CRI 510 Lecture Notes - Lecture 4: Maria Sharapova, Lebron James, Burberry
2 Nov 2016
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Few stars make a lot of money, the rest make okay or very little. The less money you make, the more expensive health insurance is. Stars and blockbusters function similarly a huge few stresses, with a very long and very flat tail and the blockbuster strategy usually works in the same way with stars as it does with creative products. Because stars are brands and have brand attributes eg. logos, competitive advantage, own companies. The top 2 salaries on the dodger"s roster are higher in total than the entire. If you release a movie with no star power whatsoever. It doesn"t matter how good serena williams is at hitting tennis balls; it matters how much better she is than others. It doesn"t matter how luxurious and high quality a handbag is; it matters how it"s perceived relative to others. We all buy in to the idea of taste.
