Nswer 3 questions for the Lady Gaga PART A (Marketing Case)
Lady Gaga PART A (Marketing Case)
(October 15, 2011)
By Anita Elberse & Anita Elberse
Harvard Business School
1. If you were Troy Carter, which of the three touring options would you pursue for Lady Gaga? Why?
2. How much money does Gaga stand to gain (or lose) under each option? In your view, do the potential rewards justify the investment? And can Carter do anything to mitigate the risks o pursuing a solo tour?
3. Are Gagaas main partners-Live Nation, WME and her record label Interscope-likely to have the same preferences regarding the three options? Are their incentives generally aligned with Gagaas?