Faculty News | New York Times | 10 Dec 2012
In Beyoncé Deal, Pepsi Focuses on Collaboration
Re: Anita Elberse
These deals are not limited to music. In 2010, Jay-Z (Beyoncé's husband) teamed with Microsoft to promote his memoir, "Decoded." According to a case study led by Anita Elberse, a Harvard Business School professor, the publisher could contribute only $50,000 for marketing, but Microsoft paid $2 million for an elaborate scavenger hunt that promoted the book as well as its new search engine, Bing.

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