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  • June 2011 (Revised May 2012)
  • Case

Procter & Gamble: Marketing Capabilities

By: Rebecca M. Henderson and Ryan Johnson
P&G had become 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 recent experiments... View Details
Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry
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Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
  • April 2012 (Revised May 2012)
  • Case

EILEEN FISHER: Repositioning the Brand

By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to... View Details
Keywords: Marketing; Brand Management; Brand Positioning; Market Segmentation And Target Market Selection; Retailing; Fashion; Corporate Social Responsibility; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Fashion Industry
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Keinan, Anat, Jill Avery, Fiona Wilson, and Michael Norton. "EILEEN FISHER: Repositioning the Brand." Harvard Business School Case 512-085, April 2012. (Revised May 2012.)
  • 27 Nov 2017
  • Research & Ideas

Beware the Lasting Impression of a 'Temporary' Selfie

that they will disappear quickly from the public eye after having been seen by the intended recipients or after a short period of time. Disappearing selfies are seemingly the ideal solution for people who enjoy life on social media but... View Details
Keywords: by Rachel Layne
  • 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
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Moon, Youngme, and Kerry Herman. "Team Liquid: Fueling the Business of Fandom." Harvard Business School Case 324-041, November 2023.
  • 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
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Piskorski, Mikolaj Jan, and Aaron Smith. "Going Social: Durex in China." Harvard Business School Case 714-430, June 2014.
  • January 2013 (Revised October 2014)
  • Case

Barclays and the LIBOR Scandal

By: Clayton S. Rose and Aldo Sesia
In June of 2012, Barclays plc admitted that it had manipulated LIBOR—a benchmark interest rate that was fundamental to the operation of international financial markets and that was the basis for trillions of dollars of financial transactions. Between 2005 and 2009... View Details
Keywords: Financial Systems; Financial Services; Corruption; Regulation; General Management; Management; Leadership; Economic Systems; Crime and Corruption; Ethics; Culture; Banking Industry; Financial Services Industry; United Kingdom
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Rose, Clayton S., and Aldo Sesia. "Barclays and the LIBOR Scandal." Harvard Business School Case 313-075, January 2013. (Revised October 2014.)
  • December 2022 (Revised June 2023)
  • Case

Hacking the U.S. Election: Russia's Misinformation Campaign

By: Shikhar Ghosh
The case discusses the relatively low technology approach used by Russia to influence the U.S. Presidential Election in 2016. Although political parties manipulating the media was not a new phenomenon, the Russians ran a broad, well-financed, and sophisticated social... View Details
Keywords: Political Elections; International Relations; Social Media; Power and Influence; Information; Russia; United States
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Ghosh, Shikhar. "Hacking the U.S. Election: Russia's Misinformation Campaign." Harvard Business School Case 823-043, December 2022. (Revised June 2023.)
  • Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
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Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
  • 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
Keywords: History; Leadership; Marketing Strategy; Marketing; Emerging Markets; Investment Return; Investment Funds; Budgets and Budgeting
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Ofek, Elie, and Alison Berkley Wagonfeld. "Sephora Direct: Investing in Social Media, Video, and Mobile." Harvard Business School Case 511-137, June 2011. (Revised June 2012.)
  • September 1998 (Revised April 2002)
  • Case

ECM Group: Improving Global Marketing Productivity

Associated Foods is considering a proposed program barter deal submitted by media consultancy ECM, along with other proposals to improve marketing expenditure productivity. This case allows calculation of the quantitative as well as the qualitative issues. View Details
Keywords: Marketing Strategy; Media; Marketing Channels; Globalization; Food and Beverage Industry
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Arnold, David J. "ECM Group: Improving Global Marketing Productivity." Harvard Business School Case 599-055, September 1998. (Revised April 2002.)
  • February 2017
  • Case

Clear Channel (A): The Rise, 1972–2003

By: John R. Wells and Gabriel Ellsworth
At the end of 2003, Clear Channel Communications, Inc., a diversified media group with revenues of $8.9 billion, could claim leadership positions in all three of its main businesses. Clear Channel Broadcasting was the largest radio-station operator in the world, with... View Details
Keywords: Clear Channel; Clear Channel Outdoor; Radio; Outdoor Advertising; Concert Industry; Lowry Mays; Federal Communications Commission; Regulation; Regulations; Regulatory Environment; JCDecaux; Media; Growth Management; Consolidation; Competitive Strategy; Fair Value Accounting; Advertising; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; For-Profit Firms; Entertainment; Music Entertainment; Television Entertainment; Public Equity; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Government Legislation; Business History; Laws and Statutes; Business or Company Management; Growth and Development Strategy; Marketing Channels; Industry Structures; Public Ownership; Problems and Challenges; Sales; Opportunities; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Corporate Strategy; Diversification; Expansion; Wireless Technology; Valuation; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; United States; Texas
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Wells, John R., and Gabriel Ellsworth. "Clear Channel (A): The Rise, 1972–2003." Harvard Business School Case 717-476, February 2017.
  • 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
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Deighton, John A. "Dove: Evolution of a Brand." Harvard Business School Case 508-047, October 2007. (Revised March 2008.) (request a courtesy copy.)
  • March 2021
  • Case

