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18 Jul 2023
Interview

Jeffrey Rayport on Product Market Fit, Profit Market Fit and Whiplash, and More

By: Jeffrey F. Rayport and Doug Levin

This episode of "Lessons from Startup Life" podcast features Jeffrey Rayport, Senior Lecturer of Business Administration at the Harvard Business School. Jeffrey specializes in teaching and researching growth-stage technology ventures and their scalability. Prior to... View Details

Keywords: Scaling And Growth; Start-up; Diversity; Equity; Inclusion; Technology; Business Startups; Product Marketing; Business Growth and Maturation

March 2025
Case

Stagwell: AI and the Future of Marketing

By: Suraj Srinivasan and Radhika Kak

In early 2025, Mark Penn, Founder, CEO and Chairman of Stagwell, a global marketing company with a network of over 70+ agencies that served over 4000 blue-chip customers across 40 countries, was looking at ways that marketers should navigate the disruption emanating... View Details

Keywords: Advertising; Retention; Innovation Strategy; Change Management; AI and Machine Learning; Applications and Software; Digital Transformation; Technology Adoption; Marketing Strategy; Service Delivery; Creativity; Advertising Industry; Technology 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

29 Oct 2007
HBS Case

Marketing Maria: Managing the Athlete Endorsement

marketing. "That day, Maria's life changed forever, and so did mine," says Max Eisenbud, her agent at sports agency IMG, as quoted in the recent Harvard Business School case "Maria Sharapova: Marketing a Champion."... View Details

Keywords: by Sarah Jane Gilbert; Sports

July–August 2020
Article

Price Bargaining and Competition in Online Platforms: An Empirical Analysis of the Daily Deal Market

By: Lingling Zhang and Doug J. Chung

The prevalence of online platforms opens new doors to traditional businesses for customer reach and revenue growth. This research investigates platform choice in a setting where prices are determined by negotiations between platforms and businesses. We compile a unique... View Details

Keywords: Business-to-business Marketing; Platform Competition; Two-Sided Markets; Price Bargaining; Daily Deals; Structural Model; Digital Platforms; Competition; Price; Negotiation

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2018
Working Paper

Executive Development Programs Enter the Digital Matrix: I. Disrupting the Demand Landscape

By: Das Narayandas and Mihnea C. Moldoveanu

Executive development programs have entered a period of disruption catalyzed by the digitalization of content, connectivity, and communication and are driven by renewed demand for high-level executive and managerial skills. Unlike other segments of higher education,... View Details

Keywords: Executive Education; Internet and the Web; Disruption; Management Skills; Leadership Development

12 Mar 2006
Research & Ideas

New Research Explores Multi-Sided Markets

Andrei Hagiu is on the vanguard of a new field of business research that explores the dynamics of multi-sided markets. Although these markets have been around a long time, they have not really been recognized as entities unique from other... View Details

Keywords: by Sean Silverthorne; Technology

11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

propositions represents a market test and signal of what consumers want. Q: Consumer marketing appears to be drifting away from mass market advertising to more targeted... View Details

Keywords: by Sean Silverthorne

02 Apr 2015
Research & Ideas

Digital Initiative Summit: The Business of Crowdsourcing

Gaining the community's trust is vital to building a successful business with crowdsourcing, agreed business leaders at the Digital Initiative Summit at Harvard Business School on March 30. When Tongal got its start in 2009, some members... View Details

Keywords: by Dina Gerdeman

June 2019
Case

Airbnb, Etsy, Uber: Expanding from One to Many Millions of Customers

By: Thales S. Teixeira

By 2019, two-sided online platforms (or marketplaces) were among the highest-growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products, or services with customers demanding them. Among the most notable... View Details

Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two-Sided Markets; Digital Marketing; Customer Acquisition; Two-Sided Platforms; Growth Management; Marketing Strategy; Customers; Acquisition; Organizational Change and Adaptation

