the digital divide and to develop
knowledge societies (p. 5).4
Telecommunication core service usually comprises of networks to use mobile

phones, broadband etc. and support service usually support and facilitate the core
service (Vargo and Lusch 2004a, b). “The most important thing for telecommuni-
cations companies has to be developed for achieving customer’s loyalty, quality
and satisfaction” (Roos and Edvardsson 2008, pp. 87–107). A global research
identified that higher service quality gives customer’s satisfaction and loyalty,
greater willingness to commend to someone else, improve customer retention
rates and reduce complaints (Danaher 1997; Mägi and Julander 1996; Levesque
and McDougall 1996 cited in Dhandabani 2010). The mobile telecommunication
companies in Bangladesh are aiming at providing cost effective and quality services
to the customer (Neogy 2014). Consumer satisfaction and loyalty is long-term
agenda for each mobile telecom company. Without the customer’s satisfaction,
the mobile telecom operator companies can’t run long term with successfully.
Customers’ fulfillment relies upon the distinctive service, which shows the mobile
telecom operator companies for their customers. Customers’ satisfaction has now
become a major concern of the mobile service providers (Hossain et al. 2012a, b).
2
GSMA Intelligence Analysis.
3
Mobile Industry Impact Report 2016: Sustainable Development Goals, GSMA, 2016.
4
Transforming our world: the 2030 Agenda for Sustainable Development, United Nations (UN).
The chapter basically highlights the competitiveness of factors in telecommuni-

cation markets. At the same time, however, we measure the service quality and
customer satisfaction on telecommunication markets in developing countries. The
chapter addresses the attributes of service quality that affects the users in the
selection of the different mobile phone operators in developing country of
Bangladesh. This finding of the chapter helps the telecommunication operators to
manage their business and improve their service quality.
In this chapter, we focus on the present scenario of telecommunication markets
in the world. The literature review includes reviewing some important theories such
as service quality, customer satisfaction, and loyalty on telecommunication markets
of the previous study is presented. It attempts to differentiate the present study from
the past studies in telecommunication markets.
Our approach explores some factors that are affected by emerging telecommu-
nication market. We also measure some competitiveness of factors in telecommu-
nication markets, which have a significant influence on customers’ satisfaction and
loyalty. Then the methodology deals with the selection of a sample of respondents,
sources of data, methods of data collection, research questionnaire, measurement
techniques, and processing and analysis of data in perspective in Bangladesh. The
chapter proposes an approach to develop the conceptual framework of service
quality, competitiveness factors of customer satisfaction and loyalty in telecom-
munication markets. It is also proved in the construction of model and hypotheses
development.
A summary of the main findings of the study has been presented. At the end, the
chapter will be concluded by addressing a set of recommendations and suggestions
with a view to improving customers’ satisfaction towards the service and compet-
itiveness factors in telecommunication markets.
2 Present Scenario of Telecommunication Markets

in the World
A recent GSMA’s ‘Mobile Economy’ global edition report of 2017 revealed that the
five billion-subscriber milestones are expected to be achieved by mid-year 2017
and 5.7 billion by the end of this decade, globally. Asian markets such as India is
predicted to add 310 million new unique subscribers by the end of this decade.
GSMA Intelligence and Ericsson report slightly differ for both unique users and
active mobile connections, total the unique number of mobile users is 4.9 billion
and mobile connection is 8.0 billion. According to Ericsson mobile report, at
present, there are 5.1 billion of unique individual mobile users and 7.5 billion
mobile connections. So, the overall trend is clear: mobile phones have become an
indispensable part of today’s life for most people globally.5, 6
The recent data also strongly indicate that over half of the world’s inhabitants
use the smartphone, which is yet another major milestone included in this year’s
report. However, the number of the mobile user varies from country to country and
region to reason. South Asia and Africa are having the world’s lowest levels of
connectivity compared to the populations. On the other hand, people in Eastern
Europe are enjoying the highest number of active mobile connections.
The top ten telecommunications companies of the world, each having a market
value of over $50 billion. To serve world’s fast-growing telephone and wireless
connection demands, the telecommunications industry is expected to expand fur-
ther. Increased number of individuals in emerging markets is subscribing telephone
and internet connection day by day. Also, new telecommunications technologies in
developed nations are expanding among the pre-existing customers. Although
several companies’ can distinguish the top telecommunications companies glob-
ally, market value aids as the determining factor that arranges the list of the top ten
companies in this sector (Table 1).7, 8
Bangladesh enters the mobile telecom world through the Citycell (Pacific
Bangladesh Telecom Limited) in 1993. At present, there are six (Grameenphone,
Robi, Banglalink, Airtel, Citycell and TeleTalk) mobile telecom operator compa-
nies in Bangladesh. The total number of mobile phone subscriptions and internet
subscribers has reached 129,584 and 67,245 million at the end of February 2017.
The mobile phone subscribers of different companies are Grameenphone (59,306),
Banglalink (31,309), Robi Axiata (27,017), Airtel (8219), Teletalk (3733).9
3 Literature Review on Customer Satisfaction
Marketing scholars have thoroughly studied customer satisfaction (e.g. Oliver 1980,
1999; Johnson et al. 2001; Anderson et al. 2004; McQuitty et al. 2000; Eshghi et al.
2008). “Satisfaction as a person’s impression of pleasure or dissatisfaction resulting
from comparing a product’s perceived outcome in relation to his/her anticipations”
(Kotler and Keller 2009, p. 128). Many other studies have supported this definition, for
example, Tse and Wilton (1988) and Oliver et al. (1997). Other scholars defined
5
GSMA Intelligence report, web site at http://gsmaintelligence.com/
6
Ericsson report, web site at https://www.ericsson.com/mobility-report
7
Investopedia, The World’s Top 10 Telecommunications Companies|Investopedia website at
http://www.investopedia.com/articles/markets/030216/worlds-top-10-telecommunications-compa
nies.asp#ixzz4mXnU2RKo
8
Web site at http://alert-komunikacije.com/2016/10/31/top-10-telecom-companies-world-2016/
9
Bangladesh Telecommunication Regulatory Commission (BTRC) Report 2017, website at
http://www.btrc.gov.bd
Table 1 Top 10 telecommunication companies list in the World and its subscriptions
Total
Subscriptions Country
Rank Company Country (main market) (in million) origin
1 China China Mobile operates over four coun- 859.9 (April China
mobile tries: Mainland China, Hong Kong, 2017)
Pakistan, Thailand
2 Vodafone Vodafone has a reach of more than 469.7 United
150 countries (September Kingdom
2016) (UK)
3 Airtel Airtel serves more than 21 countries 372.4 (March India
2017)
4 America America Movil has a reach of 18 coun- 279.8 (March Mexico
Movil tries in the Americas and 7 countries 2017)
across the Europe
5 Telefónica Telefónica has a present from over 274.1 (March Spain
22 countries 2017)
6 China China Unicom provides services in the 267.3 (April Chain
Unicom chain 2017)
7 Veon Veon provides services more than 237.7 (March Netherlands
18 countries 2017)
8 MTN MTN operates in over 20 countries 236.8 (March South Africa
Group 2017)
9 China China Telecom operates in the chain 224.1 (March Chain
Telecom 2017)
10 Orange Orange is present in about 28 countries in 203.5 (March France
the Europe 2017)
Source: Wikipedia
customer satisfaction as the feeling of customers toward a product/service once it has

been used (Solomon 1996; Wells and Prensky 1996; Hansemark and Albinsson 2004).
A customer becomes satisfied, if the perceived performance matches or exceeds
his/her expectations. On the other hand, when perceived performance goes below
expectations, the customer gets dissatisfied (e.g. Oliver 1993; Mittal et al. 1999;
Westbrook and Oliver 1991; Banker et al. 2000). So, satisfied customers repeat the
purchase, become brand loyal, spread positive word-of-mouth advertising, leading
towards increased sales (Dispensa 1997; Aaker 1992; Fornell 1992; Oliver et al.
1997). Conversely, dissatisfied customers may not buy the product, spread negative
word-of-mouth advertising, leading towards the decline of (Day et al. 1981;
Hirschman 1970). All the above indicate the importance of identifying customer
satisfaction (Metawa and Almossawi 1998).
“Friendly, courteous, knowledgeable, helpful employees, the accuracy of bills,
competitive pricing, and service quality impact customer satisfaction” (Bamfo
2009, pp. 299–311). Some customer satisfaction studies identified positive corre-
lations between importance quality and customer satisfaction (Cronin and Taylor
1992; Taylor and Baker 1994). A few other studies also identified that service
excellence plays a key role in customer satisfaction (Bartell 1993; Kotler and
Armstrong 1991; Bitner 1990; Chitwood 1996). Consequently, many companies

apprehend that customer satisfaction must begin from their employees’ satisfaction
(Bitner 1990; Surprenant and Solomon 1987; Lian 1994; Gremler et al. 1995).
Exceed customer’s expectations, friendly behaviour & efficient employees, fair
price, competitive service quality, repeating to purchase, brand loyalty, positive
word-of-mouth and comfortable environment are facilitated to determinant cus-
tomer’s satisfaction (Nekmahmud et al. 2016).
4 Service Quality
“Service quality is the gap between customers’ expectancy and actual performance
of a service” (Parasuraman et al. 1985, p. 42, 1988, p. 17). Parasuraman et al. (1988)
developed the SERVQUAL model, where assurance, reliability, responsiveness,
empathy, tangible are key elements.
According to Yang et al. (2005, p. 578), “service quality depends on the
usefulness of content, usability, adequacy of information, interaction and accessi-
bility”. Besides, Kuo et al. (2009) proposed four dimensions of service quality of
mobile value-added services, which include customer service and system reliabil-
ity, navigation and visual design, content quality, and connection speed.
5 Customer Satisfaction in Telecommunication Markets
Service quality has a positive impact on satisfaction and loyalty. Such a positive
relationship between service quality and satisfaction is supported by many studies,
for example (Sureshchandar et al. 2003; Cronin et al. 2000; Caruana et al. 2000;
Negi 2009; Agyapong 2011).
Customer satisfaction is explained by customer services, personal and market
factor, perceived quality, perceived value, technological advantages and company
image have positively related to customer satisfaction except for customer services
(Uddin et al. 2014). According to Islam and Rima (2013) stated that core service,
product variation, and promotion have a significant influence on the customer
experience that significantly affected by core activities of telecommunication
services like network, promotion and product variety. Hossain and Suchy (2013)
identified six factors of customer’s loyalty, which are communication, value-added
service, price structure, convenience, customer service and sales-promotions. The
result indicated that excluding for sales-promotion, all other five factors are having
positive correlations with customer loyalty.
According to Arokiasamy and Abdullah (2013, p. 1), “all service quality dimen-
sions of SERVQUAL model positively induced customer satisfaction in terms of
loyalty and attitudes, although there was a significant gap between the perceived
satisfaction and expectancy on these service quality dimensions”. Almossawi
(2012) stated that payments and savings (such as offers, rents, and charges) are
the most significant in determining satisfaction, retention, and likelihood of

switching from one mobile provider to another. Customer service, friendly
employees, and user-friendly websites were found to be the least significant. On
the other hand, Hossain et al. (2012a, b) emphasized that there are some factors
including quality of air time, service of the information centre, service of the
helpline, and high billing rate are acting behind customers’ dissatisfaction and
need to be improved to gain higher market share.
Leelakulthanit and Hongcharu (2011) investigated that promotional value, qual-
ity of customer service at shops and corporate image play the most important role in
determining customer satisfaction. According to Alireza et al. (2011) addressed that
customer satisfaction plays a significant mediating role in relationships from
service quality, corporate image, and perceived value of loyalty. Loyal customers
tend to remain longer with their service providers. Service quality is the determi-
nant of customer satisfaction (Cronin and Taylor 1992) and by ensuring good
service quality; telecom operators can enrich customer satisfaction (Kuo et al.
2009). Osei-Owusu and Henten (2017) highlighted that the communal lands con-
stitute the dominant land proprietorship system. The authors further added that it
when it faces a private ownership system, a number of land ownership cases were
grown increasing the costs for the telecom companies. It has been calculated that
the total transaction costs in terms of the ownership issues related with mobile
towers were estimated between GHC 6.9 and 13.9 million in 2015.
Malik et al. (2012) stressed that brand image, service quality, and price are
correlated to customer satisfaction. Interestingly, there was a negative correlation of
customer satisfaction with the price, and positive correlation with brand image and
service quality. Khan (2012) identified that many factors have impacts on customer
satisfaction, but price fairness, coverage and customer services were three major
factors highly impacted the customer satisfaction.
Loke et al. (2011) attempted that reliability, assurance, responsiveness, and
empathy significantly positively inclined towards customer attitudes in terms of
loyalty. Furthermore, a significant gap between the perceived satisfaction and
importance of all of the service quality dimensions was also found. Alom et al.
(2010) interviewed that two factors, brand image, and perceived call rate, to have
the most influence in the consumers’ selection decision of a mobile service provider
in Bangladesh. Kabir et al. (2009) looked for the presence of a significant direct
relationship between service quality and customer satisfaction. It has also recog-
nized that switching costs, service quality, and trust is significant forecasters of
customer loyalty. Among other factors, trust has been identified to be the most
significant forecaster of customer loyalty.
6 Emerging Telecommunication Markets
“Emerging markets are high-growth developing countries that represent attractive

business opportunities for Western firms that share remarkable features in terms of
economic potentials” (Cavusgil 1997, p. 87). According Emerging to Markets
Fig 1 Emerging markets as

output of changes (Source:
Khajeheian 2017b)
Directory “An emerging market is a country trying to change and improve its
economy with the goal of raising its performance to that of the world’s more
advanced nations”. “Emerging markets are those markets that emerge from
changes: change in technology, change in demography, change in law and regula-
tion, and change in media” (see Chap. 2 by Feldmann and Zerdick 2005,
pp. 19–29). Khajeheian (2017b, p. 3) develops their definition in ‘emerging
media markets are those that emerge from changes in (1) technology, (2) consump-
tion habits, (3) societal patterns, (4) law and regulations, (5) social demands, and,
(6) values (See Fig. 1).
Emerging telecommunication markets are those as emerge from a change in
technology, change in Government law and regulation or political change, change
in value-added service, change in social media demand, change in sales promotion,
change in user behavior, change in market competitions. A range of the character-
istic of emerging telecommunication market is illustrated in Fig. 2.
Technological environment forces that create new technologies, creating new
product and market opportunity (see Chap. 3 by Kotler and Armstrong 1991). A
technological change or up gradation has a great influence on emerging telecommu-
nication markets. New technology expands the existing market and increases the new
market with large share. Changing technology brings an inordinate revolution on
telecommunication markets. In addition, the fast change of technologies gives rise of
too many new markets while many existing markets diminish (Khajeheian 2017a).
Companies native to emerging market countries have grown in prominence in
the twenty-first century. In emerging markets, regulations and policies are some of
the main factors that are shaping the industry (Venkatram and Zhu 2012). The
importance of regulatory and policy changes is stressed upon in order to adapt to the
Fig. 2 Emerging telecommunication markets (Source: Elaborated by Authors)
future and maintain the growth rate of the telecom industry (Bhattacharya 2001;
USCC 2011). The role of the government is a vital advocate of the industry,
employing a host of policies to support directly to the competitive performance
of target industries (Porter 1990). The telecom companies with the most exposure to
emerging markets are usually the ones that are politically favoured. Telecommu-
nication companies flourish in emerging economies based on the political and
regulatory context as well as their business expertise. Telecoms businesses are
regulated by the governments, and require licenses to operate. For example,
Vodafone, a U.K.-based telecommunications companies spent many years to
peruse the policy makers in India to allow it access to consumers (Ross 2015).
A large number of competitors in telecommunication markets offer similar
products and services and increase its value line with the core services. Value-
added service is the most changeable characteristic in emerging telecommunication
markets. In emerging telecommunication market, value-added service depends on
demography variable such as location, gender, race, occupation, education, genera-
tion, income, and technology. Telecommunication operators offer a large number of
value-added services (e.g. caller tunes and alerts, friends and family (fnf) facilities,
mobile banking, internet speed, missed call alert and call block facilities, entertain-
ment, insurance coverage, caller identity display, conference call, online service
etc.), which raise the market growth and profit that support to change markets.
A central feature of the Internet is its nature as a network, which fosters the
emergence and development of positive externalities (see Chap. 2, Feldmann and
Zerdick 2005). In emerging market, social media is the vital part of
telecommunication industry. Different kinds of social media (e.g. Facebook,

Twitter, LinkedIn, Google plus, Instagram, Tagged, Skype, Tumblr, Flickr, Meet
up, Vine etc.), are connecting the world as a global village. Without a SIM card, it is
not feasible to use the social media. The users connect with social media network by
using SIM card or telecom operator. Social media interconnects with telecommu-
nication markets. It is building the new markets and the market growth. Social
media exposes the emerging markets by providing new innovation.
Although sales promotion does not a huge effect on emerging market, but
companies always try to make a sustainable relationship with its customers. Various
types of sales promotions are offered to the customer to attract the new markets.
Sales promotion has a sound contribution in emerging and economic development
in Asian developing countries like India, Bangladesh, Nepal, and Maldives.
Market competition strategy is changing. Telecommunication companies take
different types of competitive marketing strategy to stay in markets. Customer
demand or customer expectations rapidly changes and customers are always
searching out for innovative packages or services (Khajeheian 2017b). Thus tele-
communication industry always tries to fulfill the customer expectation and satisfies
their demand by expanding the emerging market.
Competition is one of the important characteristics of the emerging telecommu-
nication markets. The intensity of rivalry in a competitive market is the major
determinant of the competitiveness of the industry. The importance of industry
competition force is the number of competitors and their ability to threaten a
company (Porter 2008). Telecommunication industry has an existing strong com-
petition to expose the emerging market. Telecommunication operators always
hardly compete with existing competitors to keep up its present market share and
revenue (Nekmahmud and Rahman 2016). So, it has a strong influence in emerging
telecommunication market. The telecommunication industry helps by extending
and upgrading its infrastructure, connecting remote and underserved communities,
stimulating economic participation, and supporting new telecommunication
innovation.
7 Competitiveness Factors in Telecommunication Markets
7.1 Communication and Coverage
Communication guarantees that negotiable call failure rates are to be influenced by

the loyalty. All telecommunication operators updated their technological commu-
nication coverage, e.g. connection, network coverage, wire line voice, internet and
GPRS, signal quality, international roaming etc. in the world. Communication and
coverage are the first steps to enter the emerging market. Moreover, network
coverage, signal quality, uninterrupted communication, international roaming facil-
ities are significant competitive factors for building the loyalty of telecom market of
Communication and Price & Tariff Convenience

coverage • Call rate • Customer care centre
• Network coverage • Accuracy call cost • Recharge point
• Signal quality • lnternet price
• Free internet browsing • Recharge vouchers
• Call drop
• Price of SIM card • Balance transfer &
• International lnstant recharge
roaming, IDD • Cost of receiving
• Available package Media Content • Available SIM card
• International SMS & Facilities • Emergency Balance
MMs • VariousTips & it's cost facilities
• Internet & GRPS • Electronic payment
Connection system
• Wireline voice & • Door to door service
Wireline Broadband • E-shop
• GSM international Price & Tariff
roaming
Communicati
on and Convenience
coverage
Competitiveness
factors
Value Added Sales

Service (VAS) Promotion
Value Added Service
(VAS) Customer Sales Promotion
• Available SMS & MMS Service Care • Price pack (bonus)
• Caller tunes & alerts • Prizes & premium
• Friends and Family • Cash refund
(FnF) facilities • Free talk time & bonus
• lnternet Speed (4G, 3G, • Free lnternet facilities
2G) Customer Service Care • Free Social Media
• Social Media access • Reporting complaint & • SIM replacement
• News Services resolution • Free Media content
• Missed all alert & Call • Customer care facilities
block facilities • Friendly Website • Corporate Business
• Entertainment facilities • Helpful and Service
• Insurance coverage informative
• E-Service • E-customer care
• Caller identity display • Help line
• Conference call • Staff Behavior
Fig. 3 Competitiveness factors in telecommunication markets (Source: Elaborated by Authors)
Bangladesh (Hossain and Suchy 2013). If the certain cellular company fails to
provide coverage where customer needs, then it will lead to customers’ dissatis-
faction. Firstly, users use the operators by considering the communication and
coverage factors. If the operators are unable to provide better communication and
coverage, users or subscribers will switch to other operators. A range of charac-
teristics of communication and coverage in telecommunication is illustrated in
Fig. 3.
7.2 Value-Added Services (VAS)
A value-added service (VAS) is popular in the telecommunications industry. There

are two common reasons why the value is added to a product or service: (1) to
satisfy customer needs (2) to create profits for the company and shareholders.
“Value-added services are service options that are complementary to but also
ancillary to a core service offering” (Managing Value 1995, p. 6). Value-added is
an economist’s term meaning that the service offered would have added value to the
user compared with more basic telecommunications (or other) services. The DTI,
Value-added and data services, which define anything beyond the basic telephone,
telex and leased line services as being of a value-added nature (Collins 1986,
pp. 193–218). The term for non-core services, or in short, all services beyond
standard voice calls and fax transmissions. Value-added service and customer
loyalty embrace a positive relationship. Value-added services include SMS,
MMS, GPRS facilities, caller tunes and alerts offered by the service providers
that quickly come into focus and considered important by the users in case of
building loyalty towards the operator of the telecom market of Bangladesh (Hossain
and Suchy 2013). It also highlights the continuing growth of the importance of
value-added services, including mobile Internet, multimedia services, location-
based services and camera-enabled phones, as mobile telecommunications technol-
ogy evolves rapidly. Mobile carriers must concentrate their efforts on developing
value-added services to increase enjoyment and convenience (Kim et al. 2004).
Value-added services are attitude, followed by perceived ease of use, perceived
cost, and perceived usefulness. Service providers need to develop mobile value-
added services (Kuo and Yen 2009). Which types of Value-added service offered
by the telecommunication that is as shown in Fig. 3.
7.3 Price and Tariff Structure
Customers perceptions about the price of a product or service are the determinants
of supply and demand they also resonance that price is a sign of product or service
quality. Also, customer satisfaction is echoed by the price consciousness (Lyer and
Evanschitzky 2006; Varki and Colgate 2001). Similarly, the price level, value for
money, and special offers may impact both satisfaction and dissatisfaction. Fur-
thermore, among others price fairness, price possibility and price perceptibility may
dissatisfy the customers (Zielke 2008). Additionally, the various levels of price,
product, and a combination of price consciousness scopes are having the potenti-
ality to terrify the customers’ satisfaction (e.g. Diller 2000; Pramhas 2004; Matzler
et al. 2006). Customers can be enticed to a retail store by utilizing price and special
promotions (Grewal et al. 1998). Figure 3 illustrates Call rate, internet price, price
of SIM (Subscriber Identity Module) card, costs of receiving media content facil-
ities, various tips and its cost, accuracy call cost etc. are significant competitive
factors in the telecommunication markets in the world. Market penetration pricing

and tariff structure to help keep it up its existing customers and attract the new
customers. Users always consider lower pricing and tariff structure. Price and tariff
structure is moving factors in telecommunication markets.
7.4 Convenience
Convenience has a positive correlation to customer satisfaction and loyalty. It is

also evident that customers “convenience to reach customer care centre and avail-
ability of recharge points and vouchers can influence customer loyalty” (Hossain
and Suchy 2013, p. 78). Figure 3 shows as convenience characteristic in telecom-
munication markets.
7.5 Customer Service Care/Point
Customer care is initially concerned with the perceptions of an organization

reflected in associations with reaching customers. Customer service can be defined
as a system of activities that comprise customer support systems, ease of reporting
and speed of processing complaints; friendliness when reporting complaint
(Hossain and Suchy 2013). “Handling customer-complaint effectively leads to
customer satisfaction” (Jawaria et al. 2009, p. 4). The promptness of all these
activities grounds for creating customer loyalty towards the service operator in
the telecom market in Bangladesh. Customer service care is a comparatively new
practice of mobile telecom operators in Bangladesh but their presences have
partially influenced customer loyalty. Different types of customer service care in
telecommunication in the world are illustrated in Fig. 3.
7.6 Sales Promotion
Sales promotion can be deified as short-term incentives to encourage the purchase

or sales of a product or service (see Chap. 3 by Kotler and Armstrong 1991). Sales
promotion has a significant impact on consumer’s brand choice, purchase time, and
purchase quantity decision (Khan 2012; Hossain and Suchy 2013). In Bangladesh,
the mobile telecom operators are intensifying their offerings in case of sales pro-
motions (bonus, price-offs) to attract existing and new customers (Hossain and
Suchy 2013). Sales promotion can affect the consumer’s buying decision, such as
brand choice and brand switching (Oyeniyi 2011). The purpose of sales promotion
is to increase the cellular subscribers; therefore, cellular companies offer extra free
minutes, limited offer to get double balance, free VAS, MMS at low rate etc.
(Shahzad Khan 2012). Sales-promotion services divert attention to financial
incentives and encourage brand-switching behaviour, as well as increased price

sensitivity, which minimizes the importance of quality criterion (Omotayo 2011;
Aaker 1996). Figure 3 shows as the different types of sales promotion activities that
are offered to the customer.
8 Customer Satisfaction on Loyalty
According to Foss and Stone (2001), customer loyalty relates to what customers
think and do (or try to do). As mentioned earlier in the literature review that in
marketing literature, a strong positive correlation exists between customer loyalty
and customer satisfaction (Donio et al. 2006; Cheng et al. 2008; The story and Hess
2006). Most of the studies concluded that customer satisfaction is an indicator of
customer loyalty (e.g. Faullant et al. 2008; Terblanche 2006; Leverin and Liljander
2006). Communication, price, value-added service, convenience in usage and
customer service are positively related to customer loyalty and less-promotion is
not related to the customer loyalty (Hossain and Suchy 2013).
Figure 4 highlights that customer satisfaction on telecommunication depends on
six competitiveness factors. Strong communication and coverage, customer’s
expected price and tariff, available convenience package, offering superior value-
added service, exciting sales promotion and effective and friendly customer care
satisfy the customer wants and demands. If customers are satisfied that it helps mark
the customer loyalty to the particular telecommunication operator. Customer loy-
alty makes the sustainable and profitable relationship, which helps to emerge the
telecommunication markets.
Fig. 4 Conceptual framework of service quality, competitiveness factors of customer satisfaction

and loyalty in telecommunication markets (Source: Elaborated by the authors)
9 Hypotheses Development
H1 Communication and coverage has a significant influence on customer satisfac-

tion in telecommunication Market in Bangladesh.
H2 Value-added services (VAS) has a significant influence on customer satisfac-
tion in telecommunication market in Bangladesh.
H3 Price and tariff has a significant influence on customer satisfaction in telecom-
munication market in Bangladesh.
H4 Convenience has a significant influence on customer satisfaction in telecom-
munication market in Bangladesh.
H5 Customer service care has a significant influence on customer satisfaction in
telecommunication market in Bangladesh.
H6 Sales promotion has a significant influence on customer satisfaction in tele-
communication market in Bangladesh.
H7 There is a positive correlation between customer satisfaction and customer
loyalty in the telecommunication market in Bangladesh.
10 Methodology
The chapter has been designed to measure the competitiveness of factors in

telecommunication markets. It also highlights the service quality and customer
satisfaction on telecommunication market in Bangladesh. This study is descriptive
in nature and conducted based on a mixed of primary and secondary data. The
designated population for the study includes all customers who regularly use SIM
card of different mobile phone operators in Bangladesh.
The random sampling method is used to select respondents from developing a
country of Bangladesh. Primary data were collected over a 4 months’ period during
the October 2016 to January 2017. The field survey method is used to collect
primary data by taking direct interviews through the questionnaire and observation.
The secondary data are collected from different sources such as previous articles,
books, different related publications, news, reports, and websites etc.
A questionnaire was designed which has been considered as the major tool of
study. In the questionnaire, respondents were asked 45 questions those are usually
considered for telecommunication. To develop the research questionnaire and
collect data from the determined sample, the extended semantic differential scale
was used in this study. To get the respondents original and active opinion, Liberty’s
7 (Seven) point rating scale is used. Where, Where, 1 ¼ Strongly Disagree,
2 ¼ Disagree, 3 ¼ Somewhat disagree, 4 ¼ Neither Agree nor Disagree (Neutral),
5 ¼ Somewhat agree, 6 ¼ Agree, 7 ¼ Strongly Agree.
The questionnaire was designed in three (3) parts. The first part identifies
respondents’ specific demographic criteria and some basic questions about mobile
operators were framed; the next part includes 29 measurement questions of iden-
tifying dependable variables sales promotion, value-added service (VAS), price and
tariff structure, customer service care, communications and convenience competi-
tiveness that measure the service quality and customer satisfaction on telecommu-
nication market in Bangladesh, Third part includes five factors under two
dependable variable of customer’s satisfaction and loyalty that measure the cus-
tomer’s present satisfaction on the brand loyalty. For this research, data are
collected from direct and online interviews through the questionnaire. In this
study, researchers distributed 390 questionnaires to respondent for measuring the
service quality and customer satisfaction on telecommunication markets in
Bangladesh. Among them, 340 respondents returned the completed questionnaires.
Because of respondent’s inability, unconsciousness, and excessive missing values,
we had to drop 40 questionnaires. Lastly, the size of the sample stands at 300 (three
Hundred). The collected data were analyzed by various statistical tools and tech-
niques, which includes frequency distribution, reliability test (Cronbach α) and
factor analysis (KMO and Bartlett’s test). We also conducted multiple regression
analysis using IBM SPSS (Statistical Package for Social Science) 20.0 version to
test the hypotheses.
11 Results and Discussion
The summary of respondents’ demographic statistics, Table 2 shows that 74.2%

(n ¼ 230) male and 25.8% (n ¼ 80) female. The age of respondents belongs to less
than 20 years (n ¼ 16) 5.2%, 20–25 years (n ¼ 148) 47.7%, 25–30 years (n ¼ 62)
20.0% and 30–25 years (n ¼ 44) 14.2%, above 35 years (n ¼ 40) 12.9%. Here, the
analysis also illustrates that 60.0% of respondents are students, 15.2% of belonging
to service holder, 13.5% of business people and 6.1% of household and rests of
them are retired and other professionals.
Table 3 Exhibits that 3.9% of customers use their current SIM less than 1 year,
5.8% of customers 1–2 years, 9.4% of customers 2–3 years, 13.2% of customers
3–4 years and 67.7% of customers use their SIM more than above 5 years. 64.8% of
customers use Grameenphone, 16.8% use Robi, 12.9% of Banglalink and 1.9% of
Teletalk and 3.5% use others SIM operators. 61.0% of customers have 1–3 bio-
metric SIM card, 24.2% of 3–6 SIM card, 7.1% of 6–12 SIM card, and residual
5.2% of customers have 9–12 biometric SIM card. 36.5% of customers recharge to
their mobile phone less than 4 $ per month, 31.0% of recharge to 4–8 $, 21.3% of
recharge to 8–12 $, and remaining 11.3% of users recharge to 12–16 or above 16 $
per month to their mobile phone.
The table also demonstrates that 66.1% of customer use the mobile phone for
keeping in touch with family member, and rest of 33.9 % of customers use mobile
phone for business, office, friends and others motives. 26.8% of customers are
Table 2 Summary of socio-demographic profile of telecom operator users

Profile Groups Frequency Percent
Gender Male 230 74.2
Female 80 25.8
Age of the respondent < 20 years 16 5.2
20–25 years 148 47.7
25–30 years 62 20.0
30–35 years 44 14.2
> 35 years 40 12.9
Occupational status Student 186 60.0
Service holder 47 15.2
Business 42 13.5
Household 19 6.1
Retired 8 2.6
Others 8 2.6
satisfied to usage mobile phone operator for call rate, 27.4% for the network, 12.9%
for internet packages, 10.6% of FnF number, rest of them satisfied to others reasons.
24.2% of customers would like to switch to the others phone operator to attract the
call rate, 17.1% for network, 29.7% for internet packages, 8.1% for FnF number,
7.1% for 3G internet speed and others attractive new offers or factors (see Table 3).
11.1 Reliability Analysis
The research computed Cronbach Alpha test to discover the inner consistency that
shows reliability of different factors of the survey questionnaire. Reliability analysis
has been measured via Cronbach’s coefficient alpha to check for internal consis-
tency of the constructs. All constructs had no problems in reliabilities as Cronbach’s
Alpha values exceeded the criterion of 0.700 (Anderson et al. 2010). Cronbach’s
alpha has been applied widely in social science and it gives a conventional result and
subsequently, analysts recommended composite reliability as an option measure
(Wong 2013). An acceptable reliable esteem will be between 0.60 and 0.95 (Hair
et al. 2013; Bagozzi and Yi 1988). On the other hand, George (2003) provides a
commonly accepted the following rules of thumb for describing internal consistency
is: “α 0.9—Excellent, 0.9 > α 0.8—Good, 0.8 > α 0.7—Acceptable,
0.7 > α 0.6—Questionable, 0.6 > α 0.5—Poor, 0.5 > α—Unacceptable”.
Table 4 illustrates that computed value of the Cronbach Alpha of the factors is
0.908, which that implies data is excellent and reliable because the pragmatic value
is comparatively higher than the standard reliable value of Cronbach Alpha. Thus,
the survey appliance is reliable to measure all constructs resolutely and free from
random error.
Table 3 Frequency distribution of customer’s general information about telecommunications

operators
Percent of
Variables Frequency respondents
Usage duration of current SIM < 1 year 12 3.9
1–2 years 18 5.8
2–3 years 29 9.4
3–4 years 41 13.2
> 5 years 210 67.7
Name of the operator Robi 52 16.8
Grameenphone 201 64.8
Banglalink 40 12.9
Teletalk 6 1.9
Others 11 3.5
Total number of biometric SIM card 1–3 189 61.0
3–6 75 24.2
6–9 22 7.1
9–12 16 5.2
12–15 4 1.3
15–20 4 1.3
Recharging the mobile phone Amount <4$ 113 36.5
($) per month 4–8 $ 96 31.0
8–12 $ 66 21.3
12–16 $ 29 9.4
> 16 $ 6 1.9
Why you are using a mobile phone Keep in touch with 205 66.1
family
Business 39 12.6
Keep in touch with 0 0
friend’s
Office use 0 0
Above all 66 21.3
The major reason for my satisfaction to the Call rate 83 26.8
mobile operator is Network 85 27.4
Internet package 40 12.9
Service package 21 6.8
Attractive 8 2.6
advertisements
Number of FnF 33 10.6
Package 6 1.9
3G speed 10 3.2
Others 24 7.7
(continued)
Table 3 (continued)
Percent of
Variables Frequency respondents
I would like to switch to another operator Yes 88 28.4
No 222 71.6
Which factors attract to switch the mobile Call rate 75 24.2
phone operators? Network 53 17.1
Internet package 92 29.7
Service package 12 3.9
Brand image 4 1.3
Attractive 6 1.9
advertisements
Number of FnF 25 8.1
Package 14 4.5
3G speed 22 7.1
Others 7 2.3
Table 4 Reliability Reliability statistics

coefficients
Cronbach’s Alpha No. of items
0.908 34
11.2 Descriptive Analysis
The descriptive analysis of the statistics (Table 5) illustrates that the mean as well as
the standard deviation value of all the questions, which have been designed under
seven (7) point’s semantic scale. According to this scale 7-strongly agree and
1-strongly disagree. The mean of all variables ranged from 2.6548 to 6.1065.
Meanwhile, the standard deviation for the below variables ranges from 1.80961
to 1.17620. The observed mean value is 6.1065 or more with little value of standard
deviations of all statements that experienced the customers’ satisfaction on tele-
communication markets in Bangladesh.
The overall mean value of communications (4.5413), value-added service
(4.8522), customer service care (4.3226) and customer loyalty (4.4613), which
indicates customers somewhat agree towards the service. The mean value of price
and tariff structure (3.5890), sales promotion (3.6581) on customer satisfaction
variable measure somewhat disagree towards the telecommunication market. Cus-
tomers agree to the convenience factor mean value, which is 5.0258. The overall
result justifies that respondents are showing the multi-coloured attitude towards the
telecommunication industry.
Table 5 Descriptive statistics on competitiveness factors of customer satisfaction and loyalty in

telecommunication markets
Item statistics
Over Over all
Std. all std.
Constructs Items Mean deviation mean deviation
Communications I am satisfied with the network 4.9065 1.56653 4.5413 1.15382
coverage
Signal quality is high 4.7065 1.34416
Drop calls is low 4.3774 1.68646
International roaming services 4.1548 1.79226
are available
Service packages are available 4.5613 1.61940
that my mobile operator pro-
vides is very attractive and easy
to go
Value-added Provide Information through 5.2935 1.58909 4.8522 1.00238
services (VAS) available SMS, MMS
Caller tunes and alerts are 5.3258 1.59904
available
Friends and Family Number 5.1806 1.69129
(FnF) facility
Quality, facility and high speed 3.7516 1.80961
of Internet and GPRS Connec-
tion (3G), (2G)
Facebook access service by 5.1839 1.77407
mobile phone
Sports news, job news, news 4.3774 1.69984
service are available
Price and Tariff Lower call rate 3.5097 1.70803 3.5890 1.15694
structure Lower price of internet 2.7903 1.77484
Free Internet browsing 2.6548 1.77365
Price of SIM is moderate 4.7387 1.59270
Accuracy of call cost 4.2516 1.58510
Convenience Availability of customer care 4.7129 1.56566 5.0258 0.98919
centre
Availability of recharge points 6.1065 1.17620
Different types of recharge 5.1677 1.43159
vouchers
Balance transfer system is good 3.7548 1.72491
Availability of SIM Card 5.3871 1.44315
Customer ser- Ease of reporting complaint and 4.1548 1.35170 4.3226 0.91485
vice care Speed of complaint resolution
Customize (Personalize) care 4.3032 1.40214
Customer care department is 4.4161 1.51724
helpful and informative
Having user-friendly website/E- 4.4161 1.35975
customer care
(continued)
Table 5 (continued)
Item statistics
Over Over all
Std. all std.
Constructs Items Mean deviation mean deviation
Sales promotion Price pack (bonus)/my mobile 4.1419 1.57216 3.6581 1.20963
operator gives frequent special
Offers
Prizes, premium and price-off 3.9839 1.36166
are available
Cash refund offers 3.0839 1.53473
Free talk time and bonus facili- 3.4226 1.66211
ties are good
Customer I am satisfied with using the 4.0935 1.50972 3.9387 1.11518
satisfaction mobile telecommunication
services
Telecom company has effec- 4.0548 1.47258
tively provided mobile telecom-
munication services
Mobile telecommunication ser- 3.6677 1.60378
vice is better than expected
Customer Say positive things about tele- 4.5484 1.47775 4.4613 1.28160
loyalty communication in Bangladesh
Intend to continue doing as a 4.3742 1.33244
customer
Valid N (list wise) 300
11.3 Factor Analysis (KMO)
Factor analysis is suitable for determining whether the data set of this study or the
strength of the inter correlation test were carried out applying Bartlett’s Test of
Sphericity (Bartlett 1954) and the Kaiser-Mayer-Olkin measure of sampling ade-
quacy (KMO) (Kaiser 1970, 1974). Bartlett’s trial of Sphericity esteem value ought
to be considered (p < 0.05) for the significance of the factor analysis and KMO
esteem ought to be considered in the range of 0 to 1 with 0.6 suggested as the
minimum value for good factor analysis (Tabachnick and Fidell 2007). The result
of the study (see Table 6) shows the calculated value of Bartlett’s test of Sphericity
measure 0.000 which was highly significant and KMO test 0.561 was close to 0.6
which directly indicates that data collected from the respondents is acceptable for
factor analysis.
Table 6 KMO and Bartlett’s test

Kaiser-Meyer-Olkin measure of sampling adequacy 0.708
Bartlett’s test of sphericity Approx. Chi-Square 8851.586
Df 561
Sig. 0.000
11.4 The Test of Hypotheses
11.4.1 Regression Analysis (ANOVA)
Model 1a linear regression analysis was used for hypothesis testing, Adjusted R2,
the coefficient of determination, which shows that overall service quality and
customer satisfaction in the telecommunication market can be explained 44.3% of
sales promotion, value-added service (VAS), price and tariff structure, customer
service care, communications and convenience (see Table 7).
Model 2b exhibits that customer satisfaction can be explained 63.6% by cus-
tomer loyalty.
From the ANOVA Table 7, we get F-value is 40.174 and (P ¼ 0.000) is less than
0.05, the null hypothesis is rejected, then alternative hypothesis is significant
accepted at the 95% level of confidence, which means that the sales promotion,
value-added service (VAS), price and tariff structure, customer service care, com-
munications, and convenience statistically significantly explained of overall cus-
tomer satisfaction in telecommunication market in Bangladesh. Same as F-value is
198.016 and P ¼ (0.000) which is less than 0.05 that customer satisfaction
explained by customer loyalty. ANOVA Model 1a and 2b we see that the signif-
icance value is 0.000 (Table 7), thus proving that the model is valid and significant.
11.5 The Result of Hypotheses and Interpretation
First Hypothesis (H1): The results of multiple regression analysis of the alternative
hypothesis H1 as presented in Table 8 indicated that communication concerns signif-
icantly negative influenced on customer satisfaction on telecommunication market in
Bangladesh and disclosed a significant negative result (β1 ¼ 0.014; t-value ¼ 0.239;
<0.05). According to the analysis, the significance value for the hypothesis is 0.811,
which is higher than the level of significance p ¼ 0.05. So, an alternative hypothesis is
rejected and null accepted, H1 implying the significant negative relation.
Second Hypothesis (H2): The alternative hypothesis, H2, Value-added service
(VAS) of service quality has a strongly positive significant influence on customers
satisfaction on telecommunication market in Bangladesh, the significance value for
the hypothesis is 0.001, which is less than the level of significance p ¼ 0.05. So, an
alternative hypothesis is accepted and null rejected. H2 implying the significant
positive relation between values added service and customer’s satisfaction (see
Table 8).
Table 7 Illustrating the regression analysis

Model summary
Model R R2 Adjusted Std. error of the
R2 estimate
Model 0.666a 0.443 0.432 0.84044
1a
Model 1 0.626a 0.391 0.389
2b
ANOVA
Model Sum of Df Mean Square F Sig.
squares
1a Regression 170.259 6 28.376 40.174 0.000b
Residual 214.021 303 0.706
Total 384.280 309
a. Dependent Variable: Customer satisfaction
b. Predictors: (Constant), sales promotions, value-added service (vas), price and tariff structure,
customer service care, communications, convenience
2b Regression 198.611 1 198.611 198.016 0.000b
Residual 308.925 308 1.003
Total 507.535 309
a. Dependent Variable: Customer loyalty
b. Predictors: (Constant), Customer satisfaction
Table 8 Regression coefficient (test result of hypotheses) coefficientsa

95.0%
Unstandardized Standardized confidence
coefficients coefficients interval for B
Std. Lower Upper
Model B error Beta t Sig. bound bound
1a (Constant) 0.218 0.283 0.770 0.442 0.775 0.339
Communications 0.014 0.058 0.014 0.239 0.811 0.100 0.128
Value-added 0.220 0.068 0.198 3.216 0.001 0.085 0.355
service (VAS)
Price and tariff 0.242 0.053 0.251 4.585 0.000 0.138 0.346
structure
Convenience 0.243 0.072 0.215 3.353 0.001 0.100 0.385
Customer ser- 0.174 0.073 0.143 2.381 0.018 0.030 0.318
vice care
Sales 0.050 0.055 0.055 0.917 0.360 0.058 0.158
promotions
a. Dependent Variable: Customer satisfaction
2b (Constant) 1.630 0.209 7.793 0.000 1.218 2.041
Customer 0.719 0.051 0.626 14.072 0.000 0.618 0.819
satisfaction
a. Dependent Variable: Customer loyalty
Third Hypothesis (H3): Alternative hypothesis H3, customer’s price and tariff
service quality has a highly positive significant influence on customer satisfaction
on telecommunication market where (β3 ¼ 0.251; t-value ¼ 4.585; p < 0.05). Thus,
proves as per the evidence that significance value for the hypothesis is 0.001, which
is less than the level of significance p ¼ 0.05. Thus, the significant relation between
customer satisfaction and price and tariff. So alternative hypothesis is accepted (see
Table 8).
Fourth Hypothesis (H4): The alternative hypothesis, H4, convenience has a
positive significant influence on customers satisfaction on telecommunication oper-
ators in Bangladesh and released a significant result (β1 ¼ .215; t-value ¼ 3.353;
p < 0.05). The significance value for the hypothesis is 0.001, which is less than the
level of significance p ¼ 0.05. So, an alternative hypothesis is accepted and null
rejected. H4 implying the significant strongly positive relation between the cus-
tomer’s satisfaction and convenience of telecommunication market in Bangladesh
(see Table 8).
Fifth Hypothesis (H5): The alternative hypothesis, H5, customer service care has
a negative significant influence on customers satisfaction on telecommunication
operators in Bangladesh (β1 ¼ 0.143; t-value ¼ 2.381; p < 0.05). Thus, proves as
per the evidence that the significance value for the hypothesis is 0.018, which is less
than the level of significance p ¼ 0.05, the significant positive relation between
customer satisfaction and customer service care in telecommunication market in
Bangladesh (see Table 8).
Sixth Hypothesis (H6): The alternative hypothesis, H6, sales promotion has a
negative significant influence on customers satisfaction on telecommunication
market in Bangladesh (β1 ¼ 0.055; t-value ¼ 0.917; p < 0.05). The significance
value for the hypothesis is 0.360, which is higher than the level of significance
p ¼ 0.05. So, an alternative hypothesis is rejected and null is accepted. H6 is not
supported indicating that the significant strongly negative relation between cus-
tomer sales promotion and customer’s satisfaction on mobile telecommunication
market (see Table 8).
Seventh Hypothesis (H7): The alternative hypothesis, H7, Loyalty has a highly
significant positive relationship with customer satisfaction on telecommunication
market where (β1 ¼ 0.626; t-value ¼ 14.072; p < 0.05). The significance value for
the hypothesis is 0.00, which is less than the level of significance p ¼ 0.05. So, an
alternative hypothesis is accepted and Null is rejected (Table 9). H7 is signified that
the significant strongly positive relation between customer loyalty and customer’s
satisfaction on mobile telecommunication market (see Table 8).
12 Recommendations
The recommendations are given below based on suggestions to improve the cus-
tomer service to fulfill the customer satisfaction and make a sustainable relationship
with the customer. Recommendations are made based on survey findings and
Table 9 Illustrates the summary of hypotheses accepted or rejected

Accepted or
HN Hypotheses Rejected
H1 Communication and coverage has a significant influence on cus- Alternative (H0)—
tomer satisfaction in telecommunication market in Bangladesh Rejected
(0.811 > 0.05) Null (Ha)—
Accepted
H2 Value-added Services (VAS) has a significant influence on cus- Alternative (H0)—
tomer satisfaction on mobile telecommunication market in Accepted
Bangladesh (0.001 < 0.05) Null (Ha)—
Rejected
H3 Price and tariff has a significant influence on customer satisfaction Alternative (H0)—
on telecommunication market in Bangladesh (0.000 < 0.05) Accepted
Null (Ha)—
Rejected
H4 Convenience has a significant influence on customer satisfaction on Alternative (H0)—
telecommunication market in Bangladesh (0.001 < 0.05) Accepted
Null (Ha)—
Rejected
H5 Customer service care has a significant influence on customer Alternative (H0)—
satisfaction in telecommunication market in Bangladesh Accepted
(0.018 < 0.05) Null (Ha)—
Rejected
H6 Sales Promotion has a significant influence on customer satisfaction Alternative (H0)—
on telecommunication market in Bangladesh (0.360 > 0.05) Rejected
Null (Ha)—
Accepted
H7 Customer satisfaction has a significant influence on customer loy- Alternative (H0)—
alty (0.00 < 0.05) in telecommunication market in Bangladesh Accepted
Null (Ha)—
Rejected
analysis. Some customers have been switching to other operators because of their
poor network infrastructure, internet packages, 3G speed, and promotional pack-
ages. Telecommunication operators should have quick expansion in the network,
lower internet price with 3G and 4G high speed over Bangladesh if they want to
keep its customers to stay with them. The value-added services (VAS) department
should be coming up with more ideas to entertain its customers. This department
has its potential but should be used it to the full range to provide more useful
services to customers’ needs. Although telecommunication operators provide latest
technology and services, should clarify that to the customers. As it has been
observed that many customers are unaware off the use of value-added services,
they may not be well informed about the recent packages of the companies. If the
customers are happy and satisfied on telecommunication sectors than it makes
sustainable customer loyalty on service provider operators. So, service providers
need to provide customers’ expected service to make loyalty. Different programs
should be taken in the customer care centres to educate the customers by providing
pertinent advice regarding different essential features of the mobile phone and its
operations and services. The result shows that some dissatisfaction among the
respondents about the charge of internet packages in Bangladesh. The respondents
said that the internet package charge is higher. So, telecommunication operators
need to reduce internet package rate. Based on the findings of this study service
quality of telecommunication companies should focus on the tangible, reliability,
and assurance of service quality, these three dimensions of service quality have the
significant relationship with customer satisfaction in using telecommunication
service in Bangladesh.
13 Managerial Implications
The result of this chapter has important managerial implications. It will support to
generate new thoughts for researchers, consultants and telecom experts. The key
competitive factors like [sales promotion, Value-added service (VAS), price and
tariff structure, customer service care, communications and convenience] touching
the customers’ perception in mobile phone operators (service providers) will put the
practitioner in a better position to design appropriate strategies to deal with mar-
keting practices that will enhance the benefit of the operators. The study also finds
improvement areas for telecommunication investors and sellers for serving better
than the before and helps to achieve remarkable progress. Mobile telecommunica-
tion operators should pay attention to improving the quality of different services
and customer image to build sustainable customer loyalty.
14 Limitations and Further Research
The research area, the data collection only focused on customers of developing the
country in Bangladesh. The result of developed and under developing countries
may be variation. Further, researchers should collect data from some part of
developing and developed countries. Based on the proposed theory in this chapter,
it is highly suggested to the researchers in the field of telecommunication markets to
conduct researches on the implementation of applying the emerging markets
theory, the emerging telecommunication markets theory and conceptual framework
of competitiveness factors of customer satisfaction and loyalty in telecommunica-
tion markets which are discussed in this chapter.
15 Summary and Conclusions
Telecommunication market is going up by modernizing and emerging its technol-

ogy. The mobile telecom industry has a higher impact across developed economies,
as investments in and connectivity and networks over a long period of time leading
to higher infiltration of voice and data. On the other hand, in developing countries,
this business has made progress against the SDGs mainly through rising connec-
tivity and access to information, with explicit services like mobile money and
agricultural platforms leading to higher productivity and poverty eradication.
Moreover, for the survival of telecommunication companies in any country, they
should also consider the competitive factors. The phone is not only used for making
calls, among many other functions, it is used for communicating through text-
messages, multi-media messages (MMS), as well as to connect us to the internet.
Telecom industry is now a paramount importance in developing countries with
emerging markets (Huq et al. 2015; Arokiasamy and Abdullah 2013). In Emerging
telecommunication markets, we focus some characteristic of change in technology,
change in government law and regulation or political change, change in value-
added service, change in social media demand, change in sales promotion, change
in user behaviour, and change in market competitions. Telecommunication market
is growing fast in the world by extending its market share. Telecommunication
companies should increase its strong networks in everywhere. Communication and
coverage, price and tariff, convenience package, value-added service, sales promo-
tion, and customer care are the competitiveness factors in telecommunication
markets. Telecommunication operators compete with their competitors by provid-
ing this effective competitiveness factor. In Bangladesh, telecommunication has
become a very popular communication to all professional persons, even the X and
Y generation are using this product intensively for their personal and occupational
purposes. Telecommunication provides mobile banking service to the rural area in
Bangladesh. The telecommunications service quality depends on both the
supporting services and networking. The mobile telecommunications service qual-
ity is typically measured in terms of some common parameters like call completion
rate, call drop rate, voice quality, complaints resolved percentage within a
timeframe and customer service etc. (TRAI 2008; Sutherland 2007; Australian
Communications and Media Authority 2008). The mobile telecom companies in
Bangladesh need to eradicate several concerns that enable them to draw the
attention of customers and retain them in the long run. It is an established fact
that both customers’ perceived service quality and satisfaction have been the most
significant success factors of business competition either for manufacturers or for
service providers (Munusamy et al. 2010; Buzzell and Gale 1987). Communica-
tions, value-added service, customer service care and customer loyalty, which
indicates customer, are somewhat satisfied towards the service quality. That’s
mean customer are not satisfied towards their providing service. The result of this
research is illustrated that value-added service (VAS), price and tariff, convinces
and customer care competitive factors have a positive significant influence on
customer satisfaction in telecommunication operators in Bangladesh. Other sides

