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  • June 2020 (Revised July 2023)
  • Case

Time Out: The Evolution from Media to Markets

By: Kate Barasz and Eva Ascarza
In February 2020, Time Out’s chief executive officer Julio Bruno is evaluating the strategic direction of the company. Over the span of five decades, Time Out — the global media and entertainment brand — had gone from a self-published counterculture publication in... View Details
Keywords: Branding; Media Businesses; Hospitality; Hospitality Industry; Digital; Brands and Branding; Media; Marketing; Marketing Strategy; Organizational Change and Adaptation; Strategy; Media and Broadcasting Industry; Food and Beverage Industry; United Kingdom; United States
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Barasz, Kate, and Eva Ascarza. "Time Out: The Evolution from Media to Markets." Harvard Business School Case 520-128, June 2020. (Revised July 2023.)
  • 12 Mar 2006
  • Research & Ideas

New Research Explores Multi-Sided Markets

Andrei Hagiu is on the vanguard of a new field of business research that explores the dynamics of multi-sided markets. Although these markets have been around a long time, they have not really been recognized as entities unique from other... View Details
Keywords: by Sean Silverthorne; Technology
  • June 2009 (Revised March 2011)
  • Module Note

The Creative Industries: Managing and Marketing Talent

By: Anita Elberse
This module note examines issues concerning the management and marketing of talent in the creative industries. It describes the characteristics of the market for creative talent, discusses how individual talent creates and captures value, and explores how professional... View Details
Keywords: Talent and Talent Management; Entertainment; Innovation and Management; Marketing; Creativity; Value
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Elberse, Anita. "The Creative Industries: Managing and Marketing Talent." Harvard Business School Module Note 509-078, June 2009. (Revised March 2011.)
  • 03 Mar 2008
  • Research & Ideas

Marketing Your Way Through a Recession

furnishings and home entertainment will hold up well, as uncertainty prompts us to stay at home but also stay connected with family and friends. Now may be the time to drop your weaker distributors and upgrade your sales force. 3.... View Details
Keywords: by John Quelch
  • 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
Keywords: Music Entertainment; Product Marketing; Network Effects; Sales; Social and Collaborative Networks; Online Technology; Media and Broadcasting Industry; Music Industry
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Deighton, John A., and Leora Kornfeld. "Nettwerk: Digital Marketing in the Music Industry." Harvard Business School Case 510-055, October 2009. (Revised March 2012.) (request a courtesy copy.)
  • October 1990 (Revised July 1991)
  • Case

Zenith: Marketing Research for High Definition Television (HDTV)

Managers at Zenith must decide what marketing research, if any, needs to be done now in order to assess market potential and consumer preference for a technological innovation, high definition television (HDTV) that is yet to be introduced. The case describes various... View Details
Keywords: Technological Innovation; Research; Marketing; Television Entertainment; Electronics Industry
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Sultan, Fareena. "Zenith: Marketing Research for High Definition Television (HDTV)." Harvard Business School Case 591-025, October 1990. (Revised July 1991.)
  • September–October 2013
  • Article

The Dynamic Advertising Effect of Collegiate Athletics

By: Doug J. Chung
I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over... View Details
Keywords: Choice Modeling; Entertainment Marketing; Heterogeneity; Panel Data; Structural Modeling; Rights; Analytics and Data Science; Higher Education; Ethics; Consumer Behavior; Advertising; Sports; Advertising Industry; Education Industry
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Chung, Doug J. "The Dynamic Advertising Effect of Collegiate Athletics." Marketing Science 32, no. 5 (September–October 2013): 679–698. (Lead article. Featured in HBS Working Knowledge.)
  • 16 Feb 2004
  • Research & Ideas

Marketing Wine to the World

Australia, South Africa, Chile, etc.). Q: What do you see as the major differences between Old World and New World winemakers? A: The Old World market continues to be highly fragmented. The competitive landscape is filled with many small,... View Details
Keywords: by Manda Salls; Entertainment & Recreation; Entertainment & Recreation; Entertainment & Recreation
  • 29 Oct 2008
  • Research & Ideas

The Next Marketing Challenge: Selling to ’Simplifiers’

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. Watch out... View Details
Keywords: by John Quelch; Entertainment & Recreation; Entertainment & Recreation; Entertainment & Recreation
  • July 2020 (Revised July 2023)
  • Case

Live Nation and Pharrell Williams

By: Anita Elberse and Kate Christensen
“We’re in business together, and whether we lose a few million dollars or make a few million dollars, let’s do this. If you think you can pull it off, I’m behind you.” Michael Rapino, chief executive officer of Live Nation, the world’s leading live entertainment... View Details
Keywords: Music; Entertainment; Superstars; Talent; Labor Economics; General Management; Music Entertainment; Media; Talent and Talent Management; Joint Ventures; Marketing; Strategy; Music Industry
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Elberse, Anita, and Kate Christensen. "Live Nation and Pharrell Williams." Harvard Business School Case 521-005, July 2020. (Revised July 2023.)
  • 18 May 2007
  • Working Paper Summaries

Media Markets and Localism: Does Local News en Español Boost Hispanic Voter Turnout?

