Teaching Note: Saregama: co-creating value in an uncontested market of streaming music

Ajoy Kumar Dey is based at School of Management, IILM University, Gurugram, India. Ajoy Kumar Dey is a distinguished professor of IILM University, Gurugram. He was a Professor of Operations Management and Decision Sciences and a former Editor of a case research journal. He is one of the Directors at Large, NACRA, USA. His research encompasses curriculum design; student, consumer and employee behaviour and broader patterns of social issues of project and logistics management.

Soumik Gangopadhyay is based at the Department of Bachelor of Business Administration, Institute of Engineering and Management, University of Engineering and Management, Kolkata, India. Soumik Gangopadhyay, PhD, is a Professor in the marketing area. He has published article in SCOPUS-indexed journals. He has received Excellence in Research of 2022–2023 from IEM-UEM Group and a Gold medal (2004, 2007) from ZYDUS CADILA Healthcare. As an author, he has contributed two chapters to an edited book of Prof. Philip Kotler published by Routledge. He has two edited books.

Rabin Mazumder is based at the Department of Bachelor of Business Administration, Institute of Engineering and Management, University of Engineering and Management, Kolkata, India. Rabin Mazumder is a professor of Economics at IEM. He has published extensively in leading journals such as Journal of Retailing and Consumer Services, International Journal of Organizational Analysis, Journal of International Consumer Marketing and International Journal of Online Marketing. Mazumder is a series editor of “Contemporary Management Practices” by Routledge. He has published four edited and three textbooks.

Rajendra Nargundkar is based at Prestige University, Indore, India. Rajendra Nargundkar has a PhD from Clemson University, USA (1989). He has worked as a Professor of Marketing at IIM Indore, Director of IMT Nagpur, IFIM Business School, Bangalore. He has four major books to his credit. Marketing Research, his popular text, has released its fourth edition. His work has been published in the Academy of Management Journal and Journal of Global Marketing.

Peu Das is based at the Department of Bachelor of Business Administration, Institute of Engineering and Management, University of Engineering and Management, Kolkata, India. Peu Das is an Assistant Professor of Department of BBA, IEM-Kolkata (University of Engineering and Management. Kolkata), India. She has completed her MA in economics and has been teaching economics to undergraduate students for the past two years. She has successfully presented a research article in conference held in NMIMS, Indore, India. Her research interest is managerial economics.