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International Business 13th Edition by Donald Ball,Michael Geringer,Michael Minor ,Jeanne McNett
Edition 13ISBN: 978-0077606121International Business 13th Edition by Donald Ball,Michael Geringer,Michael Minor ,Jeanne McNett
Edition 13ISBN: 978-0077606121 Exercise 2
Lady Gaga Reaches India
When Lady Gaga wanted to replicate her superstardom in India, she had a problem. Unlike in the United States, in India the music industry is largely driven by the film industry, so hit songs are predominantly from hit movies. So she had her song, "Born This Way," remixed by Bollywood composers Salim and Salaiman to produce a hybrid song that would have more Indian appeal. A second song, "Judas," was remixed by Panjabi MC. In terms of these two songs, we can analyze her adaptation to the
Indian market. First, the vocals and video were the same, the backing track was changed to use Indian instruments, and the "beat" was altered to be recognizably "Indian." India has more than 700 million people under 30 years
old, opening up a vast new potential market for the singersongwriter. India is already a major entertainment market- Bollywood sells about 1 billion more tickets per year than does Hollywood.
Although Lady Gaga did not re-record her singing in any of her songs, she did allow change in parts of the songs by changing the rhythm tracks. Is Lady Gaga's product in India unchanged, or not? What other examples can you think of where the line between a changed and unchanged product is difficult to draw?
Compared to modern film, contemporary foreign music doesn't seem to do very well abroad. Can you speculate about why that is?
When Lady Gaga wanted to replicate her superstardom in India, she had a problem. Unlike in the United States, in India the music industry is largely driven by the film industry, so hit songs are predominantly from hit movies. So she had her song, "Born This Way," remixed by Bollywood composers Salim and Salaiman to produce a hybrid song that would have more Indian appeal. A second song, "Judas," was remixed by Panjabi MC. In terms of these two songs, we can analyze her adaptation to the
Indian market. First, the vocals and video were the same, the backing track was changed to use Indian instruments, and the "beat" was altered to be recognizably "Indian." India has more than 700 million people under 30 years
old, opening up a vast new potential market for the singersongwriter. India is already a major entertainment market- Bollywood sells about 1 billion more tickets per year than does Hollywood.
Although Lady Gaga did not re-record her singing in any of her songs, she did allow change in parts of the songs by changing the rhythm tracks. Is Lady Gaga's product in India unchanged, or not? What other examples can you think of where the line between a changed and unchanged product is difficult to draw?
Compared to modern film, contemporary foreign music doesn't seem to do very well abroad. Can you speculate about why that is?
Explanation
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Case Summary: Lady Gaga, the famous A si...
International Business 13th Edition by Donald Ball,Michael Geringer,Michael Minor ,Jeanne McNett
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