1) Driving forces tend to occur within the macro-environment within which a specific business functions. These are the changes and evolutions taking place within the industry around the business. Driving force analysis is therefore a tool to provide businesses with predictions regarding the future of the industry, and what the business will be required to do in response to this future. In addition, driving forces are not within the control of a single company or film. There are many influences that should be taken into account when analyzing them. In the music industry, one very important driving force is the development of technology and communications. Recording companies are therefore obliged to take this into account when planning their responses and actions to survive in the future. One such company is Arista Records, founded by Clive Davis.
             Davis's initial paradigm was a personal approach to each new musician, and the ability to recognize best-selling talent almost instantly. Despite Davis's retirement from the company, this is still one of Arista's greatest strengths. The company should however also keep in mind the rapidly changing forces of technology and the concomitant phenomenon of globalization. Indeed, according to Wilfred Dolfsma (2000), the rapid changes in technology in the last decades have made the musical industry highly uncertain.
             The Internet, for example, has both great advantages and disadvantages for the company wishing to expand its business both nationally and abroad. As part of an international conglomerate, Arista Records is in a position to use Internet and communications technology to expand its image to its customers. And indeed the company has done so, as shown by its presence on the Internet.
             On the other hand, Internet technology, because of its fast development, has interesting implications for copyright laws. According to Dolfsma, for example, current copyrig...