SPOTIFY¿S BLUE OCEAN STRATEGY

Abstract

This end of degree project examines the impact of Spotify, a Swedish company founded by Daniel Ek in 2006, on the music industry. It considers how the company has transformed the market through the creation of a streaming platform that is accessible to all, offering a personalized experience for music, podcasts, and video by the implementation of the Blue Ocean Strategy.

This strategy was founded upon the principles enlightened by Kim and Mauborgne in their seminal articles, which were originally published in the Harvard Business Review. These articles explained the error of attempting to outperform rivals, rather than identifying new market spaces wihtout direct competitors.