**4. Case Metallica**

sustaining or incremental innovation while stepping down on a lower new "S" curve can lead to radical or disruptive innovation, as the new "S" curve surpasses existing "S" curve. Compared

to current business there is discontinuity [10, 11].

136 Organizational Conflict

**Figure 4.** S-curve of innovation [10, 11].

**Figure 3.** Product life cycle [8, 9].

Metallica is an American band that has sold approximately 110 million albums and is the world's most widely sold heavy music band. Drummer Lars Ulrich and guitarist James Hetfield founded the band in 1981 in Los Angeles and have been in the band all the time. The current lineup also includes guitarist Kirk Hammett and bassist Robert Trujillo. Other members of the band have been guitarist Dave Mustaine and bassists Ron McGovney, Cliff Burton and Jason Newstedt [15].

During its 36-year career, Metallica has released 10 albums, of which the latest, 2016 published Hardwired… to Self-Destruct rose to the top of the lists in 57 countries, was among the top 3 in 75 countries and top 5 in 105 countries. It means that Metallica is still a very relevant band. Metallica's music style has changed a lot during its career. The band started with their Kill'em All debut as a thrash metal band, and has been recognized to be the main contributor to this genre. In the 1986, the release of their third album, the Master of Puppets, the band became known to the general public, which meant that music magazines, managers and record companies became more interested in Metallica. After their …And Justice for All album, the band simplified and slowed down their music toward hard rock. This resulted in the 1991 Black Album, which made Metallica mainstream. It is the band's most successful album selling over 30 million worldwide. It was also Metallica's first album, which won the Billboard 200 selling approximately 600,000 copies in the first week. Until Black, the band's music sales went up by leaps, so the audience liked Metallica's changes. Even though some of the fans were lost as the band's music softened, they were replaced by new audiences. Controversial Load and Reload albums released in 1996 and 1997 sold well in comparison with other artists, but very little compared to Black's sales figures. After Reload, the band returned to its thrash and heavy metal roots with the releases St. Anger, Death Magnetic and Hardwired… to Self-Destruct albums in 2003, 2008 and 2016, respectively. During their career, Metallica has received nine Grammy Awards. In 2009, Metallica was nominated to the Rock and Roll Hall of Fame [12–15, 38, 39].

Metallica's rise to the top has not been easy. At the beginning of the 1980s, nobody was interested in the band that was against conventions of the music industry and the popular music of the time. Metallica was the underdog that lived outside the box. Nothing was given to Metallica on a silver platter. Many other bands surrendered by ending or adapting their music under external and internal pressure, but for Metallica, these struggles have been an asset to do their own business [12–14, 38, 40]. Although the band has been close to breaking down, it has created a success recipe by exploiting conflicts. Let us start from the intrapersonal conflicts of Metallica's founders, Lars Ulrich and James Hetfield, because the Metallica spirit arises from their internal interests, values and demons.
