University Case Study: Nettavisen Online Newspaper Publishing Analysis

This case study analyzes Nettavisen, a Norwegian online newspaper, focusing on its strategic adaptation to the data-driven business model. The report examines Nettavisen's competitive landscape, strategic positioning, and the challenges and opportunities associated with leveraging big data. It delves into the key data, information, and knowledge utilized by Nettavisen, and explores the potential of strategic alliances for data acquisition, management, and use. The study also considers the strategic impacts on Nettavisen's endeavors, the importance of appropriate data and IT governance structures, and issues related to data quality, ethics, security, and privacy. The analysis highlights the need for employee training, investment in IT infrastructure, and the development of data analytics services to enhance user experience and advertising effectiveness. The conclusion emphasizes the importance of strategic planning and data-driven decision-making for sustained success in the dynamic online news market.

Running head: CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
Case Study Analysis of Nettavisen Online Newspaper Publishing
Name of the Student
Name of the University
Author’s note

1CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
Executive Summary
This article focuses on the current forms of strategy that are undertaken by Nettavisen, which is
one of the leading online news business organization. This firm has adopted several measures for
surviving and competing within the online news platform. This paper focuses on the discussing
of the aspect about the shift of Nettavisen towards a data-driven business model. This discussion
would also be able to put focus on the increase of market share, the issues with the adoption of
Big Data technologies and the remedial measures. The report also concludes with the various
steps that should be taken for the improvement of communication based on the online media
platforms.

2CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
Table of Contents
1. Introduction..................................................................................................................................3
2. Body.............................................................................................................................................3
2.1 Key Data, Information and Knowledge for Nettavisen.........................................................3
2.2 Competitive Landscape and the Strategic Positioning of Nettavisen....................................4
2.3 Key Challenges/Barriers, Opportunities and Values for Growth by using Big Data............5
2.4 Key Challenges/Barriers, Opportunities, and Further Developments of Strategy and
management practices to Capitalise Big Data.............................................................................5
2.5 Potential of Strategic Alliances in Data Acquisition, Management and Use of Big Data.....6
2.6 Strategic Impacts on Nettavisen’s Endeavour.......................................................................7
2.7 Consideration for an appropriate data and IT governance structure for Nettavisen..............8
2.8 Identification of Key Data within the Nettavisen Organization............................................8
2.9 Issues related to Data Quality, Ethical Issues, Security, Privacy and Data Ownership........9
3. Recommendation.........................................................................................................................9
4. Conclusion.................................................................................................................................10
5. References..................................................................................................................................11

3CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
1. Introduction
This case study is based on Nettavisen, which is a Norwegian online based start-up
company. In the recent age of social media technologies and the rise of such kinds of platforms
showcases the fact that there is a vast form of data and information, which is readily available to
the public. Nettavisen is a web based newspaper platform, which is mainly established in
Norway in 1996. It is an online start-up business, which has competed against other such kinds
of firms. There are several forms of media companies who lack the prime form of competitive
knowledge of big data technologies that would help them gain a strategic position within the
market (Zaki, Bøe-Lillegraven and Neely 2016). In the recent age of high speed networks and
access to quicker form of internet technologies, the use of web based newspapers would be very
much useful for the people. This would help them in getting a quick access to recent articles and
getting updates based on events.
This case study is based on Nettavisen, which is planning to move their platform into a
data driven model of business. These forms of models are mainly based on the patterns of the
buying of the users, which has become a widely important criteria. In the recent past years,
Nettavisen has been planning to increase their share within the existing market with the help of
implementation of disruptive forms of business models. The firm also wants to understand the
needs of their audiences, which would help to implement better forms of strategies and thus
create a streamline of the business processes.

4CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
2. Body
2.1 Key Data, Information and Knowledge for Nettavisen
Nettavisen is a Norway based start-up firm that was established in 1996. This is a
publishing firm that mainly focused on the aspect of publishing newspapers. With the rise of
internet platforms and the growing need of reading online news articles, the firm has decided to
adopt newer business strategies in the highly disruptive market. With the ease of the online based
platforms of news reading facilities, it has been extremely crucial for the business processes of
Nettavisen to revise their business models and thus adapt the newer strategies (Barland 2013). In
the recent years, Nettavisen has followed the business strategies of other companies who have
followed the pattern of implementing online form of news reading. Based on the recent rise of
the digital platforms and big data technologies, information is made to be readily available to the
public. With the high use of latest form of technologies there have been major form of transition
within the online news platforms. This would help in the growth of the business processes and
outstand the performance of the organization by performing better than their competitors (Matteo
and Dal Zotto 2015).
2.2 Competitive Landscape and the Strategic Positioning of Nettavisen
The current form of business model of Nettavisen is based on advertisements. The firm of
Nettavisen gets their revenue based on the advertisers who are able to display their
advertisements on the website of Nettavisen. The main objective of Nettavisen is to provide a
tough competition and make an online presence within the market of publishing news articles.
The competitive landscape of Nettavisen is based within the online news websites that were
previously established by different broadcasters and established newspaper companies (Lund and

5CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
Puijk 2013). Based on the strategies undertaken by other companies, Nettavisen have pursued
their strategic intent as the main form of competitive based advantage.
The strategy based within Nettavisen is free of many concerns and hence they mainly
focus on attracting people for visiting their website. They try to attract people by providing them
with useful forms of content, which would keep them updated as per the real-time scenarios.
Nettavisen have understood that the digital platform is extremely dynamic and hence have huge
opportunities for exploring. Nettavisen has a huge form competitive advantages based on the
freedom of publishing news based on real-time incidents. This has advantages over the other
newspaper websites, which are mainly managed by newspaper publishers who mainly think of
the contents to be published on a regular basis (Haugen and Kunst 2017).
2.3 Key Challenges/Barriers, Opportunities and Values for Growth by using Big Data
The online news businesses also face some form of problems with the implementation of
big data within their various processes. Some of the key challenges of the implementation of big
data are the traditional risks such as regulatory pressure for meeting the various law and policies.
The news businesses should also meet the legal and regulatory laws of compliance for the
implementation of big data. Another major form of problem would include the providing of
training of new journalists based on big data technologies (Spilker 2017.). The use of data driven
technologies based on automation within the online news businesses would also include new
forms of software installation within the computing systems, which would incur huge costs,
manpower recruiting and other factors. Other forms of barriers would also include lack of
expertise within the IT staff and big data management tools (Swan 2013).

6CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
2.4 Key Challenges/Barriers, Opportunities, and Further Developments of Strategy and
management practices to Capitalise Big Data
In order to capitalize the use of big data within the businesses of online news platforms,
there have been some form of challenges such as the training of the employees with the new
form of system usage, constraint based on the discussed budgets, recruiting of newer forms of IT
staff and hosting of third party applications for leveraging and capitalising of Big Data
technologies within the working of the systems (Gandomi and Haider 2015). Different forms of
social media platforms such as Twitter and Facebook normally depend on the hosting of third
parties for different purposes. Big Data provides serious concerns for the capitalising of a variety
of purposes that includes insights on the market strategies and analysis of sentiments. These
news organizations collect data from the visitors of the concerned websites.
Further form of developments within the capitalising of big data within the online news
businesses includes the use of data analytics as a form of service. These high form of analytics
based strategy would provide recommendations for the visitors based on customized forms of
news articles based on the experience of visitors. These online news business platforms would
also require several tools such as storage media, workstations, software based on visualization
and statistical analysis, encryption technology and high level of networking equipment for their
use within the advertising industry (Davenport and Dyché 2013).
2.5 Potential of Strategic Alliances in Data Acquisition, Management and Use of Big Data
The impact of Big Data and the use within the online news businesses such as Nettavisen
would have tremendous outcomes for the business. Although the implementation of Big Data
would encounter obstacles, yet they would have several financial benefits, measurable outcomes
and substantial form of customer insights. In order to leverage the use of Big Data, there should

7CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
be a proper form of analysis based on the strategy of implementation. As the strategy meant for
the implementation of Big Data would progress from educational level till execution level, hence
this would require higher forms of training of the employees based on the latest software tools
(Raghupathi and Raghupathi 2014). Evolving form of usage of Big Data within these news
businesses would prove to be beneficial for gaining information and data from the customers
about the quality of news articles provided to them and the service provided by the news
application.
2.6 Strategic Impacts on Nettavisen’s Endeavour
The team of Nettavisen mainly comprises of several young and a diverse form of
workforce who have a large form of online experience. Nettavisen has brought up several forms
of measures based on deriving value from Big Data applications and tools. Nettavisen is also
planning for the implementation of Big Data applications for pursuing different kinds of
strategies. These kinds of strategies are meant for analysing huge volumes of browsing of
Internet technologies, blogging data, purchasing habits, social media across a vast number of
devices such as tablets, desktop and mobile devices (Aral, Dellarocas and Godes 2013). This
would help for driving towards editorial form of making of decisions. The use of Big Data would
also be helpful for understanding the vast opportunities within the business and gaining huge
level of profits.
The proposed form of analytics would be used for producing personalized content that
would be distributed among the visitors. The shift to the DDBM platform would be able to
engage the audience by providing them with customized method of targeted new articles, social
engaging contents and relevant advertisements. The use of these form of DDBM platforms
would become useful for the users as they would be able to access the articles from their

8CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
personalized devices such as laptops, tablets, PCs and other mobile devices (Martín‐Peña, Díaz‐
Garrido and Sánchez‐López 2018).
With the help of analytics based on Big Data, Nettavisen is able to make real-time
decisions about the ways in targeting better form of advertising campaigns. With the
implementation of analysis and merger form of methodology based on the behaviour of
individual user across several devices it would be able to offer best form of relevant advertising
for the users (Loebbecke and Picot 2015).
2.7 Consideration for an appropriate data and IT governance structure for Nettavisen
A proper form of data and IT governance structure is highly useful for keeping a track of
the information that is shared between several parties and the accessibility to the information.
Governance over the IT system within Nettavisen would be needed for defining the rights of
making vital decisions and implementing several new processes within the business (Misuraca,
Mureddu and Osimo 2014). Some of the major considerations, which should be considered
during the implementation of proper development framework are about the kinds of internal
databases that are used within the information systems platform. They should also consider about
the structure of sales that have been already defined, quality of the origin of data and definition
of vendor or customer. They should also be able to consider about the proper form of
development frameworks that are being used within the IT systems. These IT governing structure
should also be able to consider about the various kinds of standards and policies (Kshetri 2014).
The appropriate form of IT governance structure should also consider the quality of data
that is being delivered. These kinds of programs are meant for defining, correcting and thus
monitor the issues over the quality of data within the business organization. The company should
also have proper methods and requirements based on regulations and compliance. These kinds of

9CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
programs are mainly meant for addressing the issues by setting the rights to Access
Management, Controls of Information Security, and procedures of Data Privacy based on the
sensitive data within the online business organization (Al-Ruithe, M., Benkhelifa, E. and
Hameed 2016).
2.8 Identification of Key Data within the Nettavisen Organization
Nettavisen collects various forms of data at every second that would include internal
form of data, which would be available in the existing databases. This would be meant for sales,
advertising, user ship, membership, mobile data, social network based data and many others.
Based on a survey, it was found that the firm comprises of 5 million visitors within their website.
It was also estimated that 2.2 million of users had accessed their website with the help of mobile
devices. The daily traffic within their website increase daily with 1.3 million of unique visitors.
The online business firm also collect unstructured data based on an assembly of several
digital channels that included audio, video and other photos based on social media. The firm also
makes use of the blogger network for blending editorial and commercial content. With the use of
blog data, Nettavisen would be able to obtain continuous form of feedback from the blogs that
would be helpful for increasing the responsive nature of firms based on the real-time demand
within the online news market (Hair et al. 2015). The Nettavisen firm is also able to understand
the needs of online net surfers and the ways in which social media would be able to attract more
advertisers and such agencies to their website.
2.9 Issues related to Data Quality, Ethical Issues, Security, Privacy and Data Ownership
Some of the issues faced by Nettavisen includes the lack of consistency and structure
within the business. The issues related to privacy includes the growth of information technology
with the enhanced form of capacity based on surveillance, computational performances,

10CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
communication of information and thus making of vital decisions. Lack of privacy and
ownership of the data is another major critical aspects, which needs to be highly considered
(Nunan and Di Domenico 2013).
3. Recommendation
Based on the above discussion, it could be recommended that with the rise of several
forms of digital platforms, Nettavisen should be able to improvise their business processes and
move on with the adoption of Big Data functionalities (Lim, Chen and Chen 2013). They should
be able to revise their guidelines based on strategic outcomes, which would prove to be fruitful
for the growth of the business of Nettavisen firm. With the implementation of a proper form of
Big Data models, the firm would be able to stop the leakage of their own sets of data. These
forms of the sets of data would be further combined with the external big sets of data, which
would be much more focused. The embedded form of applications based on Big Data analytics
would be able to improve the various forms of ethical based processes of decision-making and
generation of revenues based on the conduction of advertisements of these online newspapers.
The firm should be able to explore and pursue the model of business. They should be able to
promote the ways of reading of online news articles (Bernardino and Neves 2016). The firm
should also implement strategies, which would be highly interactive according to the changing
needs of the user. This would influence the minds of the user and thus they would get attracted
towards the website.
4. Conclusion
Based on the above discussion from the report, it could be concluded that the use of
online media for publishing of news would be very much effective for disrupting the market for
publishing of news. Digital form of media is highly effective and dynamic. With the

11CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
implementation of Big Data technologies, Nettavisen would be able to compete with the other
social media platforms that used to occupy major portions of online news market. Hence, these
form of changes would be effective for the improvement of decision making processes and thus
advertising of revenues.

12CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
5. References
Al-Ruithe, M., Benkhelifa, E. and Hameed, K., 2016, August. Key dimensions for cloud data
governance. In 2016 IEEE 4th International Conference on Future Internet of Things and Cloud
(FiCloud) (pp. 379-386). IEEE.
Aral, S., Dellarocas, C. and Godes, D., 2013. Introduction to the special issue—social media and
business transformation: a framework for research. Information Systems Research, 24(1), pp.3-
13.
Barland, J., 2013. Innovation of New Revenue Streams in Digital Media. Nordicom Review.
Bernardino, J. and Neves, P.C., 2016. Decision-making with big data using open source business
intelligence systems. In Human Development and Interaction in the Age of Ubiquitous
Technology (pp. 120-147). IGI Global.
Davenport, T.H. and Dyché, J., 2013. Big data in big companies. International Institute for
Analytics, 3.
Gandomi, A. and Haider, M., 2015. Beyond the hype: Big data concepts, methods, and
analytics. International Journal of Information Management, 35(2), pp.137-144.
Hair Jr, J.F., Wolfinbarger, M., Money, A.H., Samouel, P. and Page, M.J., 2015. Essentials of
business research methods. Routledge.
Haugen, I. and Kunst, J.R., 2017. A two-way process? A qualitative and quantitative
investigation of majority members’ acculturation. International Journal of Intercultural Relations,
60, pp.67-82.

13CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
Kshetri, N., 2014. Big data׳ s impact on privacy, security and consumer
welfare. Telecommunications Policy, 38(11), pp.1134-1145.
Lim, E.P., Chen, H. and Chen, G., 2013. Business intelligence and analytics: Research
directions. ACM Transactions on Management Information Systems (TMIS), 3(4), p.17.
Loebbecke, C. and Picot, A., 2015. Reflections on societal and business model transformation
arising from digitization and big data analytics: A research agenda. The Journal of Strategic
Information Systems, 24(3), pp.149-157.
Lund, M.T.K. and Puijk, R., 2013. Rolling News as Disruptive Change. Nordicom Review, 33(1),
pp.67-81.
Martín‐Peña, M.L., Díaz‐Garrido, E. and Sánchez‐López, J.M., 2018. The digitalization and
servitization of manufacturing: A review on digital business models. Strategic Change, 27(2),
pp.91-99.
Matteo, S. and Dal Zotto, C., 2015. Native advertising, or how to stretch editorial to sponsored
content within a transmedia branding era. In Handbook of media branding (pp. 169-185).
Springer, Cham.
Misuraca, G., Mureddu, F. and Osimo, D., 2014. Policy-making 2.0: Unleashing the power of
big data for public governance. In Open government (pp. 171-188). Springer, New York, NY.
Nunan, D. and Di Domenico, M., 2013. Market research and the ethics of big data. International
Journal of Market Research, 55(4), pp.505-520.
Raghupathi, W. and Raghupathi, V., 2014. Big data analytics in healthcare: promise and
potential. Health information science and systems, 2(1), p.3.

14CASE STUDY ANALYSIS OF NETTAVISEN ONLINE NEWSPAPER PUBLISHING
Spilker, H.S., 2017. The irony of virtuality: The production of music and news in “the new
economy”. In Digital Music Distribution (pp. 87-113). Routledge.
Swan, M., 2013. The quantified self: Fundamental disruption in big data science and biological
discovery. Big Data, 1(2), pp.85-99.
Zaki, M., Bøe-Lillegraven, T. and Neely, A., 2016. A Transition Towards a Data-Driven
Business Model (DDBM): A Case Study of Nettavisen Online Newspaper Publishing.