نوع مقاله : مقاله پژوهشی
نویسندگان
1 فارغ التحصیل کارشناسی ارشد/ دانشگاه تهران
2 دانشیار دانشکده مدیریت دانشگاه تهران، تهران، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Purpose: The Purpose of this paper is formulating strategy for “Sama”, an Iranian E-publisher, to make its business more profitable in a Fledgling industry and design a business model in order to implement this model in “Sama”.
Methodology: In this study, using the action research method and forming focus groups, all factors of “Sama” success in E-book market were examined and finally the strategy canvas that represent a competitive advantage has been designed.
Findings: "Sama" business model as one of the leading Iranian electronic publishers was designed in order to create innovations in its business model and focus on non-customers (a large part of the population) instead of usual customers.
کلیدواژهها [English]
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