20.500.12556/DKUM-96387 Digital disruption and author strategy a qualitative study of self-publishing in the US science fiction and fantasy market as a source of intangible assets Digitalna preobrazba in avtorska strategija: kvalitativna študija samozaložništva na ameriškem trgu znanstvene fantastike kot vira neopredmetenih sredstev This paper examines how self-published authors in the U.S. science fiction and fantasy (SFF) market strategically respond to digital disruption in the publishing industry. Drawing on fifteen expert interviews analyzed through Mayring’s qualitative content analysis, the study integrates four theoretical perspectives: disruptive innovation, diffusion of innovations, the resource-based view, and actor-network theory. The results show that independent authors act as entrepreneurial micro-firms, leveraging intangible assets such as brand identity, digital marketing skills, and reader communities to navigate platform-based markets. Authors adopt funnel marketing, hybrid publishing, and platform-specific strategies to enhance visibility and monetise creative output. The sample is limited to one genre and national context, and findings are therefore exploratory. The study advances our understanding of cultural entrepreneurship and platform economies by demonstrating how digitalisation reconfigures authorial agency within sociotechnical networks of platforms, algorithms, and digital tools. digitalna preobrazba avtorska strategija znanstvena fantastika kulturno podjetništvo platformna ekonomija založniška dejavnost neopredmetena sredstva true false true Angleški jezik Slovenski jezik Znanstveno delo 2025-12-23 15:38:11 2025-12-23 15:38:11 2026-03-12 15:21:45 0000-00-00 00:00:00 2025 0 0 str. 25-36 no. 4 Vol. 71 2025 0000-00-00 Zaloznikova NiDoloceno NiDoloceno 0000-00-00 0000-00-00 2025-12-22 004:655.41:82-311.9 262803971 10.2478/ngoe-2025-0021 2385-8052 https://journals.um.si/index.php/oe/article/view/5720 Prost dostop 1 02c09b00-e00d-11f0-8aa3-00155d580e02 https://dk.um.si/Dokument.php?lang=slv&id=201686 RAZ_Bobek_Vito_2025.pdf RAZ_Bobek_Vito_2025.pdf 1 25F50EFC1061F781A5E992A80A1DD002 3beec2e3042ded4537b0dcba2ac10121c43142a4a46dda91c893fc28795067cc 2908957f-e00d-11f0-8aa3-00155d580e02 https://dk.um.si/Dokument.php?lang=slv&id=201687 Ekonomsko-poslovna fakulteta Naše gospodarstvo Naše gospodarstvo 0 0 0