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  • All HBS Web  (546)
    • News  (77)
    • Research  (382)
    • Events  (4)
    • Multimedia  (1)
  • Faculty Publications  (217)
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  • December 2004 (Revised October 2005)
  • Case

Hasbro Games -- POX (A)

By: David B. Godes and Elie Ofek
Hasbro's newest toy is so unique it requires a unique launch strategy. Comparing traditional media (TV, print) with a non-traditional viral campaign, Matt Collins must weigh the risks and benefits of doing things the way they've always been done or blazing a new path... View Details
Keywords: Risk and Uncertainty; Cost vs Benefits; Marketing Strategy; Advertising Campaigns; Product Launch; Innovation and Invention; Entertainment and Recreation Industry
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Godes, David B., and Elie Ofek. "Hasbro Games -- POX (A)." Harvard Business School Case 505-046, December 2004. (Revised October 2005.)
  • January 2011 (Revised July 2012)
  • Case

National Public Broadcasting

By: Richard S. Ruback and Royce Yudkoff
Bob Williams, the CEO of National Public Broadcasting (NPB), was considering an unsolicited offer to purchase the company in the early spring of 2006. The company was a media underwriting representative for public television and radio stations throughout the United... View Details
Keywords: Mergers and Acquisitions; Decision Choices and Conditions; Financial Management; Ownership; Advertising Industry; Advertising Industry
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Ruback, Richard S., and Royce Yudkoff. "National Public Broadcasting." Harvard Business School Case 211-058, January 2011. (Revised July 2012.)
  • September 2024
  • Supplement

National Public Broadcasting (B)

By: Richard S. Ruback and Royce Yudkoff
Pre-abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
Abstract: This (B) case supplement is designed for use by faculty only to support classroom instruction in conjunction with... View Details
Keywords: Financial Strategy; Financial Management; Media; Ownership; Strategy; Advertising; Decision Choices and Conditions; Entrepreneurship; Financing and Loans; Mergers and Acquisitions; Private Equity; Media and Broadcasting Industry; Media and Broadcasting Industry; United States
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Ruback, Richard S., and Royce Yudkoff. "National Public Broadcasting (B)." Harvard Business School Multimedia/Video Supplement 225-706, September 2024.
  • 05 Sep 2017
  • First Look

First Look at New Research and Ideas, September 5, 2017

media to intensify linkages not only with cardholders, but also with Mastercard’s direct bank and merchant stakeholders. Building on its influential but dated “Priceless” advertising campaign, Raja refocused... View Details
Keywords: Sean Silverthorne
  • 04 May 2009
  • Research & Ideas

What’s Next for the Big Financial Brands

to advertise when media stories of trips and bonuses remind consumers of their extravagance and malfeasance? For consumers to change banks is burdensome but they can easily move assets among their accounts... View Details
Keywords: by John Quelch; Banking; Financial Services
  • January 2019 (Revised October 2020)
  • Technical Note

Brand Storytelling

By: Jill Avery
Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details
Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry
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Avery, Jill. "Brand Storytelling." Harvard Business School Technical Note 519-049, January 2019. (Revised October 2020.)
  • September 2023
  • Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Inference; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand & Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Social Influencers; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
  • 13 Oct 2010
  • First Look

First Look: October 13, 2010

advertiser of establishing a relationship with an agency and pecuniary economies of scale available from providing media services. The key predictions of the model are supported by an econometric analysis of... View Details
Keywords: Sean Silverthorne
  • Article

All Eyes on Them: A Field Experiment on Citizen Oversight and Electoral Integrity

By: Natalia Garbiras-Díaz and Mateo Montenegro
Can information and communication technologies help citizens monitor their elections? We analyze a large-scale field experiment designed to answer this question in Colombia. We leveraged Facebook advertisements sent to over 4 million potential voters to encourage... View Details
Keywords: Social Influence; Electoral Behavior; Election Outcomes; Economics; Economy; Governance; Government and Politics; Social Media; Social Marketing; Society; Political Elections; Advertising
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Garbiras-Díaz, Natalia, and Mateo Montenegro. "All Eyes on Them: A Field Experiment on Citizen Oversight and Electoral Integrity." American Economic Review 112, no. 8 (August 2022): 2631–2668.
  • September 2013
  • Case

