@Bntheloop News: Beyonce Has Her Own College Course Now “The Business Of Being Beyonce”.
A new Harvard Business School study scheduled to be released next week will highlight how Beyoncé has come to “Run the World.”
Beyoncé surprised fans in December by secretly dropping her fifth studio album exclusively on iTunes, complete with 14 songs, 17 videos and no advance publicity. The superstar songstress sold more than 600,000 units in the U.S. in the first three days of launch, and somehow managed to partner with Facebook and Instagram without word surfacing early.
Elberse co-wrote the study with her former student Stacie Smith, according to the Harvard Gazette. The case will examine what it took to successfully pull off the costly campaign, as well as the obstacles that nearly hindered that success. Top executives from Beyoncé-owned Parkwood Entertainment, her label Columbia Records, Facebook and Apple have provided their insight, which students will use to decide what actions they would have taken had they been working for the star.
Elberse will be teaching the case in her course, “Strategic Marketing in Creative Industries,” early next month, and will focus on questions such as, “How will the unusual strategy affect other musicians?” Or, “What effect might the release have on Beyoncé’s relationship with companies not included in the launch?” After all, behemoth retailers Target and Amazon refused to stock the record in spite of the iTunes exclusive.