Entrepreneurial innovative ventures: Internationalization strategy of NMusic

Field lab: Entrepreneurial and innovative ventures

The goal of this thesis is to formulate the internationalization strategy of the partnership of NMusic with TRACE for entering the digital music market in Morocco. This research involves a deep characterization of both external and internal aspects that influence the business operations in Morocco, as well as the identification of the key drivers of the digital music industry. The internationalization strategy is presented through the design of the partnership’ business model, with clear definition of the value proposition, operating model and revenues for the first year of operations in Morocco. The finding related with this research is that if applied with a fundamentally wellgrounded strategic approach, the entering in the Moroccan market is feasible.