A group of some 79 students recently took part in a lively case discussion in a Harvard Business School classroom about Hulu, the online video service that provides access to TV shows and movies. "The company is using a 100% ad model, but the CEO is thinking about a subscription model or a combination of ads and subscriptions. Why?" asks Associate Professor Anita Elberse, coauthor of the case and an expert on strategic marketing in creative industries. A flurry of hands goes up. The professor continues with more questions, back and forth for 80 minutes. And when it's over, many of the students gather round Professor Elberse to continue the discussion. A scene, it appears, straight out of the Harvard MBA program.