Purpose

This study aims to highlight a series of accidents epitomized by the success of a music artist, bringing three streams of literature together – pop culture, entrepreneurship and place branding.

Design/methodology/approach

Using an illustrative case of a 2012 YouTube hit song, Oppan Gangnam Style, by Korean artist Park Jae-Sang, the artist’s attempt to lampoon the extravagant lifestyle of Gangnam District’s residents accidentally puts them on the global map. The narrative is built around the storytelling approach.

Findings

The study highlights the intersections of pop culture creativity and entrepreneurship (albeit accidental) with implications for place branding.

Research limitations/implications

The study is overtly documentary analysis-based and could, therefore be subjected to quantitative analysis in future research. Furthermore, the conceptual model could be tested with additional cases in the future.

Originality/value

In a broad sense, this study is a pioneering effort in the field of entrepreneurship and its interconnections with other disciplines – marketing (place and entrepreneurship) and pop culture. The conceptual model could form a basis for future research in such intersections.

中文翻译：

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欧版江南style！一系列事故——地方品牌、创业精神和流行文化

目的

本研究旨在突出以音乐艺术家的成功为代表的一系列事故，将三种文学流结合在一起——流行文化、创业精神和地方品牌。

设计/方法/方法

以韩国艺术家朴载尚 2012 年的 YouTube 热门歌曲 Oppan Gangnam Style 为例，这位艺术家试图讽刺江南区居民的奢侈生活方式，意外地将他们放在了全球地图上。叙事是围绕讲故事的方法建立的。

发现

该研究强调了流行文化创造力和创业精神（尽管是偶然的）的交叉点，对地方品牌的影响。

研究限制/影响

该研究明显基于文献分析，因此可以在未来的研究中进行定量分析。此外，概念模型可以在未来用其他案例进行测试。

原创性/价值

从广义上讲，这项研究是创业领域及其与其他学科——营销（地方和创业）和流行文化的相互联系的开创性努力。概念模型可以为此类交叉点的未来研究奠定基础。