Communication and coverage and sales promotion competitive factors have a
significant negative influence on customer satisfaction in the telecommunication
market in Bangladesh. So company operators in Bangladesh need to develop the
communication coverage, sales promotion, and customer service care. In addition,
these operators need to consider the factors of competitiveness in the telecom sector
in order to survival and growth the market share. Companies need to segment the
markets and provide the particulars offers to the customers. In developing country,
quality education, sustainable cities and communities, industry, innovation and
infrastructure are provided by telecommunication industry. It creates more employ-
ment in different sectors, ensures standards of living, and develops the economic
growth. It also helps to achieve the sustainable development in the world. By
upgrading the new telecommunication technology, they create new market
opportunity.
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Md. Nekmahmud is a research scholar in marketing. He earned

his M.B.A. (Master of Business Administration) specialization in
marketing and received B.B.A. in marketing from Begum Rokeya
University Rnagpur, Bangladesh. Nekmahmud achieved first
position in B.B.A. He has published more than ten academic
research articles in reputed international journals of the USA,
the UK, Australia and New Zealand. His three research papers
have also been presented in international conferences. His current
research interests are in the areas of advertising, consumer behav-
iour, sustainable marketing and telecommunication markets.
Shafiqur Rahman has been a Vice-President of Australian

Academy of Business Leadership (AABL) for last 3 years. Prior
to this, he served the US Embassy in Dhaka as an economic
specialist and trade promotion manager for about 10 years. He
also served as an M.B.A. coordinator for two private universities
in Bangladesh for about 12 years. He is a Ph.D. in management
from Macquarie University, Australia. He also received a Grad-
uate Certificate in Research from Western Sydney University and
an M.B.A. from I.B.A., Dhaka University. His research profile
includes 15 research articles and 20 conference presentations.
Competitiveness in Banking Industry: A
Study of Employee Satisfaction, Customer
Satisfaction and Productivity in Service
Quality
E. Enaworu, F.B. Adegboye, and H.U. Wara
Abstract This research attempts to assess customer and employee satisfaction as

well as productivity in service quality. In doing so, a commercial bank, was used as
a case study aimed at finding out if there are linkages between employee satisfac-
tion, customer satisfaction and productivity in service quality. Others were to
determine whether employee satisfaction can lead to customer satisfaction; cus-
tomer satisfaction with the quality of services of an organization can lead to
organizational productivity; and customer satisfaction with product of an organi-
zation could translate into its productivity. To achieve these objectives, 230 cus-
tomers (82 savings account holders and 148 current account holders) of the bank
were stratified and randomly selected. The selected respondents were given ques-
tionnaires that contained questions relevant to the above objectives. These ques-
tionnaires were self-administered. The responses gotten thereof were analysed
using cross tabulations and percentages and the stated hypotheses were tested
using chi-square test statistics. The findings showed that there is a linkage between
employee satisfaction, customer satisfaction and productivity. Employee satisfac-
tion does lead to customer satisfaction; customer satisfaction with the quality of
services of an organization can lead to organizational productivity; and customer
satisfaction with product of an organization can translate into its productivity.
E. Enaworu (*)
Department of Petroleum Engineering, Covenant University, Ota, Nigeria
e-mail: enaworue@gmail.com
F.B. Adegboye
Department of Banking and Finance, Covenant University, Ota, Nigeria
H.U. Wara
Department of Business Management, Covenant University, Ota, Nigeria

374 E. Enaworu et al.
1 Introduction
With respect to the operating environment of financial institutions, environments

where banks operate in are very competitive such that they compete with others for
deposits, credit unions, institutions offering unsecured investment alternatives as
well as savings institutions. Their competition usually offers higher interest rates and
this normally decreases the funds they would attract or make them increase their own
rates forcefully in order to attract new funds. This increase in deposits leads to an
increase in cost of funds for these banks, thus disrupting their cash flow and ability to
get funds to lend to customers and therefore reducing their profit margin. Despite
these competitors and the intense competitive environment, there are other factors of
success in the banking sector such as location, company size image brand, product
innovation best rates quality and technology (Mbalectures 2010).
In order to ascertain the extent of effective degree of competition, Bikker and
Spierdijk (2008) stated that several issues such as network, technology, investment
in relationships just to mention a few, are important determinants of the behaviour
of the financial institutions.
The tense competition in the banking sector has caused the quick growth in
technological developments, changing industry standards and recurrent releases of
novel products. The development of technology has allowed the competition,
non-depository firms inclusive, to contend effectively in emerging markets and
this has enabled the expansion of various financial products, services and availabil-
ity of funds to key customers. But with the advent of the application of technology
and its inherent changes despite the competitive environments banks operate in has
led to the creation of emerging markets in emerging economies. From these
emerging markets, customer satisfaction and performance are key success factors
in these markets as such they must not be taken for granted.
This study is aimed at investigating whether there are trade-offs between cus-
tomer satisfaction and productivity, and to ascertain if customer satisfaction via an
organizations products and quality service leads to organizational productivity.
2 Statement of the Problem
The statement of the problem serves to elaborate upon the information implied in
the title of the study. Similarly, the problem that necessitated this research work is
as follows:
1. Is customer satisfaction an overall evaluation of an organizations products or
quality service through the efforts of personnel?
Competitiveness in Banking Industry: A Study of Employee Satisfaction. . . 375
3 Hypotheses
The following hypotheses relating to the research were formulated:

1. Hi: There is linkage between employee satisfaction, customer satisfaction and
productivity.
2. Hi: Employee satisfaction does lead to customer satisfaction.
3. Hi: Customer satisfaction with the quality of services of an organization does
lead to organizational productivity.
4. Hi: Customer satisfaction with product of an organization does translate into its
productivity.
4 Scope of Study
Generally, the research is on commercial banks with emphasis on a commercial

bank. This research work covers all forms of the banks products and the respective
customers that have signed-on to these respective products. This idea is to facilitate
convenient collection of needed data for the research.
5 Background of Organisation
The organisation heralded into the market in 1990 when it commenced operation.
The vision of the bank is to be an institution that sets the pace in banking, devoted to
providing good service and promote staff excellence in order to gain the loyalty of
her customers and in return obtain optimum profits. The bank had a crystal-clear
mission from the onset which entails being the most preferred bank that syndicates
technical capability with up-to-date information technology, in order to ensure a
lasting relationship with her clienteles. With its culture that is customer service
driven, the bank has been able to guarantee that quality services are adequately
offered to her ever-increasing customers. Apart from other common services being
offered by banks, it has a very high rating in various sectors of the bank such as
management of portfolios, corporate finance, financing of consumer loans, financ-
ing of the public sector, and retail banking. The establishment is also well known
for creating personalized goods and services.
6 Literature Review
According to Stevenson (1993), quality of a service is the potential of a product or

service to continuously meet or exceed the expectations of the customer. Culiberg
and Rojsek (2010), stated that service quality is taken to be a quality that results due
to customers perception and conclusion based on a particular kind of service

rendered to them. Quality of service can also be seen as the way a company shows
her lowliness/dominance based on her services rendered (Bitner and Hubbert 1994).
The quality of a service offered by a firm is considered to be key in order for that
firm to stand out from her competitors. Service quality is important to companies
because it offers them a competitive advantage, thus putting them in a favourable
position than their rivals and enabling their customers to be satisfied (Ladhari
2009). A study was conducted by Warraich et al. (2013) using two hundred and
twenty companies in the telecommunications sector in Pakistan. From their study, it
was discovered that service quality is a basis for the competitive advantage for a
firm, thus enhancing their competitiveness.
It has also been confirmed by Schumpeter (2013), that the competitiveness of a
company is crucial to the existence of that company. It has been demonstrated that
several factors such as competitiveness (competitive products and competitive
productivity) are in addition to service quality, forecasters of customer loyalty in
financial companies (Edvardsson et al. 2000; Baumann and Pintado 2013). From
the key findings of Baumann et al. (2017), it was discovered that competitiveness
has the capacity to expanciate on customer loyalty in unstable and stable markets
for local banking in the retail sector. The study further proposes that competitive-
ness in the financial sector affects customers loyalty behaviour and their future
intents facilitated by how much they perceive regulations.
There is wide spread acceptance that organizations that are to engage firms should
pursue dominance in both productivity and customer satisfaction. Nevertheless,
these goals are hardly in agreement. In the interim, an organization could achieve
an increase in her productivity by reducing her staff size but may end up decreasing
her profitability if the satisfaction of customers lies on the efforts of the employee
(Anderson and Sullivan 1993). In the current economy, to have a competitive
advantage, cost effectiveness and customer behaviour need to be understood prop-
erly in order to properly manage customers (Gurau and Ranchod 2002). The
profitable customers of an organization are not always the most satisfied. There
are arguments from professionals stating that some organizations have confirmed
that points from satisfaction do not actually relate directly to increase in earnings;
but findings have even corroborated these facts with a direct relationship between
sales and satisfaction not confirmed in most cases (Scharitzer and Kollarits 2000).
6.1 Customer Satisfaction
Satisfaction is defined as the comfortable feeling a customer has over time due to
the constant engagement with an organization that provides goods and service. It
could also be seen as the state of the customer due to her needs being met constantly
by an organization that provides goods and services. It was stated by (Lee and
Marlowe 2003; Lam and Burton 2005) that the location of a bank with respect to the
distance of the abode of the customer determines the decision that would be made
by the customer to sign-on to that bank (Berry et al. 2002). A key factor of customer
satisfaction is the convenience of the location. The level of satisfaction of a

customer is usually increased when their shopping time and energy are properly
managed due to the availability of wide range of services and products usually
offered in a one-stop shop (Berry et al. 2002).
The satisfaction and subsequent retention of a customer is actually dependent on
the analysis of past interactions and transactions. Usually the retention of a customer is
not based on the analysis of satisfaction (Selnes 1998). From previous research, it was
discovered that customer satisfaction is directly proportional to customer retention
(Ranaweera and Prabhu 2003; Gustafsson et al. 2005; Mittal and Kamakura 2001).
Conversely, studies have shown no effect of customer satisfaction when it comes to
cross-buying which shows that customers might not always display increased cross-
buying activities (Verhoef et al. 2002). Customer satisfaction is not a key factor when
it comes to cross-buying because it could be affected by the pull or lure of substitutes
(Verhoef 2003). Let us take an example from satisfied customers that are pleased with
their main bank but could also be more pleased with other services and products being
offered by the banks competitors. Also, Gustafsson et al. (2005) contented that when
confronted with a desire to purchase a diverse product, satisfaction would not be as
key compared to loyalty (Keaveney and Parthasarathy 2001).
Trust is seen generally as a key factor in order to sustain a lasting relationship
with customers.
The advantages of an organizations status and skills based on the trust factor has
been thoroughly examined and analysed in literature (Johnson and Grayson 2005).
Experienced sales personnel are usually more convincing because it is expected of
them to have good communication skills which subsequently leads to more trust in
the relationships. Additionally, the status of a company usually affects how well the
customers sees the company as being trustworthy because the organization will
always keep to a particular standard of quality in order to maintain her status
(Johnson and Grayson 2005). So, the reputation and skills of a firm can develop
customers trust. From the view of marketing relationships, previous research has
shown that trust is a key factor in the retention of customers and expectation of
engagements with customers in the future (Johnson and Grayson 2005). Generally,
there is a need for trust in any situation that involves risks. Cross-buying could
result to lack of trust as there are more risks involved which subsequently creates
high uncertainty in buying decisions by the customer. But when customers see a
firm as being trustworthy the uncertainty linked with cross-buying as seen by the
customer becomes reduced. Also, Johnston and Madura (2000) and Lymberopoulos
et al. (2004) maintained that banks are usually seen by customers to uphold honesty
and integrity which enhances their chance to cross-sell products.
6.2 Customer Satisfaction, Productivity and Loyalty
Customer satisfaction influences customer loyalty, which in turn affects profitabil-

ity (Gurau and Ranchod 2002). There are various arguments concerning customer
satisfaction in terms of the perception of the customer with respect to the value
obtained in a business deal. In this case, value is equivalent to envisaged quality

service in relation to price and costs from goods acquired by the customers, with
respect to the anticipated value from businesses and relationships with the compe-
tition (Blanchard and Galloway 1994; Zeithaml et al. 1996).
6.3 Customer Satisfaction and Loyalty
Andre and Saraiya (2000), noted that Customer satisfaction influences and deter-
mines the intensity and period of loyalty of a customer. It is expected that a
customer will offer her loyalty to a company if the company is offering what
would gratify the client’s needs. The extent to which customer satisfaction is
measured can ultimately lead to the establishment of a platform for estimating,
forecasting and growing customer productivity (Gurau and Ranchod 2002).
By tradition, the loyalty of a customer depends largely on cross-buying, the
retention of the customer and encouraging words of mouth (De Wulf et al. 2001).
There are few researches related to cross-buying as most of them are fixated on
customer preservation. An example of this is shown with the merger between
Travelers and Citicorp in the year 1998 which was intended to create an opportunity
of cross-selling banking and insurance goods and services to exiting clients
(Mulligan and Gordon 2002). The retention of a customer is the continuation of
an existing relationship while cross-buying could be seen also in the light of growth
of an existing relationship (Verhoef 2003). Also, retaining the customer involves
the reduction in loss of your customers to your competition while cross-buying
concentrates on the growth of the relationship with customers (Verhoef and
Donkers 2005). Intrinsically, the emphases that would be placed on cross-buying
would be much different to the one placed on retaining a customer. To be specific,
cross-buying is a more complex procedure unlike customer retention which is a
monotonous decision (Verhoef et al. 2001). Therefore, the retention of a customer
involves a reduction in uncertainty and lower grade of envisaged risks compared to
cross-buying (De Wulf et al. 2001).
6.4 Marketing and Customer Satisfaction
The idea of relationship in marketing was introduced in the beginning of 1990 into
marketing service field. It has been confirmed that organizations made better profits
when nearer relationships were built with their respective customers. The expensive
nature of acquiring customers has driven companies into maintaining and creating
lasting relationships with their respective customers thereby enhancing profitability
(Ennew and Binks 1996).
Currently, banks have shifted from a marketing method that is based on trans-
actions to an approach that is mainly based on appreciating and acknowledging
their customers due to their existing long loyal relationships. Satisfaction is key in
the creation of existing relationships and it is defined as the meeting of someone’s
full expectations (Oliver 1980). It could also be the emotion of a customer to a
unique service or product after being consumed.
Satisfying and retaining customers are usually seen as the most vital long-term
aim of companies. Market perception advocates that a purchaser will most likely
buy again or at least think of buying again than a customer that is disgruntled and
displeased. In addition, reducing customer exits and increasing customer preserva-
tion are key tactical aims of most establishments as shown by current emphasis on
managing customer relationships (Verhoef 2003). Thus, previously satisfied buyers
may help firms both reduce marketing costs and develop more stable levels of sales
when many satisfied buyers are retained to purchase again in the future.
7 Research Design
The researchers adopted the use of the survey research design as this suit their
purpose. This is because the data was collected from a cross-section of current and
savings account customers.
7.1 Population/Sample Size
In research, it is hardly possible to include all members of a given population in the

investigation. This is because the members may be too large to be reached at a point
in time. If a researcher attempts to cover all the population needed for the inves-
tigation, it might be discovered that more time, money and efforts will be spent.
Thus, a sample should therefore be selected from the population for the investiga-
tion. The more representative the sample, the more the reliability the result drawn
from it.
A population is the totality of the people, subjects or observations which relate to
the situation of interest in the study to be conducted. A sample on the other hand, is
the reasonable number of selected members from the population as a representative
of that population which are used for the investigation or study.
Therefore, in this study, the population used consisted of the entire current
account and saving account holders. Sample for the study is made of randomly
selected 150 current account holders and 50 saving account holders, which gave a
total sample size of 200 respondents.
7.2 Sampling Technique
Samples were selected from population by statistical means, to ensure even selec-
tion of the subjects involved and thus avoid bias in the selection process. This
technique was divided into two categories—probability and non-probability. Prob-
ability sampling which is the technique used in this research is sub-divided into
simple random sampling, systematic sampling, stratify sampling and cluster
sampling.
For the purpose of this study, the stratified random sampling technique was
employed. Here, the customers were stratified into two strata (current and savings
account operators). In each stratum, independent random sampling of 148 current
and 82 savings account holders were then carried out.
7.3 Instrument for Data Collection
To achieve the objectives of this study, questionnaire which contained questions

that relate to the research objectives were administered to the respondents. The
research instrument (questionnaire) was divided into two sections. Section one
(A) sought for demographic data of the respondents such as age, gender and
educational qualifications. Section two (B) elicited information that was relevant
to the research objectives. These included amongst others the following: Is there
any linkage between employee satisfaction, customer satisfaction and productivity?
Do you believe that employee satisfaction leads to customer satisfaction? Do you
agree that customer satisfaction with the quality of services of an organization can
lead to organizational productivity? Can customer satisfaction with product of an
organization translate into its productivity? How would you rate the services/
products rendered by the bank to her customers? Other questions were related to
the type of services/products offered by the bank.
7.4 Procedure for Data Collection
The importance of data collection as a major step in research cannot be

overemphasised. Although there are several methods of collecting research data
(interview, questionnaire, observation among others), the questionnaire procedure
was adopted for this study. This is a research instrument specifically designed by
the researcher to source for primary information.
In this study, the questionnaire was designed to gather data and elicit responses
or information from the respondents on the subject matter “Employee Satisfaction,
Customer Satisfaction, and Productivity in Service Quality”. These questionnaires
were distributed to the randomly selected 230 customers of the bank to respond to.
7.5 Method of Data Analysis
Research is considered incomplete if the data generated from the field is not
analysed. This analysis must be done using the appropriate statistical tool. This
analysis could be manual or computerised. For this research, data collected from the
respondents were computer analysed.
The results of the analysis are presented as percentages in the form of frequency
tables and cross-tabulations. The formulated hypotheses of this research were tested
using the chi-square statistical test. The chi-square was used to test the stated
hypotheses because the data involved is of nominal scale measurement.
8 Data Analysis and Interpretation of Results
The results were based on the analysis of the responses as given by both categories
of respondents. That is, savings and current account holders of the bank that were
involved in the study. The following investigations were carried out based on the
research questions below. Research hypotheses tested are also presented here.
9 Research Questions
Table 1 presents the demographic data of the respondents studied for this research.
The analysis of their ages showed that 35.7% falls in the age bracket of 30–39. This
is followed by 20–29 years (32.2%) and 40–49 years accounted for by 27.8% while
those from 50 years and above were represented by 4.3%. Majority of them (54.8%)
were females’ respondents the remaining 45.2% were male. Analysis by educa-
tional qualification indicated that 47.4% were holders of secondary school certifi-
cate. This was followed by tertiary education graduates (43.5%) while first leaving
school certificate holders stood at 6.1% and the rest (3.0%) have not attended any
formal school. Over 60% of the respondents operated current account and 35.7%
are savings account holders of the bank.
Research question 1: Is there any linkage between employee satisfaction,
customer satisfaction and productivity?
The result of linkage between employee satisfaction, customer satisfaction and
productivity is as displayed in Table 2. It showed among the savings account
holders that 97.6% of them opined there is linkage between employee satisfaction,
customer satisfaction and productivity while only 2.4% were of a contrary view. A
similar result was observed among current account operators with 89.2% in favour
and 10.8% against. Overall, 92.2% agreed that there is a link between the three, that
is, employee satisfaction, customer satisfaction and productivity.
Table 1 Demographic Characteristics No. Percentage

information of respondents
Gender Male 104 45.2
Female 126 54.8
Age group 20–29 74 32.2
30–39 82 35.7
40–49 64 27.8
50 and above 10 4.3
Qualification None 7 3.0
Primary 14 6.1
Secondary 109 47.4
Tertiary 100 43.5
Type of account Savings 82 35.7
Current 148 64.3
Table 2 Linkage between employee satisfaction, customer satisfaction and productivity?

Type of account operated
Linkage between employee satisfaction, customer Savings Current Total
satisfaction and productivity No. % No. % No. %
Yes 80 97.6 132 89.2 212 92.2
No 2 2.4 16 10.8 18 7.8
Total 82 100.0 148 100.0 230 100.0
Table 3 Employee satisfaction can lead to customer satisfaction

Employee satisfaction can lead to customer Savings Current Total
satisfaction No. % No. % No. %
Yes 78 95.1 117 79.1 195 84.8
No 4 4.9 31 20.9 35 15.2
Total 82 100.0 148 100.0 230 100.0
Research question 2: Do you believe that employee satisfaction can lead

to customer satisfaction?
Table 3 seeks to find out if employee satisfaction can lead to customer satisfaction.
The results indicate that among the saving account holders, 95.1% are of the view
that employee satisfaction can lead to customer satisfaction, while 79.1% of current
account operators hold the same view. Overall, 84.8% of the respondents answer in
the affirmative with only 15.2% having a converse opinion. The table above pro-
vides more information.
Research question 3: Do you agree that customer satisfaction with the quality
of services of an organization can lead to organizational productivity?
Analysis on Customer satisfaction with the quality of services of an organization
can lead to organizational productivity is as presented on Table 4. Among saving
account operators, 92.7% hold a strong opinion that Customer satisfaction with the
Table 4 Customer satisfaction with the quality of services of an organization can lead to
organizational productivity
Customer satisfaction with the quality of services of Type of account operated

an organization can lead to organizational Savings Current Total
productivity No. % No. % No. %
Yes 76 92.7 135 91.2 1 91.7
No 6 7.3 13 8.8 19 8.3
Total 82 100.0 148 100.0 230 100.0
Table 5 Customer satisfaction with product of an organization can translate into its productivity
Customer satisfaction with product of an Savings Current Total
organization can translate into its productivity No. % No. % No. %
Yes 69 84.1 18 79.7 187 81.3
No 13 15.9 30 20.3 43 18.7
Total 82 100.0 148 100.0 230 100.0
quality of services of an organization can lead to organizational productivity, thus

making the organization more competitive. Also with respect to current holders,
91.2% agreed that Customer satisfaction with the quality of services of an organi-
zation can lead to organizational productivity. This view was held by 91.7% of the
entire respondents that involved in the study. Only 8.3% were of contrary view.
Research question 4: Can customer satisfaction with product of an organiza-
tion can translate into its productivity?
Table 5 is aimed at finding out if Customer satisfaction with product of an
organization can translate into its productivity. The analysis showed that 79.7%
of the saving account respondents believe that customer satisfaction with product of
an organization can translate into its productivity. While 79.7% of current account
held the same view with saving account holder regard to if Customer satisfaction
with product of an organization can translate into its productivity. Generally, 81.3%
of the respondents agreed that Customer satisfaction with product of an organiza-
tion can translate into its productivity with only 18.7% having an opposing view.
Research question 5: Which of the following service(s) is/are offered by
the bank?
Analysis of services offered by the bank to her customers is as presented in Table 6.
It is shown that majority (41.5%) of sampled saving account holders are aware that
the bank offered the following services: Public Sector Financing, Consumer
Financing, Retail Banking, Corporate Financing and Portfolio Management. This
followed those that know of only Consumer Financing (31.7%). Whereas, Portfolio
Management as service was known to 1.2% of saving account customer. More than
half (58.1%) of the current account holders of all the different services offered by
the bank as enumerated in the table. 34.5% know of consumer financing as service
Table 6 Service(s) offered by the Bank

Savings Current Total
Service(s) offered by the Bank No. % No. % No. %
Public sector financing 8 9.8 6 4.1 14 6.1
Consumer financing 26 31.7 51 34.5 77 33.5
Retail banking 3 3.7 2 1.4 5 2.2
Corporate financing 10 12.2 1 0.7 11 4.8
Portfolio management 1 1.2 2 1.4 3 1.3
All of the above 34 41.5 86 58.1 120 52.2
Total 82 100.0 148 100.0 230 100.0
Table 7 Service(s) offered by the organisation as products to its customers

Savings Current Total
Service(s) offered as products to its customers No. % No. % No. %
Quick loan 41 50.0 59 39.9 100 43.5
Auto loan 5 6.1 5 3.4 10 4.3
Motor cycle loan 14 17.1 11 7.4 25 10.9
Personal asset acquisition loan 0 0.0 1 0.7 1 0.4
Salary advances 0 0.0 8 5.4 8 3.5
Others 2 2.4 1 0.7 3 1.3
All of the above 20 24.4 63 42.6 3 36.1
Total 82 100.0 148 100.0 230 100.0
offered to customers by the bank. The least is corporate financing as reported by

only 0.7% of the sampled current account holders. Analysis at the entire respon-
dents showed that 52.2% of them knew that the various services contained in the
table are offered by the bank. Portfolio management as one of the services rendered
by the bank is known to be 1.3% of the entire sample.
Research question 6: Which of the following services is/are offered by
the organisation as products to its customers?
Table 7 shows the analysis of products offered by the organisation to her customers.
It indicates that half (50.0%) of sampled saving account holders and 39.9% of
current account operators are aware of quick loan as a product that the bank offered
to its customers. 24.4% and 42.6% of savings and current account operators
respectively are aware of the following products of the bank to its customers:
Quick loan, Auto loan, Motor Cycle loan, Personal Asset Acquisition Loan, Salary
Advances and Others. Analysis of the entire respondents showed that 43.5% of
them knew quick loan as a product offered by the bank to its customers. While
36.9% of the respondents involved in this study are aware of all the products as
enumerated in Table 7. Personal Asset Acquisition Loan as one of the products
offered by the bank is known to only 0.4% of the entire sample. Table 7 provides
more details.
Table 8 Rating of services/products rendered by the bank to her customers

Rating of services/products rendered by the bank to Savings Current Total
her customers No. % No. % No. %
Excellent 9 11.0 18 12.2 7 11.7
Very good 27 32.9 93 62.8 20 52.2
Good 39 47.6 30 20.3 69 30.0
Fair 6 7.3 7 4.7 13 5.7
Poor 1 1.2 0 0.0 1 0.4
Total 82 100.0 148 100.0 230 100.0
Research question 7: How would you rate the services/products rendered by

the bank to her customers?
Results of analysis of rating of services/products rendered by the bank to its
customers as rated by the customers is presented in Table 8.
The results showed that 32.9 and 62.8% of savings and current account operators
respectively rated the services/products rendered by the bank to its customers as
very good. 11.0 and 12.2% of savings and current account holders in that order rated
the services/products as excellent. Generally, 52.2% and 30.0% of the entire sample
used in this research rated the services/products rendered by the bank to its
customers as very good and good respectively. While 0.4% reported that rated the
services/products rendered by the bank to its customers as was poor.
10 Hypotheses
Hypothesis 1 There is no linkage between employee satisfaction, customer satis-

faction and productivity
This hypothesis seeks to discover if there is no linkage between employee
satisfaction, customer satisfaction and productivity. The null hypothesis above is
rejected since the P calculated value of 0.000 as shown in Table 9 is less than 0.05
being our level of significance. We therefore, accept the alternative hypothesis that
there is a linkage between employee satisfaction, customer satisfaction and
productivity.
Hypothesis 2 Employee satisfaction does not lead to customer satisfaction.
The null hypothesis “Employee satisfaction does not lead to customer satisfac-
tion” is tested in Table 10. The null hypothesis above is rejected since the p
calculated value of 0.000 obtained in the above table is less than 0.05 being our
level of significance. We therefore, accept the alternative hypothesis that employee
satisfaction does lead to customer satisfaction.
Hypothesis 3 Customer satisfaction with the quality of services of an organization
does not lead to organizational productivity.
Table 9 Responses from respondents based on hypothesis 1.

Response Observed Expected Chi-square P
category frequency frequency value Df value
Yes 212 115 163.635 1 0.000
No 18 115
Table 10 Responses from respondents based on hypothesis 2

Yes 195 115 111.304 1 0.000
No 35 115

Yes 211 115 160.278 1 0.000
No 19 115

Yes 187 115 90.157 1 0.000
No 43 115
Hypothesis 3 aimed at finding if Customer satisfaction with the quality of

services of an organization does not lead to organizational productivity. Result of
this test shows that the null hypothesis “Customer satisfaction with the quality of
services of an organization does not lead to organizational productivity” was
rejected since the p calculated value of 0.000 obtained in Table 11 is less than
0.05 being our level of significance. The alternative hypothesis that “Customer
satisfaction with the quality of services of an organization does lead to organiza-
tional productivity” is therefore accepted at the 5% level of significance. This
implies that Customer satisfaction with the quality of services of an organization
can lead to the organizational productivity.
Hypothesis 4 Customer satisfaction with product of an organization does not
translate into its productivity.
Test concerning the null hypothesis that “Customer satisfaction with product of
an organization does not translate into its productivity” was carried out and the
result presented in Table 12. Our statistical analysis shows that the null hypothesis
is rejected because the p calculated value of 0.000 as shown in the above table is
less than 0.05 being our level of significance. The alternative hypothesis that
“Customer satisfaction with product of an organization does translate into its

productivity” is hereby accepted. This implies that Customer satisfaction with
product of an organization can translate into its productivity.
11 Conclusion
Based on the findings of this research work, it was discovered that employee and
customer satisfaction are indispensable tools to organizational productivity.
Banks would remain competitive when their quality of service in terms of
products designed to meets the aspirations and needs of the customers are offered
with satisfied employees to these customers.
This study would enable newcomers gain better insight into the effects of
competitiveness and could also help current providers in the banking industry to
uphold their share of the market. The quality service rendered by a company due to
its satisfied employee would inevitably lead to customer satisfaction loyalty and
organizational productivity.
Furthermore, financial institutions in emerging markets and developing econo-
mies face stiff competition but the emergence of technologies and its diversification
has helped to create more emerging markets as well as ensuring the success of these
banks. This in the long run ensures that customers are satisfied and ensuring the
productivity, competitiveness and profitability of these organizations.
12 Recommendations
In the light of the findings of this research, the researchers therefore make the
following recommendations for effective and greater productivity in achieving
organizational goals.
Organizations should make working environment of their employee conclusive
for them to have job satisfaction so that they can give in their best. This will no
doubt translate into better customer service.
Since customer satisfaction with quality of services can lead to organizational
productivity, there is the need for them to be treated in such a way that they can
derive maximum satisfaction with the quality of services rendered by the organi-
zation. Indeed, customer loyalty is determined and influenced by the extent of their
satisfaction.
Organizations should introduce products that are relevant to their customers
need as this can have a positive impact on the organizational objectives.
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Efeoghene Enaworu is a lecturer and Ph.D. candidate in Cov-

enant University, Ota, Nigeria. He holds a B.Sc. in geology,
postgraduate diploma in management and an M.Sc. in petroleum
engineering. He is also a Shell Petroleum Development Company
(SPDC) undergraduate scholar and Petroleum Technology Devel-
opment Fund postgraduate scholar. Prior to becoming a Ph.D.
candidate, he worked in the Energy Unit of Equitorial Trust Bank
as a relationship manager. He also worked with Oando Marketing
Plc as a commercial branch manager.
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at Covenant University. She is currently on the Lecturer I status.
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its impact on the economic development of host developing
African countries. Her current project, however, is on electronic
banking and performance indicators for Nigerian firms. She had a
first degree in accounting, a second in finance and her third in
Banking and Finance.
Helen U. Olatunbosun is a Ph.D. candidate of industrial rela-

tions and human resource management candidate in the Depart-
ment of Business Management, Covenant University, Ota,
Nigeria. She holds a B.Sc. in business administration and an
M.B.A. She is currently the Head, Academic Affairs Unit of the
Student Affairs Department of Covenant University. Her research
interest is organization behaviour.
Audience Engagement as a Competitive
Advantage in Public Television: Case
of Gamification Use in IRIB IPTV
Kianoosh Karimi and Siavash Salavatian
Abstract Islamic Republic of Iran Broadcasting (IRIB), as the pervasive and

exclusive nationwide broadcasting service in Iran, recently started to lunch the
IPTV to provide new services for its demanding audiences. Such decision to be
successfully implement, requires high amount of financial resources, as much as
technical ones. One of the major concerns of strategic decision makers was to
increase audience engagement with IPTV, and Gamification is considered to be one
of the techniques associates with audience engagement. The present study using the
Delphi method (in three rounds) and documentary research trying to identify
services that have the greatest potential Gamify as well as identify capabilities
Gamification to increase audience engagement with the IPTV. In continues to be
tangible capabilities identified, have tried using depth interview, expression exam-
ples of effective use of the capabilities. To achieve the main goal in this study, in the
first step, was required identify services that have the greatest Gamification
Capability. Therefore, in the second round of Delphi and according to expert’s
opinion among more than 35 main service of IPTV, 12 services were selected. In
the third and final round of Delphi, researcher has tried to identify the capabilities of
Gamification to increase audience engagement with the IPTV. So among the
24 Gamification Capabilities by expert’s opinion the 13 Capability such as Levels,
Badges and etc. were selected. At the end of the study has tried using interviews
with Gamification experts, efficient examples of the use of Gamification Capa-
bilities to engage the audience with the IPTV were expressed.
1 Introduction
Three properties are straightforward in constant evolving media marketplace:

first is that media content are growing in a very rapid rate and new information is
unlimited (Anderson 2009). Second is that both old and new versions of media
K. Karimi (*) · S. Salavatian

IRIB University, Tehran, Iran
e-mail: kianoshkarimi@yahoo.com; salavatian@gmail.com

392 K. Karimi and S. Salavatian
are at users’ disposal via fully integrated digital networks which allow them to
move easily from one cultural product to another (Webster and Ksiazek 2012).
And the third is that the total capacity of human attention to engage in those
products has a limit (Webster 2008). The widening gap between unlimited media
and limited attention means that it is difficult for any media to attract significant
public attention (Ibid, p. 44). Considering the limited audience attention and
unlimited growth in media “attention economy” has been coined to show the
importance of attention as a scarce source in media economy and to point out that
attracting the audience attention is the prerequisite for success of media (Daven-
port and Beck 2001; Goldhaber 1997; Lanham 2006; Webster 2010). Therefore,
there is a competition among media companies in order to direct the attention of
audiences. The audiences involved are more varied, active and selective com-
pared to past (King and Neil 1995). Various media using tools and unique
comparative benefits, try to surpass their rivals and attract more audiences. One
of the most powerful tools and techniques in this competitive market is
“gamification”. According to the predictions, in 2018 this concept will reach a
market worth more than $5.5 billion in various businesses (Karimi and
Nickpayam 2017, p. 34). Gamification has been succeeded not only in business
and trade, but also in attracting audiences to media that might be used as one of
the new tools to surpass rivals. The application of gamification is abundantly
found in social networking websites such as Facebook and Twitter. TV also uses
this technology to attract audiences. An example of successful Iranian program in
this regard is the 2014 world cup produced by Adel Ferdosipour in which he used
gamification process to predict the results of matches and obtained interesting
findings. According to statistics released by the producer, a total of nine million
mobile numbers have participated in the program that resulted in 4–8 billion
tomans (two million dollars) in revenue just through sending messages
(Online News Agency 2014).
The main objective of this study is to investigate the implementation and
feasibility of gamification designing on interactive protocol television (IPTV).
IPTV is the result of computer, telecommunication and multimedia industries
convergence and it is considered as new technological advances of communication
and information. IPTV defines a system that uses internet protocol and broadcasts
television programs through broadband connections. Therefore, by using different
services, producers of electronic contents can represent their products and find new
ways to raise revenue. Launching IPTV increases costs, including the imple-
mentation of essential infrastructures, creating an integrated system and producing
specific receivers for this type of TV. Due to the high costs of launching and for
audiences, launching such a protocol requires tools and methods to ensure its
effectiveness and efficiency in order to direct the attention of parallel media
audiences and acquire a proper position in the media economy.
Therefore, in this study we have chosen the IPTV of Islamic Republic of Iran as
the case study and we have tried to recognise the capabilities of gamification based
on the perspective of IPTV of Islamic Republic of Iran which are able to attract more
Audience Engagement as a Competitive Advantage in Public Television:. . . 393
audiences to this media. Thus, in this study we are going to find appropriate answers
to two main questions: (1) Which services of IPTV are capable of gamification in
order to engage the audiences? (2) Which capabilities of gamification have the
highest ability to integrate with IPTV services in order to engage the audiences to
those services?
2 Gamification: A Tool to Create a Competitive Advantage
Nowadays, with the expansion of the Gamification, the boundary between games
and business has become increasingly blurry. Gamification has raised significant
interests in various fields such as business and commerce (Amy Jo 2009; Bittner
and Schipper 2014; Cechanowicz et al. 2013; Terlutter and Capella 2013; Hamari
and Koivisto 2015; Huotari and Hamari 2012), education (Arnab et al. 2015; Denny
2013; Farzan and Brusilovsky 2011; Christy and Fox 2014) healthcare (Johnson
et al. 2016; Jones et al. 2014; Hamari 2017; Huotari and Hamari 2017). In recent
years, several definitions have been proposed for gamification. Deterding et al.
(2011), provide an appropriate definition of gamification as “the use of game design
elements in none-game contexts.” Werbach (2014), adopted the designer’s point of
view and presents a definition of gamification as “the process of making activities
more Game-like”. Also Huotari and Hamari (2012) from the perspective of service
marketing defined gamification as ‘a process of enhancing a service with
affordances for gameful experiences in order to support user’s overall value crea-
tion’. According to the aforementioned definitions, gamification is not necessarily a
game design. It also provides solutions to conflicts and problems (Blohm and
Leimeister 2013). In order to design a gamified system first you have to fully
explain the specific purposes of the providers of service or system and then
these objectives are translated into appropriate game-design elements that are
compiled with gamified enhancing services. And by creating a game-like experi-
ence, this enhancing service activates individual user to use the proposed core
(Huotari and Hamari 2012) and consequently develop the product. Moreover,
bundling proposed core and enhancing services also requires the adaption of the
core to the enhancing service (Blohm and Leimeister 2013). The structure of a
Gamification system consists of three parts: dynamics, mechanics, and components
(González et al. 2014). At the highest level they are dynamics, Dynamics are the
big-picture aspects of the gamified system in which you have to consider and
manage but you can never directly enter the game. Mechanics are the basic
processes that drive the action forward and generate player engagement and
components are more specific forms that mechanics or dynamics can take (Fig. 1)
(Werbach and Hunter 2012).
Fig. 1 Classification of
game elements (Werbach
and Hunter 2012) Dynamics
Mechanics
Components
3 Psychological and Social Foundations of Gamification
Primary motivation for gamification is based on psychology. Gamification uses

elements of the game, motivates its users to perform a particular task or engage with
a particular service (Ašeriškis and Damaševičius 2014). Various models are
presented to illustrate gamification functions. Based on Fogg’s behavioral model,
motivation to perform and ability to perform, must converge at the same time for a
behavior to occur. Positive feedbacks from game mechanics support motivation;
and this game mechanics continuously triggers users to perform specific actions and
keeps them interested in the game (Fogg 2009). Gnauk et al. (2012) have also
conducted research in this field. He studied extrinsic and intrinsic motivation and
analyzed its relationship with external incentives and rewards. Neuroscience
researchers found that playing video games releases high amounts of dopamine in
the human brain (Koepp et al. 1998). Dopamine generates a sense of pleasure,
increases learning and increase concentration. With an increase in motivation, the
amount of released dopamine also increases (Berridge and Robinson 1998). For
example the rewards the users take to do a particular activity will motivates them to
try to repeat the action (Csikszentmihalyi 2000). Such behaviors with internal
intention, engage people completely and lead to “enjoyable, satisfying, and mean-
ingful emotional states that we can experience” (Herzig 2014).
4 Interactive TV
Interactive TV has always been considered as one of the best types of TV. Interactive
TV is a collaborative experience which relies on full interactivity (Dugow 2015).
Interactive TV can be delivered over terrestrial, cable and satellite transmission.
Viewers can watch interactive TV either on television sets or on personal computers
(Georgios et al. 2001). This type of TV is divided into different types based on the
level of TV and user interaction. Jansen (2005) introduces three forms of interactive
television. One form is the Enhanced TV, where the content—often text and
graphics—are placed at the top of the actual video content; Then, the viewer can
reach this content interactively, Enhanced TV is a kind of super teletext service and
thus, a pure expression of the “crawl” phase.
Another form is the personalized TV that is linked to a piece of hardware

through a personal video recorder (PVR) which offers the user the same control
over the broadcast flow as well as linking to the video recorder, This means there is
a possibility of pause, rewind, fast-forward, slow motion, etc. The third form is the
“cross media” interaction; This kind of interactive TV in addition to providing
services that offer the other two types of interactive TV, provides the two-channel
interactions to produce interactive-programs or interactive moments in TV pro-
grams. This type of TV also offers facilities such as chat, web, fax and more (Ibid
2005, pp. 90).
5 IPTV, Interactive TV
IPTV is an IP-based interactive TV. This interactive TV is a type of “cross-media”

interaction in which a two-way channel is used to send information and the content
is streamed from both the media and the user (Martinsson 2006; Gawlinski 2003;
Levy and Nebenzahl 2008). IPTV was first launched in form of digital terrestrial
TV, with the advent of advanced networking and storage technologies coupled with
Increase in the available bandwidth on new types of access networks together with
improving media coding algorithms, the traditional television station is at risk
(Zahid et al. 2008).
These events have made IPTV a unique communicative technology that has
potentially hundreds of millions of users watching streams of 500 kbps or more,
IPTV would not only revolutionize the entertainment and media industries, but
could also be considered as the internet backbone and have access to networks with
traffic (Hei et al. 2007). On the other hand, the various IP-based services can be a
source of revenue and make extraordinary profits for its operators (Hei et al. 2007;
Xiao et al. 2007). IPTV offers a variety of services including HDTV, digital video
recording, video on demand, and interactive applications (Jain 2007).
Zeadally et al. (2011) divided IPTV chain spans into four domains: (1) the
consumer domain presenting services to the final user, (2) the network provider
domain allowing the connection between the consumer domain and the service
provider domain, (3) the service provider domain which is responsible for provid-
ing consumers with the services, and (4) the content provider domain that owns or is
licensed to sell contents or content assets.
6 Research Methods
In this study, two methods of documentary research (DR) and Delphi consensus
were used to achieve the main objectives of this study. For this purpose, DR was
first used to reach the maximum indicators in the fields of IPTV and gamification.
In this step, by studying more than 60 local and foreign sources, more than
150 indicators in two fields of gamification and IPTV were extracted. In the next
step, in order to achieve the objective of research that is “Identification of
Gamification Capabilities to Increase Audiences Engagement with the New
Media: a case study of IRIB IPTV” Delphi consensus method was used. For this
purpose, in the first round of Delphi and to limit obtained indicators and enrich
these indicators, an interview was carried out with 22 experts in these two fields.
Finally, 35 indicators in the field of IPTV and 24 indicators in gamification were
identified. Following the Delphi method, we have tried to achieve consensus
opinion of experts on the obtained indicators through representing questionnaire
and receiving feedback from experts in both fields. For this purpose, in the
second round of Delphi and with the participation of 15 experts in both fields,
among the 35 indicators obtained in the first round of Delphi in the field of IPTV,
13 final indicators with a minimum consensus percentage of 60% were specified. In
the following and in the third round of Delphi and with the participation of
15 experts in both fields, among the 24 indicators obtained in the first round of
Delphi in the field of gamification, 13 final indicators with a minimum consensus
percentage of 67.7% were specified. The measures taken in this study are
represented in Table 1.
7 Research Findings
To achieve the main objective of the study, we must initially have a list of IPTV
services. Therefore; after specifying a complete list of IPTV services at the first
and second rounds of Delphi and categorizing them for core services and value-
added services (Fig. 2) based on the experts’ viewpoints of IRIB IPTV, 12 services
with the most capabilities for gamification were determined which are listed in
Table 2.
8 Identification of Gamification’s Capabilities to Increase

Audience Engagement with the IPTV
After identifying the services that have the highest gamification’s capabilities, in
the third round of the Delphi we tried to identify gamification capabilities with
highest ability to engage audiences with the IPTV services based on interviews
carried out with gamification experts. In the following, a list of 13 selected capa-
bilities by the experts are introduced (Fig. 3).
Table 1 Actions taken in the this study
Sampling Sample Research Collection Analysis
Part Phase Target The study group method size method method methods
First First Obtain a complete list of Books and articles in the Purposeful 90 books Documentary Taking notes Qualitative
IPTV services and field of Gamification and sampling and article research coding
Gamification capabilities IPTV
Second First Obtain maximum number IRIB managers, university Purposeful 22 Delphi Depth Qualitative
of IPTV services and lecturers and experts in the sampling participants interview Coding
Gamification capabilities fields of IPTV media and
Gamification
Second Identify services from IRIB managers, university Purposeful 15 Delphi Questionnaire Descriptive
IPTV that have the greatest lecturers and experts in the sampling participants statistics
potential to Gamify fields of IPTV media and
Gamification
Third Identify Gamification IRIB managers, university Purposeful 15 Delphi Questionnaire Descriptive
capabilities that have the lecturers and experts in the sampling participants statistics
greatest ability to integrate fields of IPTV media and
with IPTV services Gamification
Third First Expression successful IRIB managers, university Purposeful 10 Interview Depth Qualitative
Audience Engagement as a Competitive Advantage in Public Television:. . .
examples of Gamify of lecturers and experts in the sampling participants interview coding
IPTV services fields of IPTV media and
Gamification
397
Fig. 2 Classification of IPTV services
8.1 Achievement and Success Capability
The sense of victory in a competition or access to certain services or facilities as a

reward and gifts for the audience is considered a great success and induces a
pleasant feeling to the audience. This capability is one of the main capabilities of
gamification which will usually work in combination with other capabilities. This
capability is very effective for audiences who are seeking success, especially
children and young people. In IPTV Media when the user reach a certain score
level (which is determined by the system), he can achieve new facilities (for
example new content or new games) or he will be able to go to a higher user
level with more facilities.
8.2 Scoring Capability
According to scoring capability, the given scores in each service matches the
behavior and function of the audience. Scores can be either positive or negative.
Scoring capability is the base for more gamification’s capabilities Such as levels,
badges and ranking. Using this capability can easily induce a sense of progress to
the audience. In IPTV Media, users get score for various activities (such as
watching videos, participating in the tournament, playing games and etc.) and
these scores can be displayed on their user’s page. Scores can be the basis for
users’ access to different services, For example, a user by achieving a certain level
of scores (determined by the system) can achieve a certain level of credit to use
VOD service.
Table 2 The services that have the most functionality to Gamifying
Consensus
Services Description percent
Time shift An IPTV service in which subscribers can access (pause, rewind, fast forward, and etc.) IPTV contents 86.7
without time limitation
Catch-up TV The user can hold the program live and archived at certain times and at another time it looks 73.3
Participate in surveys and While watching the program shows audience can also participate in survey and competitions program. And 86.7
voting of programs even the audience also be associated with the other
Audience participation in During the program, the audiences can express his opinion via text or phone call As an expert or audiences 86.7
television shows
Personal video recording A personal video recorder (PVR) is an interactive TV recording device, in essence a sophisticated set-top 66.7
(PVR) box with recording capability (although it is not necessarily kept on top of the television set) (Rouse 2005).
Subscribers typically have the ability to pause, rewind, fast forward the content, or even stop viewing it and
return to it at a later time (Focus Group on IPTV 2007)
Purchase and lease of TV The audience can buy an archive of scarce and important programs and himself share them for free or 66.7
programs money with another audiences
Multi-angle service Multi-angle service is to provide more various different camera angles than the one station view. The 66.7
viewer can select angle which he likes to watch. For example, when the customer watches the baseball
game in TV, he can see the first base, third base, or backfield according to view’s wish not by the channel
director’s attention (Moustafa and Sherali 2012)
Parental control By using this service, provided programs could be managed. For example, some films not suitable for 66.7
children, If needed, you can manage their access
VOD and AOD A service in which the subscriber can view video content whenever desired. The operating assumption is 100
that the content is stored on the provider’s VoD server. Subscriber accesses the movie from a library
Audience Engagement as a Competitive Advantage in Public Television:. . .
directory which may include search engine that accesses movie description and rating (Minoli 2012)
live streaming HD and SD Pictures, videos, and movies in different resolutions appropriate to the audience of the media will be there 60.0
The possibility of surveys The audience can choose their favorite programs. Based on the points that audience give to it 86.7
and voting about VOD and
AOD
Channel thematic Creating and delivering issues packages such as child, family, movies, TV shows, etc. According to your 60.0
399
request
Ranking table capability 80.00%

Presenting medal capability 80.00%
Challenge capability 80.00%
Fear of losing capability 80.00%
Leveling capability 73.30%
Status capability 73.30%
Rewards capability 93.30%
Lottery capability 80.00%
Progression capability 86.70%
Surprising capability 66.70%
Discovery capability 93.30%
Scoring capability 86.70%
Achievement and success capability 86.70%
0% 20% 40% 60% 80% 100%
Amount of votes
Fig. 3 Percentage of consensus expert opinions about selective capabilities
8.3 Discovery Capability
Discovering something that is hidden to others and no one has never been able to
discover it will induce a sense of uniqueness to the audience. This capability in
IPTV can be a discovery of specific content, a unique work, discount code or the
answer of a question. If you want your media to be the first choice for audiences,
you should always have something new and unexpected for the audience. In IPTV
Media, the system can create puzzles and challenges during a TV series and
consider a reward for those who solve them. Solving these puzzles requires
watching all the episodes of a desired TV series.
8.4 Surprising Capability
Surprise is a pleasant feeling for all of us. We will be happy by surprises. This
capability increases the motivation of audience. In IPTV media, different services,
many new facilities, audience’s interested contents, discount codes, lottery prizes,
etc. can be offered as a surprise. To use this capability and its benefits, IPTV media
should always have the choice to surprise their audience. Therefore, by offering
those in the alternate periods it can maintain the necessary motivation in them.
8.5 Progression Capability
The progression capability can be considered as the foundation of the other

gamification capabilities. Most of the capabilities such as scoring, going to the
next levels, and ranking etc. are presented to inspire a sense of progress to the
audience. This capability can be considered as one of the best features of
gamification and one of the best tools available to keep the audiences motivated.
In IPTV media this capability is often visible in the form of a progress bar by the
audience. These progress bars can be different based on different services and
activities of audience in this media. Progress can be the result of using a service,
solving challenges, riddles, media usage history, and etc. that is visible to other
users.
8.6 Lottery Capability
The lottery has been always used in various television programs. The lottery
capabilities can be considered as the simplest and easiest capability to implement.
The lottery in the last few years helped the survival of many popular programs such
as sports programs “90”. More efficient outcomes can be achieved as a result of
combining this capability with other ones. If you use it creatively and properly, it
can be named as one of the cornerstones of the success of a project. This capability
in IPTV can be performed among all audiences, audiences of special services,
audiences of special programs or winners of a TV contest. For example, in the IPTV
media, a lottery code can be awarded to people who arrive at a certain point in the
day or answer the weekly question. And at the weekend owners of this code will
participate in the lottery in order to receive the limited services or games or receive
monetary credits.
8.7 Rewards Capability
Rewards can be given to audiences as a result of a specific action by them.

