Publications

March 2023 (Revised June 2023)
Case

Metaverse Wars

By: Andy Wu, David B. Yoffie and Matt Higgins

In 2023, the term metaverse — a combination of “meta” and “universe” — had become a catch-all for a diverse set of expectations about online virtual worlds and the future of the internet. To some, the metaverse conjured images of a massive participatory videogame... View Details

Keywords: Metaverse; Technology; Virtual Reality; Facebook; Social Media; Technological Innovation; Internet and the Web; Technology Adoption

April 2017 (Revised March 2024)
Case

Making Target the Target: Boycotts and Corporate Political Activity

By: Nien-hê Hsieh and Victor Wu

Through the challenges facing Target, the case examines ways in which corporations can become involved in political and legislative debates and processes, ranging from campaign contributions to lobbying to political activism. In 2016, Target CEO Brian Cornell must... View Details

13 Jul 2021
Research & Ideas

Outrage Spreads Faster on Twitter: Evidence from 44 News Outlets

negativity online makes people experience and share more negative emotions came from Facebook. In a controversial 2012 experiment, the social media giant secretly altered the news feeds of 689,003 users to... View Details

Keywords: by Kristen Senz; Media & Broadcasting

Research Summary

Moving Beyond Direct-to-Consumer

By: Leonard A. Schlesinger

Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.

The... View Details

February 2014 (Revised August 2014)
Case

The Michelin Restaurant Guide: Charting a New Course

By: Mukti Khaire, Elena Corsi and Jerome Lenhardt

Created in 1900 by the tire manufacturer Michelin, the Michelin Restaurant Guide was widely considered the international benchmark of food rating, and, by 2013, boasted paper editions in 23 countries, and had recently expanded to the United States and Asia. Paper sales... View Details

25 Apr 2023
Op-Ed

How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model

digital marketing to place stylish fast-fashion merchandise in front of target customers on social media sites such as Instagram, Facebook, and TikTok, as well as on its own website and mobile apps. Additionally, it has used email... View Details

Keywords: by John Deighton; Fashion; Retail; Consumer Products

Program

Strategic Marketing for Driving Growth

changes in technology, regulations, and customer behavior Assess the economic impact and viability of social media and digital strategies Ensure marketing activities contribute to company success Align marketing strategies with your... View Details

November 2018 (Revised February 2019)
Case

Israel at 70: Is it Possible to (re)Brand a Country?

By: Elie Ofek and Sarah Gulick

In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details

Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel

Web

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Get In Touch MBA Admissions Soldiers Field Boston, MA 02163 +1.617.495.6128 Email: admissions@hbs.edu Executive Education Soldiers Field Boston, MA 02163 +1.800.427.5577 (outside the U.S., dial +1.617.495.6555) Email: executive_education@hbs.edu Harvard Business View Details

March 2005
Case

Tribune Company: The PHONES Proposal

The Tribune Co. is considering issuing a structured note to monetize its investment in another company, America Online (AOL). Tribune originally invested in AOL in 1991 and currently has approximately 10 million shares left of that investment. However, these shares are... View Details

Keywords: Financial Instruments; Taxation; Investment; Media and Broadcasting Industry

Find at Harvard

14 Nov 2023
Research & Ideas

The Network Effect: Why Companies Should Care About Employees’ LinkedIn Connections

forming tangible real-world connections than it is a clarion call for employees to flock to professional online network sites. It’s just that data from social media offer unique opportunities to measure and... View Details

Keywords: by Ben Rand

04 Oct 2011
Working Paper Summaries

Reviews, Reputation, and Revenue: The Case of Yelp.com

Keywords: by Michael Luca; Food & Beverage

March–April 2020
Article

Avoid the Pitfalls of A/B Testing

By: Iavor I. Bojinov, Guillaume Sait-Jacques and Martin Tingley

Online experiments measuring whether “A,” usually the current approach, is inferior to “B,” a proposed improvement, have become integral to the product-development cycle, especially at digital enterprises. But often firms make serious mistakes in conducting these... View Details

Keywords: A/B Testing; Experiment Design; Social Networks; Product Development; Performance Improvement; Measurement and Metrics; Social Media

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20 Jun 2023
Research & Ideas

Looking to Leave a Mark? Memorable Leaders Don't Just Spout Statistics, They Tell Stories

Might Also Like: Effective Leaders Share the Spotlight with Their Teams It’s Time to Reset Decision-Making in Your Organization Swiping Right: How Data Helped This Online Dating Site Make More Matches Feedback or ideas to share? Email the... View Details

Keywords: by Scott Van Voorhis

05 Apr 2010
Research & Ideas

HBS Cases: iPads, Kindles, and the Close of a Chapter in Book Publishing

future? Olson has some thoughts—but no easy answers—to those questions. What About The Customer? E-book pricing is one of the biggest sources of friction. In a recent dustup between Amazon and Macmillan, the online retailer briefly... View Details

Keywords: by Julia Hanna; Information; Publishing; Entertainment & Recreation

November 2016 (Revised May 2017)
Case

The Black List

By: Henry McGee and Sarah McAra

Franklin Leonard founded The Black List in 2005 as an innovative approach to identifying potential hit movie scripts via crowdsourcing. As the annual Black List proved to hold the scripts of some of Hollywood’s most successful films, from “Slumdog Millionaire” to... View Details

Keywords: Screenwriting; Independent Production; Hollywood; Film Development; Film Distribution; Film Financing; Manging Uncertainty; Barriers To Entry; Globalization; Digitalization; Film Entertainment; Entrepreneurship; Marketing; Media; Strategy; Motion Pictures and Video Industry; United States