May 2022
Article

Strengthening Digital Infrastructure: A Policy Agenda for Free and Open Source Software

By: Frank Nagle

While there is little debate that digital forces are playing an increasingly crucial role in the economy, there is limited understanding of the importance of the digital infrastructure that underlies this role. Much of the discussion around digital infrastructure has... View Details

Keywords: Open Source; Applications and Software; Policy; Infrastructure; Open Source Distribution

September 2015 (Revised February 2020)
Case

Managing Consumer Touchpoints at Nissan Japan

By: Thales Teixeira, Nobuo Sato and Akiko Kanno

In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details

Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan

February 2018
Case

EmQuest: Travel Distribution in the Digital Era

By: Karim R. Lakhani and Gamze Yucaoglu

EmQuest, Emirates Group’s travel distribution company, must decide what to do with its contract with the global distribution system it uses, Sabre. Since its founding in 1988, EmQuest was servicing travel agents in the MENA region by providing a connection to over 400... View Details

Keywords: UAE; Decision; Business Model; Competitive Strategy; Growth and Development Strategy; Decision Choices and Conditions; Business Strategy; Value Creation; Change Management; Emerging Markets; For-Profit Firms; Competitive Advantage; Travel Industry; United Arab Emirates

September 2014
Case

Havas: Change Faster

By: Karim R. Lakhani and Michael L. Tushman

As of 2013, Havas was the 6th largest global advertising, digital, and communications group in the world. Headquartered in Paris, France, the group was highly decentralized, with semi-independent agencies in more than 100 countries offering a variety of services. The... View Details

Keywords: Advertising Agency; Open Innovation; Commercials; Digital Media; Digital Transition; Advertising; Digital Marketing; Advertising Campaigns; Acquisition; Change Management; Disruption; Transformation; Advertising Industry; Communications Industry

November 1998 (Revised November 2001)
Case

BMW AG: The Digital Car Project (A)

By: Stefan H. Thomke and Ashok Nimgade

Describes how the German automotive firm BMW is trying to reduce its development time by half with the aid of computer-aided technologies. To leverage these technologies fully in the very competitive automotive industry, BMW is faced with the challenge of changing its... View Details

Keywords: Change; Competency and Skills; Management; Time Management; Product Positioning; Product Development; Business Processes; Performance; Problems and Challenges; Technology; Auto Industry

November 2018 (Revised February 2019)
Teaching Plan

Gimlet Media: A Podcasting Startup

By: John Deighton and Leora Kornfeld

When digital distribution becomes an option for an analog industry, the effects on the incumbents can be devastating. Is podcasting the beginning of the end of radio? Can it do what streaming video did to television and websites did to print? Two former public radio... View Details

Keywords: Platforms And Ecosystems; Startup; Creative Industries; Digital Marketing; Podcasting; Business Startups; Media; Entertainment; Growth and Development Strategy; Digital Platforms; United States

January 2023 (Revised February 2024)
Teaching Note

Perfect Diary (完美日记)

By: Shunyuan Zhang and Sunil Gupta

Teaching Note for HBS Case No. 522-030. View Details

Keywords: Digital Marketing; E-commerce; E-Commerce Strategy; Marketing; Beauty and Cosmetics Industry; China

January 2024
Article

Dog Eat Dog: Balancing Network Effects and Differentiation in a Digital Platform Merger

By: Chiara Farronato, Jessica Fong and Andrey Fradkin

Digital platforms are increasingly the subject of regulatory scrutiny. In comparison to multiple competitors, a single platform may increase consumer welfare if network effects are large or may decrease welfare due to higher prices or reduction in platform variety. We... View Details

Keywords: Platform Differentiation; Digital Platforms; Network Effects; Measurement and Metrics; Mergers and Acquisitions; Outcome or Result

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December 2018 (Revised September 2019)
Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details

Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America

August 2009 (Revised August 2010)
Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld

How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details

Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web

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