Selling Shakespeare: Lessons for Multinationals
In Bollywood, Shakespeare’s stories have been retold since the dawn of Indian cinema, and become major money-spinners courtesy of movies such as Omkara (Othello) and Haider (Hamlet). In corporate America, his plays have been seized upon by executive training teams [book]. And in China, Shakespeare’s works are being marketed to a new generation of domestic consumers, eager for a taste of historical culture. Author and critic Andrew Dickson goes on a globe-trotting journey to find out how the Bard is still very much in business – and discovers one of the most successful and flexible cultural brands there is.