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Advisor(s)
Abstract(s)
Digital distribution is a new technology that is revolutionizing the pop-rock music market.
Extensive debate exists on the long tail theory that predicts a niche strategy in the pop-rock
market versus the conventional wisdom of a “superstar effect” that predicts skewness in the
market outcomes for artists. This research tests the empirical evidence of such effects and
elaborates on how the firms respond to this disruptive technological revolution and how
this response changes strategic management.
Description
Keywords
Long tail Superstar effect Music Strategic management
Pedagogical Context
Citation
Coelho, M., Mendes, Z. (2019). “Digital music and the “death of the long tail”. Journal of Business Research, 101, 454-460. https://doi.org/10.1016/j.jbusres.2019.01.015
Publisher
Elsevier