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- November 2017
- Teaching Note
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Brands; Brand ＆ Product Management; Big Data; ＂Marketing Analytics＂; Consumer Behavior; Predictive Analytics; Forecasting; Preferences; Operation Management; Distribution Channels; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Forecasting and Prediction; Data and Data Sets; Retail Industry; Fashion Industry; Apparel and Accessories Industry; United States; North America
- June 2017
- Case
AKB48: Going Global? (A)
By: Juan Alcácer, Kotaro Sasamoto, Tee Chayakul and Mayuka Yamazaki
After a remarkable success in Japan, the producer of the Japanese female singing group AKB48 evaluates market opportunities overseas for his artistic creation. This case introduces the business model behind the AKB48 concept and allows students to identify what... View Details
Keywords: Brand Building; Brand Extension; Culture-based Products; Global Products; Differentiation; Intellectual Property; International Business; Local Products; Strategy; Value Capture; Market Entry and Exit; Music Entertainment; Business Model; Global Strategy; Global Range; Brands and Branding; Value Creation; Expansion; Music Industry; Japan; China; Indonesia; Taiwan; Philippines; Thailand; South Korea
- May 2017 (Revised March 2018)
- Case
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Retailing; Preference Elicitation; Big Data; Predictive Analytics; Artificial Intelligence; Fashion; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Consumer Behavior; Demand and Consumers; Analytics and Data Science; Forecasting and Prediction; E-commerce; Apparel and Accessories Industry; Consumer Products Industry; Fashion Industry; Retail Industry; United States; Canada; North America
- July 2016
- Case
Spotify
By: Anita Elberse and Alexandre de Pfyffer
In November 2014, Spotify's chief content officer Ken Parks learns that record label Big Machine Records has requested the immediate removal of superstar artist Taylor Swift's entire catalogue from Spotify's music streaming service. Is it time for Spotify to reconsider... View Details
Keywords: Entertainment; Marketing; Superstar; Music; Entertainment Marketing; Media; Digital Technology; Creative Industries; Product Portfolio Management; General Management; Management; Strategy; Internet and the Web; Open Source Distribution; Creativity; Music Entertainment; Product Marketing; Music Industry
- November 2015
- Case
Wynton Marsalis & Jazz at Lincoln Center
By: Rohit Deshpandé
Under the leadership of artistic director Wynton Marsalis, Jazz at Lincoln Center (JALC) hosts performances and education events year-round for audiences in New York and across the United States. Despite the popularity of JALC's events, however, the U.S. audience for... View Details
- October 2015
- Case
BandPage (A)
By: Karim R. Lakhani, Colin Maclay and Greta Friar
BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began... View Details
- July 2015 (Revised April 2016)
- Case
Lomography: Analog in a Digital World
By: John T. Gourville, Karol Misztal and Emer Moloney
In spite of the world's move to digital photography, in 2013 Lomography continues to design and offer analog (film) cameras to a loyal following of artistic photographers. Now it must decide whether to stick to its traditional offerings, to expand into artistic lenses... View Details
- January 2015 (Revised April 2018)
- Case
CJ E&M: Creating a K-Culture in the U.S.
By: Elie Ofek, Sang-Hoon Kim and Michael Norris
Buoyed by the success of K-pop music and K-drama television shows in Asian countries, Chairman Jay Lee, of the South Korean conglomerate CJ Group, believed that the time was ripe for taking Korean cultural content to the West. One initiative, carried out by the Group's... View Details
Keywords: Cultural Consumption; Media Businesses; International Marketing; Event Marketing; Creative Industries; Cross-cultural Adaptation; Ethnic Marketing; South Korea; Marketing Strategy; Entertainment; Global Strategy; Cross-Cultural and Cross-Border Issues; Entertainment and Recreation Industry; United States; South Korea
- August 2014 (Revised June 2019)
- Case
MRC's House of Cards
By: Anita Elberse
In March 2011, Asif Satchu and Modi Wiczyk, co-chairmen and co-chief executive officers at independent production company Media Rights Capital (MRC), are debating whether to accept a licensing offer from Netflix for their most ambitious project to date, a new... View Details
- October 2011 (Revised May 2015)
- Case
The American Repertory Theater
By: Rohit Deshpande, Allen S. Grossman and Ryan Johnson
When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed to give the audience more ownership over the theater experience, excited theatergoers by... View Details
- July 2010 (Revised March 2011)
- Case
A&M/Octone Records: All Rights or Nothing?
