Process of co-creation in the music industry: The mediation role of sales channels
Bustinza, O., Parry, G. and Vendrell-Herrero, F. (2011) Process of co-creation in the music industry: The mediation role of sales channels. Working Paper. University of the West of England, Bristol.
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New sales channels are appearing in the music industry sector which opens up ways of more deeply involving customers in the process and activities related to and surrounding music purchasing. These processes where value is co-created involve multi-organisationalorganizational resource combinations (firms, customers, platforms). This paper analyses the role of the participants in the process and the role played by sales channels in co-creating value in the music sector. A survey was used to collect data to test the hypotheses of this study. 4,227 valid questionnaires were obtained on a sample of respondents located in the United Kingdom. Structural Equation ModellingModeling (SEM) was used to test the hypotheses. The results emphasiseemphasize the importance of managing customers according to their attitudes supporting the hypotheses of a mediation role of sales channels with regards value co-creation.