Abstract
This case study examines how the product BEATS by Dre, entered pop culture and rose to success in the current market. Through a literature analysis and a review of the company’s organizational structure, Beats Electronics is assessed due to its entrepreneurial prowess. The success of Beats by Dre addressed a critical problem in the marketplace, consequently, becoming the top premium sound model to entrepreneurs across the globe. Through the lens of Hip Hop, readers can observe the characteristics of effective entrepreneurship, which is essential for success in the business world. The result of this investigation is significant because the results can better assist scholars and practitioners in how to inject the entrepreneurial mindset in popular culture.
Highlights
Beats by Dre tapped into the premium sound market and demonstrated great success through the entrepreneurial feat of building a multi-billion-dollar industry in a relatively short amount of time
As demonstrated in the case study, Beats by Dre utilized an exceptional strategy to market their product to the world
What began as two men attempting to enhance the listening experience of consumers, evolved into an international multi-billion-dollar industry worthy of study and praise
Summary
Beats by Dre tapped into the premium sound market and demonstrated great success through the entrepreneurial feat of building a multi-billion-dollar industry in a relatively short amount of time. What began as a solution to the problem of inadequate music listening experiences quickly expanded into what is today the uber successful company that holds most of the premium headphone market. This case study analysis will examine the critical factors that made Beats by DRE successful in order to share the results with other potential entrepreneurs in underserved communities. Dr Dre and James Iovine recognized this reality as an opportunity. Dr Dre claimed that the sound quality of cheap headphones and listening devices, “destroy the feeling of what [he’s] worked on” (Mothersbaugh & Hawkins, 2013). Iovine and Dre marketed their product www.scholink.org/ojs/index.php/jbtp
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