Case | HBS Case Collection | February 2008 (Revised April 2010)

The Globalization of East Asian Pop Music

by Jordan Siegel and Yi Kwan Chu


This case on the globalization of East Asian pop music is useful for teaching concepts of regional business strategy and also of cultural arbitrage. Music companies in the case must examine why certain markets are clearly more profitable than others. They must also decide whether to expand internationally with a regional focus on East Asia or, alternatively, a focus on the U.S. and other Western markets.

Keywords: Profit; Globalization; Cross-Cultural and Cross-Border Issues; Business Strategy; Expansion; Music Industry; East Asia;


Siegel, Jordan, and Yi Kwan Chu. "The Globalization of East Asian Pop Music." Harvard Business School Case 708-479, February 2008. (Revised April 2010.)