Rewarding the audience is essential to maintain and increase his motivation. And
not using this capability and not rewarding the audience means ignoring a very
effective tool to engage audiences. On the other hand, offering unsuitable rewards
frequently at short intervals may result in losing the impact of the reward and its
value. Reward schedules should be presented according to the audience and his
interests and provided at reasonable intervals. A large variety of rewards can be
provided in IPTV such as movies, music interest, discount codes or using of a
special service.
8.8 Fear of Losing Capability
A gamification project cannot be used without having risky challenges and a fear of
losing the obtained scores. A gamification designer should design capabilities such
as going to the higher levels, rewarding as well as designing risky challenges for the
audiences. It will act as a flip to the audience because it reminds them for developing
and maintaining their previous position they should be more active and earn more
points so as to not fall behind from the others. The flip increase audience engagement
with the media. For example, In the IPTV, users who have reached level 4, receive
the appropriate facilities according to their levels. But the user is warned that if he
does not earn the necessary minimum score to survive at that level, he will fall to a
lower level. This capability creates many challenges for users. And the fear of the
falling behind the rivals provides them with the necessary motivation.
8.9 Challenge Capability
This capability reached the consensus of 80.0% of experts. The life of each person
is full of diverse challenges. Life without challenges is a misconception. All of us
will experience numerous challenges during our life from going to work to get
married and find a job etc. Gamification projects is also impossible to be designed
without the challenge. In other words, without Challenge gamification projects is
doomed to failure. A gamification project that is designed for IPTV to engage the
audience with services must specify challenges for the audiences that lead to
intellectual engagement of the audiences with IPTV services, otherwise, the project
will fail. In IPTV, challenges can be defined based on individual interests. These
challenges can also be created by the system for the audience and by audience
himself for the others. For example, getting the lottery code by solving a system-
created challenge can be a fascinating challenge for users.
8.10 Leveling Capability
This capability reached the consensus of 73.3% of experts. This capability like the
other capabilities such as scoring and presenting medal, shows the users’ improve-
ment with a different function. Users by getting scores or a special medal can
improve their position and go to the next level. This will allow the audience to get
much more and better facilities. Each level should offer better and more attractive
facilities than the previous levels so that the audience will have motivation to go to
a higher level. Otherwise this capability loses its motivational properties. In IPTV
media, this capability can be used for any of the services and create motivation to
engage audience with the services. The result of users’ ratings is displayed on the
page for various services, and users can use it as their status.
8.11 Presenting Medal Capability
This capability reached the consensus of 80% of experts. In all challenging situ-
ations and sports competitions winning medals has always been pleasant for
everyone. In each tournament hundreds of people will compete for medals. A
medal is not only valuable for individuals because of its price but also because of
showing superior position compared to other competitors. Winning a medal creates
higher motivation for people to try harder to win another one. This amazing tool is
also used in the process of gamification designs and has produced excellent results.
In the IPTV media this feature can be used for gamifying all services and take full
advantage of its potential. In this way, users are given a special medal for using a
service for a specified period of time. Moreover, as a result of solving an important
challenge or winning a lottery, a special medal will be awarded to him. Everyone’s
Medal is visible to other users in his personal page.
8.12 Status Capability
This capability reached the consensus of 80.0% of experts. Status capability is

common among all social networks. This capability provides the user with the
possibility of sharing his status like a success, going to a particular place, etc. in a
form of text, images or videos in his personal page. It is enjoyable to the person
since it gives a person self-confidence among his friends. This capability can be
very effective in IPTV media. For example, the user can share the gained scores or
medals in any specific service as status in his personal page. This will give self-
confidence to the person. And user profile page will be a safe place for him.
Therefore, it creates the necessary motivation to audience’s engagement with the
IPTV media.
8.13 Ranking Table Capability
This capability has reached the consensus of 80% of experts. Ranking table is also
one of the inseparable parts of the various competitions. This capability has a close
relationship with leveling and presenting medal capabilities; it also represents the
user’s progress. All of us when we participate in a competition and see our positions
in the ranking table compared with other competitors, would like to be on the top of
the ranking table and exert ourselves to improve our position. This persuasion is the
same as encouragement to progress and excellence; that with a tool called ranking
table can be created in users. This capability in IPTV media can be based on the
earned score, received medals or the result of higher levels of users. Ranking table
can also be considered as a kind of status. Undoubtedly, the proper use of this
service will have valuable results for gamified IPTV media.
9 Conclusion and Discussion
With considering the previous similar studies and a comparative comparison, some
differences were found compared with this study which are being discussed in the
following:
Seung-Kwan Ryu et al. in their study entitled “Adoption of the Gamification
Model for IPTV Contents Promotion Strategy” tried to offer a gamification model
for IPTV media according to personal studies, citing personal experiences and
individual knowledge. But it seems that based on the opinions of gamification
experts and for some reasons this modeling would not be successful:
1. First step for designing a gamification project is providing the required instru-
ments. In the first step, gamification experts should determine which capabilities
would have the most efficiency in their projects. Hurriedly use without a
sufficient research of a capability causes that other capabilities would be
overlooked unconsciously, while those capabilities may probably have had
more and better influence on the aimed project.
2. The model presented in the study of Seung-Kwan Ryu has been designed using
the minimal interaction with IPTV experts and mostly based on personal experi-
ences and self-studies. While one of the most important points in designing a
gamification project is the interaction between the gamification’s designers and
the managers of that business. Because the gamification’s designers without
having enough interaction with managers of that business in order to understand
their expectation and getting information about different aspect of their work are
unable to implement successful gamification projects and the project will be
failed entirely.
In comparison with Seung-Kwan Ryu study, the present study, first focused on
designing gamification project in order to engage audiences to the IRIB programs as
the vital phase of project. Therefore, by using a consensus of the opinion of
gamification and IPTV experts, gamification capabilities that had the most ability
to combine with IPTV services were determined. In the last step, as a unit for each
service, successful cases of applying the gamification capabilities for gamifying
those in order to engage the audiences with the IPTV services were presented.
There are some reasons for the priority of this study over the Seung-Kwan Ryu
study. First this study has been fulfilled using a correct and scientific method and
based on the opinion of gamification and IPTV experts. Accordingly, based on the
experts of both fields, some services of IPTV that had the most ability to gamify
were initially determined and then some capabilities of gamification that had the
most ability to combine with IPTV services in order to engage the audiences with
them were specified. This policy leads to more and better concentration of
gamification experts on the present project and help them to avoid confusion.
However, the question that might be asked by the audience is that why no
comprehensive model has been presented in this study. There are so many reasons
for that. It should be first mentioned that the numbers of IPTV services that have
been studied in this research was too much and offering a comprehensive model for
all this services needed to more time and cost. That was impossible to do in the case
of this study. Because it needs to make numerous and specialized meetings with
managers and gamification and IPTV experts. On the other hands, for each of these
services a model should be presented and finally an effective and comprehensive
model from all of them as a unit should be presented. The main reason is lack of
IPTV media launching. Because all the services that has been mentioned in this
study is in accordance with international famous IPTV Media and the expectations
of the internal experts from IPTV media that is going to be lunched. Therefore, it is
reasonable that the media should be initially launched and then according to the
given infrastructure and facilities offered by that, a comprehensive and complete
model will be designed.
10 Suggestions
1. Organizing gamification special group in virtual deputy for using the advantage
of this technology to attract and engage the audiences to national media pro-
grams in different media fields. It is suggested that IRIB can use this technology
and with appropriate employing of this technology can further stable its place
over the country, Middle East and international levels.
2. Launching gamification special group in deputy of humanity affairs in order to
use this modern technology to employ and train the specialists and revolutionary
forces of media. Employing and training expert forces is one of the contexts that
gamification technology has greatly done. On the other hand, one of the main
needs and troubles of IRIB is to have specialist and revolutionary forces of
media Therefore we can use gamification technology for employing specialist
forces.
3. Using modern methods of broadcasting and producing programs in order to raise
the quality of programs and attract more audiences. One of the tools that can
enhance the quality of news is Gamification technology. This technology has
been used in many international broadcasters to enhance the quality of news
production. Using the Gamification capability such as rewards and challenges
for encourage users to generate the contents by themselves is an example of the
use of this technology in the news broadcasters. Therefore this technology is
suggested for the news channels of IRIB to take its advantages.
4. Organization of the research workgroup for exploring the new technologies in
the field of audiences and media. If a media wants to be successful in the
competitive atmosphere of international media, it should always be aware
about all the technologies used in this field. Therefore having a dedicated
group to monitor these technologies and exploring new technologies in the field
of audience engagement and media development are needed.
Using the capability of Gamification technology to seek the audience’s opinions and
suggestions in order to increase the quality of productions and broadcasting IRIB
programs. One of the best ways to improve the situation of IRIB is to use of the
audience’s opinions as the main assets of media. The audiences can express their
expectations about the performance and programs of media better than experts.
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Kianoosh Karimi is researcher in new media management

context. He has earned an M.A. in media management at
IRIBU. He is currently a member of Iranian Gamification Asso-
ciation (IGA) and Iranian Graphic Designers Network (IGDN).
His main research areas of interest are new media management,
gamification, media creativity and video games industry. Also, he
has published several articles in the mentioned fields. The
reviewer is currently engaged with a comprehensive research on
creativity in media firms.
Siavash Salavatian has earned his Ph.D. in media management

and is an assistant professor of media management in IRIB
University in Iran. His field of interest is focused on management
in public media organization and new technology and its effects
on media management. He has several publications in the field of
communication and media management that published in
national and international journals.
Competition Outside the Field: Economics
and Marketing of Football in Iran
Datis Khajeheian and Amir Sedighi
Abstract Iranian football clubs are experiencing a difficult period of time. Finan-
cial crisis has been a trend in last three decades and majority of clubs are suffering
from heavy debts. Premier league, that aimed to lead football clubs to be managed
professionally, was not successful in establishing a sustainable economic structure.
Considering these, this research provides an analysis of economics of Iranian
football from a marketing perspective. Considering competitiveness as a common
concept in business and football, authors suggest that the first step to economic
success is to turn sport clubs into sport firms. Accordingly, organizational structure
must be adapted with this paradigm shift, including a marketing department that
acts in such important levels as that of sporting department. Following these
structural changes, some B2B and B2C strategies have been suggested. In B2B,
authors recommend co-marketing alliances as a solution to exploit the clubs’ brand
value; and in B2C, they propose application of customer engagement programs and
integrated marketing communication as a solution to generate income from sup-
porters and also to co-create clubs’ brand.
1 Introduction
Following decades of national league in the country, Iranian Premier League (Jam-e
Khalij-e Fars) started in 2001–2002, aiming to promote professional football
nation-wide. Besides, it was planned to transform highly government-supported
clubs with public-funded structures to private clubes with professional structures
that are enabled to generate income and to support themselves with no reliance on
the public funds.
D. Khajeheian (*)
e-mail: Khajeheian@ut.ac.ir
A. Sedighi
FIFA Master in Management, Law and Humanities of Sport, International Center for Sports
Studies (CIES), Neuchâtel, Switzerland

410 D. Khajeheian and A. Sedighi
After 16 years, unfortunately, the economic purposes have not been met yet.
Iranian football is still highly depended on public-funds and most of clubs are
struggling with tight economic situations. Two superior clubs with millions of fans
nation-wide are under heavy debts. F.C. Persepolis debts are 2110 billion Iranian
Rials (appx. 55 million USD) while F.C. Esteghlal debts are 1180 billion Iranian
Rials (appx. 31 million USD) (Tabnak 2017).1
Evolution of football as an industry in modern time implies that what happens in
the field is just part of a competition. Another part, and more important part,
happens in the marketing battleground. Leading football clubs are the ones
which have a successful financial performance out of the field. They have shown
that success in the field is associated with the success in marketing departments of
clubs. For this reason, to be successful in the football field, a club must be
competitive in its managerial processes, in doing business and in exploiting of
business opportunities to generate money.
At the time of writing of this article, Iranian football faces with a crisis of debt.
The nation’s qualifiers in Asian champions league are under the threat of with-
drawal from these competitions because of their heavy debts. A premier league club
that is the winner of last season cup, ‘Naft-e-Tehran’, is in a total chaos and an
accumulation of debts endangers survival of this club. Esteghlal Ahvaz, champion
of last season of premier league was faced with tight financial constrains to travel
abroad and to host the international matches; and besides, unable to pay the players’
salary. In last two decades there are many similar stories of debts, bankruptcies,
requests for urgent government supports, and financial challenges of Iranian clubs.
Although AFC required all member clubs to balance their income and expenses,
and in spite of FFIRI’s (Football Federation of Islamic Republic of Iran) emphasis
on economic organization of all member clubs, no success in marketing and
economic performance has been reported yet. Marketing and economic manage-
ment of clubs have been widely criticized and performance of Iranian clubs to
exploit their capacity of brand and supporters to generate income has been
neglected.
To understand how to improve the financial performance of Iranian clubs, firstly
a knowledge from sources of income is necessary. A football club normally
generates money from different sources; most important of them include sponsor-
ship, TV right, merchandising, media relation, transfer of players and ticket sale.
According to Desbordes (2006, p. 6), three main sources of income for five major
leagues of Europe are TV right, sponsorship and Tickets and public relations.
Following is the status of each window of income in Iranian context:
1
http://www.tabnak.ir/fa/news/719961/%D8%B1%D9%82%D9%85-%D8%AF%D9%82%DB%
8C%D9%82-%D8%A8%D8%AF%D9%87%DB%8C%E2%80%8C-%D8%A7%D8%B3%D8%
AA%D9%82%D9%84%D8%A7%D9%84-%D9%88-%D9%BE%D8%B1%D8%B3%D9%BE%
D9%88%D9%84%DB%8C%D8%B3-%D9%85%D8%B4%D8%AE%D8%B5-%D8%B4%D8%
AF
Competition Outside the Field: Economics and Marketing of Football in Iran 411
Sponsorship Most prominent income source for Iranian clubs has been sponsor-
ship revenues (Khajeheian 2009). However, this revenue source has been histori-
cally inconsistent and challenging. Salimi et al. (2012) showed that just three of
18 teams in the sample period of their study were owned privately, none of them
currently plays in premier league and just one of them still competes in the first
division. A sign of failure exists in private ownership of football clubs. By their
findings, most of Iranian clubs are owned by industrial organizations or public
institutions, including municipalities, military, or ministry of youth and sport.
Another finding of Salimi et al. (2012), that is one of two academic sources of
football marketing in Iranian context found by the authors, is that sponsorship
incomes never supported costs of clubs. Firstly, the sponsorship contracts have
been problematic, partly because of intellectual property rights and sport law issues,
and partly because of not performing of obligations and judiciary procedures. A
recent interview with advertising manager of one of major banks reveals that
because of their bad experience of sport sponsorship, they have decided not
to advertise and support any of sport clubs (source: Authors’ interview). Secondly,
the sponsorship contracts are a fraction of expenditures. For Esteghlal Ahvaz club
sponsorship of Samsung electronics in whole season generates 200,000 USD
comparing with 6.5 million USD expenses. In another case, for Bargh Shiraz
Club, sponsorship of Samsung electronics generates similar 200,000 USD compar-
ing with 1.8 million USD expenses. Figures and data extracted from their research
shows a big gap among the income and expenses of Iranian football clubs.
Recent data from newspapers and common debate in media do not show
significant difference. Almost all of football clubs face with heavy debts and low
amounts of income. At the time of writing of this article, Asian Football confeder-
ation alerted two major Iranian clubs that if they cannot pay their debts until end of
August 2017, they will be excluded from the Asian Champions League. Accord-
ingly, the clubs request the government organizations and ministry of youth and
sport to assist them to pay their debts.
Direct support from fans has been generated considerable income in recent
years too. 3090, as a mobile short message system has been promoted by national
TV to encourage supporters of three popular clubs to send related digit and pay an
amount by daily basis (Fig. 1).
Broadcasting Rights Three of big five football leagues are very dependent on
broadcasting right, representing more than 50% of the clubs’ income in Italy, Spain
and French (Desbordes 2006, p. 6). British Premier League recently signed a TV
right deal that worth 5.14 billion Pounds over 3 years (2016–2019).2 Situation in
Iran is quite different. Based on the Constitution, Iranian Television and Radio is
exclusively controlled by public government administration. In this situation and in
absence of private owned broadcasts, broadcasting rights have been denied by
public Television, reasoning that football is a public good and IRIB doesn’t charge
2
https://www.sportskeeda.com/football/looking-importance-shirt-sales-club
Fig. 1 3090, a solution for direct support of fans by daily fee on their phone bills
license fee. There is an ongoing discussion between FFIRI and IRIB and no
broadcasting rights have been set yet. IRIB has paid some specific amounts of
money in some periods, but no fixed amount of money has been compromised.
Merchandising Selling official jersey and accessories with club’s brand is one of
the major revenue sources for football clubs. In a very recent trend, by transfer of
Neymar from F.C Barcelona to Paris Saint German, 10,000 PSG jersey sold in
1 day, by average price of 100 €.3 In five major European football leagues,
merchandising generates following figures: Spanish La Liga: 190.1 million euros,
English Premier League: 167.5 million euros, German Bundesliga: 129.7 million
euros, Italian Serie A: 76.9 million euros and French Ligue 1: 66.6 million euros.
Top Five European football clubs (Real Madrid CF, FC Barcelona, Manchester
United, Liverpool FC, FC Bayern Muchen), annually sell 1.2 million jerseys on
average.4 Again, in Iran things are completely different. In absence of intellectual
property rights, clubs’ kit can be bought in many independent sport shops with no
permission of the clubs. In fact, the kits are produced by local tailors on their own
format and personalization. No money comes to the pocket of clubs and no
commission is paid. Practically, there is no restriction in use of a club’s brand
and logo for self-made products. In such markets, the income of clubs from
merchandising is almost zero.
Tickets Ticketing is a controversial debate in the country. Recently a scandal of
commissioning 35% of ticket price to a private contractor was covered by media.
Also in recent years the number of attendants is reduced gradually and many of fans
prefer to watch the match at home. In association with the economic situation in the
country, ticket sale doesn’t raise a considerable amount of money.
Transfer of Players Iranian clubs started transfer of players to European league in
2000s, but in 2010s, after several years of success, the transfer of Iranian talents
decreased significantly. At the time of writing of this article, no Iranian player is
hired in one of five big leagues (England, Spain, Italy, Germany, France) and few
players are playing in middle level clubs in Netherlands, Greece, Russia, Sweden
3
https://www.thelocal.fr/20170805/psg-sell-10000-neymar-shirts-on-first-day
4
https://www.quora.com/How-much-do-Football-clubs-make-with-merchandising
and Norway. In spite of easy and quick qualifying Iranian national team to work cup
Russia, Asian football is generally failing and success of Iran has not necessarily led
to transfer of players to top leagues (see economics’ article of Iran’s success reflects
the failure of Asian football at 14 June, 2017).5
Above mentioned depicts a portrayal of inefficient economics of Iranian foot-
ball. It underlines the importance of scientific study of the reasons of such historical
poor performance and to find a solution for improving competitiveness of Iranian
football in different levels. This article reports an analysis of football economics
and proposes some solutions to assist the Iranian football to restructure the profes-
sional clubs toward a profitable performance and to enhance the competitiveness of
clubs in the battleground out of green football field, in the clubs’ marketing
departments.
2 Theoretical Framework
This article, part of a larger study of football economics and marketing, is based on
a framework that mainly consisted of two major factors: co-marketing and
co-creation.
2.1 Cooperative Marketing
A co-marketing alliance is a lateral relationship among firms or individuals that

intends to amplify or build user awareness of the benefits that they offer. This
involves partnership in one or more aspects of marketing and may extend into
research, product development or even production (Bucklin and Sengupta 1993).
According to Thoumrungroje and Tansuhaj (2004) co-marketing is a type of
strategic alliance in business level competitive strategy that focuses on creating a
competitive advantage in specific product markets by sharing resources and capa-
bilities of partner firms at the same stage of the value chain. Farrelly and Quester
(2005) emphasize that co-marketing is to market a product, brand or corporate
image together as a system. Ahn et al. (2010) argue that co-marketing alliance
happens among companies from different sectors, but in similar level of the value
chain. Their position in value chain allows them to cooperate on an equal and
independent status. By Grieco and Iasevoli (2017) discuss that the term
co-marketing includes several different typologies of alliance, such as brand alli-
ances, advertising alliances, co-promotion, co-development of new products,
cause–brand alliances and online retail alliances. Salimi et al. (2012) differentiates
co-marketing from sponsorship based on the characteristic that partners play a more
5
https://www.economist.com/blogs/gametheory/2017/06/how-east-was-lost
active role in co-marketing. According to them, a football club can use experience,
resources, capabilities of the partner to offer value to the supporters and fans.
Another important aspect of co-marketing is to provide the club a window to
exploit the opportunities in other markets by using its brand advantage to lesser
the risks of entry to new markets.
2.2 Brand Co-creation
To exploit a club’s financial potential, it must be appreciated that a corporate brand

plays a fundamental role in the creation and maintain a sustainable relationship
between an organization and its multiple stakeholders (Schwaiger and Sarsted
2011). These stakeholders include clients, employees, investors, suppliers and
citizens (Davies et al. 2010). Balmer (2012) discusses that a brand must be
mentioned as a share property among the organization and its stakeholders, that
organization carry the legal ownership and stakeholders own emotional ownership
of the brand. In our case, a club’s brand is a shared property between the club and its
supporters and fans. Following this idea, Iglesias et al. (2013) proposed “organic
view of brand” (PVB) as a co-creation model of brand. By their approach, creation
of a brand is a social process that involve multiple stakeholders that build this brand
together and in a social interaction (p. 671). By de Chernatony et al. (2006), “a
brand is a name as well as a set of perceptions based on functional and emotional
values and benefits”; Thus, a football club’s brand is an image that carries values
and emotions that are made from conversation and interaction of club’s owners,
managers, employees, history, fans, host city and other stakeholders.
Vallaster and Lindgreen (2011), argue that building a brand is an interactive
process in a conversational environment. Merz et al. (2009) also emphasize that
brand value is co-created by multiple stakeholders (Fig. 2).
Fig. 2 Brand is a set of Conversational

perceptions that shape in a Space
conversational space
between organization and
stakeholders (Adopted from Organization/
n/ Customers/ Fans
Custo
Iglesias et al. 2013) Clubb
Other
stakeholders
3 Methodology
This study was conducted by application of document study and expert opinion. In
the lack of resources about Iranian football economics and absence of formal
statistics of income and expenses, the researchers had to collect fragmented data
from various sources. Newspapers, websites, interviews, TV reports, and any
source of information were used for data collection. Then some experts of market-
ing, sport economics, media management and business requested to provide the
researchers with their expert opinion about the collected data. Findings are
extracted ideas of experts organized by researchers and framed by the research
theoretical framework.
4 Analysis
There are three levels for income generations in football industry: (1) Federation
Level, (2) League Level, (3) Club Level. In federation level, the main asset is
National teams; adult, youth, women, under-19 years, under-16 years, etc. In league
level, the main asset is Premier league and first division. In Iran Organization of
League (Sazeman-e-League) is in charge of this level. And in club level, the main
asset is the clubs’ brand. Findings of this article are focused on the third level,
football clubs.
4.1 To Change Approach: Sport Firms Rather Than Sport

Clubs
All of Iranian clubs in premier league and many other clubs nation-wide carry a
prefix of “Cultural-Sport Club of . . .”. Officially they are Cultural-Sport Club of
Persepolis, Esteghlal, Sepahan, Zob Ahan, Traktorsazi, Gostaresh Foolad, Padideh,
Siahjamegan, Foolad Khouzestan, Esteghlal Khouzestan, Sanat Naft Abadan, etc.
This prefix helps form the perception of managers, players, stakeholders, policy-
makers and society from their identity as a “cultural and sport not-for-profit
organization”. A sports club is a non for profit organization oriented to sport
competition (Callejo and Forcadell 2006, p. 52). In a business-oriented paradigm,
this prefix and the subsequent perception must be changed into a “sport firm”. A
sports firm, in reverse, aims to make profit from business activities in the area of
sports. Thus sport and other operations aim towards profit making.
4.2 Restructuring the Club as a Sports Firm
Following the business approach toward identity, the clubs must also be
restructured to be appropriate with the new mission. Benchmarking from Florentino
Perez’s Real Madrid restructuring, the following arrangement can be assumed:
Sporting department, marketing department, corporate-economics departments.
These departments will be supported by Administrative domains (Fig. 3).
In such organizational structure, sporting department manages operational activ-
ities that are core competency of a sports firm. The output of this department is to
offer the value of entertainment to the club’s customers and fans. Marketing
department generates income from the value of sporting department as well as
corporate branding and social capital.
Currently, most of studied Iranian clubs lack a real marketing department, and
their marketing committees, mostly include one of two persons who are in charge of
sponsorship contracts. None of the studied clubs benefit from a marketing depart-
ment that professionally and knowledgeably explore and pursue the business
opportunities rather than usual sponsorship.
Although AFC requires all clubs to be financially independent and to establish
their own economic and marketing establishments, and FFIRI has mandated this
financial independence, after 16 years of premier league it is still significantly
ignored. Authors suggest the FFIRI to require all football clubs of premier league
and first division establish their marketing departments with a benchmarked struc-
ture and qualified related personnel within a year. Such establishment must be
mentioned as pre-requisite for being included in the next season of the related
league. With this policy, the clubs that mostly rely on public budgets or industrial
funds will start to think and act marketing and business oriented.
An alternative can be to outsource marketing activities of a club to a professional
and expert sports marketing agent. In this case, the mechanism is similar and a
marketing department undertakes the revenue generating activities, but because of
lack of proper sporting marketing staff nation-wide, an external professional agent
must be commissioned.
Fig. 3 Restructuring model

of Real Madrid (Adapted Executive
from Callejo and Forcadell Director
2006)
Office of
Presidency
Corporate-
Sporting Marketing
Economics
4.3 Co-marketing Activities
Historically, Iranian sport clubs were unable to exploit their brand capacity of
revenue generation. Some brands are nationally capable (mainly Persepolis and
Esteghlal), some regional (e.g. Traktorsazi, Malavan) and some other local. To
exploit the money making potential in non-sports areas, established models of
co-marketing might be considered. An excellent instance can be seen in Juventus
co-marketing alliance with Caffé Mauro.
As it is shown in Table 1, a sports “firm” of Juventus FC exploited the potential
of its corporate brand by a commercial partner to earn income from a new market.
This successful partnership opened a new window of income by offering the club’s
Table 1 Co-marketing alliance of Juventus FC and Caffé Mauro (Source: Cherubini 2007) with
minor changes
Juventus FC co-marketing alliance with Caffe Mauro
Product
• Name: Juvespresso (Juventus Espresso)
• Packaging: tin, from 250 g, black in color
• Mixture of high quality (70% Arabic/30% robust), beans, grinding by express
Objectives
• To create and market a line of coffee targeting a specific customer market
• To launch the Juventus brand in the coffee market
Target customers
• Supporters of Juventus FC and their social connections that are characterized by young age,
medium/low budget and with an above-average female presence
Opportunities
• The distribution of Juventus FC supporters in Italy is in line with the disruption of selling
outlets if Caffé Mauro. (brand coverage)
• The typical consumers of Caffé Mauro and Juventus FC have similar characteristics in terms of
income, age, sex and geographical distribution
• Both the partners have similar values (energy, passion, popularity, tradition, Italian spirit)
Distribution
• Traditional channels: sold using the distribution channel used by Caffé Mauro (modern
distribution, specialized retail, public exercises, overseas market)
• Other channels: innovative distribution channels, such as the merchandising catalogue of the
Juventus FC, and the Juvestore
Communication
• The launch of the Juvespresso product was implemented by the following initiatives
– Presentation mailing to the retailer
– Promotion on the point of sale, with testing opportunities in an ad hic stand with the Juventus
FC and Caffé Mauro brand
– An advertising campaign on Hurra Juventus characterized by a friendly message, simple and
immediate, and structured according a ‘tease and reveal’ approach (double page)
– Promotional activity during the house matches of Juventus
– Consumer promotion with access to exclusive premiums and with loyalty cards
supporters a new value by a new product. The strategic partner also benefited from
the market of the club supporters and increased the sale of product and also attached
its brand with the club (Fig. 4).
Obviously, establishing such co-marketing alliances will be challenging in an
inexperienced context of Iranian football. There are requirements to be met. For
example, Salimi et al. (2012) extracted some requirements for a successful
co-marketing activity, including strategic compatibility, convergence of goals,
mutual commitment, and mutual trust. Finding partners in similar stage of value
chain with such common features required for co-marketing is difficult and in lack
of previous knowledge and history, will be challenging. However, to reconstruct the
collapsed economic building of Iranian football clubs, it is necessary to start.
Benchmarking, hiring external experienced experts, international visit of marketing
staff from successfully launched projects might facilitate the start of such marketing
activities.
Fig. 4 Juvespresso: Co-marketing product of Juventus FC (Photos: Google Image)

To design and perform a co-marketing program successfully, a club must be

aware of different stakeholders. There are many different stakeholders in football
marketing and dealing with these stakeholders creates a managerial complexity for
football executives. Cherubini (2007) coined ‘football convergence’ to imply
different types of interested parties that are involved in a football club. He articu-
lates these different types as following:
Commercial Partners Mainly corporations that sponsor sports clubs to promote
their product/service/brand using the fans, supporters and audience of a club.
Normally, the main sponsor’s logo will carry on the team kit for a season.
Coopetition with Competitors It is normally the League and the Cup, and teams
that compete for trophy following a set of rules and regulations.
Local Government and Communities Federation, public institutions and local
government are playmakers. They set the rules and regulations and football mar-
keting must be done inside the framework they set.
Media Cherubini (2007, p. 111): “Football clubs must offer their services to
supporters, as part of a match or a practice, creating entertainment and emotions
that can be greatly amplified by the classic media (magazines, radio, television) and
more innovative high-tech media (the Internet, mobile phones, etc.). Thus, a match
becomes an event to discuss 7 days a week. In fact, no other sport is as attractive to
the media as football.”
Football Consumers They are direct customers that football clubs must deliver
them value of entertainment, within a match or beyond the match. Clubs provide
them services during a match and 7 days a week by extra services in the form of
audience engagement (Fig. 5).
A well-designed and well-performed co-marketing plan evaluates the potentials,
resources and capacities of each stakeholder and the value they are seeking for.
5 Implications
Traditionally, there are convergences and divergences between clubs and federa-
tion. The biggest struggle is that clubs look for more autonomy, whilst federation
and governing bodies in general aim to control the wider interests of the league and
competitions, such as development of football nation-wide, investment on youth
and kids football, long-term investments and so on.
Football Club
Technical
Athletes
Institutions
Sport
Media
Institutions
Football
Sport Marketing
Product/Serv Agencies
ices
Commercial
Government
sponsor
Local
Spectators
Community
Fig. 5 Football marketing stakeholders (Source: Cherubini 2007, with minor change)
5.1 Marketing Department
As it said above, the cornerstone of this reconstruction is to establish an efficient

and knowledgeable marketing department in clubs. Considering the established
mindset of many clubs’ managers, authors suggest FFIRI to require all clubs by
mandatory guidelines addressing all participating clubs in premier league and first
division league. These guidelines must include standards in case of staff, structure
and milestones. It is worth to notice that this department might be outsourced to an
external marketing agent. The point is that marketing view must be created within
the clubs’ organization.
5.2 Public Relations
Public relations is the main contact point of the federation with its stakeholders and
the important section in implementation of a corporate marketing strategy. In total
marketing approach, public relations play a critical role in corporate branding.
Three main functions of public relations are receiving of information (out-in),

communication with external stakeholders (in-out) and managing communication
inside the organization (in-in) (Khajeheian and Mirahmadi 2015).
However, public relations of the studied clubs and even FFIRI do not perform
the expected functions of total corporate marketing. Considering website as the first
contact point of an organizations and customers, and comparing with top level
international clubs, there are many shortcomings in the design of sample clubs’
websites. Also FFIRI Website still appears in a worn-out fashion with numerous
broken links. Analysis of this website reveals that information are outdated and no
required data are available. Sell of events’ e-tickets is managed by another site
(footballeticket.ir) and there is no space for the sale of official kits, that can be a
considerable source of income. Sponsors have no significant place in the website,
and rank of website is very lower than the rank of sport websites. Considering that
the website is the contact point with public, FFIRI has ignored one of the main
windows of income and sources of public power.
Beyond the website design, modern public relations use audience engagement
mechanism to involve fans and supporters in co-creational activities. Gamification
plans are very common to encourage fans and supporters to keep visiting the
website. In a comparison with the landing page of English Football Federation
(thefa.com), football fantasy, sale of official kit, educational courses, have been
totally ignored in clubs and federation’s websites. The authors recommend the
FFIRI, and clubs consider the website as an asset that must be managed carefully on
a daily basis. Social media presence must be considered as a compatible activity.
In conclusion, public relations must be seen as an important section of marketing
department and in addition to its intrinsic tasks, it must take responsibilities of
website and social media, customer engagement programs, advertising campaigns
and other marketing related activities.
5.3 Business to Business Strategies
In these strategies, Federation must be in commercial interaction with commercial

partners. These partners are small firms either large corporations that are willing to
leverage their businesses using connection with Iranian national teams. They
financially support and expect to strengthen their market position. In a strategic
partnership, both partners, namely Federation and commercial partner, are seeking
for financial benefit and it is critical to consider success of both parts to form a
win-win game. For this reason, the current approach of federation that includes
searching for a corporate sponsor to pay a money and take sponsorship space on the
kits and outdoor advertising places, must be evolve toward a cooperative marketing
plan with mutual benefits. Also, it must consider to increase the Federation’s
marketing capacities for new partnerships.
Authors suggest identify advertising slots and marketing capacities of national

teams to “areas of value proposition” for sponsors, advertisers and strategic part-
ners. Areas of value propositions are activities that can be used for partners for
promoting their brands against cash or delivering their services. Transfer, food,
accommodation, hobby, travels, and clothes are some examples of these areas.
Precise and careful identification of these areas will increase the marketing capacity
of Federation to generate income from corporate partners.
5.4 Business to Customers Strategies
In these strategies, fans, supporters and individuals are targets. They are the source
of a very vital asset for businesses: “attention”. Individuals as fan support both
national teams and clubs in sport aspect and play as a source of direct and indirect
money for Federation. Success in attraction and retention of individuals as cus-
tomers is the key for creating a stream of income. The analysis shows that neither
Federation nor clubs in the Iranian sport environment have been able to use their
fans and supports to generate income from corporate partners. Considering fans as
sources of attention that advertisers and commercial partners are looking for,
authors suggest application of audience commodification as a business model. In
this model, the firm sells attention of its audiences to the advertisers (Khajeheian
2016). In our case, football clubs can offer sponsors and partners, access to their
fans by cooperative plans that propose the sponsors’ value as an alternative to rival
products and services. The idea is pervasively used while the success lays in the
detailed and precise design of this plan.
Currently, a customer plan is implemented by the partnership of Iranian telecom
company, naming 3090. In this plan customers accept to pay a daily fee on their
mobile subscription as their financial aid to their club. The amount of collected money
was surprising, and F.C. Esteghlal CEO announced that 220 billion Iranian Rials has
been raised by this club’s supporters in last season. But this plan has been criticized,
firstly because of its limited capacity of money generation, and secondly because of
direct money calculation that may wear the fans out and gradually decrease.
Authors suggest the Federation (and clubs in their own level) pursue a consis-
tent, wisely-designed and customer-oriented audience engagement program to keep
the football fans as an asset for sale to marketers. Football fans willingly participate
in such programs, when they understand that their participation benefit their
favorite clubs and also deliver them affordable value. Using of Gamification
mechanism and a consistent and integrated fan management program enable Fed-
eration and clubs to benefit from a pool of audiences’ attention that is very
interesting for many advertisers and commercial partners and can generate streams
of revenue.
Using of Gamification mechanism, mainly, points, leaderboard, rewards and
badges, provide users with a showable honor (as a virtual asset) that is endurable
during time, in contrast with the current fan program in the country, 3090. It is
worth to notice that details are vital in executing these plans. A good idea can be
ruined easily with a careless execution.
All in all, authors propose a total marketing plan for IRI Football Federation that
is characterizes by following:
• Expansion of the area of supporters’ touch (going through folk using commercial
partners);
• Attracting supporters and fans to Federation (by supporters’ platforms and
programs);
• Creating and increasing sponsorship capacities (by value proposition to com-
mercial partners using of football supporters as a valuable asset);
• An integrated revenue system from sustainable activities of users (by using of
audience commodification).
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1133–1143.

Amir Sedighi is a sports business professional with over 12

years of experience in the industry including 2 years at the
International Olympic Committee based in Lausanne, Switzer-
land—the heart of the Olympic movement and home of several
international sports federations. With a FIFA Master in Manage-
ment, Law and Humanities of Sport, Amir has experience in a
variety of sectors and is capable of working in three languages.
Amir Sedighi consults with a focus on helping companies and
sport federations that wish to develop business within the sports
marketplace, primarily covering areas such as strategy and busi-
ness development. He has experience in the fields of sport law,
digital media, communications, sponsorship, marketing and
media rights.
Part VIII
Empirical Researches
Impact of Situation in the Study of Gender
Entrepreneurship and Opportunity
Evaluation: An Analysis of Risk Disposition
Amir Emami and Nader Naderi
Abstract Entrepreneurial opportunities emerge from potential profit situations

which are not by themselves considered opportunities in the first place. They can
rather be called opportunities after they have been evaluated under conditions of
risk and/or uncertainty. For this reason, the evaluation phase of opportunity is very
instrumental in value offering as a driver of introducing new products and services.
Part of an opportunity evaluation pertains to how a situation impacts opportunity
evaluation. In this study, I apply risky framing (RF) which embodies both objective
reality and the situational element to examine how entrepreneurs cope with oppor-
tunities in different risky situations. An experimental survey is used with a random
sample of entrepreneurs and non-entrepreneurs (261 cases). The results of the
analysis of variance revealed that an individual’s judgment of entrepreneurial
opportunities is affected significantly by the situation (positive vs. negative). The
results have been provided for all groups (female entrepreneurs, female
non-entrepreneurs, male entrepreneurs, and male non-entrepreneurs) with a full
comparative analysis done between them.
1 Introduction
The question of “how entrepreneurs discover or create entrepreneurial situations,

i.e. the opportunity to create new products or services, new markets, new means of
production, represents a core intellectual question of entrepreneurship research
(Ardichvili et al. 2003; Baron 2011; Eckhart and Shane 2003). This study is a
A. Emami (*)
Faculty of Management, Kharazmi University, Tehran, Iran
DIGEP, Politecnico di Torino, Torino, Italy
e-mail: amir.emami@polito.it
N. Naderi
Razi University, Kermanshah, Iran
e-mail: n.naderi@razi.ac.ir

428 A. Emami and N. Naderi
response to recent calls on the importance of the situational conditions and the
objective assessment of risk in the study of entrepreneurial opportunities.
The objective of this study is primarily inspired by the seminal work of McMullen
and Shepherd (2006) “Entrepreneurial Action and the Role of Uncertainty in the
Theory of the Entrepreneur, Academy of Management Review”, in which they
introduced the notion of the “third-person opportunity” vs. the “first-person oppor-
tunity”. This view has been further elaborated by succeeding researchers (e.g.
Davidsson 2015; Shepherd et al. 2017; Wood et al. 2014). According to McMullen
and Shepherd (2006), opportunity enactment is contingent upon transition from the
third-person opportunity to the first-person which entails opportunity evaluation
under conditions of risk and uncertainty.
Although in their conceptualization the first-person and third-person opportuni-
ties are not distinct, they emphasize that each stream merely emphasizes a different
aspect of the uncertainty experienced in the decision to act entrepreneurially. In
addition, they describe their conceptual model as the outcome of the willingness to
bear perceived risk and uncertainty. In line with this assumption, they propose a
pragmatic approach rooted in the tradition of positivist psychologists, such as
Simon, Tversky and Kahneman, and Giegerenzer which apply experimental
methods or controlled tasks to observe individual behavior within an “objective,”
microcosmic reality (McMullen and Shepherd 2006). They also exemplify Tversky
and Kahneman’s framing experiments.
This research was later motivated further by the works of Shepherd (2015) and
Yordanova and Alexandrova-Boshnakova’s (2011), where they urge researchers to
explore the effect of positive and negative task domains that challenge entrepre-
neurs’ judgment, emotion, and action in entrepreneurial opportunities and how
gender relates to these issues.
Following these three pivotal calls, I adopted the pragmatic experimental
approach of risky framing (RF) which embodies both objective reality and contextual
element (positive vs. negative). Hence, this book chapter explores how different
representations of entrepreneurial opportunity can affect the risk disposition of
entrepreneurs and non-entrepreneurs, and whether this differs between males and
females in opportunity evaluation.
The problem of the classic framing framework (Tversky and Kahneman 1981)
for the objective of this study is that this framework is not subject to multiple
interpretations (McMullen and Shepherd 2006). The classic RF manipulation only
has two sets of dichotomous measurements. The first set involves a choice between
a certain vs. a risky act ion in a gain domain, whereas the second is a choice between
a certain vs. a risky action in a loss domain. To resolve this problem, five oppor-
tunity scenarios were designed. The opportunity scenarios were manipulated with
one certain condition (riskless) and four different risk levels, all in continuous
repeated measures in a positive (vs. negative) situation. The detailed differences
and risk dispositions of each of the four groups were analyzed. The new argument
offered in this research serves to enrich the opportunity literature both in theory and
practice.
Impact of Situation in the Study of Gender Entrepreneurship and. . . 429
2 Cognitive Aspect in Entrepreneurial Opportunity

Evaluation
Entrepreneurial cognition (EC) has received a lot of attention in recent years from
scholars due to its effective role in explaining why, when, and how entrepreneurs
use different modes of behavior to evaluate and exploit entrepreneurial opportuni-
ties (Foss and Klein 2012). It also has met with considerable empirical success
(Mitchell et al. 2007). Entrepreneurial cognition refers to how entrepreneurs use
their schemas to connect previous unorganized information in order to build
knowledge structures around entrepreneurial opportunities (Ward 2004; Kaplan
2011). For example, the knowledge structure enables entrepreneurs to make
sense, imagine, identify, and design new values for themselves and others (Mitchell
et al. 2002; Cornelissen and Clarke 2010; McMullen and Dimov 2013), how they
evaluate the credibility of third-person opportunities (Mitchell and Shepherd 2010;
Wood and Williams 2014), how they form intentions to develop and pursue these
opportunities (Dimov 2007; Li~nán et al. 2011; Siu and Lo 2013), or how entrepre-
neurs confront decision biases (Busenitz and Barney 1997).
In this study I also seek EC to examine how entrepreneurs confront decision
biases at the time of opportunity evaluation. This is because entrepreneurs are not
perfect rational information-processing machines in the market. They too make a
lot of errors in the way they handle the information on their opportunity in the
course of opportunity development.
The process of creating an opportunity starts with a subjective process of
recognition (Shane and Venkataraman 2000), and then it involves further endeavors
by entrepreneurs to transform it into an objective value. The creation of a strong
value proposition follows a successful opportunity development process. This
involves identification of an opportunity or idea (Dimov 2007), its evaluation as
well as risk assessment (McMullen and Shepherd 2006), and development
(Ardichvili et al. 2003). Evaluation is paramount mainly for two reasons. First, it
determines whether a specific set of circumstances represents an opportunity for a
particular person (McMullen and Shepherd 2006; Wood et al. 2014). Second,
because entrepreneurs are likely to conduct evaluation several times at different
stages of opportunity development, it has potentiality for leading to the identifica-
tion of further opportunities or improvements to the original opportunity insight
(Ardichvili et al. 2003).
3 Risky Framing
Based on the framing typology of Levin et al. (1998), RF is the most well-known
type of frame and it contains a set of options with different negative (vs. positive)
risk levels that elucidate violation of a rational choice invariance criterion when
decision makers are faced with different manipulations of one single decision
problem. It is based on the Prospect Theory (Kahneman and Tversky 1979), which
was introduced by Tversky and Kahneman (1981). The Prospect theory can explain
why, in a gamble situation, people would prefer a certain gain of $30 to 80%
probability of earning $45 (the same subjects were shown to prefer 20% probability
of earning $45 over 25% probability of earning $30) (Soman 2004).
There is a tendency for people to value risk in a more negative than positive
situation, which is referred to as loss aversion bias (Kahneman and Tversky 1979).
Many researches have shown that framing effects can play a role in many task
domains (e.g., monetary issues, time, life death, food, and idea contribution)
(Emami et al. 2011; Huang and Wang 2010; Levin and Gaeth 1988; Levin et al.
1998; Soman 2004).
The Prospect theory can be extended to real life matters (Fox and Tversky 1998).
The idea is that people think about decisions by analyzing them and dividing them
into beliefs and values. People make decisions as if they have assigned probabilities
to the beliefs (Baron 2008).
4 Gender Entrepreneurship
Most studies in the entrepreneurship area underline the role of male entrepreneurs
rather than female entrepreneurs. In other words, the findings on entrepreneurship are
mostly the outcomes of male-dominated researches (Baker et al. 1997; DiMaggio
1997; Dastourian et al. 2017; Ramadani et al. 2013; Ratten 2016).
However, female entrepreneurship has been received more and more attention in
recent years as an important untapped source of economic growth in society. Such
an increasing interest has roots in the diverse contributions of woman entrepreneurs
to creating new jobs, as well as offering new solutions to mangers in order to exploit
entrepreneurial opportunities regarding organization and business problems
(Ramadani et al. 2013). Not only is the contribution of females to opportunity
recognition (at both a macro and micro level) an addition to entrepreneurial
processes, but it has also been considered as a vital aspect of entrepreneurial
practices (Acker 1990).
Female entrepreneurs possess stronger managerial skills than male ones in build-
ing relationships with their ecosystem. These skills enable female entrepreneurs to
have a better understanding of the works, and effective negotiation abilities with
market actors and stakeholders. The other prominent characteristics of female entre-
preneurs are their tolerance and respect of human issues in the marketplaces. These
characteristics make them more sensitive and ready to deal with problems than men
(Hisrich and Brush 1986; Ramadani et al. 2013). This is a part of the common logic of
entrepreneurial expertise that successful entrepreneurs use in the highly unpredictable
start-up phase of a venture to create opportunities (Sarasvathy 2003).
5 Theoretical Background
In general, the evaluations of an object or event are more favorable if a key attribute
is framed in a positive way rather than in a negative way (e.g., Levin and Gaeth
1988). However, other studies have revealed that gender differences and the task
domain can moderate risk and framing effects.
5.1 Gender, Task Domain, Risk and Framing Effect
Gender has been identified as one of the most significant factors that can influence
the occurrence and the patterns of framing effects (Cullis et al. 2006; Fagley and
Miller 1990). It has been contended that framing studies that do not assess sex
differences might not be interpretable (Fagley and Miller 1997).
Braun et al. (1997) found that females are more susceptible to a positive
(vs. negative) presentation of decision problems. Harris et al. (2006) showed that
women are more risk-seeking in positive domains that involved small losses with
the possibility of great earnings. Their study highlighted that women are less risk-
seeking when they perceive the likelihood of negative outcomes as being greater.
The task domain can moderate gender differences in framing effects and in the
perception of risk. For example, when using RF in life-death and monetary task
domains, Fagley and Miller (1997) found that women, but not men, make riskier
choices when outcomes are framed negatively than when framed positively.
Life-death, health, money, Product, and time issues are examples of “task
domains” that have been widely used in framing studies (Huang and Wang 2010;
Levin et al. 1998; Soman 2004).
Weber et al. (2002) developed a specific risk propensity scale that included a
financial task domain. They found that the perception of benefits and risk are related
to gender. Moreover, the task domain can lead to significant differences between
the sexes as far as risk dispositions are concerned.
5.2 Consistency Between Task and Gender
Consistency between task and gender is suggested as an important issue in the study
of gender and framing effects. Eagly and Karau (2002) found that people tend to
seek consistency between their gender roles and environment (positive vs. negative
structure of their context), and that inconsistency could lead to a worse evaluation.
Rothman et al. (1993) showed that women are more involved in performing skin
cancer detection in a negative framing (vs. positive framing), while men are more
likely to respond to a positive framing. They concluded that task domain (health
care vs. monetary) is positively related to gender stereotypes.
Cullis et al. (2006) showed that males have a higher susceptibility to framing
effects when the task domain is related to monetary issues. For instance, they found
that although both males and females declare less income when taxation is framed
as a loss rather than a gain, this trend is stronger in males than in females.
Huang and Wang (2010) used RF in their study. They argued that if the task is
related to gender stereotypes, the situation described in a negative frame is more
inconsistent with men’s gender role than women’s. For instance, they showed that
men had stronger framing effects in the monetary domain than women (with the
inclination to risk in a negative frame and being risk-averse in a positive frame).
They revealed that the trends that individuals are more inclined to perceive as
dangerous, take actions on, or make risky choices on in negative frames than
positive frames are stronger in females than in males in feminine tasks, but are
weaker in females than in males in masculine domains.
5.3 Gender, Entrepreneurship and Risk
The dominant assumption is that males are socialized to take risks and eagerly
pursue their goals. They are more likely to consider a risky situation as a challenge
that a call for participation. Conversely, females are socialized to be risk-averse and
consider a risky situation as a threat (Širec and Mocnik 2015). They pursue their
goals with more cautious strategies (McKay-Nesbitt et al. 2013, p. 2247). However,
they are more realistic in a risky context, whereas male entrepreneurs are more
over-optimistic (Širec and Mocnik 2015).
Sexton and Bowman-Upton (1990) argued that female entrepreneurs are less
willing than male entrepreneurs to become involved in situations with uncertain
outcomes. Furthermore, they show less endurance and have lower energy levels
than those needed to maintain a growth-oriented business, especially when the
financial gain is involved in an uncertain environment, compared to men.
Although there is contradictory evidence about the difference between female
and male entrepreneurs in risk preference (e.g., Sonfield et al. 2001), the majority of
studies has shown that women exhibit lower risk disposition than their male
counterparts (Yordanova and Alexandrova-Boshnakova 2011, p. 276).
The research hypotheses are formulated in the following way:
If the information of entrepreneurial opportunity is framed negatively:
H1: Male entrepreneurs will have a higher disposition for riskier opportunities
than female entrepreneurs.
H2: Male non-entrepreneurs will have a higher disposition for riskier opportunities
than female non-entrepreneurs.
If the information of entrepreneurial opportunity is framed positively:
H3: Male entrepreneurs will have a lower disposition for riskier opportunities than
female entrepreneurs.
H4: Male non-entrepreneurs will have a lower disposition for riskier opportunities
than female non-entrepreneurs.
No specific hypotheses about the other interactions are available. For instance, if the
information on the entrepreneurial opportunity is framed positively (vs. negatively),
how does the risk preference/aversion vary between male entrepreneurs versus female
non-entrepreneurs or between female entrepreneurs versus female non-entrepreneurs,
etc.? All the possible interactions among groups will be analysed. The results of the
experiment are presented in two parts, that is, primary and secondary results. The
results of the primary analysis refer directly to the hypothesis of the research, whereas
the results of the secondary analysis concern the general issues of gender risk
measurement.
6 Method
6.1 Participants and Experiment Design
In order to increase the external validity of experimental results, it is crucial to

define the key measurable feature of the experiment population.
In the literature on entrepreneurship, there is no unanimous agreement on the
definition of an “Entrepreneur” (Nicolau et al. 2009). Studies have suggested
criteria such as being the owner operator of firm (e.g., Sorenson 2007), self-
employment (e.g., Batista and Umblijs 2014; Bitler et al. 2005), the founder of a
new firm (Gartner 1988), or engaging in the firm start-up process (e.g., Reynolds
et al. 2004).
The aim of this work was to collect data from Iranian entrepreneurs, and women
make up only 13.8% of the country’s economy.1 Therefore, in order to have a larger
number of proxy women entrepreneurs in the experiment, rather than choose one
definition over another, all of the definitions were considered equally as the key
attributes of an entrepreneur to determine the entrepreneur population.
To avoid any risk of selection biases in sampling (Berk 1983) each of the
subgroups assigned independently to the research experiments. Because the expo-
sure to both positive and negative for the same subgroups raises the issue of
reliability as well as confounding effects (Baron 2006) and requires risky method
such as self-selection correction to reduce the sampling error (e.g., self-
correction bias).
The sample size for both female and male entrepreneurs was estimated as one
hundred and fifty using the n ¼ 2z2pq/d2 formula (n ¼ n1 ¼ n2), with a confidence
level of 90%. The desired accuracy level was 0.09, and the proportion of the
population with the characteristics of an entrepreneur was estimated to be 0.65.
1
Based on the latest national Iranian survey, which was conducted in 2013. This figure was taken
from the Iranian statistical center database: http://www.amar.org.ir/
The participants were individuals who had attended an MBA programme, a

