Disruptive marketing innovation demonstrated in the online music industry

In the late 1990's Napster, a US file sharing company, launched technology in the form of a programme to download music files. and paved the way for the disruptive marketing and distribution of music online. The programme designer used Peer-to-Peer (P2P) file sharing technology which allowed people to communicate directly with each other and share files through a decentralized server. Initially focussed on a non-mainstream market segment, Napster migrated into the mainstream segment and began...

BPIR Categories

4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy
2.2.4 Formulate and review business unit strategy