Academic

Academic

Take Back Yoga?

Harvard Business School has published Branding Yoga a case study investigating the commercialization and marketing of yoga. Prof. Rohit Deshpandé and his team compare the rise of yoga bad boy Bikram Choudhury with You Tube phenom Tara Stiles, whose sexy videos and alliance with Deepak Chopra have, so the argument goes, become the face of a new generation of yogis. The big questions: Can yoga be patented? And is it appropriate to mix and match spiritual rituals and beliefs to form an ersatz, commercialized fitness?

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Online & Video



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