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."
If anything, the impact of digital technology is creating bigger brands and bigger superstars.
Anita ElberseNo one disputes that online businesses offer much more variety than their analog counterparts.
Anita ElberseWhat you get when you put all your resources behind a product, is you get everyone to join in.
Anita Elberse