Module Note | June 2009 (Revised March 2011)

The Creative Industries: Managing Products and Product Portfolios

by Anita Elberse

Abstract

This module note examines the way in which professional content producers in the creative industries approach product and product portfolio management, and explores the underlying reasons for their strategies.

Keywords: Entertainment; Management Practices and Processes; Marketing; Product Development; Production; Creativity;

Citation:

Elberse, Anita. "The Creative Industries: Managing Products and Product Portfolios." Harvard Business School Module Note 509-077, June 2009. (Revised March 2011.)