Analyzing Relationship between Innovation Strategies and Performance of Newspaper Firms in North and Central India

Analyzing Relationship between Innovation Strategies and Performance of Newspaper Firms in North and Central India

Shailja Khanduri
Doon Business School, India

Abstract

Globally, very distinct circumstances are faced by newspaper firms in different countries. While newspaper firms in developed countries are facing the downtrend, there is a sustained robust growth seen in India. This study seeks to determine if a relationship exists between Indian newspaper firms healthy performance vis-à-vis various innovation strategies employed, as innovation strategies are supposed to be a positive influence in today’s economy. The innovation strategies analyzed here are product innovation, marketing innovation, and societal marketing innovation. The firm’s performance is measured by market and financial performance. The study outcome identifies the positive relationship between various innovation strategies and newspaper firm’s market and financial performance. Additionally, the best regression model is also given for the association between innovation strategies and firm’s performance. The conclusions of this study may be significant for the survival of the newsprint media market when a global slowdown is happening in newspaper firms of developed countries.

Keywords: Financial performance, marketing innovation, market performance, newspaper firms, product innovation, societal marketing

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Shailja Khanduri (Ph.D., The IIS University, 2019) is an Assistant Professor of Economics at Doon Business School, Dehradun, Uttarakhand, India. Her research interests are in marketing research, microeconomics, banking, gender issues, etc. She is a member of the American Economic Association (446565).