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Marketing strategies for launching Swedish music on international markets: case studies of record companies
2002 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The research purpose of this study is to gain a deeper understanding of record companies’ marketing strategy, when launching Swedish music on international markets. This purpose is achieved by exploring, describing and somewhat explaining how record companies analyze international market opportunities, how they select international target markets, and how they develop the marketing mix for their international markets. Literature related to the three research questions is reviewed and empirical data is obtained from case studies of four Swedish record companies, each affiliated to large multinational record companies. The conclusions of this study are that the Swedish record companies do not analyze international marketing opportunities, as their sister-companies operating on international markets are the ones choosing to market the Swedish record companies’ artists. The record companies segment countries and the positioning of their products takes place already at the signing of each artist. The record companies’ product offered on international markets can be adapted to suit certain markets: it has a short life-length and includes a human element making each product unique. The most important promotion activity is publicity.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, international marketing strategy, Swedish music industry
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-51462ISRN: LTU-SHU-EX--02/087--SELocal ID: 8ab44b28-7a2e-489e-b6ba-6490c98dba66OAI: diva2:1024823
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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