You are hired as a marketing expert by the Spotify CEO in order to create more income, with a starting point in Spotify’s ‘DNA’ profile.

1. What are the main elements of Spotify’s competitive advantage? Do you think that Spotify has real core competences, which are more powerful than competitors’ competences?

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2. Describe the main stages in the consumers’ buying process, ending up with a paying subscriber of Spotify’s music streaming.

3. What are the main influences on the B2B decision process in order to increase the advertising generated revenue?

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