Exogenous Factors Affecting the Manila Music Industry: A Proposed Marketing Strategy Model

This study investigates the dynamic relationship between exogenous factors and marketing strategies in Manila’s music industry, aiming to provide actionable insights for stakeholders. Through a mixed-method approach involving surveys and interviews, the study explores the impact of digital revolution, technological disruption, natural disasters, and global competition. While statistical analysis reveals no significant correlations, qualitative insights highlight essential practices for success. Leveraging digital platforms and building strong networks emerge as crucial strategies, aligning with literature emphasizing digital literacy and collaboration. Recommendations include enhancing digital presence, fostering collaborations, preserving cultural identity, and remaining agile to market dynamics. The study underscores the importance of adaptive marketing strategies. These findings offer valuable guidance for stakeholders seeking resilience and growth in Manila’s music industry.