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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." （點擊路透社網站查看原文）

Lady Gaga經營之道可為表率

???????據路透社報道，德國一位商業研究人士周三表示，企業可以從流行歌手Lady Gaga那里學習戰略創新之道。

???????來自柏林歐洲管理和技術學院的馬丁·克虜勃教授說，Lady Gaga的巨大成功主要在于她能讓不同的消費者以不同的方式和她的品牌聯系起來。

???????克虜勃說：“Lady Gaga模糊了行業界限。讓人搞不清她到底是音樂人，是藝術家，還是時尚設計師。我想一些人更容易把她和時尚或其它娛樂形式聯系起來，而非音樂。”

???????他還贊揚了這名歌手的社交媒體戰略，認為企業可以從Lady Gaga身上學習影響一個業已成型行業的新方法。

???????克虜勃說：“社交媒體不是單向交流，Lady Gaga深諳其道。社交媒體強調的是感情、參與和互動，所以她很超前。”

(China.org.cn May 27, 2011)