HBSP (USA)
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The Munich Oktoberfest: From Local Tradition to Global Capitalism
Alcacer, Juan; Bettinger, Christian; Philippi, AndreasCase HBS-714439-EStrategyOktoberfest, an annual festival held in Munich (Germany) for more than 200 years, has grown in recent decades into a hugely popular event that attracts 7 million visitors annually, a large proportion of which are foreign. In fact, Oktoberfest's global appeal is so strong that hundreds of copycat Oktoberfest events exist in cities as diverse as Cincinnati (U.S.), Bangalore (India), Beijing (China), and Blumenau (Brazil). The case provides informat...Starting at €8.20