Publications

January 2011 (Revised January 2011)
Case

Marvel Enterprises, Inc. (Abridged)

The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and X-Men, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a... View Details

Keywords: Business Model; Intellectual Property; Rights; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Entertainment and Recreation Industry

November 2010 (Revised March 2011)
Teaching Note

The NFL's Digital Media Strategy

Teaching Note for 511055. View Details

Oct 2010
Keynote Speech

Technology's Impact on the Entertainment Industry: Will Blockbuster Strategies Survive?

Keywords: Information Technology; Entertainment; Entertainment and Recreation Industry

Oct 2010
Keynote Speech

Will Blockbuster Strategies Survive the Rise of Digital Technology?

Keywords: Strategy; Technology

Jun 2010
Conference Presentation

Viral Videos

December 16, 2009
Guest Column

Risks and Rewards of Celebrity Endorsements

Read Now

Nov 2009
Conference Presentation

The Reach of Online Movie Trailers

Keywords: Internet and the Web; Film Entertainment

Sep 2009 - 2009
Conference Presentation

Bye Bye Bundles: The Impact of the Unbundling of Music in Digital Channels

Keywords: Arts; Technology

June 2008 (Revised November 2010)
Teaching Note

Grand Central Publishing

Teaching Note for [508036]. View Details

Keywords: Publishing Industry

June 2008 (Revised February 2011)
Teaching Note

Maria Sharapova: Marketing a Champion (A) & (B)

Teaching Note for [507065] and [507066]. View Details

Keywords: Brands and Branding; Sports; Sports Industry

Sep 2008 - 2008
Keynote Speech

Revisiting the Long Tail: Implications for the Book Industry

Keywords: Books; Publishing Industry

September 2005 (Revised May 2006)
Background Note

Principles of Product Policy

Provides an introduction to key product policy issues. View Details

Keywords: Product Development

Oct 2004
Conference Presentation

The Effectiveness of Pre-Release Advertising for Motion Pictures

Keywords: Marketing; Performance Effectiveness; Advertising; Motion Pictures and Video Industry

Jun 2005 - 2005
Conference Presentation

The Power of Stars: Creative Talent and the Success of Entertainment Products

Keywords: Creativity; Success

January 2025
Case

Real Madrid Club de Fútbol

By: Anita Elberse, Juan Pasquín and Íñigo Pasquín

On June 1, 2024, Spanish soccer club Real Madrid captures its fifteenth Champions League title—more than double the tally of the nearest competitor. Under Florentino Pérez’s leadership, the club has now won six of the last eleven UEFA Champions League titles, and has... View Details

Keywords: Sports; Soccer; Football; Entertainment; Media; Talent Management; Superstars; Marketing; Strategy; General Management

02 Feb 2010
First Look

First Look: Feb. 2

manage an online community for the sole purpose of fostering word-of-mouth for a new brand it was launching. Should Communispace take on this assignment? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/510018-PDF-ENG Hulu: An Evil Plot to Destroy the World?... View Details

Keywords: Martha Lagace

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

Read Now

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