Anita Elberse is an Assistant Professor of Business
Administration in the Marketing unit at Harvard Business
School. In her research, Professor Elberse aims to
understand what drives the success of products in
"creative industries," such as entertainment,
sports, advertising, and fashion, and how firms can
develop effective marketing strategies for such products.
More generally, she is interested in the diffusion
of innovations, the impact of digital technology on
marketing practice, the marketing of intellectual
property, and the application of econometric modeling
techniques to marketing problems. Her work is forthcoming
or 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 been covered in leading print
and broadcast media, including the International
Herald Tribune, the New York Times,
the Wall Street Journal, the New Yorker,
ABC, and CBS. Professor Elberse has taught Marketing
to first-year MBA students, and is currently developing
a course on strategic marketing in creative industries,
for second-year MBA students. She also teaches in
the Strategic Marketing Management program for executives.
Professor Elberse holds a Ph.D. from London Business
School, an M.A. in Communication from the Annenberg
School for Communication, University of Southern California,
and an M.A. in Communication Science from the University
of Amsterdam (cum laude).
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