Sky Deutschland - Bidding for Sports Rights (A)

By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details
Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Media and Broadcasting Industry; Media and Broadcasting Industry; Germany
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Oberholzer-Gee, Felix, Sascha L. Schmidt, Renate Imoberdorf, and Sebastian Koppers. "Sky Deutschland - Bidding for Sports Rights (A)." Harvard Business School Case 721-440, March 2021.
  • March 2021
  • Supplement

Sky Deutschland - Bidding for Sports Rights (B)

By: Felix Oberholzer-Gee, Sascha L. Schmidt and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details
Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Media and Broadcasting Industry; Media and Broadcasting Industry; Germany
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Oberholzer-Gee, Felix, Sascha L. Schmidt, and Sebastian Koppers. "Sky Deutschland - Bidding for Sports Rights (B)." Harvard Business School Supplement 721-441, March 2021.
  • July 2007 (Revised March 2008)
  • Case

ABRY Fund V

By: Nabil N. El-Hage, Richard S. Ruback and Leslie Pierson
In January 2006, Andrew Banks and Royce Yudkoff were considering raising a 5th fund for their media-focused private equity firm, ABRY Partners. ABRY had a strong track record that the co-founders attributed to their group's deep knowledge of the media industry and... View Details
Keywords: Cooperative Ownership; Venture Capital; Customer Relationship Management; Asset Management; Private Equity; Judgments; Competitive Strategy; Media; Corporate Finance; Media and Broadcasting Industry; Media and Broadcasting Industry
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El-Hage, Nabil N., Richard S. Ruback, and Leslie Pierson. "ABRY Fund V." Harvard Business School Case 208-027, July 2007. (Revised March 2008.)
  • January 2014 (Revised January 2015)
  • Case

Reinventing Adobe

By: Sunil Gupta and Lauren Barley
By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative... View Details
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Gupta, Sunil, and Lauren Barley. "Reinventing Adobe." Harvard Business School Case 514-066, January 2014. (Revised January 2015.)
  • 18 May 2015
  • Research & Ideas

Advertisers Get Serious About Playing With Their Brands

design, hit it out of the ballpark. The roast beef chain tweeted Williams a message during the live broadcast:   By the next morning, the tweet garnered 75,000 retweets, more than 40,000 favorites, and high-profile media coverage.... View Details
Keywords: by Dina Gerdeman; Advertising
  • November 2022
  • Background Note

The Future of E-Commerce: Lessons from the Livestream Wars in China

By: Ayelet Israeli, Jeremy Yang and Billy Chan
This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of... View Details
Keywords: Retail; Retailing; E-commerce; E-Commerce Strategy; Ecommerce; Channels Of Distribution; Marketing Communication; Livestream Commerce; Marketing; Marketing Channels; Marketing Strategy; Advertising; Brands and Branding; Media; Consumer Behavior; Social Media; Retail Industry; Consumer Products Industry; Advertising Industry; China; United States; United Kingdom
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Israeli, Ayelet, Jeremy Yang, and Billy Chan. "The Future of E-Commerce: Lessons from the Livestream Wars in China." Harvard Business School Background Note 523-055, November 2022.
  • 20 Oct 2014
  • Research & Ideas

Users Love Ello, But What’s the Business Model?

that social media users are increasingly attracted to the idea of such a model. But funding it without advertising's help won't be easy. Two digital marketing experts, Harvard Business School professors John Deighton, the Harold M.... View Details
Keywords: Re: John A. Deighton & Sunil Gupta; Publishing; Financial Services
  • April 1990 (Revised April 1992)
  • Supplement

Ad Council's AIDS Campaign (B): Program Adoption

By: V. Kasturi Rangan and Janet Montgomery
The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. View Details
Keywords: Health Disorders; Advertising Campaigns; Advertising Industry
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Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (B): Program Adoption." Harvard Business School Supplement 590-106, April 1990. (Revised April 1992.)
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