Date of Conferral

2018

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Edgar Jordan

Abstract

With the rise of digital technologies, consumers can stream music content, which has made it more difficult for music companies to be profitable. Small business owners in the music recording industry in the West Indies have found this trend particularly challenging, affecting their profitability. This multiple case study explored the adoption of disruptive technologies by small business owners in the music recording industry to increase profitability. The research population included 5 small business owners in the music recording industry in the West Indies who successfully adapted to the changes in the industry's business model and whose businesses are profitable. Christensen's theory of disruptive innovation served as the conceptual framework for this study. Data from face-to-face, semistructured, in-depth interviews, observations, and analysis of internal company documents were collected and triangulated. Within-case analysis was used to understand the general meaning of the participants' responses. Each case was described and themes were identified. Cross-case analysis was used to compare the 5 case descriptions and identify 5 cross-cutting themes. These 5 themes included focus on live performances, focus on marketing and building a brand, adopt innovations in all functions of the business, diversify income streams, and adopt vertical integration strategies. The implications for positive social change include the potential to increase the profitability of small businesses in the recording industry in the West Indies by sharing the strategies emerging from the study. Profitable businesses can lead to improved livelihoods of the small business owners and their families.

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