Publications
Publications
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- All HBS Web
(2,068)
- Faculty Publications (422)
- December 2011 (Revised April 2013)
- Case
Akamai's Edge (A)
In 2009, Paul Sagan, CEO of Akamai, the leading online content delivery network with a 60% market share, needs to decide how to respond to aggressive entry in its market, whether and how to pursue the explosive growth in online video, and whether to stay with its... View Details
- December 2011 (Revised April 2013)
- Supplement
Akamai's Edge (B)
In 2009, Paul Sagan, CEO of Akamai, the leading online content delivery network with a 60% market share, needs to decide how to respond to aggressive market entry, whether and how to pursue the explosive growth in online video, and whether to stay with Akamai's... View Details
- November 2011 (Revised May 2012)
- Case
SecondMarket—Providing Liquidity for Shareholders of Privately Held iContact
By: William A. Sahlman, Ramana Nanda and James McQuade
In 2011, SecondMarket was an online platform that facilitated secondary transactions of illiquid assets, including private company stock. This case explores reasons for the decline in small-cap IPOs in the United States from the 1990s to the 2000s and how the emergence... View Details
Keywords: Business and Shareholder Relations
- October 2011
- Supplement
Online Marketing at Big Skinny — slide supplement
By: Benjamin Edelman and Scott Duke Kominers
Slide Supplement for 911-034 View Details
Keywords: Consumer Products Industry
- September 2011 (Revised March 2014)
- Case
Brightcove, Inc. in 2007
By: Andrei Hagiu and David B. Yoffie
Brightcove, a technology and services provider to content owners in the Internet television field, aimed to become a media distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing... View Details
- September 2011
- Module Note
Orientation to Leadership Intelligence Days, 2011
By: Joshua D. Margolis and Anthony J. Mayo
Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
- September 2011
- Article
The Labor Illusion: How Operational Transparency Increases Perceived Value
By: Ryan W. Buell and Michael I. Norton
A ubiquitous feature of even the fastest self-service technology transactions is the wait. Conventional wisdom and operations theory suggests that the longer people wait, the less satisfied they become; we demonstrate that due to what we term the labor illusion, when... View Details
- June 2011 (Revised June 2012)
- Case
Sephora Direct: Investing in Social Media, Video, and Mobile
By: Elie Ofek and Alison Berkley Wagonfeld
Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
- June 2011
- Teaching Note
PatientsLikeMe: An Online Community of Patients (TN)
By: Sunil Gupta and Jason Riis
Teaching Note for 511093. View Details
- June 2011 (Revised March 2013)
- Case
Wal-Mart Update, 2011
By: David B. Yoffie and Renee Kim
In 2011, Wal-Mart was the world's largest company with $420 billion in sales and operations in 14 countries. Yet it found itself searching for the right growth strategy moving forward. U.S. same-store sales had declined for eight consecutive quarters and Wal-Mart was... View Details
- Jun 2011
- Conference Presentation
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Anita Elberse
- May 2011
- Conference Presentation
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Anita Elberse
- May 2011 - 2011
- Conference Presentation
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Anita Elberse
- May–June 2011
- Article
The Uninvited Brand
By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
- April 2011
- Case
Designs by Kate: The Power of Direct Sales
By: John A. Deighton and Sarah Abbott
The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the... View Details
- March 2011 (Revised December 2012)
- Case
Demand Media
By: John Deighton and Leora Kornfeld
Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details
- February 2011 (Revised November 2012)
- Case
PatientsLikeMe: An Online Community of Patients
By: Sunil Gupta and Jason Riis
PatientsLikeMe (PLM) is an online community where patients share their personal experiences with a disease, find other patients like them, and learn from each other. The company was founded by Jamie and Ben Heywood when their 29-year-old brother was diagnosed with ALS... View Details
- February 2011 (Revised December 2012)
- Case
Coca-Cola on Facebook
By: John Deighton and Leora Kornfeld
In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details
- February 2011 (Revised December 2012)
- Case
Porsche: The Cayenne Launch
By: John Deighton, Jill Avery and Jeffrey Fear
Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV... View Details
- February 2011 (Revised June 2014)
- Teaching Note
Online Marketing at Big Skinny
By: Benjamin Edelman and Scott Kominers
Teaching Note for 911033. View Details