Faculty News | U.S. News & World Report | 21
Business School Students Agog over Gaga
Re: Anita Elberse
According to the executive summary, before Gaga's fame skyrocketed in 2009, her manager faced decisions that could have derailed the performer's career. Written by Anita Elberse, an associate professor at Harvard who teaches the second-year M.B.A. course Strategic Marketing in Creative Industries, the case examines the manager's strategic marketing choices that instead turned Gaga into a global brand.