By: Anita Elberse, Elie Ofek and Caren Kelleher
In April 2008, after successfully transitioning Octone Records to Universal Music Group and relaunching the label as A&M/Octone Records, president and CEO James Diener is facing a new challenge. Diener and his executive team have trouble convincing a new, promising... View Details
- December 2009 (Revised December 2012)
- Case
Sony and the JK Wedding Dance
By: John Deighton and Leora Kornfeld
Executives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions of views per week on YouTube. Sony held the copyright to the song, and was entitled to issue a takedown notice to the... View Details
- October 2009 (Revised March 2012)
- Case
Nettwerk: Digital Marketing in the Music Industry
By: John A. Deighton and Leora Kornfeld
How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride... View Details
- April 2009 (Revised April 2012)
- Case
Bono and U2
By: Nancy F. Koehn, Katherine Miller and Rachel Wilcox
This case traces the 30-year development of the rock band U2 and the development of its four members as artists, business leaders, and humanitarians (with particular attention paid to lead singer Bono's global humanitarian work). The case examines the beginnings of the... View Details
- January 2009
- Supplement
Live Nation Faces the Music (B)
By: Stephen P. Bradley, Frank V. Cespedes and Kerry Herman
In 2008, concert producer and promoter Live Nation, faces a decision about its strategy in light of the tumultuous changes in the music industry and the increasing power of the major artists. As the music business once again recreates itself in response to new... View Details
- January 2009 (Revised March 2013)
- Case
Live Nation Faces the Music
By: Stephen P. Bradley, Frank Cespedes and Kerry Herman
In 2008, concert producer and promoter Live Nation faces a decision about its strategy in light of the tumultuous changes in the music industry and the increasing power of the major artists. As the music business once again recreates itself in response to new... View Details
- December 2007
- Background Note
The Music Recording Industry: Digital Rocks
By: Stephen P. Bradley and Nancy Bartlett
Digital and mobile technologies profoundly and forever changed the long-held value proposition for the recorded music industry--the 12-song physical CD selling at $15. By 2007, it was apparent that the music recording business had become a digital business, and... View Details
Keywords: Arts; Disruption; Music Entertainment; Distribution; Practice; Technology Adoption; Value; Music Industry
- November 2007 (Revised March 2010)
- Case
Metro-Goldwyn-Mayer (MGM) and Tom Cruise
By: Anita Elberse and Peter Stone
In November 2006, Harry Sloan, chairman and CEO of Metro-Goldwyn-Mayer Inc. (MGM) offers movie star Tom Cruise and his business partner Paula Wagner a chance to run United Artists (UA), a dormant studio within MGM's portfolio. Just over two months earlier, Viacom... View Details
- October 2007
- Article
The Power of Stars: Do Star Actors Drive the Success of Movies?
By: Anita Elberse
Is the involvement of star actors critical to the success of motion pictures? Film studios, which they regularly pay multimillion-dollar fees to star actors, seem driven by that belief. I shed light on the returns on this investment using an event study that considers... View Details
- June 2007 (Revised April 2016)
- Case
Octone Records
By: Anita Elberse and Elie Ofek
In February 2007, Octone Records founders James Diener, Ben Berkman, and David Boxenbaum had been highly successful with the first two bands they had signed, Maroon 5 and Flyleaf. Known for its grassroots marketing campaigns, Octone operated through a unique... View Details