The strategic genius of Taylor Swift: Her success is about much more than her music—and innovators can learn from it.
By: Evers, Kevin
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Material type: 
BookPublisher: Hayward Business Review Description: 103(2), Mar-Apr, 2025: p.102-109.
In:
Hayward Business ReviewSummary: At age 35, Taylor Swift has been at the top of the music industry for two decades. She’s one of the top 10 best-selling artists of all time and the most financially successful musician of her generation. Her Eras Tour, which set off a global frenzy, was the highest-grossing tour in history. And while the music business has undergone profound technological and business model disruptions, Swift has managed to thrive throughout all the changes. The secret to Swift’s long-term success, this article argues, can be attributed to four behaviors: targeting untapped markets, finding opportunities to create stickiness, maintaining productive paranoia, and adapting to radical shifts in platforms. By studying the sophisticated moves she has made, business leaders can draw valuable lessons on innovation, reinvention, and strategic thinking.c- Reproduced
https://hbr.org/2025/03/the-strategic-genius-of-taylor-swift
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
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Articles
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Indian Institute of Public Administration | 103(2), Mar-Apr, 2025: p.102-109 | Available | AR135599 |
At age 35, Taylor Swift has been at the top of the music industry for two decades. She’s one of the top 10 best-selling artists of all time and the most financially successful musician of her generation. Her Eras Tour, which set off a global frenzy, was the highest-grossing tour in history. And while the music business has undergone profound technological and business model disruptions, Swift has managed to thrive throughout all the changes. The secret to Swift’s long-term success, this article argues, can be attributed to four behaviors: targeting untapped markets, finding opportunities to create stickiness, maintaining productive paranoia, and adapting to radical shifts in platforms. By studying the sophisticated moves she has made, business leaders can draw valuable lessons on innovation, reinvention, and strategic thinking.c- Reproduced
https://hbr.org/2025/03/the-strategic-genius-of-taylor-swift
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