On October 29th MSc. (Inf. Sys.) Teemu Santonen defended the doctoral thesis "Four Essays Studying the Effects of Customization and Market Environment on the Business Success of Online Newspapers in Finland" at the Helsinki School of Economics. The opponent was Professor, Dr. Arjen Wassenaar (University of Twente, Netherlands) and the custos Professor Markku Sääksjärvi (Helsinki School of Economics, Finland).
In his doctoral thesis, Santonen is especially interested in analyzing whether, as has been suggested, the better business success of online newspapers is achieved by applying customization strategy rather than by producing pure standardized services. In addition, Santonen also tests how the different factors besides customization, such as the market environment, revenue logic, the importance of business objectives, and experience in online publishing, were directly or indirectly related to the business success of online newspapers. The empirical data of Santonens thesis were based on 42 online newspapers operating in the Finnish online newspaper market. Furthermore, the survey data were enhanced with three case studies.
According to the findings of Santonens thesis, for the time being the business success of online newspaper in Finland could be explained by means of the geographical focus of the parent print newspaper, perceived demand and market turbulence, and the amount of experience in online publishing.
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