"I'm trying to uncover the common concepts across different creative industries, synthesize the knowledge that exists for one area, and see how it applies to others,'' said professor Anita Elberse, a student favorite. "You can look at Lady Gaga and LeBron James and explore what concepts hold true for both; it's really not about what decision the protagonists in the cases ultimately made. Very often there is no right or wrong decision. It's much more about the underlying phenomena.''

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