Publications
Publications
Show Results For
- All HBS Web
(498)
- Faculty Publications (194)
- 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
- September 2005 (Revised May 2006)
- Background Note
Principles of Product Policy
By: Anita Elberse
Provides an introduction to key product policy issues. View Details
Keywords: Product Development
- August 2005
- Supplement
The Passion of the Christ: An Interview with Bob Berney, President of Newmarket Films
By: Anita Elberse and John A. Quelch
Keywords: Motion Pictures and Video Industry
- Jun 2005 - 2005
- Conference Presentation
The Power of Stars: Creative Talent and the Success of Entertainment Products
By: Anita Elberse
- May 2005 (Revised September 2010)
- Teaching Note
Marvel Enterprises, Inc.
By: Anita Elberse
Teaching Note to (9-505-001). View Details
Keywords: Transition
- May 2005 (Revised March 2007)
- Teaching Note
Sony EyeToy
By: Anita Elberse and Youngme E. Moon
Teaching Note to (9-505-024). View Details
Keywords: Electronics Industry
- 2005
- Working Paper
The Motion Picture Industry: Critical Issues in Practice, Current Research and New Research Directions
By: Jehoshua Eliashberg, Anita Elberse and Mark Leenders
- November 2004 (Revised May 2005)
- Case
Marvel Enterprises, Inc.
By: Anita Elberse
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
- Oct 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- 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
- September 2004 (Revised February 2010)
- Supplement
The Passion of the Christ (B)
By: John A. Quelch, Anita Elberse and Anna Harrington
Supplements the (A) case. View Details
Keywords: Religion
- July 2004 (Revised March 2007)
- Case
Sony EyeToy
By: Anita Elberse and Youngme E. Moon
In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small... View Details