Media Innovation Strategies for Sustaining Competitive Advantage: Evidence from Music Download Stores in Iran
Abstract
:1. Introduction
- Research Question 1: Which innovation strategies can Iranian digital music distributors adopt in order to reach a competitive advantage over their local and international competitors?
- Research Question 2: What are the main challenges for local music download shops in Iran and how might they deal with these dilemmas?
2. Theoretical Background
2.1. The Digital Music Market in Iran
2.2. Competitive Advantage
2.3. Media Innovation
2.4. Music Distribution in the Digital Age
3. Method
4. Results and Discussion
4.1. Media Innovation
4.2. Facilitating Capabilities
4.3. Copyright Challenges
4.4. Permissions Barriers
5. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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No. | Interviewee Code | Main Activity | Educational Experiences | Professional Experiences | Interview Length (min) |
---|---|---|---|---|---|
1 | 1ASH | Music artist | M.A. student in management | More than six years of experience in conducting live music performances | 66 |
2 | 2MP | Music artist | M.A graduated in engineering | Publishing several professional songs on famous Iranian music websites | 43 |
3 | 3HS | Digital music industry professional | Ph.D. candidate in sociology | Music expert in the Ministry of Culture | 59 |
4 | 4ESH | Digital music industry professional | Diploma | Founder and CEO in a music company | 35 |
5 | 5AMSH | Digital music industry professional | B.A. in Arts | Marketing manager in a digital distribution service | 92 |
6 | 6FH | Digital music industry professional | Ph.D. in engineering | Founder and CEO in a digital music distribution service | 37 |
7 | 7MJ | Media researcher | M.A student in media management | Consultant and researcher in the field of digital business | 79 |
8 | 8EN | Media researcher | M.A student in media management | Consultant and researcher in the field of digital business | 60 |
9 | 9JN | Media researcher | Ph.D. in media management | Consultant and researcher in the field of digital business | 92 |
10 | 10DKH | Media researcher | Ph.D. in media management | Faculty member and researcher in the field of digital business | 48 |
11 | 11SHJ | Business researcher | Ph.D. candidate in strategic management | Strategy consultant and researcher in digital business | 60 |
12 | 12SS | Media researcher | Ph.D. in media management | Faculty member and researcher in the field of digital business | 52 |
13 | 13RS | Digital music industry professional | MBA graduated | Founder and CEO in a music company | 66 |
14 | 14SL | Media researcher | Ph.D. in media management | University lecturer and researcher in digital business | 45 |
Media Innovation Categories | Key Innovative Strategic Actions | Evidence from Interviews |
---|---|---|
Product/service | Preservation of musical identity in the presentation of new products | “Product innovations in the digital distribution of music must be such as to preserve their musical identity and not move musical works to non-musical works since in this way the target audience will generally change, and the business will face serious challenges” (10DKH). |
Product offer based on customer’s mood | “Before we can create a new product, we need to design a mechanism to match the best product to the audience’s mood, for example, to create a product that can be played by giving the keyword of the song you want” (9JN). | |
A special presentation of new talent works | “Introducing products of music talents (new faces) to people, and these new talents will improve their work in the future” (8EN) | |
Selling products in a package form | “The audience is interested in the package. If we can make a package of products, it can be useful” (7MJ). | |
Selling related products | “You can sell items related to an album, such as bracelets and necklaces that are related to them (artists), or you can sell their concert tickets” (5AMSH). | |
Selling playlists of celebrities | “You can make a list of famous singers, what songs your favorite singer listens to” (10DKH). | |
Leveling products based on professional criteria | “For example, according to professional standards, we level the products. These categories make the producers more careful about quality” (1ASH) | |
Music-by-order | “We can have digital services in music that we can order for ourselves to the production of a special music, either for a person or organization and even for special occasions like weddings” (11SHJ). | |
Process | Simplify the purchase process | “I think it would be possible for the audiences to buy their favorite music in a simpler way” (1ASH). |
Attention to customer experience | “There should be some way to increase shopping pleasure. Now it’s specialized: cheaper, faster, and better quality” (7MJ). | |
Preview products in the buying process | “We have thirty seconds previews, which most artists give us to tell us which part of it is better. Sometimes our musicians do it” (5AMSH). | |
Pay attention to aesthetic issues in the buying process | “If we consider this business as a store, where products are offered by graphical designs, then designing a website template is very important in terms of graphics and aesthetic issues” (1ASH). | |
Position | Accurate analysis of competitors | “One version cannot be packed for every business and instead, depending on the competitors’ analysis, each business requires its own strategy” (2MP). |
Strategic alliances with other businesses | “For example, a music download store would be positioned in the minds of the people if it can be possible to find its own related businesses and engage in strategic partnerships with them” (2MP). | |
Pay attention to niche markets | “We should try to identify the niche markets that others have not worked on (for example, just create a market for artists and musicians), and we will set the standards ourselves” (8EN). | |
Paradigmatic | Free from copyright | “The digital business model in the future will completely break copyright law and go for free. Instead, attracting the attention of the audience will be the most important factor in success” (12SS). |
Simplifications in music access | “Technology is becoming more sophisticated and the presentation of products is becoming simpler. Perhaps there is another stage in which these tools will be reduced and there will no longer be a need for a device such as a phone or a tablet. Therefore, if we care about changing the paradigm, we should think about simplifications” (1ASH) | |
Social | Create space for critical dialogue | “The topic of discussion is also very important. Bringing the subject of discussion and bringing people together for creating a critical dialogue and challenge” (7MJ). |
Holding real events | “Also, these businesses can, at some point, hold real events and bring their audience together in a real world” (10DKH) | |
Encouraging the audience to create content | “Encouraging the audience to create content and become part of the music production system” (2MP). |
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Share and Cite
Omidi, A.; Dal Zotto, C.; Norouzi, E.; Valero-Pastor, J.M. Media Innovation Strategies for Sustaining Competitive Advantage: Evidence from Music Download Stores in Iran. Sustainability 2020, 12, 2381. https://doi.org/10.3390/su12062381
Omidi A, Dal Zotto C, Norouzi E, Valero-Pastor JM. Media Innovation Strategies for Sustaining Competitive Advantage: Evidence from Music Download Stores in Iran. Sustainability. 2020; 12(6):2381. https://doi.org/10.3390/su12062381
Chicago/Turabian StyleOmidi, Afshin, Cinzia Dal Zotto, Esmaeil Norouzi, and José María Valero-Pastor. 2020. "Media Innovation Strategies for Sustaining Competitive Advantage: Evidence from Music Download Stores in Iran" Sustainability 12, no. 6: 2381. https://doi.org/10.3390/su12062381