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Media Innovation Strategies for Sustaining Competitive Advantage: Evidence from Music Download Stores in Iran

Afshin Omidi, Cinzia Dal Zotto, Esmaeil Norouzi & José María Valero-Pastor

Résumé This study explores the value of media innovation strategies for driving business success within the Iranian e-market of music downloads. It argues that the context of music e-markets in emerging countries differs markedly from that of developed economies by highlighting the political and cultural challenges that local e-music platforms in Iran are continuously facing. As literature is scarce in this specific area, and this study is one of the first attempting to gain a comprehensive understanding, a qualitative approach has been applied, and 14 digital music industry experts were interviewed in Iran. Data were collected through semi-structured face-to-face interviews and then analyzed with a qualitative coding approach. This paper revealed that issues such as copyright challenges and governmental permission barriers are limiting the capabilities of digital music distributors to reach a sustainable competitive advantage.
   
Mots-clés music industry; media innovation; competitive advantage; music e-retailing; Iran
   
Citation Omidi, A., Dal Zotto, C., Norouzi, E., & Valero-Pastor , J. M. . (2020). Media Innovation Strategies for Sustaining Competitive Advantage: Evidence from Music Download Stores in Iran. Sustainability, 12(6), 1-17.
   
Type Article de périodique (Anglais)
Date de publication 18-3-2020
Nom du périodique Sustainability
Volume 12
Numéro 6
Pages 1-17
URL https://www.mdpi.com/2071-1050/12/6/2381