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Pioneering strategies in the digital world. Insights from the Axel Springer's case

Lanzolla, G. & Giudici, A. (2017). Pioneering strategies in the digital world. Insights from the Axel Springer's case. Business History, 59(5), pp. 744-777. doi: 10.1080/00076791.2016.1269752


Digital technologies present some distinctive characteristics: they simultaneously enable pervasive connectivity, immediacy of interactions and wide access to data and computing power. Based on a detailed historical analysis of Axel Springer, we suggest that pioneering strategies in new markets created by the diffusion of digital technologies is negatively moderated by the fit between firms’ legacy core capabilities and those required to enter the new market. We then show that pioneering strategies in non-core legacy markets are instrumental in creating the capabilities necessary for the sustainability of first-mover advantages (FMA) in the legacy core markets. Finally, we show the role of managerial cognition as a key individual-level enabler in achieving pioneering advantages.

Publication Type: Article
Additional Information: This is an Accepted Manuscript of an article to be published by Taylor & Francis in Business History, to be available online:
Subjects: H Social Sciences > HD Industries. Land use. Labor
Departments: Bayes Business School > Management
SWORD Depositor:
Text - Accepted Version
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