- 20 Dec 2016
- Research & Ideas
The 10 Most Popular 'Cold Call' Podcasts
As the year comes to a close, we revisit the Cold Call podcasts that attracted the most listeners in 2016. Open for comment; 0 Comments.
- 12 Dec 2016
- HBS Case
Business Lessons from Dwayne 'The Rock' Johnson
Actor Dwayne "The Rock" Johnson and partner Dany Garcia are quickly gaining ground in Hollywood as producers. A recent case study by Anita Elberse details the story behind their company, Seven Bucks Productions. Open for comment; 0 Comments.
- 08 Sep 2016
- Cold Call Podcast
How Netflix Built its House of Cards (and Changed TV Forever)
The TV drama "House of Cards" not only made Netflix a major entertainment player, but it changed the viewing habits of millions of watchers. In this Cold Call Podcast, Anita Elberse discusses her case study on the impact of this pioneering series and the small production company behind it. Open for comment; 0 Comments.
- 26 Jul 2016
- First Look
July 26, 2016
Looking under Disney's 'tentpole' strategy ... The right way to show distress at work ... Quick payment boosts employment growth.
- 21 Mar 2016
- Lessons from the Classroom
When Your Classmate is an NBA Superstar (or Fashion Model, or Movie Actress)
Industry superstars bring unique perspectives to the Business of Media, Entertainment, and Sports Executive Education program taught by Anita Elberse. Open for comment; 0 Comments.
- 09 Jun 2015
- Sharpening Your Skills
Sharpening Your Skills: Social Media
Sharpening Your Skills culls the HBS Working Knowledge archive to deliver insights around important business topics. This week: developing a social media strategy. Open for comment; 0 Comments.
- 28 Apr 2014
- Research & Ideas
Football Stars Debate ‘The Social Capital of the Savvy Athlete’
NFL players Richard Sherman, Arian Foster, Larry Fitzgerald, and Domonique Foxworth discussed Twitter pros and cons on marketing and race relations at Harvard Business School. Open for comment; 0 Comments.
- 14 Oct 2013
- Research & Ideas
Blockbuster! Why Star Power Works
Anita Elberse discusses her new book on the benefits of a blockbuster strategy—investing big money into a few top products. Closed for comment; 0 Comments.
- 07 Nov 2012
- HBS Case
HBS Cases: Sir Alex Ferguson--Managing Manchester United
For almost three decades, Sir Alex Ferguson has developed the Manchester United soccer club into one of the most recognized sports brands in the world. Professor Anita Elberse discusses the keys to Sir Alex's long-time success. Closed for comment; 0 Comments.
- 26 Sep 2011
- HBS Case
HBS Cases: Lady Gaga
What goes into creating the world's largest pop star? Before her fame hit, Lady Gaga's manager faced decisions that could have derailed the performer's career. A new case by Associate Professor Anita Elberse examines the strategic marketing choices that instead created a global brand. Closed for comment; 0 Comments.
- 30 Nov 2009
- Research & Ideas
Tracks of My Tears: Reconstructing Digital Music
Record labels have depended on album sales to boost profits. But in the digital music era, consumers prefer single songs over music "bundles." The result? Harvard Business School professor Anita Elberse says it is time for the industry to rethink its products and prices. Key concepts include: The unbundling of albums into a series of separately sold songs on digital music stores is hurting record label profits. Labels are less likely to get away with selling a bundle based on the strength of one or two tracks if the other songs are far less appealing. A strong artist reputation helps to curb the negative impact of unbundling. Labels might consider pushing for higher prices online and generally more flexibility in setting prices. Giving preference to quality over quantity and designing smaller, more consistent bundles may be beneficial. Closed for comment; 0 Comments.
- 29 Oct 2007
- HBS Case
Marketing Maria: Managing the Athlete Endorsement
Anita Elberse discusses her research on sports marketing and a case study on tennis powerhouse Maria Sharapova. Closed for comment; 0 Comments.
- 23 Oct 2006
- Research & Ideas
Will the “Long Tail” Work for Hollywood?
