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- All HBS Web (905)
- Faculty Publications (175)
- April 2016 (Revised June 2019)
- Case
The Walt Disney Studios
By: Anita Elberse
In December 2015, Alan Horn, chairman of The Walt Disney Studios, celebrates the world premiere of Star Wars: The Force Awakens—only the latest in a string of big bets that he has overseen. Disney pursues a “tentpole strategy” that revolves around at least eight...
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Keywords:
Entertainment;
Movie Industry;
Film;
Creative Industries;
Product Portfolio Management;
Innovation;
Branding;
Talent;
Blockbuster;
Superstar;
Film Entertainment;
Media;
Strategy;
Talent and Talent Management;
Creativity;
Product Launch;
Brands and Branding;
Product Development;
Marketing;
Entertainment and Recreation Industry;
Motion Pictures and Video Industry
Elberse, Anita. "The Walt Disney Studios." Harvard Business School Case 516-105, April 2016. (Revised June 2019.)
Overcrowded – Designing Meaningful Products in a World Awash with Ideas
We live in a world awash with ideas. Thanks to the web and to powerful ideation approaches such as open innovation, design thinking, or crowdsourcing, organizations have today easy access to an unprecedented amount of novel concepts. In this context, what... View Details
- July 2016
- Case
Spotify
By: Anita Elberse and Alexandre de Pfyffer
In November 2014, Spotify's chief content officer Ken Parks learns that record label Big Machine Records has requested the immediate removal of superstar artist Taylor Swift's entire catalogue from Spotify's music streaming service. Is it time for Spotify to reconsider...
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Keywords:
Entertainment;
Marketing;
Superstar;
Music;
Entertainment Marketing;
Media;
Digital Technology;
Creative Industries;
Product Portfolio Management;
General Management;
Management;
Strategy;
Internet and the Web;
Open Source Distribution;
Creativity;
Music Entertainment;
Product Marketing;
Music Industry
Elberse, Anita, and Alexandre de Pfyffer. "Spotify." Harvard Business School Case 516-046, July 2016.
- 01 Feb 2000
- News
Better Mousetraps: At Product Design Fair, Student Ideas Get Real
Actually, we like to see them fail as often and as early as possible," Assistant Professor Stefan H. Thomke said with a wink as he watched students in his elective MBA course Managing Product Development (MPD) set up their display booths...
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Keywords:
Margie Kelley
- 01 Apr 2020
- Blog Post
The Product Design Sprint - 5 Things I Learned in Launch Lab 1
developing solutions with significant technical content. Here, MS/MBA student, Amelia Elverson, shares her experience learning through the sprint method and talks about her 5 key takeaways from Launch Lab 1. As a future product manager,...
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- May 19, 2021
- Article
Measuring the Impact of #MeToo on Gender Equity in Hollywood
By: Hong Luo and Laurina Zhang
The #MeToo movement has brought issues of sexual harassment and gender inequities to the forefront around the world. But how much of a tangible impact has it had on the experiences of women in the workplace? In this piece, the authors discuss their research that...
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Keywords:
#MeToo Movement;
Gender Equity;
Creative Industries;
Impact;
Gender;
Equality and Inequality;
Film Entertainment;
Social Issues
Luo, Hong, and Laurina Zhang. "Measuring the Impact of #MeToo on Gender Equity in Hollywood." Harvard Business Review Digital Articles (May 19, 2021).
- April 2016 (Revised March 2019)
- Case
Moleskine (A)
By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
Describes the founding and growth challenges facing Moleskine, an Italian-based consumer products company known for its oilcloth-covered notebooks once used by Ernest Hemingway and Vincent van Gogh. CEO Arrigo Berni and co-founder Maria Sebregondi aim to transform the...
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Keywords:
Creative Industries;
Brand Building;
Digital Innovation;
Digital Services And Strategy;
Process Improvement;
Culture;
Identity Construction;
Innovation;
Growth and Development Strategy;
Leadership;
Organizational Change and Adaptation;
Organizational Culture;
Innovation Strategy;
Consumer Products Industry
Raffaelli, Ryan, Raffaella Sadun, and Kathy Qu. "Moleskine (A)." Harvard Business School Case 716-407, April 2016. (Revised March 2019.)
- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides...
