Achieving optimal distinctiveness: cognitive framing and strategic positioning in media-tech start-ups

This study examines how media-tech start-ups achieve optimal distinctiveness by balancing conformity and differentiation in their strategic positioning. Using the case of an Estonian media-tech accelerator, we identify three cognitive framing strategies employed by start-ups: “zooming in and out for conformity”, “keeping competitive differentiation centred-focus” and “zooming in for differentiation from non-competitors”. These strategies enable start-ups to position their identity, business models, and market roles dynamically, aligning with industry norms while emphasising unique value propositions. The findings highlight the role of managerial cognitive frames in navigating complex environments, shaping strategic flexibility, and achieving competitive advantage. These insights contribute to advancing theory and practice in media management and entrepreneurship.