The Effect of digitalization on supply chain complexity of the music industry: an empirical study for Turkey

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2019
Türk, Deniz
The business of music is one of the most creative, innovative, and profitable businesses in the world in general, with a value more than 18 billion USD in total. In today’s global world, the music industry is in an era where the digital service providers or digital channels have a critical role and digital sales are on the front burner. Digitalization is also changing music supply chains all over the world. In this dynamic environment new actors emerge to meet the online needs of customers better and existing relationships between key actors are challenged. This thesis examines the effect of digitalization on the current Turkish music supply chain structure from a supply chain complexity perspective. Supply chain complexity is investigated by distinguishing between detail (i.e., number of actors, variety of actors, and interaction between actors) and dynamic complexity. Furthermore, in order to generate further insights in relation to relationships between actors, power (i.e., type and balance) characteristics are investigated. Adopting a single case study approach, 23 semi-structured interviews were conducted with the executives of several key actors in the Turkish music supply chain. The results provide rich insights regarding how the supply chain complexity of the Turkish music industry increased with increasing number of actors, interactions, and dynamism in relation to digitalization and how the structure became more decentralized with increased alternative channels.
Citation Formats
D. Türk, “The Effect of digitalization on supply chain complexity of the music industry: an empirical study for Turkey,” Thesis (M.S.) -- Graduate School of Social Sciences. Business Administration., Middle East Technical University, 2019.