Title :
Consumer-oriented service innovation in music industry
Author :
Chen, Etta Y. I. ; Chi-Jen Li
Abstract :
This case study aims to take the digital and experiential marketing projects of Wind music co. to explore new service/product innovation opportunities in this digitalized industry. By adopting new and creative technology, this case enhanced the value of music and even more approach new business customers and final consumers.
Keywords :
innovation management; marketing; music; business customers; consumer-oriented service innovation; digital marketing projects; digitalized industry; experiential marketing projects; final consumers; music industry; service-product innovation opportunities; Abstracts; Business; Industries; Internet; Mobile communication; Music; Technological innovation;
Conference_Titel :
Management of Engineering & Technology (PICMET), 2014 Portland International Conference on
Conference_Location :
Kanazawa
