Old CEOs can learn a few new tricks from Lady Gaga

Wed May 25, 2011 12:39pm EDT
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By Eric Kelsey

BERLIN (Reuters) - Singer Lady Gaga may be recognized by most for her provocative outfits and wild shows, but she can school corporations in strategic innovation, a German business researcher told Reuters on Wednesday.

Lady Gaga, whose second album, "Born This Way," was released on Monday, is widely expected to produce strong sales and land atop the music charts, regardless of critical reception.

A result that is largely due to her ability to vary how consumers relate to her brand, said Martin Kupp, a professor at the European School of Management and Technology in Berlin.

"Lady Gaga blurs the industry boundaries and it's not really clear if she's a musician, artist or fashion designer," said Kupp, an author of a recent book on business lessons from artists such as singer Madonna and Renaissance painter Titian.

"I think there may be people out there who associate her much more with fashion or with other sorts of entertainment than music," Krupp added of the 25-year-old whose attention-getting attire has included a raw meat dress.

Billboard estimated 450,000 to 750,000 copies of her record released by Universal Music Group's Interscope Records could be sold in the first week alone.

High demand for a special 99-cent download of the album caused the servers of online retailer Amazon to crash.

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<p>Singer Lady Gaga performs on the Canal Plus television show "Le Grand Journal" in Cannes during the 64th Cannes Film Festival, May 11, 2011. REUTERS/Yves Herman</p>