master of entrepreneurship programme, or applied business courses over a time
interval of 7 years (2007–2014) in three universities in Tehran. Six hundred and
eight participants (173 females and 435 males) had one of the aforementioned
criteria. Since the total population from which the final sample was to be drawn was
not large, the size of the population was also taken into account (Gregg 2008). The
formula for calculating the final sample nf ¼ n/1 þ (n/N), estimated sixty-six
individuals as proxy entrepreneurs for each gender. Then, 140 subjects were chosen
randomly (with a different selection procedure for each gender) and were invited to
fill in the experiment scenarios in four sessions at the University of Tehran. Five
questionnaires were eliminated by expert invigilators as they were considered
unreliable. Therefore, 135 (65 from men and 70 from women) were considered as
valid questionnaires. Ages ranged from 27 to 52, with a mean age of 35.13
(SD ¼ 5.9).
Basically, the non-entrepreneurs were those who demonstrated very little ten-
dency towards venture activities. This criterion was fulfilled on the basis of data
collected from staff employees (other than those in managerial positions) of ten
large governmental organisations located in Tehran.
A list of randomly selected e-mail contacts of 719 subjects from the organisa-
tions was drawn up. The number of entrepreneurs was the cut-off point in the
research. Hence, 65 men and 70 women were selected randomly. They were invited
to fill in the experiment scenarios in ten sessions at their reference organisations.
Nine responses were eliminated, for the same reasons as for the entrepreneur
sample. Therefore, the overall non-entrepreneur sample comprised 126 subjects
(64 women and 62 men). Ages ranged from 18 to 60, with a mean age of 34.52
(SD ¼ 11).
6.2 Material and Measure
The classic RF method (Tversky and Kahneman 1981) has two sets of dichotomous
measurements. The first set is about a choice between two certain versus risky
actions in the gain domain, whereas the second is a choice between two certain
versus risky actions in the loss domain. This dichotomous measurement has been
used in some researches to measure risk propensity (e.g., Roszkowski and
Snelbecker 1990), but considering the weak power of the scale (see Stevens 1946),
in the present case, it was not considered suitable for disposition measurement.
The RF task domain in this research experiment concerns five opportunity
scenarios.2 The opportunity scenarios are manipulated with one certain condition
(riskless) and four different risk levels, all in continuous repeated measures in a
positive (vs. negative) domain. It is important to highlight that there is a negative
2
For a copy of the experiment tool contact the author.
relationship between the amount of risk and the return in all the scenarios. For
instance, the opportunity scenario in the risk free format provides less return than
the others.
In order to capture a variety of responses to obtain a better understanding of risk
disposition, Likert scales, consisting of seven items, were applied to all the oppor-
tunity states. In addition, a very clear explanation was provided for each of the
scenarios in order to make the respondents feel completely free to provide their
highest or lowest dispositions, thus minimizing the risk of central tendency bias
(Gilbert 2008). In the introduction of the scenario, the respondents were encouraged
to imagine themselves in the situation. The participants were asked to indicate their
preferences regarding each opportunity.
In the framing of the opportunities, it was critical not to violate the logic of the
original Prospect Theory and Framing effects. The internal validity of the tool was
confirmed by a psychologist and a psychometrician, and their suggestions were
introduced.
6.3 Interaction and Statistics
All the hypotheses were combined to form a three-way interaction of respondent

gender (female vs. male), occupational attribute (entrepreneur vs. non-entrepreneur),
and scenario representation (positive vs. negative) on opportunity evaluation. Fur-
thermore, One-Sample T-Test and analysis of variance (One-way ANOVA and
Two-way independent ANOVA) were used to extract the results from the dataset.
All the analyses were performed with the Statistical Package for Social Sciences
(SPSS V.18).
7 Results
Risk is defined as the degree of probability of loss, and opportunity scenarios A–D
are presented in order of risk from the highest to the lowest (i.e., 67, 62, 57, and
52% risk), whereas Opportunity E is a certain situation.
The results show that framing information of opportunity leads to significant
differences in risk dispositions between the entrepreneurs and non-entrepreneurs
but also between the males and females.
H1: If the information of entrepreneurial opportunity is framed negatively, male
entrepreneurs will have a higher disposition for riskier opportunities than
female entrepreneurs.
When the information of opportunities was framed negatively, the male entre-
preneurs showed a marked disposition for all the risky scenarios. Their risk
dispositions were highly significant in scenarios A (TA ¼ 9.8 P < 0.001), B
(TB ¼ 5.17 P < 0.001), and C (TC ¼ 4.8 P < 0.001). This result was not observed
for the female entrepreneurs. Their dispositions for risk were not significant in any
of the scenarios (A–D). Therefore, according to the ANOVA results, this hypothesis
was confirmed for all the levels of risk, expect for the 52% risk level (FD ¼ 1.37
P > 0.05). In addition, both groups reported significantly low disposition regarding
riskless Opportunity E (Tmale ¼ 6.9 P < 0.001 and Tfemale ¼ 6.09 P < 0.001).
This means that the two groups did not have a disposition for certainty when the
information on the opportunity was presented negatively. This seems normal as the
male entrepreneurs were risk seekers in scenarios A–D and were reluctant about
certainty. However, the female entrepreneurs did not show any interest in any level
of risk, which is an unusual result.
H2: If the information of entrepreneurial opportunity is framed negatively, male
non-entrepreneurs will have a higher disposition for riskier opportunities than
female non-entrepreneurs.
The male non-entrepreneurs showed a highly significant preference for Opportunity
C (TC ¼ 3.6 P < 0.01) and D (TD ¼ 4 P < 0.001), which are moderate risk scenarios,
but the opposite for the high risk opportunities (TA ¼ 3.6 P < 0.01 and TB ¼ 3.1
P < 0.01). On the other hand, the female non-entrepreneurs showed a significantly low
preference for all the risk levels (TA ¼ 5.1 P < 0.001 and TB ¼ 6 P < 0.001 and
TC ¼ 5 P < 0.001 and TD ¼ 4 P < 0.001). Therefore, the hypothesis has been
confirmed, but just for moderate risks of 57% and 52% (FC ¼ 37 P < 0.001 and
FD ¼ 36 P < 0.001). In addition, both groups showed significantly low dispositions for
certainty (Tmale ¼ 3.6 P < 0.01 and Tfemale ¼ 10 P < 0.001), and this low
preferential inclination towards certainty was even higher for the female
non-entrepreneurs (FE ¼ 12 P < 0.01). It can therefore be concluded that the female
non-entrepreneurs were reluctant to take any entrepreneurial opportunity risk in the
negative situation.
H3: If the information of entrepreneurial opportunity is framed positively, male
entrepreneurs will have a lower preference for riskier opportunities than female
entrepreneurs.
Among all the risky scenarios, the male entrepreneurs evaluated just the highest
risk level (67%) favorably, with a highly significant P-value (TA ¼ 4.6 P < 0.001).
They reported a significantly low preference for the lowest risky scenario and
certainty (TD ¼ 4.7 P < 0.001 and TE ¼ 7 P < 0.001).
The female entrepreneurs were not interested in Opportunity A (TA ¼ 1.6
P > 0.05), and were instead more interested in D, C, and B, respectively
(TD ¼ 5.4 P < 0.001 and TC ¼ 4.9 P < 0.001 and TB ¼ 2.3 P < 0.05).
Like the males (but not to the same extent), they showed a significantly low
preference for certainty (TE ¼ 2.9 P < 0.01).
This hypothesis can only be confirmed for highly significant P-values for
moderate risks of 57% and 52% (FC ¼ 14 P < 0.001 and FD ¼ 52 P < 0.001).
H4: If the information of entrepreneurial opportunity is framed positively, male

non-entrepreneurs will have a lower preference for riskier opportunities than
female non-entrepreneurs.
The male non-entrepreneurs showed an almost highly significant disposition for
all the risk levels, except for the highest risk 67% (TA ¼ 0.23 P > 0.05). However,
it is strange that, at the same time, they showed an even higher disposition for
certainty (TE ¼ 10.8 P < 0.001). This is highly inconsistent behaviour in the male
non-entrepreneurs, which could put them in a critical condition if they wanted to
start a business. The same inconsistency was not observed for the female
non-entrepreneurs, who neither showed interest in any of the risk levels nor a slight
disposition towards them, but showed a highly significant disposition for certainty
(TE ¼ 11 P < 0.001). This obviously suggests that they are not interested in
business opportunities that deal with risk. Therefore, this hypothesis cannot be
approved for any risk level.
The full results are presented in the Table 1 so that the reader can make a
comparison easily between the four groups.
On the basis of the behavioral patterns of the risk dispositions (Fig. 1) and the
differences in dispositions across the four groups (Table 1), it can be concluded
that, in the positive projection of the risky opportunities, although the male
non-entrepreneurs clearly prefer certainty, the least significant difference in all
four risky conditions is between the female entrepreneurs and the male
non-entrepreneurs. Therefore, as far as risk disposition is concerned, these two
groups have more in common than the others. For this reason, they could have the
same risky behavior when they face entrepreneurial opportunities in positive
conditions.
The 62% risk level is the only risk level in which all four groups demonstrated
the same risk disposition. Furthermore, the male entrepreneurs and male
non-entrepreneurs deviate more than the other paired groups in the positive condi-
tion. These results may imply how a task domain can influence risk and certainty
dispositions for the same gender.
In the negative framing of the opportunities, there is a perfect discrepancy
between the female entrepreneurs and the female non-entrepreneurs. The second
position belongs to the male entrepreneurs and the female non-entrepreneurs.
Furthermore, on the basis of the statistical results, there is no junction in which
both groups have fewer than three different boxes.
Overall, in the negative formation, there are more differences between all the
groups than in the positive domain (21 states vs. 16 states, see Table 1). This
findings reiterate the tremendous effect of negative structures on individual cogni-
tive frames (for a review, see Rozin and Royzman 2001). The findings also shows
that not only does the task domain affect risk disposition (Huang and Wang 2010;
Weber et al. 2002), but also that the effect on dispositions in all the groups was
stronger in a negative situation of opportunities than in a positive one.
Although the female and male entrepreneurs are in the same occupation position,
in the negative domain, the more risk and return increased, the more discrepancy
Table 1 Differences between four groups in a negative versus positive frame of opportunities A–E
Male Entrepreneur Female Male Non- Female Non –
Entrepreneur entrepreneur entrepreneur
Male Positive A B * A B *** A B ***

Entrepreneur E ** E ** E
Negative C D C D C D
*** *** ** *** **
Female A B A B *** A B ***
Entrepreneur *** *** E E E
C D C D C D
** *** ***
Male Non- A B * A B A B
entrepreneur *** *** E * E E
C D C D C D
** * ** ***
Female Non- A B E B * A B **
entrepreneur *** *** E * *** E E
C D C D C D
*** *** ** ** *** ***
*P < 0.05, **P < 0.01, ***P < 0.001
Degree of Preference
Posive Degree of preference Negave
7 7
6 6
5.87 6
5.8
5.23
5.1 5.2
5 5 4.9 5 5 5
4.7 4.7 4.6
4.4 4.5
4.4
4.2 4.1
4 3.9 3.9 3.9 4 3.9
3.7 3.7 3.8
3.5
3.3 3.2
3 3 3 3.1 3
2.7 2.8 2.8
2.5 2.5 2.5
2 2 2
1.9
1 1
Highies t risk...................................................Certainty Highest risk.....................................................Certainty
0 0
67 ME 62 FE 57 MNE 52 FNE 0 67 ME 62 FE 57 MNE 52 FNE 0
Fig. 1 Behavioural pattern of risk dispositions between four groups in negative and positive
frames based on the disposition means (ME male entrepreneur, FE female entrepreneur, MNE
male non-entrepreneur, FNE female non-entrepreneur)
occurred in their dispositions (see Table 1 and Fig. 1). This means that the male
entrepreneurs tended towards high risk dispositions, while the female entrepreneurs
tended towards low disposition in the negative opportunities. This can be consid-
ered from different points of view.
This result may be related to some other causes, such as institutional features of
the context where the data were collected. For example, Dana (1995) found that
response to opportunity is culture-based, because the cultural perception of oppor-
tunity plays a major role in opportunity identification (p. 67).
8 Discussion
In a male-dominated society, Iranian women can run their own businesses and
pursue their careers. However, due to strong family control, less accessibility to
resources (in comparison to men) and high internal family responsibility, the level
of risk of entrepreneurial action is lower than for men in Iran (Estiri et al. 2017;
Javidan and Dastmalchian 2003). Therefore, the level of power perception tends to
be low among woman entrepreneurs in the country, in comparison to male entre-
preneurs. People with less power perception tend to be less risk-seeking because
they perceive their chances of success as being lower (Anderson and Galinsky
2006). This puts Iranian women at a disadvantage regarding entrepreneurial
endeavors.
It is encouraging to study power and loss aversion literature in order to justify
this result. For example, Inesi (2010) indicated that individuals in a position of
power are less loss-averse than others in a negative frame, because they are less
concerned about avoiding losses. In another study, Polman (2012) confirmed Inesi’s
result and contended that when people are in a position to decide for others, they
show less loss aversion than people who choose for themselves. However, these
researches did not go further by combining their results with risk-seeking behavior
or gender differences. If their results were combined with the loss aversion bias
featured in RF (the tendency for people to value risk in a more negative than
positive way), it could emerge that people in a stronger position of power tend to
have less risky dispositions in framing. However, this analogy is in contradiction
with the male entrepreneurs’ risk disposition that emerged in the present study,
unless task domain dependency is considered as the missing link in the relationship
between framing and power.
8.1 Implications for Future Research
An important direction for the future research pertains to the tremendous impact of
the situation in entrepreneurial ecosystem. We are living in the world biases and
these biases impact our perception, alertness and subsequent decisions. Entrepre-
neurs are among those social classes that are more deal (if not more than all) with
risk and uncertainty than others. In fact, because of this they become expert in
taking judgmental decision about the coordination of scares resources (Casson
1982, p. 23). This study shows that negative and positive situation can causes
significant biases in entrepreneurs’ decision making. As it further point out, this

situation influences are also generalizable to environmental condition in the real
world such as the influence of intellectual property rights, subjective political
orientations over special industry, high interest rates, high rate of market failures,
etc. We little know how this important situational factors impact our action-related
emotion and then intention. For example, if the degree of innovation influences the
way opportunity confidence impact intention (Emami and Dimov 2017), we do not
know for example, how an innovation that has developed in the mind of entrepre-
neurs in a specific situation, influence intention. In addition, how the atmosphere of
the context [e.g., that increase/increase doubt, fear, and risk aversion (Van Gelderen
et al. 2015)] impact the eagerness of individuals for gaining the practical knowledge
in value proposition design phase. As such, each atmosphere might have different
impact on value proposition design (McMullen 2015) and entrepreneurial intention
(Iakovleva et al. 2011).
The study of all of these complex situational relationships are undoubtedly
paramount and can contribute significantly to our current knowledge concerning
opportunity evaluation (Emami 2017).
8.2 Highlights
Risk evaluation is a paramount stage of venture creation. Consistent with the third-
person and first-person opportunity insights, individuals also need to deal with a
third person and first-person risks. While the former pertains to an outward char-
acteristic of risk-taking when an entrepreneur has an initial encounter with a risky
or uncertain situation, the latter pertains to a more in-depth understanding of the
risky or uncertain situation. In fact, this is the main difference between adventures
vs. calculated risks in a business. At the first contact with a risky situation, the
entrepreneur gains an initial impression about the framing of the situation (the
impression is similar to a third person observer who is witnessing the entrepreneur),
say a 60% perceived risk. However, entrepreneurship is about acting in the face of
risky or uncertain entrepreneurial situations (Dimov 2007; Foss and Klein 2012).
This acting (e.g. the process of business model design) provides many useful
insights for the entrepreneur to have a more realistic understanding concerning
the risk and uncertainty of the situation—still the third person observer has almost
similar perceived risk as he or she had in the first place. The more entrepreneur
passes through this discovery road, the more she shifts from the third person risk to
the first person risk. In addition, she does not necessarily become more willing to
establish the business, but maybe after this diagnostic stage she would perceive
more risk (say 90%) or less (say 40%)—depending on her learnings and the
complexity of the framing of the situation. In the first condition (the higher
perceived risk), she most probably gives up this opportunity and in the second
condition (the lower perceived risk) she is more likely to become more eager to
pursue this opportunity. Whatever the size of the risk in the first person situation is,
that has sizable effects on her decision to exploit or give up the opportunity.
9 Conclusion
Considering risk aversion and risk taking as the proxy for the behavioral inclination
of individuals toward action, findings demonstrate that a person’s judgment of
entrepreneurial opportunity is affected by the framing of the opportunity. Further-
more, this can sketch a significant difference between individuals (entrepreneurs vs.
non-entrepreneurs and males vs. females). This study showed that male entrepre-
neurs have more propensity toward new value propositions than their female
counterparts when those value propositions are framed negatively because they
tend to choose riskier opportunities. In addition, the comparative analysis has
shown that, in the negative domains, there is a perfect discrepancy between the
female entrepreneurs and the female non-entrepreneurs, whereas in the positive
domain, the discrepancy is the highest between the male entrepreneurs and the male
non-entrepreneurs. In addition, in the positive domain, the female entrepreneurs
and male non-entrepreneurs did not show any significant difference in any of the
risky conditions. On the whole, the differences between all the groups (in all five
opportunities) in the negative situation are greater than in the positive one. This
result reiterates the tremendous effect of negative structures on our cognitive
frames. The study of entrepreneurial risk, without considering the task domain or
the structure of a decision problem, has also been dealt with, and it has emerged that
this kind of study may not make a realistic contribution to entrepreneurship.
Moreover, apart from structural issues regarding the opportunity itself, it is still
necessary to mull over the effect of institutional arrangements and contextual issues
on the risky behavior of entrepreneurs in order to have a better risk measurement
model for the study of gender and entrepreneurship.
[This book chapter is adapted from Emami, A. (2017). Gender risk preference in
entrepreneurial opportunity: evidence from Iran. International Journal of Entrepre-
neurship and Small Business, 30(2), 147–169. https://doi.org/10.1504/IJESB.2017.
10002035 and Emami, A. (2017). Constituents of new value creation in the course
of entrepreneurial opportunity development, PhD thesis, Politecnico di Torino.
http://porto.polito.it/id/eprint/2667484].
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Amir Emami is a lecturer in faculty of manaement, Kharazmi

University. He holds Ph.D. in entrepreneurship from Politecnico
di Torino. His research efforts focus on entrepreneurial opportu-
nities, judgement and decision-making, international entrepre-
neurship, media entrepreneurship, innovation and design
thinking. His work has appeared in International Journal of
Entrepreneurship and Small Business, Eurasian Business Review
and Advances in Production Engineering and Management. He
has also received Best Paper awards with his co-author (Prof.
Dimo Dimov) from International Conference of Innovation and
Technology in 2016.
Nader Naderi is an assistant professor in the Department

of Entrepreneurship Management at Razi University
(Kermanshah). He earned his Ph.D. in management from
FU (Germany). Dr. Naderi was the founder of entrepreneur-
ship department in Razi University. His research efforts
focus on entrepreneurial characteristics, knowledge sharing,
entrepreneurial intention, innovation management and com-
mercialization of technology. His work has appeared in
Austria-Wulfenia, International Business Management,
International Journal of Agricultural Management and
Development and Management Science Letters.
Impact of Organizational Innovation,
Learning Orientation
and Entrepreneurship on SME
Performance: The Moderating Role
of Market Turbulence and ICT
Pejman Ebrahimi, Bijan Shafiee, Abbas Gholampour, and Laleh Yousefi
Abstract The purpose of this study was to determine the effect of organizational
innovation (OI), learning orientation (LO) and entrepreneurship on small and
medium-sized enterprise (SME) performance considering the moderating role of
market turbulence and ICT. The statistical population was all active SMEs in Rasht
industrial park (193 companies). SPSS Sample Power software was used to calcu-
late the optimum sample size and the lowest optimum sample size was 85. Simple
random sampling was carried out using SPSS 22. Field data was collected by
questionnaire. A five-point Likert scale was used for the responses to the question-
naire. The reliability and validity was confirmed. Before testing the hypotheses,
outlier data and FIMIX were analyzed to ensure the homogeneity of community-
level variance. To assess the measurement and structural models and test the
hypothesis, PLS-SEM in SmartPLS3 was used. The results show that both OI and
LO have a positive effect on entrepreneurship, but have no effect on SME perfor-
mance considering the mediating role of entrepreneurship. The findings illustrate
that an increase in market turbulence decreased the impact of innovation, LO and
entrepreneurship on SME performance. On the other hand, an increase in ICT was
found to increase the effect of innovation, LO and entrepreneurship on SME
performance.
This paper is a revised version of a selected paper from international conference of research in
innovation and technology that was held by AmirKabir University of Technology in Tehran. Five
top selected papers of that conference have been selected by the board of reviewers to be published
in this book.
P. Ebrahimi (*) · B. Shafiee · A. Gholampour · L. Yousefi

Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran
e-mail: pejman.ebrahimi77@phd.iaurasht.ac.ir

448 P. Ebrahimi et al.
1 Introduction
Recent research on the essential role of small and medium-sized enterprises (SMEs)
in industry and their impact on the overall function of the economy has shown
measurable growth (Rodriguez-Gutierrez et al. 2015). Nowadays, SME is consid-
ered as a major factor in the growth of industrial structure of many countries,
especially developing countries. Competitiveness is also a key issue, which is
considered as a tool for achieving desirable economic growth and sustainable
development (Sami Sultan 2014). In the current economic situation of the world
in which one of the concerns of developing countries such as Iran is joining the
World Trade Organization, competitiveness is the ability to achieve a suitable
position and stability in world markets without the turbulences. Nowadays, with
the expansion of markets and the importance of competitiveness in international
trade, countries need to have an accurate understanding of their relative position in
comparison with other countries, through which they can adopt their economic and,
in particular, industrial policies according to their relative position and based on
new approaches of the global economy. Understanding this will help them promote
their abilities to improve their performance. The rapid development of the global
economy and the industrial sector of countries increase the need to identify the new
situations of countries in international competitiveness (Guzman et al. 2012).
Government policy in Iran is concentrated on SMEs because these units promote
innovation, flexibility and entrepreneurship (Talebi and Tajeddin 2011; Jalali et al.
2014; Salamzadeh and Kawamorita Kesim 2017). This subject is the motive for the
current experimental case study in the Rasht industrial park. Currently, the problem
of SME in Iran is the shortage of production, not the non-competitive production.
When the market is saved from recession and enterprises achieve to normal stage in
terms of production, policies can be considered for them leading to their increased
competitiveness. Evidence also shows that one of the major reasons for the failure
of Iranian manufacturing and service companies in international markets is their
lack of competitiveness in global target markets (Valaei 2017). Some previous
studies have shown that countries that pursue competitive policies at SME level
seriously gain higher competitiveness compared to competitors (Cerrato and
Depperu 2011; Ille and Chailan 2011; Khajeheian 2014; Parnell et al. 2015).
Previous studies have also shown increased economic stability in uncertainty and
turbulence conditions under light of competitiveness (El-Gohary et al. 2013; Todd
et al. 2014).
Studies have investigated innovation by SMEs (Xie et al. 2010; Mazzarol et al.
2014; Antonioli and Della Torre 2015; Roach et al. 2016; Pacheco et al. 2017).
Some emphasized the significance of innovation and competitive structure of SMEs
(Emami and Dimov 2016; Salavou et al. 2004). In the international business
Impact of Organizational Innovation, Learning Orientation and. . . 449
environment, entrepreneurship can be effective for the growth of stable business

and economic growth (O’Connor 2013). Much research has been carried out on the
influence of entrepreneurship on SME performance (Avlonitis and Salavou 2007;
Keh et al. 2007; Hashi and Krasniqi 2011; Ndubisi and Iftikhar 2012; Sulistyo and
Siyamtinah 2016). Companies that have a higher level of entrepreneurship are
always looking for new chances to create competitive advantages (Covin and
Miles 1999). The current study examines this effect on SMEs in an experimental
study framework. It investigates whether entrepreneurship has been influential on
SME performance and whether SMEs have achieved their functional purposes by
creating innovation and entrepreneurship. A competitive advantage for companies
can be enhanced through learning orientation (LO) (McGill and Slocum 1993).
Although the relationship between LO and innovation with SME performance has
been determined and research has shown that LO as an important factor in the
business function of SMEs (Aziz and Omar 2013), little experimental evidence
exists to support this relationship (Gomes and Wojahn 2016). Some experimental
findings have shown the positive influence of LO on creation of entrepreneurial
opportunities and SME growth (Wolff et al. 2015). The current study examined the
role of LO in SMEs and its impact on function.
This paper also studied the moderating role of information and communication
technologies (ICT) and market turbulence in SMEs. Research has shown that
SMEs play a key role in the acceptance of new technologies (Gudmundson et al.
2003). In fact, ICT can affect company functioning (Arendt 2008; Tan et al. 2009;
Bayo-Moriones et al. 2013; Azam 2015). An important aspect of ICT is that it
brings about great changes in consumer needs, daily increase in competition, quick
changes in service and SME product innovation (Madrid-Guijarro et al. 2009) and
in market conditions (Teece et al. 2007). Lack of experimental evidence to enhance
competitiveness can be felt in the role of ICT in small companies (Boothy et al.
2010; Parida et al. 2016). Another factor affecting the lack of SME support of
entrepreneurship is market turbulence. Despite research about the impact of market
turbulence on SMEs (Bakar et al. 2012), few have examined the effect of market
turbulence on managerial support of entrepreneurship in SMEs. Studies have
shown that market turbulence and technology-related turbulence influence SME
performance (Arora et al. 2016).
The current study presents a comprehensive assessment of the effects of inno-
vation, learning and entrepreneurship in the face of market turbulence and the effect
of ICT on SME performance. Structural equation modeling using the PLS-SEM
approach was used to determine the relationship between variables. The study
basically investigates the level of influence of OI, LO and entrepreneurship on
SME performance considering the moderating role of market turbulence and ICT.
1.1 The Position of SME in the World and Iran
More than ninety percent of the world’s economic enterprises are SMEs. SMEs
account for between 55 and 90% of the country’s gross domestic product (GDP)
around the world. Over 50% of the workforce in the world has been recruited by the
SME. In Europe, there are more than 16 million companies, which less than 1% of
them are large companies, and the rest are SMEs. In addition, two thirds of all
employees in this region belong to SME. SME is the backbone of the Asia-Pacific
region economy and in 90% of the companies, 32–48% of employment and
60–80% of the GDP of countries in this region belong to SEM. The performance
of the US economy in recent years is largely owed to the creation of SME, which
accounts for 43% of the employment index (Bala Subrahmanya 2014).
Iranian Ministry of Industry, Mining and Trade calculated the number of work-
shops in 2014 having less than 50 employees with an industrial operating licenses as
82.8 thousand, which comprised 91.5% of all units. Their share in the capital and
full-time employment of industrial units were 24.4% and 41.2%, respectively. By
contrast, workshops with 50 or more employees, despite their relatively low share
of operating licenses comprise 75.6% of capital and 58.8% of full-time employment
of industrial units. This is greater than for workshops with fewer 50 employees
(Ebrahimi and Mirbargkar 2017). Based on the newest definitions of the organiza-
tion of small industry and industrial towns in Iran, SMEs are industries with 5–50
employees and large industries those with more than 50 employees (ISIPO 2014).
2 Literature Review and Research Hypothesis

2.1 OI, Entrepreneurship and SME Performance
Innovation determines the level of success in companies and industries and their
longevity (Emami and Dimov 2016; Zahra and Covin 1994). Organizational inno-
vations are effective changes in business proceedings, location and external rela-
tions (Merono-Cerdan and Lopez-Nicolas 2013). Some studies have examined the
impact of OI on function (Augusto et al. 2014; Cozzarin et al. 2016). Rosenbusch
et al. (2011) found a positive effect for innovation on SME performance. Xie et al.
(2010) studied 188 SMEs in China and showed that innovation was key to sustain-
able competitive advantage in SMEs. Most studies highlighted service innovation,
administrative innovation and process innovation (Zahra 1996; Hurley and Hult
1998; Song and Xie 2000; Ndubisi and Iftikhar 2012). Service innovation consists
of introducing new products for current services and searching for new services.
Administrative innovation concentrates on new business management practices and
process innovation focuses on job techniques and operational systems to increase
efficiency and operation (Ndubisi and Iftikhar 2012). Positive innovation can
enhance SME business circumstances and improve business function (Emami and
Dimov 2016). The negative consequences of innovation for SMEs relate to man-
agement and operational issues, financial risks, loss of company image and recog-
nition in the eyes of consumers and employees and negative environmental effects
(Laforet 2011). Among the most important innovation performance barriers in
SMEs are loss of technical information, financial capital and efficiency, a lack of
technical experts, high risks, high expense of innovation, loss of adequate business
strategies, external innovation, marketing channels and an efficient management
system, weak awareness ratio and government limits (Xie et al. 2010).
There appears to be a close relationship between innovation and entrepreneurship
and studies have examined this relationship (Avlonitis and Salavou 2007; Crumpton
2012; Ndubisi and Iftikhar 2012; Galindo and Mendez-Picazo 2013; Lee et al. 2016).
Innovation plays a major role in economic growth and entrepreneurs enhance com-
pany activities and increase profits by introducing new technologies (Galindo and
Mendez-Picazo 2013). Innovation mainly involves entrepreneurship (Hebert and
Link 2006) and entrepreneurship can directly affect strategy and business functioning
(Hallak et al. 2011), especially in SMEs (Wu 2013; Wu and Huarng 2015).
There is no general consensus about the features of entrepreneurship (Lumpkin
and Dess 1996). Researchers tend to use risk-taking, innovativeness and
proactiveness to measure entrepreneurial behavior (Lumpkin and Dess 1996;
Lumpkin et al. 2009; Li et al. 2008; Casillas et al. 2010; Soininen et al. 2012;
Wales et al. 2013; Khajeheian 2017; Chavez et al. 2017). Risk-taking means
investment in unpredictable circumstances where there a possibility of failure
(Rauch et al. 2009). Innovation relates to creative, experimental and supportive
aspects of new ideas (Emami et al. 2011; Kyrgidou and Spyropoulou 2013).
Proactiveness is the ability to participate and benefit from opportunities. A com-
pany supervises market changes continuously and increases its ability to analyze
and identify future market processes (Dess and Lumpkin 2005). Capel (2014)
proved that innovation affects entrepreneurship in a study concentrating on indig-
enous knowledge.
Entrepreneurship and innovation can influence qualitative functioning of SMEs
(Khajeheian 2013; Khajeheian and Tadayoni 2016; Ndubisi and Agarwal 2014).
Schumpeter (1934) found that entrepreneurs continuously try to enhance economic
circumstances and innovative behavior (Bouncken et al. 2014). Despite the growing
importance of SMEs in all transition state economies, they encounter barriers to
entrepreneurship (Hashi and Krasniqi 2011). The most important organizational
barriers are formal barriers (e.g. high taxes, changes in financial policies, ambiguity
in financial policies and business principles), informal barriers (e.g. implementation
of business principles, government corruption, wasting time in offices), environ-
mental barriers (e.g. low purchasing power, loss of capital for investment, compe-
tition from illegal businesses, loss of adequate information) and skill barriers
(e.g. prevention of growth in new markets and management problems) (Aidis
2005). The results of the studies have produced the following hypotheses:
Hypothesis 1 OI affects entrepreneurship.

Hypothesis 2 OI affects SME performance.
Hypothesis 3 OI affects SME performance considering the mediating role of
entrepreneurship.
Hypothesis 4 Entrepreneurship affects SME performance.
2.2 LO, Entrepreneurship and SME Performance
LO directly increases production and information publication (Sinkula et al. 1997).

LO is reflective of a series values relating to knowledge that has a direct impact on
increasing learning (Nasution et al. 2011). LO is a process of information acquisition
and dissemination and shared interpretation which increases both individual and
organizational efficiency through a direct influence on results (Kaya and Patton
2011). Most LO studies have examined commitment to learning, shared vision,
open-mindedness and intra-organizational knowledge sharing (Hurley and Hult
1998; Calantone et al. 2002; Jyoti and Dev 2015). Despite the importance of learning
to microeconomics and macroeconomics, most studies about learning processes
analyze large companies (Franco and Haase 2009). It appears that entrepreneurship
is a crevice in studies of organizational learning (Rae and Carswell 2001).
Studies have determined the effect of LO on entrepreneurship. Kakapour et al.
(2016) in Iran studied 130 SMEs and presented a model that predicted that LO and
market orientation have positive effects on identifying opportunities and entrepre-
neurship of a company. Some studies have also determined the effect of LO on
SME performance (Keskin 2006; Aziz and Omar 2013; Hooi and Ngui 2014; Wolff
et al. 2015; Gomes and Wojahn 2016). Wolff et al. (2015) have shown that there is
no significant relationship between LO and SME growth, while there was a positive
relationship between entrepreneurship and SME growth. They have also shown that
entrepreneurship plays the role of complete mediation in the relationship between
LO and SME growth performance, while the role of partial mediation was rejected.
The disparity of research results about the impact of LO on function can be seen.
Goh (2001) found that there was no relationship between LO and financial opera-
tion, while other researches have reported an effect for LO on financial and
non-financial learning. This impact was found to be stronger for non-financial
operations (Yang et al. 2004; Goh et al. 2012; Hooi and Ngui 2014). The results
of the studies have produced the following hypotheses:
Hypothesis 5 LO affects entrepreneurship.
Hypothesis 6 LO affects SME performance.
Hypothesis 7 LO affects SME performance considering the mediating role of
entrepreneurship.
2.3 Moderating Role of Market Turbulence
Market turbulence is indicative of a degree of change in consumer preferences for

products and services (Jaworski and Kohli 1993; Arora et al. 2016). Market turbu-
lence indicates the amount of change in a market or technology. Because companies
should benefit from consumer preferences to create a competitive advantage, they
should have a clear understanding of their consumers by monitoring and analysis of
surrounding industries (Grant 2010). When a high degree of market turbulence is
encountered, companies require more innovative activities and correct performance
of innovative strategies (Hult et al. 2004). Some research has examined the impact of
market turbulence on SMEs (Bakar et al. 2012; Sainidis and Robson 2016). Bakar
et al. (2012) evaluated the impact of market turbulence on SMEs in biotechnology in
Malaysia. A sample of 103 companies was evaluated and the results showed that
under market turbulence, factors like a strategic relationship with other private
companies, enforcement of innovations and mergers can be effective. When market
turbulence is more than usual, such innovations can be effective (Tsai and Yang
2013). Entrepreneurship also can be effective for adapting companies to consumer
preferences (Devezer et al. 2014). On the other hand, environmental disturbance
may have a negative impact on company operation, especially for SMEs. Pratono
and Mahmood (2014) evaluated the moderating role of market turbulence on SME
performance. The results showed that an increase in environmental turbulence
increases SME performance. During severe environmental turbulence, companies
assign more resources and adopt new strategies (Li et al. 2008).
Research has evaluated the moderating role of market turbulence in the rela-
tionship between LO variables and function. Hanvanich et al. (2006) studied
200 managers and collected data by survey. They showed to what extent learning
and function are related to environmental turbulence. It appears that under low
environmental turbulence, LO and organizational memory relates to function and
innovation, while under high environmental turbulence, only LO is a useful pre-
dictor. Cambra-Fierro et al. (2012) in a longitudinal study evaluated the relationship
between market orientation and LO under market turbulence. Their results found
that dynamic companies are more prepared in times of turbulence. The results of the
studies have produced the following hypotheses:
Hypothesis 8 Market turbulence moderates the effect intensity of OI on SME
performance.
Hypothesis 9 Market turbulence moderates the effect intensity of entrepreneur-
ship on SME performance.
Hypothesis 10 Market turbulence moderates the effect intensity of LO on SME
performance.
2.4 Moderating Role of ICT
ICT provides opportunities for individuals, businesses and the community and ICT
function is equally important to economic and non-economic activities (Azam 2015).
ICT provides effective communications for consumers at low expense (Tan et al.
2009). Researchers have concentrated on acceptance and use of ICT on SMEs
(Salamzadeh et al. 2017). Research has shown the advantages of ICT acceptance
on OI (Higon 2011; Bayo-Moriones et al. 2013; Gerguri-Rashiti et al. 2015) and SME
performance (Shiels et al. 2003; Eze et al. 2014). Although some research has found a
negative or neutral effect of ICT on business function (Warner 1987; Venkatraman
and Zaheer 1990), others have confirmed the positive effect of ICT on business
function (Powell and Dent-Micallef 1997; Tippins and Sohi 2003). Wainwright et al.
(2005) showed that ICT merit and ability is an adequate way to evaluate the operation
of small companies. Consoli (2012) proved that performance, efficiency, competi-
tiveness, innovative function and impalpable advantages are effects of ICT on SME
performance. In general, ICT and innovation are strategic resources of a company
and ICT ability, innovation and entrepreneurial behavior can make a difference in
organizational function (Yunis et al. 2017). Higon (2011) proved that ICT can give a
competitive advantage through production innovation. Little research has been done
on the relationship between ICT and learning. Gijbels et al. (2012) studied the effect
of learning-related work between employees of the ICT section. A sample of men and
women aged 20–51 years was evaluated. Regression analysis showed that job desires
and control in employees of the ICT section are positive and have a considerable
moderating effect on learning-related jobs. The LO of employees has a strong effect
on learning related jobs. Figure 1 shows the proposed model. The results of the
studies have produced the following hypotheses:
Fig. 1 Conceptual model

Hypothesis 11 ICT moderates the effect intensity of OI on SME performance.

Hypothesis 12 ICT moderates the effect intensity of entrepreneurship on SME
performance.
Hypothesis 13 ICT moderates the effect intensity of LO on SME performance.
3 Methodology
The present study was applied research. Data collection was descriptive-survey
research. The method of collecting data was empirical. Because this research
evaluated the data within a specific period of time, it was a cross-sectional study.
3.1 Sample Size and Data Collection
The statistical population consisted of all active SMEs in Rasht industrial park.
Based on the data provided by the industrial park organization of Gilan province,
the population size was 193 samples. SPSS Sample Power 3 software was used to
calculate the optimum sample size. Multivariate regression having the highest
number of independent variables was selected to determine how many variables
can be analyzed simultaneously Entrepreneurship, with four variables, was the
largest. The maximum number of predictor variables in the entrepreneurship
multiple regression model was 3. At a confidence level of 0.95, test power of
90% and R2 of 0.15, the minimum optimal sample size was 85 and was the number
used in the calculations. Simple random sampling was done with SPSS 22. Ques-
tionnaires were distributed to managers of active companies in Rasht industrial
park. The theoretical foundations were obtained using library procedure and to the
field method was used to collect data with questionnaires.
3.2 Variables Measurement, Reliability and Validity
The questionnaire contained general information such as demographics and

41 closed questions scored with a five-point Likert scale (1: very high, 2: high, 3:
no idea, 4: low, 5: very low) to assess the variables of the research model. The OI
variables comprised 15 items used in previous research (Hurley and Hult 1998;
Ndubisi and Iftikhar 2012; Song and Xie 2000; Zahra 1996). It assessed service
innovation, administrative innovation and process innovation (five items apiece).
Entrepreneurship variables comprised 13 items used in previous research, (Nasution
and Mavondo 2008; Nasution et al. 2011; Ndubisi and Iftikhar 2012). It assessed
risk-taking and proactiveness (five items apiece) and autonomy (three items apiece).
SME performance variables comprised three items used in previous research

(Morgan et al. 2009; Sok et al. 2013). LO variables comprised four items used in
previous research (Denison 2000; Hult and Ferrell 1997; Sinkula et al. 1997; Jyoti
and Dev 2015). To evaluate the moderating role of market turbulence, three items
were included (Jaworski and Kohli 1993; Wang et al. 2015). Three items were
included on the moderating role of ICT (Crema et al. 2014).
The items were gathered after consulting with experts in the field. The validity of
the items were affirmed in terms of content and expert opinion and the value of the
ICC coefficient was confirmed for consistency and absolute agreement. To ascer-
tain the sufficiency of the questionnaire, the indicators were evaluated using
Kaiser’s rule (Kaiser 1960) and scree plots. The results showed the number of
factors was desirable (Appendix 1). The measurement models were assessed using
SmartPLS version 3 (Hair et al. 2016). The convergent validity for measurement of
the models was based on average variance extracted (AVE) and at the item level
assessed outer loadings (Henseler et al. 2015).
The discriminant validity on the factor and indicator levels was meticulously
assessed. To evaluate the convergent validity according to the reflective measure-
ment model, AVE was evaluated and values greater than 0.5 (Hulland 1999) were
indicative of convergent validity of the measurement models (Table 1). The
reflectiveness of the measurement models was confirmed by confirmatory tetrad
analysis (CTA) ( p > 0.05). The convergent validity on the item level (outer
loadings) was higher than 0.4 (Hair et al. 2006), suggesting convergent validity at
this level (Table 1). According to Stevens’ table (Stevens 2002), the outer loadings
of this research were confirmed as well. The Fornell and Larcker criterion was used
to assess discriminant validity at the factor level (Fornell and Larcker 1981). The
square root of the AVE hidden variables in the main diagonal of the matrix was
greater than the convergence with those underneath and to the left of the main
diagonal (Table 2). This indicates appropriate fitting of the measurement models in
terms of discriminant validity at the factor level. To assess the discriminant validity
on the indicator level, two methods were used. The cross-loadings were first
assessed. The values from the software output determine the discriminant validity
at the indicator level. The HTMT indicator was also assessed to determine the
discriminant validity at the indicator level. Values of <0.9 were determined as
evidence for this indicator (Henseler et al. 2015). This ratio was determined to be
<0.09 for the current research and the convergent factors of similar characteristics
were higher than the convergent factors for different characteristics (Table 3).
Convergent validity at the indicator level was confirmed. The validity of the
questionnaire was assessed by CR and Cronbach’s alpha (Table 1). Research has
shown that 0.8 is the cut point for CR and 0.7 is the cut point for Cronbach’s alpha
(Hulland 1999). Because these values for all variables were higher than 0.7, the
research tools were determined to be of adequate stability (Cronbach’s alpha was
also confirmed). All 85 distributed questionnaires were completed and analysis was
based on them. For the evaluation segment of the measurement models, VIF and
tolerance between independent variables were used to assess multicolinearity
(Table 1).
Table 1 Convergent validity, reliability, linearity indicators

Outer Model
Variables, dimensions and indicators loadings type
OI (AVE ¼ 0.54, Alpha ¼ 0.75, CR ¼ 0.80, VIF ¼ 1.83, Reflective
Tolerance ¼ 0.55)
Service innovation (AVE ¼ 0.56, Alpha ¼ 71, CR ¼ 0.81) 0.78 Reflective
Introducing new services to market 0.79
Reform of present services 0.77
Searching to find new services 0.66
Introducing new services compared to competitors 0.86
Changes in industries according to our new services 0.65
Administrative innovation (AVE ¼ 0.50, Alpha ¼ 0.72, CR ¼ 0.79) 0.72 Reflective
Introducing new procedures in business 0.78
Investment in updating administrative procedures 0.68
New procedures aligned with enhancement of administrative 0.69
systems
Give authority to employees in order to nurture creativity 0.63
Observation and assessment of testing administrative procedures 0.74
by competitors
Process Innovation (AVE ¼ 0.55, Alpha ¼ 0.75, CR ¼ 0.80) 0.71 Reflective
Testing operational systems based on international standards 0.69
Updating job techniques aligned with efficiency increase 0.78
Increase technology service quality 0.66
High investment in operational systems development 0.80
Innovative instruction of human resources aligned with emerging 0.79
industry
Entrepreneurship (AVE ¼ 0.52, Alpha ¼ 0.81, CR ¼ 0.85, Reflective
VIF ¼ 1.58, Tolerance ¼ 0.63)
Risk-taking (AVE ¼ 0.53, Alpha ¼ 0.78, CR ¼ 0.83) 0.74 Reflective
Considering uncertainty as a challenge 0.65
Encouraging employees to be active in new areas (with risk) 0.61
Acceptance of failure risk of new plan by management 0.84
More emphasis on opportunities with higher chances of success 0.83
Considering failure as a learning experience 0.68
Proactiveness (AVE ¼ 0.52, Alpha ¼ 0.76 , CR ¼ 0.81) 0.71 Reflective
Searching for new opportunities related to daily needs 0.69
Pioneering new services 0.72
Precise look at adventitious business 0.61
Searching for enhancement of business performance 0.89
Overtaking competitors to respond to market challenges 0.67
Autonomy (AVE ¼ 0.53, Alpha ¼ 0.73, CR ¼ 0.77) 0.71 Reflective
Encouraging employees to take responsibility 0.76
Minimal surveillance of employee work 0.73
Encouraging employees to prioritize jobs 0.69
(continued)
Table 1 (continued)
Outer Model
Variables, dimensions and indicators loadings type
LO (AVE ¼ 0.59, Alpha ¼ 0.75, CR ¼ 0.84, VIF ¼ 1.21, Reflective
Tolerance ¼ 0.82)
Ability to participate in learning, the key to competitive advantage 0.81
Instructing employees is investment, not expense 0.86
Learning is a key to improvement 0.55
Management emphasis on sharing knowledge 0.81
SME performance (AVE ¼ 0.58, Alpha ¼ 0.73, CR ¼ 0.80) Reflective
Adequate profitability level of company 0.83
Desirability of investment return 0.86
Desirability of realization of financial purpose of company 0.56
Market turbulence (AVE ¼ 0.56, Alpha ¼ 0.70, CR ¼ 0.79) Reflective
Unpredictable change in taste and preferences of consumers 0.81
Continuously compete in product market 0.80
Fast change of technology in industry 0.61
ICT (AVE ¼ 0.62, Alpha ¼ 0.81, CR ¼ 0.88) Reflective
Facilitating cooperation through Internet systems 0.80
Facilitating finding business partners through Internet systems 0.82
Desirability of virtual techniques to cooperate in production of new 0.75
products
CR composite reliability, AVE average variance extracted, Alpha Cronbach’s alpha, VIF variance
inflation factor
Table 2 Assessment of discriminant validity at factor level (Fornell & Larcker criterion)
SME Market
Factors ICT performance turbulence OI Entrepreneurship LO
ICT 0.787
SME 0.598 0.762
performance
Market 0.498 0.487 0.748
turbulence
OI 0.481 0.462 0.464 0.735
Entrepreneurship 0.437 0.357 0.427 0.631 0.762
LO 0.350 0.326 0.432 0.515 0.664 0.768
Table 3 Assessment of discriminant validity (HTMT criterion)

SME Market
Factors ICT performance turbulence OI Entrepreneurship LO
ICT –
SME 0.774 –
performance
Market 0.698 0.723 –
turbulence
OI 0.625 0.711 0.689 –
Entrepreneurship 0.547 0.589 0.641 0.830 –
LO 0.486 0.512 0.709 0.681 0.806 –
Note 1: The indicators level requires a 40*40 table containing only factors mentioned in the table
Note 2: The table is 5*5 and calculates the whole HTMT criterion based on division of the ninth
root of the middle square on the sixth root of the upper and lower triangles (which is less than 1)
and determines discriminant validity
Values for the VIF indicator in Table 1 of <2.5 were adequate for this indicator
(Hair et al. 2016). There was no accumulation of variance in Table 1. The cut point
of the tolerance indicator was 0.4 and there was no multicolinearity detected
between the independent variables. This means that at the data analysis level and
for hypothesis testing the regression factors and R2 are reliable.
4 Data Analysis and Findings
Table 4 lists the demographics of the respondents. This table indicates that a large
majority of respondents had bachelor degrees (49.4%). The population pyramid
(Appendix 2) indicated that about 43.5% of respondents were male and had at least
16 years of management experience. This means that they were familiar with the
policies, implication and practical procedures of the SMEs. Descriptive analysis of
the convergence between research variables (Spearman convergent) is presented in
Table 5. This matrix can be used to assess multicolinearity between variables.
Because one hypothesis of causal relations was used, there was a lack of
multicolinearity between variables. Convergence between variables was deter-
mined before causal analysis to assess the lack of linearity. It showed that all
convergence values were <0.8, so the presence of multicolinearity between vari-
ables was rejected (Tabachnick and Fidell 1996). While convergence of indepen-
dent variables should be random to confirm the calculation of variance inflation and
tolerance factors. The average OI components, entrepreneurship, LO, SME perfor-
mance, market turbulence and ICT was above average ( p < 0.05; average ¼> 3.0).
Appendix 3 shows the convergence of research variables in a scatter plot overlay.
In the second step, structural equation modeling was used based on the partial
least squares in SmartPLS 3 to evaluate structural model and test the hypotheses.
Table 4 Demographics of respondents

Features Levels Frequency Percentage Mean SD
Sex Male 66 77.6 1.22 0.62
Female 19 22.4
Education No high school diploma 1 1.2 4.09 0.78
High school diploma 5 5.9
Associate degree 8 9.4
Bachelor’s degree 42 49.4
Masters or PhD 29 34.1
Management history 1–5 years 5 5.9 3.12 0.73
6–10 years 17 20.0
11–15 years 26 30.6
16 years or more 37 43.5
This software was used because the focus was on predicting the relationship
between independent variables and the dependent variable and because the model
was created by studying previous research (researcher and exploration orientation).
The low data size and non-parametric nature of the study and the use of
bootstrapping instead of normalization are the most important reasons for the use
of the PLS-SEM. To achieve better and more precise results before hypothesis
testing, outlier data was assessed and the data was eliminated from analysis (Fig. 2).
FIMIX was used to evaluate the hypothesis of statistical population homogeneity,
the normed entropy statistic showed that EN ¼ 0.85. The least acceptable amount
for this indicator is 0.7 (Ramaswami et al. 1993); thus, the hypothesis of population
homogeneity was confirmed and the results of hypothesis testing was confirmed
with greater certainty. The accuracy of the scatter plot in Fig. 2 is demonstrated as a
rectangular pattern of homoscedasticity.
The software output was calculated after testing the conceptual model for possi-
ble factors and for t-statistics (Appendix 4). Criteria relating to the structural
equation modeling were evaluated. R2 shows what percentage of variance of the
dependent variable is caused by the independent variable. R2 adjusted relates to the
percentage of the statistical population (Table 6). The Cohen size effect ( f2) values
of 0.02, 0.15 and 0.35 denote small, average and big effects, respectively (Cohen
1988). This indicator is used to assess the model (Table 7). The learning-
entrepreneurship effect was large at 0.776 and the entrepreneurship effect and LO
on SME performance were smallest at 0.004. The Stone-Geisser index was used (Q2)
to predict the power of the model and consists of the construct of cross-validated
redundancy (CC-Red) and cross-validated communality (CC-Com). A value that
approaches 1 denotes the most favorable response (Stone 1974; Geisser 1974). The
Stone- Geisser values (0–1) and the relevance of the predictive model for the
reflective dependent variables are presented in Table 6.
The SRMR indicator is used to evaluate the structural inner model and mea-
surement outer models as a whole and a value of <0.08 is considered favorable
(Hair et al. 2016). The value for SRMR in output was 0.076, which is indicative of
Table 5 Spearman correlation matrix of original variables under study
Variable Mean SD OI Entrepreneurship LO SME performance Market turbulence ICT
OI 3.08 0.382 1
Entrepreneurship 3.71 0.426 0.554** 1
LO 3.28 0.722 0.356* 0.558** 1
SME performance 3.80 0.573 0.339** 0.308** 0.238* 1
Market turbulence 3.88 0.509 0.218* 0.337** 0.410* 0.353** 1
ICT 3.08 0.447 0.257* 0.273* 0.288* 0.501** 0.392** 1
* **
Note: p < 0.05; p < 0.01; two-tailed test
Impact of Organizational Innovation, Learning Orientation and. . .
461
Fig. 2 Scatter plot of outlier data and homoscedasticity
Table 6 Assessment of structural model indicators

