Publications

18 Mar 2019
News

Stuck in Commuter Hell? You Can Still Be Productive

January 2014 (Revised June 2014)
Supplement

Dumb Ways To Die: Advertising Train Safety (B)

By: John Quelch

The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details

Keywords: Marketing Channels; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Public Sector; Marketing Communications; Marketing Strategy; Digital Marketing; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Oceania; Europe

15 Nov 2016
News

History (Sometimes) Repeats Itself: Donald Trump Is A New Kind Of President

June 2014
Case

Going Social: Durex in China

By: Mikolaj Jan Piskorski and Aaron Smith

When Reckitt Benckiser (RB), a leading consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese... View Details

Keywords: Distribution; Multinational Firms and Management; Internet and the Web; Marketing Communications; Brands and Branding; Consumer Products Industry; China

November 2018
Case

Sportradar (A): From Data to Storytelling

By: Ramon Casadesus-Masanell, Karen Elterman and Oliver Gassmann

In 2013, the Swiss sports data company Sportradar debated whether to expand from its core business of data provision to bookmakers into sports media products. Sports data was becoming a commodity, and in the future, sports leagues might reduce their dependence on... View Details

15 Jul 2021
News

On Twitter, Bad News Spreads Faster Than Good

12 Nov 2019
News

Disney Streaming Outages Mar Its First Day as Netflix Rival

May 2022
Supplement

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States

January 2014 (Revised June 2014)
Supplement

Dumb Ways To Die: Advertising Train Safety (C)

By: John Quelch

The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details

Keywords: Marketing; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Transportation Industry; Oceania; Europe

December 2019 (Revised September 2020)
Case

Facebook Faces the Regulators

By: Debora L. Spar

In the fall of 2019, Facebook and its CEO Mark Zuckerberg are facing increased scrutiny on multiple fronts. Regulators from around the globe are threatening the company with punitive measures. Users are organizing against it. But there is little consensus around what,... View Details

Keywords: Facebook; Regulation; Media; Internet and the Web; Governance; Governing Rules, Regulations, and Reforms; Business and Government Relations; Social Media; Europe

March 2023
Article

Authentic First Impressions Relate to Interpersonal, Social, and Entrepreneurial Success

By: David M. Markowitz, Maryam Kouchaki, Francesca Gino, Jeffrey T. Hancock and Ryan L. Boyd

This paper examines how verbal authenticity influences person perception. Our work combines human judgments and natural language processing to suggest verbal authenticity is a positive predictor of interpersonal interest (Study 1: 294 dyadic conversations), engagement... View Details

Keywords: Authenticity; Impression Formation; Natural Language Processing; First Impressions; Communication; Perception; Success

Find at Harvard

November 2023
Case

Team Liquid: Fueling the Business of Fandom

By: Youngme Moon and Kerry Herman

In 2023, the co-CEOs of Team Liquid, one of the world's most prominent Esports organizations, are deciding whether and how to evolve their business model to include (1) a greater focus on enterprise revenue; and (2) more direct-to-consumer activity. Team Liquid has one... View Details

Keywords: Business Model; Customer Focus and Relationships; Games, Gaming, and Gambling; Revenue; Organizational Culture; Business and Community Relations; Video Game Industry

28 Jul 2021
Video

Aroon Purie

Aroon Purie, Chairman and Editor-in-Chief of India Today, discusses the importance of producing valuable content that people are willing to pay for when moving to digital magazines rather than print and the role that social media plays in advertising. View Details

19 Apr 2021
News

How the Pandemic Revealed the Power of Live Video

October 2007 (Revised March 2008)
Case

Dove: Evolution of a Brand

By: John A. Deighton

Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the... View Details

Keywords: History; Expansion; Marketing Strategy; Social Marketing; Digital Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry

December 2019
Case

Gary Vaynerchuk: #GaryVee

By: Laura Huang and Sarah Mehta

Fresh out of a public social media debacle, Gary Vaynerchuk needs to reconsider the approach he takes in leading his digital media agency, VaynerMedia. Founded in 2009 by Gary and his brother AJ, VaynerMedia has grown into an unconventional creative marketing agency.... View Details

Keywords: Entrepreneurship; Leadership Style; Personal Characteristics; Business Growth and Maturation; Marketing; Social Media