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      • Article

      Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies

      By: John A. Deighton
      The article discusses the notion of advertising as a profession in relation to the impact of digital analytics and data-driven marketing. Topics include the history of internet marketing, the investments of the content-driven internet firms Facebook Inc. and Google... View Details
      Keywords: Data Science; Digital Marketing; Marketing; Internet and the Web; Analytics and Data Science; Disruption
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      Deighton, John A. "Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies." Journal of Advertising Research 57, no. 4 (December 2017): 357–361.
      • November 2017
      • Case

      The Digital Factory – Siemens: Electronic Works Amberg

      By: Rajiv Lal and Scott F. Johnson
      The Electronic Works Amberg (EWA) was Siemens' most advanced factory. The plant built industrial automation equipment using state-of-the-art manufacturing techniques. Siemens was considering creating a consulting business for its manufacturing clients. Given the EWA's... View Details
      Keywords: Siemens; Internet Of Things; Industrie 4.0; Manufacturing; Consulting; Digital Factory; Ewa; Amberg; Electronic Works Amberg; Information Technology; Mobile and Wireless Technology; Applications and Software; Internet and the Web; Production; Technology Industry; Technology Industry; Technology Industry; Germany
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      Lal, Rajiv, and Scott F. Johnson. "The Digital Factory – Siemens: Electronic Works Amberg." Harvard Business School Case 518-054, November 2017.
      • November 7, 2017
      • Article

      Temporary Sharing Prompts Unrestrained Disclosures That Leave Lasting Negative Impressions

      By: Reto Hofstetter, Roland Rüppell and Leslie John
      With the advent of social media, the impressions people make on others are based increasingly on their digital disclosures. Yet digital disclosures can come back to haunt, making it challenging for people to manage the impressions they make. In field and online... View Details
      Keywords: Disclosure; Privacy; Self-presentation; Impression Formation; Behavior; Perspective; Internet and the Web; Social Media
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      Hofstetter, Reto, Roland Rüppell, and Leslie John. "Temporary Sharing Prompts Unrestrained Disclosures That Leave Lasting Negative Impressions." Proceedings of the National Academy of Sciences 114, no. 45 (November 7, 2017).
      • September 2017 (Revised December 2017)
      • Case

      Hulu: Redefining the Way People Experience TV

      By: Henry W. McGee and Christine Snively
      In May 2017, Hulu CEO Mike Hopkins announced the launch of Hulu Live TV, a new offering that would "change the way people experience TV." The new service would allow consumers to bypass traditional cable and satellite delivery and use the Internet to access live... View Details
      Keywords: Television Industry; Internet; Television Entertainment; Internet and the Web; Disruptive Innovation; Competitive Strategy; Price; Media and Broadcasting Industry; Entertainment and Recreation Industry
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      McGee, Henry W., and Christine Snively. "Hulu: Redefining the Way People Experience TV." Harvard Business School Case 318-002, September 2017. (Revised December 2017.)
      • September 2017 (Revised November 2018)
      • Case

      Marriott International: The Next 90 Years

      By: Chiara Farronato and Gary Pisano
      The case examines how Marriott should respond to the potential threats from new home-sharing platforms and the rise of online travel agencies. In 2017 Marriott was the largest hotel chain, with more than one million rooms and 7% of worldwide room supply. In the... View Details
      Keywords: Airbnb; Competitiveness; Threats; Disruption; Lodging Industry; Long-term Growth; Loyalty Program; Marriot; Online Platforms; Online Travel Agencies; Digital Platforms; Disruptive Innovation; Competitive Strategy; Competition; Customer Focus and Relationships; Customer Satisfaction; Internet and the Web; Tourism Industry; Travel Industry; Accommodations Industry
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      Farronato, Chiara, and Gary Pisano. "Marriott International: The Next 90 Years." Harvard Business School Case 618-017, September 2017. (Revised November 2018.)
      • September 2017
      • Teaching Note

