Title

Richard Wagner's Legacy: 200 Years Of Battle Over Business

Publication Type

Case

Year Completed

2012

Abstract

The narrative of the case revolves around the legacy of Richard Wagner, one of the world’s greatest composers. It zooms in on his glamorous great-granddaughter Katharina Wagner, who has won a bitter family feud and now runs the yearly Wagner festival, a global cultural highlight and a vast musical enterprise. She positions herself as the modern face of a traditional business. However, in spite of expertly handling the publicity around the Wagner brand, Katharina is struggling to understand and meet the conflicting expectations of many stakeholders. Opponents gleefully expect her and her strategy to fail. Katharina is faced with the question if she should continue leading the Wagner festival after 2015. Giving up would mean interrupting 200 years of heritage.

Keyword(s)

public relations, communications management, media relations

Discipline

Advertising and Promotion Management | Business and Corporate Communications | Marketing

Data Source

Published Sources

Industry

Music, Opera

Geographic Coverage

Germany

Temporal Coverage

1875-2012

Education Level

Executive Education; Postgraduate; Undergraduate

Publisher

Singapore Management University

Case ID

SMU-12-0022

Comments

SMU Faculty/Staff can download the case & teaching note with your SMU login ID & Password via the following links:

For purchase of the case and supplementary materials via The Case Center, please access the following links: