Publications

September 2016 (Revised February 2017)
Case

Angie's List: Ratings Pioneer Turns 20

By: Robert J. Dolan and Ayelet Israeli

In 1995, before people “googled” or “yelped,” Angela Hicks (HBS, 2000) was establishing her Angie’s List as a pioneer in the accumulation and dissemination of consumer rating information. Hicks focused on the home repair and maintenance market and, as she put it,... View Details

Rosabeth Moss Kanter holds the Ernest L. Arbuckle Professorship at Harvard Business School, specializing in strategy, innovation, and leadership for change. Her strategic and practical insights guide leaders worldwide through teaching, writing, and direct... View Details

13 Jan 2003
Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

to advertisers. Is this an expanding advertising strategy, or something different? Many researchers tell us that one-on-one interviews are superior to focus groups.— Gerald Zaltman A: Probing the unconscious mind of the consumer has... View Details

Keywords: by Manda Mahoney

Web

Marketing - Faculty & Research

make important contributions in the future. The current economic crisis is changing consumers' current and future purchase and consumption patterns. Search engines have changed the way consumers obtain information and make decisions and they are also dramatically... View Details

July 2020
Teaching Plan

Girls Who Code

By: Brian Trelstad and Amy Klopfenstein

This teaching plan serves as a supplement to HBS Case No. 320-055, “Girls Who Code.” Founded 2012 by former lawyer Reshma Saujani, Girls Who Code (GWC) offered coding education programs to middle- and high school-aged girls. The organization also sought to alter... View Details

October 2001 (Revised April 2002)
Case

America Online, Inc.: Disclosure Strategy

By: Amy P. Hutton and David Lane

Since going public, AOL had disclosed on a quarterly basis supplemental metrics meant to give analysts and investors a way of tracking growth in its subscriber base and the value created through its marketing efforts. These metrics gave management's conversations with... View Details

Keywords: Business Model; Internet and the Web; Change Management; Internet and the Web; Corporate Disclosure; Media; Digital Marketing; Information Technology Industry; Information Technology Industry

Find at Harvard

22 May 2024
HBS Case

Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

Practice at HBS who authored the case study with HBS researcher Shweta Bagai. Businesses need to “understand how it is that they’re doing what they’re doing so that they can incorporate the power of algorithmic technologies into their... View Details

Keywords: by Rachel Layne; Technology

29 Nov 2022
Research & Ideas

Is There a Method to Musk’s Madness on Twitter?

technology entrepreneurs and the strategies they use to gain a competitive edge. Wu spoke to the Harvard Gazette about his take on Musk’s recent moves. Interview has been edited for clarity and length. Harvard Gazette: Many of Elon Musk’s... View Details

Keywords: by Christina Pazzanese, Harvard Gazette; Technology

25 Apr 2023
Op-Ed

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

information technology to directly match consumer demand to dispersed production by a collection of factories in China. This method of reaching customers should inspire any business that provides products or services that come from many... View Details

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

May 2010
Supplement

Tim Westergren of Pandora Radio

By: Willy C. Shih and Halle Alicia Tecco

Pandora Radio is at a crossroads. Founder Tim Westergren has just been told by a well known VC to get rid of his unprofitable customers in order to get his costs down, but Westergren is not sure that such actions are consistent with his company's business model.... View Details

Keywords: History; Business Model; Customers; Venture Capital; Internet and the Web; Cost Management; Outcome or Result; Customization and Personalization; Growth and Development Strategy; Music Industry

February 2011 (Revised November 2013)
Case

The Cheezburger Network

By: John Deighton and Leora Kornfeld

Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the... View Details

Keywords: Budgets and Budgeting; Digital Marketing; Customer Relationship Management; Venture Capital; Emerging Markets; Strategic Planning; Sales; Internet and the Web; Publishing Industry; Web Services Industry

05 Jul 2006
Working Paper Summaries

The Presentation of Self in the Information Age

Keywords: by John A. Deighton; Advertising

17 Aug 2009
Research & Ideas

Quantifying the Economic Impact of the Internet

Older Internet users may remember the battles over the commercialization of the Web in the early 1990s, when the first Mosaic browser was introduced. Back then, pioneering adopters passionately condemned the first Web advertisers and... View Details

Keywords: by John Quelch; Advertising; Advertising

March 2011 (Revised July 2011)
Case

Vestas' World of Wind

By: Thomas J. Steenburgh and Elena Corsi

The wind turbine manufacturer Vestas launched the industry's first highly localized and customized new product launch campaigns which used also new tools such as web 2.0 platforms. Used to operate in a market where demand exceeded supply, Vestas had lost contact with... View Details

Keywords: Customer Focus and Relationships; Marketing Channels; Internet and the Web; Product Launch; Demand and Consumers; Advertising Campaigns; Global Strategy; Customization and Personalization; Business and Stakeholder Relations; Finance; Product Marketing; Technology Adoption; Energy Industry

March 2020 (Revised April 2020)
Case

CarTrade

By: Rajiv Lal and Shreya Ramachandran

Vinay Sanghi, the founder and CEO of CarTrade, had been trying different business strategies to keep the company, which he founded in 2010 as an online marketplace for used and new cars, profitable and on track for growth. In a crowded and disorganized dealer... View Details

Keywords: Online Marketplace; Automobiles; Customer Base; Internet and the Web; Growth and Development Strategy; Business Model; Financing and Loans; E-commerce; Digital Platforms; Digital Marketing; Auto Industry; Retail Industry; India; Mumbai

28 Apr 2009
First Look

First Look: April 28, 2009

Hewlett-Packard Company's Personal Systems Group (PSG), gathered his thoughts before a meeting with his top executives and managers for product design and marketing. On the agenda was a discussion of strategic next steps for the group. Hewlett-Packard (HP), a View Details

Keywords: Martha Lagace

March 2023
Supplement

Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (B)

By: Linda A. Hill and Emily Tedards

In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The purpose of SAIL was to offer testing and incubation services for individuals within Google Ads who were developing new... View Details

Keywords: Innovation Leadership; Organizational Culture; Technology Industry; Technology Industry; Technology Industry; United States