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Edition: U.S. Article Comments (1) Follow Reuters Facebook Twitter RSS YouTube Read Alleged Tucson shooter ruled incompetent for trial 3:49pm EDT Scotty in with a chance? "Dancing" audience beats "Idol" 1:48pm EDT WRAPUP 3-US Democrats press advantage after election win 4:35pm EDT Elizabeth Smart kidnapper could face life in prison 8:48am EDT Tornadoes death toll rises, more storms forecast | 4:42pm EDT Discussed 327 Obama and Netanyahu face tense meeting on Mideast 127 As hours tick by, ”Judgment Day” looks a dud 105 Broadcaster silent as Judgment Day hours tick by Watched Scientists revive ancient spider in stunning 3D detail Tue, May 24 2011 Deadly Missouri tornado captured on video Mon, May 23 2011 Funnel cloud touches down in Oklahoma 4:31am EDT small business Will "Oprah effect" endure? Over her 25-year run, an endorsement from Oprah Winfrey has been a cure-all for many small businesses. But who will they turn to now that the daytime TV queen is leaving? Full Article | Slideshow Chicago looks to SPARK startups Conan O'Brien makes innovators list TechStars on how to pitch investors Old CEOs can learn a few new tricks from Lady Gaga Tweet Share this 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,... Email Print Related News Sarkozy's Web initiative faces reality check Tue, May 24 2011 Lauren, Scotty bring country to "American Idol" finale Tue, May 24 2011 Eminem, Justin Bieber scoop Billboard Music Awards Mon, May 23 2011 Lady Gaga finally hatches "Born This Way" Fri, May 20 2011 Foursquare, LivingSocial eye local ad dollars Fri, May 20 2011 Analysis & Opinion Bebo founder working on a “little social network” Bill Keller’s war on the Internet keeps the Times down Related Topics Entertainment » Fashion » Music » People » Small Business » Lifestyle » Singer Lady Gaga performs on the Canal Plus television show ''Le Grand Journal'' in Cannes during the 64th Cannes Film Festival, May 11, 2011. Credit: Reuters/Yves Herman By Eric Kelsey BERLIN | Wed May 25, 2011 12:39pm EDT 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. SHAKE UP Kupp and his colleagues in a recent case study credit the singer's social media strategy as a way for businesses to learn new methods to shake up an established industry. By using social network Facebook and micro-blogging site Twitter, Lady Gaga has developed an army of fans through virtual interaction and not by pushing traditional marketing principles of promotion, product and price onto consumers, Kupp said. "Social media is not a one-way communication and I think Lady Gaga understands that," Kupp said. "It's more about emotions, engagement and interactivity, so she's very advanced." Lady Gaga refers to herself as "mother monster" and her fans as "little monsters," Kupp noted, adding that such a bond is not lost on consumers. "That's what you're looking for in social media," he said. "It's to create much more intimacy than what you created with traditional marketing instruments." Kupp said Lady Gaga's business strategy has been able to breathe life into the music industry which has struggled to adapt its business model with the technological change to Internet downloads and online piracy. "She's a role model to show that it's not only about music but also about concerts, merchandising, art, fashion, media and daily life," Kupp said, adding that her record label profits on all of her other activities, too. (Editing by Paul Casciato) Entertainment Fashion Music People Small Business Lifestyle Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. Comments (1) Pseudonymous wrote: Or they could learn from your journalists by failing to do their research. Even I know “Born This Way” is her third album. May 25, 2011 1:59pm EDT -- Report as abuse See All Comments » Add Your Comment Social Stream (What's this?) © Copyright 2011 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Super Lawyers Attorney Rating Service Reuters on Facebook Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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