Keywords: by Felix Oberholzer-Gee & Joel Waldfogel; Entertainment & Recreation; Entertainment & Recreation
  • January 2022
  • Case

FIFA and The World Cup: The Future of Football

By: Anita Elberse, Oliver Band and Howard Johnson
Should FIFA host its biggest event—the FIFA World Cup—every two years instead of every four, as it has been doing since the event’s inception in the 1930s? In September 2021, Gianni Infantino, the president of the International Federation of Association Football... View Details
Keywords: Sports; Soccer; Football; Entertainment; Media; Talent Development; Globalization; Marketing; Strategy; General Management; Governance; Decision Making; Governing and Advisory Boards; Problems and Challenges; Brands and Branding; Entertainment and Recreation Industry; Entertainment and Recreation Industry
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Elberse, Anita, Oliver Band, and Howard Johnson. "FIFA and The World Cup: The Future of Football." Harvard Business School Case 522-076, January 2022.
  • February 2017
  • Article

How Much Is a Win Worth? An Application to Intercollegiate Athletics

By: Doug J. Chung
Intercollegiate athletics in the United States have become a multibillion-dollar industry over the past several decades. In this study, we investigate the short- and long-term direct monetary effects of operating a winning athletics program for an academic institution... View Details
Keywords: Dynamic Panel Data; Heterogeneity; Instrumental Variables; Intercollegiate Athletics; Educational Finance; Entertainment Marketing; Higher Education; Marketing; Sports; Revenue; Education Industry; United States
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Chung, Doug J. "How Much Is a Win Worth? An Application to Intercollegiate Athletics." Management Science 63, no. 2 (February 2017): 548–565.
  • February 2025
  • Case

RedBird Capital Partners

By: Anita Elberse and David Moreno Vicente
In July 2024, Gerry Cardinale, the founder and managing partner of RedBird Capital Partners (‘RedBird’) has helped orchestrate a high-profile deal in the world of entertainment: one in which Skydance Media (‘Skydance’), a content production studio led by David Ellison... View Details
Keywords: Entertainment; Media; Film; Television; Sports; Superstars; Marketing; Strategy; General Management; Investing; Mergers and Acquisitions; Private Equity; Asset Management
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Elberse, Anita, and David Moreno Vicente. "RedBird Capital Partners." Harvard Business School Case 525-049, February 2025.
  • December 2009
  • Article

Media Markets and Localism: Does Local News en Español Boost Hispanic Voter Turnout?

By: Felix Oberholzer-Gee and Joel Waldfogel
Since the dawn of broadcasting, and especially in the past decade, Americans have turned their attention from local to more distant sources of news and entertainment. While the integration of media markets will raise the private welfare of many consumers, critics of a... View Details
Keywords: Voting; Ethnicity; Behavior; Local Range; Journalism and News Industry; Media and Broadcasting Industry; United States
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Oberholzer-Gee, Felix, and Joel Waldfogel. "Media Markets and Localism: Does Local News en Español Boost Hispanic Voter Turnout?" American Economic Review 99, no. 5 (December 2009).
  • December 2018 (Revised August 2019)
  • Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery
The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details
Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Media and Broadcasting Industry; Sports Industry; United States; North America
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Santana, Shelle, and Jill Avery. "Super Bowl Storytelling." Harvard Business School Case 519-041, December 2018. (Revised August 2019.)
  • December 2024
  • Case

AC Milan

By: Anita Elberse
In April 2024, Giorgio Furlani is nearing the end of his first full season as chief executive officer of Italian soccer club AC Milan. A Harvard Business School Class of 2007 graduate with a finance background, Furlani was appointed by RedBird Capital Partners’ founder... View Details
Keywords: Sports; Soccer; Football; Entertainment; Media; Talent Management; Superstars; Marketing; Strategy; General Management; Mergers and Acquisitions; Leadership; Business Strategy; Competitive Strategy; Business or Company Management; Sports Industry; Milan
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Elberse, Anita. "AC Milan." Harvard Business School Case 525-025, December 2024.
  • September 1992
  • Case

Star Cablevision Group (A): Harvesting in a Bull Market

By: William A. Sahlman
First case in a series of six cases that follow the experience of a cable television company as it adjusts to the rapid rise and precipitous decline of the stock market in the late 1980s. In this case Don Jones, the company's founder and owner, sees the rise in public... View Details
Keywords: Behavioral Finance; Financial Markets; Corporate Entrepreneurship; Business Startups; Restructuring; Corporate Strategy; SWOT Analysis; Wealth; Business Cycles; Entertainment and Recreation Industry
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Sahlman, William A. "Star Cablevision Group (A): Harvesting in a Bull Market." Harvard Business School Case 293-036, September 1992.
  • September 2020
  • Case

Chip and Joanna Gaines' Magnolia Network

By: Anita Elberse and Julia McNicholas
Chip and Joanna Gaines, who have shot to fame as stars of the hit television show Fixer Upper, are preparing to launch their own television network. It is April 2019, a year since the home-renovation show Fixer Upper’s fifth season on cable channel HGTV ended, and more... View Details
Keywords: Entertainment; Television; Superstars; Innovation; Creative Industries; Talent; General Management; Celebrities; Television Entertainment; Entrepreneurship; Joint Ventures; Innovation and Invention; Marketing; Strategy; Entertainment and Recreation Industry; Entertainment and Recreation Industry
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Elberse, Anita, and Julia McNicholas. "Chip and Joanna Gaines' Magnolia Network." Harvard Business School Case 521-044, September 2020.
  • 17 Jun 2016
  • Op-Ed

Companies Need to Start Marketing Security to Customers

Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by... View Details
Keywords: by John A. Quelch; Entertainment & Recreation
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