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October 2016 (Revised February 2020)
Case

Dwayne 'The Rock' Johnson

By: Anita Elberse

In June 2016, Dwayne ‘The Rock’ Johnson is planning for the upcoming launch of an endeavor that is a first for a Hollywood actor with superstar status—a digital channel. The channel (named “Seven Bucks Digital Studios”) will be a new part of film and television... View Details

Fall 2011
Article

Exclusivity and Control

By: Andrei Hagiu and Robin S. Lee

We analyze platform competition for content in the presence of strategic interactions between content distributors and content providers. We provide a model of bargaining and price competition within these industries and show that whether or not a piece of content ends... View Details

Keywords: General Strategy; Entertainment And Leisure; Software; Quality; Competition; Price; Sales; Expansion; Digital Platforms; Revenue; Negotiation

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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

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

December 2018 (Revised September 2019)
Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details

Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America

August 2021
Supplement

Andreessen Horowitz’s Cultural Leadership Fund (B): Kevin Hart and Clubhouse

By: Anita Elberse, Briana Richardson and Cydni Williams

In May 2020, Andreessen Horowitz secures an agreement with Clubhouse, one of Silicon Valley’s hottest startups, to lead its ‘Series A’ funding round. One of the factors that insiders saw as pivotal in the race to be Clubhouse’s VC firm of choice was Andreessen... View Details

Keywords: Entertainment; Talent Management; General Management; Inclusion; Talent and Talent Management; Diversity; Venture Capital; Entrepreneurship; Networks; Nonprofit Organizations

July 2016 (Revised June 2019)
Case

Hamilton: An American Musical

By: Anita Elberse and Jennifer Schoppe

In July 2013, composer, writer, actor and rapper Lin-Manuel Miranda, director Tommy Kail, and producer Jeffrey Seller met to discuss how to launch Hamilton, a new musical based on the life of the first Treasury Secretary of the United States, Alexander Hamilton.... View Details

Keywords: Entertainment; Creative Industries; Performing Arts; (General) Management; Blockbusters; Non-profit; Theater Entertainment; Strategy; Risk Management; Nonprofit Organizations; Arts; Creativity; Product Launch; Product Development; Marketing; Entertainment and Recreation Industry; United States

August 2021
Case

Andreessen Horowitz’s Cultural Leadership Fund (A)

By: Anita Elberse, Briana Richardson and Cydni Williams

In May 2020, Chris Lyons, a partner at leading venture capital firm Andreessen Horowitz receives the news that his company has reached a verbal agreement with one of Silicon Valley’s hottest social-media startups to lead its ‘Series A’ funding round, in a deal that... View Details

Keywords: Entertainment; Talent Management; General Management; Inclusion; Talent and Talent Management; Diversity; Venture Capital; Entrepreneurship; Networks; Nonprofit Organizations

November 2024
Case

Cheerful Music

By: Shunyuan Zhang, Feng Zhu and Nancy Hua Dai

Established by Snow Jiang in 2019 in Shenzhen, China, Cheerful Music was a record label company that had created many hit songs in China. “Yi Xiao Jiang Hu,” its most famous hit song, gained 50 billion views on TikTok as the background music for the Subject Three... View Details

Keywords: Music Entertainment; Global Strategy; Generative Ai; China; UK

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

September 2013 (Revised June 2019)
Case

Marquee: Reinventing the Business of Nightlife

By: Anita Elberse, Ryan Barlow and Sheldon Wong

In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City–based nightclub Marquee. While most clubs are over within their first one and a half years, Strauss and Tepperberg managed to keep... View Details

Keywords: Creative Industries; Nightlife; Service Management; Entertainment; Fashion; Celebrities; Event Marketing; Risk Management; Customer Relationship Management; Change Management; Supply Chain Management; Music Entertainment; Product Marketing; Entertainment and Recreation Industry; Las Vegas

