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Show Results For

  • All HBS Web  (496)
    • People  (1)
    • News  (136)
    • Research  (295)
    • Multimedia  (17)
  • Faculty Publications  (223)
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  • 2015
  • Other Unpublished Work

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Lingling Zhang, Clarence Lee and Anita Elberse
Keywords: Digital Marketing; Advertising Campaigns
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Zhang, Lingling, Clarence Lee, and Anita Elberse. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." March 2015. (In preparation for resubmission at Marketing Science.)
  • September 2017 (Revised June 2019)
  • Case

The ABN AMRO World Tennis Tournament

By: Anita Elberse and Saskia Van Rheenen
Should the ABN AMRO World Tennis Tournament gamble most of its player budget on superstar player Rafael Nadal, even after the event’s previous two editions saw Nadal and Roger Federer pull out at the last moment due to injury, leaving the tournament without any... View Details
Keywords: Superstar; Talent; General Management; Marketing; Sports; Media; Entertainment; Talent and Talent Management; Negotiation; Strategy; Sports Industry; Entertainment and Recreation Industry; Media and Broadcasting Industry
Citation
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Elberse, Anita, and Saskia Van Rheenen. "The ABN AMRO World Tennis Tournament." Harvard Business School Case 518-041, September 2017. (Revised June 2019.)
  • August 2005
  • Supplement

The Passion of the Christ: An Interview with Bob Berney, President of Newmarket Films

By: Anita Elberse and John A. Quelch
Keywords: Motion Pictures and Video Industry
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Elberse, Anita, and John A. Quelch. "The Passion of the Christ: An Interview with Bob Berney, President of Newmarket Films." Harvard Business School Video Supplement 506-702, August 2005.
  • 2011
  • Other Unpublished Work

Popularity Profiles: How Customers' Use of a Long-Tail Assortment Relates to their Service Retention

By: Anita Elberse and David A. Schweidel
Keywords: Customer Relationship Management
Citation
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Elberse, Anita, and David A. Schweidel. "Popularity Profiles: How Customers' Use of a Long-Tail Assortment Relates to their Service Retention." 2011. (Under Invited Resubmission at Marketing Science.)
  • June 2007 (Revised March 2011)
  • Case

The CW: Launching a Television Network

By: Anita Elberse and S. Mark Young
In May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York... View Details
Keywords: Advertising; Customer Relationship Management; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Product Launch; Strategic Planning; Networks; Media and Broadcasting Industry
Citation
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Elberse, Anita, and S. Mark Young. "The CW: Launching a Television Network." Harvard Business School Case 507-050, June 2007. (Revised March 2011.)
  • September 2004 (Revised February 2010)
  • Supplement

The Passion of the Christ (B)

By: John A. Quelch, Anita Elberse and Anna Harrington
Supplements the (A) case. View Details
Keywords: Religion
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Quelch, John A., Anita Elberse, and Anna Harrington. "The Passion of the Christ (B)." Harvard Business School Supplement 505-026, September 2004. (Revised February 2010.)
  • 2005
  • Working Paper

The Motion Picture Industry: Critical Issues in Practice, Current Research and New Research Directions

By: Jehoshua Eliashberg, Anita Elberse and Mark Leenders
Citation
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Eliashberg, Jehoshua, Anita Elberse, and Mark Leenders. "The Motion Picture Industry: Critical Issues in Practice, Current Research and New Research Directions." Harvard Business School Working Paper, No. 05-059, January 2005.
  • November–December 2006
  • Article

The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions

By: Jehoshua Eliashberg, Anita Elberse and Mark Leenders
Citation
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Read Now
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Eliashberg, Jehoshua, Anita Elberse, and Mark Leenders. "The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions." Marketing Science 25, no. 6 (November–December 2006): 638–661.
  • 15 Nov 2011
  • First Look

First Look: November 15

an entrant needs to strategically choose whether to reveal its innovation by competing through the new business model or conceal it by adopting a traditional business model. We also show that the value of... View Details
Keywords: Sean Silverthorne
  • August 2007 (Revised April 2008)
  • Teaching Note

Marketing New York City

By: V. Kasturi Rangan, Anita Elberse and Marie Bell
Keywords: Marketing
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Rangan, V. Kasturi, Anita Elberse, and Marie Bell. "Marketing New York City." Harvard Business School Teaching Note 508-035, August 2007. (Revised April 2008.)
  • July 1999
  • Article

An American Democracy Network: Factors Shaping the Future of On-line Political Campaigns

By: Sharon Docter, William H Dutton and Anita Elberse
Keywords: Internet and the Web; Government and Politics
Citation
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Docter, Sharon, William H Dutton, and Anita Elberse. "An American Democracy Network: Factors Shaping the Future of On-line Political Campaigns." Parliamentary Affairs 52, no. 3 (July 1999): 535–552.
  • December 1999
  • Article

A Case Study of A Netizen's Guide to Elections

By: William H Dutton, Anita Elberse and Matthew Hale
Keywords: Voting
Citation
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Dutton, William H., Anita Elberse, and Matthew Hale. "A Case Study of A Netizen's Guide to Elections." Communications of the ACM 42, no. 12 (December 1999): 48–54.
  • 15 Jun 2010
  • First Look

First Look: June 15

explained by their role. Risks and Rewards of Celebrity Endorsements Author:Anita Elberse Publication:CNN, December 16, 2009 An abstract is unavailable at this time. Read the Article:... View Details
Keywords: Martha Lagace
  • 10 Apr 2007
  • First Look

First Look: April 10, 2007

media content. Raises issues of how technology interacts with creative processes and outcome possibilities, and also invites discussion of strategic and organizational questions raised by the very different business models of the... View Details
Keywords: Martha Lagace
  • 22 Jul 2008
  • First Look

First Look: July 22, 2008

I find that government-owned bank lending tracks the electoral cycle, with agricultural credit increasing by 5-10 percentage points in an election year. There is significant cross-sectional targeting, with large increases in districts in... View Details
Keywords: Martha Lagace
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