STRATEGIC MANAGEMENT PRACTICES IN MEDIA STARTUPS SUPPORTING INNOVATION AND INFRASTRUCTURE (SDG 9)

Abstract

This paper works on how strategic marketing practices can be utilized to enable media startups or, to be more precise, how it might interact with the Sustainable Development Goal 9 (SDG 9) that is also concerned with the industry, innovation, and infrastructure. There is an aberrant prospect in the operational environment of nonetheless an odd chance to deploy digital technologies, innovative paradigms and webs of cooperation, which introduce novelty, as well as to establish infrastructural resources. Yet they are yet to deal with the matter of financial compulsions, audience and regulatory outbursts fragmentation among other things which might have to be dealt with the necessary strategic planning and management. The examination of these practices as resource efficiency, adoption of technology, building partnerships and strategies based on innovation, analysis aids in accentuating the point that it is not solely media startups that are empowered to ensure they survive in a competitive environment but also the configuration of a sustainable digital ecosystem. The findings demonstrate the relevance of strategic management concordance of SDG 9, and media startups were found to be most profitable players in the setting regarding the provision of viable infrastructural facilities, democratic industrialization, lasting change in the global knowledge domain.