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- Harvard's Anita Elberse: Forget the "Long Tail"
- Harvard's Anita Elberse: Forget the "Long Tail"Interesting article with relevance to our products. What about Amazon?I read this article with some interest as we have an ongoing discussion in our company, whether to focus on the top sellers only or increase our coverage of products even if these don't get...
- Discussion threads 2008-07-01
- Strategic Insights for Creative Industries from HBS' Elberse
- Anita Elberse of the Harvard Business School is just as likely to be analyzing 30 Rock as she is a 10-K. She specializes in studying the strategies of media and entertainment companies and passing the lessons along in her class "Strategic Marketing in Creative Industries." BNET: Compared...
- Blog posts 2009-09-23
Additional Resources
- Harvard's Anita Elberse: Forget the "Long Tail"
- The Find: One Harvard Business School professor crunches the numbers and comes up with a startling conclusion for those in the media biz: forget the long tail, aim for the occasional and old fashioned blockbuster. The Source: An alaysis of sales patterns in the music and home-video...
- Blog posts 2008-06-30
- Elberse on Entertainment Businesses: Opportunities to Make an Impact Abound
- A native of Holland, Anita Elberse is now all about Hollywood. At the Harvard Business School, she teaches students about strategies in "creative industries" such as entertainment, media and sports. Part one of our discussion dealt with the unique elements of the business models and strategies in creative industries and...
- Blog posts 2009-10-07
- Blockbusters: Why a Go-for-Hits Strategy Still Works
- Does the "blockbuster" strategy still work in a recession, when consumers are counting their pennies and companies are conserving resources? A pair of Harvard Business School faculty argue independently that, yes, companies that have thrived pursuing megahits shouldn't stop now. The blockbuster approach to...
- Blog posts 2009-01-06
- HBS Entertainment Authority "Marvels" at Potential of Disney's New Deal
- Anita Elberse of the Harvard Business School examines strategies in "creative industries" such as entertainment and sports. In our discussion last week, she described many of the critical strategic lessons managers can glean from high-profile sectors such as media and big-time sports. This week, we'll talk about the power of...
- Blog posts 2009-09-30
- Good Sports: Using Athlete Endorsements
- Starting with golfer Arnold Palmer in the 1960s, companies have derived great value from using star athletes to represent their products. The marriage of Michael Jordan and Nike almost single-handedly created a new market for high-end sports shoes as urban wear. The danger, though, is that sometimes...
- Blog posts 2007-11-02
- Selling Secrets of the Home Shopping Network
- If a great salesperson can sell an air conditioner to an Eskimo, Joy Mangano can sell clothes hangers to a nudist colony. Mangano is a home improvement megasaleswoman on the Home Shopping Network, and her technique, along with other top sales folks on the channel, were recently...
- Blog posts 2008-06-26
- Wagging the Long Tail: What Distribution Strategy Will Make Sense?
- The Harvard Business Review has an interesting analysis of the viability of the "long tail" concept. In looking at comparative sales of video and music, researchers Anita Elberse and Felix Oberholzer-Gee find that the tail may be more bobbed than most people have been thinking: Using econometric models that...
- Blog posts 2008-06-30
- Give Me Hits! Stepping on the Long-Tail Theory
- Long-tail theorists tell us we can sell more product over time by serving many niche markets aided by the Internet, rather than relying on constant development of mass market big hits. And to that Harvard Business School marketing professor John Quelch says, give me a blockbuster anytime. When...
- Blog posts 2008-09-10
- Apple's Risky Price Increase on iTunes
- Apple changed how many of us listen to music with iTunes, the online store where any individual song could be downloaded for 99 cents. Several billion songs have been purchased at that price. So why is Apple messing with success by allowing music companies to raise prices...
- Blog posts 2009-04-13
- Manny Ramirez: When Sports Branding Goes Bad
- Tying your product to a sports star can pay monumental dividends Michael Jordan and Nike or lead to catastrophic failure Michael Vick and Reebok. Just ask Los Angeles Dodgers owner Frank McCourt. In March, McCourt signed slugging outfielder Manny Ramirez to a two-year, $45 million contract. The...
- Blog posts 2009-05-11
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