      Marketing Transformation at Mastercard

      By: Sunil Gupta and Srinivas K. Reddy
      Teaching Note for HBS No. 517-040. View Details
      Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry
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      Gupta, Sunil, and Srinivas K. Reddy. "Marketing Transformation at Mastercard." Harvard Business School Teaching Note 518-043, September 2017.
      • September 2017 (Revised June 2019)
      • Case

      Dianrong: Marketplace Lending, Blockchain, and 'The New Finance' in China

      By: Christopher J. Malloy, Lauren H. Cohen and Anthony K. Woo
      This case examines the strategic positioning of Dianrong, one of the largest online peer-to-peer (P2P) lending platforms in China, in its attempt to become a foundational player in the expansion of the FinTech sector in Asia. Dianrong had recently announced the... View Details
      Keywords: Financing and Loans; Internet and the Web; Supply Chain; Finance; Innovation and Invention; Competition; Product Positioning; Strategy; Financial Services Industry; China
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      Malloy, Christopher J., Lauren H. Cohen, and Anthony K. Woo. "Dianrong: Marketplace Lending, Blockchain, and 'The New Finance' in China." Harvard Business School Case 218-043, September 2017. (Revised June 2019.)
      • September 2017
      • Case

      NBCUniversal Telemundo: Transforming Latino Television

      By: Henry W. McGee, Carin-Isabel Knoop and Christine Snively
      In August 2017, Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises, considered how the Miami-based Spanish-language TV network Telemundo could succeed in a rapidly shifting media landscape. Over the past few years,... View Details
      Keywords: Television Industry; Television Advertising; Broadcasting; Telecommunications; Internet; Television Entertainment; Internet and the Web; Advertising; Digital Platforms; Digital Marketing; Telecommunications Industry; Media and Broadcasting Industry; Miami
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      McGee, Henry W., Carin-Isabel Knoop, and Christine Snively. "NBCUniversal Telemundo: Transforming Latino Television." Harvard Business School Case 318-018, September 2017.
      • September 2017 (Revised March 2018)
      • Case

      Chai Point: Disrupting Chai

      By: Shikhar Ghosh, Ramana Nanda and Rachna Tahilyani
      Chai Point is India’s largest organized chai retailer. It has missed its target for retail store openings by approximately 25%, goals that are very important to its investors who are also board members. However, it has developed an exciting new internet-based tea... View Details
      Keywords: Strategy; Venture Capital; Stock; Business Model; Mobile Technology; Technological Innovation; Marketing; Marketing Strategy; Internet and the Web; Mobile and Wireless Technology; Food; Selection and Staffing; Employee Stock Ownership Plan; Resignation and Termination; Compensation and Benefits; Resource Allocation; Product Positioning; Distribution Channels; Product Design; Supply Chain; Governing and Advisory Boards; Food and Beverage Industry; Retail Industry; Asia; India; Karnataka; Bangalore
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      Ghosh, Shikhar, Ramana Nanda, and Rachna Tahilyani. "Chai Point: Disrupting Chai." Harvard Business School Case 818-020, September 2017. (Revised March 2018.)
      • July 2017 (Revised July 2018)
      • Case

      Upwork: Creating the Human Cloud

      By: Dylan Minor and David Yoffie
      Stephane Kasriel, the new CEO of Upwork, the leading platform for freelance labor, needs to decide on how to redesign its business model. While the firm has been growing rapidly since the merger of Odesk and eLance, the newly combined firm continues to face problems of... View Details
      Keywords: Strategy; Platform; Platform Businesses; Technology; Business Model; Digital Platforms; Growth and Development Strategy; Internet and the Web; Labor
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      Minor, Dylan, and David Yoffie. "Upwork: Creating the Human Cloud." Harvard Business School Case 718-402, July 2017. (Revised July 2018.)
      • May 2017 (Revised July 2017)
      • Supplement

