Interplay between technology and meaning: How music majors reacted?

The diffusion of digital technologies enables companies to propose new business, products and services. The business environment is characterized by increasing levels of competition, and customers can choose a growing number of solutions. In this scenario, companies seek new dimension of innovation: the meaning. A vigorous debate has taken place among scholars on the strategies that companies may use to react to external innovations. Until now, the phenomenon has been analysed grounded in the technology-push literature. The goal of this study is to understand whether these strategies are still valuable even if innovators leverage not only on the technology but also on a hedonic dimension proposing an innovation of meaning. Through a multiple case-study analysis, based on both primary and secondary sources, we investigate whether the case companies from the music industry also used the strategies described in the literature to cope with technological innovations that leverage both on technology and meaning.