CONVERGENT STRATEGY TOWARDS COMPETITIVE AND SUSTAINABILITY COMPETITIVE ADVANTAGES IN ONLINE MEDIA COMPETITION

Strategy convergent is an integration of all resources towards competitive and sustainability advantages. In practice, convergent strategy in media business applies to combining all media and channels into a single mix, in terms of either newsroom, newsgathering, or contain convergences. This study applied qualitative methodology combined with literature study. Interviews were performed with media owners to obtain the real pictures of the practicality of the convergent strategy. The study found managerial implications that could be applicable in developing the media business towards a sustainable competitive advantage