What “time-based” marketers can learn from successful K-pop strategies

Maya Yegorova

Industries where products have short lifecycles – such as fashion, entertainment and tech – can boost a product’s social exposure through effective “time-based strategies”, a study has found.

Marketers specializing in “time-based” products – from apparel to movies and tech offerings – could benefit from understanding the success strategies of K-pop songs, a study has found.

These insights were drawn from a study, “Manufacturing Popularity: An Ecological Model of Time-Based Competition,” published in the Strategy Science and written by William P. Barnett (Stanford Graduate School of Business), Mooweon Rhee (Yonsei Graduate School) and Elise Tak (Stanford Graduate School of Business).

K-pop, the shorthand term used to describe popular music from a wide range of South Korean artists, is a useful case study for other industries given...

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