Oktoberfest began as a raucous wedding celebration in Germany more than 200 years ago and has since grown into a worldwide phenomenon. Munich, alone, hosts some 6.4 million guests (who consume almost 8 million liters of beer) during the festival each year. Harvard Business School professor Juan Alcacer discusses his case entitled “The Munich Oktoberfest: From Local Tradition to Global Capitalism” — how the Oktoberfest brand has been transplanted around the globe, whether copycat festivals help or hurt its reputation, and to what extent its original hosts could or should be profit-motivated.