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Selected Case

published: 29 Oct 2018

  • Topic: Entrepreneurship
  • Region: Global

K-pop is thriving for industry veterans and entrepreneurs alike, but is a complex industry. This case is about launching a disruptive media brand that helps artists secure lucrative sponsorships and partnerships through strategic integration and content marketing. How should a start-up in the K-pop industry strategize to cater to A-listers and/or the under-served part of the market? Is catering purely to the under-served market a better strategy? While disrupting the existing business model and trying to create a two-sided marketplace, how important is communication and research in the K-pop industry?

Pedagogical Objectives:
- Teaching and applying concepts related to entrepreneurship and new business ventures, using the K-pop industry seen through an insider’s lens (Ian). - Understanding that a new business venture cannot thrive when solely based on relationships established in the past, or by virtue of having worked in the same industry before. - The importance of thorough research before starting a venture and validating the business model, which is critical to making or breaking a new business. In an entrepreneurial course, the case covers the following broad themes, with the K-pop industry as the backdrop: 1. Researching how an industry is set up, the business flow, who does what, who has what, and who plays what role at which point of decision-making. 2. The opportunities and limitations of influencer marketing. 3. The critical need (notwithstanding the ubiquity of ‘disruption’) for careful analysis and planning for new business ventures, whatever the industry.

Social Media, Music, Advertising, Entrepreneurial Ventures, Entrepreneurship, Start-Ups, Startup, Social Media, Markets