Anita Elberse, Harvard Business School, PH.D., Assistant Professor of Business Administration
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 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).
