UConn Today – Superstar Taylor Swift may have exceptional musical talent and a legion of devoted fans, but, a UConn scholar argues, it is her nearly flawless business strategy that has fueled her path to superstardom.
“Talent only gets you so far,’’ says Sami Ghaddar, a School of Business professor who specializes in business strategy. “I would say that Taylor Swift is a very savvy businessperson.
“In an industry where rivalry is intense, it requires well thought-out and prudent decisions to reap the rewards that she has. Taylor Swift is a person; but Taylor Swift is also a business.’’