Publications

10 Dec 2014
News

Front-Row Seat

$10 million, knew that the web represented an opportunity to build and expand a well-established brand. Founded in 1857 by a group of Bostonians with triple-decker names (James Russell Lowell and Ralph Waldo Emerson among them), the Atlantic had the foresight to... View Details

Keywords: Julia Hanna; digital media; Corporate, Subsidiary, and Regional Managing Offices; Management

Web

A Rewarding Work Life - Edwin H. Land & Polaroid | Harvard Business School

Social Enterprise Initiative HBS Working Knoweldge Harvard Business School Executive Education More HBS YouTube: Executive Education Harvard Business Review Harvard Business School Contact Related Links Resources View Details

February 2024
Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott

Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details

Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil

March–April 2017
Article

What's the Value of a Like?: Social Media Endorsements Don't Work the Way You Might Think

By: Leslie John, Daniel Mochon, Oliver Emrich and Janet Schwartz

Brands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon... View Details

Keywords: Social and Collaborative Networks; Consumer Behavior; Marketing Strategy; Digital Marketing; Social Media

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Classroom and Field Work - Business Education For Women At Harvard University | Harvard Business School

Enterprise Initiative HBS Working Knoweldge Harvard Business School Executive Education More HBS YouTube: Executive Education Harvard Business Review Harvard Business School Contact Related Links Resources View Details

January 2017 (Revised April 2017)
Supplement

Bridj and the Business of Urban Mobility (B): A New Model in Kansas City

By: Rosabeth Moss Kanter and Jonathan Cohen

In late 2016, Bridj was expanding its digital platform to help address urban mobility problems faced by cities across the country and the world. Its founder and CEO, Matt George, weighed up several possible strategies for growth as he aimed to responsibly build the... View Details

06 Dec 2021
News

3-Minute Briefing: Bonnie Kintzer (MBA 1987)

I had worked at a consulting firm where Reader’s Digest was my client, so I got to learn a lot about the business and the people prior to joining the first time. Thankfully, I was not there during either of the company’s two bankruptcies.... View Details

Keywords: Jennifer Gillespie; publishing; digital transformation; change management; leadership; Publishing Industries (except Internet); Information

01 Dec 2020
News

New News

Edited by Julia Hanna Courtesy Michael Aft Courtesy Snigdha Sur Courtesy Michael Aft Courtesy Snigdha Sur Michael Aft (MBA 2019) and Snigdha Sur (MBA 2017) would be the first to acknowledge that launching a digital media startup out of... View Details

Keywords: entrepreneuship; digital media; startups; news; business models; young alumni; News, Library, Internet, and Other Services; Information

01 Jun 2024
News

3-Minute Briefing: David Perpich (MBA 2007)

I interned at a lot of different places in high school and college—a hospital, a retail store, a magazine, an ad agency. At Duke, I was part owner of a student-run food-delivery service. In Clay Christensen–speak, it was the “emergent strategy,” exploring as I went and... View Details

Keywords: Julia Hanna; sports reporting; digital media; strategy; management

September 2019 (Revised October 2019)
Case

Burunda Prince at The Farm, a Comcast NBCUniversal Innovation Hub (Powered by Boomtown)

By: Linda A. Hill, Eric Mankin and Emily Tedards

After a successful inaugural year, Burunda Prince, the Managing Director of Comcast’s startup business accelerator The Farm, was getting ready for an eventful 2019. Comcast was America's largest cable and internet service provider, having built a profitable business... View Details

2013
Working Paper

Where do the Most Active Customers Originate and How Can Firms Keep Them Engaged?

By: Clarence Lee, E. Ofek and Thomas Steenburgh

In this paper, we study how firms offering Web services can acquire and develop an active customer base. We focus on two basic questions. First, how does the method of customer acquisition affect the way customers use the service to meet their own needs and to interact... View Details

Keywords: Customer Engagement; Adoption Routes; Hidden Markov Models; Search; Word-of-Mouth; Digital Media; Customer Relationship Management; Internet and the Web; Mathematical Methods; Consumer Behavior; Entrepreneurship; Marketing Reference Programs; Web Services Industry

November 2016 (Revised April 2018)
Case

reMarkable: e-Writing the Future

By: Elie Ofek and Curtis Hsu

Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like... View Details

Keywords: Entrepreneurial Marketing; Innovation Management; Go To Market Strategy; Marketing Plan; Target Market; Digital Devices; Consumer Electronics; Forecasting; Information Technology; Marketing Strategy; Innovation and Management; Marketing Channels; Entrepreneurship; Forecasting and Prediction; Product Marketing; Product Development; Electronics Industry

Leila Doumi is a PhD Candidate in the Strategy Unit and an affiliate of the Digital Data and Design (D^3) Institute at Harvard. She conducts research on technology adoption, corporate strategy, and the future of work with a focus... View Details

Marco Iansiti

Marco Iansiti, David Sarnoff Professor of Business Administration,is a codirector of the Laboratory for Information Science at Harvard and of the Digital Initiative at HBS.

Prof. Iansiti's research examines the digital transformation of companies and... View Details

Keywords: automotive; computer; e-commerce industry; electronics; fiber optics; high technology; information; information technology industry; internet; semiconductor; software; telecommunications; venture capital industry

Yifei Wu

Yifei Wu is a doctoral student in the Strategy Unit at Harvard Business School with primary research interests in innovation, entrepreneurship and digitization in emerging markets. She works with impact-driven technology ventures to understsand challenges and... View Details

Career Coach

Alan Neider

Alan’s also happy to help with interview prep, resume and cover letter reviews, and general career conversations and coaching. To schedule a session with Alan, please send him an email. Work Experience: City of Cleveland Mayor’s Office... View Details

November 2022 (Revised June 2023)
Case

UGG Steps into the Metaverse

By: Shunyuan Zhang, Sharon Joseph, Sunil Gupta and Julia Kelley

In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized,... View Details

Keywords: Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Fashion Industry; Information Technology Industry; United States