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December 2020
Article

The Parable of the Auctioneer: Complexity in Paul R. Milgrom's Discovering Prices

By: Scott Duke Kominers and Alexander Teytelboym

Designing marketplaces in complex settings requires both novel economic theory and real-world engineering, often drawing upon ideas from fields such as computer science and operations research. In Discovering Prices, Milgrom (2017) explains the theory and design... View Details

Keywords: Pricing; Design; Auctions; Market Design; Complexity

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January 2019 (Revised February 2020)
Case

World Wrestling Entertainment, Inc.

By: Anita Elberse and Melissa Rodman

World Wrestling Entertainment, Inc. (WWE) develops and presents scripted hero-versus-villain storylines featuring its wrestlers at hundreds of live events—on several weekly television shows, on its own over-the-top streaming service, and on social media—to millions of... View Details

Keywords: Superstars; Talent; Talent Development; Labor Economics; General Management; Entertainment; Sports; Media; Talent and Talent Management; Contracts; Marketing; Strategy

October 2016 (Revised February 2020)
Case

Dwayne 'The Rock' Johnson

By: Anita Elberse

In June 2016, Dwayne ‘The Rock’ Johnson is planning for the upcoming launch of an endeavor that is a first for a Hollywood actor with superstar status—a digital channel. The channel (named “Seven Bucks Digital Studios”) will be a new part of film and television... View Details

17 Sep 2007
Research & Ideas

Broadband: Remaking the Advertising Industry

transformation in the music and television industries as well. Their audiences are fragmented and people are demanding mobility, immediacy, and control over their media consumption. This makes some industries' traditional business and... View Details

Keywords: by Julia Hanna; Advertising; Media & Broadcasting; Publishing

August 2021
Case

Wymsee

By: Julia Austin, Sarah Mehta and Tom Quinn

Wymsee was a company that aimed to develop a mobile application (app) that would allow television audience members to identify and purchase clothing or accessories worn by characters in the program they were watching, with the Wymsee founders taking a percentage of... View Details

Keywords: Business Model; Business Plan; Business Startups; Film Entertainment; Television Entertainment; Technological Innovation; Knowledge Acquisition; Product Positioning; Opportunities; Adaptation; Mobile Technology; Entertainment and Recreation Industry; Motion Pictures and Video Industry; Technology Industry; United States; New York (city, NY)

July 2013 (Revised October 2014)
Case

Following Lance Armstrong: Excellence Corrupted

By: Clayton Rose and Noah Fisher

After years of vigorous denials, on January 14, 2013 Lance Armstrong admitted in a television interview with Oprah Winfrey that he "doped" in each of his record seven consecutive Tour de France victories, confirming the findings a few months earlier by the US... View Details

Keywords: Corruption; Ethics; Crime and Corruption; Leadership; Culture; Sports Industry; United States; Europe; France

22 Sep 2020
News

The minimal effects of TV debates between candidates

February 2022 (Revised May 2022)
Case

Buddy Valastro: Cake Boss

By: Boris Groysberg, Evan M.S. Hecht and Katherine Connolly Baden

Buddy Valastro, celebrity baker and business owner, inherited his father’s bakery—Carlo’s Bake Shop of Hoboken, New Jersey—at the age of seventeen. He had willed the shop to survive and gone on to fame through his television show, “Cake Boss”—the name most people now... View Details

April 1999
Case

Steve Perlman and WebTV (A)

By: James K. Sebenius and Ron Fortgang

The dynamics of a linked series of internal and external negotiations involved in launching, growing, and selling a high-tech, Internet start-up are explored. Steve Perlman unfurled an impressive new technology, recruited a top technical and management team, secured... View Details

Keywords: Business Startups; Entrepreneurship; Agreements and Arrangements; Negotiation Tactics; Alliances; Internet; Communications Industry

June 2007 (Revised April 2010)
Case

Comcast Corporation

By: Anita Elberse and Jason Schreiber

In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on... View Details

Keywords: Marketing Strategy; Product Launch; Consumer Behavior; Competitive Strategy; Technology Adoption; Media and Broadcasting Industry; Motion Pictures and Video Industry

21 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

allocation plan. Where would the starting point be? A: It is well known that some marketing actions, such as supermarket promotions, deliver short-run results, whereas others, such as television advertising, deliver long-run results. Yet,... View Details

Keywords: by Sean Silverthorne

October 2010
Case

Narragansett Brewing Company

By: Tom Nicholas, Lindsey Marshall and Charles Anthony Miller

Mark Hellendrung, CEO of Narragansett Brewing Company, is deciding whether to partner with a local television station for the upcoming NHL Winter Classic outdoor hockey game between New England's own Boston Bruins and the Philadelphia Flyers at Fenway Park. He had... View Details

Keywords: Corporate Entrepreneurship; Business Startups; Business Strategy; Sports; Financial Strategy; Marketing Strategy; Investment; United States

OCT TechNovation: Accessing the Ideas Cloud

Through a renewed focus on innovation and technology, NASA seeks to be an important catalyst for intellectual and economic expansion for the nation. Our inaugural TechNovation Speaker Forum gathered NASA employees from across the agency to listen to our special... View Details

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

Winter 2014
Article

Does Service Bundling Reduce Churn?

By: Jeff Prince and Shane Greenstein

We examine whether bundling in telecommunications services reduces churn using a series of large, independent cross sections of household decisions. To identify the effect of bundling, we construct a pseudo-panel dataset and utilize a linear, dynamic panel-data model,... View Details

Keywords: Communication Technology; Customer Satisfaction; Product Marketing; Telecommunications Industry

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December 1992 (Revised June 1996)
Case

Siemens Corporation (A): Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein

Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details

Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States

Nancy F. Koehn

Nancy F. Koehn is a historian at the Harvard Business School where she holds the James E. Robison chair of Business Administration. Koehn's research focuses on crisis leadership and how leaders and their teams rise to the challenges of high-stakes situations. Her... View Details

Keywords: beauty products; clothing; consumer products; entertainment; fashion; marketing industry; retailing; health care; advertising; media

July 2004 (Revised March 2007)
Case

Sony EyeToy

By: Anita Elberse and Youngme E. Moon

In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small... View Details

Keywords: Games, Gaming, and Gambling; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Product Launch; Product Development; Performance Improvement; Software; Entertainment and Recreation Industry; Europe

Summer 2017
Article

Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior

By: Jeffrey Prince and Shane Greenstein

The television industry is undergoing a generational shift in structure; however, many demand-side determinants are still not well understood. We model how consumers choose video content provision among over-the-air (OTA), paid subscription to cable or satellite, and... View Details

Keywords: Information Technology; Service Delivery; Consumer Behavior; Television Entertainment; Service Industry; Media and Broadcasting Industry

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November 2007 (Revised May 2008)
Case

Haier Hefei Electronics Co. (A)

By: Lynn Sharp Paine

The Haier Group, the first mainland Chinese company to make the Financial Times list of Asia's "most admired companies," attributes its success in large measure to the new value system it has sought to instill throughout the organization. However, when Haier takes over... View Details

Keywords: Public Ownership; Business and Government Relations; Organizational Culture; Transformation; Ethics; Labor and Management Relations; Business or Company Management; Contracts; Electronics Industry; China

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