Publications

08 Aug 2022
HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

fan base. The effective use of social media was how they created an ecosystem." In a recent case study, “BTS and ARMY,” Harvard Business School associate professor Doug Chung and research associate Kay Koo... View Details

Keywords: by Shalene Gupta; Media & Broadcasting; Media & Broadcasting

06 Mar 2019
News

In a Kylie Jenner world, what does it mean to be a 'self-made' billionaire?

29 Nov 2022
Research & Ideas

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

users to reconsider whether they will continue using the platform. Critics say all these radical moves are akin to lighting Twitter investors’ money on fire. But is there a method to Musk’s madness? Andy Wu is an assistant professor of View Details

Keywords: by Christina Pazzanese, Harvard Gazette; Technology

01 Jul 2012
News

Winning friends in new places

17 Jun 2019
Working Paper Summaries

The Comprehensive Effects of a Digital Paywall Sales Strategy

Keywords: by Doug J. Chung, Ho Kim, and Reo Song; Media & Broadcasting

January 2015
Case

The Blonde Salad

By: Anat Keinan, Kristina Maslauskaite, Sandrine Crener and Vincent Dessain

In 2014, Chiara Ferragni, a globe-trotting founder of the world's most popular fashion blog The Blonde Salad, and Riccardo Pozzoli, her co-founder and business partner, had to decide how to best monetize her blog as well as her shoe line called the "Chiara Ferragni... View Details

September 2020
Teaching Plan

Harlem Capital: Changing the Face of Entrepreneurship

By: George Serafeim

Jarrid Tingle and Henri Pierre-Jacques had spent the summer between their first and second years of their MBA program fund raising for their start-up venture capital (VC) firm, Harlem Capital Partners. Harlem Capital was founded upon the principle that addressing the... View Details

Keywords: Venture Capital Firm Compensation; Entrepreneurial Finance; Entrepreneurial Financing; Black Entrepreneurs; Black Leadership; Black Inventors; Inclusion; Minority-owned Businesses; Race And Ethnicity; Race Characteristics; Entrepreneurship; Venture Capital; Diversity; Race; Gender; Mission and Purpose; Social Enterprise; Financial Services Industry; United States

13 Jul 2021
News

Hate Spreads Faster on Twitter: Evidence from 44 News Outlets

23 Nov 2016
Cold Call Podcast

Digital Change: Lessons from the Newspaper Industry

Keywords: Re: Bharat N. Anand; Journalism & News

November 2018
Case

Sportradar (A): From Data to Storytelling

By: Ramon Casadesus-Masanell, Karen Elterman and Oliver Gassmann

In 2013, the Swiss sports data company Sportradar debated whether to expand from its core business of data provision to bookmakers into sports media products. Sports data was becoming a commodity, and in the future, sports leagues might reduce their dependence on... View Details

02 Aug 2021
Research & Ideas

What If Closing the Wage Gap Means Everyone Earns Less?

It’s a sticky but common dilemma for managers: A valued employee finds out that a coworker earns more, gets upset, and demands a raise. If gender or race figure into the wage gap, tensions can escalate fast. Companies, including Whole Foods, Starbucks, and the social... View Details

Keywords: by Avery Forman

December 2018 (Revised September 2019)
Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details

Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America

Career Coach

Jim Warner

Television Network. He joined Avenue A, a pioneering digital media start-up, in 2000 and led the company’s East coast operations through the ups and downs and ups of the decade. Avenue A acquired Razorfish and together they became the... View Details

Keywords: Entertainment / Media; Entertainment / Media; Entertainment / Media

07 Apr 2023
Research & Ideas

When Celebrity ‘Crypto-Influencers’ Rake in Cash, Investors Lose Big

allegations Because social media posts can affect short-term demand for specific coins or tokens, securing promotion by influencers is big business that has ensnared some big names. In February 2021, Lindsay... View Details

Keywords: by Kristen Senz

Felix Oberholzer-Gee

Felix Oberholzer-Gee is the Andreas Andresen Professor of Business Administration at Harvard Business School. An award-winning instructor, his academic work and consulting are focused on competitive strategy and the effects of digital technology on corporate... View Details

Keywords: media; media; media; media

Elie Ofek

Elie Ofek is a Professor in the Marketing unit at the Harvard Business School. Professor Ofek's research focuses on new product strategies in technology-driven business environments as well as in consumer-oriented companies in general. He explores interactions... View Details

Keywords: media; media; media; media

June 2022
Teaching Note

Katie Couric Media: Landing the First Client

By: N. Louis Shipley, William R. Kerr and Paige Boehmcke

Developed for teaching Entrepreneurial Sales, the Katie Couric Media case supports class discussion on client selection, sales strategy, and scaling a startup media firm. View Details

Keywords: Customer Relationship Management; Marketing; Mergers And Acquisitions; Start-up; Entrepreneurship; Sales; Business and Stakeholder Relations; Media and Broadcasting Industry