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Master Thesis Final Version.pdf

Master Thesis Final Version.pdf

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Published by Salvetti Luc

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Published by: Salvetti Luc on Oct 14, 2013
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The Movie IndustryCrisis: Focus on theOnline Pirate
SALVETTI LUC14/11/2009Master of Science in MarketingPhilippe Odoux
EDHEC Business School does not express approval or disapproval concerning theopinions given in this paper which are the sole responsibility of the author.
Movie Piracy is considered by Dan Glickman as “
the greatest threat to the economic basis of movie-making in its 110 year-history". If the Motion Pictures Association o
America’s topper is so afraid by the phenomenon, it must be very important. It is
very weird to find out that there are very few researches made about it. Somequantitative ones have been done to figure out the importance of this consumer misbehavior. It is also very surprising that even if deviant behavior has been studiedfor a long time by marketers, nobody has really focused on this particular deviant behavior.The purpose
of this study is to explore the pirates’ mind, how and why they act. In
order to do so, we will first review the already made researches about the phenomenon in a literature review. Then we will summarize the current knowledgeabout the movie industry and the deviant behavior. The second part will focus on the pirate and will try to draw a portrait of him in order to understand what drives his behavior and how to tackle effectively the issue of movie piracy.
Table of Contents
AbstractPlanLiterature ReviewFirst Part: Overview of the current Knowledge
A/ The Movie Industry and the Threat of PiracyB/ Understanding and Theories concerning Deviant Behavior
Second Part: The Pirate’s Behavior and its
A/ Presentation of the QuestionnairesB/ Observations on InternetC/ Analysis
Limits and Conclusions of the StudyReferencesAnnexes

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