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October 2018 (Revised August 2019)
Case

Everybody Knows: Russia and the Election

By: Rawi Abdelal, Rafael Di Tella and Galit Goldstein

Following a contentious presidential race, Donald Trump’s 2016 election destabilized America’s status quo. Academics, journalists, politicians and the public at large examined why Trump had won. Many Americans, inside and outside the government, asserted that a... View Details

Keywords: Strategic Industry; Strategic Alliances (Business); Business And Government; Business And Public Policy; Business And Society; Media Businesses; Media Content; Media Slant; Media Regulation; Internet Of Everything; Government Policy; Politics; Political Campaigns; Political Strategy; Political Turmoil; Government; Government Regulation; Security; International Business; International Relations; National Security; Political Elections; News; Media; Internet and the Web; Rights; Problems and Challenges; Globalization; Business and Community Relations; Business and Government Relations; Government Legislation; Risk and Uncertainty; Cognition and Thinking; Conflict and Resolution; Identity; Civil Society or Community; Culture; Public Opinion; Social Issues; War; Social Media; Public Administration Industry; United States; Russia

May–June 2015
Article

Television Advertising and Online Shopping

By: Jura Liaukonyte, Thales Teixeira and Kenneth Wilbur

Media multitasking competes with television advertising for consumers' attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a... View Details

Keywords: Content Analysis; Difference-in-differences; Internet; Media Multitasking; Online Purchases; Advertising; Advertising Industry; United States

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August 2012
Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira

The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details

Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America

April 2015 (Revised December 2015)
Case

Resuscitating Monitter

By: Benjamin Edelman and Wei Sun

After a Twitter API change and policy change block his fledgling startup, solo entrepreneur Alex Holt evaluates his options. Should he double-down with a major investment in new servers, rewriting his app from scratch, and charging users for a service that he had... View Details

Keywords: Platform Strategy; Envelopment; Dependence; Social Media; Business Strategy; Vertical Integration; Information Technology; Digital Platforms; Advertising Industry; Information Technology Industry; Australia

February 2013
Teaching Note

Monocle (TN)

By: Eugene Soltes and Sara Hess

Keywords: Media And Publishing; Monocle; Tyler Brule; Media; Journals and Magazines; Media and Broadcasting Industry; Media and Broadcasting Industry

2025
Working Paper

Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs

By: Mengjie Cheng, Elie Ofek and Hema Yoganarasimhan

We study how media firms can use LLMs to generate news content that aligns with multiple objectives—making content more engaging while maintaining a preferred level of polarization/slant consistent with the firm’s editorial policy. Using news articles from The New York... View Details

Keywords: Large Language Models; Content Creation; Media; Polarization; Generative Ai; Direct Preference Optimization; AI and Machine Learning; News; Perspective; Digital Marketing; Policy; Media and Broadcasting Industry

May 2013 (Revised June 2014)
Case

Getit

By: Ramana Nanda and Rachna Tahilyani

Sidharth Gupta, CEO of Getit Infomediary Ltd, had just received a term sheet from Helion Venture Partners (Helion), one of India's independent venture capital firms, offering to invest Rs 200 million in return for an equity stake in the company. His dream of... View Details

Keywords: Publishing; Media And Publishing; Entrepreneurial Finance; Venture Capital; Media; Entrepreneurship; India

March 2018 (Revised June 2018)
Case

Knowledge Sharing at REMA 1000 (A)

By: Tatiana Sandino and Olivia Hull

A year after Norwegian grocery chain REMA 1000 adopted Workplace, Facebook’s enterprise social network, Chief Human Resource Officer Tore Høylie is asked to evaluate its impact on company culture and communication. Almost 90% of the workforce is engaged with the... View Details

Keywords: Social Network; Enterprise Social Media; Facebook; Workplace; Social and Collaborative Networks; Communication Technology; Performance Improvement; Organizational Culture; Knowledge Sharing; Social Media; Retail Industry; Norway

2013
Book

Blockbusters: Hit-making, Risk-taking, and the Big Business of Entertainment

By: Anita Elberse

What's behind the phenomenal success of entertainment businesses such as Warner Bros., Marvel Enterprises, and the NFL—along with such stars as Jay-Z, Lady Gaga, and LeBron James? Which strategies give leaders in film, television, music, publishing, and sports an edge... View Details

