About Anita Elberse:
Anita Elberse is a Professor of Business Administration at Harvard Business School. She is a leading expert on marketing strategies for firms in the media and entertainment sector. She has published her research in top academic and practitioner journals in the fields of marketing, economics, and management. According to the Wall Street Journal, "[Elberse] takes the same statistically rigorous approach to entertainment and cultural industries that sabermetricians do to baseball."
With so much money invested in their most promising projects, Hollywood executives will understandably do everything in their power to make their products a success in the marketplace. Therefore, the most expensive films often also get the highest ma...Anita Elberse
Jay Z is building a range of businesses just on the strength of his brand. Lady Gaga has formed really interesting partnerships. Justin Bieber and his manager Scooter Braun are investing in a number of different companies and also promoting them in m...Anita Elberse
I spend way too much time watching television, going to sports games, going to movies. It struck me that there's an awful lot of data in the public domain for these sectors. The movie industry publishes weekly sales numbers - not many industries do.Anita Elberse
For the first case I did with Octone, 360 deals were not at all being talked about. And then for the follow-up case, it was the focus. I wanted to see how things were changing and what the new challenges were.Anita Elberse
Anyone can see that, say, superheroes and vampires perform well at the box office. That in turn can trigger competitive bidding situations and soaring fees for people who can bring these properties to the screen. The result can be a dramatic increase...Anita Elberse