Technology Advancement, Strategy and Performance of Nation Media Group

Abstract

Transformation in an organization requires effective management of change in response to the dynamic competitive business environment. Technology is among the major factors that push organizations to change. The media industry in Kenya has encountered challenges as companies aim to align their businesses with emerging technological trends. Global advancements in ICT have led to a shift in consumer preferences and increased competition. NMG has invested in digital media and it boasts of over five million monthly page-views in its digital platforms. However its profits have been dropping in the last four years. This study sought to establish the measures put in place by NMG to prevent obsolescence of its production processes and products. It analyzed the company’s performance over the last four years and evaluated its strategies related to technology adoption. The study is a qualitative case study which relied on both primary and secondary data. Primary data was obtained by interviewing the company’s top managers and through observation. Secondary data was gathered from company performance reports. The data was described and summarized thematically through qualitative analysis. Information obtained from the analysis was presented through content analysis by reporting key findings under each main category of study using the most relevant and representative illustrations. The pattern matching technique by Yin (2004) was used to analyze the data through matching dependent and independent variables. This study found that technology advancement has led to structural realignments at NMG due to redundancies caused by new technologies. This was also a cost-cutting measure since technological advancement led to drops in profits. The company invested in innovation of its products, diversification into new products and services and training its staff. Resistance to change by staff and lack of setting priorities in financial use emerged as key challenges. The management should consider investing in a more robust research and development department for appropriate decision-making. Similar studies may be carried out on other media organizations in the country as well as media industries in other countries for a comparative study.