      Aadhaar: From Voluntary to Mandatory

      By: Tarun Khanna, Anjali Raina and Rachna Chawla
      Approximately 1.1 billion residents of India (99% of the population) had a unique biometric identity—Aadhaar—by 2017. In six years, the Unique Identification Authority of India (UIDAI) had achieved an unprecedented milestone in emerging and developed markets. The... View Details
      Keywords: Entrepreneurship; Business and Government Relations; Emerging Markets; Information; Information Technology; Organizational Design; Infrastructure; Identity; Projects; Information Management; Government and Politics; Digital Platforms; Internet and the Web; Transformation; Society; Welfare; Social Issues; Private Sector; Public Sector; Information Technology Industry; Asia; India; New Delhi
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      Khanna, Tarun, Anjali Raina, and Rachna Chawla. "Aadhaar: From Voluntary to Mandatory." Harvard Business School Supplement 717-512, May 2017. (Revised July 2017.)
      • March 2017 (Revised February 2018)
      • Case

      VMware and the Public Cloud

      By: Raffaella Sadun and Christine Snively
      In 2015, VMware, a pioneer in server and network virtualization and a member of parent company EMC’s “federation” of companies, had set its sights on becoming a leading public cloud provider. Two years prior, VMware first entered the public cloud market with its vCloud... View Details
      Keywords: Information Technology; Information Infrastructure; Applications and Software; Growth and Development Strategy; Internet and the Web; Technology Industry; Technology Industry; Technology Industry
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      Sadun, Raffaella, and Christine Snively. "VMware and the Public Cloud." Harvard Business School Case 717-480, March 2017. (Revised February 2018.)
      • March 2017 (Revised March 2022)
      • Case

      Flashion: Art vs. Science in Fashion Retailing

      By: Kris Ferreira and Karim R. Lakhani
      Kate Wilson, retail analytics manager at Flashion, a fashion flash-sale site, is tasked with developing analytics to optimize pricing for first-exposure products on the site. Many in the industry have relied on years of experience and intuition to determine pricing—can... View Details
      Keywords: Analytics; Pricing; Data; Service Operations; Forecasting and Prediction; Internet and the Web; Technology Adoption; Mathematical Methods; Decision Making; E-commerce; Retail Industry; Fashion Industry; United States
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      Ferreira, Kris, and Karim R. Lakhani. "Flashion: Art vs. Science in Fashion Retailing." Harvard Business School Case 617-059, March 2017. (Revised March 2022.)
      • March 2017 (Revised May 2019)
      • Case

      Marketing Transformation at Mastercard

      By: Sunil Gupta, Srinivas K. Reddy and David Lane
      Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details
      Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry
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      Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
      • March 2017
      • Case

      Swagbucks

      By: Jeffrey F. Rayport and Matthew G. Preble
      In early 2016, Chuck Davis, chairman and CEO of Prodege LLC, parent company of the brand promotion business Swagbucks, and Josef Gorowitz, Prodege’s founder and president, must decide whether to acquire MyPoints, a competitor to Swagbucks, after the company’s... View Details
      Keywords: Loyalty Management; Scaling; Scale; Entrepreneurship; Human Resources; Employees; Employee Relationship Management; Organizational Change and Adaptation; Organizational Culture; Organizational Design; Leading Change; Growth Management; Religion; Technology; Online Technology; Internet; Transition; Leadership; Web Services Industry; Web Services Industry; United States
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      Rayport, Jeffrey F., and Matthew G. Preble. "Swagbucks." Harvard Business School Case 817-068, March 2017.
      • February 2017
      • Case

      BlaBlaCar: The Road Ahead...

      By: Karim R. Lakhani, Arun Sundararajan, Emilie Billaud and Caroline Caltagirone
      In 2017, the co-founders of BlaBlaCar—the world’s largest long-distance carpooling company—reflected on the evolution of their venture and the way forward. BlaBlaCar had reached critical mass and size; yet staying still was not going to be enough to be relevant and... View Details
      Keywords: Business Growth and Maturation; Business Startups; Transformation; Decision Making; Values and Beliefs; Growth and Development Strategy; Digital Platforms; Network Effects; Strategic Planning; Competitive Strategy; Expansion; Internet and the Web; Transportation Networks; Web Services Industry; Web Services Industry; France; Europe
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      Lakhani, Karim R., Arun Sundararajan, Emilie Billaud, and Caroline Caltagirone. "BlaBlaCar: The Road Ahead..." Harvard Business School Case 617-050, February 2017.
      • February 2017
      • Case

