Strategic and Tactical Product Launch Decisions and Performance of a New Artist within Music Industry

Abstract

The purpose of the study was to analyze and describe the strategic and tactical launch decision of a new artist within the music industry. Therefore, the main objective for the study was to investigate both theoretically and empirically the key strategic and tactical decisions and elements of a new product launch and further the performance of the new product. To achieve this, was developed a theoretical framework, model of 6W’s.

The model of 6W’s was used as the framework of the study. The framework consisted of six different parts, five questions and one conclusion. These five questions (why, what, where, when, and the way) and the conclusion (win) were based on previous literature concerning strategic and tactical launch decisions and their impact on the new product performance. The basic model behind previous literature was based on the study of Hultink et al. (1997), which discusses the impact of strategic and tactical launch decisions on new product performance.

This study was executed as a qualitative study. The methodology for the empirical part was interviews. The interviews were conducted through the middle form of semi-structured and unstructured interviews while the theme and phenomenon acquired more open-discuss. Totally nine interviews were achieved with music industry professionals. The study was analyzed through content analysis, which enabled to process the data as accurately as possible.

The main elements of the study were divided in three separate parts. Through this breakdown, it was possible to answer in research question and to obtain set objectives, both theoretical and empirical. Firstly, in chapter 2 was presented the theoretical background of the subject. Secondly, in chapter 3 the theory was used together with secondary data to form the theoretical framework. Finally, in chapter 5, the empirical part was possible to discuss as a whole, but at the same time based on chapters 2 and 3. Based on this breakdown, it was the best way to form findings and results. The findings and results pointed out that the launch of a new artist should be seen as a similar process than any product launch. Therefore, it is possible to suggest that strategic and tactical launch decisions of a new artist have impact on his or her success.