The entrepreneurial transformation process of BTS: initiation, development, growth and expansion

Abstract

Purpose: This paper explores the entrepreneurial transformation of Bangtan Sonyeondan or Bangtan Boys (BTS), tracing their journey from initiation through expansion. Despite the global prominence of their music, dance and outreach, many aspects of BTS’s meteoric rise remain underexplored. This study aims to illuminate the strategic and organizational developments that have propelled their unprecedented growth in the global media landscape. Design/methodology/approach: Using case study research methods, this paper uses a multimodal approach to examine BTS’s intricate interactions with market dynamics and fan engagement comprehensively. Using entrepreneurial innovation as the overarching theoretical framework, the authors categorize BTS’s transformational processes into drivers, practices and outcomes, thereby elucidating the strategies used to navigate key challenges and pivotal moments in their worldwide ascent. Findings: The BTS organization exhibits a distinct entrepreneurial orientation and transformation process across its phases of initiation, development, growth and expansion. The authors identify specific drivers, practices and outcomes along with strategic vision, actionable practices and measurable performance outcomes at each stage. Research limitations/implications: While this study draws valuable parallels between BTS’s trajectory and established growth models, it recognizes the limitations inherent in a single-case study approach. The findings highlight the critical role of entrepreneurial leadership in the entertainment industry and suggest further exploration into the universal applicability of these models across different genres and cultural contexts within the music industry. Practical implications: This paper underscores the importance of entrepreneurial innovation within entertainment organizations. The conceptual framework provided can assist managers in formulating strategies and policies for the growth and transformation of similar entities. Social implications: BTS’s case demonstrates how engaging a global audience with culturally specific content and the universal appeal of youthful energy can be transformative. This engagement is facilitated through effective use of music, dance and dynamic interactions on social media. Originality/value: By analyzing BTS from an entrepreneurial leadership perspective, this study offers unique insights by examining their internal motivations and managerial practices, as well as the external outcomes, spanning from 2010 to 2023.