      Yemeksepeti: Growing and Expanding the Business Model through Data

      By: William R. Kerr, Gamze Yucaoglu and Eren Kuzucu
      In October 2016, Nevzat Aydin, co-founder and CEO of Yemeksepeti, the Turkish online food-ordering company, was looking over the company's quarterly results and projections for the upcoming year with his management team. It had been almost a year and a half since Aydin... View Details
      Keywords: Entrepreneurial Management; Entrepreneurial Ventures; Turkey; Big Data; Customer Focused Organization; Service Management; Continuous Improvement; Data Analysis; Internet; Growth Strategy; Technological Change; Information Systems; Entrepreneurship; Corporate Strategy; Analytics and Data Science; Analysis; Customer Focus and Relationships; Emerging Markets; Service Operations; Competitive Advantage; Performance Improvement; Internet and the Web; Growth and Development Strategy; Information Technology; Value Creation; Food and Beverage Industry; Turkey
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      Kerr, William R., Gamze Yucaoglu, and Eren Kuzucu. "Yemeksepeti: Growing and Expanding the Business Model through Data." Harvard Business School Case 817-095, February 2017.
      • February 2017
      • Case

      Dick's Sporting Goods

      By: Rajiv Lal, Jose B. Alvarez and Matthew G. Preble
      Edward Stack, chairman and CEO of Dick’s Sporting Goods (DKS), faced a rapidly changing sporting goods landscape in October 2016. Two large competitors—The Sports Authority and Sport Chalet—had folded earlier that year, and DKS had to contend with increasingly robust... View Details
      Keywords: Sporting Goods; Retail; Employees; Growth and Development Strategy; Growth Management; Product Marketing; Demand and Consumers; Consumer Behavior; Product; Service Delivery; Service Operations; Partners and Partnerships; Business Strategy; Competition; Corporate Strategy; Expansion; Internet and the Web; E-commerce; Retail Industry; United States; Pennsylvania
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      Lal, Rajiv, Jose B. Alvarez, and Matthew G. Preble. "Dick's Sporting Goods." Harvard Business School Case 517-007, February 2017.
      • 2017
      • Book

      HBR Guide to Buying a Small Business: Think Big, Buy Small, Own Your Own Company

      By: Richard S. Ruback and Royce Yudkoff
      Find, acquire, and run your own business. Are you looking for an alternative to a career path at a big firm? Does founding your own start-up seem too risky? There is a radical third path open to you: you can buy a small business and run it as CEO. Purchasing a small... View Details
      Keywords: Entrepreneurial Finance; Entrepreneurs; Small Companies; Small Business Finance; Negotiation; Due Diligence; Sourcing; Search Funds; Search; Deal Sourcing; Deal Structuring; Funnel; Debt Financing; Small And Medium Enterprises; Small Business; Internet and the Web; Entrepreneurship; Negotiation Deal; Ownership; Equity; Borrowing and Debt
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      Ruback, Richard S., and Royce Yudkoff. HBR Guide to Buying a Small Business: Think Big, Buy Small, Own Your Own Company. Harvard Business Review Press, 2017.
      • Article

      Repairing the Damage: The Effect of Price Knowledge and Gender on Auto-Repair Price Quotes

      By: Meghan Busse, Ayelet Israeli and Florian Zettelmeyer
      In this paper we investigate whether sellers treat consumers differently on the basis of how well informed consumers appear to be. We implement a large-scale field experiment in which callers request price quotes from automotive repair shops. We show that sellers alter... View Details
      Keywords: Pricing; Price Discrimination; Automobiles; Field Experiment; Information; Fairness; Price; Knowledge Use and Leverage; Internet and the Web; Gender; Service Industry; Auto Industry
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      Busse, Meghan, Ayelet Israeli, and Florian Zettelmeyer. "Repairing the Damage: The Effect of Price Knowledge and Gender on Auto-Repair Price Quotes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 75–95.
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