Bikram Yoga: Doing Yoga the McDonald's Way?

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Case

Reference no. 304-444-1

Subject category: Strategy and General Management

Authors: Srikanth Gandlur (ICFAI Business School Case Development Center); Kausiki Darbha (IBS Case Development Center)

Published by: IBS Case Development Center

Published in: 2004

Length: 13 pages

Data source: Published sources

Topics: Bikram Yoga; Bikram Choudhury; Yoga in America; Intellectual property rights; Sun Valley conference; Copyright protection; McDonald's franchising model; Commodification; Commercialisation; Brand strength; Patanjali's Ashtanga Yoga; Alternative health treatment; Patents and trademarks

Share a link: https://casecent.re/p/19983

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Abstract

Yoga, a traditional Indian approach to physical fitness, mental peace and spiritual bliss, has been in the public domain for more than five thousand years. The 20th century witnessed the rise and spread of yoga in several forms and styles, around the world. Especially in the US, the popularity of yoga turned it into a multimillion dollar business. It raised concern when one such style - Bikram Yoga - sought copyrights and set forth a franchising business model. This case attempts to bring out the controversy about Bikram Yoga in the wake of its protection as an intellectual property, and helps discuss the issue of commodification and commercialisation of Yoga. A structured assignment ''304-444-4'' is available to accompany this case.

Location:

USA

Other setting(s):

2004