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  • 06 Mar 2007
  • First Look

First Look: March 6, 2007

Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives, message... View Details
Keywords: Martha Lagace
  • 24 Feb 2014
  • Research & Ideas

Uncovering Racial Discrimination in the ‘Sharing Economy’

apartment, a car, a boat—now has an easy way to advertise and share it. And anyone with the time and skills—driving, running errands—can find customers who need these services. But new research shows how online marketplaces can work in... View Details
Keywords: by Carmen Nobel; Advertising; Advertising; Advertising
  • 29 May 2007
  • First Look

First Look: May 29, 2007

legend in the newspaper community. The case describes the evolution of Schibsted's strategy from print media towards electronic media starting in 1995, including their choices around the internal structuring... View Details
Keywords: Martha Lagace
  • 13 Jan 2015
  • First Look

First Look: January 13

brands. He describes four different ad types and explains how each can influence multitasking consumers. To create an effective media mix, he recommends that companies take advantage of lean advertising... View Details
Keywords: Sean Silverthorne
  • Teaching Interest

Overview

By: Nancy F. Koehn
My teaching and research focus on crisis leadership and how men and women use crises to make themselves better leaders. I currently teach a module in the Advanced Management Program and an HBS Online LIVE course on Courageous Leadership. The purpose of each course is... View Details
Keywords: History Of Leadership; Effective Leadership In Turbulent Times; Crisis Management; Change Management; Entrepreneurship; History; Media and Broadcasting Industry; Media and Broadcasting Industry; United States; Europe
  • 02 Sep 2016
  • Op-Ed

The Twitter Election

trouble but project an authenticity welcomed by many voters. He is keeping his marketing powder dry until after Labor Day, gambling that Clinton's August advertising blitz will not yet have sealed his fate.Trump is clearly more... View Details
Keywords: by John Quelch and Thales Teixeira
  • Research Summary

Overview

By: John A. Deighton
Professor Deighton conducts research at the intersection of information technology and marketing. He is interested in the complementary uses of human and artificial intelligence and creativity in areas such as advertising, content creation, and online retailing. He... View Details
Keywords: Marketing; Media; Information Technology; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; North and Central America; Asia; Europe
  • 20 Nov 2012
  • First Look

First Look: November 20

advertising agency services and the slow pace of change over several decades. We model an agency's decision as a tradeoff between the fixed cost to the advertiser of establishing a relationship with an... View Details
Keywords: Sean Silverthorne
  • 07 Jun 2011
  • First Look

First Look: June 7

Course MaterialsDemand Media John Deighton and Leora KornfeldHarvard Business School Case 511-043 Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social View Details
Keywords: Sean Silverthorne
  • 26 Jun 2007
  • First Look

First Look: June 26, 2007

in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among... View Details
Keywords: Martha Lagace
  • March 2025 (Revised April 2025)
  • Case

Dominion Voting Systems v. Fox News

By: Vincent Pons, Jesse M. Shapiro, Bharat Anand and Susan Pinckney
The case examines the Dominion Voting Systems and Fox News defamation settlement based upon statements made on air in the aftermath of the 2020 presidential election. View Details
Keywords: (General) Management; Business Earnings; Financial Statements; Change Management; Disruption; Volatility; Transition; Crime and Corruption; Cost vs Benefits; Decision Making; Decision Choices and Conditions; Decisions; Demographics; Ethics; Values and Beliefs; Corporate Finance; Cost; Governance; Governance Compliance; Governance Controls; Policy; Political Elections; Business History; Information; Law; Legal Liability; Laws and Statutes; Management; Marketing; Advertising; Media; Performance; Problems and Challenges; Society; Public Opinion; Social Issues; Media and Broadcasting Industry; United States
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  • 14 Feb 2005
  • Research & Ideas

Desktop Search and Revenue Streams

panelists where search competitors could gain the most distinct advantage. "I think for us at Yahoo right now, we see an opportunity in helping users manage their personal information," said Bradley Horowitz, director of Yahoo's View Details
Keywords: by Julie Jette
  • 10 Jul 2000
  • Research & Ideas

Cable TV: From Community Antennas to Wired Cities

many diversified media companies viewed entry into cable as a hedge: they believed that their newspaper readership and broadcasting audiences might decline over time due to competition with cable, and wanted to reduce their dependence on... View Details
Keywords: by Thomas R. Eisenmann; Media & Broadcasting; Media & Broadcasting; Media & Broadcasting
  • 03 Nov 2003
  • Research & Ideas

Making Money Making Movies

investigates the drivers of success and failure of media and entertainment products such as motion pictures and video games. Her paper, "Demand and Supply Dynamics for Sequentially Released Products in International Markets: The Case... View Details
Keywords: by Manda Salls; Entertainment & Recreation; Motion Pictures & Video
  • 29 Oct 2000
  • Research & Ideas

Building a Powerful Prestige Brand

generally worked with the advertising managers. In its early years, the cosmetics company could not afford a large, mass media campaign. Instead, Estée and department store managers sent mailings to targeted... View Details
Keywords: by Nancy F. Koehn; Beauty & Cosmetics; Consumer Products; Retail
  • 16 Jul 2014
  • HBS Case

Marketing Obamacare

family-oriented. Strategy: Advertise in Spanish-language media to inform people how to sign up. Stoic Skeptics (20%): Older, often single people who doubted the success of healthcare reform. Strategy:... View Details
Keywords: by Michael Blanding; Health
  • May 2020 (Revised December 2022)
  • Case

Soofa: Displaying the Right Path?

By: Jeffrey J. Bussgang, Amy Klopfenstein and Amram Migdal
In November 2019, Sandra Richter, co-founder and CEO of Soofa, a network of advertising-supported digital bulletin boards, must decide between two different fundraising and expansion plans for her company. One plan entails raising $15 million in a Series A round and... View Details
Keywords: Business Ventures; Business Model; Business Plan; Business Startups; Entrepreneurship; Decision Making; Decisions; Ethics; Geography; Geopolitical Units; Finance; Investment; Markets; Market Entry and Exit; Demand and Consumers; Network Effects; Media; Society; Urban Development; Sustainable Cities; Information Technology; Information Infrastructure; Digital Platforms; Strategy; Business Strategy; Expansion; Relationships; Partners and Partnerships; Capital; Venture Capital; Advertising Industry; Advertising Industry; Advertising Industry; North and Central America; United States; Massachusetts; Cambridge
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  • 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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  • 12 Jun 2018
  • First Look

New Research and Ideas, June 12, 2018

document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location—precisely following initiation of the suit. In particular, we use legal actions... View Details
Keywords: Dina Gerdeman
  • May 2024
  • Teaching Note

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Influence; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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