Product details

The POZITIF case provides a fascinating look at an entrepreneurial success story in a difficult market- bringing live Western music styles like jazz, reggae, blues etc to Turkey. An environment with almost no previous tradition or visible market for the product that wanted to be introduced and full of further obstacles proved to be on closer examination full of opportunities for the first entrepreneurs that dared to move ahead. Founded with almost zero capital, POZITIF is now among the best-known music organization and distribution companies of the world. The case can be used to teach basic strategy issues like the nature of value creation, industry and capabilities analysis etc as well as the impact of national environments on innovations. It includes analyses of the Turkish economic environment, POZITIF's past, present and possible future expansion strategies as well as the important aspects of the music business worldwide.