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2013
Chapter

FollowMe.IntDev.Com: International Development in the Blogosphere

By: Ryann Manning

This chapter explores online blogs as a new forum for discussing ideas and practices in international development. Based on a qualitative study of conversations that take place across multiple blogs, I conclude that the blogosphere combines features of a public sphere,... View Details

Keywords: International Development; Blogging; Social Media; Public Sphere; Blogs; Equality and Inequality; Globalization; Social and Collaborative Networks; Developing Countries and Economies

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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

December 2024
Case

AC Milan

By: Anita Elberse

In April 2024, Giorgio Furlani is nearing the end of his first full season as chief executive officer of Italian soccer club AC Milan. A Harvard Business School Class of 2007 graduate with a finance background, Furlani was appointed by RedBird Capital Partners’ founder... View Details

Keywords: Sports; Soccer; Football; Entertainment; Media; Talent Management; Superstars; Marketing; Strategy; General Management; Mergers and Acquisitions; Leadership; Business Strategy; Competitive Strategy; Business or Company Management; Sports Industry; Milan

February 2022
Case

Toto Wolff and the Mercedes Formula One Team

By: Anita Elberse and David Moreno Vicente

In December 2021, Toto Wolff, team principal and chief executive officer of the Mercedes-AMG Petronas Formula One team (the ‘Mercedes team’) is preparing for the start of the 2021 Formula One (‘F1’) season’s last Grand Prix, in the United Arab Emirates. Everything the... View Details

Keywords: Leadership; Team Management; Culture; Organizational Culture; Sports; Entertainment; Media; Superstars; General Management; Engineers; Competition; Problems and Challenges; Sports Industry; Entertainment and Recreation Industry

May 2013
Case

Qantas Luxury: Grounded Flights, First-Class Pajamas and Twitter Hashtags (A)

By: Amy J.C. Cuddy, Cassandra L. Govan, David T. Neal and Anna M. Coster

Keywords: Air Transportation; Social Media; Labor Relations; Brand Management; Air Transportation Industry; Australia

Teaching Interest

Overview

By: John A. Deighton

I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details

Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry

2017
Government Testimony

Passenger Right to Record—Petition for Rulemaking

By: Benjamin Edelman and Mike Borsetti

We ask DOT to affirm that passengers have the right to record what they lawfully see and hear on and around aircraft. We explain why such recordings are in the public interest, and we present the troubling experiences of passengers who have tried to record but have... View Details

Keywords: Aviation; Consumer Protection; Recording; Video; Audio; Privacy; Social Media; Air Transportation; Rights; Contracts; Air Transportation Industry

January 2014
Teaching Note

Dumb Ways To Die: Advertising Train Safety (A), (B) & (C)

By: John Quelch

Keywords: Advertising Media; Viral Advertising; Viral Marketing; Public Safety; Advertising; Marketing; Marketing Strategy; Internet and the Web; Digital Marketing; Media and Broadcasting Industry; Media and Broadcasting Industry; Oceania; Europe

2012
Case

Advanced Leadership Pathways: Shelly London and Ethics Education—'Strengthening Our Moral Compass'

By: Rosabeth Moss Kanter and Anne Arlinghaus

Shelly London and Ethics Education — 'Strengthening Our Moral Compass' 2009 AL Fellow
Following a successful career as a Senior Vice President, Vice President, and Chief Communications Officer at two large corporate companies, Shelly London set out to promote... View Details

Article

When the Local Newspaper Leaves Town: The Effects of Local Newspaper Closures on Corporate Misconduct

By: Jonas Heese, Gerardo Pérez Cavazos and Caspar David Peter

We examine whether the local press is an effective monitor of corporate misconduct. Specifically, we study the effects of local newspaper closures on violations by local facilities of publicly listed firms. After a local newspaper closure, local facilities increase... View Details

Keywords: Corporate Misconduct; Local Newspapers; Media Coverage; Firm Monitoring; Newspapers

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2010
Other Unpublished Work

Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions

An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details

Keywords: Brands; Brand Management; Brand Positioning; Brand Equity; Internet; Social Media; Customers; Customer Focus and Relationships; Customer Satisfaction; Marketing; Brands and Branding; Marketing Strategy; Auto Industry

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