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U2 goes to business school
July 17, 2006
There are few rock bands that would warrant the attention of a business school professor, but the exception is U2.
Ioana Popescu, assistant professor of decision science at INSEAD (Paris) has just published a paper on U2.
Popesu’s paper is a study of the band’s pricing strategy for its recent Vertigo world tour. The 90-date tour played to 3 million people and generated $260 million in revenue.
Popescu discovered that the band created a global pricing model for its ticket prices. Tickets started at $50 and went up to $165.
Interestingly, the band priced the best seats, the ones on the floor, at the lowest price.
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Influx Insights is the blog of BSSP's Influx Strategic Consulting Division. Up and running since 2004, the blog covers branding and the related areas of trends and technology.
