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A German business researcher said on Wednesday that pop singer Lady Gaga can school corporations in strategic innovation, Reuters reported.

Prof. Martin Kupp at the European School of Management and Technology in Berlin said the singer's great success is largely due to her ability to vary how consumers relate to her brand.

"Lady Gaga blurs the industry boundaries and it's not really clear if she's a musician, artist or fashion designer," said Kupp. "I think there may be people out there who associate her much more with fashion or with other sorts of entertainment than music".

He credited the singer's social media strategy as a way for businesses to learn new methods to shake up an established industry.

"Social media is not a one-way communication and I think Lady Gaga understands that," Kupp said. "It's more about emotions, engagement and interactivity, so she's very advanced." （点击路透社网站查看原文）

Lady Gaga经营之道可为表率

       据路透社报道，德国一位商业研究人士周三表示，企业可以从流行歌手Lady Gaga那里学习战略创新之道。

       来自柏林欧洲管理和技术学院的马丁·克虏勃教授说，Lady Gaga的巨大成功主要在于她能让不同的消费者以不同的方式和她的品牌联系起来。

       克虏勃说：“Lady Gaga模糊了行业界限。让人搞不清她到底是音乐人，是艺术家，还是时尚设计师。我想一些人更容易把她和时尚或其它娱乐形式联系起来，而非音乐。”

       他还赞扬了这名歌手的社交媒体战略，认为企业可以从Lady Gaga身上学习影响一个业已成型行业的新方法。

       克虏勃说：“社交媒体不是单向交流，Lady Gaga深谙其道。社交媒体强调的是感情、参与和互动，所以她很超前。”

(China.org.cn May 27, 2011)