Author Archives: Álvaro Fierro

Álvaro Fierro, PhD, Basque Country University, Faculty of Economics and Business, Marketing and Market Research Department, 83 Avenida Lehendakari Agirre, 48015 Bilbao (Biscay), Spain, e-mail: alvaro.fierro@ehu.eus

Jun302026

Marketing Science and Inspirations Journal Paper

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

Research Paper, Vol 21, Issue 2, 2026By Álvaro Fierro June 30, 2026

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.

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