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  • June 2017
  • Case
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AKB48: Going Global? (A)

By: Juan Alcácer, Kotaro Sasamoto, Tee Chayakul and Mayuka Yamazaki
  • Format:Print
  • | Language:English
  • | Pages:20
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Abstract

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.

Keywords

Brand Building; Brand Extension; Culture-based Products; Global Products; Differentiation; Intellectual Property; International Business; Local Products; Strategy; Value Capture; Market Entry and Exit; Music Entertainment; Business Model; Global Strategy; Global Range; Brands and Branding; Value Creation; Expansion; Music Industry; Japan; China; Indonesia; Taiwan; Philippines; Thailand; South Korea

Citation

Alcácer, Juan, Kotaro Sasamoto, Tee Chayakul, and Mayuka Yamazaki. "AKB48: Going Global? (A)." Harvard Business School Case 717-445, June 2017.
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About The Author

Juan Alcacer

Strategy
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Related Work

    • June 2017
    • Faculty Research

    AKB48: Going Global? (B)

    By: Juan Alcácer and Mayuka Yamazaki
Related Work
  • AKB48: Going Global? (B) By: Juan Alcácer and Mayuka Yamazaki
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