Success in a niche market: a grounded theory analysis of video-on-demand platforms for performing arts in Europe

Abstract: Study purpose: This paper delves into the nuances of success in the niche market of video-on-demand (VoD) platforms for performing arts in Europe, focusing on managerial perspectives. It seeks to comprehend how top executives construct success and the associated meanings in their strategic decisions within this market, where success is often equated with profitability, survival, or expansion. The research emphasizes the pivotal role of strategic management decisions in constructing a knowledge framework for optimal outcomes, providing valuable insights for navigating success in this niche market. Methodology: The study employed a constructivist grounded theory approach, extracting empirical data through intensive interviews, while existing literature on success in a niche market and strategic decision-making provided the foundation for the research problem. Findings: The research explores the shift from professional to personal management roles and evolving perceptions of service success for VoD platforms for performing arts in Europe. It investigates the complexity of strategic decision-making, emphasizing the crucial role of top executives in shaping the vision, mission, and purpose of these platforms. The study also delves into managers’ perspectives on defining service success, revealing the complex interplay of meanings in the niche market and underscoring the challenges and motivations in navigating this landscape. It highlights the significance of crafting uniqueness to achieve success, attract audiences, and secure public and private funding. Research implications: The paper underscores the crucial impact of strategic managerial decisions on the success of specialized video-on-demand platforms for performing arts in Europe. It reveals that in the niche market, there is no dominant definition of success; instead, diverse meanings interact and complement each other, with traditional and digital expressions in performing arts evolving in parallel, fostering unique forms of artistic innovation and creative expression.