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Frequently Asked Questions | HBS Online

Technical Requirements How do I access an HBS Online course? In our self-paced programs on the course platform , you will receive an email on the first day of your program with a link to log in. What are the technical requirements and View Details

November 2017
Teaching Note

Amazon.com, 2016

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 716-402. On January 28, 2016, Amazon announced record 2015 operating profits of $2.2 billion on $107 billion of sales, and the markets responded with cautious optimism. For years, founder and CEO Jeffrey Bezos had prioritized growth and... View Details

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September 2017
Case

Tencent

By: John R. Wells and Gabriel Ellsworth

Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking service provider with several of the... View Details

Keywords: Tencent; Tencent Holdings; WeChat; Social Networking; Social Networks; Gaming; Gaming Industry; Video Games; Computer Games; Mobile Gaming; Portals; Payments; Mobile Payments; O2O; Online-to-offline; E-commerce; Messaging; Subscription Model; Freemium; Mobile App Industry; Smartphone; PC; Monetization Strategy; Antitrust; Streaming; Cloud Computing; Artificial Intelligence; Big Data; Alibaba; Facebook; JD.com; Tesla; Bundling; Synergies; Digital Strategy; Imitation; Licensing; Agility; Entry Barriers; Online Platforms; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Units; Business Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; Profit; Revenue; Geographic Scope; Cross-Cultural and Cross-Border Issues; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Business History; Innovation Strategy; Technological Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Product Positioning; Social Marketing; Network Effects; Emerging Markets; Market Entry and Exit; Digital Platforms; Industry Growth; Monopoly; Media; Distribution Channels; Product Development; Service Delivery; Organizational Change and Adaptation; Organizational Structure; Public Ownership; Problems and Challenges; Business and Government Relations; Groups and Teams; Networks; Opportunities; Social and Collaborative Networks; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Cooperation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Vertical Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Information Infrastructure; Digital Platforms; Internet and the Web; Mobile and Wireless Technology; Value Creation; Communications Industry; Entertainment and Recreation Industry; Financial Services Industry; Information Industry; Information Technology Industry; Media and Broadcasting Industry; Motion Pictures and Video Industry; Music Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; Web Services Industry; Asia; China; Canton (province, China)

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27 Oct 2002
Research & Ideas

Want a Happy Customer? Coordinate Sales and Marketing

The sales force can no longer passively accept and execute plans from marketing. Account managers, product managers, and advertising managers need to work together to protect profits and enhance volume in the harsh world of customer... View Details

Keywords: by Benson Shapiro

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Harvard Business School

Minority Media and Telecommunications Council, among others. He authored articles on venture capital and media investing, and was inducted into the Minority Media and Telecommunications Council Hall of Fame in 2001. Willard “Woody” Brittain Jr. MBA 1972 Woody... View Details

05 Feb 2009
Research & Ideas

In Praise of Marketing

latent or explicit. It involves branding these products and services, communicating their benefits to intermediaries and end consumers, and distributing them. All of these activities involve value creation. In return, producers extract value through the View Details

Keywords: by John Quelch; Advertising

13 Jun 2014
Op-Ed

World Cup Soccer: 770 Billion Minutes of Attention

The business of football has a well-established global audience. In this playing field, aggregating the attention of fans and selling a portion to advertisers and sponsors is where the real riches lie. The ticket sales are a mere fraction... View Details

Keywords: by Thales Teixeira; Sports

17 Dec 2008
Lessons from the Classroom

‘Ted Levitt Changed My Life’

"Ted Levitt changed my life," wrote Barry Koh (HBS PMD 30, 1975). "In our very first class he opened my eyes to how people are motivated to make decisions. Before, I thought as an engineer—the best attributes and the best View Details

Keywords: by Julia Hanna; Education; Retail

31 Oct 2004
Research & Ideas

Bypass Marketing: Are Docs Influenced?

For example, under the "informative" , advertising tends to encourage price competition while "persuasive" advertising tends to inhibit View Details

Keywords: by Manda Salls

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

television commercial, for example, can be hundreds of thousands of dollars, while a viewer pays just several hundred dollars for a television set that lasts many years. On the other hand, a Web advertising banner might cost just a few... View Details

Keywords: by Peter K. Jacobs

09 Feb 2012
Sharpening Your Skills

Sharpening Your Skills: Online Marketing

concerned with not just reviews but all the factors that create trust with their users. Do People Watch Online Video Ads? Creating Online Ads We Want to Watch The mere fact that an online video advertisement reaches a viewer's computer... View Details

Keywords: Re: Multiple Faculty; Technology

14 Nov 2005
Research & Ideas

How Can Start Ups Grow?

published by the Academy of Management (August, 2005) as part of its Best Paper Proceedings. Her research on how young firms grow is based on data looking at new advertising agencies in New York and Chicago from 1977 to 1985. In this... View Details

Keywords: by Sarah Jane Gilbert; Advertising

24 Feb 2014
Research & Ideas

Uncovering Racial Discrimination in the ‘Sharing Economy’

the company's terms of service forbid content that "promotes discrimination, bigotry, racism, hatred, harassment, or harm against any individual or group." Hosts are responsible for setting their own prices for the properties they View Details

Keywords: by Carmen Nobel; Advertising; Advertising; Advertising

21 Apr 2003
Research & Ideas

Will American Brands Be a Casualty of War?

brands are on display on every street corner of the world. The very ubiquity that gives them their power makes them vulnerable. Q: What will the results of boycotts be on American premium pricing overseas? A: Some consumers will actively... View Details

Keywords: by Sean Silverthorne

16 Feb 2004
Research & Ideas

Marketing Wine to the World

industry. Buyer power appears to be higher in the Old World. Consumers are more sophisticated and somewhat more price sensitive in the Old World than in the New World. More sales occur through supermarkets and other off-premise locations... View Details

Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage

Fair Competition

unions, and specialty producers. Retail pharmacists extended these occupational exemptions and pressured drug manufacturers to maintain minimum prices throughout the Depression. The article fits into a... View Details

06 Dec 2021
News

What's the Word?

She·sesh·un (noun) Ly·ing flat (verb) Post·cook·ie (adj.) Bi·o·rev·o·loo·shun (noun) Dig·i·tul no·mad (noun) Di·ver·si·ty wa·shing (verb) Meem Stock (noun) When the price of supposedly “dull” stocks like BlackBerry and GameStop hit the... View Details

Keywords: Julia Hanna; illustrations by Martha Rich; Manufacturing; Finance; News, Library, Internet, and Other Services; Information

Frank A. Munsey

Frank Munsey revolutionized the publishing industry by bringing financial rigor to the business. Munsey was a pioneer in connecting advertising prices to circulation volume making large-scale magazine... View Details

Keywords: Publishing & Print Media

18 Oct 2018
Research & Ideas

How to Use Free Shipping as a Competitive Weapon

price remains a primary determinant of whether a consumer will buy a product, free shipping provides an added enhancement for online merchants to consider. Shoppers are only one-tenth as sensitive to increases in shipping fees as they are... View Details

Keywords: by Kristen Senz; Retail

01 Jun 2011
News

Students Start-Ups Tap New HBS Fund

Nine HBS student-led teams received grants in March averaging $5,000 to $7,000 to launch and test their start-up business ideas. A total of $50,000 was made available through the pilot Minimum Viable Product Fund program run by HBS’s... View Details

Keywords: awards

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