Beyonce Is the Subject of a New Harvard Business School Case Study
One of the world's most prestigious institutions, Harvard University, has announced that it will be publishing a new business school case study with Beyonce as the subject.
The Harvard Gazette reveals that the study, which will be released next week, will center specifically on Beyonce's surprise release of her self-titled album last year. On Dec. 13, 2013, released her fifth album unannounced on iTunes, defying all conventional wisdom regarding music marketing. The album sold 430,000 copies within its first 24 hours as a result of the buzz.
The student newspaper says that the study will look into "what it took to pull off the ambitious and costly campaign, the prevailing market conditions, the structural and technical obstacles, as well as the many difficult decisions Beyoncé and her management team confronted along the way."
The study will also publish insights and comments from executives at Parkwood Entertainment (Beyonce's label), Columbia Records, Facebook and Apple, as well as M.B.A. students' thoughts on what they would have done if they were working for Beyoncé.
“She’s clearly among the most powerful people in the music industry at the moment … so to understand the operation behind such a powerful figure is always very interesting,” said Anita Elberse, the Lincoln Filene Professor of Business Administration at HBS who co-wrote the case study with a former student, Stacie Smith.
We're sure that the music industry is looking forward to reading about what went down, and why Beyonce succeeded where others have failed.
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