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Internet's influence on international promotion in the music industry: case studies of two Swedish small and medium sized independent record labels
2002 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The Internet has had a great impact on the business of small and medium sized enterprises. There are many studies performed within this area regarding promotion and internationalization, however, few have concentrated on the music industry. The purpose of this thesis is therefore to investigate the impact of the Internet on the internationalization and international promotion of small and medium sized independent record labels. Specifically, the research questions will address how the Internet has facilitated the internationalization of these companies, and how the Internet has influenced their international promotion. The study is based on four sets of literature, namely: music industry environment, internationalization of SMEs, Internet and marketing, and the promotion mix. These sets of theory were conceptualized into a frame of reference, later used as basis for the data collection. The empirical data consists of case studies on two Swedish independent record labels, and the information was collected by performing personal and telephone interviews. The collected data was analyzed towards the frame of reference, providing the following conclusions and implications. The empirical findings show an indication that there may be a relationship between the size of the record label and the significance of the Internet for the internationalization. This relationship, implied by the empirical findings, is that the Internet has greater impact on the smaller company. Regarding the internationalization, the empirical findings further indicate that Internet based interaction may be the single most important contribution of the Internet to successful SME internationalization. Regarding international promotion, findings indicate that the Internet provides new, less expensive, online channels for promotion, and at the same time facilitates the process of using traditional channels.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Music Industry, Phonogram Industry, Internationalization, SME, International Promotion, Internet
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-51075ISRN: LTU-SHU-EX--02/113--SELocal ID: 84b8a64f-ffd1-4d21-9bf1-abac3540add3OAI: diva2:1024438
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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