Anita Elberse

Associate Professor of Business Administration, Harvard Business School

Anita Elberse is an Associate Professor of Business Administration in the Marketing unit at Harvard Business School.

Professor Elberse develops and teaches a course on Strategic Marketing in Creative Industries, covering the businesses of entertainment, media and sports, for second-year MBA students. Her course is featured in Variety’s 2008 Entertainment Education report. She also teaches in Strategic Marketing Management, Taking Marketing Digital, and other short programs for executives, and previously taught Marketing to first-year MBA students.

In her research, professor Elberse primarily aims to understand what drives the success of products in the media, entertainment, 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. Her wider areas of study include the diffusion of innovations, the impact of digital technology on marketing practice, and the application of econometric modeling techniques to marketing problems.

Her work has been published in a number of journals, including the Harvard Business Review, Marketing Science, the Journal of Marketing, and the Harvard International Journal of Press/Politics. Her research has also appeared or been covered in leading print and broadcast media. Professor Elberse consults with a range of media and entertainment companies, and has conducted case studies on many firms in that area, including Comcast, Hulu, Grand Central Publishing, Marvel Enterprises, MGM, Octone Records, Radiohead, Sony, and The CW. Other case studies focus on the marketing of New York City, the Vancouver 2010 Winter Olympics, Marquee, the Metropolitan Opera, sports leagues MLB and the NFL, soccer clubs Real Madrid and Boca Juniors, and superstar athletes LeBron James and Maria Sharapova.

Prior to joining Harvard Business School, professor Elberse was a Visiting Fellow and Lecturer at The Wharton School, University of Pennsylvania. She holds a PhD from London Business School, an MA in Communication from the Annenberg School for Communication, University of Southern California, and an MA in Communication Science from the University of Amsterdam (cum laude). A native of The Netherlands, she has been awarded a Netherland-America Foundation / Fulbright Fellowship and a Lloyd’s of London Business Scholarship.