International Journal of Business and Economics Volume 20, No. 1 June, 2021

Marketing Innovation, Orientation and Business Environment Effects on Newspaper Firms’ Performance

Shailja Khanduri

Assistant Professor, Department of Economics, Doon Business School, India

Abstract

This study is focused on analyzing the various factors responsible for the growth seen in Indian newsprint media markets while the global print media is showing a decline in revenues and market. The diverse predictors analyzed in present study are categorized in two instrument items namely marketing innovation and market orientation. Further, business environment factors are analyzed as moderators in the study. The dependent variables are market and financial performances of newsprint media firms. The regression model finds interfunctional coordination, customer orientation and product innovation factors along with technology revolution as significantly associated with market and financial performance of newsprint media firms.

Keywords：Newsprint Media, Marketing Innovation, Market Orientation, Technology Turbulence.

JEL Classifications：M20, M30, O32, L82, L13.

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