Publications

Research Summary

Research Questions

By: Anita Elberse

One overarching question drives my research: What are effective marketing strategies for managers in creative industries?

I focus on three sub-questions:

How can managers in creative industries effectively manage products and product... View Details

11 Feb 2014
First Look

First Look: February 11

its effect was quantitatively dominated by inequality-raising effects of population growth. The land distribution program lowered landlessness, but this was partly offset by targeting failures and induced... View Details

Keywords: Sean Silverthorne

March 2025
Case

YouTube: Bidding for NFL Sunday Ticket

By: Anita Elberse and Crystal Yao

In December 2022, Erin Teague, a senior director and the global head of sports, movies and shows at YouTube, technology giant Alphabet Inc.’s video- sharing platform, received the news that Sundar Pichai, the chief executive officer of Alphabet and its subsidiary... View Details

Keywords: General Management; Entertainment; Media; Sports; Marketing; Management; Business Strategy; Bids and Bidding; Sports Industry; Entertainment and Recreation Industry

September 2004 (Revised February 2010)
Case

The Passion of the Christ (A)

By: John A. Quelch, Anita Elberse and Anna Harrington

Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and... View Details

Keywords: Advertising Campaigns; Film Entertainment; Marketing Strategy; Product Launch; Product Positioning; Distribution Channels; Religion; Motion Pictures and Video Industry

12 Apr 2011
First Look

First Look: April 12

Handbook for Banking and Governance, edited by James Barth, Chen Lin, and Clas Wihlborg. Cheltenham, U.K.: Edward Elgar Publishing, forthcoming Abstract In this chapter, we examine the characteristics of acquisition of private firms View Details

Keywords: Sean Silverthorne

01 Nov 2011
First Look

First Look: Nov. 1

repatriated earnings from foreign affiliates exceeded net capital investments by $1.1 trillion in 2010 dollars; and from 1950 to 2010, repatriated earnings and net interest from foreign affiliates exceeded net equity investments and loans... View Details

Keywords: Sean Silverthorne

April 2006 (Revised October 2008)
Case

Marketing New York City

By: V. Kasturi Rangan, Anita Elberse and Marie Bell

New York City is a pioneer in the emerging field of municipal marketing. The city's first chief marketing officer must develop a marketing organization with a self-funded business model that creates value for the city by leveraging the city's assets, including physical... View Details

Keywords: Entrepreneurship; Government and Politics; Goals and Objectives; Marketing Strategy; Partners and Partnerships; Value Creation; New York (city, NY)

02 Apr 2013
First Look

First Look: April 2

or incentives, but a model of innovation that too often fragments efforts by treatment modality (drugs, devices, diagnostics, and clinical treatment). We may improve individual technologies of health care, but fail to provide integrated... View Details

Keywords: Sean Silverthorne

October 2010
Case

The Cleveland Clinic: Improving the Patient Experience (Abridged)

By: Ananth Raman, Anita L. Tucker and Rachel Gordon

Healthcare has traditionally focused on medical outcomes and financial performance. The big question is always, "How much is it going to cost?" What would happen though if healthcare also considered question of "How does the patient feel?" This case looks at the... View Details

Keywords: Customer Satisfaction; Ethics; Health Care and Treatment; Six Sigma; Performance Improvement; Safety; Value Creation

25 May 2010
First Look

First Look: May 25

culture. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/510091-PDF-ENG Major League Baseball Advanced Media: America's Pastime Goes Digital Anita Elberse and Brett LaffelHarvard Business School... View Details

Keywords: Martha Lagace

October 2019 (Revised February 2020)
Case

Relevent and LaLiga: Bringing Spanish Soccer to America

By: Anita Elberse and David Moreno Vicente

“Barcelona backs out of proposed LaLiga match in Miami.” It is December 2018, and Daniel Sillman, chief executive officer of sports and entertainment company Relevent, is tasked with finding a way forward after a significant setback. Relevent had found success by... View Details

Keywords: Soccer; Football; Superstars; Talent; Talent Development; General Management; Marketing; Entertainment; Sports; Media; Talent and Talent Management; Globalization; Strategy; Sports Industry

17 Sep 2013
First Look

First Look: September 17

networks historically provided (e.g., information about potential workers, monitoring, and reputation foundations). Publisher's link: http://www.people.hbs.edu/wkerr/Ghani_Kerr_Stanton_MSCI_OdeskDiaspora-8-26-13.pdf September 2013 Frontiers in Perception Science... View Details

Keywords: Sean Silverthorne

05 Nov 2013
First Look

First Look: November 5

role of firms as facilitators of globalization during the nineteenth century and more recently and as preservers of it when governments sought to close it down in the interwar years. However the ability of firms to shape the world was always constrained, especially... View Details

Keywords: Sean Silverthorne

2013
Working Paper

The Impact of Conformance and Experiential Quality on Healthcare Cost and Clinical Performance

By: Claire Senot, Aravind Chandrasekaran, Peter T. Ward and Anita L. Tucker

The quality of operational processes is an important driver of performance in hospitals. In particular, processes that reliably deliver both evidence-based and patient-centered care, which we call conformance and experiential quality, respectively, have been argued to... View Details

Keywords: Healthcare; Experiential Quality; Conformance Quality; Clinical Outcomes; Cost Efficiency; Quality; Service Operations; Health Care and Treatment; Performance; Outcome or Result; Health Industry

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14 Jan 2014
First Look

First Look: January 14

help-friendly organization has to be actively nurtured, however, because helpfulness among colleagues does not arise automatically: competition, pride, or distrust may get in the way. The trickiness of this management challenge-to increase a discretionary behavior that... View Details

Keywords: Sean Silverthorne

February 2003
Other Article

The Emergence and Sustainability of Abnormal Profits

By: Michael E. Porter and Anita M. McGahan

In this paper, we examine the emergence and the sustainability of abnormal profits among businesses that were part of U.S. public corporations between 1981 and 1994 and that reported financial results for at least six years. Our results reveal strong asymmetries... View Details

Keywords: Strategy; United States

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January 2007 (Revised October 2011)
Case

Roppongi Hills: City Within a City

By: Anita Elberse, Andrei Hagiu and Masako Egawa

Minoru Mori is the CEO of Mori Building, which has built Roppongi Hills, an ambitious large-scale, mixed-use development in Tokyo, Japan that includes high-end retail, restaurants, hotel, office, library, and art museum. A destination site for tourists and local... View Details

Keywords: Buildings and Facilities; Development Economics; Brands and Branding; Urban Development; Competition; Real Estate Industry; Tokyo

October 2008
Class Lecture

Marketing as Competitive Advantage: Fundamentals

By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska

Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,... View Details

Keywords: Customers; Framework; Marketing Strategy; Product Positioning; Planning; Competitive Advantage; Segmentation