Publications
Publications
Show Results For
- All HBS Web
(500)
- Faculty Publications (189)
- August 2007 (Revised April 2008)
- Teaching Note
Marketing New York City
By: V. Kasturi Rangan, Anita Elberse and Marie Bell
Keywords: Marketing
- 2007
- Working Paper
A Taste For Obscurity: An Individual-Level Examination of 'Long Tail' Consumption
By: Anita Elberse
Because online retailers are often able to provide products in a more cost-efficient manner than bricks-and-mortar stores, online channels are characterized by a vast assortment of products. Proponents of the "long tail" principle recently argued that the demand for... 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
- 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
- June 2007 (Revised April 2010)
- Case
Comcast Corporation
By: Anita Elberse and Jason Schreiber
In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on... View Details
- June 2007 (Revised March 2010)
- Supplement
Maria Sharapova: Marketing a Champion (B)
By: Anita Elberse and Margarita Golod
- May 2007 (Revised March 2010)
- Case
Maria Sharapova: Marketing a Champion (A)
By: Anita Elberse and Margarita Golod
In July 2004, a then 17-year-old Maria Sharapova won Wimbledon, arguably the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship would lead to a flood of new opportunities. What... View Details
- May 2007 - 2007
- Conference Presentation
The Long Tail... And Implications for Marketers
By: Anita Elberse
Keywords: Marketing
- Apr 2007
- Conference Presentation
The Long Tail... And Implications for Marketers
By: Anita Elberse
Keywords: Marketing
- 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
- 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
- Aug 2006 - 2006
- Conference Presentation
Entertainment Products in Online and Offline Channels: An Examination of the 'Long Tail'
By: Anita Elberse
- Jul 2006
- Conference Presentation
Entertainment Products Online and Offline: The 'Long Tail' of the Video Window
By: Anita Elberse
Keywords: Entertainment
- Jun 2006
- Conference Presentation
Entertainment Products in Online and Offline Channels: An Examination of the 'Long Tail'
By: Anita Elberse
- 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
- September 2005 (Revised February 2007)
- Case
Angels and Devils: Best Buy's New Customer Approach (A)
In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the "devils" among its customers. The "customer centricity" initiative, which was led by Best Buy's CEO Brad Anderson, was based on an... View Details
- September 2005 (Revised April 2006)
- Background Note
Market Segmentation, Target Market Selection, and Positioning
By: Miklos Sarvary and Anita Elberse
Elaborates on the prerequisites for designing a successful marketing strategy: market segmentation, target market selection, and product positioning. View Details