TABLE OF CONTENTS
Introduction 1
Chapter 1 - Theoretical Background 4
1.1 Services – Definition 4
1.2 Services – Characteristics 4
1.3 Services – Classification 5
1.3.1 Services’ Framework by Blomstermo 5
1.3.2 Services’ Framework by Lovelock 6
1.4 E-Service 12
1.5 The Influence of Culture 14
1.5.1 Hofstede’s Dimensions 16
1.6 Organizational Culture 18
1.6.1 Influence of organizational culture on marketing 22
1.6.2 Holacracy 22
1.7 Company Organization 23
1.8 International Marketing 26
1.8.1 Marketing mix of services: “The 7 Ps” 27
1.8.2 Standardization 33
1.8.3 Adaptation/Localization 33
Chapter 2 - Internationalization Strategies 35
2.1 Internationalization of service firms 35
2.2 Drivers of internationalization 35
2.3 Internationalization entry modes 38
2.4 Internationalization Theories 40
2.4.1 Uppsala Model 41
2.4.2 Network Approach 44
2.5 Entry modes by Groenroos 45
2.6 Internationalization by Hyder and Fregidou-Malama 47
2.7 Advertising Strategy 50
Chapter 3 – What is Spotify? 58
3.1 Spotify: Overview 58
3.2 Business Model 59
3.3 Revenue and Cost Structure 62
3.4 Acquisitions 65
3.5 Historical Background 66
3.6 A link with piracy 67
3.7 About Sweden 68
3.8 Spotify: Company Profile 71
3.8.1 Organizational Culture 71
3.8.1.1 Agile Management’s Principals 76
3.8.2 International Expansion 78
3.8.2.1 Think global, Act locally 80
Chapter 4 - Advertising Strategy 84
4.1 Audio Advertising 84
4.2Spotify’s Ad Strategy: Understanding People through Music 85
4.3 Spotify’s Ad Formats 89
4.4 Spotify: The fine Art of Data 92
4.5 Listening is more important than watching 98
4.6 Advertising’s Essence 98
4.7 Nothing triggers memory quite like a song 99
4.8 Spotify’s audio messages: Comparison between Italian and German audio messages 101
4.8.1 Methodology 102
4.8.2 Corpora 102
4.8.2.1 Spotify’s Italian audio messages 102
4.8.2.2 Spotify’s German audio messages 107
4.8.3 Analysis 112
4.8.3.1 Emblematic Structure 112
4.8.3.2 Musical Fit 112
4.8.3.3 Paraverbal Elements 114
4.8.3.4 Narrative Aspects 114
4.8.3.5 Linguistics Features 115
4.8.3.6 The Communicative Intent 116
4.8.3.6.1 Five-Sentence Method and AIDA Model 118
4.8.4 Considerations 120
Chapter 5 - Customer Survey 121
5.1 My Spotify Music Experience 121
5.2 Methodology 121
5.3 Findings 122
5.4 Considerations and Suggestions 133
Conclusions 135
References 137
Appendix 145
