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Teaching Interest

The Business of Entertainment, Media, and Sports (MBA)

By: Anita Elberse

This second-year MBA course is primarily designed for students pursuing a career in the entertainment, media and sports sectors -- including film, television, music, publishing, video games, the performing arts, sports, fashion, and advertising -- or who plan to work... View Details

April 2018
Supplement

Flipkart (B): The Ongoing Battle for India's E-Commerce Market

By: Sunil Gupta, Das Narayandas and Rachna Tahilyani

In 2017, both Flipkart and Amazon claimed leadership position in India's recently concluded key annual festive season sale, but it was too early to declare victory. Amazon continues to invest heavily in India. Competition from newer players is increasing. Media reports... View Details

Keywords: Digital Platforms; Internet and the Web; Competition; Retail Industry; India

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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June 2013
Article

How to Profit from 'Lean Advertising'

By: Thales S. Teixeira

This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details

Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry

July 2010 (Revised December 2010)
Case

AdMob (A)

By: Mikolaj Jan Piskorski, Samuel Cohen and Nithya Vaduganathan

AdMob's CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, powered 6,000 websites and 1,000 applications, and... View Details

Keywords: Digital Marketing; Growth and Development Strategy; Resource Allocation; Competition; Competitive Strategy; Expansion; Mobile and Wireless Technology; Advertising Industry

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; Media and Broadcasting Industry; Media and Broadcasting Industry; Miami

October 2006 (Revised October 2007)
Case

Google Advertising

By: Youngme E. Moon and David Chen

In mid-2006, Google is the number one search engine in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among American... View Details

Keywords: Digital Marketing; Disruptive Innovation; Media; Expansion; Internet and the Web; Advertising Industry; United States

20 Nov 2007
First Look

First Look: November 20, 2007

capitalist, author, and co-founder and chairman emeritus of the Massachusetts Institute of Technology (MIT) Media Lab, announced his intention to build a PC so cheap as to make it possible to provide Internet- and multimedia-capable... View Details

Keywords: Martha Lagace

July – August 2008
Article

Should You Invest in the Long Tail?

By: Anita Elberse

The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will... View Details

Keywords: Demand and Consumers; Distribution Channels; Sales; Marketing Strategy; Online Technology; Motion Pictures and Video Industry; Music Industry; Retail Industry

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May 2022
Case

Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Advertising Industry; United States

February 2021
Teaching Plan

Soofa: Displaying the Right Path?

By: Jeffrey J. Bussgang and Amy Klopfenstein

This teaching plan serves as a supplement to the case “Soofa: Displaying the Right Path?” HBS 820-098. The case explores the tension between two different financing and expansion plans for a startup, and explores issues related to business model pivots and industry... View Details

December 2018
Case

Choosy

By: Jeffrey J. Bussgang and Julia Kelley

Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details

03 Dec 2007
Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

Consumers," HBS professor John Deighton and Leora Kornfeld, research director of Canada's Mobile MUSE Consortium, pinpoint 5 qualities of success in this new world of digital media marketing. In this new... View Details

Keywords: by Julia Hanna; Publishing; Advertising

10 Nov 2011
HBS Case

HBS Cases: Making Lincoln Center Cool Again

groups of constituents and board members, using technology wisely, and planning for a future in the digital world. It also shows that there are alternative paths for a CEO to take—and that a strong organizational leader can make up for... View Details

Keywords: by Kim Girard; Entertainment & Recreation

2009
Chapter

Creating Superior Customer Value in a Connected World

By: Ranjay Gulati

"In the early twenty-first century, customers are more demanding than ever, and difficult economic times make them all the more so. As customers tighten their wallets and increase their demands, firms face greater pressure to provide superior customer value. Reducing... View Details

Keywords: Customer Satisfaction; Customer Value and Value Chain; Consumer Behavior; Product Design; Social and Collaborative Networks; Value Creation

28 Apr 2009
First Look

First Look: April 28, 2009

and services including computers, handheld devices, servers, and digital entertainment, employed 172,000 people and posted $104 billion in sales in 2007. PSG, one of HP's three major divisions, offered notebook and desktop personal... View Details

Keywords: Martha Lagace

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; Media and Broadcasting Industry; Media and Broadcasting Industry

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February 2014 (Revised August 2014)
Case

The Michelin Restaurant Guide: Charting a New Course

By: Mukti Khaire, Elena Corsi and Jerome Lenhardt

Created in 1900 by the tire manufacturer Michelin, the Michelin Restaurant Guide was widely considered the international benchmark of food rating, and, by 2013, boasted paper editions in 23 countries, and had recently expanded to the United States and Asia. Paper sales... View Details

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

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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