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  • 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
Keywords: Pricing; Pricing Strategy; Services; Product Line Management; Growth; Conjoint Analysis; Market Research; Freemium; Growth Strategy; Two Sided Markets; Ecommerce; Platform; Platform Business; Platform Businesses; Platform Strategy; Platforms; Platforms And Ecosystems; Business Model; Internet and the Web; Business Growth and Maturation; Growth and Development Strategy; Price; Strategy; Digital Platforms; E-commerce; Service Industry; United States
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    Rosabeth M. Kanter

    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

    Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
    • January 2019 (Revised February 2024)
    • Teaching Note

    Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

    By: Ayelet Israeli
    Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
    Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
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    • 30 Jan 2018
    • First Look

    January 30, 2018

    Abstract—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... View Details
    Keywords: Sean Silverthorne
    • 13 Jul 2016
    • HBS Case

    How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

    the cheap,” says Teixeira—adding that digital marketing also makes it easy for companies to rapidly iterate its advertising message, tweaking it to figure out what works best. “Only after passing the... View Details
    Keywords: by Michael Blanding; Retail; Service; Transportation
    • 25 Apr 2023
    • Op-Ed

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

    digital marketing to place stylish fast-fashion merchandise in front of target customers on social media sites such as Instagram, Facebook, and TikTok, as well as on its own website and mobile apps. Additionally, it has used email... View Details
    Keywords: by John Deighton; Fashion; Retail; Consumer Products
    • 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; Media and Broadcasting Industry
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    • 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
    • September 2011 (Revised March 2014)
    • Case

    Brightcove, Inc. in 2007

    By: Andrei Hagiu and David B. Yoffie
    Brightcove, a technology and services provider to content owners in the Internet television field, aimed to become a media distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing... View Details
    Keywords: Competition; Entrepreneurship; Investment; Diversification; Digital Platforms; Business Strategy; Internet and the Web; Business Model; Distribution; Media and Broadcasting Industry; Motion Pictures and Video Industry
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    • 27 Dec 2010
    • Research & Ideas

    HBS Faculty on 2010’s Biggest Business Developments

    advertisements to building their own outlets and content. Kraft Foods, for example, is now one of the largest publishers of food-related materials. IBM is launching thought leadership communities. PepsiCo uses social networks to reach... View Details
    Keywords: by Staff
    • 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
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    • 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
    • 16 Nov 2016
    • Research & Ideas

    Turning One Thousand Customers into One Million

    to reach new people. Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as Google search ads, Facebook ads,... View Details
    Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations
    • November 2024
    • Case

    Polish Agro: Where Do We Grow From Here?

    By: Willy C. Shih, Lena Duchene and Daniela Beyersdorfer
    By July 2024, Polish Agro had grown into one of Poland’s fastest-growing agribusinesses, with €230 million in revenue, 82 employees, and operations across Northern Poland. The company supported farmers with essential agricultural inputs like fertilizers and seeds,... View Details
    Keywords: Plant-Based Agribusiness; Distribution; Volatility; Customer Focus and Relationships; Customer Value and Value Chain; Climate Change; Environmental Regulation; Profit; Trade; Digital Strategy; Innovation Strategy; Crisis Management; Growth and Development Strategy; Resource Allocation; Advertising; Brands and Branding; E-commerce; Business and Community Relations; Networks; Adaptation; Adoption; Competitive Advantage; Business Model; Health Pandemics; War; Agriculture and Agribusiness Industry; Europe; Poland
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    • Web

    Accounting & Management - Faculty & Research

    Startups ; Social Media ; Advertising ; Digital Marketing ; Consumer Products Industry ; South Korea Citation Educators Related Kang, Jung Koo, Panje Jayden Kim, and David Allen. "Initial Financial... View Details
    • 19 Oct 2009
    • Research & Ideas

    Why Are Web Sites So Confusing?

    the most popular items (e.g., bread, milk) in the furthest possible place from the entrance; that shopping malls seem designed to make sure you get lost at every single visit; and that popular magazines drown the content they carry in a sea of View Details
    Keywords: by Andrei Hagiu & Bruno Jullien
    • Web

    Great American Business Leaders of the 20th Century - Leadership

    O'Neill Alcoa, 1987–1999 Anthony J. F. O'Reilly H. J. Heinz Company, 1979–1998 Adolph S. Ochs New York Times, 1896–1935 David M. Ogilvy Ogilvy & Mather Worldwide, 1954–1975 Ransom E. Olds Reo Motor Car Company, 1904–1915 Kenneth H. Olsen View Details
    • 03 May 2017
    • HBS Seminar

    Seth Stephens-Davidowitz, The New York Times and Wharton, University of Pennsylvania

    • 18 Sep 2017
    • Research & Ideas

    'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

    a direct connection between a social media chat about a product with the actual purchase of that product. “The biggest challenge right now is that all this money is shifting into digital marketing, but there are still a lot of questions... View Details
    Keywords: by Dina Gerdeman; Advertising; Advertising
    • 29 Nov 2022
    • Research & Ideas

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

    an influential but unprofitable business that lost money eight of the last 10 years. Now, digital ad revenues are falling pretty rapidly across the internet, and advertisers are pausing or bailing on... View Details
    Keywords: by Christina Pazzanese, Harvard Gazette; Technology