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The Creative Industries: Managing Products and Product Portfolios

By: Anita Elberse
  • Format:Print
  • | Pages:16
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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.)

About The Author

Anita Elberse

Marketing
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