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The transformation of the music industry supply chain in the new phygital scenario. Towards a hybrid consumer

Author

Listed:
  • Álvaro Fierro

    (Basque Country University, Bilbao, Spain)

  • Gloria Aparicio

    (Basque Country University, Bilbao, Spain)

  • Pilar Zorrilla

    (Basque Country University, Bilbao, Spain)

Abstract

This paper diagnoses and estimates current and potential changes in the Music Industry supply chain linked to the phygital (physical-digital) consumer. As technological disruption reshapes industry roles, consumer behavior is shifting toward hybrid patterns. We offer this analysis as a reflection for professionals, combining a literature review and analysis of digital music habits with a Delphi study of a heterogeneous sample of Music Industry agents.

Suggested Citation

  • Álvaro Fierro & Gloria Aparicio & Pilar Zorrilla, 2026. "The transformation of the music industry supply chain in the new phygital scenario. Towards a hybrid consumer," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 21(2), pages 38-50.
    • Handle: RePEc:cub:journm:v:21:y:2026:i:2:p:38-50
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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