Madonna

Article

Madonna – Strategy on the Dance Floor

Jamie Anderson& Martin Kupp European School of Management and technology

To be published in Business Strategy Review, Spring 2007 (forthcoming)

Abstract This article explores the theme of strategy by examining the career of Madonna, the world’s highest earning female entertainer, and one of the best-known women on the planet. The article identifies the impact that strategy can have on successful performance, both for individual managers and for organizations. As the Madonna example demonstrates, strategy is not about crafting a detailed plan to be implemented without adaptation or evolution, but about establishing an overall direction that incorporates five key elements – vision, customer and industry insight, leveraging competences and weaknesses, consistent implementation, and a drive towards continuous renewal.

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Introduction The year 2005 saw Madonna Louise Veronica Ciccone Ritchie celebrate her 47th birthday and reach new heights in what few would question as an incredibly successful career. Her documentary titled I'm Going To Tell You A Secret was debuted, showcasing Madonna behind the scenes during her Re-Invention world tour, and in July she announced that she would be releasing her 10th studio album, Confessions on a Dance Floor. The first single, ‘Hung Up’ went straight in at number one on the UK Singles Chart, marking her 11th chart-topping UK single. During the first week, ‘Hung Up’ was the number one download on iTunes stores around the world, and in November Madonna opened the MTV European Music Awards with a stage performance of the track.

So how has Madonna been able to maintain her incredible success? The answer to this question lies in five key ingredients of successful strategy that are equally relevant to companies and individuals. These five dimensions have provided the foundation underpinning Madonna’s stardom, and if diligently pursued can provide the ingredients for... [continues]

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