KKBOX.com

The case describes the strategic internationalization options of a digital music service provider, KKBOX.com, based in Taiwan. KKBOX was the first independent profitable digital music service provider in the world. There were several factors contributing to the profitability of KKBOX. Looking for growth, service internationalization has made KKBOX increase their involvement in international operations adapting its strategy, resources and structure. The strategies included content based path, technology platform path or new service path. Though there were good reasons to pursue each one in depth, it was vital to prioritize to understand what was negotiable and what was core when going across boarders to build a sustainable and strong brand of KKBOX.