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AKB48: Going Global (B)

Reference: HBS-717446-E
Year: 2011
Number of pages: 7
Geographic Setting: China;Indonesia;Japan;Philippines;South Korea;Taiwan;Thailand
Publication Date: Jun 30, 2017
Source: HBSP (USA)
Type of Document: Case
Industry Setting: Music

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Description

After a remarkable success in Japan, the producer of the Japanese female singing group AKB48 evaluates market opportunities overseas for his artistic creation. This case introduces the business model behind the AKB48 concept and allows students to identify what geographic market - China, Indonesia, Taiwan, The Philippines, Thailand or South Korea - is more suitable for AKB48's first move overseas. During the discussion, students also identify the geographic limits of a product and what changes, if any, should be done to adapt it to a chosen market. Given high levels of piracy in the music industry, students are not only able to explore the value creation aspects of AKB48 but also the value capture features of its business model.

Keywords

Brand building Brand extension Branding Brands Business Models Expansion Globalization strategies Intellectual property International business Market entry Strategy Value creation