Strategic Responses Adopted by the Nation Media Group to Counter Digital Disruption

Abstract

Organizations in the course of their operations are affected by external factors outside their control such as competitors’ actions and digital disruptions. To enable a firm to deal with the competitive forces and disruptions emerging from the external environment, it requires to have effective strategic responses. The Strategic responses are a combination of activities and choices that lead to the design and execution of long-term plans aimed at enabling the firm to attain its objectives and competitive advantage. The media industry in Kenya has found itself in a space where these disruptions in the external environment are intrinsic in its affairs and affecting operations. This study aimed to unearth the strategic responses adopted by the Nation Media Group to counter digital disruption. The study found that the advent of social media, emergent of Artificial Intelligence and Internet of things as well as evolution of audience engagement channels were the main causes of disruptions to the media industry. Accelerated innovations and inventions in technology affected the business and prompt action was required to counter the impact. The study showed that NMG’s business was greatly impacted by digital disruption and recommends strategic partnerships with digital media companies and specialists for speedy adoption of new ways of delivering content, accelerated and regular futuristic innovation to mitigate risks posed by emergent digital trends that are abrupt and proactively align with such disruptions. Finally, there is need for NMG to have digital champions in top management that will drive innovation and compliance with all digital media regulations. The champions should also help in benchmarking NMG’s product offering with global standards to ensure quality.