Variable R2 R2 adjusted CC-Red CC-Com
OI
Entrepreneurship 66.1% 65.2% 0.387 0.401
LO
SME performance 56.5% 50% 0.352 0.409
Market turbulence
ICT
Table 7 Cohen indicator effect size ( f2)

SME Market
Variable OI Entrepreneurship LO performance turbulence ICT
OI 0.225 0.057
Entrepreneurship 0.004
LO 0.776 0.004
SME
performance
Market 0.025
turbulence
ICT 0.060
Table 8 Results of research hypotheses

t- p-
Hypotheses β SD statistics value Decision Mediation Moderation
H1 0.322 0.096 3.341** 0.000 Supported
H2 0.241 0.154 1.560 0.151 Not
supported
H3 0.024 0.017 1.413 0.682 Not No
supported
H4 0.073 0.173 0.423 0.703 Not
supported
H5 0.598 0.093 6.418** 0.000 Supported
H6 0.076 0.165 0.461 0.672 Not
supported
H7 0.043 0.116 0.373 0.709 Not No
supported
H8 0.305 0.082 3.738* 0.030 Supported Yes
H9 0.319 0.090 3.529** 0.004 Supported Yes
H10 0.323 0.086 3.755* 0.012 Supported Yes
H11 0.262 0.115 2.283* 0.028 Supported Yes
H12 0.340 0.097 3.522** 0.006 Supported Yes
H13 0.355 0.096 3.708 0.019 Supported Yes
Note: *p < 0.05; **p < 0.01; two-tailed test, for the indirect of H3, H7 mentioned in this table
coordination of the experimental model with the theoretical model. Table 6 shows
that 66.1% of the variance in SME performance can be explained by entrepreneur-
ship variables, OI, LO, market turbulence and ICT and 56.5% is from variance of
entrepreneurship, OI and LO variables.
The path coefficients, t-statistics and level of significance ( p-value) were used to
test the hypotheses. The direct effects of hypotheses 1 and 5 were assessed. Table 8
shows that the results of H1 (β ¼ 0.322, t ¼ 3.341, p ¼ 0.000) and H5 (β ¼ 0.598,
t ¼ 6.418, p ¼ 0.000) showed that at a confidence level of 95%, the confidence
interval was significant at 0.00 and these two proportions were confirmed by the
t proportions. For hypotheses 2 (β ¼ 0.241, t ¼ 1.560, p ¼ 0.151), H4 (β ¼ 0.073,
t ¼ 0.423, p ¼ 0.703) and H6 (β ¼ 0.076, t ¼ 0.461, p ¼ 0.672), the results showed
lack of support for the hypotheses. At a confidence level of 95%, the p-value shows
a lack of significance at 0.00. This lack of significance in confidence intervals can
also be observed. For hypothesis 4 ( p ¼ 0.703), which was rejected, the confidence
interval was 0.446 and 0.288 which is not significant.
For hypotheses 3 and 7, the mediating effect of the entrepreneurship variable
was assessed. For hypothesis 3, the direct effect of OI on entrepreneurship was
significant, but the direct effect of entrepreneurship on SME performance was not
significant. The indirect effect of OI on SME performance (β ¼ 0.024, t ¼ 1.413,
p ¼ 0.682) was not significant. The direct effect of OI on SME performance
(β ¼ 0.241, t ¼ 1.560, p ¼ 0.151) is not significant. So this hypothesis is not
Fig. 3 IPMA matrix histogram of research variables setting SME performance as purpose
Fig. 4 IPMA matrix histogram of research questions setting SMEs performance as purpose
supported and should be rejected. For hypothesis 7, the indirect effect of LO on

SME performance (β ¼ 0.043, t ¼ 0.373, p ¼ 0.709) was not significant; thus, this
hypothesis is not supported and should be rejected as well.
Hypotheses 8 and 11 evaluate the moderating role of market turbulence and ICT.
The product indicator approach in SmartPLS3 was used to assess these effects. If
this effect or proportion is significantly different from zero, it will confirm the
moderating effect. The results for hypothesis 8 (β ¼ 0.305, SD ¼ 0.082, t ¼ 3.738,
p ¼ 0.030) for the interactive effect was significant for the moderating role of OI on
SME performance. The negative value for β indicates that an increase in market
turbulence decreased the effect intensity of innovation on SME performance. The
results for hypothesis 11 (β ¼ 0.262, SD ¼ 0.115, t ¼ 2.283, p ¼ 0.028) for the
interactive effect was significant, indicating that ICT was a moderator of the effect
of OI on SME performance. The positive value for β indicates that an increase in
ICT with increased the effect intensity of OI on SME performance. Hypotheses
9, 10, 12 and 13 were assessed and Table 8 shows the rejection of these hypotheses.
The IPMA matrix is shown in Fig. 3 and indicates that ICT had the highest
importance, but the lowest performance. This analysis was done with a concentra-
tion on research questions (Fig. 4). Questions relating to ICT about simplification
indicators of cooperation through the Internet and in finding business partners
through the Internet were more favorable and of great importance.
A research model was developed to assess the effect of the research variables. The
results of hypotheses H1 and H5 showed that innovation and LO affect entrepreneur-
ship. The effect of innovation on entrepreneurship has been confirmed by previous
studies and this hypothesis aligns with previous research (Avlonitis and Salavou
2007; Crumpton 2012; Ndubisi and Iftikhar 2012; Galindo and Mendez-Picazo 2013;
Capel 2014; Lee et al. 2016). Innovation is a key to entrepreneurial ideas and is
necessary to the business world (Kim and Huarng 2011). Innovation and entrepre-
neurship together produce efficiency (Emami et al. 2011; Laforet 2008).
The effect of LO on entrepreneurship was shown by Kakapour et al. (2016) to
align with hypothesis H5. Sinkula et al. (1997) found LO can increase information
about the market and effect entrepreneurship of SMEs. The results of the current
research highlight the considerable importance of learning and innovation in SME
entrepreneurship. SME managers should seriously undertake innovation in service,
executive innovation and innovation processes to benefit from its advantages. LO
for structures such as employee instruction, knowledge sharing and consideration of
learning as a competitive advantage is of significance aligned with entrepreneur-
ship. The results of this research indicate a lack of and effect of OI and LO on SME
performance in the statistical population in line with H2 and H6.
The reason for the lack of an effect for innovation on SMEs included factors
such as operational issues and financial risks as mentioned by Laforet (2011) and
considering innovation barriers such as loss of technical information and financial
capital as mentioned by Xie et al. (2010). The current study showed that SME
managers considered inefficient structures and state policies to decrease efficiency
in innovation and LO. The important point about structural interviews was the
amount of financial effect and high turbulence in the Iranian economic market and
lack of continuous support for SMEs under crisis conditions. This is one of the most
important barriers to innovation and learning on SMEs in the region observed. Lack
of the effect of LO on performance and growth of SMEs by Wolff et al. (2015)
aligned with the H6 hypothesis.
The results of study also showed s lack of significant influence of entrepreneurship
on active SME performance (β ¼ 0.073, t ¼ 0.423, p ¼ 0.703) in Rasht industrial park.
Some reasons for this lack of influence relate to the findings of Aidis (2005) said legal,
informal, environmental and skill barriers are the most important. The lack of effect of
entrepreneurship on the mediating role of SME performance in H3 and H7 was also
not confirmed. The results of this study showed that market turbulence and ICT were
moderators of the effects intensity of OI, LO and entrepreneurship on SME perfor-
mance. An increase in market turbulence will decrease this effect on SME perfor-
mance. The results of this study align with research about market turbulence by
Pratono and Mahmood (2014). An increase in ICT will increase this effect on SME
performance, which aligns with previous research on the effect of ICT on business
performance (Powell and Dent-Micallef 1997; Tippins and Sohi 2003).
5.1 Managerial Implications
The managerial implications of this study are the importance of the effects of OI,
LO and entrepreneurship on performance and growth of SMEs. SME managers do
not consider these factors as much effecting SME performance in the presence of
market and economic turbulence. Lack of necessary technical and scientific effi-
ciency suitable for the current turbulent environment is a weakness of some SMEs.
Lack of strategic and structural plans to confront environmental turbulence consid-
ering daily technologies, lack of attention to new ideas and common cooperation,
lack of continuous scientific assessment of the market and state barriers to entre-
preneurial ideas are the most important reasons for the lack of efficiency. SME
managers should step forward to solve these problems. Serious attention should be
devoted to state regulations and the general policy of the country for logical and
continuous support of private investors so that SMEs can flourish. It seems that
SMEs need serious attention by government officials to encourage investors and
provide suitable conditions for investment and reconstruction. Barriers to innova-
tion and entrepreneurship should be removed.
5.2 Limitations and Suggestions
The results of this study suggest some limitations should be considered. This study
concentrated on active SMEs in Rasht industrial park in Gilan province in Iran, so
the results may differ from other areas because it is a distinct and rather small
sample of SMEs. Another limitation is the data collection over a period of time,
which indicates that research findings may not be extendable. It is recommended
that future research undertake a longitudinal study instead of a cross-sectional
approach because longitudinal research can better determine the dynamic and
interactive nature of many of these variables and describe their causal relationship.
Despite of presenting rich literature about entrepreneurship, innovation, LO and
SME performance, the data can be assessed with new models and by the addition of
influential variables, which is recommended to future researchers of this subject.
Appendix 1. Scree Plot

Scree Plot
6
4
Eigenvalue
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
Component Number
Appendix 2. Age-Sex Pyramid of Respondents (Value

4 in Work.Experience ¼ 16 Years or More)
Gender
Man Woman
5.00 5.00
4.00 4.00
Work.experience
Work.experience
3.00 3.00
2.00 2.00
1.00 1.00
.00 .00
30 20 10 0 10 20 30
Frequency
Appendix 3. Scatter Plot for Evaluating Correlation Between

Research Variables Which Shows Good Correlation in Some
Variables (Independent Versus Dependent Variables)
Entrepreneurship OI
5.00
Entrepreneurship LO
SMEs.Performance OI
SMEs.Performance LO
4.50
SMEs.Performance MT
SMEs.Performance ICT
SMEs.Performance
4.00 Entrepreneurship
3.50
3.00
2.50
2.00
2.00 2.50 3.00 3.50 4.00 4.50 5.00

Appendix 4. Output of SmartPLS 3 for Model of Path Coefficient and t-statistics of Model
470
[+] [+] [+] [+]

[+] [+]
0.736 0.711 0.608
0.799
RIS PRO AUT

SVI MT ICT
0.784
[+] [+]
0.600 0.722 0.738 0.326
0.712 0.710 0.335
ADI OI
0.721 0.241
0.322
[+]
0.797 [+] [+]
0.661 0.073 0.565
PRI
SMEs Performance
Entrepreneurship
0.598 0.076
–0.305 –0.323 –0.319 0.262 0.355 0.340
[+]
[+] [+] [+] [+]
[+] [+]
LO
MT * OI ICT * LO ICT * Entre
MT * LO MT * Entre ICT * OI
Fig. 5 Path coefficients of structural model. Note: The SMEs performance and entrepreneurship are endogenous variables and LO, OI, market turbulence and
ICT are exogenous
P. Ebrahimi et al.
[+] [+] [+]
[+] [+] [+]
RIS PRO AUT

SVI MT ICT
27.765
[+] [+]
23.969 22.134 18.975 18.911 4.076 3.824
ADI OI
23.773
3.341 1.560
[+]
[+] [+]
0.423
PRI
SMEs Performance
Entrepreneurship
6.418 0.461
3.738 3.755 3.529 2.283 3.708 3.522
Impact of Organizational Innovation, Learning Orientation and. . .
[+]
[+] [+] [+] [+]
[+] [+]
LO
MT * OI ICT * LO ICT * Entre
MT * LO MT * Entre ICT * OI
Fig. 6 t-statistics of structural model

471
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Pejman Ebrahimi has a Master of Business Administration and

is member of Iran’s Elite, educator and also an expert in statistical
analysis and econometrics. He is the author of papers published
by Springer and Elsevier publishers on green entrepreneurship,
green innovation, SMEs’ performance, leadership styles and
organizational performance; author of numerous marketing
papers on marketing with quantitative and qualitative analyses
approach in international conferences and journals; referee of
some international journals in management and econometrics;
and the author of books: Relationship Marketing, Loyalty of
Sports Fans, Entrepreneurship and Factors Affecting It, Risk
Management and Insurance, The Bases of Management in the
Organization and The Bases of Modern Banking and 22Resis-
tance Economics.
Bijan Shafiee is an assistant professor in Islamic Azad Univer-

sity, Rasht branch. He awarded a Ph.D in sociology from the
University of Urbino, Italy; and has authored three books and
more than 30 papers on sociology and management. His area of
expertise includes organizational issues, organizational behavior
and structure of public and private organizations.
Abbas Gholampour holds a master degree in business admin-

istration and is an author of several papers of organizational
management and innovation and three books in the subjects of
organizational innovation, entrepreneurship and the banking.
Laleh Yousefi holds a master degree in business administration

with specialization in international business. Her areas of interest
are including advertising and marketing.
Entrepreneurship and SMEs Performance:
Studying the Mediating Role of Innovation
and the Moderating Role of Firm Size
Pejman Ebrahimi, Hamid Reza Alipur Shirsavar, Fahimeh Forootani,

Najmeh Roohbakhsh, and Khosro Ebrahimi
Abstract The aim of this study is to investigate the relationship between entrepre-
neurship and SMEs performance through innovation and firm size. In this regard the
study questionnaire is distributed among SMEs managers. The questionnaire reli-
ability is calculated using Cronbach’s alpha and structural credit of constructions is
validated based on factor analysis. Finally, based on research hypotheses and using
structural equation modeling the relationships between variables are examined.
Results show that there is a direct and significant relationship between entrepre-
neurship, innovation and quality performance. Moreover, data analysis shows that
each dimension of entrepreneurship has a significant relationship with SMEs
innovation and quality performance. It can be stated that SMEs innovation directly
enhances their quality performance. Entrepreneurship relationship with quality
performance is not different in SMEs; therefore, firm size is not an important and
influential factor.
in this book.
P. Ebrahimi (*) · H.R.A. Shirsavar · K. Ebrahimi

Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran
e-mail: pejman.ebrahimi77@phd.iaurasht.ac.ir
F. Forootani
Department of Management, Public Administration, Kerman Branch, Islamic Azad University,
Kerman, Iran
N. Roohbakhsh
Department of Management, Rafsanjan Branch, Islamic Azad University, Rafsanjan, Iran

1 Introduction
Nowadays, in most countries of the world, small and medium-sized enterprises

(SMEs) are playing role from various social, industrial production, and service
offering aspects and in many countries, these units are the main suppliers of new
employment, the center of change and innovation and pioneer in inventing new
technologies. Moreover, these enterprises play effective role in the economic
development of countries by considerable exports, in a way that nowadays almost
all countries try to develop these enterprises in their industrial structure. The
existence of environmental challenges and the change in managerial processes
have also made the role of SMEs more highlighted, and downsizing policies,
outsourcing activities, restructuring, reengineering, and particularly encouraging
entrepreneurship in the globalization era, have institutionalized accelerating the
creation of small and medium entrepreneurial institutions (Svetličič et al. 2007).
In a research Rauch et al. (2009) performed a meta-analysis on the relationship
between entrepreneurship and businesses performance. Their study includes 51 arti-
cles and showed a positive and significant relationship between entrepreneurship
and businesses performance. It was specified that the control variable related to
cultural differences between continents considered by authors is not statistically
significant, meaning that the intensity of relationship between tendency to entre-
preneurship and businesses performance “is similar in various cultural environ-
ments” (Rauch et al. 2009, p. 779). In general, entrepreneurship should be related to
the business performance improvement of enterprise (e.g., Lumpkin and Dess 1996;
Rauch et al. 2009). Actually, it is expected that with the passage of time, an
enterprise using entrepreneurial orientations creates a set of skills (such as the
ability of uncertainty management; the ability of innovation to deal with new
emerging opportunities and threats; the ability to predict the direction and nature
of market change; and the ability to tolerating risk), that form the entrepreneurship
capability of an enterprise to increase business performance more.
Many studies have examined the relationship between entrepreneurship and the
performance of SMEs (e.g., Ndubisi and Iftikhar 2012; Rodriguez-Gutierrez et al.
2015; Theriou and Chatzoudes 2015; Amin et al. 2016; Ebrahimi and Mirbargkar
2017). Results of research conducted by Theriou and Chatzoudes (2015) in the
750 SMEs in Greek country selected by clustering method for the research process
showed that financial capital and environmental factors moderated the relationship
between entrepreneurship and the performance of SMEs. In addition, through the
role of entrepreneurial management, there is a positive relationship between entre-
preneurship and performance of SMEs. In another study, Ebrahimi and Mirbargkar
(2017) showed that SMEs can increase their performance by taking into account
environmental issues and paying attention to green innovation and green entrepre-
neurship. Previous evidence also suggests that along with the concept of innovation
and competitive advantage, the concept of entrepreneurship is proposed that can be
effective in sustaining business growth and qualitative performance (O’Connor
2013). Innovation in many studies has been referred as factor affecting SMEs’
Entrepreneurship and SMEs Performance: Studying the Mediating Role of. . . 483
performance and entrepreneurship. Researchers believe that SMEs are more crea-
tive than big companies in terms of innovation (Khajeheian and Tadayoni 2016).
Their relative advantages compared to large companies are innovation, flexibility,
and response speed (Khajeheian 2017). As a result, these companies often play a
valuable economic and social role due to their innovative capabilities
(Krishnaswamy et al. 2014). SMEs can distance themselves from the traditional
focus on the product and take steps to take advantage of new technology in the
development of product innovation. In general, companies operating in high com-
petitive environments tend to be more innovative in their products (Braun and
Hadwiger 2011). The tendency towards product innovations depends on the
company’s competitive structure. Accordingly, policies that focus on reducing
focus and removing constraints will lead to value added considering the perfor-
mance and innovation in SMEs. Apart from the market-orientation strategy and
competitive structures, the characteristics of the company also play an important
role in the application of innovation. In general, size, age, market share and amount
of production are among the most important factors affecting the organizational
innovation. Younger and smaller innovative companies tend to be more innovative
in adopting innovative product creativity (Collins and Troilo 2015).
This research has considered the mediating role of innovation and the moderat-
ing role of firm size, and for this purpose and to realize research goals the
conceptual model of Ndubisi and Iftikhar (2012) has been used, that in the follow-
ing and in the section of theoretical framework, the relationship of model compo-
nents is explained. In the third part, research methodology is stated, in the fourth
part, the results of statistical analysis are explained in detail, and finally discussion
and conclusion is presented.
1.1 SMEs Policies in Iran
SMEs are key factors in economic growth, competitiveness and innovation promo-
tion (Khajeheian 2013; Ebrahimi and Mirbargkar 2017). In most developed world
countries, adopting policies to support SMEs in order to increase growth, generate
income and employment, and even reduce poverty, are considered among the most
important socio-economic priorities of governments (Khajeheian 2014; Salamzadeh
et al. 2017). Governments, regardless of achieving to national determination to
develop and confront with the process of globalization, have initially introduced a
conventional definition of SMEs, which this definition focuses often on the number
of employees in the enterprise. The Central Bureau of Statistics of Iran in the
classification of industrial units has stated units with less than ten employees are
called “micro”, units with 10–49 employees are called “small”, units with 50–99
employees are called “medium” and units with more than 100 employees are called
as “large” units (Central Bank of Iran 2014). The next step, in fact, should be sought
at the organizational level. This means that governments typically, with belief in
free-market system, put a government organization responsible for policy making
and implementation of SME-related issues. These policies pursue a clear goal,

namely the strengthening and expansion of these enterprises and the culture of
entrepreneurship in the country (Berger and Udell 2006).
Quick-impact small enterprises now run many countries in the world and are
welcomed by economic activists. Experts of this field believe that small industries
with the high power of competitiveness and high productivity and the possibility of
easy initiation can run the world’s economies (World Bank 2014). The entrepre-
neurs create ideas in this section and reduce their cost. Small industries in Iran may
be somewhat equal with other countries in terms of numbers, but in terms of
productivity, they are far from developing countries. This demands proper attention
and investment in order to increase non-oil exports of the country.
Iran’s economy is also in a situation where, on the one hand, it is under
international pressure to liberalize trade, and on the other hand, in order to achieve
sustainable development, it has no way just to develop non-oil exports and increase
its share of total exports. Despite many resources and capacities, SMEs in Iran seem
to be able to achieve a satisfactory level of competitiveness in the world market due
to their proper support, guidance and management, and have a significant impact on
improving the Iran’s economic conditions. Given the fact that one of the charac-
teristics of successful enterprises is the ability to compete, the obvious feature of
unsuccessful enterprises is the lack of this power (Salamzadeh and Kawamorita
Kesim 2017). One of the major reasons for the failure of Iranian manufacturing and
service companies in international markets is their lack of competitiveness in global
target markets (Valaei 2017). If we can identify the roots of lack of competitiveness
and the factors affecting the competitiveness and quality of these companies,
solutions can be proposed to increase entrepreneurship and improve the perfor-
mance of companies operating in the business environment.
2 Research Theoretical Framework and Hypotheses
Entrepreneurial orientation is named as one of the prerequisites of growth, com-

petitive advantage and better performance, and the previous experimental
researches have often shown that there is a positive relationship between entrepre-
neurship and performance (Kraus et al. 2012). The best definition that can be
offered for entrepreneurship is that entrepreneurship is the process of innovation
and exploiting opportunities by high effort and diligence along with accepting
financial, mental, and social risks that is of course performed with the incentive
of acquiring financial profit, achievement, self-fulfillment and independence
(Hisrich and Peters 2002).
Entrepreneurship includes three dimensions of risk-taking, innovativeness and
pro-activeness that have been widely used for measuring entrepreneurial behavior
(Covin and Wales 2012; Emami 2017; Wales et al. 2013). Pro-activeness refers to
the ability of firm in exploiting opportunities. The firm watches the market
changes and increases its ability for identifying the future processes of market
(Dess and Lumpkin 2005). Proactive firms eliminate operations and products that
their lifecycles have ended (Lumpkin and Dess 1996). On the other hand,
innovativeness is related to ethical and experimental virtues and protecting new
ideas (Kyrgidou and Spyropoulou 2013). This means being away from existing
solutions and methods (Hong et al. 2013). Finally, risk-taking accompanies with
test and innately has failure probability in itself (Anderson et al. 2009; Emami
et al. 2017).
Entrepreneurship is an activity including discovering, evaluating, exploiting
opportunities, introducing new products and services, organizing methods, markets,
processes, and primary principles through organizing efforts that have not existed
before (Shane 2012). With regard to various ideas, entrepreneurship can be inves-
tigated from various directions (Nissan et al. 2011). One of these ideas is the
relationship between entrepreneurship and innovation. An innovator, as he/she
creates new industries, can cause structural changes in the economy (Galindo et al.
2012). In the previous studies such results were also obtained that according to some
researchers like Drucker (1998), innovation is located at the hearth of entrepreneur-
ship activities, and it is with regard to the innovation that many entrepreneurs
perform their activities. From this point of view, innovation grows its activity with
regard to the feedbacks it creates, that these feedbacks are innovative entrepreneur-
ship and these innovations also encourage other entrepreneurs and stimulate to
further their goals about entrepreneurship (Cáceres et al. 2011; De Cleyn and
Braet 2012; Zortea-Johnston et al. 2012).
Innovation can be defined as innovation of production or taking, attracting, and
exploiting a new emerging added value in economic and social domains of
renewing and developing products, services and markets, expanding new methods
of production, and the establishment of new managerial systems (Crossan and
Apaydin 2010). Technology development increase and market changes, whether
local or global, have resulted in the creation of the need of innovation increase in
the competition enhancement among SMEs performance (McAdam et al. 2010).
Based on previous researches, it has been stated that connection networks, regional
support, planning in business, strategies and optimization of organizational struc-
ture in innovative performance and innovation management play important role in
SMEs (Laforet 2008).
The concept of entrepreneurship and ownership of a SME have close relationship
with each other (Emami et al. 2017). In literature, they have even been used inter-
changeably in many cases too. It has been stated that an entrepreneur is like the owner
of a small and medium business (Gilmore 2011). Increasingly, differentiation between
types of entrepreneurship in decision-makings about policymakings of SMEs with the
aim of entrepreneurship promotion and growth in them is very important (Hashi and
Krasniqi 2011). Entrepreneurship and innovation are the capabilities of a firm to
achieve better performance (Nasution et al. 2011). Ndubisi and Iftikhar (2012) have
also stated that entrepreneurship capabilities in SMEs will result in innovation
capabilities in them, and in respect of superior quality of their performance
(see Fig. 1). In this regard, the role of the size of the company is a concept which
has been considered in some studies. In a study by Ha-Brookshire (2009) in the
Fig. 1 Research conceptual model (Ndubisi and Iftikhar 2012)
United States, he examined whether the size of the company had an impact on the
relationship between entrepreneurship and the performance of SMEs. While the
results of this study showed that the size of the company could be effective especially
in the long run in relation to entrepreneurship and performance, there was no
statistically significant effect on the relationship between entrepreneurship and the
distribution of creativity in SMEs and more profitable performance. On the other
hand, in a study by Shehu et al. (2013), they examined 198 Nigerian SMEs and the
results showed that the size of the company has no significant effect on the relation-
ship between entrepreneurship and the performance of SMEs. However, given the
different results of previous research, further research is needed in this regard.
With regard to the model, the following hypotheses are presented:
Hypothesis 1 There is a significant relationship between dimensions of entrepre-
neurship and innovation.
Hypothesis 2 There is a significant relationship between dimensions of entrepre-
neurship and SMEs performance.
Hypothesis 3 There is a significant relationship between innovation and SMEs
performance.
Hypothesis 4a Innovation mediates the relationship between pro-activeness
dimension and SMEs performance.
Hypothesis 4b Innovation mediates the relationship between risk-taking dimen-
sion and SMEs performance.
Hypothesis 4c Innovation mediates the relationship between autonomy dimension
and SMEs performance.
Hypothesis 5 There is not a significant difference between entrepreneurship and

innovation in two groups of small industries and medium industries.
Hypothesis 6 There is not a significant difference between entrepreneurship and
SMEs performance in two groups of small industries and medium industries.
Hypothesis 7 There is not a significant difference between SMEs performance and
innovation in two groups of small industries and medium industries.
3 Methods
3.1 Sample Size and Data Collection
Small and medium enterprises active in the Rasht industrial city compose the
statistical population of this research. The basis of this research is the definition
of Industries and Mines Organization and the Industrial Towns about SMEs. Based
on data obtained from Industries and Mines Organization and the Industrial Towns
Organization of Gilan Province, the number of SMEs active in the Rasht industrial
city is 150 firms. For sampling the research statistical population, having the list of
SMEs active in the Rasht industrial city, simple random sampling method has been
used. According to Satorra and Saris (1985) method, the sample size with regard to
the number of statistical population size was estimated 108 people. For this
purpose, 125 questionnaires were distributed among the members of research
statistical population (senior managers of firms), and finally data analysis was
performed on 114 analyzable questionnaires.
3.2 Variable Measurement
Measurement items of this research have been driven from previous studies. For
measuring entrepreneurship variable the items offered by Nasution and Mavondo
(2008), and re-credited by Nasution et al. (2011) and Ndubisi and Iftikhar (2012)
have been used that risk-taking and pro-activeness of each one with five items and
autonomy with three items have been assessed. For measuring innovation variable
15 items (Ndubisi and Iftikhar 2012) have been used. The variable of performance
with six items offered by Nasution and Mavondo (2008) is also assessed. The
Likert’s five options scale from “(1) I strongly disagree”, to “(5) I strongly
agree”, has been used.
Table 1 Fit indicators of research measurement models

Indicators P CMIN/DF RMR GFI IFI TLI CFI RMSEA
Acceptable level >0.05 <5 <0.05 >0.90 >0.90 >0.90 >0.90 <0.1
Entrepreneurship 0.002 1.601 0.043 0.90 0.93 0.91 0.93 0.073
Innovation 0.002 1.986 0.041 0.90 0.91 0.88 0.91 0.093
SMEs 0.044 1.921 0.032 0.95 0.97 0.95 0.97 0.090
performance
4 Results
In data analysis, the inferential statistic topics such as SEM that itself includes CFA,
and Path Analysis, has been used. The software used for data analysis are SPSS and
Amos. For validation, the content value of each one of the indicators in measuring
concepts and proposed structures in this section, the credit of designed model is
analyzed by SEM. With regard to the reported values for Measurement Models,
most of the fit indicators have acceptable or close to desirable limit values (Table 1).
For Convergent Validity, we consider three criteria: (1) Standard factor loads
should be higher than 0.5, (2) AVE should be higher than 0.5, and (3) CR should be
higher than 0.6, so that the convergent validity of model is confirmed (Fornell and
Larcker 1981). As it has been presented in Table 2, considering that the factor load
related to all items is higher than 0.5, and the composite reliability of all variables is
higher than 0.6, the model has convergent validity. For investigating the reliability
of questionnaire, Cronbach’s alpha coefficient has also been used (Table 2), and
after collecting initial data, by using SPSS software, the Cronbach’s alpha of
variables reliability was calculated. It is worth mentioning that Cronbach’s alpha
is used to evaluate internal consistency of measure, and approximately its value
being higher than 0.8, is regarded completely appropriate, although in many
researches the alpha higher than 0.7 is accepted too (Harris and Harris 2007).
Figure 2 is a confirmatory factor model for entrepreneurship variable, that the
significance of regression weights at 99% confidence level denotes the convergent
validity of this model. About Fig. 3, the outcome of fit indicators confirmed the
model of SMEs performance variable at 1% error level. About Fig. 4, the questions
14 and 15 of confirmatory factor analysis model of the innovation variable of
research were omitted, and the confirmatory factor analysis was performed again.
For investigating Discriminant Validity, the method offered by Anderson and
Gerbing (1988) has been used. Based on this method, for determining discriminant
validity, the lowness of correlation between structures can be mentioned, that this
correlation between structures should be lower than 0.85, so that the discriminant
validity is confirmed, otherwise it shows that two structures measure one similar
concept. Since all correlations, had values less than 0.85, the discriminant validity
is confirmed. The existence of multiple common linear relationship between vari-
ables, considering that the values of correlations are lower than 0.80, is rejected
(Table 3) (Tabachnick and Fidell 1996).
Table 2 Results related to significance, standard factor loads, convergent validity, and reliability
Variable Items T-value Factor loading Cronbach’s alpha CR AVE
Entrepreneurship Q1 – 0.65 0.71 0.72 0.51
Q2 5.25 0.68
Q3 4.96 0.61
Q4 5.55 0.60
Risk-taking (Q1–Q5) Q5 5.67 0.52
Q6 – 0.51 0.87 0.86 0.52
Q7 3.82 0.71
Q8 2.96 0.51
Q9 3.16 0.50
Pro-act (Q6–Q10) Q10 3.62 0.65
Q11 2.92 0.60 0.72 0.73 0.55
Q12 3.66 0.99
Autonomy (Q11–Q13) Q13 2.04 0.58
Innovation Q16 – 0.55 0.88 0.89 0.55
Q17 4.90 0.53
Q18 2.97 0.50
Q19 4.45 0.52
Q20 3.92 0.52
Q21 5.40 0.69
Q22 5.57 0.72
Q23 5.65 0.76
Q24 5.33 0.66
Q25 5.8 0.77
Q26 5.11 0.64
Q27 5.29 0.67
Q28 7.77 0.57
SMEs performance Q29 – 0.62 0.86 0.87 0.61
Q30 6.39 0.74
Q31 6.80 0.82
Q32 6.71 0.82
Q33 6.10 0.73
Q34 5.68 0.65
In order to investigate the compliance or non-compliance of the distribution of

collected data with normal distribution, we use K–S test. With regard to the
obtained values (Table 4) the results showed that the assumption of normality for
all variables is confirmed, because in quantitative variables for determining the
distribution normality of a variable, it is necessary to investigate the skewness and
kurtosis of the measures of these variables. If these skewness and kurtosis are
located at +2 and 2 range, we assume them acceptable for our current goals.
Having investigated and confirmed measurement models in the first step, the
structural equations have been used to test hypotheses in the second step. To test
z11 z12 z13
q11 q12 q13

.71 .83 .30
Autonomy e1
q6 z6
z1 q1 .91 .46
.59 .62 q7 z7
z2 q2 .64
.46 .90 .48
.62 Entrepreneurship Pro-act q8 z8
z3 q3 Risk .52
.66
.2 .09 q9 z9
z4 q4 e2
e3 q10 z10
z5 q5
Fig. 2 Entrepreneurship measurement model
z29 z30 z31 z32 z33 z34
q29 q30 q31 q32 q33 q34

.62 .74 .82 .82 .73 .65
SME
Fig. 3 Performance measurement model
the significance of hypotheses, the indicators of t-value and Sig. have been used.
The t-value is the value that is obtained as a result of dividing regression weight
estimate to standard error. Based on Sig ¼ 0.05, the t-value should be higher than
1.96 or lower than 1.96, and less than this value, the parameter related to the
model is not regarded important. The values lower than 0.05 for Sig. value
indicate that the significant difference calculated for regression weights with
zero value has 0.99 confidence level.
About H1, the P-value between risk-taking and innovation is 0.000, between
pro-activeness and innovation is 0.026, and between autonomy and innovation is
0.027, that is a value lower than 0.05. The t-value between pro-activeness and
innovation is 2.418, between autonomy and innovation is 2.205, that are higher than
1.96 value. Thus, it can be concluded that the hypothesis is confirmed at 99%
confidence level.
About H2, the P-value between risk-taking and SMEs performance is 0.026,
between pro-activeness and SMEs performance is 0.000, and between autonomy
and SMEs performance is 0.040, that is a value lower than 0.05. The t-value
between pro-activeness and SMEs performance is 2.476, between autonomy and
SMEs performance is 2.35, that are higher than 1.96 value. Thus, it can be
concluded that the hypothesis is confirmed at 99% confidence level. In other
word, it can be said with 99% confidence that there is a significant relationship
between entrepreneurship dimensions and SMEs performance.
q16 z16
q17 z17
q18 z18
.55
.53
q19 z19
.50
.52
q20 z20
.52
.69
innovation q21 z21
.72
.76 q22 z22
.68
.77 q23 z23
.64
.67 q24 z24
.57
q25 z25
q26 z26
q27 z27
q28 z28
Fig. 4 Organizational innovation measurement model
Table 3 Correlation between SD 1 2 3

variables under study
Entrepreneurship 0.45 1.000
Innovation 0.51 0.632 1.000
SMEs performance 0.69 0.477 0.726 1.000
Table 4 Test results of skewness and kurtosis for investigating data normality
Variables Sample size Skewness coefficient Kurtosis coefficient
Entrepreneurship 114 0.481 0.414
Innovation 114 0.719 0.500
SMEs performance 114 1.230 0.635
z1 z2 z3 z4 z5
q1 q2 q3 q4 q5
.40 .58 .60.72 .44 q29 z29
e2 .63 q30 z30
Risk
.72
.72
.82 q31 z31
.61 SME .81
.84
.76 q32 z32
.9
e1 innovation q33 z33
.57.58 .32 .53 .47 .76.67 .69 .63
.71 .71 .76 .69
q34 z34
q16 q17 q18 q19 q20 q21 q22 q23 q24 q25 q26 q27 q28
z16 z17 z18 z19 z20 z21 z22 z23 z24 z25 z26 z27 z28
Fig. 5 Structural equation modeling of H4a
About H3, the P-value between two variables of innovation and SMEs perfor-
mance is 0.026, that is a value lower than 0.05. Thus, it can be concluded that the
hypothesis is confirmed at 99% confidence level. In other word, it can be said with
99% confidence that there is a significant relationship between innovation and
performance.
About H4a, with regard to Fig. 5, the P-value between innovation and risk-taking
is 0.000, between SMEs performance and innovation is 0.000, and between SMEs
performance and risk-taking is 0.045, that is a value lower than 0.05. The t-value
between SMEs performance and risk-taking is 3.325 that is the value higher than
1.96 value. The total path coefficient ratio between risk-taking, innovation, and
SMEs performance is the value of 0.51.Thus, it can be concluded that the hypothesis
is confirmed at 99% confidence level. In other word, it can be said with 99%
confidence that innovation mediates the relationship between risk-taking and
SMEs performance. According to Table 5, in connection with mentioned model,
the fit indicators outcome has been shown at 99% confidence level.
Research results about hypothesis H4a (Fig. 6) showed that the P-value between
innovation and pro-activeness is 0.000, between SMEs performance and innovation
is 0.000, and between SMEs performance and pro-activeness is 0.002, that is a
value lower than 0.05. The t-value between SMEs performance and pro-activeness
is 3.250 that is the value higher than 1.96 value. The total path coefficient value
between pro-activeness, innovation, and SMEs performance is the value of 0.57.
Thus, it can be concluded that the hypothesis is confirmed at 99% confidence level.
In other word, it can be said with 99% confidence that innovation mediates the
relationship between pro-activeness and SMEs performance. The model fit indica-
tors outcome of hypothesis H4b has been shown in Table 6.
About hypothesis H4c, with regard to Fig. 7, the P-value between innovation and
autonomy is 0.000, between SMEs performance and innovation is 0.000, and
between SMEs performance and autonomy is 0.000, that is a value lower than
Table 5 Fit indicators of structural model of H4a

Hypothesis H4a 0.000 1.842 0.041 0.91 0.92 0.94 0.92 0.086
z6 z7 z8 z9 z10
q6 q7 q8 q9 q10
.36 .60 .50.59 .63 q29 z29
e2 .62 q30 z30

Pro-act
.71
.70
.82 q31 z31
.68 SME .81
.84
.76 q32 z32
.6
.57 .57 .31 .62 .46 .78 .66 .68 .63
.70 .71 .75 .69
q34 z34
q16 q17 q18 q19 q20 q21 q22 q23 q24 q25 q26 q27 q28
z16 z17 z18 z19 z20 z21 z22 z23 z24 z25 z26 z27 z28
Fig. 6 Structural equation modeling of H4b
Table 6 Fit indicators of structural model of H4b

Hypothesis H4b 0.000 1.623 0.054 0.086 0.93 0.90 0.93 0.074
z11 z12 z13
q11 q12 q13

.42 .71 .31
Autonomy q29 z29
e2 .72 q30 z30
.41 .72
.79 .83 q31 z31
.47 SME .83
.77 q32 z32
.9
.57 .57 .32 .63 .45 .65 .67 .50
.70 .70 .76 .68 .75
q34 z34
q16 q17 q18 q19 q20 q21 q22 q23 q24 q25 q26 q27 q28
z16 z17 z18 z19 z20 z21 z22 z23 z24 z25 z26 z27 z28
Fig. 7 Structural equation modeling of H4c

Table 7 Fit indicators of structural model of H4c

Hypothesis H4c 0.000 2.054 0.036 0.94 0.91 0.91 0.91 0.087
Table 8 Log-linear of entrepreneurship and innovation with regard to the moderating variable of
firm size
K-way and higher-order effects
Likelihood ratio Pearson
Chi- Chi- Number of
K df Square Sig. Square Sig. iterations
K-way and higher order 1 23 275.121 0.000 394.667 0.000 0
effects 2 17 47.832 0.000 273.067 0.000 2
3 6 0.069 1.000 0.068 1.000 3
K-way effects 1 6 227.289 0.000 121.600 0.000 0
2 11 47.763 0.000 272.999 0.000 0
3 6 0.069 1.000 0.068 0.000 0
0.05. The t-value between innovation and autonomy is 3.316 that is the value higher
than 1.96 value. The total path coefficient ratio with regard to the figure in this
hypothesis between autonomy, innovation, and SMEs performance is the value of
0.37. Thus, it can be concluded that the hypothesis is confirmed at 99% confidence
level. In other word it can be said with 99% confidence that innovation mediates the
relationship between autonomy and SMEs performance. According to the results of
Table 7 in connection with mentioned model, fit indicators outcome also confirmed
the model at 99% confidence level.
In the analysis of H5, for investigating the relationship between entrepreneurship
and innovation, with regard to the moderating variable of firm size, the Log-linear
test has been used. The results obtained from this test have been presented in
Table 8.
Considering that for investigating the relationship between entrepreneurship and
innovation, with regard to the moderating role of firm size, the ratio of Sig ¼ 0.000,
and it is lower than 0.05, hence, the hypothesis zero indicating the lack of trilateral
relationship is rejected. Thus, there is a significant relationship between entrepre-
neurship and innovation with regard to the moderating role of firm size.
About hypothesis H6, for investigating the relationship between entrepreneur-
ship and SME performance, with regard to the moderating role of firm size, the
Log-linear test has been used. The results obtained from this test have been
presented in Table 9.
SME performance, with regard to the moderating role of firm size, the ratio of
Sig ¼ 0.034, and it is lower than 0.05, hence, the hypothesis zero indicating the lack
of trilateral relationship is rejected. Thus, there is a significant relationship between
entrepreneurship and SME performance with regard to the moderating role of
firm size.
Table 9 Log-linear of entrepreneurship and SME performance with regard to the moderating
variable of firm size
Chi- Chi- Number of
effects 2 22 33.846 0.051 259.497 0.000 2
3 8 2.745 0.949 2.480 0.963 3
K-way effects 1 7 256.071 0.000 198.614 0.000 0
2 14 31.101 0.005 257.017 0.000 0
3 8 2.745 0.949 2.480 0.034 0
Table 10 Log-linear of innovation and SME performance with regard to the moderating variables
of firm size
Chi- Chi- Number of
effects 2 31 77.991 0.000 338.162 0.000 2
3 12 16.309 0.177 12.717 0.039 4
K-way effects 1 8 239.663 0.000 160.470 0.000 0
2 19 61.682 0.000 325.445 0.000 0
3 12 16.309 0.177 12.717 0.039 0
For investigating the relationship between entrepreneurship and SME perfor-

mance, with regard to the moderating role of firm size, the Log-linear test has been
used. The results obtained from this test have been presented in Table 10.
SME performance, with regard to the moderating role of firm size, the ratio of
Sig ¼ 0.039, and it is lower than 0.05, hence, the hypothesis zero indicating the lack
of trilateral relationship is rejected. Thus, there is a significant relationship between
innovation and SME performance with regard to the moderating role of firm size.
5 Conclusion and Discussion
Continuous environmental changes threaten the survival of organizations variously.

The rapidly changing technologies and short lifecycle of products have caused the
firms to become innovative, develop new ideas, products, and processes, and take
risks for dealing with rapid changes. Moreover, the increasing global and local
competition has increased the need of firms to be pioneer and have aggressive
competition. Thus, the organizations for continuing their life require adopting
appropriate strategic approach to maximize exploiting environmental opportunities
with regard to their weak and strong points. There are always frequent opportunities
in the business environment of organization, and those are more successful in this
competitive market that identify these opportunities on time and exploit them.
These factors particularly have special importance for SMEs. Since SMEs are
important sources of employment and value creation for the community, achieving
sustainable growth in these firms is vital for the economy, resulting in sale growth
increase in the firm, and followed by recruitment growth, whereby the unemploy-
ment problem can be moderated to some extent in the community. With regard to
the research results and the positive impact that entrepreneurial approach can have
on SMEs performance, the policy maker managers are suggested to have consid-
erable attention to entrepreneurial approach.
Another point the managers of SMEs should consider is the necessity of risk-
taking. The managers should consider that in today’s challenging environment in
order to survive, are required to perform projects with high risk, invest on untested
technologies, or supply new products to the market.
Innovation is considered as the engine for growth movement and economic
development. The research results showed that innovation is as important for the
medium firms as it is important and vital for the small firms too. Innovation in the
field of business in the developing countries has more importance, that is where
more SMEs have exact innovation, and there are not adequate external sources for
protecting and encouraging innovation. Therefore, innovation can be effective as a
potential solution for the development and growth of SMEs in general for all
developing countries.
One of the main limitations of this research is to adopt a cross-sectional study
over a specific time period, which is suggested that the results to be compared in
future research, focusing on the implementation of longitudinal plans. Additionally,
the research model has the capacity to add new variables, such as measuring the
profitability of companies and combining with economic models to measure factors
such as entrepreneurial risk or entrepreneurial returns, which is recommended to be
considered in future research.
5.1 Management Implications
SMEs in Iran, with more than 60% employment and more than 94% of enterprises,
provide good conditions for regional balanced support and development. These
types of enterprises, which are defined by the number of employees in the country
have always been faced with a large number of policy centers, and industrial
support, especially financial supports, have led to increased competitiveness in
them. One of the main reasons for the inadequate allocation of supports is support
of a single SME, which leads to decentralization of government regulatory systems
and concessional loans. Today, to support, direct and fund these types of
enterprises, supporting clusters of SMEs, instead of supporting a single and diffuse

SME, considered by policy makers of many countries, and enterprises in these
clusters, have experienced significant and different growth compared to single
medium and small enterprises. Since they are successful clusters in Iran, increasing
the competitiveness and growth of SMEs is necessary in Iran. On the other hand, most
small companies have a single owner, and there is no good statistics and information
about their past and present status, and company finance accounts are not kept
properly. Determining short-term and long-term goals for them is difficult to imple-
ment. The lack of using scientific management in business development and the
insistence on corporate governance based on past experiences, lack of knowledge,
and lack of power to adopt consultation, employed force is not able to execute
strategic management plans. Paying attention to strategic planning can increase the
potential of active enterprises. Additionally, paying attention to new technologies and
creating opportunities for enterprises to gain competitive advantage based on higher
efficiency and the production of unique products rather than relying on factors should
be considered as the goal of developing countries. This will be accelerated through
attracting foreign direct investment. In addition, in order to make small and medium
industries competitive, the most effective way is to modify the management and
optimizing the production methods to increase productivity.
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Pejman Ebrahimi has a Master of Business Administration and

is member of Iran’s Elite, educator and also an expert in statistical
analysis and econometrics. He is the author of papers published
by Springer and Elsevier publishers on green entrepreneurship,
green innovation, SMEs’ performance, leadership styles and
organizational performance; author of numerous marketing
papers on marketing with quantitative and qualitative analyses
approach in international conferences and journals; referee of
some international journals in management and econometrics;
and the author of books: Relationship Marketing, Loyalty of
Sports Fans, Entrepreneurship and Factors Affecting It, Risk
Management and Insurance, The Bases of Management in the
Organization and The Bases of Modern Banking and Resistance
Economics
.
Hamid Reza Alipur Shirsavar with a Ph.D in economics,
Hamid Reza Alipur Shirsavar is an assistant professor in Islamic
Azad University, Rasht Branch. He serves as head of the Inter-
national Center for Education Development. He is author of
several papers on management and economics in international
journals that are published by Springer and Elsevier. In addition,
he authored several books on applied microeconomics and mac-
roeconomics.
Fahimeh Forootani is a Ph.D. candidate in public administra-

tion, with specialization in organizational behavior. She is author
of the book titled as ‘bases of management in the organization’.
Najmeh Roohbakhsh holds a master degree in public adminis-

tration, with specialization in financial trend. Najmeh Roohbakhs
has co-authored a book titled ‘Bases of modern banking’ and a
paper on predicting financial crises using artificial neural net-
works.
Khosro Ebrahimi holds a master in business administration. He

researches in the subject of organizational function and quantita-
tive analyses with cluster approach and co-authored a book in the
subject of entrepreneurship.
The Impact of Business Ethics
on Entrepreneurial Attitude of Manager
Somayeh Moazami Goodarzi, Yashar Salamzadeh, and Aidin Salamzadeh
Abstract Due to the rapid pace of changes in the world of business, which is
inherently affected by managers’ attitudes as well as their ethical behaviour, we
intend to examine the relationship between these two elements. To do so, a hundred
managers of the Telecom companies are surveyed. The data is gathered through a
standard questionnaire which is confirmed by experts and its reliability is examined
by Cronbach’s alpha. The data is analyzed by SPSS 22 software, using regression
and path analyses. Findings revealed that there is a correlation between the main
variables of the study. Also, it is concluded that when managers follow ethical
behaviours, they will be more prone to be creative and innovative in their
businesses.
1 Introduction
Although studies connecting entrepreneurship and ethics are relatively new, during
the past decades, entrepreneurship has undergone substantial growth and has
emerged as a prominent scientific field. The interest of researchers in entrepreneurs
is remarkable and on the rise, and the creation of new investments has turned
entrepreneurship into a full-fledged academic major with specialized scientific
journals, reforms in business school curriculums, and a rise in the number of
entrepreneurship-specific research conferences (Peredo et al. 2004; Harris et al.
2011). On the other hand, organizational ethics emerged in the west as a scientific
S.M. Goodarzi
Farabi Institute of Higher Education, Karaj, Iran
Y. Salamzadeh
Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia
A. Salamzadeh (*)
e-mail: salamzadeh@ut.ac.ir

