Anita Elberse Quotes

Media companies' hit-focused marketing did not emerge in a vacuum. It reflects how consumers make choices. The truth is that consumers prefer blockbusters.

 
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  • Born:
  • Nationality: Swedish
  • Profession: Actress

Anita Elberse is a professor of business administration at Harvard Business School. She is a leading expert on the entertainment, media and sports sectors. She has published her research in top academic and practitioner journals in the fields of marketing, economics, and management. According to the Wall Street Journal, "[Elberse] takes the same statistically rigorous approach to entertainment and cultural industries that sabermetricians do to baseball."

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