Sarcouncil Journal of Economics and Business Management

Abstract: Product innovation has become a cornerstone of competitive advantage in the rapidly evolving media industry, where technological advancements and shifting consumer preferences demand constant adaptation. This study explores how business management practices—specifically leadership, resource allocation, and market orientation—drive product innovation and enhance competitive advantage in media organizations. Using a mixed-methods approach, the research combines quantitative surveys of 200 media professionals with qualitative interviews of 20 senior executives to uncover the key factors influencing innovation outcomes. Advanced statistical techniques, including regression analysis, factor analysis, and ANOVA, reveal that leadership effectiveness is the strongest predictor of innovation (? = 0.45, p < 0.001), followed by resource allocation (? = 0.32, p < 0.001) and market orientation (? = 0.28, p < 0.002). The findings also identify creativity, technological integration, and customer-centricity as critical dimensions of innovation capabilities, collectively explaining 67.3% of the variance in innovation outcomes. Digital media companies outperform traditional and hybrid media in innovation, with a mean score of 4.2 (p < 0.012). The study concludes that strategic management practices, coupled with a focus on emerging technologies and audience insights, are essential for sustaining competitive advantage in the media industry. These insights provide actionable recommendations for media executives and policymakers aiming to foster innovation and maintain market leadership