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
Research Areas
Corporate Communication
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
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