In March 2011, Troy Carter, the manager of pop star Lady Gaga, is reflected in the decisions made about their concert tour of the artist and is faced with a new set of problems related to the launch of the new Lady Gaga album, Born This Way. There are huge, expensive start akin to a "tent-pole" movie, the best way to capitalize on the popularity of Gaga, or a more moderate approach that relies on word-of-mouth, how to proceed? Designed to help students understand the solutions that have helped to promote Lady Gaga in one of the biggest names in the world of entertainment. Written from the point of view of its manager, the case provides a rich look at the artist's performances, recorded music, and social media activities, and support for economic data. "Hide
by Anita Elberse, Michael Christensen Source: HBS 15 pages. Publication Date: August 16, 2011. Prod. #: 512017-PDF-ENG
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