digital advertising - Publications - Faculty & Research

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

November 2017
Teaching Note

Tencent

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 718-426. 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... 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 Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; 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; Market Entry and Exit; Digital Platforms; Industry Growth; Monopoly; Media; Distribution Channels; 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; Information Technology; Internet and the Web; Mobile and Wireless Technology; Applications and Software; Information Infrastructure; Value Creation; Emerging Markets; Product Development; Segmentation; Business Units; Communication; Profit; 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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11 Dec 2023
Research & Ideas

Doing Well by Doing Good? One Industry’s Struggle to Balance Values and Profits

transforming how work is done and how people are paid for it. This heightened tension between moral and material goals may be nowhere as intense as it is in journalism, a field with strong ethical convictions at its core, but whose business model has been decimated by... View Details

Keywords: by Scott Van Voorhis

08 Aug 2022
HBS Case

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

What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details

Keywords: by Shalene Gupta; Media & Broadcasting; Music

Profile

Pam Chan

Her role: advertising sales for Southeast Asia. "All companies say they want to be transformed digitally," Pam observes, "but most are struggling. It makes sense to start with digital View Details

Keywords: CPG; Tech

17 Jan 2024
HBS Case

Psychological Pricing Tactics to Fight the Inflation Blues

pricing is everywhere—because it still works Charm pricing is one of the most familiar pricing techniques out there: setting prices ending in 99, whether it’s a supermarket advertising fruit at $2.99 a pound or a streaming service... View Details

Keywords: by Jay Fitzgerald; Consumer Products; Retail

17 Dec 2013
First Look

First Look: December 17

self-reinforcing during the sample period, which, in turn, has implications for the consequences of IFRS adoption. Publisher's link: http://ssrn.com/abstract=1590245 August 2013 Journal of Advertising Research Optimizing the Amount of... View Details

Keywords: Carmen Nobel

29 Nov 2010
HBS Case

United Breaks Guitars

quick hop to the mainstream media; by the end of July, the video had been viewed 4.6 million times, with external references expanding that audience by many more millions. Click to watch.“United Breaks Guitars,” created by Canadian musician Dave Carroll Taught in the... View Details

Keywords: by Julia Hanna

2021
Working Paper

The Value of Data and Its Impact on Competition

By: Marco Iansiti

Common regulatory perspective on the relationship between data, value, and competition in online platforms has increasingly centered on the volume of data accumulated by incumbent firms. This view posits the existence of "data network effects," where more data leads to... View Details

Keywords: Online Platforms; Data Network Effects; Analytics and Data Science; Value; Competition; Digital Platforms

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July 2023
Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson

In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details

Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States

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The Forgotten Real Estate Boom - Bubbles, Panics & Crashes – Historical Collections – Harvard Business School

findings may challenge conventional wisdom about the factors that caused and prolonged the Great Depression. In the 1920s, Florida was the site of a real estate bubble fueled by easy credit and advertisers promoting a lifestyle of... View Details

September 2023
Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger

Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details

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08 Jul 2019
Research & Ideas

Are Paywalls Saving Newspapers?

paywall sales strategy, you have to make sure you have the reputation and the uniqueness of content to do it ” “We look at the whole picture—both the digital and print channels, and the two revenue sources of the firms, View Details

Keywords: by Kristen Senz; Journalism & News; Media & Broadcasting

2015
Book

Strong Brands, Strong Relationships

By: Susan Fournier, Michael Breazeale and Jill Avery

From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details

Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Advertising Industry; Advertising Industry

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14 May 2013
First Look

First Look: May 14

of the next blockbuster, why superstars are paid unimaginable sums, and how digital technologies are transforming the entertainment landscape. Full of inside stories about some of the world's most successful entertainment brands,... View Details

Keywords: Sean Silverthorne

24 Apr 2018
First Look

First Look at New Research and Ideas, April 24, 2018

address some of them. How will the hospital grow in the future? Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/318054 Harvard Business School Case 518-077 Customer Lifetime Social Value (CLSV) One of the hallmarks of the View Details

Keywords: Sean Silverthorne

01 Dec 2023
News

Thinking Ahead

business of delivering health care than making a diagnosis and prescribing medication,” she says. Today, as cofounder and CEO of Systole, a healthtech startup, Lee is developing a personalized, physician-driven digital exercise program... View Details

Keywords: Julia Hanna; Illustrations by Chris Gash; News, Library, Internet, and Other Services; Information

Web

The Art of American Advertising: 1865 - 1910

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 National Markets Advertising... View Details

30 Aug 2011
First Look

First Look: August 30

known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more... View Details

Keywords: Sean Silverthorne

October 2007 (Revised December 2007)
Case

TiVo 2007: DVRs and Beyond

By: David B. Yoffie and Michael Slind

Tom Rogers, CEO of TiVo, had placed multiple strategic bets on his company. In September 2007, that strategy was due for a major test. TiVo was a maker of digital video recorder (DVR) products and a distributor of DVR technology. Rogers believed that macro-trends in... View Details