Publications
Publications
- 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.)