The Determinants of Performance of Newspapers Industry: A Mediating Effect of Competitive Advantage

Abstract

The study examined the factors that influence the performance of Tanzania's newspaper industry. The research was guided by resource-based theory. The study employed the positivist research paradigm and an explanatory cross-sectional survey research design. A simple random sampling technique was used to produce a sample size of 300 respondents. Data were gathered using a questionnaire and a documentary review. Inferential statistics analysis was performed on the collected data using Partial Squares Structural Equation Modeling with SmartPLS 4, and descriptive statistics analysis was performed on data collected about respondents' profiles using IBM SPSS Statistics Version 26. The findings show that competitive advantage, firm resources, and reverse logistics performance all have a positive impact on the performance of the newspaper industry. The study concludes that competitive advantage, firm resources, and reverse logistics performance all influence the performance of the newspaper industry. The study recommends that newspaper companies in Tanzania and other developing countries use their competitive advantages, resources, and reverse logistics to improve the performance of the newspaper industry.