Vogue: Defining the Culture of Fashion

By: Anita Elberse, Joseph Ferrer, Elizabeth Gough and Victoria Katsarou
In March 2013, Susan Plagemann, vice president and publisher of Vogue—widely regarded as the world's most influential fashion magazine, and publishing conglomerate Condé Nast's marquee title—is seeking answers to two questions. First, how she can best approach the... View Details
Keywords: Creative Industries; Fashion; Publishing; Digital Technology; Entertainment; Product Portfolio Management; Magazines; Journals and Magazines; Internet and the Web; Change Management; Resource Allocation; Creativity; Media; Advertising; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry
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Elberse, Anita, Joseph Ferrer, Elizabeth Gough, and Victoria Katsarou. "Vogue: Defining the Culture of Fashion." Harvard Business School Case 514-036, September 2013.
  • May 2020 (Revised July 2020)
  • Teaching Note

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels
Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details
Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America
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Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Teaching Note 520-104, May 2020. (Revised July 2020.)
  • May 2025
  • Case

Initial Financial Statements at Blank Corporation: Bridging Content and Commerce

By: Jung Koo Kang, Panje Jayden Kim and David Allen
This accounting case is intended to teach students how to compile an income statement, a balance sheet, and a cash flow statement. It focuses on Blank Corporation, an innovative South Korean company that bridged content and commerce by selling products directly through... View Details
Keywords: Accounting; Financial Statements; Business Startups; Social Media; Advertising; Digital Marketing; Cash Flow; Consumer Products Industry; South Korea
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Kang, Jung Koo, Panje Jayden Kim, and David Allen. "Initial Financial Statements at Blank Corporation: Bridging Content and Commerce ." Harvard Business School Case 125-021, May 2025.
  • Teaching Interest

The Business of Entertainment, Media, and Sports (MBA)

By: Anita Elberse
This second-year MBA course is primarily designed for students pursuing a career in the entertainment, media and sports sectors -- including film, television, music, publishing, video games, the performing arts, sports, fashion, and advertising -- or who plan to work... View Details
  • 11 Jun 2013
  • First Look

First Look: June 11

non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which companies can... View Details
Keywords: Carmen Nobel
  • June 2013 (Revised November 2013)
  • Case

Bluefin Labs: The Acquisition by Twitter

By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details
Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Advertising Industry; Advertising Industry; United States
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Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Case 513-091, June 2013. (Revised November 2013.) (request a courtesy copy.)
  • August 2021 (Revised March 2022)
  • Case

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; E-commerce; Applications and Software; Digital Platforms; Advertising Industry; United States
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Avery, Jill, and Rayan Nahas. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Case 522-002, August 2021. (Revised March 2022.)
  • December 2018 (Revised February 2020)
  • Case

Fishbowl: Scaling Up

By: Leslie K. John
Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details
Keywords: Communication Technologies; Customer Value; Value Chain; Interpersonal Communication; Talent and Talent Management; Customer Value and Value Chain; Entrepreneurship; Business Model; Growth and Development Strategy; Marketing Strategy; Advertising; Product Marketing; Digital Platforms; Consumer Behavior; Network Effects; Emotions; Motivation and Incentives; Trust; Applications and Software; Technology Adoption; Social Media; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; United States
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John, Leslie K. "Fishbowl: Scaling Up." Harvard Business School Case 919-013, December 2018. (Revised February 2020.) (Email mking@hbs.edu for a courtesy copy.)
  • June 2007 (Revised March 2011)
  • Case

The CW: Launching a Television Network

By: Anita Elberse and S. Mark Young
In May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York... View Details
Keywords: Advertising; Customer Relationship Management; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Product Launch; Strategic Planning; Networks; Media and Broadcasting Industry
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Elberse, Anita, and S. Mark Young. "The CW: Launching a Television Network." Harvard Business School Case 507-050, June 2007. (Revised March 2011.)
  • November 2017
  • Teaching Note

Facebook Fake News in the Post-Truth World

By: John R. Wells and Gabriel Ellsworth
Teaching Note for HBS No. 717-473. In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and... View Details
Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networking; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States; California; Sunnyvale; Russia
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Wells, John R., and Gabriel Ellsworth. "Facebook Fake News in the Post-Truth World." Harvard Business School Teaching Note 718-456, November 2017.
  • February 2023 (Revised March 2023)
  • Case

Hey, Insta & YouTube, Are You Watching TikTok?

By: Felix Oberholzer-Gee
In early 2023, the entertainment app TikTok reached close to 1 billion users globally, placing it 4th behind the leading social networks of Facebook, YouTube, and Instagram. Featuring a sophisticated recommendation engine, TikTok mastered the art of keeping users... View Details
Keywords: Social Media; Applications and Software; Business Model; Competition; Organizational Change and Adaptation
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Oberholzer-Gee, Felix. "Hey, Insta & YouTube, Are You Watching TikTok?" Harvard Business School Case 723-426, February 2023. (Revised March 2023.)
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