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Skivbolagsbranschen och Internet: En jämförelse mellan major- och indiebolag
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: To analyze and clarify differences between indie and major labels in the use of and attitude towards the Internet as a marketing and distribution channel.

Method: In this study, we use mostly qualitative but also quantitative methods. Representatives from four record labels, two indie and two major labels have been interviewed, and we have also examined the companies’ activities on the Internet.

Conclusions: This study points to a number of differences between indie and major labels. Indie labels are generally more open to business development and innovation. As for marketing, indie labels make use of web services such as Myspace and Facebook to a greater extent than major labels. However, the whole industry is heading towards a future where no company really knows how to best market its products.

Abstract [sv]

Syfte: Att analysera och klargöra skillnader mellan major- och indiebolags användning av, och attityder gentemot, Internet och internetbaserade tekniker som marknadsförings- och distributionskanal.

Metod: Vi använder oss av en till största delen kvalitativ metod, dock med vissa kvantitativa inslag. Intervjuer har genomförts med fyra skivbolag, två indiebolag och två majorbolag. Även observationer av skivbolagens verksamhet på Internet har utförts.

Slutsatser: Ett antal skillnader har kunnat utläsas efter utförd studie. Indiebolagen står i högre grad än majorbolagen för utveckling och innovation i branschen. Marknadsföringsmässigt så använder sig indiebolagen i större utsträckning än majorbolagen av nätverkstjänster som Myspace och Facebook. Dock står branschen inför ett paradigmskifte där ingen riktigt vet hur man ska marknadsföra sig på bästa sätt i framtiden.

Place, publisher, year, edition, pages
2009. , p. 104
Keywords [sv]
skivbolag, majorbolag, indiebolag, marknadsföring, internet, skillnader
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-2812OAI: oai:DiVA.org:sh-2812DiVA, id: diva2:272174
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2009-10-15 Created: 2009-10-14 Last updated: 2009-10-15Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • sodertorns-hogskola-harvard.csl
  • sodertorns-hogskola-oxford.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf