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    Why Metallica Changed Music World – Effectuation Perspective
    (Wyższa Szkoła Biznesu - National-Louis University and Foundation for the Dissemination of Knowledge and Science “Cognitione”, 2016) Salmela, Erno
    The purpose of this article is to understand the underlying factors why Metallica was capable of creating radical changes in the music industry and conquering the world. Metallica ́s history is examined during the period of 1981-1991 when Metallica advanced from a garage band into one of the world’s biggest bands. Metallica also played a remarkable role in the generation of new thrash metal genre. The effectuation theory is utilized in analyzing how this happened. This study provides knowledge on what is needed in creating this kind of success and progress. Prior to this, the effectuation theory has not been connected to the operations of any band or even other artists.