The Miami Heat forward is one of the most famous professional athletes in the world, but he’s made some questionable business decisions — starting, most notably, with “The Decision.”
James’ off-court exploits are the subject of a case study in a Harvard Business School marketing class, which was described in-depth in a story in The Boston Globe.
The course, “Strategic Marketing in Creative Industries,” taught by Anita Elberse, studies James, Lady Gaga, Maria Sharapova and others.
“What intrigues me about the class is it’s trying to take this black box of what is a creative industry — sports, movies, television, music — and make sense of it from a more rational business perspective,” student Chris Satti told the Globe’s Shira Springer.
As one might guess, the course seems to be highly popular.
