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NewResearchDirections.PDF

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NewResearchDirections

informs Vol. 25, No. 6, November–December 2006, pp. 638–661 ? issn 0732-2399 eissn 1526-548X 06 2506 0638 doi 10.1287/mksc.1050.0177 ? 2006 INFORMS The Motion Picture Industry: Critical Issues in Practice, Current Research, and New Research Directions Jehoshua Eliashberg The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104, eliashberg@ Anita Elberse Harvard Business School, Harvard University, Boston, Massachusetts 02163, aelberse@ Mark A.A.M. Leenders The Amsterdam School of Communications Research, University of Amsterdam, Amsterdam, The Netherlands, m.a.a.m.leenders@uva.nl he motion picture industry has provided a fruitful research domain for scholars in marketing and other Tdisciplines. The industry has high economic importance and is appealing to researchers because it offers both rich data that cover the entire product lifecycle for many new products and because it provides many unsolved “puzzles.” Although the amount of scholarly research in this area is rapidly growing, its impact on practice has not been as signi?cant as in other industries (e.g., consumer packaged goods). In this article, we discuss critical practical issues for the motion picture industry, review existing knowledge on those issues, and outline promising research directions. Our review is organized around the three key stages in the value chain f