The "long-tail phenomenon" is well documented: Amazon.com makes significant profits selling many low-volume books. But can the long tail work for video sales as well? A new working paper by professors Anita Elberse and Felix Oberholzer-Gee suggests that it may not bring the same benefits to Hollywood. Key concepts include: For video sales, the long-tail phenomenon is not as pronounced at it is for books. There is evidence of a shift in sales to the tail for video, but an increasing number of titles do not sell at all. Hollywood strategists have no easy answers for pumping up revenue, given a decline in the number of blockbuster hits. This new research suggests that the long-tail phenomenon might not be a panacea for video sales. The music industry may be more of a long-tail beneficiary than the movie industry. Closed for comment; 0 Comments.
- 05 Jul 2006
- Working Paper Summaries
The Motion Picture Industry: Critical Issues in Practice, Current Research & New Research Directions
This paper reviews research and trends in three key areas of movie making: production, distribution, and exhibition. In the production process, the authors recommend risk management and portfolio management for studios, and explore talent compensation issues. Distribution trends show that box-office performance will increasingly depend on a small number of blockbusters, advertising spending will rise (but will cross different types of media), and the timing of releases (and DVDs) will become a bigger issue. As for exhibiting movies, trends show that more sophisticated exhibitors will emerge, contractual changes between distributor and exhibitors will change, and strategies for tickets prices may be reevaluated. Key concepts include: Business tools such as quantitative and qualitative research and market research should be applied to the decision-making process at earlier stages of development. Technological developments will continue to have unknown effects on every stage of the movie-making value chain (production, distribution, exhibition, consumption). Closed for comment; 0 Comments.
- 05 Jul 2006
- Working Paper Summaries
Advertising and Expectations: The Effectiveness of Pre-Release Advertising for Motion Pictures
This research examines how advertising affects market-wide sales expectations for pre-release movies. The authors use data on advertising expenditures and an online stock market simulation, The Hollywood Stock Exchange (HSX), to track more than 280 movies released between 2001 and 2003. Their findings show that advertising affects the updating of market-wide expectations prior to release, and that this effect is stronger the higher the product quality. Key concepts include: Stock market simulations, such as the Hollywood Stock Exchange, can provide data on test markets, and provide clues about the quality of movies and the appeal of initial advertisements. Studios should spend less money on advertising low-quality movies. Closed for comment; 0 Comments.
- 05 Jul 2006
- Working Paper Summaries
The Power of Stars: Do Stars Drive Success in Creative Industries?
The importance of star power is evident in creative industries from music and film to fashion and architecture. Star actors are paid millions of dollars, but is star talent critical to product success? What determines the value of stars? In the context of the movie business, Elberse calculated the returns in a study comparing 1,200 casting announcements on trading behavior in a simulated and real stock market setting. In a separate study, she also looked at the stars' impact on expected revenues. Key concepts include: Star participation positively impacts movie revenue. Do not just bet on an A-list star: Combine the right star with the right cast. These interdependencies complicate talent recruitment and compensation decisions. Star participation may not add to firm studios' valuation. If profitability or shareholder value is a key objective, studio executives could alter their talent compensation schemes. Closed for comment; 0 Comments.
- 03 Oct 2005
- Research & Ideas
The Box Office Power of Stars
Just how much do movie stars contribute to box office success? HBS professor Anita Elberse researched the notion of "star power" to better understand how A-list players contribute to Hollywood's bottom line. Closed for comment; 0 Comments.
- 03 Nov 2003
- Research & Ideas
Making Money Making Movies
HBS professor Anita Elberse talks about the state of the international motion picture industry, movie piracy, and how to capture screens in foreign markets. Closed for comment; 0 Comments.
Beyond Goals: David Beckham's Playbook for Mobilizing Star Talent
Reach soccer's pinnacle. Become a global brand. Buy a team. Sign Lionel Messi. David Beckham makes success look as easy as his epic free kicks. But leveraging world-class talent takes discipline and deft decision-making, as case studies by Anita Elberse reveal. What could other businesses learn from his ascent?