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March 2016 (Revised May 2018)
Case

ASOS PLC

By: John R. Wells and Gabriel Ellsworth

Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand... View Details

Keywords: ASOS; AsSeenOnScreen; Online Fashion; Online Apparel; Nick Beighton; Nick Robertson; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Social Media; Marketplaces; Shipping; Advertising; Digital Marketing; Business Growth and Maturation; Business Model; Business Startups; For-Profit Firms; Customer Focus and Relationships; Age; Gender; Currency Exchange Rate; Profit; Revenue; Geography; Geographic Scope; Global Range; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business History; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Succession; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Positioning; Social Marketing; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Public Ownership; Problems and Challenges; Strategy; Adaptation; Business Strategy; Competition; Competitive Strategy; Corporate Strategy; Expansion; Vertical Integration; Segmentation; Internet and the Web; Mobile and Wireless Technology; Apparel and Accessories Industry; Fashion Industry; Retail Industry; United Kingdom; England; London

May 2022
Supplement

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

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

This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Advertising Industry; Advertising Industry; United States

27 Jul 2019
Op-Ed

Does Facebook's Business Model Threaten Our Elections?

on investment of the targeted ad model they’ve perfected is far superior to traditional advertising. Both Google and Facebook have an effective duopoly on digital advertising, though Amazon is starting to put up meaningful numbers. As... View Details

Keywords: by George Riedel

February 2014
Article

Responses to Entry in Multi-Sided Markets: The Impact of Craigslist on Local Newspapers

By: Robert Seamans and Feng Zhu

How do firms respond to entry in multi-sided markets? We address this question by studying the impact of Craigslist, a website providing classified-advertising services, on local U.S. newspapers. We exploit temporal and geographical variation in Craigslist's entry to... View Details

Keywords: Digital Platforms; Market Entry and Exit; Internet and the Web; Newspapers; Advertising; Advertising Industry; Advertising Industry

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January 2008 (Revised February 2010)
Case

Microsoft adCenter

By: Peter Coles and Benjamin Edelman

Microsoft considers alternatives to expand its presence in online advertising, especially text-based pay-per-click advertising. Google dominates, and it is unclear how Microsoft can grow, despite considerable technical and financial resources. Microsoft considers a set... View Details

Keywords: Digital Marketing; Growth and Development Strategy; Competition; Advertising Industry

29 Oct 2018
Research & Ideas

Hunting for a Hot Job in High Tech? Try 'Digitization Economist'

returns. Digital advertising provides marketers with renewed opportunity to measure advertising effectiveness. Economists draw on both existing theories of View Details

Keywords: by Roberta Holland; Technology; Education

March 2006 (Revised February 2007)
Case

Massive Incorporated (B)

By: Joseph B. Lassiter III, Clark Gilbert and Victoria Winston

Keywords: Emerging Markets; Product Launch; Digital Marketing; Business Startups; Advertising Industry

24 Feb 2014
Research & Ideas

Uncovering Racial Discrimination in the ‘Sharing Economy’

racial discrimination. In Digital Discrimination: The Case of Airbnb.com, Benjamin G. Edelman and Michael Luca investigate the possibility of racial discrimination against people who advertise properties on... View Details

Keywords: by Carmen Nobel; Advertising; Advertising; Advertising

April 2015 (Revised December 2015)
Case

Resuscitating Monitter

By: Benjamin Edelman and Wei Sun

After a Twitter API change and policy change block his fledgling startup, solo entrepreneur Alex Holt evaluates his options. Should he double-down with a major investment in new servers, rewriting his app from scratch, and charging users for a service that he had... View Details

Keywords: Platform Strategy; Envelopment; Dependence; Social Media; Business Strategy; Vertical Integration; Information Technology; Digital Platforms; Advertising Industry; Advertising Industry; Australia

May 2025
Case

Initial Financial Statements at Blank Corporation: Bridging Content and Commerce

By: Jung Koo Kang, Panje Jayden Kim and David Allen

This accounting case is intended to teach students how to compile an income statement, a balance sheet, and a cash flow statement. It focuses on Blank Corporation, an innovative South Korean company that bridged content and commerce by selling products directly through... View Details

Keywords: Accounting; Financial Statements; Business Startups; Social Media; Advertising; Digital Marketing; Consumer Products Industry; South Korea

December 2010
Supplement

Ad Classification at Right Media — slide supplement

By: Benjamin Edelman

Right Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse... View Details

Keywords: Media; Digital Marketing; Market Participation; Negotiation Tactics; Marketing Communications; Communication; Advertising Industry; Advertising Industry

December 2010
Supplement

Ad Classification at Right Media — pre-class slides — supplement

By: Benjamin Edelman

Right Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse... View Details

Keywords: Digital Marketing; Market Participation; Negotiation Tactics; Marketing Communications; Communication; Media; Advertising Industry; Advertising Industry

2012
Article

Antitrust Scrutiny of Google

By: Benjamin Edelman

I evaluate antitrust claims against Google and propose possible remedies. While Google's specific tactics are often novel, I show connections to practices deemed unlawful over a period of decades, and I identify remedies well grounded in antitrust precedent. View Details

Keywords: Competition; Antitrust; Google; Search; Non-price Terms; Digital Marketing; Lawsuits and Litigation; Advertising Industry; Advertising Industry

April 2000 (Revised June 2001)
Case

DoubleClick Buys Abacus (A)

By: John A. Deighton

By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details

Keywords: Information; Rights; Internet and the Web; Ethics; Competitive Advantage; Social Issues; Customer Focus and Relationships; Digital Marketing; Advertising Industry

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August 2020 (Revised January 2021)
Supplement

Facelift at Olay (B)

By: Sunil Gupta, Rajiv Lal and Olivia Hull

This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales. View Details

Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Strategy; Competitive Advantage; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio

January 2019 (Revised March 2021)
Case

SoundCloud: Subscription Streaming?

By: Ashish Nanda, Eric Van den Steen, Andy Wu, Jeffrey Boyar and Bonnie Bennett Slater

Established in 2007, SoundCloud already boasted the second largest number of active music listeners among all streaming services and was recognized as the go-to platform for new artists by early 2014. Yet, its founders were questioning the robustness of the firm’s... View Details

October 2021 (Revised March 2022)
Supplement

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli and Fabrizio Fantini

PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details

13 May 2014
First Look

First Look: May 13

"freemium" business model, which is used by some Internet businesses and smartphone application developers to give users free basic features of a digital product and access to premium functionality for a subscription fee. The... View Details

Keywords: Sean Silverthorne

November 2022 (Revised March 2023)
Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta

This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details

November 2022 (Revised March 2023)
Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta

This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details

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