Anita Elberse is the Lincoln Filene Professor of Business Administration at Harvard Business School. An award-winning teacher and scholar, Professor Elberse develops and teaches a course covering the businesses of entertainment, media, and sports, titled Strategic Marketing in Creative Industries, which ranks among the most sought-after courses in the School’s curriculum for MBA students, and chairs the Business of Entertainment, Media, and Sports executive education program. She also holds various leadership positions at the School: among other roles, she serves as the chair for Convening and Special Events. In her research, Professor Elberse primarily aims to understand what drives the success of products in the entertainment, media, sports, and other creative industries, and how firms can develop effective marketing strategies for such products. She is acclaimed for her work on digital-media strategies. Professor Elberse has conducted case studies on dozens of entertainment companies, personalities, and other entities. Many of these are described in her first book, Blockbusters: Hit-making, Risk-taking, and the Big Business of Entertainment.
Jay Z is building a range of businesses just on the strength of his brand. Lady Gaga has formed really interesting partnerships. Justin Bieber and his manager Scooter Braun are investing in a number of different companies and also promoting them in many ways. .
