Grand Central Publishing Harvard Case Solution & Analysis

In April 2007, Grand Central publisher Jamie Raab and editor Karen Kosztolnyik were involved in a furious bidding war for a proposed book about the life of a cat Dewey declared as a cat's response to the bestseller "Marley & Me: Life and Love with the world's worst dog." Literary agent Peter McGuigan, who represented the author and ghost writer, has just informed them that the second publisher seeks to close the deal "shadowing" Grand Central every move and preferential offer over a million dollars would be required for the acquisition - an extremely high amount for the book, the author first. If Grand Central continues to claim Dewey, wait a scheduled auction with several interested publishers, or get out of the race? Allows for in-depth study of new product acquisition, development and launch strategies in the context of the book publishing industry. Provides a rich understanding of how media and entertainment companies seeking to repeat the success, and how they find, foster, and sell the potential blockbuster product. It also shows how similar efforts competitors increase the dependency of each firm for a few hits. Provides detailed unique economic data that show high level of concentration in the distribution of sales and profits for the products. When the analysis of the book purchase, development and marketing process from the point of view of the publisher, the author and the agent is a means to contrast different approaches to the process of new product development.
To enhance their effectiveness, color cases should be printed in color. "Hide
by Anita Elberse Source: Harvard Business School 20 pages. Publication Date: August 31, 2007. Prod. #: 508036-PDF-ENG

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