Grupos estratégicos en el sector periodístico: panorama en la ciudad de Lima

• Autores: Antonio, Javier, Cornejo, Ricardo, Reinoso, Raquel, Soto, Fanny, Uribe, Sara
• Formato: artículo
• Fecha de Publicación: 1995
• Institución: Universidad ESAN
• Repositorio: ESAN-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.esan.edu.pe:20.500.12640/2877
• Enlace del recurso: https://revistas.esan.edu.pe/index.php/jefas/article/view/472; https://hdl.handle.net/20.500.12640/2877; https://doi.org/10.46631/jefas.1995.n5.02
• Nivel de acceso: acceso abierto
• Materia: Journalism sector; Segmentation; Business strategy; Strategic groups; Sector periodismo; Segmentación; Estrategia empresarial; Grupos estratégicos; https://purl.org/pe-repo/ocde/ford#5.02.04

Describes and interprets the behavior of the national journalistic sector from the strategic groups that compete in this industry. For this, the market was segmented based on two variables: type of reader and the way of presenting the information, and a matrix of strategic groups was elaborated, according to three other variables: technology, operating leverage and specialization, to identify generic strategies developed by companies in this sector. A high correlation was found between type of information and type of reader (formal-style newspapers are aimed at traditional readers, while informal ones are aimed at "chicha" readers); having its own press as the highest mobility barrier, since this represents a significant investment for any reader company; vulnerability of all groups to substitute products; high rivalry between newspapers for some of them sharing their target markets; and leverage as the strategy of most newspapers that reach a high level of sales.