Value Co-creation in the Popular Music Industry
Value Co-creation in the Popular Music Industry

Summary/Abstract: Purpose – The aim of this article is to analyze how organizations operating in creative industries can transform their business model to remain competitive and to preserve their profitability. Research methodology –The study is based on literature overview. Result– In the popular music industry a shift has taken place from value creation to value co-creation, which is fundamentally changing the relationship between consumers and producers. Rather than being passive recipients of products and services, consumers now form part of a diverse network of actors co-creating value. Originality/value– The article provides the analysis of the music industry from the perspective of value cocreation

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