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Keywords:
Brand Positioning;
Branding;
Consumer Research;
Defensive Strategies;
Market Positioning;
Marketing;
Product Differentiation;
Product Positioning;
Strategic Positioning;
Value Proposition;
Customer Relationship Management;
Organizational Structure;
Customer Satisfaction;
Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- July 2016 (Revised June 2019)
- Case
Hamilton: An American Musical
By: Anita Elberse and Jennifer Schoppe
In July 2013, composer, writer, actor and rapper Lin-Manuel Miranda, director Tommy Kail, and producer Jeffrey Seller met to discuss how to launch Hamilton, a new musical based on the life of the first Treasury Secretary of the United States, Alexander Hamilton....
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Keywords:
Entertainment;
Creative Industries;
Performing Arts;
(General) Management;
Blockbusters;
Non-profit;
Theater Entertainment;
Strategy;
Risk Management;
Nonprofit Organizations;
Arts;
Creativity;
Product Launch;
Product Development;
Marketing;
Entertainment and Recreation Industry;
United States
Elberse, Anita, and Jennifer Schoppe. "Hamilton: An American Musical." Harvard Business School Case 517-015, July 2016. (Revised June 2019.)
- October 2016 (Revised February 2020)
- Case
Dwayne 'The Rock' Johnson
By: Anita Elberse
In June 2016, Dwayne ‘The Rock’ Johnson is planning for the upcoming launch of an endeavor that is a first for a Hollywood actor with superstar status—a digital channel. The channel (named “Seven Bucks Digital Studios”) will be a new part of film and television...
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Keywords:
Entertainment;
Film;
Motion Picutres;
Superstar;
Innovation;
Creative Industries;
Talent;
General Management;
Celebrities;
Management;
Information Technology;
Strategy;
Talent and Talent Management;
Creativity;
Marketing;
Personal Development and Career;
Film Entertainment;
Innovation and Invention;
Digital Strategy;
Entertainment and Recreation Industry;
Motion Pictures and Video Industry
Elberse, Anita. "Dwayne 'The Rock' Johnson." Harvard Business School Case 517-059, October 2016. (Revised February 2020.)
- September 2013 (Revised June 2019)
- Case
Marquee: Reinventing the Business of Nightlife
By: Anita Elberse, Ryan Barlow and Sheldon Wong
In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City–based nightclub Marquee. While most clubs are over within their first one and a half years, Strauss and Tepperberg managed to keep...
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Keywords:
Creative Industries;
Nightlife;
Service Management;
Entertainment;
Fashion;
Celebrities;
Event Marketing;
Risk Management;
Customer Relationship Management;
Change Management;
Supply Chain Management;
Music Entertainment;
Product Marketing;
Entertainment and Recreation Industry;
Las Vegas
Elberse, Anita, Ryan Barlow, and Sheldon Wong. "Marquee: Reinventing the Business of Nightlife." Harvard Business School Case 514-028, September 2013. (Revised June 2019.)
- October 2017
- Case
LeBron James: Building a Hollywood Empire
By: Anita Elberse
It is June 2016. Superstar basketball player LeBron James and his childhood friend and business partner Maverick Carter are celebrating James’ third NBA championship. The duo will soon have to decide on a strategy for their media businesses—their film and television...
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Keywords:
Film;
Motion Picutres;
Superstar;
Innovation;
Creative Industries;
Talent;
General Management;
Celebrities;
Marketing;
Entertainment;
Sports;
Media;
Film Entertainment;
Innovation Strategy;
Talent and Talent Management;
Strategy;
Digital Strategy;
Sports Industry;
Media and Broadcasting Industry;
Entertainment and Recreation Industry;
Motion Pictures and Video Industry
Elberse, Anita. "LeBron James: Building a Hollywood Empire." Harvard Business School Case 518-042, October 2017.
- Article
Scandal, Social Movement, and Change: Evidence from #MeToo in Hollywood
By: Hong Luo and Laurina Zhang
Social movements have the potential to effect change in firm decision-making. In this paper, we examine whether the #MeToo movement, spurred by the Harvey Weinstein scandal, led to changes in the likelihood of Hollywood producers working with female writers on new...
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Keywords:
Gender Inequality;
Social Movement;
Scandal;
Creative Industries;
Project Selection;
Gender;
Equality and Inequality;
Social Issues;
Film Entertainment;
Projects;
Change
Luo, Hong, and Laurina Zhang. "Scandal, Social Movement, and Change: Evidence from #MeToo in Hollywood." Management Science 68, no. 2 (February 2022): 1278–1296.
