Can new players still compete with the giants? Analyzing the creation of new platforms and how their strategies change overtime in the music platform industry
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2019-08-26
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en
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In this thesis I will look at the music platform industry and investigate five of the major companies in this industry in order to answer the following question: What are factors that lead to successful new platform creation and adoption in the music platform industry? In order to do this, I have used two theories that could explain that success, namely Rogers’ (2003) diffusion of innovations, which helps me determine if music streaming platforms can be seen as innovations and if the adoption rate can be a factor of success. I also looked Lieberman & Montgomery’s (1988) first-mover advantages, which displays if first-movers are more successful that late-movers in the music platform industry. This will be a qualitative research with a deductive nature. By looking at over 4000 pages of news articles about the five music streaming platforms, I am able to look for different strategies that the platforms implemented, factors that can increase the adoption rate of the platform and look for other underlying factors that can explain their success. My conclusions will contribute to the relatively new platform creation theory and act as help for new platforms.
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Faculteit der Managementwetenschappen