Anita Elberse is a professor of business administration at Harvard Business School. Her research focuses on understanding the drivers of success for products in the entertainment, media, sports, and other creative industries, and how firms can develop effective marketing strategies. She is acclaimed for her work on digital-media strategies, exploring how to best leverage the power of influential personalities. Her book, Blockbusters, delves into the risks and rewards of the business of entertainment.
What is behind the phenomenal success of entertainment businesses such as Warner Bros, Marvel Enterprises and Manchester United - along with such stars as Jay-Z and Lady Gaga? In this book, the author explains a powerful truth about the world of entertainment: building a business around blockbuster products is the surest path to long-term success.