External Media Coverage
This episode is produced and published by Harvard Business School / HBR Presents. Wootomatic hosts this embedded stream for educational and commentary purposes.
Oktoberfest: Making Money Off of Tradition
Hosted by Brian Kenny / Harvard Business Review
Episode Summary
Oktoberfest began as a raucous wedding celebration in Germany more than 200 years ago and has since grown into a worldwide phenomenon. Munich, alone, hosts some 6.4 million guests (who consume almost 8 million liters of beer) during the festival each year. Harvard Business School professor Juan Alcacer discusses how the Oktoberfest brand has been transplanted around the globe, whether copycat festivals help or hurt its reputation, and to what extent its original hosts could or should be profit-motivated.
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