504 S.M. Goodarzi et al.
concept in the second half of the twentieth century and has attracted the attention of
various researchers on personal and organizational levels in the past four decades
and is referred to as a challenge facing many organizations around the world (Cardy
and Selvarajan 2006). However, the common ground between entrepreneurship and
ethics has remained in its infancy despite the recent attention it has received. In
addition, some fundamental qualities in management have a direct effect on the
relation between ethics and entrepreneurship (Harris et al. 2011). Today, the
importance of business ethics becomes clearer in entrepreneurial configurations.
According to Rutherford et al. (2009), entrepreneurs might be tempted to lie about
the age and size of their companies (Finkle and Mallin 2011). Ethics introduces the
current complex challenges present in various stages of an organization’s life such
as the initial stage, growth stage, stabilization stage and deterioration stage. Entre-
preneurs might make unethical decisions while doing business. Ethical decision
making is a challenge facing any entrepreneur in any company, large or small
(Tanwar 2013).
In today’s dynamic competition environment with rapid global changes occur-
ring, organizations have increasingly committed themselves to entrepreneurial
activities (Khajeheian 2017; Covin and Kuratko 2008), therefore, ethics acts as a
framework through which entrepreneurship creates values related to society’s real
needs and entails real growth and sustainable development. Unlike common atti-
tudes which consider ethics as a limitation for entrepreneurs, this view believes in a
positive synergy between these two areas (Fateh Rad et al. 2015). One key view-
point regarding ethical entrepreneurship is that business ethics should first and
foremost focus on creativity, productivity, trade and services. Creative and produc-
tive businessmen pay significant attention to ethical people who believe business
ethics must define business seriously and fundamentally as an ethical (moral)
phenomenon (Hicks 2008). Ethics can also be codified to include old plans made
of absolute principles to create the circumstances and a process for finding imag-
inative solutions to ethical problems. It is therefore important from a both economic
and ethical standpoint to keep entrepreneurial spirit alive in an organization
(Buchholz and Rosenthal 2005). This is because improving entrepreneurship and
preparing a suitable ground for its development is instrumental in a country’s
economic advancement, especially for developing economies (Archibong 2004),
and is a way of understanding and making use of opportunities, wherever they may
arise (Finkle and Mallin 2011).
There is evidence suggesting that organizations with strong ethical cultures that
are well managed and well invested in their human resources, have seen a rise in
credibility and reputation and eventually their share prices (Buckley et al. 2001).
Ethics is related to values. Entrepreneurship creates value. Values and value-
creation mutually affect each other in various ways. In ethics, we discuss the nature
of values but in entrepreneurship, we speak of opportunities (Harmeling et al.
2009). Therefore, theories of ethics can be utilized in the analysis of ethics
(changes) and ethical policies of businesses at any time and across countries and
The Impact of Business Ethics on Entrepreneurial Attitude of Manager 505
industries (Scholtens and Dam 2007). Entrepreneurship can be found in every

organization; large or small organizations, patents, family businesses, state institu-
tions, or non-for-profit organizations (Finkle and Mallin 2011). Entrepreneurs face
complex ethical problems related to basic qualifications, employee-client relations,
distribution predicaments and other challenges, because the initial emergence of a
large number of these ethical issues is mostly inevitable for young startup organi-
zations (Bryant 2009). Thus, organizations today are in positions where a tendency
towards entrepreneurial activities is key to them (Shepherd et al. 2009). Ethics
originate from an internal commitment to a positive and pious life, rather than a
collection of rules and principles (Buchholz and Rosenthal 2005). Looking from
outside an organization, the organizations that carry out their social and ethical
duties enjoy higher public attention and a better position in society. Besides, if the
service provider possesses the ethical components and principles and puts them to
use, they will be able to cause customer satisfaction and loyalty towards the
organization (Thomas et al. 2002).
In fact, an entrepreneur is someone who often says, one must break the rules in
order to make use of opportunities that are identified or those which could be created.
Following such principles might lead some entrepreneurs towards ethical problems,
especially when breaking the laws takes place in legal or ethical areas (Brenkert
2009). Common entrepreneurship is related to exploring opportunities, innovation
and creating investment in the new business and is implicitly related to ethical
behavior through pursuing separate and possibly conflicting business goals (Haugh
and Talwar 2014). Therefore, on the one hand, entrepreneurs are people regarded as
creative innovators, praised for participating in social development through making
new products, employment opportunities, and creating new facilities for us. On the
other hand, entrepreneurs are often criticized for their one-dimensional pursuit of
business success and a tendency toward compromising ethical principles if necessary.
Thus, there exists a sophisticated and multidimensional between entrepreneurship
and ethics (Frenkel et al. 2005). This study seeks to find an answer to the following
question: Does ethics have a role in entrepreneurial attitude of managers? And, which
ethical criteria are the most effective in this particular area?
2 Theoretical Framework
2.1 Business Ethics
Ethics is seen as moral principles governing or influencing an individual’s behav-

iors; a system of ethical principles or rules of conduct. Ethics in itself means
“believing in what is right or wrong; what is morally right or acceptable”. Business
ethics can to a great extent ensure profitability and survival, so that margins are
reduced, competition increases, the ability to compete and survive depends greatly
on quality, faster and more reliable delivery, customer services, and values such as
integrity and honesty in its new sense (Ironkwe and Promise 2015). An organiza-
tion’s ethical environment can be defined as a common set of norms, values and
proper modes of behavior followed by an organization’s members (Tanwar 2013).
There exists one contradiction between the two concepts proposed for business
ethics. Oxford English Dictionary limits ethics to the following definitions:
(i) moral principles or system from a leader or a specific school of thought,
(ii) Moral principles guiding an individual, (iii) Known rules of conduct in special
associations or human congregations (Lu 2010).
Since there often is no right or wrong decision, business ethics is a state of
awareness related to moral and humane values and business commitments which
validate detailed reasoning in great decisions (Ironkwe and Promise 2015). What is
important is not the motivation to seek personal benefit, which has existed in all
ages and requires no clarification; but it is the shift in ethical criteria which turns a
natural weakness into a glorified mentality and sanctifies it as an economic virtue,
while it was previously condemned as an anti-value. The power that created this
system, was the religion associated with Calvin, and Capitalism is the social
reflection of Calvinistic Theology (Weber 2005; Dana 2009). Ethics, be it applied
to business, law, medicine or any other profession, is derived from a set of universal
values. Around 3000 years ago, Zoroaster pleasantly summarized ethics as: “Good
Thoughts, Good Words, and Good Deeds”. Therefore, ethics is not a modern day
fashion. Many writers agree on the universal nature of ethical values, a concept
found even in the writings of the world’s biggest religious traditions. Among these
values or virtues, we have recognized integrity, reliability, fairness, respects for
others, justice, moderation and also reason, wisdom and prudence (Salamzadeh
et al. 2013; Ironkwe and Promise 2015).
Ethical conduct on the internet includes a set of beliefs and standards shared by a
group of people to help with decision making in doing the right thing. A deeper
understanding of the ethical issues posed by the dynamic digital environment in
necessary to figure out whether the ethical culture present in the cyberspace differs
from that of the physical world or not. As a huge amount of information continu-
ously shared through digital technology increasing individual access to knowledge
reservoirs, the internet has altered the moral landscape. It is important that a focus
on how to behave ethically on the internet in order to help spread much needed
beliefs and practices (Ratten 2013). The aim of business ethics is to encourage
businessmen and businesswomen to follow the codes of conduct which facilitate
public trust in products and services (Ironkwe and Promise 2015). Business ethics is
a relatively new branch of general ethics. But its presumptions are deeply rooted in
Kantian duty-based ethics. Regarding entrepreneurship, Kantian ethics has a valu-
able share since it (i) considers business structures as human organizations,
(ii) protects shareholders’ interest through defending the “respect for individual”
principle, and (iii) offers business ethics and using a tool to determine whether or
not the principles acted on are ethically valid. In other words, in business, Kant’s
categorical imperative is a fair play principle (Staniewski et al. 2015). A successful
business is like a well-built house. Good ethics signifies a strong foundation. To
build a successful and powerful business, considering good conduct leads to ethical
core values: punctuality, trustability, humility, respect, relationship, dressing,
cleanliness, honesty, sympathy, qualification, honor, customer centeredness, result
orientation, risk-taking, enthusiasm, and continuity (Ironkwe and Promise 2015).
Ethics of profit: good ethical outcome has been mentioned many years ago by the
father of economics Adam Smith using the “invisible hand” metaphor, something
gained passively by companies governed by personal interests (Vranceanu 2014).
An element in the realm of business ethics is social responsibility which can
materialize in economic, legal, moral or religious ways. It actually reflects the
commitment of businesses to maximize social benefits and minimize social costs
(Carroll 1991).
2.2 Ethical Issues
A moral conflict arises when “individual considerations and personal responsibil-

ities of an individual contradict their responsibilities in a group”. A contradiction
can be in one of two forms: internal conflict involving personal hierarchy of values
and a contrast between personal and organizational values (Tanwar 2013). In
general, one must state that it is not possible to declare an action as ethical or
unethical with full certainty (Brickley et al. 2002).Business ethics exists in relations
between organizations, between organizations and their social environment, orga-
nization and customers, organization and its employees, and organization and
government officials. Actions taken by the organization towards any of these
institutions, will carry consequences; thus. Entrepreneur ethics must ensure respect-
ful relations beneficial for both sides (Staniewski et al. 2015). Business ethics are
based on common and universal values which we call code of ethics according to
which we devise the organization’s comprehensive ethics document (Petersen and
Krings 2009). Asgary and Mitschow (2002) have introduced 15 codes of ethics as
international ethics codes as follows: trust, fairness, avoiding lies, honesty, trans-
parent declaration of financial records; responsibility; respect for national sover-
eignty; supporting the financial goal of the host country; respect for social and
cultural values; respect for human rights and individual freedom; commitment to
done deals and agreements; creating equal growth opportunities for all; supporting
organizational morality; showing respects in all relations; supporting environmen-
tal regulations; preserving organizational integrity and development; fairness and
avoiding discriminatory behavior. Ethics is influenced by structures and relations,
religion, normative and legal systems, family system, social learning, faith and
people’s experiences and attitudes (Stent 2006). Many ethical issues are related to
conflict of interests, honesty and fairness, and interpersonal and inter-organizational

relations (Dadgar 2006). Unethical behavior, stimulates the business environment
against a person, and leads to organizational failure (Buckley et al. 2001). Miller
et al. have developed multi dimensions of comprehensive measurement of business
ethics. They introduced the indicators of ethics as follows: comfort in workplace,
focus on work, efficient use of time, hard work, self-reliance, and fairness (Miller
et al. 2002).
Factors including work ethics in organization according to Azmi (2010) are:
confidentiality, defamation, breaches of confidentiality, ownership of knowledge,
honesty and commitment. Inkpen and Tsang (2005) mention trust as the main tenet
of work ethics. Proponents of business ethics are two groups: (i) they believe that
following business ethics results in increased value for shareholders and is a tool for
achieving profit maximization (instrumental ethics view), (ii) The second group do
not adhere to the instrumental view and believe that aside from financial consider-
ations, employees must follow ethics because of their virtuous nature (Poesche
2002). Hosmer (1995) offers one of the most comprehensive categorizations taken
from ethics theories as follows: eternal law, utilitarianism, deontological theory,
distributive justice, contributive liberty (Thulasivelu 2012). Factors influencing
work ethics can be divided into three groups: (i) Macro level (cultural elements,
economic, political, environmental, social, religious and legal elements),
(ii) Organizational level (competition, reward system, job characteristics, access
to resources, organizational culture, organizational objectives, managers’ conduct,
organizational atmosphere, performance assessment), and (iii) individual level
(personal beliefs, family teachings, individual attitudes and social relations)
(Naude 2004).
2.3 Factors Affecting Ethical Behavior
There are several models in this regard in the world, the most important of which
are: Bartels’ marketing ethics (Caner and Banu 2014), Trevino’s individual-
situation interaction (Brown and Trevi~no 2006), Bommer et al.’s (1987) ethical
and unethical decision-making behavior model. Stead et al.’s (1990) ethical con-
duct model, Mc. Donald and Nijhof’s model of stimulation of ethical behavior in
organizations (Pelletier and Bligh 2006), and Painter-Morland and ten Bos’s (2011)
ethical framework. Through the study of multiple ethical conduct models, several
factors have been identified as having an effect on ethical behavior in organizations
(Naude 2004). Through analysis of literature, factors influencing ethical behavior
were identified and summarized as follows: Referent others, Manager’s behavior,
Reward system, Code of conduct, Organisational culture, and Level of moral
development.
2.4 Entrepreneurship and Ethics
Entrepreneurship is the process of creating different and valuable things with

allocating necessary time and trying with the assumption of financial, psycholog-
ical, and social risks to reach financial rewards and personal satisfaction (Ironkwe
and Promise 2015). Entrepreneurship is a mental state; a cunning, enlightened, and
innovative mentality instead of business management. Ethics deals with
distinguishing what is right or wrong and cares about the nature and background
of ethics, including moral judgment, standards and codes of conducts (Tanwar
2013). The process of entrepreneurship begins with an informed and creative idea
for a new product or service. An entrepreneur is ambitious and courageous and
follows his/her initiative in developing his/her ideas in the new business (Hicks
2009). Entrepreneurship includes (i) process of creation; creation of value for the
entrepreneur and for the target audience, (ii) time and effort; a lot of time is spent on
creating something valuable for both the entrepreneur and the audience, (iii) risk;
financial, psychological, and social risks, and (iv) rewards of entrepreneurship;
autonomy, personal satisfaction and financial rewards for successful entrepreneurs
(Ironkwe and Promise 2015). Thus, entrepreneurship is more than just proposing
innovative or creative ideas for products or services (Brenkert 2009).
Entrepreneurship has increasingly been examined as a fundamental economic
phenomenon, however, it has been looked at as an ethical phenomenon much less
often. Contemporary business ethics base their practical goals on the following
assumptions: (i) to stop predatory business methods and (ii) to encourage philan-
thropy and charity work. Business ethics needs to be founded on the values and
virtues of entrepreneurs who create value and win-win trade with others (Hicks
2009). Entrepreneurial capabilities form a part of an individual’s optional behavior
affecting the view towards technological innovations. Entrepreneurial capabilities
have been defined as levels of innovative, active, and risky behaviors in an
individual (Ratten 2013). The common ground between ethics and entrepreneurship
includes two connected set of issues. The first involves the importance of entrepre-
neurship for ethics, while the other one involves the moral grounds for entrepre-
neurship. Entrepreneurs face complex problems related to general fairness, staff
and customer relations, honesty in communication, distribution disruptions, and
other challenges. Entrepreneurship can be found in any organization- small or large
businesses, family businesses, state institutions or non-for-profit organizations
(Tanwar 2013). In an experimental study of recruitment relationships in Chinese
small businesses, Cooke (2005) identified a set of ethical issues. Issued related to
the nature of employees’ legal rights are: culture of long working hours, general low
level of resting and holidays, little or no payment of extra hours of work, limited
wages and bonuses, lack of social security systems and so on (LU 2010). Many
business managers believe that the qualities of entrepreneurs are creativity, inno-
vation, risk-taking, and independent thinking (Huynh 2007).
Fig. 1 Robinson et al.’s (1991) entrepreneurial attitude model
Joseph Schumpeter views entrepreneurship as a disrupting force in economy and

describes it as “creative destruction”. Schumpeterian entrepreneurship includes
three main features: (i) Entrepreneurship is understandable in advance, but it cannot
be predicted in practice using typical rules and making inferences from the existing
realities, (ii) Entrepreneurship forms long-term events and outcomes and in order to
create appropriate opportunities, changes economic and social status quo, and (iii)
The number and frequency of entrepreneurial occurrences depend on the relative
quality of forces, individual decisions, actions and behavioral patterns (Fu and Yu
2001). Entrepreneurial attitude is measured with aspiration, innovation, autonomy,
self-confidence (self-reliance) and identification of opportunities (Lindsay 2005).
Each of these attitudes is comprised of three aspects: cognition (beliefs and
thoughts), affection (positive and negative) and conduct (intent, goal and action).
In line with these aspects, Robinson et al. (1991) believe that four important
entrepreneurial attitudes are: aspiration, self-confidence, autonomy and creativity,
to measure which the EAO (entrepreneurial attitude orientation) tool is employed
(Van Wyk and Boshoff 2004) (Fig. 1).
Lumpkin and Dess (1996) believe five qualities, namely innovation, risk-taking,
pioneering, aggressive competitiveness and professional independence of managers
are indicators of entrepreneurial attitude (Lumpkin and Dess 1996). Four factors,
namely success, innovation, self-control, and dignity have been found to correlate
with tendency toward entrepreneurial attitude (Lung Choe and Ching Loo 2013).
Crant (1996) found that entrepreneurial can be related to personal considerations of
having a business. This study was carries out in a university in United States and
showed that gender; level of education and businessman parents influence entre-
preneurial attitude (Mohd Shariff and Basir Saud 2009). Caird (1988) concluded
that entrepreneurial attitudes tend to appeal to autonomy, internal control, creativ-
ity, risk-taking and self-reliance (Mohd Shariff and Basir Saud 2009). There is
imagination, creativity, freshness, and sensitivity are at the heart of entrepreneur-
ship (Buchholz and Rosenthal 2005). Entrepreneurship consists of “how and
through what patterns, opportunities to make products and services aimed at future
are discovered, evaluated, and utilized by entrepreneurs (individuals and organiza-
tions) and bring along the creation of value in the light of social values”. According
to this definition, aspects of entrepreneurship include: source of opportunities,
identifying opportunities, evaluating opportunities, utilizing opportunities, entre-
preneurs, and entrepreneurial environment (Dunham et al. 2008) (Table 1).
3 Research Background
Table 1 Research background

Authors Research title Results
Chell et al. (2016) Social entrepreneurship and business The researchers examined
ethics: are social and ethical same questions about the ethical nature of
things? social firms and concluded that in
relationship between social
entrepreneurship and ethics,
problem identification must be
carried out and also found that a
wide range of concepts and
methodological approaches are
valuable as grounds for socially
mature entrepreneurship and
finding social organizational
solutions tend towards social
innovation in processes and
practices (Chell et al. 2016)
Tlaiss (2015) How does Islamic business ethics This study examines effects of
treat female entrepreneurs: insight Islamic values and business ethics
from middle eastern Arabic on business activities of female
countries entrepreneurs in Arabic countries.
Results show how Muslim women
entrepreneurs are after welfare in
life and advance in their work while
doing business. Muslim female
entrepreneurs are committed to
honesty, truthfulness, fairness,
justice and good will and see them
as tools for their company’s
survival and success. The
implications of this study are
significant for academicians, global
and multi-national companies, and
have led to how business is done in
Islamic countries (Tlaiss 2015)
Zulkifli et al. The concept of business in Islam Introduced entrepreneurship as a
(2015) with regards to entrepreneurship catalyst and aid to the economic
development of countries and found
that Islamic business ethics can
create informed entrepreneurs.
(Zulkifli et al. 2015)
Ironkwe and Ethics in entrepreneurship: an out- This study focuses on helping
Promise (2015) look on Nigeria entrepreneurship apprentices to
support ethical practices crucial for
survival and concluded that ethics,
entrepreneurship and ethical aspects
in management are very important
and essential for business survival
(continued)
Table 1 (continued)
Staniewski et al. Aspects of entrepreneurial ethics To answer the question: “how can
(2015) the issue of business ethics be raised
with entrepreneurs?”, the
researchers in this study examined
the place of ethics in business
activities and found that ethical
behavior should be taught to
entrepreneurs
Withey and Ethical orientation of aspiring In order to better understand the
Schwartz (2014) entrepreneurs ethical orientation of aspiring
entrepreneurs, the researchers
evaluated business ethics using
three tools of multi-dimensional
ethics scale, ethical intensity scale
and the scale used to control the
orientation of desired social
response on master of business
students and graduates and found
that ethics greatly affect
entrepreneurs’ decisions (Withey
and Schwartz 2014)
Harris et al. Ethics and entrepreneurship To establish the possible relation
(2011) between ethics and
entrepreneurship, after examining
several studies on the subject, the
researchers widely identified and
interpreted them and combined the
key subjects
Fateh Rad et al. Ethics and entrepreneurship; an After reviewing the literature on
(2015) opportunity-based look at the rela- relation between ethics and
tion between ethics and entrepreneurship (entrepreneurial
entrepreneurship ethics, social entrepreneurship, and
entrepreneurship and society), in
order to better understand this
relationship, made a comparison
between two apparently unrelated
subjects, and finally introduced
ethics as a framework through
which entrepreneurship creates
values congruent with society’s
needs and ensures long-term growth
and development
Amini et al. Introducing a magical triangle of The researchers examined ethics
(2012) role of ethics in creative businesses with a focus on entrepreneurial
ethics and the relation between
them, and examined the relation and
interaction of ethics and
entrepreneurship and to examine
the effect of each aspect of
(continued)
Table 1 (continued)
entrepreneurship (social
entrepreneurship, entrepreneurial
ethics, and entrepreneurship and
society) and offered a
comprehensive model of factors
forming and influencing these
aspects (Amini et al. 2012)
Qawamipour and Entrepreneurship and ethics They focused on entrepreneurial
Hashemi ethics on micro level as well as
Golpayegani examining the effects of specific
(2010) ethical effects created in society by
entrepreneurs and through
entrepreneurship (Qawamipour and
Hashemi Golpayegani 2010)
Brenkert (2009) Innovation, breaking the rules and In this study, a characteristic of
entrepreneurial ethics entrepreneurial ethics, namely
defiance of rules and moral
pressures created by law-breaking
entrepreneurs is examined and in
the end, the researcher suggests that
entrepreneurial ethics shouldn’t be
viewed from the angle of rules of
fashion, and proposes an ethical
decision-making model which goes
beyond focusing on compliance
with laws and focuses on
understanding various personalities,
businesses and societies in which
entrepreneur is situated
Bryant (2009) Self-regulation and ethical aware- In this mixed-method study, the
ness among entrepreneurs effects of cognitive factors on moral
awareness of some entrepreneurs
and complex relations between
social cognitive stimuli and
sensitivity towards ethical issues.
The results showed that
entrepreneurs with their
characteristics and better control
have higher awareness of ethics
which leads to an emphasis among
them on personal integrity and
interpersonal trust. And
entrepreneurs with different degrees
of self-control have different inten-
tion and attitudes towards ethical
awareness
(continued)
Table 1 (continued)
Dunham et al. Entrepreneurship wisdom: combina- In this study, in order to collect a
(2008) tion of ethical dimensions single framework of entrepreneurial
activity and decision-making, the
researchers claimed that the
necessary qualities of a successful
entrepreneur are imagination,
creativity, innovation, and
discretion, all necessary
systematically and theoretically for
decision-making. So it was
concluded that ethics and
entrepreneurship are closely
correlated
Buchholz and The spirit of entrepreneurship and In this study, in order to compile a
Rosenthal (2005) quality resulting from ethical unified framework for entrepre-
decision-making: towards a unified neurial activity and ethical decision
framework making, the researchers claimed
that the necessary characteristics for
successful entrepreneurship are
imaginativeness, creativity,
innovation, and discretion, all
systematically and theoretically
essential for ethical decision-
making, so it can be said that ethics
and entrepreneurship are closely
related
4.1 Purpose of the Study
The present study has a practical goal and since the effects of business ethics on
entrepreneurial are being studied without intervention by the researcher, it uses a
correlation methodology. In compilation of the related literature, background and
operational definition of research keywords, the library and documentary method
was used. In addition, data was collected through studying texts, articles, books,
reports, journals, and studies done on business ethics as well as entrepreneurial
attitude, through note-taking and tables and figures. The topic of the study covers
ethics and entrepreneurship and the location included various managerial levels of
the telecom companies in Iran including senior middle and operational managers.
Since the main aim of the present study is to examine the effects of business ethics
on entrepreneurial attitude of managers, the question posed here is: Does business
ethics affect managers’ entrepreneurial attitude?
4.2 Statistical Population and Sampling
The statistical population of this study included all senior, middle, and operational
managers of telecom companies. These companies offer landline, cell phone, DSL
and data services for both home users and governmental and public institutions, as
well as businesses, with the aim of providing appropriate publicly needed commu-
nications, offering various ICT services, and an emphasis on maximum value
creation for stakeholders all across the province. The total number of staffs of
these companies is around 1000, of which almost 100 are managers. Since the
senior, middle, and operational managers form around a tenth of all the staff, the
census method was employed for sampling in this study.
4.3 Conceptual Model
With regards to the research literature and other models presented, the conceptual
model of the present study is shown in the Fig. 2.
sense of duty
keeping business
secrets
innovation
honesty
creativity
focusing onwork
aspiration Entrepreneurial Business

respecting customer
Attitude Ethics dignity
self-confidence efficient use of time
adherence to
autonomy commitments
fairness
timely presence in
workplace
Fig. 2 Conceptual model of the study

4.4 Research Variables
Business ethics refers to a set of do’s and don’ts which the employees of an
organization (society) must follow in order to fully realize the qualitative and
quantitative work outcomes they are committed to (Key and Popkin 1998). Ethics
in workplace can be defined as: doing what in the workplace is right or wrong
(Chidi et al. 2012). Entrepreneurial Attitude can be defined as personal orientation
towards value-adding activities in future and self-employment in small businesses
(Burger et al. 2005). In fact, entrepreneurial attitude, engages the individual in
entrepreneurship (Shariff and Basir Saud 2009). Research variables are defined as
follows (Table 2):
Table 2 Research variables

Variable Description
Business ethics Sense of duty Responsibility and commitment a person has towards
him/herself (beliefs, values, job duties, and family)
(Blunkett 2003). Sense of duty often refers to some type
of relation between people and their environment. In
terms of individual-organization relations, sense of duty
has to do with accountability. In people’s sense of duty,
their attitude towards their actions also constitutes a part
of their response and this response may be put to question
(Fisscher and Nijhof 2005)
Keeping To observe ethics it is imperative that business owners
business secrets avoid revealing confidential information relating to
orders, deals, contracts, and working methods
Respecting Respecting the customers by being punctual, trustworthy
customer dignity and polite (Ironkwe and Promise 2015)
Honesty Telling the truth, not lying, avoiding cheating or theft,
which lead to attracting more customers (Ironkwe and
Promise 2015)
Adherence to Commitment means an attitude or orientation towards the
commitments organization which connects an individual to the
organization (Gautam et al. 2004). Commitment in
workplace is still one of the most elusive concepts to
define for research (Sowmya and Panchanatham 2011)
Fairness Consists of viewing everybody as equal and on the same
level, on the basis of which everybody will have equal
rights due to their being equal (Ikeme 2003) Fairness
usually materializes in interpersonal relations and
comparisons people make between what they have given
and taken with those of others (McDermott et al. 2013)
(continued)
Table 2 (continued)
Variable Description
Entrepreneurial Innovation Innovation is seen as an idea or behavior related to a
Attitude product (Furnham and Bachtiar 2008)
Creativity Creativity includes both generativeness (ability to create
ideas) and initiative (novel and unordinary responses)
(Furnham and Bachtiar 2008)
Aspiration Consists of tendency towards doing difficult tasks
Self-confidence It is the ongoing evaluation and judgment an individual
makes about himself (Crocker and Park 2004)
Autonomy It is seen as the vital dimension of entrepreneurial attitude
and means that individuals or working teams (Crocker
and Park 2004)
Table 3 Cronbach’s alpha of Reliability Statistics

reliability coefficient
Cronbach’s alpha N of items
0.937 71
4.5 Data Collection and Analysis
To gather the initial data which consisted of respondents’ answers regarding study
variables a field research approach was adopted and a standard questionnaire was
used. The questionnaire uses ordinal scale and includes 71 questions compiled in
three parts. The first part consisted of demographic questions and included six
questions. In the second part the effectiveness of the business ethics elements
including 43 questions were evaluated, and the third part dealt with to how extent
entrepreneurial attitudes of managers can be influenced, with consisted of 28 ques-
tions. The scale of measurement employed was the Likert scale. After data collec-
tion phase, multiple linear regression and path analysis using SPSS 22 were carried
out to test the hypothesis.
4.6 Validity and Reliability of Questionnaire
To ensure the reliability of the questionnaire Cronbach’s alpha reliability coeffi-

cient was determined using SPSS 22. As shown in Table 3 the alpha coefficient of
the present study is 0.937 which equals the standard amount and confirms the
reliability of the questionnaire. The validity of the questionnaire was confirmed
by a number of field experts (expert validity).
5 Results
Descriptive statistics and the information related to the statistical population’s

demographic information is summarized in the Table 4.
According the table above we realize that 86.9% of respondents have graduate or
higher degrees, and since 71.7% of respondents have 10 years or more of experience
working in the telecom companies, it can be concluded that they are well familiar
with the organizational culture, and this high level of familiarity positively affects the
validity of the responses in this study and can guarantee its quality level to a great
extent. In this study, the linear correlation between a set of independent variables and
a dependent variable using a multivariate linear regression was examined. We will
examine the outputs of the effectiveness of aspects of business ethics as the indepen-
dent variable on the dependent variable, namely entrepreneurial attitude in the
Table 5. As the initial output, the dependent variable of entrepreneurial attitude
based on nine independent variables is analyzed and a regression model and the
Enter method have been used.
Table 4 Demographic information

Frequency % Valid % Cumulative %
Sex Female 49 48.5 49.0 49.0
Man 51 50.5 51.0 100.0
Age Less than 35 26 25.7 26.0 26.0
35–45 years 55 54.5 55.0 81.0
45–60 years 18 17.8 18.0 99.0
More than 60 1 1.0 1.0 100.0
Marital status Single 21 20.8 21.0 21.0
Married 79 78.2 79.0 100.0
Level of education Diploma 3 3.0 3.0 3.0
Associate degree 10 9.9 10.0 13.0
Bachelors 52 51.5 52.0 65.0
Masters/higher 35 34.7 35.0 100.0
Type of employment Contractual 63 62.4 63 63
Official 37 36.6 37 100.0
Work experience Less than 10 28 27.7 28.0 28.0
10–20 52 51.5 52.0 80.0
20–30 19 18.8 19.0 99.0
More than 30 1 1.0 1.0 100.0
Table 5 Summary of model

Model R R square Adjusted R square Std. error of the estimate
1 0.789a 0.623 0.585 0.27882
a
Predictors: (Constant), The timely, honesty, secrecy, focusing on work, efficient use of time,
accountability, fairness, dignity customer, adherence to obligations
Table 6 ANOVA
ANOVAa
Model Sum of squares df Mean square F Sig.
1 Regression 11.558 9 1.284 16.520 000b
Residual 6.997 90 0.078
Total 18.555 99
a
Dependent variable: entrepreneurial attitude
b
Predictors: (Constant), the timely, honesty, secrecy, focusing on work, efficient use of time,
accountability, fairness, dignity customer, adherence to obligations
Table 7 Coefficients
Coefficientsa
Unstandardized Standardized
coefficients coefficients
Model B Std. error Beta t Sig.
1 (Constant) 1.725 0.395 4.368 0.000
Accountability 0.010 0.083 0.009 0.122 0.903
The timely 0.087 0.053 0.133 1.633 0.106
Fairness 0.080 0.049 0.141 1.633 0.106
Secrecy 0.132 0.064 0.153 2.076 0.041
Adherence to obligations 0.203 0.059 0.343 3.453 0.001
Efficient use of time 0.205 0.053 0.289 3.852 0.000
Dignity customer 0.192 0.049 0.337 3.933 0.000
Focusing on work 0.178 0.055 0.227 3.205 0.002
Honesty 0.031 0.017 0.134 1.847 0.068
a
Table 5 shows the summary of the model. The amount of correlation (R) is
0.789, which shows there is a relatively powerful correlation between independent
variables and the dependent variable (entrepreneurial attitude). But the adjusted
R-square which equals 0.585, shows that 58.5% of the variation of entrepreneurial
attitude among relevant organizations, depends on the nine independent variables
mentioned in this equation. In other words, the set of independent variables, pre-
dicts half of the variance of entrepreneurial attitude.
Due to the significance of F value in Table 6 (16.520) at the level of 0.01, we can
conclude that the regression model of study composed of nine independent vari-
ables and one dependent variable (entrepreneurial attitude) is a desirable model and
the collection of independent variables can determine the variation in entrepreneur-
ial attitude.
Table 7, due to the standardized regression coefficients, namely beta coefficient,
and the significance level of 0.05, shows which of one the independent variables
directly and significantly affect the dependent variable of entrepreneurial attitude
and which ones do not. The beta coefficient shows that adherence to commitments,
with a value of 0.343, has the highest effect on entrepreneurial attitude and the
existing relationship is direct and meaningful. Also variables of sense of duty,
timely presence in workplace, honesty and fairness do not have a significant
relationship with the variable of entrepreneurship due to significance levels being
higher than 0.05. And the variable of keeping business secrets has a negative effect
on entrepreneurial attitude.
5.1 Path Analysis
The aim of this study is to examine the effect of business ethics on managers’
entrepreneurial attitude. In this study, based on the theoretical conceptual model,
there are nine independent variables (ethics dimensions) and five dependent vari-
ables (as dimensions of entrepreneurship). Then, using multivariate linear regres-
sion and with the help of the table of coefficients and beta coefficient, path analysis
was carried out eventually the experiential model of the study was drawn.
Stage 1: examining the effect of independent variables ! innovation
To interpret the results above, standardized regression coefficients (Beta) were
used. According to the Table 8, the variable of adherence to commitments with a
beta coefficient of 0.257, has the biggest effect on innovation. Therefore, token, an
increase of one standard deviation in adherence to commitments variable, will
result in 0.257 standard deviation rise in innovation variable, and conversely, a
decrease of one standard deviation in adherence to commitments results in 0.257
standard deviation point decrease in innovation. It should also be noted that vari-
ables with significance levels of above 0.05 (sig > 0.05), do not have a meaningful
effect on innovation variable. According to standardized regression coefficients, the
graph of factors affecting innovation is drawn as follows (Fig. 3):
Stage 2: examining the effect of independent variables ! creativity
According to the Table 9, the variable of efficient use of time, with a beta of
0.314, has the biggest effect on the creativity variable. Based on this result, an
increase of one standard deviation in the efficient use of time, creativity goes up by
0.314 standard deviation. Conversely, with a decrease of one standard deviation in
efficient use of time, there will be 0.314 standard deviation point reduction in the
variable of creativity. According to the standardized regression coefficients, the
graph of factors affecting creativity was drawn as follows (Fig. 4):
Stage 3: Examining the effect of independent variables ! aspiration
According to the Table 10, the respect for customer dignity variable, with a beta
of 0.337, has the biggest effect on the aspiration variable. Based on this result, with
an increase of one standard deviation in the respect for customer dignity variable,
aspiration rises by 0.337 standard deviation point. Conversely, with a decrease of
one standard deviation in respect for customer dignity, there will be a 0.337
standard deviation point fall in the variable of aspiration. According to the
Table 8 Effect of independent variables on innovation

Coefficientsa
1 (Constant) 1.019 0.603 1.690 0.095
Accountability 0.243 0.127 0.175 1.914 0.059
Secrecy 0.066 0.097 0.062 0.680 0.498
Honesty 0.020 0.026 0.068 0.753 0.453
Focusing on work 0.173 0.085 0.180 2.045 0.044
Fairness 0.095 0.075 0.136 1.264 0.210
The timely 0.151 0.081 0.187 1.850 0.068
a
Dependent variable: innovation
Fig. 3 Factors affecting

innovation
standardized regression coefficients, the graph of factors affecting aspiration was

drawn as follows (Fig. 5):
Stage 4: examining the effect of independent variables ! self-confidence
According to the Table 11, the focus on work variable, with a beta of 0.354, has
the largest effect on the self-confidence variable. Based on this result, an increase of
one standard deviation in the focus on work variable, leads to a rise of 0.354
standard deviation point in self-confidence. Conversely, with a decrease of one
standard deviation in focus on work, there will be a 0.354 standard deviation point
fall in the variable of self-confidence. According to the standardized regression
coefficients, the graph of factors affecting self-confidence was drawn as follows
(Fig. 6):
Stage 5: examining the effect of independent variables ! autonomy
According to the Table 12, adherence to commitments variable, with a beta of
0.427, has the largest effect on the autonomy variable. Based on this result, an
Table 9 Effect of independent variables on creativity

Coefficientsa
1 (Constant) 1.893 0.616 3.071 0.003
Accountability 0.023 0.130 0.016 0.177 0.860
Secrecy 0.268 0.099 0.239 2.694 0.008
Honesty 0.071 0.026 0.236 2.697 0.008
Focusing on work 0.202 0.086 0.200 2.336 0.022
fairness 0.110 0.077 0.148 1.424 0.158
The timely 0.028 0.083 0.033 0.336 0.738
a
Dependent variable: creativity

creativity
increase of one standard deviation in the adherence to commitments variable,

results in a rise of 0.427 standard deviation point in autonomy. Conversely, a
decrease of one standard deviation in adherence to commitments, leads to a 0.427
standard deviation point decrease in the variable of autonomy. According to the
standardized regression coefficients, the graph of factors affecting autonomy was
drawn as follows (Fig. 7):
After examining the beta coefficients obtained in previous stages, the size of
effects of independent variables on dependent variables were determined and
shown according to priority as below:
Priority I.V. Beta D.V. affected

1st Respecting customer 1.147 Innovation, creativity, aspiration, self-
priority dignity confidence
2nd Adherence to 0.962 Innovation, self-confidence, autonomy
priority commitments
3rd Adherence to 0.962 Innovation, creativity, aspiration, self-
priority commitments confidence
Table 10 Effect of independent variables on aspiration

Coefficientsa
1 (Constant) 2.038 0.623 3.273 0.002
Accountability 0.165 0.131 0.120 1.256 0.212
Secrecy 0.112 0.100 0.106 1.114 0.268
Honesty 0.022 0.027 0.077 0.827 0.410
Focusing on work 0.218 0.087 0.228 2.492 0.015
Fairness 0.046 0.078 0.067 0.595 0.553
The timely 0.077 0.084 0.096 0.914 0.363
a
Dependent variable: achievement

aspiration
According to the identified priorities in the table above, the path analysis process
continues below.
Stage 6: examining the effect of independent variables ! customer dignity
Since the respect for customer dignity variable has the biggest effect on dimen-
sions of entrepreneurship (especially innovation, creativity, aspiration and
Table 11 Effect of independent variables on self-confidence

Coefficientsa
1 (Constant) 1.720 0.515 3.339 0.001
Accountability 0.232 0.109 0.178 2.137 0.035
Secrecy 0.043 0.083 0.043 0.514 0.609
Honesty 0.054 0.022 0.199 2.428 0.017
Focusing on work 0.320 0.072 0.354 4.429 0.000
Fairness 0.067 0.064 0.102 1.046 0.298
The timely 0.051 0.070 0.067 0.737 0.463
a
Dependent variable: self confidence

self-confidence
autonomy), in this stage the respect for customer dignity variable is assumed as the
dependent variable and other variables are assumed as independent variables.
According to the Table 13, only the adherence to commitments variable, with a
beta of 0.431, affects respect for customer dignity variable. According to standard-
ized regression coefficients, the graph of factors affecting respect for customer
dignity is as follows (Fig. 8):
Stage 7: examining the effect of independent variables ! adherence to
commitments
According to the Table 14, the fairness variable, with a beta of 0.466, has the
biggest effect on the adherence to commitments variable. And the sense to duty
variable has a negative effect on adherence to commitments. According to stan-
dardized regression coefficients, the graph of factors affecting adherence to com-
mitments is as follows (Fig. 9):
Table 12 Effect of independent variables on autonomy

Coefficientsa
1 (Constant) 1.954 0.800 2.442 0.017
Accountability 0.126 0.169 0.069 0.747 0.457
Secrecy 0.258 0.129 0.184 1.999 0.049
Honesty 0.029 0.034 0.076 0.840 0.403
Focusing on work 0.025 0.112 0.020 0.224 0.823
Fairness 0.084 0.100 0.091 0.842 0.402
The timely 0.282 0.108 0.264 2.614 0.010
a
Dependent variable: independence

autonomy
Stage 8: examining the effect of independent variables ! focus on work

According to the Table 15, only the keeping the business secrets variable, with a
beta of 0.247, affects the focus on work variable. According to standardized
regression coefficients, the graph of factors affecting focus on work is as follows
(Fig. 10):
Stage 9: examining the effect of independent variables ! entrepreneurial
attitude
At this stage after calculating the means of dimensions of entrepreneurial
attitude values, the effect of all independent variables on the entrepreneurial
attitude variable is examined.
According to the Table 16, the variable of adherence to commitments with a beta
coefficient of 0.343, has the biggest effect on the dependent variable of entrepre-
neurial attitude. Also variables of sense of duty, timely presence at work, honesty
and fairness, duo to significance levels of above 0.05 (sig > 0.05), do not have a
Table 13 Effect of independent variables on respect for customer dignity

Coefficientsa
1 (Constant) 0.752 0.844 0.891 0.376
Accountability 0.238 0.177 0.120 1.347 0.181
Secrecy 0.103 0.136 0.068 0.756 0.451
Honesty 0.013 0.036 0.033 0.370 0.713
Focusing on work 0.136 0.118 0.099 1.154 0.251
Fairness 0.160 0.104 0.160 1.534 0.129
The timely 0.143 0.114 0.124 1.262 0.210
a
Dependent variable: dignity customer

respect for customer dignity
Table 14 Effect of independent variables on adherence to commitments

Coefficientsa
Standardized
Unstandardized coefficients coefficients
1 (Constant) 1.171 0.742 1.578 0.118
Accountability 0.340 0.154 0.178 2.213 0.029
Secrecy 0.116 0.121 0.079 0.961 0.339
Honesty 0.114 0.030 0.287 3.767 0.000
Focusing on work 0.052 0.105 0.039 0.492 0.624
Fairness 0.449 0.080 0.466 5.585 0.000
The timely 0.402 0.092 0.362 4.373 0.000
a
Dependent variable: adherence to obligations

adherence to commitments
Table 15 Effect of independent variables on focus on work

Coefficientsa
1 (Constant) 1.930 0.717 2.691 0.008
Accountability 0.031 0.156 0.022 0.199 0.843
Secrecy 0.273 0.117 0.247 2.336 0.022
honesty 0.036 0.032 0.122 1.142 0.256
Fairness 0.037 0.092 0.051 0.401 0.689
The timely 0.059 0.100 0.070 0.589 0.557
a
Dependent variable: focusing on work
Fig. 10 Variables affecting

focus on work
meaningful correlation with entrepreneurial attitude variable, and the keeping

business secrets variable has a negative effect on entrepreneurial attitude. The
size if effects of independent variables on entrepreneurial attitude are shown in
the Table 17 according to their priorities.
Table 16 Effect of independent variable on entrepreneurial attitude

Coefficientsa
1 (Constant) 1.725 0.395 4.368 0.000
accountability 0.010 0.083 0.009 0.122 0.903
The timely 0.087 0.053 0.133 1.633 0.106
Fairness 0.080 0.049 0.141 1.633 0.106
Secrecy 0.132 0.064 0.153 2.076 0.041
Focusing on work 0.178 0.055 0.227 3.205 0.002
Honesty 0.031 0.017 0.134 1.847 0.068
a
Table 17 Effectiveness priorities of independent variables on entrepreneurial attitude

Priority influence Independent variable Beta coefficient
First priority Adherence to commitments 0.343
The second priority Respecting customer dignity 0.337
The third priority Efficient use of time 0.289
The fourth priority Focusing on work 0.227
The fifth priority Keeping business secrets 0.153

entrepreneurial attitude Respecting Efficient Use
Customer Dignity Of Time
0.337 0.289
Adherence To Entrepreneurial Focusing On

Commitments Attitude Work
0.343 0.227
According to standardized regression coefficients, the graph of factors affecting

the entrepreneurial attitude variable is as follows (Figs. 11, 12, 13, 14, 15 and 16):
The direct and indirect effects of independent variables innovation

Keeping Business Secrets 0.247 Focusing On Work 0.180 innovation
Fairness 0.466 Adherence To Commitments 0.257 innovation
Timely Presence In Workplace 0.362 Adherence To Commitments 0.257 innovation
Honesty 0.287 Adherence To Commitments 0.257 innovation
Sense Of Duty –0.178 Adherence To Commitments 0.257 innovation
Adherence To Commitments 0.431 Respecting Customer Dignity 0.229 innovation
Fig. 12 Indirect relationships with innovation
The direct and indirect effects of independent variables creativity
Adherence To Commitments 0.247 Respecting Customer Dignity 0.200 Creativity
Keeping Business Secrets 0.431 Focusing On Work 0.264 Creativity
Fig. 13 Indirect correlations with creativity
After calculating the direct and indirect effect of variables, the tables below were
obtained:
Independent Variables Direct Effect Indirect Effect The Total Effect

Sense Of Duty 0.175 –0.045746 0.129254
Keeping Business Secrets 0.04446 0.04446
Honesty 0.073759 0.073759
Focusing On Work 0.180 0.180
Respecting Customer Dignity 0.229 0.229
Efficient Use Of Time
Adherence To Commitments 0.257 0.098699 0.355699
Fairness 0.119762 0.119762
Timely Presence In Workplace 0.093034 0.093034

Sense Of Duty
Keeping Business Secrets –0.239 0.0494 –0.1896
Honesty –0.236 –0.236
Focusing On Work 0.200 –0.200
Respecting Customer 0.264 0.264
Dignity
Efficient Use Of Time 0.314 0.314
Adherence To 0.113784 0.113784
Commitments
Fairness
Timely Presence In
Workplace
The direct and indirect effects of independent variables Aspiration
Keeping Business Secrets 0.431 Focusing On Work 0.228 Aspiration
Adherence To Commitments 0.247 Respecting Customer Dignity 0.337 Aspiration
Fig. 14 Indirect correlations with aspiration

Sense Of Duty
Honesty
Dignity
Efficient Use Of Time
Adherence To 0.083239 0.083239
Commitments
Fairness
Timely Presence In
Workplace
The direct and indirect effects of independent variables Self-Confidence
Keeping Business Secrets 0.431 Focusing On Work 0.354 Self-Confidence
Fairness 0.466 Adherence To Commitments 0.278 Self-Confidence
Honesty 0.362 Adherence To Commitments 0.278 Self-Confidence
Timely Presence In Workplace 0.278 Adherence To Commitments 0.278 Self-Confidence
Sense Of Duty –0.178 Adherence To Commitments 0.278 Self-Confidence
Fig. 15 Indirect correlations with self-confidence


Sense Of Duty –0.178 –0.049484 –0.227484
Honesty –0.199 0.079786 –0.119214
Respecting Customer
Dignity
Adherence To 0.278 0.278
Commitments
Fairness 0.129548 0.129548
Timely Presence In 0.100636 0.100636
Workplace
The direct and indirect effects of independent variables Autonomy
Fairness 0.466 Adherence To Commitments 0.427 Autonomy
Timely Presence In Workplace 0.362 Adherence To Commitments 0.427 Autonomy
Honesty 0.287 Adherence To Commitments 0.427 Autonomy
Sense Of Duty –0.178 Adherence To Commitments 0.427 Autonomy
Adherence To Commitments 0.431 Respecting Customer Dignity 0.317 Autonomy
Fig. 16 Indirect correlations with autonomy

Sense Of Duty –0.076006 –0.076006
Keeping Business Secrets –0.184 –0.184
Honesty 0.122549 0.122549
Focusing On Work
Dignity
Adherence To 0.427 0.136627 0.563627
Commitments
Fairness 0.198982 0.198982
Timely Presence In –0.264 0.154574 –0.109426
Workplace
At the end, after concluding the results obtained from previous stages, the
significant correlations with a weight of above 0.3 are offered as the experimental
model of effect of ethics on entrepreneurial attitude in the Fig. 17.
efficient use of time
9
focusing on work
28
0.
innovation 4
0.31
7
22
sense of duty
0.
1 54
creativity 2 0.3
0.3
keeping business
secrets
aspiration
Entrepreneurial Business
Attitude Ethics honesty
self-
confidence 0.
33
7 0.3 fairness
0. 43
autonomy 33
7
timely presence 0.466
in workplace
0.3 0.427
17 0.362
adherence to
commitment
respecting
customer dignity 0.431
Fig. 17 The experimental model of the study

The aim of this study is to examine the relation between business ethics and
entrepreneurial attitude of managers. The research data were collected through
distribution of researcher-made questionnaires, the reliability and validity of
which were confirmed. Then, using multivariate linear regression and analysis
using SPSS 22 software, the effects of all dimensions of business ethics as inde-
pendent variables on dimensions of entrepreneurial attitude dimensions as depen-
dent variables were examined. The amount of effect on each one of the dimensions
was obtained using standardized regression (beta) coefficients, and the following
results were reached. According to the findings, there is a significant relationship
between business ethics and different dimensions of entrepreneurial attitude,
according to the research findings, business ethics affect entrepreneurial attitude
to a great extent. The findings of this research are in full agreement with the findings
of Chell et al. (2016), Zulkifli et al. (2015), Ironkwe and Promise (2015),
Staniewski et al. (2015), Witte (2014), Harris et al. (2011), Dunham et al. (2008),
Fateh Rad et al. (2015), Amini et al. (2012), and Qawamipour and Hashemi
Golpayegani (2010). The factor with the largest effect on entrepreneurial attitude
is adherence to commitments and afterwards respects for customer dignity, efficient
use of time, and focus on work, respectively, greatly and positively affect entre-
preneurial attitude. The findings if this study are congruent with the findings of
Azmi (2010) as well as Miller et al. (2002) which introduced the indices of presence
of business ethics as: peace at work, focus on work, efficient use of time, hard work,
self-reliance and fairness. After calculating beta coefficients and significance
levels, it was found that keeping business secrets, has a negative effect on entre-
preneurial attitude, while sense of duty, honesty, fairness, and timely presence in
workplace do not have significant correlations with entrepreneurial attitude. This is
not in agreement with the findings of Barone and Tellis (2015) which introduces
honesty, fairness, justice and so on as business ethical values and essential for the
survival and success of companies.
Therefore, due to the importance of entrepreneurship in organizational develop-
ment so much so that it can make up against many present challenges, managers are
advised to make use of existing resources and encourage employees to have
entrepreneurial attitude and behavior and implement their plans in order to improve
organizational efficiency, regardless of inflexible and rigid rules. Organizational
entrepreneurial attitude will entail synergistic effects on the long-term development
of the organization in various social, economic, and cultural dimensions. In this
respect, managers can establish units in the organization under the title “innovation
unit” or “entrepreneurship unit”, support innovative and entrepreneurial employees,
prepare the grounds for improving the methods and progress, and eventually
materialize the mid to long term goals of the organization. As is obvious form the
findings of the present as well as previous studies, various aspects of business ethics
have considerable effect on entrepreneurial attitude. And since many variables
including culture, familial situation, social welfare, environmental conditions,
economic, and social conditions and the like affect ethical perceptions and behav-
iors, it would be beneficial for managers to take measures to pay attention to these
factors in their organizations so that sine the moment of recruitment and entering
into the organization, the employees commit themselves to ethics and genuinely
believe that each ethical behavior is a step towards realizing organizational goals
and objectives and it won’t be overlooked by managers.
In this study, we also found that adherence to commitments positively affects
respect for customer dignity. Fairness, timely presence in workplace, and honesty
have positive effects and sense of duty has a negative effect on adherence to
commitments. The keeping of business secrets variable positively affects focus of
work. Thus, after identifying reasons leading to employee errors and reducing
their motivation, managers can work on alleviating them so that besides a timely
presence at work, employees can do their work with higher concentration and
motivation. Since, in this study, the variables of innovation, creativity, aspiration,
self-confidence and autonomy were considered as aspects of entrepreneurial
attitude, after direct and indirect analysis of the nine dimensions of business
ethics on each dimension of entrepreneurial attitude we found out that: Adherence
to commitments, respect for customer dignity, focus on work, and sense of duty,
keeping business secrets, fairness, timely presence in workplace, and honesty
have positive effects on innovation. Innovation, due to its importance, also
received attention in Ben Kurt’s study. Efficient use of time, respect for customer
dignity, focus on work and adherence to commitment, respectively, have the
largest effect on creativity, while keeping business secrets and honesty have
negative effects on it. Bushhuls and Rodental in a study titled: “the spirit of
entrepreneurship and quality from ethical decision-making: towards a united
framework” have expressed the importance of creativity in ethical decisions in
organization. Since creativity and innovation are known as the most important
indispensable factors and elements and contributors to entrepreneurship, and
entrepreneurship is the basis and framework for organizational development,
managers are advised to have comprehensive plans to identify employee creativ-
ity and to support them in order to guarantee the survival and avoid the breakdown
of the organization, and in a way that through educational opportunities, the
development and growth of individual employees and their creativity are facili-
tated. By developing and disseminating the culture of innovation and acceptance
for change, removing working time limitations, eliminating unnecessary rules,
boosting decentralized management and proper delegation of authority, managers
can also prepare the grounds for emergence of creativity and innovation as well as
much needed opportunities for professional growth among employees and facil-
itate expression of ideas and opinions, promotion on the basis of merits, fairness
in appointments and dismissals, possibility of utilizing expertise and skills,
organizational support against job threats, fewer concerns about permanent
employment, and clarity about duties and powers of operators.
Respect for customer dignity, focus on work, keeping business secrets, and
adherence to commitments have remarkable positive effects on aspiration. Factors
affecting self-confidence are: focus on work, efficient use of time, adherence to
commitments, keeping of business secrets, fairness and timely presence in work-

place as well as sense of duty and honesty which have negative effects. Also
adherence to commitments, respect for customer dignity, efficient use of time,
fairness, honesty and sense of duty have positive effects on autonomy, but keeping
business secrets and timely presence in workplace have negative effects on
it. Bryant (2009) too, in a study titled: “self-regulation and moral awareness
among entrepreneurs” concluded that entrepreneurs with their own characteristics
have a stronger control and higher awareness towards ethics and this leads to an
emphasis on personal integrity. As is shown in this study, one important dimension
affecting entrepreneurial attitude is the efficient use of time. We therefore suggest
that subsequent studies focus on how to manage time, usage of techniques, timing
and time-saving methods to improve the levels of entrepreneurial attitude and
consequently efficiency of the organization.
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Somayeh Moazami Goodarzi is a graduate from the Farabi

Institute of Higher Education. Somayeh holds an M.B.A. degree.
Her areas of expertise include human resource management,
business process re-engineering, creativity, ergonomics and
entrepreneurship. Somayeh has presented a couple of papers in
different conferences and also published some papers in aca-
demic journals.
Yashar Salamzadeh is a PhD scholar in Human Resources

