Publications
Publications
- February 2022 (Revised October 2022)
- HBS Case Collection
P.T. Barnum: Changing the World
By: Robert Simons and Shirley Sun
Abstract
This case describes the life of P.T. Barnum, widely considered to the be the father of modern advertising and marketing. Barnum showed his genius for business early, selling lottery tickets and confections from his father’s store. He went on to found a famous museum of curiosities that attracted millions of visitors and the world’s most famous circus. The case describes his unconventional business choices driven by his lifelong desire to make people happy. His entertainment was often controversial, however, leading to spirited in-class discussions.
Keywords
Entertainment; Entrepreneurship; Personal Characteristics; Marketing; Success; Values and Beliefs; Mission and Purpose; Entertainment and Recreation Industry; United States; Europe
Citation
Simons, Robert, and Shirley Sun. "P.T. Barnum: Changing the World." Harvard Business School Case 122-076, February 2022. (Revised October 2022.)