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Niagara University student published in marketing journal

by jmaloni
Wed, Oct 19th 2011 02:05 pm

Candice Lymburner, a 2011 Niagara University graduate currently pursuing an MBA at her alma mater, recently had an article published in the Journal of Marketing Development and Competitiveness. The paper, "The Future of the Music Industry," appears in Volume 5 of the peer-reviewed journal, which covers the marketing arena and the interface between marketing and firm competitiveness.

Lymburner, a Niagara Falls native and current Buffalo resident, completed the paper as an undergrad, along with Bohdan Pikas, a professor of marketing in NU's College of Business Administration and chair of its commerce department, and visiting professor, Anastasia Pikas. The article examines how people obtain their music in the digital age and what it means for the future of the industry. It also examines purchasing habits for associated products, including concert tickets and band apparel.

The trio created and conducted surveys and read through numerous articles pertaining to the impact that the Internet has had on the music industry. A great deal of time went into researching how Napster and, later, iTunes have shifted the way that musicians were procuring revenue. Furthermore, the group looked to identify what the music industry's plans were for continuing to adapt to these changes in order to remain profitable.

The survey portion took approximately two months to conduct while the paper in its entirety, including survey analysis, was completed in about one year.

"I put a lot of time and effort into writing this paper and it was an honor to know that my hard work was going to be recognized," said Lymburner, who is working in M&T Bank's central operations division while pursuing her MBA. "I was very lucky to work with Professor Pikas on this thesis; he gave me valuable advice and direction and spent a lot of time revising the paper for publication. It was a great accomplishment for me, and I couldn't have asked for a better mentor throughout this process."

The paper can viewed at http://www.na-businesspress.com/JMDC/PikasWeb.pdf.

For more information about Niagara University's business programs, including its master's degree program in business administration, visit www.niagara.edu/business or call 716-286-8050.


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