Management, he is now working with graduate school of Busi-
ness at Universiti Sains Malaysia. He had published more than
100 research articles in International and National Journals and
conferences. He has the experience of 7 years teaching in MBA
and Master of Information management courses in four different
universities. He had worked as a project management in more
than ten national research projects. He has the experience of
5 years Management Consultancy for different Organizations.
He also has cooperated more than ten international Journals as
Editorial Board Member and Review Board Member. His fields
of interest include: Entrepreneurship, Business Models, Strategic
Management, Green Business and Networked organizations.
Aidin Salamzadeh is a Ph.D. researcher in entrepreneurship at

the Faculty of Entrepreneurship, University of Tehran. He has
several publications in international journals and participated in
national and international conferences in some countries. His main
areas of interest are startups, new venture creation, entrepreneurial
universities, social entrepreneurship and entrepreneurship policy
making. He is the editor in chief of the Journal of Entrepreneurship,
Business and Economics (JEBE) in Canada and serves as a member
of the editorial board in some journals such as Journal of Women’s
Entrepreneurship and Education (JWE) in Serbia and collaborates
as a reviewer with some journals in other countries. He is also a
member of the European SPES Forum (Belgium), the Asian Acad-
emy of Management (Malaysia), the Institute of Economic Sci-
ences (Serbia) and the Ondokuz Mayis University (Turkey).
Effect of Competitiveness and Orientation
to Export on Marketing Strategy of SMEs
Ali Salehi
Abstract This chapter provides a quantitative measurement of relationship between

competitiveness and commitment of businesses in export, and the marketing strategy
of SMEs by using correlation. The research population included all managers and
experts in export department of SMEs who had a record of working with Ghadir
Company, totaling 400 individuals. Using Cochran formula and Morgan table, the
sample size was reduced to 200 subjects, who were primarily selected via multi-stage
cluster sampling, and finally screened by random sampling. Results based on Pearson
correlation coefficient showed that there is a positive relationship among “firms’
commitment to export” and “the degree of competitiveness” with “the marketing
strategies of product, promotion, distribution and price”. Multivariate regression
analysis further showed that firms’ orientation to export” and “the degree of compet-
itiveness” has a significant, major effect on the marketing strategies of SMEs.
1 Introduction
This chapter reports results of a study on impact of competitiveness and export-

orientation on the marketing strategy of SMEs. The four marketing strategies
considered as dependent variables comprised Product strategy, Promotion strategy,
Price strategy, Distribution strategy.
In today markets, competitiveness plays a key role in the survival of organiza-
tions, both at their domestic markets and overseas. SMEs practicing export should
employ a sound assessment program in order to benefit from the advantage of
in this book.
A. Salehi (*)
e-mail: alisalehi60@ut.ac.ir

542 A. Salehi
competitiveness. Since export promotion plans are believed to result in a further

rise in the export volume of SMEs, as juxtaposed to larger players, the export-
oriented behavior of SMEs, as well as the factors affecting their marketing and
market-orientation, could be crucial in improving their export performance (Ejrami
et al. 2016).
Official figures show that Iran ranks 66 worldwide on “industrial competitive-
ness”, with Turkey, KSA, UAE and Qatar standing higher. Also, as to “industrial-
ization”, Iran’s stands at 48 among 144 states, with S. Korea leading and China
ranking 4th. Additionally, the World Bank, in its “Doing Business 2017” report
which compares 190 countries on ease of practicing business and the business
environment, placed Iran 3 steps lower worldwide at 120, compared to its previous
report. Also, on “global competitiveness”, the country went down two grades, to
76 (Central Bank of IRI 2017).
Amid the unfolding domestic competition and privatization, Iranian firms seem
to suffer from lack of plans essential for managing the degree of competitiveness in
export and its effect on marketing strategies. Adopting a descriptive-analytic
approach, the study investigated the two latter issues regarding SMEs, measuring
the relevant effect in each case.
2 Conceptual Framework
SME growth and success is viewed as key issues in economy. In Finland, consid-
erable effort has been put to internationalization of SMEs as a way to grow. The
Forest sector is particularly heterogeneous, while in some industries the domestic
market will not grow (for example, furniture sector) and, in turn, innovations in
other industries facilitate the transition toward international markets (for example
in bioenergy).
Complex and rapid changes over the past few decades, and the acceleration in
globalization have forced nations to further prepare for the upcoming change.
Running large firms would be considered an advantage up to a few decades ago,
claiming they would bring about a more dynamic and powerful economy. However,
despite the emergence of large corporations over that period, recent changes,
particularly round the clock innovations, the further complication of management
and decision-making processes and a need to arrive at instant, urgent decisions, as
well as the piling up of experiences from SMEs, is placing them at the fore.
SMEs are practically on top of agenda in many developed countries. With
smaller capitals needed, yields from SMEs are higher; yet, in creating jobs, their
role is prominent, as well as in paving the ground for innovation, invention and
export promotion. Experts seem to be in consensus that SMEs create most of the job
opportunities, and although growth in gross national income is multifaceted, those
enterprises’ role in the economic growth of their nations is quite conspicuous
(Sajjadi and Jafari 2016).
Effect of Competitiveness and Orientation to Export on Marketing. . . 543
SMEs’ significant role in producing wealth, creating jobs, reducing expenditures

and shedding poverty has turned them into driving forces for resolving economic
problems; for the same token, modern theories of economic development have
shifted focus from macro to micro levels, considering economic development the
result of a nation’s endeavor to provide a suitable business environment for SMEs’
operation. With such emphasis, figures worldwide indicate the prominence of
SMEs in the growth of developed, as well as developing countries, creating almost
in two of new jobs, while already having employed approximately half of the
workforce (Swirsky 2004).
Reasonable investment on new technology is suggested to turn businesses into
frontrunners within the boundaries of their industry sectors. Technology increases
productivity, improves production quality and competitiveness, and lowers taxes
and long term costs, among other advantages. Both large firms and SMEs may
benefit from novel technology, and have practically shown a tendency toward such
investment, in order to overcome obstacles on their paths and to achieve their
business goals (Arabzad et al. 2013).
Whether the organization is operating in the entire or part of the market would
cause a further variation in the strategies adopted. Among the innumerous sides of
competitive advantage, two major aspects may be suggested as the common
denominator, i.e. the firm’s “commitment to export” and “degree of export com-
petitiveness”; in turn, they affect the marketing strategy picked by SMEs and shape
their economic behavior.
As businesses are concerned with devising proper marketing strategies and
developing and understanding of the issues affecting such planning, this study
investigated the relation between “commitment to export” and “degree of export
competitiveness” within the context of SMEs, using the model depicted in Fig. 1.
Marketing
Orientation strategy
to Export H1
Product
H2 strategy
H3
Promotion
H4 strategy
H9
H5
H6 Price
strategy
H7
Degree of H8
competitiveness Distribution
strategy
Fig. 1 Conceptual model

544 A. Salehi
3 Research Hypotheses
Put simply, the hypotheses propose a relationship between each pair of factors
(with hypothesis number coming in the end); i.e., there is a relationship between:
H1: The firm’s more orientation to export and the product strategy for the overseas
market.
H2: The firm’s more orientation to export and the promotion strategy for the
overseas market.
H3: The firm’s more orientation to export and the price strategy for the overseas
market.
H4: The firm’s more orientation to export and the distribution strategy for the
overseas market.
H5: The export market’s degree of competitiveness and the product strategy for the
overseas market.
H6: The export market’s degree of competitiveness and the promotion strategy for
the overseas market.
H7: The export market’s degree of competitiveness and the price strategy for the
overseas market.
H8: The export market’s degree of competitiveness and the distribution strategy for
the overseas market.
H9: The firm’s orientation to export and the export market’s degree of
competitiveness.
4 Methodology
The study adopted a descriptive-analytic approach, using survey for data collection
and correlation for data analysis. The population comprised all managers and
talented experts in the export department of SMEs who had a record of working
with Ghadir company, summing up to 400 people. Cochran formula and Morgan
table, yielded 200 as the sample size.
Using a multi-stage cluster sampling, the primary sample was collected and via
random sampling, the final sample was selected. To pick the managers and experts
in each subsection, random sampling was used.
To ensure instrument validity, a questionnaire was distributed among some
professors in the field and face validity was confirmed. Subsequently, content
validity was tested by a sample of 15 experts in the field, confirming that the
questionnaire was valid. Chronbach’s alpha was then used to test the reliability of
the questionnaire as the means of data collection. Actually, at first a group of
25 respondents filled in the questionnaires, and then Cronbach’s alpha and SPSS
software gave the calculation of internal consistency of the constructs relating to the
indicators, and different scales in the questionnaires were measured, resulting
respectively in some coefficients, namely for “product competitive strategic
variables”, 0.78, for “distribution competitive strategies”, 0.77, for “promotion

competitive strategies”, 0.76, for “price competitive strategies”, 0.76, and the
overall alpha for the entire instrument was 0.77. As noted, the questionnaire itself,
and the various indicators within it, all enjoyed high levels of reliability and
validity. However, some minor modifications were made next. For the analysis of
statistical tests, Pearson correlation coefficient and multivariate regression analysis
were used.
5 Findings
Descriptive results and findings are presented in Table 1.

Considering the results obtained from the above table, among the respondents,
91% were male, and 9% were female. 73.5% held a master’s degree, while 26.5%
had a bachelor’s. 56.5% were 31–40 years of age, while 4% were 20–30; and 39.5%
were above 41. While 16.5% had an executive job, 50.5% held an expert position,
and only 33% were in managerial jobs. 12.5% had a work experience of 10–14
years, while 81.5% had 15 years of experience or more.
Table 1 Demographic characteristics of the respondents

Comments Frequency Percentage
Gender Female 18 9
Male 182 91
Total 200 100
Level of education Bachelor’s degree 53 26.5
Master’s degree 147 73.5
Total 200 100
Age 20–30 8 4
31–40 113 56.5
41 or older 79 39.5
Total 200 100
Type of job Managerial 66 33
Executive 33 16.5
Expert 101 50.5
Total 200 100
Years of work experience 10–14 25 12.5
15–20 75 37.5
21–25 67 33.5
26 or older 33 16.5
Total 200 100
546 A. Salehi
5.1 Analytic results
In order to measure the relationship between higher orientation of the firms to

export and the strategies of price, promotion and distribution on the one hand, and
on the other, the relationship between the degree of export market’s competitive-
ness and above strategies, Pearson correlation test was conducted. Results are given
in Table 2.
Hypothesis 1 There’s a relationship between the firm’s more orientation to export
and the product strategy for the overseas market.
Based on Table 2 results, r ¼ 0.19 and sig ¼ 0.01, there’s a correlation and
positive/meaningful relationship at 99% degree of certainty and an error margin of
less than 0.01%. Therefore, hypothesis 1 (H1) is verified and H0, which indicates
the contrary is rejected. So, as the firm’s orientation to export increases, there
should be a proportionate increase in the product strategy for the overseas market,
and vice versa.
and the promotion strategy for the overseas market.
less than 0.01%. Therefore, hypothesis 2 (H2) is supported and H0, which indicates
the contrary is rejected. Hence, as the company’s orientation to export increases,
there should be a proportionate increase in the promotion strategy for the overseas
market, and vice versa.
and the price strategy for the overseas market.
Table 2 Results of Pearson correlation coefficient test

Correlation Meaningfulness
Variables coefficient level (p)
Firm’s more orientation to export—product strategy 0.19 0.01
Firm’s more orientation to export—promotion strategy 0.49 0.01
Firm’s more orientation to export—price strategy 0.54 0.01
Firm’s more orientation to export—distribution strategy 0.53 0.01
Export market’s competitiveness degree—product 0.68 0.01
strategy
Export market’s competitiveness degree—promotion 0.60 0.01
strategy
Export market’s competitiveness degree—price strategy 0.71 0.01
Export market’s competitiveness degree—distribution 0.56 0.01
strategy
Firm’s more orientation to export—export market’s 0.46 0.01
competitiveness degree
less than 0.01%. Therefore, hypothesis 3 (H3) is approved. So, H0, which indicates
there should be a proportionate increase in the price strategy for the overseas
and the distribution strategy for the overseas market.
there should be a proportionate increase in the distribution strategy for the
overseas market, and vice versa.
Hypothesis 5 There’s a relationship between the export market’s degree of com-
petitiveness and the product strategy for the overseas market.
the contrary is rejected. So, as export market’s degree of competitiveness increases,
there should be a proportionate increase in the product strategy for the overseas
petitiveness and the promotion strategy for the overseas market.
there should be a proportionate increase in the promotion strategy for the overseas
petitiveness and the price strategy for the overseas market.
less than 0.01%. Therefore, hypothesis 7 (H7) is verified. So, as export market’s
degree of competitiveness increases, there should be a proportionate increase in
the price strategy for the overseas market, and vice versa.
petitiveness and the distribution strategy for the overseas market.
548 A. Salehi
there should be a proportionate increase in the distribution strategy for the
overseas market, and vice versa.
Hypothesis 9 There’s a relationship between the firm’s orientation to export and
the export market’s degree of competitiveness.
the contrary is rejected. Therefore, as the firm’s orientation to export increases,
there should be a proportionate increase in the export market’s degree of compet-
itiveness, and vice versa.
6 Multivariate Regression Analysis
6.1 Testing the Complementary Hypothesis
Regression analysis builds on the principle of prediction. That is, the more known
about a phenomenon, the higher the quality of speculation of its other properties
will be. In the multivariate regression analysis, several parameters come into play,
where the multivariate regression coefficient (R) indicates a correlation between the
independent variables and the dependent one. R ranges from 0 to 1, and the closer it
is to 1, the higher the level of correlation among the independent variables and the
dependent one.
To measure the effect of “firm’s orientation to export” and “competitiveness of
the export market” on the product, promotion, price and distribution strategies, the
multivariate regression method was used. Results of regression analysis are sum-
marized below.
“Firm’s orientation to export” with the standardized impact coefficient of 0.38
on price strategy, 0.24 on promotion strategy, 0.23 on distribution strategy, and 0.21
on product strategy, have each had the highest standardized coefficients on different
aspects of SMEs marketing strategy. Therefore, it is suggested that:
• Firm’s orientation to export has the highest standardized impact coefficient on
price strategy, at 0.38. So, a standard deviation (SD) of change in the firm’s
orientation to export, would entail a 0.38 SD of “price strategy”.
• Firm’s orientation to export has the second largest standardized impact coeffi-
cient on promotion strategy, at 0.24. So, a SD of change in the firm’s orientation
to export, would yield a 0.24 SD of “promotion strategy”.
• Firm’s orientation to export has the third largest standardized impact coefficient
on distribution strategy, at 0.23. So, a SD of change in the firm’s orientation to
export, would result in a 0.23 SD of “distribution strategy”.
• Firm’s orientation to export has the fourth largest standardized impact coeffi-
cient on product strategy, at 0.21. So, a SD of change in the firm’s orientation to
export, would give a 0.21 SD of “product strategy”.
Moreover, based on the multivariate regression analysis results, “export mar-
ket’s competitiveness” with the standardized impact coefficient of 0.44 on promo-
tion strategy, 0.43 on distribution strategy, 0.23 on distribution strategy, and 0.42 on
price strategy, and 0.21 on product strategy respectively had the highest standard-
ized coefficients at different dimensions of SMEs marketing strategy. Therefore, it
can be concluded that:
• “Export market’s competitiveness” has the highest standardized impact coeffi-
cient on promotion strategy, at 0.44. So, a SD of change in the independent
variable “export market’s competitiveness”, would entail a 0.44 SD of “promo-
tion strategy”.
• “Export market’s competitiveness” has the second largest standardized impact
coefficient on distribution strategy, at 0.43. So, a SD of change in the indepen-
dent variable “export market’s competitiveness”, would result in a 0.43 SD of
“distribution strategy”.
• “Export market’s competitiveness” has the third largest standardized impact
coefficient on price strategy, at 0.42. So, a SD of change in the independent
variable “export market’s competitiveness”, would yield a 0.42 SD of “price
strategy”.
• “Export market’s competitiveness” has the fourth largest standardized impact
coefficient on product strategy, at 0.21. So, a SD of change in the independent
variable “export market’s competitiveness”, would give a 0.21 SD of “product
strategy” (Fig. 2).
7 Conclusion
Iranian businesses may improve their shares in those markets amid the rise in foreign
currency exchange rates and the likely increase in the competitiveness power of their
products and services in overseas markets (i.e. price, distribution, etc.) as an impor-
tant aspect of marketing mix and by preserving or improving quality and doing
international market research, managing export marketing and branding of
manufactured products, with the ongoing advice of export professionals. To adapt
to the status-quo, businesses should empower their export departments, as the
purchasing power at domestic markets is falling, and export markets need to be
targeted more often. So, as firms make efforts to increase their market share, and to
attract more customers, the arrival of Iranian firms into new markets could bring
550 A. Salehi
Fig. 2 Regression model showing effect of firm’s orientation and export competitiveness on
marketing strategy
about more experience in bids and negotiation techniques, and might increase the
country’s foreign trade income directly by providing services in design, consultation,
management, supply and planning, as well as construction of projects with special
contracts, or indirectly via promotion of goods export. This would result in the spread
of research and innovation, increase the quality of goods and services, and create new
opportunities for unexplored potentials, especially in consultation and construction
contracting. In practice, financial problems, both domestically and overseas, of
monetary organizations, still linger as major obstacles on the path of export firms.
Results of the current study show that there is a meaningful and positive
relationship between firms’ orientation to export, the degree of competitiveness
of businesses or SMEs, and all the four marketing strategies (product, promotion,
distribution and price). In fact, the orientation has greatly affected the latter set of
strategies. It can therefore be concluded that improvement in the market share of
SMEs, amid competition, has a close relationship with firms’ orientation to export,
which in turn is the most significant factor in implementing marketing strategies.
7.1 Suggestions
Based on the above findings, the following solutions and suggestions are proposed:
Given the results from testing hypotheses 1–4, to bring about qualitative and
quantitative growth in the marketing strategies of SMEs, the communication
network and group activities in the firms’ competition system should be put on
top of the agenda. To that end, proper mechanisms ought to pave the way for utmost
development of a competitive system.
As to hypotheses 5–8, to enhance the competitiveness of SMEs in export
markets, strategies should be used in ways that help identify the quality and quantity
of different aspects of competitiveness.
As for the hypothesis 9, indicating a meaningful relationship between firms’
orientation to export and the degree of competitiveness of export market, a new
perspective could be taken on businesses and SMEs as to their particular export
processes, which may lead to either success or failure of the firm in the export
market. If the process of export is broken down into steps, a major step would be to
choose the marketing strategies. This needs to be performed by a key department,
which is overlooked in Iranian businesses. A failure to persist, whether in
manufacturing or marketing arenas, to devise a full-fledged marketing plan is
another weakness that has resulted in lost opportunities in promoting export. That
is why the appropriate approach to marketing could bring about improved distri-
bution and expansion of sales, as well as better design and pricing practices.
Based on results of the complementary hypothesis, indicating the effect of firms’
orientation to export on marketing strategies, export promotion and marketing of
SMEs, a support package for improving the financing of SMEs involved in export
to regional markets ought to be attached to the strategic plan of national export
promotion, considering that sanctions are in effect. The package could come in
three sections, i.e. the solutions, actions and business policy development.
Also, it is suggested that businesses propose an export-driven action plan (either
from scratch or by further reinforcement of an existing backbone) not only as part of
their vision, but also as their long term mission. This could result in “purchase of
export know-how” and selection of the right strategies and practice of export
marketing management, in more systematic ways.
References
Arabzad, S. M., Ghorbani, M., & Shahin, A. (2013). Ranking players by DEA—The case of
English Premier League. International Journal of Industrial and Systems Engineering, 15(4),
443–461.
Central Bank of IRI. (2017). Quarterly report on economic indicators. Iran: Central Bank
Publications.
Ejrami, M., Salehi, N., & Ahmadian, S. (2016). The effect of marketing capabilities on compet-
itive advantage and performance with moderating role of risk management in importation
companies. Procedia Economics and Finance, 36, 22–28.
Sajjadi, S. H., & Jafari, A. (2016). Study of small, entrepreneurial firms. Research report of the
Ministry of Industry, Mine and Commerce of IR Iran.
Swirsky, S. (2004, Spring). The implications of market share changes on the market’s pricing of
earnings. The Florida State University, College of Business.
552 A. Salehi
Ali Salehi is a researcher and senior lecturer in international

management and marketing at the University of Tehran. He is the
author of the books Strategic Management (2014, Tehran),
Bureaucratic Management in Iran (2015, Tehran) and Effective-
ness of Human Sources (2015, Tehran) and numerous articles in
Iranian and international academic journals and press.
Part IX
Big Data, Machine Learning and New
Technological Trends
Disruptive Innovation for Auto Insurance
Entrepreneurs: New Paradigm Using
Telematics and Machine Learning
N. Arun Kumar and Siva Yellampalli
Abstract Currently, Motor insurers are playing a passive role in terms of identi-
fication of risk incidents for the policy holders. Traditional insurance does not
differentiate safe drivers and unsafe drivers. Since they do not have the vehicle
telematics data of the policy holders. Many insurance corporations are planning to
utilize telematics data to build a model of predictive risk for policy holder and claim
possibility. They can reward safe drivers by low premiums and/or no-claim bonus.
Likewise, unsafe drivers need to pay extra risk premium. This means drivers have a
stronger incentive to adopt safer practices. This chapter describe black-box auto
insurance predictive model utilizing basic telemetry like GPS sensor data for usage
based insurance. Predictive model is developed using binary logistic regression
machine learning technique. It is an informative chapter for entrepreneurs since it
highlights the business proposition from an insurer perspective to gain competi-
tiveness in highly commoditized insurance market.
1 Introduction
Existing insurance billing models are based on policy data and claims data. Policy
data include vehicle cost, depreciation, first party or third party claims, and tenure
of the policy. Claims data include number of claims and claim amount. Currently
market segmentation is based on claims and we have no-claim and claim customers.
It encourages customers to drive cautiously by giving no-claim bonus. This descrip-
tive model is general and the premium cost is fixed since it does not consider usage.
So customers who have low annual mileage with good driving behavior subsidize
bad drivers who have higher annual mileage and exhibit reckless driving. It is unfair
to good drivers and does not penalize bad drivers. So there is a need to rationalize
the premium cost based on miles driven and driving behavior and provide value
addition to insured. It has been observed that there is a growing competitiveness in
N. Arun Kumar (*) · S. Yellampalli

VTU Extension Centre, UTL Technologies Ltd, Yeshwanthpur, Bangalore, Karnataka, India
e-mail: arunkumar.nageswar@itcinfotech.com; siva.yellampalli@utltraining.com

556 N. Arun Kumar and S. Yellampalli
insurance companies to reduce the number of claims and to prevent fraudulent

claims. Usage based insurance (UBI) is seen as the next generation insurance model
which fosters win-win to both insurers and insured.
In the proposed predictive model, premium is rationalized based on the usage and
it is called risk-adjusted premium. It considers historical usage and predicts the
future usage and categorizes customers accordingly. It categorizes customers as
“Risk” or “No Risk”. This customer segmentation is accomplished by leveraging the
technological advances in Telematics and Machine Learning. A customer catego-
rized as “Risk” need to pay higher risk-adjusted premium compared to “No Risk”
customer. This proposed new billing model goes beyond customer expectation by
proactively alerting a driver regarding his/her behavior. By reducing risk there is
likelihood of reduction of claims which benefit the insurers. So it promotes road
safety and adds more rigor to already existing premium calculation mechanism.
Insurance companies have started providing insurance policies which add value
to customers based on usage. These polices are classified in to three classes based
on the parameter being considered for determining the usage. Mile-based insurance
is the simplest form and considers only miles driven. Pay how you drive (PAYHD)
and Pay as you drive (PAYD) insurance policies measure driving behavior in
addition to distance travelled. The rigor in terms of type of usage is more in
PAYHD compared to PAYD. Analytics related to driving behavior can be derived
from telematics. PAYD may use aggregated GPS data to measure excessive speed,
travel time without break, speed and time-of-day information, usage of mobile
while driving, distance and time travelled. It may also include statistical informa-
tion regarding the historic riskiness of the road. Telematics provide an advantage to
the user by providing immediate feedback loop to the driver regarding the risk
involved and the dynamic cost of the insurance. So it acts as a deterrent to the driver
to restrain from reckless driving immediately for safety of self, co-passengers and
pedestrians. Eventually policy holder gain monetary benefit by lower premiums or
bonus additions. PAYHD policies include additional sensors like accelerometer.
PAYD has two schemes namely basic scheme and extra risk premium. In basic
scheme only kilometers travelled is considered. Extra risk premium scheme is
applicable if someone drives too long without a break or travels at an excess
speed. In this chapter, predictive modeling is used for extra risk premium scheme
(Tselentis et al. 2016). It describes the low level architecture of the logistic
regression model used in auto insurance risk premium calculator
1.1 Scope
The Logistic regression model (LRM for short) is used in an auto insurance risk
premium calculator to predict the risk from features extracted from GPS data. In risk
premium calculator, the LRM is used to perform regression and binary categorical
classification of risk. The accuracy of the LRM as a ratio of correct predictions to
number of predictions done is computed by using two features from GPS data.
Disruptive Innovation for Auto Insurance Entrepreneurs: New Paradigm. . . 557
1.2 Existing Implementations
PAYD insurance policies are offered by many insurance companies across the
world, collecting data in a variety of methods. It differs on the level of privacy
provided to the users.
WGV, a German insurance company gather vehicle speed and location infor-
mation and it is being verified whether speed limit is adhered. If the speed exceeded
for a given route, then the policy holder earns “negative” points that will have an
impact on risk premium.
Progressive Casualty Insurance (US) and AVIVA (Canada) use proprietary devices
which connect to OBDII (On Board Diagnostics II) port of the vehicle. This device
collects trip start and end time, miles driven, duration of trip, number of sudden starts
and stops, and time and date of each connection/disconnection to the OBDII port. This
data is reviewed by the user in a computer and can be exchanged with the insurer.
In Germany, Swiss Re and DVB Winterthur insurance companies have a similar
device to exchange data with the insurer. Route information, behavior of the user,
kilometers travelled and route information is inferred by using GPS.
Hollard Insurance provide PAYD insurance based on GPS, which records all the
data related to location, time and stores it in a server. The policy holder can access
the policy details using internet.
Progressive Insurance Corp. (US), registered the US Patent US5797134 to
capture necessary data using GPS and transmit it using GSM network. The data
includes safety equipment used (seat belts, turning signals . . ..). It also includes
driving behavior like rate of acceleration, rate of braking and observation of traffic
signals and speed.
Norwich Union (UK), owner of European patent (EP) number 0700009 and
Uniqa Group (Austria) follow the architecture using GPS and GSM. However, data
is limited to time of day, riskiness of the road and kilometers driven.
MAPFRE (Spain) use architecture using GPS and GSM. The data includes
percentage of night hours, average speed, time of day, type of road driven, average
length of trips and kilometers driven.
STOK (Netherland) use architecture using GPS and either active or passive way
to transmit data to the server. Passively by USB, Blue-tooth or wirelessly or
actively by using GSM network. The statistics and trip logs are accessible by
insurance companies and user (Troncoso et al. 2011). The summary of all existing
PAYD implementation is given in Table 1.
1.3 Existing Predictive Models
Annual risk can be calculated as the product of per-mile risk and annual mileage. It
was found that a relationship exist between reduction in VMT (vehicle miles
travelled) and reduction in risk. Mileage is not the only important risk factor.
Table 1 Existing PAYD implementations

Methodology for Methodology for
Company Country data gathering transmission of data Patent
WGV Germany GPS User submission
Progressive US Device in the User submission using
Casualty vehicle internet
Insurance
AVIVA Canada Device in the User submission using
vehicle internet
Swiss Re Germany Device in the User submission using
vehicle internet
DVB Winterthur Germany Device in the User submission using
vehicle internet
Hollard South Africa GPS GSM
Progressive Insur- US GPS GSM US5797134
ance Corp
Norwich Union UK GPS GSM EP0700009
Uniqua Austria GPS GSM
MAPFRE Spain GPS GSM
STOK Netherland GPS Passive or active
However, it has a substantial impact on risk. It has an influential factor on risk

prediction along with other factors and not alone (Litman 2006).
Poison and Linear models were used to predict insurance risk using annual
mileage. It showed that mileage contributed explanatory power when used along
with other risk factors (Ferreira and Minikel 2012)
Premium cost model based on mileage, location, time and driving behavior was
built. Premium was based on fixed cost plus additional cost based on the linear
combination of above mentioned risk factors and coefficients (Boquete et al. 2010).
We may encounter insufficient exact knowledge of risk factors and a large
combination of these factors are needed for the prediction of risk. In this case
fuzzy-linguistic approximation apparatus is suitable for projection of the evaluation
of the ride which is used to calculate the insurance premium (Kantor and Stárek
2014).
A comparison of the performance of three models namely, logistic regression,
random forests and artificial neural networks model was performed. Three months
of data was sufficient to obtain best risk estimations (Baecke and Bocca 2017).
1.4 Design Overview
A GPS device with GSM (GPRS enabled) with required control board will be fixed
into the vehicle as shown in Fig. 1. This device will be powered from the vehicle’s
battery. GPS capabilities provided include Speed, Idle time, Latitude and Longitude
of the vehicle. It shall have a battery in it for the failsafe mechanism if the vehicle
Fig. 1 GPS deployment architecture
battery has been disconnected or drained. The device shall be able to store the GPS
Sentences in case of non-availability of the GSM network and the same shall be
pushed to the server in the First In First Out basis (FIFO). The device shall provide
OTA (Over the Air) based firmware upgrades. The device configuration settings
like server address and other details should be configurable by SMS. The device
shall be configured to send GPS Sentences as Web Requests. The HTTP based Web
Requests will be received by public IP server. The device shall directly talk to Web
Server which shall aggregate the telematics data and insurance data. It hosts the
machine learning algorithm and generates the reports regarding the predictive risk
(Husnjaka et al. 2015)
LRM is a customized version of generalized linear model and it is similar to
linear regression (McCullagh and Nelder 1989). It is based on Machine Learning
architecture shown in Fig. 2. It is used to compute the possibility of a dichotomous
outcome “Risk” or “No risk” based on one or more independent variables which are
called as predictors or features. The features are extracted from GPS data namely
average speed and average driving time.
Machine learning architecture involves model, input, output and classifier. Any
model before deployment needs to be learnt using offline system. In this case,
mapped GPS and Insurance data is used as training dataset. Typically, it includes
Risk, Average speed and Average driving time for each insurance policy holder.
Classifier is specified during online learning of the model and it is also called
classification cut-off. The model is scalable wherein new features like mobile usage
Training Data
→ →
{ (x (1) ,y (1)),..., (x (N),y (N)) }
→ Input
where x (i ) = (x 0(i ),..., x d(i )) →
object encoded with features
x = (x 0,..., x d )
Offline
Online
Training Model classifier
System
Sub-system
TRAINING
Final
Output predicition
y (response/dependent variable)
Fig. 2 Machine learning architecture
by driver, road condition can be added. Model can be calibrated using classifier and
updated using online learning mechanism.
Risk is dependent on many factors namely, terrain, usage of mobile while
driving, vehicle age, maintenance cycle, speed, road condition, travel time without
break and driving behavior. “Risk” or “No Risk” is a dependent variable and speed,
road condition, travel time without break and driving behavior are independent
variables. LRM shall predict a discrete outcome with the assumption that there is no
linearity between independent variables and dependent variables.
2 Methodology
Predictive analytics provides three learning techniques namely, supervised,

unsupervised and reinforcement. In supervised learning predictions are made
based on set of examples. It looks at different patterns and choose the best pattern
to make predictions. In unsupervised learning the data is grouped in clusters so that
complex data appears simpler or organized. Reinforcement learning choose an
action in response to each data point. In the current context, supervised learning
shall suffice to identify the behavioral pattern. Supervised learning can be used for
classification, regression and anomaly detection. In the current scenario, classifica-
tion methodology is chosen to perform segmentation by dividing the customers in
to subsets with common behavior and homogeneity. Consequently, implementing
strategies and decision making shall be easier. The primary objective is to quantify
risk-adjusted premium based on customer segmentation.
Classification may be two-class or multi-class. Since we are interested in “Risk”
or “No Risk” it is two-class classification. There are five primary factors which
impact the choice of algorithm for classification namely, accuracy, training time,
linearity, number of parameters and number of features. Accuracy of the model may
Device
Data
Claims Risk-adjusted
Model
Data Premium
Policy
Data
Fig. 3 Data sources
be accurate or approximate and it has an impact on the processing time. Training

time is related to accuracy and it is key when time is limited. Linearity is an
assumption made in the model that data trends follow a straight line and classes
can be separated by a straight line. The error tolerance and number of iterations of
the model are affected by number of parameters. If there are many features it may
slow down the processing time of model.
Some of the prominent algorithms for two-class classification are logistic
regression, decision forest, decision jungle, boosted decision tree, neural network,
average perceptron, support vector machine, locally deep support vector machine
and Bayes’ point machine. In the current scenario, logistic regression is chosen
since it is simple and fast. It exhibits excellent accuracy, fast training times and
support use of linearity (Fig. 3).
2.1 Infrastructure
Risk-adjusted premium policy requires GPS unit with GSM network connectivity to
be installed in the vehicle. Insurance companies need to host predictive analytical
software which receive the GPS data and to process it for business insights. The
GPS unit need to have configuration and firmware upgrade capability, battery
failsafe mechanism, in-built memory for storing historical data, intelligence to
check the GSM availability and send the aggregated data. The device may be
procured from vendors or insurance companies may go for their own product. In
either case the cost implication of the device need to be considered. Consequently,
this equipment need to be certified for data transfer laws for telematics devices.
Likewise, insurance companies need to adhere to legal considerations that the
insured telematics data is used only for insurance purposes only. So there is an
overhead cost with regard to compliance of data protection laws. The deployment
and operational cost of the policy and the ROI need to be studied further. This
section provides an overview regarding the business entities and operational
challenges.
2.2 Algorithm of Logistic Regression
Aggregated sensor data are transformed in to probabilities using logistic function.

The obtained probabilities are discrete so it can be used directly to perform
regression or predict future usage. So link function called logit is used to convert
these probabilities to continuous values and regression is performed. Consequently,
predictive model is built. However, it may not be functioning with the desired
accuracy. So online learning is performed using stochastic gradient descent tech-
nique to optimize the model and to achieve the desired accuracy (Table 2).
2.2.1 Processing of Claim and Policy Data
After claim settlement, insurance companies perform reconciliation of the claim

data in order to arrive at the next premium amount to be paid by policy holder. In
general, premium is based on vehicle group or type, year of registration and
previous claim amount. However this information is not used for predicting risk
involved during the policy period.
Historical vehicle insurance claim data was obtained from insurance company
for a fleet of 418 different vehicles used in distribution network of FMCG industry.
Claim data consists of policy holder age, vehicle category, and year of registration,
average cost of claim amount and count of claims. This data is maintained by
insurance company at the initiation of the policy and also during claim settlement.
The average claim amount is an indicator of the risk for the corresponding policy
holder. Policies which have average cost of claim above a threshold value set by
insurance company is categorized as “Risk” and others are categorized as “No
risk”. This customer segmentation based on usage shall be used as training dataset
so as to improve the accuracy of the model (Table 3)
2.2.2 Processing of Device Data
Insurance claim data is mapped with telematics data of the fleet to create training
dataset. Telematics data consists of aggregated GPS data, which are average speed
and average driving time. The training data has one categorical dependent variable
called risk and two independent continuous predictor’s namely average speed and
average driving time for each vehicle in the fleet. This training data is used to learn
the predictive model by computing the coefficients (Table 4).
Table 2 Algorithm steps

Step Procedure Result
Processing of Aggregating the data Pre-requisite to predict the risk profile of
device data customer
Processing of Mapping with historical device Training data preparation based on risk
claim and policy data profiles
data
Online learning Training the model and Accuracy improvement
configuration of learning rate
Calibration Configuration of classification Model accuracy optimization based on
cut-off external factors like road condition, terrain
and route
Prediction Segmentation of customers Risk-adjusted premium is calculated for
based on the risk profiles and each customer
mileage
Table 3 Claim and policy data

Vehicle Policy holder Vehicle Vehicle year of Average claim Claim
ID age group registration amount count
Table 4 Device data

Vehicle ID Average speed Average driving time Mileage Date and time stamp
3 Results
Bubble chart plotted for as subset of vehicles for risk which is linearly proportional
to average speed and average driving. Bubble with bigger size is risk and smaller
size is no risk (Fig. 4).
It is observed that segmentation of customer as “Risk” or “No risk” is dependent
on GPS device data, Insurance claim and policy data and model classifier data. GPS
data is the actual data for which prediction shall be computed. Insurance data is
used for offline and online learning of the model. Model classifier data is the
classification cut-off threshold used in the calibration of the model. It is dependent
on other factors like road condition, terrain, atmospheric condition and used to the
fit the model.
The learned LRM model was used to predict risk for a given GPS dataset of a
month. Consequently, reconciliation was performed with insurance claim data of
2 years to compute the segmentation. It was observed that accuracy was 51%. The
Fig. 5 shows the predicted outcomes p ¼ 1 (Risk) and p ¼ 0 (No Risk) against the
features (Fig. 6).
Distribution of Risk
100
90
80
70
Average speed
60
50
40
30
20
10
0
–2 0 2 4 6 8 10 12
Travel time without break
Fig. 4 Distribution of risk
GPS Data
R
I
S
Model Classifier K Insurance Data
Data
Fig. 5 Relationship diagram
3.1 Analysis of Results
In this chapter, telematics and insurance data of 418 vehicles were analyzed.
Consequently, a predictive model with 51% prediction accuracy was developed
using binary logistic regression technique. This model has the key advantage of
calibration on the fly as per the business needs. Any degradation of the model can be
circumventing by updating the model with online learning and tuning the classifi-
cation cut-off. The cutoff value can be configured based on the aging of the vehicle,
1.0
0.8
0.6
Prob(y=1)
0.4
0.2
0.0
0 2 4 6 8 10
x
Fig. 6 Customer segmentation of risk and no risk
engine run in hours, road condition and terrain, driving behavior and other factors.
It also helps the researcher to study the influence of one independent variable like
driver behavior on the outcome risk while keeping other predictors constant.
However, the predictive model drifts as the dataset size increases from moderate
to large and features increase. Further study is needed regarding the comparative
study of predicting risk in usage based auto insurance using SVM, Decision tress
and other models. A benchmark would help the insurance companies to choose the
appropriate tool.
An attempt has been made to create a synergy or fusion of insurance claim data
and telematics data to predict risk. As on today, the insurance companies do not
have business insight regarding the potential insurance claim. This information is
vital in terms of business planning of insurance companies and also in alerting the
policy holder regarding the imminent risk. So that the policy holder can take
necessary precaution for safety. Following observations was made during execution
of the model:
1. On correlating the accuracy of the learned model (70%) and executed model
(51%) there was a dip of 19% due to other factors like road condition, terrain,
vehicle maintenance cycle and mobile usage during driving which were unac-
counted in the classification cut-off value of 0.5.
2. It is recommended to calibrate the model by performing online learning and
revisiting the classification cut-off based on the above mentioned factors for the
next execution in order to improve the accuracy
3. An additional feature namely, Jerk energy can be included in GPS dataset by

using accelerometer to measure the driving behavior and improve the accuracy
of the model
4. Prediction of risk can be planned on a fortnightly basis in order to improve the
accuracy of the model instead of monthly basis
5. Segregating Insurance claim data based on average claim amount alone as
“Risk” or “No risk” may skew the training data. It is recommended to include
an additional feature like vehicle year of registration or policy holder age in
training dataset.
3.2 Application
Due to privacy concerns personal vehicle owners are reluctant to embrace UBI.
However, commercial vehicles, distribution network and public transport network
owners are eager to leverage the UBI benefits (Introducing Pay How you Drive
Insurance, 2016). We can list the following benefits:
1. Insurers can enhance lower premiums for non-risk drivers to improve volume
which is profitable (Lovick 2011)
2. Improve pricing accuracy based on risk profiles (Introducing Pay How you
Drive Insurance, 2016)
3. Enhance efficiency and effectiveness of claims processing by using telematics
data as evidence and automating the process (Lovick 2011)
4. Prevention of fraudulent claims and underwriting, stronger customer engage-
ment (Introducing Pay How you Drive Insurance, 2016)
5. Stronger customer engagement and retention of profitable accounts (Digital
Insurance Telematics Solution, 2017)
6. Reduce claim costs
7. Differentiate brand and De-commoditization (Introducing Pay How you Drive
Insurance, 2016)
8. Initiating new revenue generating personalized and customized value add ser-
vices like Geo-fencing, Tracking, Automated Maintenance, Stolen vehicle
recovery, Route planning, Reduce fleet costs (Introducing Pay How you Drive
Insurance, 2016)
9. New entrepreneurs serving customers through smart phones or online touch
points (Top 10 Trends in Insurance in 2016, 2016)
4 Conclusion
Traditional segmentation of pricing auto insurance based on descriptive model shall

be rendered obsolete by this new predictive model. By using market segmentation
insurance companies can encourage low-mileage drivers by attractive rates and
appropriately price un-profitable high-mileage drivers. Risk-adjusted premiums

shall improve pricing accuracy, enhance safety, and reduce claims and fraud
reduction. By market segmentation, insurers can focus and strategize policy
changes and improve their competitiveness. While insured customers obtain
value addition in terms of financial incentives as per usage accordingly.
Customers are concerned regarding privacy since the vehicle shall be tracked by
GPS. So privacy friendly methodology wherein instead of sending instantaneous
location information only aggregated data is sent to the insurer. Lack of transpar-
ency with regard to calculation of risk-adjusted premium has led to mediocre
customer acceptance of UBI. This model is simpler and can be understood by any
common insured person.
Customer segmentation improves premium pricing accuracy since it is risk-
adjusted. It enables insurers to reduce premium for profitable customers with low
risk and increase premium for non-profitable customers with high risk. It also enables
customize services like contextual driving tips based on driving behavior which in
turn reduce claims (Digital Insurance Telematics Solution, 2017). It also enhances
customer engagement by customizing products based on the segment. With the
geospatial location and behavioral data, it automates first notice of loss (FNOL)
and first report of injury (FROI) reporting (The Telematics Advantage: Growth,
Retention and Transformational Improvement with Usage-Based Insurance, 2012).
Which in turn reduces latency time in investigation, settlement and downtime of
vehicle. By supplementing claim data with the crash data fraud can be decreased. To
summarize, UBI is the key for improved customer experience and retention, effi-
ciency in claims settlement by streamlining manual process in to automation process,
improved product pricing and to reduce losses due to claims and fraud. Insurance
companies who embark on the journey of UBI shall increase the market share and
remain competitive in highly commoditized market.
Acknowledgments Authors are thankful to VTU Extension Centre, UTL Technologies Ltd
for providing the much needed infrastructure to conduct our research. We are also thankful to
Dr. B.S. Nagabhushana, Professor, Department of Electronics and Communication Engineering,
B.M.S College of Engineering, Bengaluru, India for his guidance.
References
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Arun Kumar Nageswar is a student in Visvesvaraya Techno-

logical University, Belagavi, India, pursuing Master of Technol-
ogy in the field of digital electronics. He has a bachelor of
engineering in electronics from B.M.S. College of Engineering,
Bengaluru, India. Business analytics and machine learning is his
main area of interest. Arun has presented research papers in IEEE
seminars and has published research papers in IEEE Xplore
Digital Library.
Siva Yellampalli is currently working as a principal with VTU

Extension Centre, UTL Technologies Ltd. He obtained his M.S.
and Ph.D. from Louisiana State University. His area of research is
system level design for power optimization. His area of research
encompasses different research fields such as VLSI, mixed signal
circuits/systems development, MEMS and CNT sensors. He has
published a book in the area of mixed-signal design and edited
two books on carbon nanotubes. He has published 70 plus inter-
national journal papers and IEEE conference papers. In addition,
he has delivered keynote speeches at international conferences
held in Canada, Dubai and Spain including tutorials at various
IEEE International Conferences.
Business Challenges of Big Data
Application in Health Organization
Parisa Sadat Marashi and Hojatollah Hamidi
Abstract The growing trend of using information technology (IT) in the present
era has been associated with generating a huge amount of data. Throughout the
history, the healthcare industry has generated a large amount of data on patient care.
The current trend of is in the direction towards digitalization of these large amounts
of data. Digital data and information in healthcare organizations are growing
extensively. These data are gathered from a variety of sources and create new
challenges, which lead to a lot of changes in health sciences. In the near future, the
high availability of digital data makes it difficult to handle them, and big data will
overcome the traditional scales and dimensions. Today, improving the performance
of the healthcare industry depends on having more information and more organized
knowledge. Big data allow us to do a lot of works that could not have been done in
the past. The progress of IT and solutions for management of big data can lead to
more effective outcomes in healthcare. This article begins by presenting the current
and future statue of big data in healthcare and then explains the features of big data
in the area of health as well as the potential benefits of studying big data. Finally, it
identifies and ranks the challenges of using big data by the use of a multi-criteria
decision-making technique. The aim of this study is to identify the most important
challenges for the adoption of big data solutions for healthcare organizations.
in this book.
P.S. Marashi (*)

Department of Information Technology, South Tehran branch, Islamic Azad University,
Tehran, Iran
e-mail: parisa.marashi@yahoo.com
H. Hamidi
Department of Industrial Engineering, K. N. Toosi University of Technology, Tehran, Iran

570 P.S. Marashi and H. Hamidi
1 Introduction
With the increasing use of IT as well as the use of digital equipment, in all of which
there is data production, today we are faced with an issue called “data volume
explosion” and with how these large and varies data and information can be
managed, controlled, and processed with regard the structure in IT area and use it
to improve structures and profitability.
In scientific areas, research on big data across the various scientific disciplines
has been raised as a hot topic. Health and life sciences are among the most active
areas where big data research is taken into account. As shown in Fig. 1, the extent of
attention to big data in the field of health has been changed in recent years. Since
2009, academic studies on big data in the health area have increased with ups and
downs, and tendency to study on this area has been grown day by day. At the
moment, the extent of search for big data in health is at its peak. The importance of
studying big data in health will increase in the future.
Digital information in the health area is growing extensively. Each year, one
billion GB of data related to patients are generated by new information systems in
the field of health (Kuo 2014). In 2012, digital health data throughout the world is
estimated at 500 Pb and is expected to reach 25,000 Pb by 2020 (Sun 2013). Also, it
is predicted that each year, the global growth of health data will be between 1.2 and
2.4 Eb (Hughes 2011). Due to the huge amount of data that are generated contin-
uously with high speeds and variables are added to the dataset in a short time, they
are called “the big data of health”. The data set in the healthcare sector is so large
and complicated so that its processing, analysis, and maintenance traditional data-
base management systems or data processing applications are very difficult. There-
fore, big data management systems need to be developed in such a way that they
can overcome this problem (Wang 2015). Creating the special capabilities of big
data IT is necessary in big data management system, so it is needed to provide
definitions of big data capabilities (Wade 2004; Priem 2001): the ability to manage
a huge amount of different data that allows analyzing and real-time reaction is
considered as one of the capabilities of big data (Hurwitz 2013); Another capability
of big data is the ability to capture, maintain, manage, and process data with a
specific expiration date. One of the benefits offered big data capabilities compared
to traditional systems is the unstructured and semi-structured data collecting from
2009 2010 2011 2012 2013 2014 2015 2016
Fig. 1 Distribution of the amount of attention to big data in the field of health based on years
(Google Trends-big data in health, 2009–2016)
Business Challenges of Big Data Application in Health Organization 571
current and past customers in order to gaining useful knowledge for better decision
support, predicting customer’s behavior by the software “predictive analyzer”, and
maintaining valuable customers by providing immediate functions (Simon 2013).
Such advances have created great markets for active organizations in the issue of
health. The possibility of offering new services is provided through macro data
(Shah 2012). Macro (big data) will improve public health through policy-making
and health programs, provide new sources of economic value, and provide a new
insight into government accountability (Manyika 2011). Through macro data
related to a patient, health organizations can get a more complete view of healthcare
coordination’s, health management, and patient interaction through patient care
(Archenaa 2015). However, these organizations, before using big data need to
understand their inherent abilities in acquiring organizational agility and opera-
tional optimization, and thus enhancing competitive advantage and creating value.
The healthcare sector as an organization that need skillful staffs with knowledge,
due to association with society’s health, is required to use efficient ways to offer
services with better qualities, lower health costs, and timely fixing the needs of
clients, which is only possible in the light of new methods of information manage-
ment and assigning appropriate resources to analyzing big data. The combination of
big data and new and old management technologies based on health information is
the key to healthcare evolution (Wang 2015). Extracting information from health
big data set can help improve measures, increase safety and eliminate excessive and
unnecessary costs. However, some challenges remain to be overcome. The above
points emphasize the importance and necessity of paying attention to the challenges
of employing big data applications for health organizations. The use of big data,
especially in health information technology, faces many challenges, which deserves
extensive research and should be well-informed.
To date, the healthcare industry has not paid much attention to the potential
benefits of big data. While most pioneering data studies have adopted technical
views, it is necessarily to gain better understanding about the strategic implications
big data because organizations need to use adaptable and intelligence strategies for
success and competition in a thriving environment. Also, healthcare organizations
need to identify and rank the challenges of using big data for its implementation in
order to provide better services and more productivity to exploit potential benefits
of big data. To address this shortage, this study provides an overview of the analysis
of healthcare big data as it emerges as a new discipline. With regard to the above
statements, the investigation of the new areas of activity provided by the big data to
the organizations that are active in the healthcare industry and the identification of
emerging markets can increase the competitiveness of these organizations and
make them more successful in future competitive markets. As a result, using
multi-criteria decision-making techniques, this paper aims to identify and prioritize
the challenges of using healthcare big data. Also, the functional goals are: (1) Help-
ing managers of healthcare organizations to deal more effectively with the chal-
lenges faced by big data; (2) Identifying the most important challenges in using big
data affecting the implementation of big data projects in healthcare organizations;
(3) Helping to improve the quality of exploiting the potential values of big data and
using the potential of big data in healthcare research.
2 Literature Review
Successful applications and programs of big data technologies in business (McAfee

2012), biomedicine, and in particular in health sciences and healthcare (Hansen
2014) have led to the growing global popularity of big data (Huang 2015).
Healthcare organizations have recently found a comprehensive understanding of
the potential values of big data, and healthcare systems have shown that they are
prepared to take advantage of big data solutions and use the potential of big data in
healthcare research. Some of the uses and functions of big data in healthcare are
listed in Table 1.
Table 1 A summary of studies and functions of big data in health sciences