April 2016 (Revised June 2019)
Case

The Walt Disney Studios

By: Anita Elberse

In December 2015, Alan Horn, chairman of The Walt Disney Studios, celebrates the world premiere of Star Wars: The Force Awakens—only the latest in a string of big bets that he has overseen. Disney pursues a “tentpole strategy” that revolves around at least eight... View Details

August 2022
Teaching Note

BTS & ARMY

By: Doug J. Chung and Kay R. Koo

Industry leaders must define a particular outcome of interest (i.e., an objective) to establish an organization’s strategy. BTS’s initial objective was to increase brand recognition and to acquire a solid fanbase. The proliferation of social network platforms... View Details

Keywords: Cultural Diversity; Brand Equity; Go-to-market Strategy; Social Network; Entertainment Industry; Brands and Branding; Customer Relationship Management; Consumer Behavior; Social and Collaborative Networks; Social Entrepreneurship; Digital Platforms; Digital Marketing; Music Industry

February 2022
Case

Toto Wolff and the Mercedes Formula One Team

By: Anita Elberse and David Moreno Vicente

In December 2021, Toto Wolff, team principal and chief executive officer of the Mercedes-AMG Petronas Formula One team (the ‘Mercedes team’) is preparing for the start of the 2021 Formula One (‘F1’) season’s last Grand Prix, in the United Arab Emirates. Everything the... View Details

Keywords: Leadership; Team Management; Culture; Organizational Culture; Sports; Entertainment; Media; Superstars; General Management; Engineers; Competition; Problems and Challenges; Entertainment and Recreation Industry; Entertainment and Recreation Industry

September 2015 (Revised December 2016)
Case

Wanda Studios Qingdao

By: Henry McGee and Willy Shih

Wang Jianlin, founder and Chairman of the Dalian Wanda Group (Wanda), kept close tabs on one of his flagship projects going up on the shores of the Yellow Sea. There construction was underway on Wanda Studios Qingdao, the largest film and production facility in the... View Details

Keywords: Dalian Wanda Group; AMC Entertainment; Wang Jianlin; Movie Industry; Vertical Specialization; Film; Film Entertainment; Theater Entertainment; Entertainment; Vertical Integration; Entertainment and Recreation Industry; China; United States

September 2013
Case

Vogue: Defining the Culture of Fashion

By: Anita Elberse, Joseph Ferrer, Elizabeth Gough and Victoria Katsarou

In March 2013, Susan Plagemann, vice president and publisher of Vogue—widely regarded as the world's most influential fashion magazine, and publishing conglomerate Condé Nast's marquee title—is seeking answers to two questions. First, how she can best approach the... View Details

Keywords: Creative Industries; Fashion; Publishing; Digital Technology; Entertainment; Product Portfolio Management; Magazines; Journals and Magazines; Internet and the Web; Change Management; Resource Allocation; Creativity; Media; Advertising; Fashion Industry; Publishing Industry; Media and Broadcasting Industry

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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August 2015 (Revised June 2019)
Case

Shonda Rhimes' ShondaLand

By: Anita Elberse and Henry McGee

In January 2015, superstar television creator Shonda Rhimes, whose production company ShondaLand dominates American television's most competitive and lucrative night with three shows in primetime on network ABC's Thursday night, is plotting the future. One challenge... View Details

Keywords: Entertainment; Television; Broadcasting; Creative Industries; Television Industry; Product Portfolio Management; Superstar; Talent Management; Television Entertainment; Media; Creativity; Marketing; Talent and Talent Management; Personal Development and Career; Media and Broadcasting Industry; United States

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

May 2018 (Revised February 2020)
Case

Jason Blum's Blumhouse Productions

By: Anita Elberse

In March 2017, Jason Blum, the founder and chief executive officer of film and television production company Blumhouse Productions, has another blockbuster on his hands with the movie Get Out, produced for just $4.5 million. Remarkable returns for its micro-budget... View Details

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