Please reference the other-oriented, environment-oriented, and self-oriented values in the text. Choose a few of these values and explain how they are relevant to Beats by Dre and Beats Music.

I'm unsure which chapters in the book would help in understanding this question but please try your best.

2-3 BEATS BY DRE'S RISE TO THE TOP In 2006, rapper Dr. Dre and music industry mogul listening experience for consumers using mobile devices James lovine began an endeavor that would change for music delivery. Ultimately, the goal is for the listener the face of the premium headphones market. They saw to have an experience likened to the sound in the record an opportunity as increasing numbers of consumers studio. According to Mr. lovine: listened to music primarily on mobile devices. While listening to music on cell phones and tablets has conve- nient mobility, most consumers were using cheap plas- You've got to be lucky enough to identify a problem tic earbuds that came with their devices. In addition, where you think you can help. ... Apple was selling digital music download piracy was increasing. Together, $400 iPods with $1 earbuds. Dre told me, "Man, it's one Dr. Dre and Mr. Iovine launched a company called Beats thing that people steal my music. It's another thing to by Dre with the purpose of dramatically enhancing the destroy the feeling of what I've worked on." After two years in development with consumer elec- tronics manufacturer Monster, Beats by Dre introduced Beats headphones. The headphones are priced from $99 to $450, well above many of the competitors. However, Beats headphones have a unique appeal. They carry the cool factor" of Dr. Dre and a heavy In early 2014, Beats began its own music stream service called Beats Music. A streaming service wers counteract the digital piracy issue. Not only do the w cians receive higher royalties from streaming, but us also can connect directly with the fans by controlling the profile, selling merchandise, and updating fans on upcom is growing fast. In 2014, there were roughly 29 million subscribers of music streaming services, and many more using free streaming services like Pandora. By 2018 predic tions suggest there will be around 191 million subscribers Beats Music provides a free trial and is converting emphasis on bass. Beats headphones have been wildlying events and releases. The music streaming industry popular with consumers, carrying a 70 percent market share in the premium headphones category in 2014. It is also the highest-selling brand of headphones for consumers between 17 and 35 years of age. Consistent with the "cool factor," marketing Beats to Mr. Tovine: headphones has taken a grass-roots approach. According 70 percent of those consumers into subscribers. Roughly 1,000 consumers subscribed to Beats Music daily in 2014 In the summer of 2014, Dr. Dre and Mr. lovine solo both the electronics and music streaming businesses We aren't buying a lot of ads. We market it our way. to Apple for $3 billion. Further, they agreed to work We're from the music business where you never get a for Apple in an advisory role, while maintaining some lot of money to market. ... They're making a beauti- ful white object with all the music in the world in it. equity. Analysts suggest that perhaps Dr. Dre will be I'm going to make a beautiful black object that will play able to bring the "cool" back to Apple. According to it back. Dre and I decided to market this product just Apple CEO Tim Cook: like it was Tupac or U2 or Guns N' Roses. . . . We sold half a billion worth of product before we paid for one ad. Music is such an important part of all of our lives and holds a special place within our hearts at Apple. While in development, Mr. Iovine would keep vari- That's why we have kept investing in music and are ous designs in his office and would ask celebrities, such bringing together these extraordinary teams so we can as musicians Will.i.am, Gwen Stephani, and Pharrell continue to create the most innovative music products Williams, to try them and give feedback, which spread and services in the world. 1890 early awareness. Co-marketing has been a favorite strat- egy of Beats, having partnered with many other brands, Mr. lovine mirrored that sentiment: such as HP laptops, Chrysler 300s, and Radio Shack. Beats is also expanding into related product areas, including portable wireless speakers and automobile I've always known in my heart that Beats belonged with speaker systems. Apple. The idea when we started the company was Beats also sent complementary headphones to many inspired by Apple's unmatched ability to marry culture influential celebrities in the music and sports industries, and technology. Apple's deep commitment to music such as Lady Gaga, P. Diddy, Michael Phelps, Justin fans, artists, songwriters and the music industry is Beiber, and Ellen DeGeneres. When the public saw their something special. favorite celebrities sporting Beats headphones, the popu- larity skyrocketed. Ad Age reports that celebrity endorse- This match has much promise; however, it remains 20 percent. As part of an ambush marketing campaign, nies will align. Dr. Dre reportedly is a workaholic who to be seen how the corporate cultures of the two compa: just before the 2008 Olympics, Beats sent customized disregards artificial deadlines, which might cause some headphones in the national colors to Lebron James. friction with Apple. However, like Apple, Dr. Dre prides James immediately asked for 15 more and the entire himself on a lack of marketing research, Apple also has historically had a market orientation, believing that consumers do not know what they want until someone shows it to them. Only time will tell how fruitful Beats and Apple will be together, but the projections show that they are poised for success. O ments have been shown to improve sales by as much as U.S. Olympic basketball team arrived in Shanghai wear- ing Beats headphones. All this is despite the fact that Beats was not an official Olympic sponsor. As a result of these efforts, Beats headphones have become a fashion accessory in pop culture