Petri Parvinnen

Dept of Marketing and Management, Helsinki School of Economics, Finland

February 2010 – April 2010. Working with Michael Hannan, Graduate School of Business

My research initiatives deal largely with the relationship between industry dynamics and business unit profitability. Having looked at numerous other industries, my attention is now focused on the popular music industry, which is facing an industry-level transformation with increasing e-sales, e-distribution and e-marketing. Using database research and videography, my research project investigates the role of music genres in determining the rock band/artist success. I pay particular attention to cross-genre strategies at the market entry phase. During my time at Stanford, I’ll be conducting analyses and setting up an empirical operation on the west coast.