Publications
Publications
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(1,559)
- Faculty Publications (362)
- September 2011 (Revised August 2013)
- Case
The Pepsi Refresh Project: A Thirst for Change
By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... 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
- July 2011 (Revised January 2012)
- Teaching Note
Demand Media (TN)
By: John Deighton and Leora Kornfeld
Teaching Note for 512021. View Details
- July – August 2011
- Article
Evolve (Again)
Frenzy over social networks and interactive media can produce equally overhyped predictions that everything will change, not to mention money-losing investments in silly ventures. Separating enduring strategic lessons from the hype can help avoid a new crash. Hint: the... 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
- Background Note
It's a Social World
By: Stephen P. Bradley and Nancy Bartlett
Social media had fashioned the lives of individuals and communities by 2010, providing an opportunity and a challenge for companies of all sizes. This note provides background on various social media (e.g. social networks, forums, games and communication services) and... View Details
- May 2011 (Revised January 2013)
- Case
Nike Football: World Cup 2010 South Africa
By: Elie Ofek and Ryan Johnson
Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1... View Details
- 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
- March 2011 (Revised August 2014)
- Background Note
Social Media in Health Care
By: Regina E. Herzlinger, Selin Gunal Tyler and Charles C. Huang
This note reviews the social media firms in health care that help providers and consumers to interact and their nascent business models. View Details
- February 2011 (Revised November 2013)
- Case
The Cheezburger Network
By: John Deighton and Leora Kornfeld
Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the... 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
The Ford Fiesta
By: John Deighton and Leora Kornfeld
Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details
- September 2010 (Revised April 2017)
- Case
Aspen Skiing Company (A)
By: Michael W. Toffel and Stephanie van Sice
Having begun improving the environmental performance of its own operations, Aspen Skiing Company is considering "greening" its supply chain and lobbying for greenhouse gas regulations. A world renowned ski resort vulnerable to global climate change, Aspen's activities... View Details
- August 2010 (Revised January 2020)
- Case
Rupert Murdoch: The Last Tycoon
By: Geoffrey Jones and Hari Balkrishna
The case examines the entrepreneurial career of Rupert Murdoch and the growth of News Corporation from a small Australian newspaper to a global media giant. It shows how he expanded geographically to Europe, the United States, and Asia and from newspapers to the film... View Details
- March 2010 (Revised October 2010)
- Case
The Huffington Post
By: Thomas R. Eisenmann, Toby E. Stuart and David Kiron
In Feb. 2010, management of the Huffington Post, a fast-growing but not-yet-profitable Internet newspaper that aggregates blog posts from unpaid contributors and excerpts of stories originally published by other news sites, faces a number of decisions about its growth... View Details
- March 2010 (Revised October 2011)
- Background Note
Social Media
By: Sunil Gupta, Kristen Amalie Bozzone Armstrong and Zachary Scott Clayton
This note describes the rapidly changing environment of social media and how managers can leverage it. View Details
- January 2010 (Revised August 2011)
- Case
United Breaks Guitars
By: John A. Deighton and Leora Kornfeld
When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a... View Details
- 2010
- Chapter
The Paranoid Style in the Study of American Politics
By: David Moss and Mary Oey
What drives policy making in a democracy? The conventional view is that political actors, like economic actors, pursue their self interest, and that special interest groups dominate the policy making process by satisfying policy makers' need for money and other forms... View Details
Keywords: Policy; Government Legislation; Media; Interests; Power and Influence; Public Opinion; United States