Firm organisation and marketing strategy in the Japanese music industry

Abstract

AbstractTechnological change has had a significant effect on market structure and management strategy in the content industry. This paper presents a survey of changes in firm organisation and marketing strategy in the Japanese music industry from a historical perspective. The market structure has changed from vertical integration within a closed system to vertical separation within an open system due to an increase in distribution channels. In addition, developments in the media have led to changes in the marketing strategies of record companies, and this has accelerated the rate of turnover of hit music. Record companies thus need to revise their marketing approach to match the change in sales pattern.