Author and year Findings
Duan, L., Street, W. N., and Xu, E. (2011) The nursing care ordering system is proposed
for supporting clinical decision, nursing
training, and controlling clinical quality
Hoens, T. R., Blanton, M., Steele, A., and Reliable medical recommendation
Chawla, N. V. (2013) system—suggests to keep privacy. This
medical system recommends and suggests a
list of the best physicians based on the
patients’ satisfaction with doctors
Wiesner, M. and Pfeifer, D. (2104) Offered Health Recommendation System
(HRS) in the context of the Personal Health
Recording System. In this system, medical
information have been generally accepted or
scientifically proven. The purpose of HRS is to
provide and prepare medical information
related to the patient’s personal health status
Ginsberg, J., Mohebbi, M. H., Patel, R. S., Google has provided a tool called “Google Flu
Brammer, L., Smolinski, M. S., and Brilliant, Trends” to determine the trend of the flu, as
L. (2009) well as an overview on the flu outbreak
(Carneiro 2009). According to the Internet
searches, the number of people who show flu
symptoms can be estimated, which, with the
same results, was 7–10 days earlier than the
anticipation of administrative CDCa networks
(Dugas 2013)
Signorini, A., Segre, A. M., and Polgreen, Twitter is a social network that reflects
P. M. (2011) popular thoughts and can tell about public
Paul, M. J. and Dredze, M. (2011) events such as the spread of contagious
diseases (Signorini 2011). By studying Twitter
pages and analyzing keywords of the early
signs of the disease, the risks of diseases such
as cancer, influenza, depression, pains/
suffering, allergies, obesity, and dental disease
can be estimated (Paul 2011)
(continued)
Table 1 (continued)
Author and year Findings
Delios, A. (2014) Technology-led companies have introduced
many advanced products. For example, Apple
Watches by Apple, which measures heart rate,
Latin by Baidu, who measures blood lipids,
MUMU by Baidu, which measures blood
pressure (Huang 2015), and Baidu’s Smart
Chopsticks, which measures PH levels, tem-
perature, the calories and freshness of frying
oil (Delios 2014)
Honicky, R., Brewer, E. A., Paulos, E., and In order to collect information on air pollution,
White, R. (2008, August) they suggested adding and connecting sensors
to GPS-equipped mobile phones
Jiang, P., Winkley, J., Zhao, C., Munnoch, R., PING YIANG: Provides a wearable sensor
Min, G., and Yang, L. T. (2014) system for continuous monitoring of old and
outgoing data to big data systems
Salih, A. S. M., and Abraham, A. (2014) It evaluates group designs and different hybrid
algorithms for developing a new intelligent
decision-making and healthcare system that
contributes to health monitoring using
wearable sensors
Chandola, V., Sukumar, S. R., and Schryver, Varour chandola et al.: to understand how
J. C. (2013, August) each of these areas contributes to
understanding the health dimension, they
analyzed healthcare data using social network
analysis, temporal analysis, exploring text and
building a higher order property
Muni Kumar, N. and Manjula R. (2014) Muni kumar Netal: discusses how big data
analyzes is useful for changing rural
healthcare by gaining a views about their
clinical information and effectively take the
right decisions
Nambiar, Raghunath, et al. (2013) Asthmapolis: The company has created a
global positioning system (GPS) that controls
the use of patients’ inhalation and ultimately
leads to the treatment of asthma
Stephanie Baum (2013) Diabetes and Big Data: Diabetic patients can
also benefit from the Big Data Revolution. A
company named “Common Sensing” has been
manufacturing Gocap. Insulin pre-filled carts
that not only record the amount of insulin
consumed per day, but also record specific
times and amounts of consumption. This
information is transmitted to the mobile
phone. These data are then available to
healthcare professionals and allows them to
diagnose problems before they are
exacerbated and to know the appropriate dose
or level (Mathew 2015)
a
Centers for Disease Control
3 Features of Big Data in the Healthcare Area
As shown in Fig. 2, big data can be defined using features related to volume,
velocity, variety, honesty and value (which is called the 5V model) (Mathew 2015):
Volume: The data are continuously generated from real-time health monitoring
systems in large volumes: EPRS, EHRS, laboratories, sensor devices, and so on.
Velocity: The need to process real-time data from current data such as remote
patient monitoring, data from sensor devices, remote medical information, and
so on.
Variety: Structured, semi-structured and unstructured data can be gathered from a
variety of sources, such as conversations between individuals and patients,
health community blogs, social media, and so on.
Veracity: Checking the quality of the data.
Value: This is the most important value of big data, checking the value of the data.
The most challenging part of health care data is the management of structured,
semi-massive amount of structured, semi-structured and unstructured data. The
healthcare industry also needs to work on prediction, prevention, and personaliza-
tion to improve its outcomes.
VOLUME
• Health-related
data (exponenal
VARIETY
•Data from in-hospital
growth of big VELOCITY
•and in- home devices
data)
• Real-me data
•personal medical
records • high rate
•Omics profiling data
•Biometrics sensors data
VERACITY VALUE
• Error-free • Health
5V's of Big Data
• credible data Knowledge
• data quality
in Healthcare Mining
Fig. 2 Five-Variable model for healthcare big data

Table 2 Definition of criteria

Main
criteria definition
Volume The data size is exponentially growing. Various resources, such as social networks,
web server logs, traffic flows, satellite imagery, audio streams, bank transactions,
web content, government documents, etc., generate a lot of data
Velocity The data is produced at very fast speed and at real-time through applications and a
lot of sensors in the environment. Many applications need to respond user upon
data entry. In some cases, we may not be able to wait sufficiently, for example, to
process a report in the system for a long time
Variety There are many types of data sources and diversity in the data type, resulting in a
lot of data structures. For example, on the Web, people use different software and
browsers to send information. Most of the information is received directly from
humans, and so error existence is inevitable. This variety will affect the compre-
hensiveness of the data. The more variety exists; the more likely error will occur
4 Conceptual Definitions
Challenge: refers to the problems that prevent the proper implementation of a plan
(here the implementation of big data projects in the field of health).
Data: can be anything like patient history, doctor’s prescription, medical pic-
tures, drug photos, pharmacy information, medical journals, diagnostic reports,
health insurance information, social media information, sensor data, etc.
Conceptual Definitions of the Main Research Criteria
So far, many challenges have arisen in the area of big data, which, to some extent,
theoretically reveal various aspects of the problems in this area. These challenges
have been mentioned as 3V’s in three main dimensions: data volume, data velocity
(rate), and data variety (Tables 2 and 3).
5 Research Method
The present study is descriptive-surveying. The statistical sample includes experts

in this field (professors and postgraduate students) who are familiar with the subject
of “big data”. The data gathering tool was a researcher-made questionnaire. The
data are from the academic year of 2016–2017.
In order to achieve the analysis challenges, first, big data were evaluated and
explored by the library method of similar research and, finally, the challenges
proposed by Kuo, Mu-Hsing et al. were introduced as the main challenges in the
big data analysis. Data were collected to answer the research questions by
researcher-made questionnaire. The questionnaire is based on three indicators that
include nine sub-indicators (terms or components). Validity and reliability of the
questionnaire have been confirmed by experienced professors. Expert Choice
Table 3 Definition of sub-criteria

Main
criteria Sub-criteria Definition
Volume Transferring large Large data research projects usually involve several orga-
amounts of data nizations, geographically diverse locations, and a large
number of scholars. Large amounts of data cause barriers
to data exchange among groups
Various sources Large data on healthcare can be gathered from a variety of
sources, including: Internal [e.g., EHR, Clinical Decision
Support Systems (CDSS), Computerized Physician Order
Entry (CPOE), Picture Archiving Communications System
(PACS), etc.] and external [government resources, labs,
pharmacies, insurance companies, Health Maintenance
Organization (HMOs), etc.] resources
Different geographic Macro-data on health care can be obtained from a variety
locations of locations (geographically, as well as on healthcare pro-
vider sites such as hospitals, clinics and medical clinics)
Velocity Complexity of the If problem is simple to analyze, such as “how many years
analysis issue are the average age of diabetes patients in the world?”, then
a simple average calculation algorithm can achieve
answers at a time proportional to the number of records. If
the study question is NP-hard (non-definite hard polyno-
mial problems), the calculation time can be super-
exponential. (For NP-hard analysis problems, the calcula-
tion time for finding solutions increases exponentially with
increasing number of records)
Inadequate real time of The primary goal of healthcare macro-data processing is
processing the use of computational models to predict complex health
phenomena from complex and large-scale datasets. Delay
in the processing time of complex data patterns can lead to
a reduction in the quality of patient care
Parallelism of the For analyzing big data, parallelism of many statistical
computation model analysis methods or data mining algorithms is difficult
Variety Integration of different healthcare big data are divided into structured data such as
data formats traditional Electronic Health Records (EHRs), semi-
structured data such as health record monitoring devices,
and unstructured data such as the EHR/Personal Health
Record (PHR), and Medical Picture Clinical methods and
are often in different formats (flat files, Comma-Separated
Values (CSV), relational tables, ASCII/text, etc.).
Healthcare data do not comply with any standard stan-
dards. Integration of heterogeneous data sources is a chal-
lenge that otherwise contributed to more important views
on existing data. The development of global laboratories,
hospital systems, surgery rooms, IT finance and e-Health
records (EHRS) systems are an important barrier to linking
(integrating) data in an integrated database system. The
health big data is incredibly large, distributed,
non-structured, and heterogeneous, so that it is too com-
plex and confusing to integrate and transform all of them
(continued)
Table 3 (continued)
Main
criteria Sub-criteria Definition
Data quality The quality of data control, basically, determines the upper
bound or product quality of the data. For example, GIGO
(Garbage In! Garbage Out!) is a term, which means that if
futile input information are used, then outputs will be
futile. Data quality is critical for obtaining reliable data
views, making decisions about patients’ healthcare, and
obtaining optimal results
Interpreting the main If decision makers do not understand the identified and
results discovered patterns, the ability to analyze big data is of
limited value. Unfortunately, due to the complex nature of
the analysis science, providing analytical results and the
expression and interpretation of them by the use of
non-technical specialists are a major challenge
software was used to analyze the data. AHP technique was used to rank the
challenges of analyzing the health big data.
– Analytical Hierarchy Process (AHP)
The analytical hierarchy process (AHP) is in fact one of the most compre-
hensive systems designed for decision making with multiple criteria. Analytical
Hierarchy Process has been introduced by Thomas. L Saati.
– Steps of Analytical Hierarchy Process (AHP)
1. Formation of hierarchical structure of the research
2. Preferential judgments
3. Calculations of relative weights
4. Integration of relative weights and obtaining the final weights of the
indicators.
The identification of the indicators of the major challenges of big data was done
through the study of the literature as well as experts’ opinions. Three indicators of
volume, velocity and variety of data were considered as evaluation indicators. In
the next step, we need to identify the sub-indicators. Finally, nine sub-indicators for
the triple indicators were selected. After identifying the indicators and
sub-indicators, we enter the steps of the analytical hierarch process.
Step 1: Formation of Hierarchical Structure of the Research In forming a
hierarchical structure, the organization’s goal is placed at the highest level and is
considered as a zero-level. Research indicators are placed at the next level, the level
one. And the research sub-indicators are placed at the second level. Figure 3 shows
the hierarchical structure of our research.
In this research, indicators are the same as that of big data and their challenges,
which were identified, screened and categorized using research literature and experts’
opinions. Table 4 shows the research indicators and the symbols used for them.
Level 1
Level 0
Level 2
Transferring a large amount
of data
Various sources Volume
Different geographic
locations
Complexity of analysis problem
Inadequate real time of

Main
Veracity
process challenges of
Parallelism of big data
computation model
Integration of different
data formats
Data quality Variety

Interpreting the main
results
Fig. 3 Hierarchical structure of the research
Table 4 The list of research criteria

No. Criteria Symbol Criteria Symbol
1. Volume C1 Transferring large amounts of data C11
Various sources C12
Different geographic locations C13
2. Velocity C2 Complexity of the analysis issue C21
Inadequate real time of processing C22
Parallelism of the computation model C23
3. Variety C3 Integration of different data formats C31
Data quality C32
Interpreting the main results C33
Step 2: Preferential judgments After the formation of hierarchical structure,

questionnaires were designed and distributed to collect experts’ judgments. In the
analysis hierarchy process, the factors existing at each level should be compared to
those above their level. According to the figure, the indicators of level 1 should be
compared with the factors at higher level of them, i.e. target, pairwise. Also, the
sub-indicators of level 2 should also be compared with the indicators of level 1
pairwise. Nine-Likert scale was used to answer to the questions in the questionnaire
(Table 5). In the following, an example of a pairwise comparison table and how it is
completed is presented.
Here we will have four pairwise-comparison questionnaires, which are as fol-
lows: (1) Pairwise comparison questionnaire, which compares the Level 1 indicators
with the target; (2) Paired comparison questionnaire, which compares the
sub-indicators of the indicator “volume”; (3) Pairwise comparison questionnaire,
which compares the sub-indicators of the indicator “velocity”; (4) Pairewise Com-
parison Questionnaire, which compares the sub-indicators of the indicator
“variety”.
Step 3: Comparison of Relative Weights The following methods can be used to
calculate relative weights: (1) Least squares method; (2) Logarithmic least squares
method; (3) Eigenvector method; and (4) Approximate methods.
Usually, approximate methods are used due to the ease of routine methods and
they include the following four methods: (1) row sum; (2) column sum; (3) arith-
metic mean; (4) geometric mean.
We use the method arithmetic mean to calculate the weight. To do this, we first
divide the elements of each column by the sum of that column to obtain a
normalized matrix. In the next step, the sum of the values of each row of the
normalized matrix should be divided by the matrix dimension (number of rows or
columns) to obtain the relative weights of each of the sub-indicators relative to its
own indicator. The sum of the relative weights in each questionnaire should always
be equal to one.
Step 4: Calculating the Final Weight of the Options We must obtain the relative
weight of all the questionnaires in order to calculate the final weight of the options.
– Calculation of the Inconsistency Ratio

Almost all calculations of the analysis hierarchy process are based on the initial
judgment of the decision maker, which appears in the form of a pairwise-
comparison matrix, and any errors and incompatibilities in the comparison and
determining the significance between the sub-indicators and indicators will distort
the final result obtained from the calculations. Inconsistency Ratio is a tool that
specifies compatibility and shows how much confidence can be derived from the
comparisons.
For example, if option A relative to B is with “more significance” (preferential
value 3) than B and B relative to C is with “the same or a bit more significance”
(preferential value 2), then it is expected that A relative to C is with “More
580
Table 5 Table of evaluation and pairwise comparison

A bit more More Much more
Same or a significance significance significance to
Significance Same bit more A bit more to more More to much more Much more full Full
type significance significance significance significance significance significance significance significance significance
Quantitative 1 2 3 4 5 6 7 8 9
or preferen-
tial value
P.S. Marashi and H. Hamidi
significance to much more significance” [Preferential value 6 (2 3)]. If the

respondent chooses a value other than this, this would create an inconsistency. It
may be easy to compare two options, but when the number of comparisons increases,
it is not easy to ensure compatibility of comparisons and this confidence should be
achieved using the consistency ratio. The experience has shown that if the inconsis-
tency ratio is less than 10.0, then the consistency ratio is acceptable and otherwise
the comparisons should be revised.
After identifying the hierarchical structure of the research, it is necessary to
calculate and evaluate the weight of research indicators compared to the target. In
order to calculate the weight of the research indicators compared to the target, a
pairwise comparison of the indicators was developed. After creating a pairwise-
comparison questionnaire, the research indicators have been provided to the experts
to complete their research objectives. By completing the pairwise-comparison
questionnaire, we put them into Excel software to evaluate and weigh the main
indicators of the research compared to the target. If the level of inconsistency of the
pairwise-comparison matrix of the main indicators is significant (less than 0.1),
then we address them, otherwise the pairwise-comparison questionnaire must be
returned to the experts to be reviewed. Since the number of experts in this study was
more than one, the inconsistency ratio of all pairwise-comparison questionnaires
was first assessed and then the average of their verification was calculated. Among
the three main indicators, the indicator C1, i.e. volume, has gained the highest
weight, so it is among the main indicators of the highest significance. The Indicators
Variety and Velocity are also at the next ratings (Table 6).
In the second section, we try to use a pairwise-comparison questionnaire to calculate
the relative weights of the sub-indicators of each of the main criteria (Table 7).
Now we can use the relative weight of the research indicators compared to the
target and the relative weight of the second-level indicators compared to the main
indicators in order to calculate the final weight of the second-level indicators. In
order to obtain the final weight of the second-level indicators, the relative weight of
the main indicators should be multiplied by the relative weight of the second-level
indicators. In this study, we use the Expert Choice software to obtain the final
weights of the second-level indicators. The following table gives the final weight of
the indicators based on the research goal (Table 8).
As you can see, among the research options that are in fact the second-level
indicators, the indicator “transferring large amounts of data”, which is a component
of the indicator Volume, is the most important among all the indicators. The
indicator “integration different data formats”, which is a component of the indicator
“Variety”, is ranked second, and “parallelism of the computation model”, which is
one of the velocity indicators, are ranked third.
Table 6 The prioritization Priority Challenges (main indicators) Relative weight

results of the triple indicators
First Volume 0.425
(level 1)
Second Velocity 0.296
Third Variety 0.279
Table 7 Results of the relative weights of nine sub-indicators and three main indicators based on
the technique
Relative weight Relative weight of
Indicator of indicator Rank Sub-indicator sub-indicator Rank
Volume 0.425 1 Transferring large 0.576 1
amounts of data
Various sources 0.244 2
Different geographic 0.180 3
locations
Velocity 0.279 3 Complexity of the anal- 0.115 3
ysis issue
Inadequate real time of 0.247 2
processing
Parallelism of the com- 0.638 1
putation model
Variety 0.296 2 Integration of different 0.689 1
data formats
Data quality 0.149 3
Interpreting the main 0.162 2
results
Table 8 Prioritization results of the sub-indicators (level 2) based on the final weight
Priority Sub-indicator Final weight
1 Transferring large amounts of data 0.245
2 Integration of different data formats 0.204
3 Parallelism of the computation model 0.178
4 Various sources 0.104
5 Different geographic locations 0.076
6 Inadequate real time of processing 0.069
7 Interpreting the main results 0.048
8 Data quality 0.044
9 Complexity of the analysis issue 0.032
6 Conclusion
Big data will lead to creating great evolutions in the healthcare industry. This article
showed various sources of generating and collecting health big data, as well as five
characteristics of health big data. Then, it examined the challenges of adopting a big
data solution in healthcare organizations, which will help healthcare organizations
deal with them more effectively. Finally, with the review of articles focusing on the
problems of the views, challenges and solutions of big data in relation to the
healthcare industry, introduced the most important challenge that has been empha-
sized from the point of view of these articles. By reviewing the theoretical bases of
the research in the field of the main challenges of big data and interviewing with the
professors and experts, it attempted to extract the related components; and finally
the ultimate outcome of this work was the identification of nine sub-indicators in
the subset of three main indicators “volume”, “velocity” and “variety” of big data.
After the investigations, it was finally discovered that the use of big data, according
to the experts, faces the challenges of volume, variety and velocity, respectively.
The results of the prioritization in each of the three indicators indicated that in the
big data challenge indicator “volume”, out of the three sub-indicators of the study,
the sub-indicator “transferring large amounts of data”; in the big data challenge
indicator “velocity” Index, out of the three sub-indicators of the study, “parallelism
of Computation Model”; and finally in the big date challenge indicator “variety”,
out of the three sub-indicators of the study, the sub-indicator “Integration of
different data formats” ultimately earned the highest priority in the experts’ opin-
ion. Also, the overall ranking results of nine sub-indicators identified below each of
the three indicators showed that the sub-indicator “Transferring large amounts of
data” has the highest weight as the first priority and the sub-indicator “complexity
of the analysis problem” has the lowest weight as last priority in the experts’
opinion.
In addition to these challenges, there are other challenges that the healthcare
industry faces with them in order to improve their healthcare practices; which can
be considered as a research area for future work. For example, hospitals already
have an old system and their compatibility with the new technology will always
remain a problem. This challenge can be raised as issues related to infrastructure in
future research.
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Parisa Sadat Marashi is a rising senior majoring in computer

engineering and pursuing a master’s degree in information tech-
nology engineering. Her research is focused on understanding of
the challenges of big data in healthcare business. She is an expert
in the area of big data analysis who aims to enhance performance
of organizations using big data solution. She hopes to apply her
interests in big data to medicine.
Hodjat Hamidi is an assistant professor in K.N. Toosi Univer-

sity and associates with information technology department. His
main areas of interest include fuzzy logic, E-Commerce, IT
solutions and networking. He has published several research
articles in outstanding journals in the field of information tech-
nology, in English and Persian.
Big Data for Competitiveness of SMEs: Use
of Consumer Analytic to Identify Niche
Markets
Samira Nemati and Datis Khajeheian
Abstract This chapter investigates the application of big data, as valuable knowl-
edge about market and consumers, to empowering enterprises to gain a competitive
advantage for surviving in highly turbulent and fast changing markets. Considering
the important role of small enterprises in economies, the focus is on small and
entrepreneurial firms rather than large organizations. Two theories of Resource
Based View (RBV) and niche markets have been used as theoretical ground. The
article proposes that by consumer analytics, SMEs can identify the niche markets,
that their resource can be configured to properly exploit the opportunities.
1 Introduction
Disruptive technologies revolutionized the way we live, work, communicate and do

business. The fast pace of advances of these technologies, beside their effects on
our lives, makes new possibilities for doing business, both for individual entrepre-
neurs and for organizations regardless of their size.
Pervasiveness of handheld devices has begun a new area of information age, that
characterizes by non-stop creation of large volume of data by individuals. Almost
by every interaction of users, new data creates and even when the phones are not
used and are in pockets, cars or desks, they generate data like the location. Ericsson
mobility report (2015) estimated that by 2020 the number of mobile phone owners
will reach to 6.1 billion and the traffic generated by smartphones will be five times
more. Such volume of generated data, provides a brilliant source of information
about how users behave, purchase, work, travel, make love, spend leisure and many
more valuable data that can be used for business purposes. In competitive markets,
S. Nemati
Faculty of Engineering, Alzahra University, Tehran, Iran
D. Khajeheian (*)
Faculty of Management, University of Tehran, Tehran, Iran

586 S. Nemati and D. Khajeheian
access, proper organizing, analyzing, and meaning making to these data are com-
petitive advantage that determine the market leader.
Fast changing customers’ preference and purchasing habits is a twofolded
sword, and can be seen as a challenge as well as an opportunity. Understanding
these changes creates a determining advantage for successful performing in the
markets; and the data that generates by customers is the reliable and critical source
of knowledge about these changes. Thus, knowing how big data might be properly
used, leads to an advantage in existing competitive markets or to replace the
enterprise toward less saturated markets by identifying the most proper markets
for entry, investment and creating footage.
This chapter investigates how big data, as valuable knowledge about market and
consumers, empowers enterprises to gain a competitive advantage to survive in
highly turbulent and fast changing markets. Considering the important role of small
enterprises in economies, the focus is on small and entrepreneurial firms rather than
large organizations.
2 SMEs and Entrepreneurial Activities
SMEs are a key in encouraging the culture of entrepreneurship in the countries and
in promotion of business growth (Dyerson et al. 2009). Role of SMEs in national
economies is significant, and they contribute an average of 90% of national
economic output (Wielicki and Arendt 2010) and are the largest contributor to
employment in many countries (Ayandibu and Houghton 2017) and technologies,
such as social media, have provided a fertile ground for activity of these SMEs.
There are growing evidences that smaller businesses can gain business value from
the use of social media for internal and external purposes (Geho et al. 2010).
Clearly, SMEs are not homogenous groups and in same type, but they differ
from various perspectives (Chua et al. 2009; Parker and Castleman 2007; Derham
et al. 2011). However, the mechanism of competition is mostly the same. As
Johnson et al. (2008: 87) explained as dynamics of competition, entry of small
firms to a market starts with attacking to the soft market segments that are not in the
main interest of incumbent, and then to expand the share of market with widening
attacks to the adjacent segments. In this pattern, selection of right market segment is
in the heart of strategy for small firms and by Chui et al. (2012), Big Data analytics
is the right means of identifying, evaluating, selecting and penetrating to these
segments (Fig. 1).
One of the key enabler of dynamics of competition is consumer analytics (Dittert
et al. 2017; Miles 2017). Consumer analytics is at the center of big data revolution,
and its study lies at the junction of Big Data and consumer behavior (Erevelles et al.
2016). Changes in technology creates various windows of opportunities for SMEs
to exploit the potentials of these changes, and big data captures rich and plentiful
data about consumers in real time and provides patterns of consumer behaviors.
Big Data for Competitiveness of SMEs: Use of Consumer Analytic to. . . 587
Incumbent Entrant
Inherits entry Attacks ‘soft’

barriers market segments
Widens attack to
No response adjacent segments
Reinforce Starts price war

barriers
Attacks entrant’s Restarts the cycle

home market in adjacent market
Fig. 1 Dynamics of competition (Source: Johnson et al. 2013: 87)
In this chapter, authors discuss the application of Big Data and particularly
consumer analytics in competitiveness of small firms with a business perspective.
The main idea is to describe the benefit of Big Data for managers of small firms and
entrepreneurs in obtaining competitive advantage. For this reason, firstly two
theories of resource based view and niche markets will be shortly explained and
then Big data constructing blocks will be described. Finally, the authors discuss
how use of Big Data and disruptive technologies of consumer analytics can provide
SMEs with a competitive advantage to survive in competitive markets.
2.1 RBV Theory
Resource-Based View (RBS) is an approach toward the inside of the organizations

and emphasizes on internal resources and capabilities of a firm. This approach
suggests that any firm is a collection of unique resources that create the foundation
for its strategy and determines the performance (Wernerfelt 1984; Hitt et al. 2001;
Kellermanns et al. 2016). RBV identifies heterogeneous resources as the most
important factor that influence on performance and creates sustainable competitive
advantage in the market. This theory suggests four attributes for resources, namely
value, rareness, non-substitutability and inimitability. Valuable resources is the
base of competitive advantage and creates opportunities or neutralize threats.
Rare resources are the ones that competitors cannot obtain them easily, because
of their scarcity in the environment. A non-substitutable is a resources that no other
resource can perform similar function or alternative value. And imitability implies
on difficulty of competitors to create something like that. This latter is the most
important attribute, because if a resource is valuable, rare and difficult to substitute,
but imitable with competitors, it doesn’t provide the firm with a competitive
advantage. Barney (1991) argue that imitability raised from three factors: unique
history, causal ambiguity, social complexity.
Chan-Olmsted suggests that a RBV approach begins with identifying and
assessing the firm’s resources and capabilities, locating an attractive industry that
such resources can be used within it, and finally selecting a strategy for utilizing
these resources to exploit opportunities (2006: 164). By her, resource based view is
applicable for many different types of organizations and specifically for firms that
operate in creative industry such as media firms. She divided resources in property-
based and knowledge-based resources and suggested a framework for firms in
media markets. Using this approach, big data can provide a valuable, rare,
non-substitutable and non-imitable resource that leads the firm ahead of game.
Knowledge of extracting data, analyzing and interpreting them to customer knowl-
edge is a sustainable competitive advantage in a highly competitive market.
Erevelles et al. (2016) by considering three resources of physical, human and
organizational suggest three processes for turning data to competitive advantage
for a firm: (1) collecting and storing big data of consumers, (2) extracting consumer
insight from Big Data, (3) using of consumer insight to enhance dynamic/adaptive
capabilities.
After understanding of ongoing changes in the markets, giving a proper response
is necessary. Such response most possibly needs reconfiguration of resources to
gain sustainable competitive advantage. Ability to response to change comes from
the dynamic capability, that is based in the RBV.
2.2 Niche Markets
Niche markets are the segments of market that their needs remained unsatisfied.
The reason for existence of these niche markets are various. It might be the lower
profitability of those segments in comparison with other market segments; It might
be the cost of personalized value proposition for these customers; it can be technical
difficulties; or many other reasons. In any case, niche markets are segments that
there is no, or low degree of, competition. These niche markets are usually a proper
place for entrepreneurs and nascent SMEs to acquire a small market share to expand
it in the future (Khajeheian 2013, 2017a; Khan and Lew 2017).
However, identifying these niche markets is not easy. Normally the possible
markets have been already identified by existing market players. Remaining ones
have practical difficulties, or their size and profitability is not interesting enough.
Considering the importance of these niche markets in success of enterprises and
difficulty of finding the proper ones, identifying appropriate niche markets that fit
with resources and capabilities of small firms is a critical activity that determines
success or failure of a SME.
Dimmick (2006) suggests three central concepts in niche theory, that are mea-
sured along one or more of the resource dimensions: niche breadth, niche overlap,
and competitive superiority.
Niche breadth refers to “the position occupied by an industry on a particular

resource dimension.” (Dimmick 2006: 352). He showed that Breadth measures can
be interpreted in the extension of their generalism or specialism. For example, on
the advertising dimensions TV is a relative generalist.
Niche overlaps refers to the level of “similarity or competition between firms or
industries provided that resources are limited or scarce”. The more forms and
industries make their business in similar way, they compete more severely to access
resources. Difference in resources leads to peaceful coexistence of firms within an
industry, or among different industries, while similarity of resources makes a strong
competition.
And finally, competitive superiority implies on which of each pair of competi-
tors is the superior. By these three measures it is possible for an enterprise or small
firm to asses if an explored niche market is proper to entry.
2.3 Emerging Markets
Advances in communication technologies increasingly create some new markets

and diminish some existed ones. Some main market trends that brought by com-
munication technologies are reduction of costs, lower entry barriers, and easier
access to end-users and consumers. Media convergence also expands the consumer
touch by increasing possibility of consuming services and products by a digital
device. Such trends grow the potential, pervasiveness and profitability of markets
and make them more interesting for competitors to enter and propose the value.
By this technological perspective, emerging markets are new markets for prod-
ucts or services that are created by change. In other word, emerging markets are the
markets that are emerged from four types of changes: change in technology, change
in demography, change in law and regulation, and change in media (Zerdick et al.
2004). Another definition has been provided by Khajeheian (2017b): “emerging
markets are those that emerge from changes in (1) technology, (2) consumption
habits, (3) demography, (4) law and regulations, (5) social demands, and, (6) values”.
(see Fig. 2).
3 Consumer Big Data
Big data is a common term used to describe the progressive growth and availability
of structured and non-structured data (Keyvanpour et al. 2014). “Several definitions
of big data have been proposed over the last decade. The first definition, by Doug
Laney of META Group (then acquired by Gartner), defined big data using a three-
dimensional perspective: Big data is high volume, high velocity, and/or high variety
information assets that require new forms of processing to enable enhanced decision
making, insight discovery and process optimization” (Cavanillas et al. 2016: 30).
Fig. 2 Emerging markets

as output of changes
(Source: Khajeheian 2017b) Change in
Technology
Change in
Change in
Consumpon
Value
Habits
Emerging
Markets
Change in
Change in
Social
Demography
Demand
Change in
Law and
Regulaon
Keyvanpour et al. (2014), explains that many factors can increase the volume of
data, including transactional data stored over the years, unstructured data from
social media, e-commerce, sensors such as video, photo and audio. He also points
out that velocity has created major challenges for many organizations, because data
is generated with unprecedented rate, for instance from RFID tags, sensors and
intelligent measurements, raised the need to cope with flood data flows at very fast
times, close to real-time.
Variety actually refers to different data formats. “Technology advancement allows
organizations to generate a variety of structured, semi-structured and unstructured
data” (Lee 2017: 2). While traditional databases based on structured data, Unstruc-
tured data is generated more quickly, and due to the development of new analytical
techniques, there is no obstacle for analyzing unstructured data (Lee 2017).
IBM expanded these basic factors by addition of a fourth dimensions, Veracity,
that points out to the unreliability and uncertainty in data sources. SAS, added two
dimensions of Variability and Complexity, that former refers to changes in the flow of
data and latter points out to the complicatedness in select, clean, store and process of
the data that comes from different sources (Erevelles et al. 2016). Oracel added Value
as another dimension of big data and stressed that organizations need to consider the
value of big data to increase their profits. At the same time, cost of data collection or
data generation, selection of high-value data sources, and analyzing of data in such a
way that they can generate value-added information for managers, must not be
overlooked. Decay is another dimension, that refers to the devaluation of data over
time. it implies on the importance of timely processing and analysis and point outs
that in many cases real-time processing is required (Lee 2017).
Fig. 3 An integrated view
ed
of big data (Source: Lee
d
Ad
2017)
me
lu
Vo
En h
anc
ed
Ve l
ocit
y
Exp
ing
Big Data
nd
a
pa
ndin
Veracity (–)
Ve
e
Ex
lum
Variability (+)
loc
g
Vo
ity
Complexity (+)
Decay (+)
Value (+)
Traditional
Data
Variety
Expanding
Lee (2017) suggests that although the dimensions of big data are articulated
separately, but to proper use of big data, these dimensions must be considered as an
integrated one. The Fig. 3 presents this integrated approach to big data dimensions.
Peter Bell (2013: 1) stated that “analytics is to management as a light bulb is to
the darkness: it is illuminating and helpful in revealing both future opportunities
and pitfalls”. for more accurate analysis of data, the first step should be to identify
the correct data sources with respect to business objectives. For example, to know
the customer’s attitude, one of the best resources can be their review about the
product or services. Then, according to the data source, select the appropriate
method for data analysis. Fan et al. (2015) have developed a framework for
marketing mix that can help companies achieve better results from big data
analysis. They say that data is first retrieved from different sources and then raw
data is obtained by using an appropriate analytical method for the required knowl-
edge. In Table 1, Data from different source is considered for a particular
application.
One of the important applications is customer segmentation, which is vital for
target market selection. Especially, for enterprises and small firms, finding a niche
market is the key to success and it happens by finding the right market with
unsatisfied needs. As Fan et al described in Table 1, by using the data source
from demographics, social networks, customer review, click stream and survey
data, and then using suitable analysis methods, it is possible to choose the
592
Table 1 A framework for big data (Fan et al. 2015)

People Product Promotion Price Place
Data – Demographics – Product character- – Promotional data – Transactional data – Location-based social net-
– Social networks istic – Survey data – Survey data works
– Customer review – Product category – Survey data
– Click stream – Customer review
– Survey data – Survey data
Method – Clustering – Association – Regression – Regression – Regression
– Classification – Clustering – Association – Association – Classification
– Topic modeling – Collaborative
– Filtering
Application – Customer segmenta- – Product ontology – Promotional marketing – Pricing strategy anal- – Location-based advertising
tion – Product analysis ysis – Community dynamic
– Customer profiling reputation – Recommender system – Competitor analysis analysis
S. Nemati and D. Khajeheian
appropriate segment. In most studies, only one data source is used for specific
applications, so complex and key cases require the use of several different data
sources that are suitable for analysis (Fan et al. 2015).
In order to get better results in data analysis, it should be considered as a process.
Some data analysis processes are presented as knowledge discovery models. By
identifying the models and choosing the appropriate model, data sources and the
appropriate method for data analysis can be considered. First, a suitable methodol-
ogy for the knowledge discovery should be considered, then depending on that
methodology, data and method should be selected.
Correct implementation of each process requires a specific model or methodol-
ogy that can determine the framework and process scope. The process of knowledge
discovery is not excluded from this principle. Different methodologies for this are
presented, which categorized them into academic and industrial methodologies
(Cios et al. 2007). The most important of these methodologies are presented in
Table 2.
Table 2 Important knowledge discovery process models (Cios et al. 2007; Sharma 2008)
Model Domain Steps
Fayyad et al. Academic 1. Developing and understanding the application domain
(1996) 2. Creating a target data set
3. Cleaning and preprocessing data
4. Data reduction and projection
5. Choosing the data mining task
6. Choosing the data mining algorithm
7. Data mining
8. Interpreting mined patterns
9. Consolidating discovered knowledge
Berry and Linoff Academic 1. Identifying the problem
(1997) 2. Analyzing the problem
3. Taking action
4. Measuring the outcome
Cios et al. (2000) Academic/ 1. Understanding of the problem domain
Industrial 2. Understanding of the data
3. Preparation of the data
4. Data mining
5. Evaluation of the discovered knowledge 6-use of the
discovered knowledge
Cabena et al. Industrial 1. Business objective determination
(1998) 2. Data preparation
3. Data mining
4. Analysis of result
5. Assimilation of knowledge
CRISP-DM Industrial 1. Business understanding
(2000) 2. Data understanding
3. Data preparation
4. Modeling
5. Evaluation
6. Deployment
Table 3 Application and resource domain of models [adapted from Cios et al. (2007) and Sharma
(2008)]
Berry
and
Model Fayyad et al. Linoff Cios et al. Cabena et al. CRISP-DM
Application Medicine, e-busi- Medicine, Marketing, Medicine,
e-business, ness, software sales marketing,
software sales development sales,
development engineering
Resource Human and Human Human and Human, Human,
domain physical and physical physical, physical,
physical organizational organizational
By a Resource Based View perspective, Erevelles et al. (2016) discussed that

data is an important organizational resource and managers must learn how to use
this resource to achieve the organizational goals. By proper development of data
infrastructures, organizations are able to gain competitive advantage and survive in
highly competitive markets (Fan et al. 2015). In an Oracel organizational document
it has been suggested that considering the large amount of data as a concern for
organizations, “firms need to be able to identify important data zone, then they
store, analyze and evaluate the data, so they can get the most accurate results from
the big data.” In Table 3, Cios et al. (2007) illustrated the application and resource
domain of models.
As can be seen, industrial models that are presented in line with academic
models for knowledge discovery, and data analytics (Cios et al. 2007), According
to resource-based theory in the context of big data provided by Erevelles et al.
(2016), all of the physical, human, and organizational resources are also included.
Firms need to be able to consider the whole process and choose the best method-
ology for their purposes to get better results from the big data.
CRISP model was presented by examining the real needs and the absence of
such an example, and it was validated by applying it to various projects. Today it is
used as a reliable model (Keyvanpour et al. 2014). This model is presented in Fig. 4.
Each of the steps in the crisp model includes the sub steps that can cover all the
steps needed for processing (Cios et al. 2007).
4 Big Data Analytics Tools
According to the explanations presented in relation to big data, the most important
difference between big data and the available data in small scale is the size and
volume of data. In addition to the large volume of big data that presents new
challenges, the inherent characteristics of the data formats have not undergone
any particular changes. Therefore, all the available algorithms for exploring com-
mon data, as well as the ability to cope with large volumes of data, can also explore
Business Understanding Data Understanding
Data Preparation
Deployment
Data
Modeling
Evaluation
Fig. 4 The CRISP-DM process (Cios et al. 2007)
big data (Keyvanpour et al. 2014). Achieving real-time solutions that are very
important for small organizations (SME) is made possible by looking at the aspect
of time and data changes in the exploration of big data (Sen et al. 2016).
5 Big Data as Competitive Advantage
Most applications that derive from data analytics are the result of a correct analysis
of customer data (Victor et al. 2014). Big data applications in business can be
categorized into five general categories (Fig. 5), which include: (1) Making infor-
mation transparent. (2) Accurate performance information. (3) Ever-narrower seg-
mentation of customers. (4) Managerial Insight, and (5) New product and service
development (Chui et al. 2012).
Big Data helps companies to (1) narrowly segment customers, (2) evaluate the
segments (3) select target segments, (4) attack to the target market and conquer it,
(5) expand the market by adjacent markets. Application of Big Data as a compet-
itive advantage, especially for small firms is to use of right market segment to entry
to the markets or to expand their market shares.
In spite of relatively low use of small firms’ managers from big data, it is clear
that collecting and analyzing of customer data is becoming a critical determiner of
success or failure in competitive markets. The impact of big data is not limited to
business, but in political campaigns the importance of big data proved. The main
benefit of big data is to provide the managers with required insight about customers
and markets and to help them with decision making. In fact, it can be proposed that
Fig. 5 Benefits of big data for business organizations (Adapted from Chui et al. 2012)
Analysis
A
Analysis
Big Data experts
Informaon Analysis
Managerial
Managers Insight Decision
Fig. 6 Information to Insight, the distinguish between managers and big data staff
the application of big data in business perspective is decision making. By this

insight, managers and entrepreneurs can decide about the strategic issues of their
organization, to analyze the competition in future and to obtain and enhance the
competitive advantage. But this insight for better decision requires some
necessities.
Big data, in many cases, still considered as a technical issue rather than mana-
gerial concern. Many managers are not interested to involve in the process of
interpretation of collected data and expect to receive a full insight from big data
analysis that lead them to the right decision. This perspective is not correct and
make the big data practitioners of organization in the position of managerial
decision making, without providing them the required managerial information or
required skills. This narrow border of decision making and analysis, or in better
word, insight and information is the core contribution of this article. Big data in its
pure manner, provides information about customers and markets and environment
and resources and other related sources of competition. But managers must convert
this given information into insight (Fig. 6).
This can be seen in identification of niche markets. A manager, entrepreneur is
expected to explore opportunity and identify the proper niche market to enter. It
requires alertness and social sources of information as well as proper information,
that generates from big data. However, the mistake is that entrepreneur or manager
expect the big data staff to provide him/her insight about the market and what
decision must be made. The insight is analysis of decision maker from the acquired
information and meaning making to them in sake of purpose, that is success in
competition.
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Samira Nemati has M.Sc. degree in information technology

(advanced information systems) and her main research area has
been focused on the use of data analytics on business and health
issues. Her research interest includes data science, social media,
intelligent algorithm and business intelligence. She has published
a couple of papers, and she is trying to provide effective models
to use in the area of data science. She is preparing to pursue his
Ph.D. in data science.

Index
A C
Advertising, 7, 25, 28, 35–51, 60, 61, 65, Ceramic and tile industry, 321, 324–326,
85, 96, 126, 130, 134, 136, 138, 164, 329–331
175, 177, 181, 182, 184, 225, 226, Charismatic authority, 145–167
259, 264, 266, 272, 274, 276–278, Competitive advantage, 6, 57, 58, 103, 105,
328, 344, 411, 413, 417, 421, 422, 111, 118, 305, 316, 319, 332, 376,
589, 592 391–406, 413, 449, 450, 453, 454, 458,
Agility, 5, 15, 571 465, 482, 497, 543, 571, 586–588,
Aging customers, 77 594–597
Amazon, 17–19, 21, 25–27, 56, 58 Complexity, 19, 217, 317, 320, 419, 440, 576,
Audience engagement, 60, 62–67, 391–406, 578, 582, 583, 588, 590
419, 421, 422 Consolidation, 25, 46, 48–50
Automobile insurance, 9 Convergence, 4, 37, 38, 46, 55–58, 60, 61, 113,
392, 418, 419, 456, 459, 589
Copyright, 95, 97, 99, 104, 253, 255, 278
B Corporate entrepreneurship, 315–333
Banking, 3, 4, 9, 132, 193, 202, 204, 248, 253, Corporate strategy, 57
255, 266, 373–387 Creative industry, 95, 97–98, 588
Big data, 8, 9, 13–16, 19, 21, 47, 55–67, 271, Customer experience, 567
569–583, 585–597 Customer retention, 7, 8, 75–89, 341, 377, 378
Brand co-creation, 414 Customer satisfaction, 77, 79, 86, 88, 89,
Broadband, 55, 212, 213, 220, 222, 224, 225, 342–346, 351–355, 358–365, 367,
341, 392 373–387, 505
Broadcasting, 4, 7–9, 28, 37, 46, 47, 55–67, Customer segmentation, 556, 560, 562, 565,
98, 132, 175, 178–181, 405, 406, 567, 591, 592
411, 412 Customer service care, 352, 354, 355, 358, 359,
Business ethics, 9, 503–535 361–367
Business model, 4, 7, 13–15, 19–22,
24–29, 35–51, 56, 57, 60, 61, 65–66,
96, 103, 110–112, 115–118, 127, D
162, 164, 223, 235, 264, 271–273, Datafying, 7, 55–67
286, 288, 293, 306, 327–329, 332, Decision making, 167, 183, 440, 485, 506, 508,
422, 440 513, 514, 534, 542, 560, 571, 573, 577,
Business model innovation, 61, 65–66 595, 596

Management Science, https://doi.org/10.1007/978-3-319-71722-7
602 Index
Digital economy, 15, 20 Interactive protocol television (IPTV), 9,

Digital music, 93–105, 146 391–406
Digital transformation, 7, 13–29 Intermediary services, 6, 246
Disruptive innovation, 555–567 Internationalization, 8, 285–311, 542
Disruptive technologies, 5, 6, 76, 264, 585, 587 Investment, 4, 8, 16, 47, 56, 61, 63, 109, 111,
Dynamic capabilities, 105, 111, 116, 118, 588 115, 116, 118, 152, 187–207, 211–226,
257, 258, 269, 271, 273–278, 280, 281,
288, 306, 311, 341, 366, 374, 419, 451,
E 457, 458, 466, 484, 497, 503, 505,
Ecosystem, 8, 40, 45, 46, 49, 50, 55–67, 141, 543, 586
213, 215, 234–240, 340, 430, 439 IPTV, see Interactive protocol television
Effectiveness, 44, 49, 50, 211, 215, 376, 392, (IPTV)
517, 518, 528, 566 Iranian media, 264
Emerging market, 5–8, 36, 40, 95, 233–240, iTunes, 23, 93, 94
269, 285–311, 333, 341, 343, 346–349,
365, 366, 374, 387, 571, 589, 590
Emerging telecommunication markets, K
339–367 Kyrgyzstan, 145, 146, 153–155, 157–167, 198
Employee satisfaction, 373–387
Entrepreneurial attitude, 9, 503–535
Entrepreneurial cognition, 429 L
Entrepreneurial orientation, 105, 482, 484 Leadership, 145–148, 150, 153, 161, 163,
Exit markets, 118, 119 165–167, 276, 281, 286
Export orientation, 541, 542 Learning orientation, 9, 447–471
Lobbying, 8, 175–185, 251
Loyalty, 20, 65, 78, 79, 88, 89, 273, 275, 297,
F 341, 342, 345, 346, 349, 351–355,
Flexibility, 23, 24, 27, 28, 194, 259, 273, 322, 358–366, 375–378, 387, 417, 505
326, 448, 483
Football marketing, 411, 420
Former Soviet Union, 145, 153 M
Machine learning, 9, 16, 58, 134, 555–567
Media
G business, 95, 96, 110
Gamification, 391–406, 421, 422 economics, 57, 58, 66
Gender entrepreneurship, 9, 427–441 entrepreneurship, 146, 247
Google, 6, 16–19, 21, 25, 26, 29, 37, 39, 40, 42, industries, 4, 6–8, 26–27, 29, 35, 39, 57, 59,
56, 58, 65, 66, 349, 418, 570, 572 64, 65, 89, 104, 110, 123–141, 146, 164,
Grounded theory, 317, 320–324 190, 205, 264, 278, 392, 395
innovations, 93–105
leadership, 153, 163, 166
H management, 6, 13–29, 161, 415
Human capital, 203, 226 market, 8, 17, 36, 37, 94, 95, 97, 104,
105, 118, 119, 126, 146, 147, 150, 154,
163, 166, 190, 192–197, 201–202,
I 206, 246, 247, 256, 264, 273, 279, 347,
Identity, 20, 21, 96, 101, 348, 351, 415, 416 391, 588
Immigrant entrepreneurs, 123–141 ownership, 151
Independent firm, 118 Mobile, 3, 14–16, 19–21, 37, 39, 58, 60, 61, 64,
Industrial competitiveness, 317, 542 65, 89, 114, 115, 221–223, 225, 259,
Infrastructure, 18, 19, 22, 194, 226, 236–238, 340–346, 348, 351, 352, 354–360,
253, 255, 257, 258, 327, 349, 364, 367, 363–366, 392, 411, 419, 422, 556, 559,
392, 405, 561–562, 583, 594 560, 565, 573, 585
Index 603
Music, 8, 26–28, 93–105, 146, 181, 401 Restrictions, 8, 23, 63, 187–207, 221, 251,
business, 94, 97–100, 103, 104 304, 412
distribution, 93–105 Risk disposition, 9, 427–441
industry, 27, 28, 94, 96–99, 103–105, 146
market, 94, 97, 104
S
Service quality, 341, 342, 344–346, 353–355,
N 361, 363, 365, 366, 373–387, 457
Netflix, 25–27, 40, 56–59, 61, 63 Social interactions, 99, 103, 414
Niche market, 5, 8, 9, 233–240, 264, 267, 269, Sport economics, 415
585–597 Spotify, 25–28, 225
Startup ecosystem, 234–240
Strategic renewal, 8, 315–333
O Support services, 218, 341
Online businesses, 93–95, 101, 103–105, 255
Optimization, 15, 19, 485, 563, 571, 589
Organizational innovation, 9, 320, 447–471, T
491 Target customers, 6, 259, 417
Technological change, 36, 56, 97, 98, 110, 180,
255, 258–259, 278, 347
P Transaction cost economics, 246–247, 256
Payne model, 77–79 Trust, 14, 20–22, 29, 79, 82, 83, 89, 126, 149,
Peruvian firms, 286, 304 166, 248, 252, 253, 255, 274, 288, 346,
Policymaking, 213, 215, 217, 483, 485, 571 377, 418, 506–508, 513
Polish media, 8, 75–89 Twitter, 59, 65, 85, 349, 392, 572
Political economy, 177, 183
Printing press economics, 75–89, 154
Productiveness, 22, 23 V
Value proposition, 5, 36, 39, 44–46, 49, 50, 81,
223, 422, 423, 429, 440, 441, 588
R Video game, 8, 75–89, 266, 278, 394
Regulation, 7, 8, 37, 96, 118, 124, 139, 161,
176–185, 190–199, 201–206, 212–214,
219, 220, 222, 236, 267, 278–281, 285, W
301, 329, 347, 366, 376, 419, 466, Weber, Max, 148
507, 589
Responsibility, 22, 148, 161, 162, 195, 196,
213, 250, 251, 421, 439, 457, 507, Y
516 Youtube, 18, 28, 40, 83, 85, 113

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Contributions to Management Science

ISSN 1431-1941 ISSN 2197-716X (electronic)

Library of Congress Control Number: 2018937519

© Springer International Publishing AG, part of Springer Nature 2018

Printed on acid-free paper

Institute of Economic Policy Marco Vivarelli

Prof. Naser Shams Gharneh, Amir Kabir University of Technology, Iran

Part III Small Media Firms

Part IV Individual Level: Media Entrepreneurs

Part V Media Law and Regulation

Part VI Startups and Small Enterprises

Part VII Strategic Issues in Organizations

Measuring the Competitiveness Factors in Telecommunication

Part VIII Empirical Researches

Part IX Big Data, Machine Learning and New Technological Trends

Business Challenges of Big Data Application in Health

F.B. Adegboye Department of Banking and Finance, Covenant University, Ota,

Simon Gladysz Molson Co., Szczecin, Poland

Aidin Salamzadeh Faculty of Entrepreneurship, University of Tehran, Tehran,

SSPs Supply-side platforms

Datis Khajeheian, Mike Friedrichsen, and Wilfried M€odinger

[The word of] New technologies is a historically relative

Globalization, communication technologies, always-on mobile devices, interna-

© Springer International Publishing AG, part of Springer Nature 2018 3

Porter continued his contribution in understanding of competitiveness by pro-

A common misunderstanding is to confuse about emerging markets and emerging

At the same time, these technologies extinct some of existing technologies or

3 Target Readership of This Book

4 Organization of This Book

This contributed book is organized in 9 parts and 29 chapters. All chapters,

competitiveness. Then, competitiveness factors in telecommunication markets of

academic members of the faculty of management in University of Tehran, espe-

Best from Tehran, Berlin and Stuttgart;

Datis Khajeheian is an assistant professor of media manage-

Mike Friedrichsen is a professor of media economics and

Wilfried M€ odinger is a professor of marketing and management

Abstract Digital transformation revolutionized processes, business models and

© Springer International Publishing AG, part of Springer Nature 2018 13

The concept of the digital transformation is omnipresent in the private, as well as

Fig. 1 Evolution of digital transformation (Source: Berman 2011, p. 2)

Fig. 2 Curve diagramme digital transformation (Spring: at traction 2015)

3 Digital Transformation as a Key to the Success

3.1 Industries in the Digital Change

3.2 The Success of Firms Like Google and Amazon

Google has grown in few years of a searching machine operating authority to a

Einflussstärke (in % des Wandels am bestehenden Geschäft)

Freizeit & 20 Regierung

3.3 Challenges and Measures for the Coping

In contrast to Google in many media firms—predominantly in the middle class

By the combination of these four technologies innovative business models can

well as for company-engaged units—for example the customers or Stakeholder.

5 Digital Workplace: Digital Workforce: Work

The Digital Workplace as a central communication turntable and turntable of information

For a successful development and implementation of the Digital Workplace

be traded about the platforms as well as be taken part in discussions. A world-

6 Business Models of “Internet Platforms” in the Digital

Due to the strong competitive pressure, the globalization, to new technologies as

6.1 Example Media Industry: Streaming Services Conquer

Video streaming becomes therefore a serious competition for the classical