- November 2017
- Teaching Note
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big...
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Keywords:
Brands;
Brand & Product Management;
Big Data;
"Marketing Analytics";
Consumer Behavior;
Predictive Analytics;
Forecasting;
Preferences;
Operation Management;
Distribution Channels;
Marketing;
Marketing Channels;
Marketing Strategy;
Brands and Branding;
Forecasting and Prediction;
Data and Data Sets;
Retail Industry;
Fashion Industry;
Apparel and Accessories Industry;
United States;
North America
- May 2012
- Background Note
Innovation Magic
By: Stefan Thomke and Jason Randal
Why do certain product and service experiences seem like magic, making them all but destined for success, while other items languish on store shelves? For a better understanding of that, perhaps there's no better place to turn to than the world of magic. Consider that...
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Keywords:
Innovation;
Product Differentiation;
Experimentation;
Personal Strategy & Style;
Innovation and Invention;
Creativity;
Service Operations;
Product;
Customer Satisfaction
Thomke, Stefan, and Jason Randal. "Innovation Magic." Harvard Business School Background Note 612-099, May 2012.
- December 2018
- Case
Kodak: The Rebirth of an Iconic Brand
By: Anat Keinan, Giana M. Eckhart and Michael B. Beverland
Following its re-emergence from bankruptcy protection in 2014, the marketing team at Kodak has been charged with tripling brand value with consumers, with little marketing budget. The case focuses on the strategies used by senior Kodak marketers Steven Overman and Dany...
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Keywords:
Branding;
Brand & Product Management;
Brand Heritage;
Cultural Branding;
Brands and Branding;
Marketing Strategy;
Demographics
Keinan, Anat, Giana M. Eckhart, and Michael B. Beverland. "Kodak: The Rebirth of an Iconic Brand." Harvard Business School Case 519-051, December 2018.
- October 2015 (Revised October 2016)
- Case
Building Watson: Not So Elementary, My Dear! (Abridged)
By: Willy C. Shih
This case is set inside IBM Research's efforts to build a computer that can successfully take on human challengers playing the game show Jeopardy! It opens with the machine named Watson offering the incorrect answer "Toronto" to a seemingly simple question during the...
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Keywords:
Analytics;
Big Data;
Business Analytics;
Product Development Strategy;
Machine Learning;
Machine Intelligence;
Artificial Intelligence;
Product Development;
AI and Machine Learning;
Information Technology;
Analytics and Data Science;
Information Technology Industry;
United States
Shih, Willy C. "Building Watson: Not So Elementary, My Dear! (Abridged)." Harvard Business School Case 616-025, October 2015. (Revised October 2016.)
- September 2016 (Revised April 2020)
- Case
Dwyane Wade
By: Anita Elberse and Jennifer Schoppe
In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager, Lisa Joseph-Metelus, face a decision regarding one of his other business partnerships—that with the American...
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Keywords:
Branding;
Fashion;
Superstar;
Celebrity Endorsement;
Innovation;
Creative Industries;
Talent;
General Management;
Sports;
Entertainment;
Brands and Branding;
Marketing;
Management;
Strategy;
Personal Development and Career;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
China
Elberse, Anita, and Jennifer Schoppe. "Dwyane Wade." Harvard Business School Case 517-035, September 2016. (Revised April 2020.)
- September 2023
- Case
The Meteoric Rise of Skims
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who...
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Keywords:
Brand;
Branding;
Direct-to-consumer;
DTC;
Influencers;
Influencer Marketing;
Fashion;
Growth;
Direct Marketing;
Influence;
Reputation;
Social Inference;
Consumer Goods;
Consumer Products;
Female Entrepreneur;
Female Protagonist;
Entrepreneurship And Strategy;
Brand & Product Management;
Competitive Advantage;
Online Followers;
Retail;
Retail Formats;
Retailing;
Online Retail;
Celebrities;
Celebrity;
Celebrity Endorsement;
Go To Market Strategy;
Apparel;
Startup Marketing;
Startups;
Social Influencers;
Brands and Branding;
Growth and Development Strategy;
Growth Management;
Distribution Channels;
Digital Marketing;
Advertising;
Power and Influence;
Social Media;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States
Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.