Jura Liaukonyte

Professor of Marketing and Applied Economics, Cornell SC Johnson College of Business

Jura Liaukonyte, a professor of marketing at Cornell University, says Parton turned her name, songs and Appalachian roots into a master class in brand-building.

Liaukonyte says:

“I think the most distinctive feature of Dolly’s business strategy was her understanding of which assets were truly scarce and difficult to imitate. She kept control of the assets that only she could provide: her name, songs and personal story. She then partnered with firms or individuals that had the complementary expertise needed to bring those assets to a much larger market or audience. This allowed her to scale while retaining control of the underlying source of value.

“Dollywood is a good example, as is her decision regarding the song ‘I Will Always Love You.’ She declined the opportunity to have Elvis record the song because his manager wanted half of the publishing rights. Whitney Houston’s recording for ‘The Bodyguard’ later gave the song worldwide exposure, while Dolly continued to benefit because she had preserved the underlying publishing rights.” 

Ileen DeVault

Academic Director for the Worker Institute, Professor of Labor History

Ileen DeVault, Cornell University professor of labor history, says Parton helped bring the concerns of working women into the American mainstream through "9 to 5." 

DeVault says: 

“In the 1970s, Dolly Parton joined Jane Fonda and Lily Tomlin to make a movie based on the lives and experiences of women office workers in the 9to5 movement (now SEIU Local 925). Though the movie is hilarious, it was also based on the real stories of the women they met. Parton’s role in ‘9 to 5’ and the success of the iconic theme song of the same name, which she wrote and performed, helped turn a grassroots campaign against workplace sexism into a national conversation.”