Although the rapid growth of the music streaming industry has led to record levels of global music consumption, many leaders in the music streaming industry have not developed a financially sustainable business model for music streaming. This descriptive single case study focused on strategies that some global music streaming service leaders used to generate sustainable profits through their business models. Christensen's theory of disruptive innovation served as the conceptual framework for this study. Semistructured interviews with the chief executive officer and 4 senior managers of a leading music streaming service in southeastern Asia were analyzed to identify themes. Secondary data collected for this research included practitioner reports, government reports, company documentation, and peer-reviewed journal articles. During data analysis, I used method triangulation to generate insights regarding the key themes identified in the literature review. Analysis of the data revealed strategies that global music streaming leaders used to generate profits: (a) optimization of the firm's dynamic capabilities, (b) optimization of the subscription and freemium business models, and (c) a deliberate focus on the niche of local music. The findings of this study could be useful to music streaming service leaders who need to generate sustainable revenues and lack the strategies to do so on their own as well as to music streaming leaders who want their service to implement a disruptive innovation strategy. Additionally, the findings of this study might promote social change by generating awareness of proven strategies leading to sustainable profits for music streaming services and job security for artists who contribute to sustaining or increasing local economies cash flows and taxable incomes.

Bakgrund: E-handeln har på senare år genomgått radikala förändringar och dataanalys kan stå för 10 % av tillväxten hos 56 % av alla e-handelsföretag. Dataanalys erbjuder många fördelar och internationella företag hävdar att 30% av deras försäljning beror på dataanalys. Det finns tre olika lönsamhetsstrategier för att svenska e-handelsföretag ska öka lönsamheten. Dessa är (i) minska kostnader, (ii) öka omsättning, (iii) minska tillgångar och totalt kapital. Studien visar att 35 % av alla svenska e-handelsföretag har inte tillgång till relevanta data och det finns en oro för att dessa företag kommer att ligga efter i utvecklingen. Syfte och frågeställning: Studien syftar till att undersöka om e-handelsföretag tillämpar dataanalys vid utformning av lönsamhetsstrategier och vilka konsekvenser går det att identifiera av detta. Vilka lönsamhetsstrategier väljer svenska e-handelsföretag och hur används dessa strategier i kombination med dataanalys? Tillvägagångssätt: Studien använder en tvärsnittsdesign med datainsamling utifrån enenkätundersökning av e-handelsföretag där 93 respondenter svarat, 5 semi-strukturerade intervjuer och sekundärdata från 20 e-handelsföretag. Till analys av empiri användes univariat- och bivariat analys tillsammans med innehållsanalys. Empiri: Sextiofem av nittiotre respondenter i studien tillämpar dataanalys vid utformningav lönsamhetsstrategier, medan en tredjedel av deltagarna uppger att de inte tillämpardataanalys. Studien visade att de vanligaste analysverktygen är deskriptiv- och preskriptivanalys, medan de vanligaste lönsamhetsstrategierna är ökad omsättningen och minskade kostnader. Slutsats: Är att svenska e-handelsföretag fortfarande saknar resurser och kunskaper för att nyttja dataanalys fullt ut. En tredjedel av svenska e-handelsföretag går miste om fördelarna med dataanalys som även uppskattas bidra till 30 % av ökad försäljning. Dataanalys är den nya oljan och möjliggör för värdeskapande, därmed är slutsatsen av det här arbetet att svenska e-handelsföretag bör utvinna värde ur data och fokusera på att bli mer datadrivna. / Background: Over the last few years e-commerce has undergone radical changes, ten percent of which has been, among 56% of all e-commerce data analysis. Data analysis can provide many advantages; global corporations claim that 30% of their sales depend on it. There are three different strategies that Swedish e-commerce businesses can adopt to increase profitability. These are: 1. Reduce costs. 2. Increase revenue. 3. Minimise assets and total capital. Studies show that 35% of all Swedish e-commerce businesses do not have access to relevant data which could result in limiting future development. Purpose and Research Question: This study intends to examine and contribute to the knowledge of whether Swedish e-commerce businesses apply data analysis when developing profitability strategies. Which profitability strategies are used by Swedish ecommerce businesses and how do they utilise data analysis? Method: This study uses a cross-sectional design involving a survey of many e-commerce businesses of which 93 replied, five semi-structured interviews, and secondary data from 20e-commerce businesses. To analyse the empirical data, we used univariate and bivariate analysis together with content analysis. Empirical data: Sixty five out of ninety-three respondents apply data analysis when developing profitability strategies, but a third of the survey participants answered that they do not use them together. The study showed that the most common analytics tools used are descriptive and prescriptive analysis, whilst the most used profitability strategy is to increase revenue and to reduce costs. Conclusion: Swedish e-commerce businesses still lack the resources and knowledge to fully utilise data analysis. One third of Swedish e-commerce businesses do not take advantage of data analysis, even though it can increase sales by up to 30%. Data analysis is the new oil, which also enables value creation. Therefore, this study’s conclusion is that Swedish e-commerce businesses should utilise data analysis and become more data driven.

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.