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

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Institute of Management, Faculty of Economics and Business, University of Neuchâtel, 2000 Neuchâtel, Switzerland
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Faculty of Management, University of Teheran, Tehran 1417466191, Iran
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Department of Human and Social Sciences, Faculty of Human and Legal Sciences, Miguel Hernandez University of Elche, 03202 Elche, Alicante, Spain
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(6), 2381; https://doi.org/10.3390/su12062381
Received: 18 February 2020 / Revised: 14 March 2020 / Accepted: 16 March 2020 / Published: 18 March 2020
(This article belongs to the Section Economic and Business Aspects of Sustainability)
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. View Full-Text
Keywords: music industry; media innovation; competitive advantage; music e-retailing; Iran music industry; media innovation; competitive advantage; music e-retailing; Iran
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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.

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