AKB48: Going Global? (A)

After a remarkable success in Japan, the producer of the Japanese female singing group AKB48 evaluates market opportunities overseas for his artistic creation. This case introduces the business model behind the AKB48 concept and allows students to identify what geographic market—China, Indonesia, Taiwan, the Philippines, Thailand, or South Korea—is more suitable for AKB48’s first move overseas. During the discussion, students also identify the geographic limits of a product and what changes, if any, should be made to adapt to a chosen market. Given high levels of piracy in the music industry, students are not only able to explore the value creation aspects of AKB48, but also the value-capture features of its business model.