Madichie, Nnamdi O. - In: Journal of Research in Marketing and Entrepreneurship 23 (2020) 1, pp. 103-121
Purpose: This study aims to highlight a series of accidents epitomized by the success of a music artist, bringing three streams of literature together – pop culture, entrepreneurship and place branding. Design/methodology/approach: Using an illustrative case of a 2012 YouTube hit song, Oppan...