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    • All HBS Web  (1,856)
      • Faculty Publications  (316)

      Digital Media RightsRemove Digital Media Rights →

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      • November 9, 1998
      • Article

      Digital Media: Cutting through the Hype

      By: J. A. Deighton and Patrick Barwise
      Keywords: Media
      Citation
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      Deighton, J. A., and Patrick Barwise. "Digital Media: Cutting through the Hype." Mastering Marketing Financial Times (November 9, 1998), 2–4.
      • March 1998 (Revised August 1998)
      • Case

      BSkyB

      By: Debora L. Spar
      In 1983, Rupert Murdoch's News Corp. bought a floundering two-year-old British company called Satellite Television plc. and renamed it Sky. Without external financing, without having been allocated any space on Britain's existing satellites, and over the opposition of... View Details
      Keywords: Information Technology; Change Management; Television Entertainment; Media and Broadcasting Industry; Great Britain
      Citation
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      Spar, Debora L., and Paula Zakaria. "BSkyB." Harvard Business School Case 798-077, March 1998. (Revised August 1998.)
      • December 1996 (Revised July 2002)
      • Background Note

      Note on Marketing and the Internet

      By: John A. Deighton, Alison Berkley and John Barabino
      The World Wide Web is new, a comprehensive marketing environment. It is a medium for direct marketing, for retailing and distribution, for the delivery of service and product elements, for marketing research, and even for posting and testing prices. This note explores... View Details
      Keywords: Marketing; Internet and the Web; Digital Marketing
      Citation
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      Deighton, John A., Alison Berkley, and John Barabino. "Note on Marketing and the Internet." Harvard Business School Background Note 597-037, December 1996. (Revised July 2002.)
      • Forthcoming
      • Article

      Black Empowerment and White Mobilization: The Effects of the Voting Rights Act

      By: Andrea Bernini, Giovanni Facchini, Marco Tabellini and Cecilia Testa
      How did southern whites respond to the 1965 Voting Rights Act (VRA)? Leveraging newly digitized data on county-level voter registration by race between 1956 and 1980, and exploiting pre-determined variation in exposure to the federal intervention, we document that... View Details
      Keywords: Government Legislation; Race; Behavior; Voting; Prejudice and Bias
      Citation
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      Bernini, Andrea, Giovanni Facchini, Marco Tabellini, and Cecilia Testa. "Black Empowerment and White Mobilization: The Effects of the Voting Rights Act." Journal of Political Economy (forthcoming). (Also available on Vox EU and VoxDev. Featured on HBS Working Knowledge.)
      • Research Summary

      Branding in Digital and Social Media

      By: Jill J. Avery
      This very contemporary line of research explores the rapidly changing digital world, and investigates how emerging technologies are creating a new consumer culture in which consumers expect to be partners in the co-creation of brands.  The work explores the branding... View Details
      • Research Summary

      Current Research

      By: Leslie K. John

      Professor John is a behavioral scientist who uses both laboratory and field experiments to investigate questions that are at the intersection of marketing, organizational behavior, and public policy.

      Professor John’s work has been published in leading... View Details

      • Teaching Interest

      Designing and Executing Corporate Revitalization

      By: Ranjay Gulati
      Given today's turbulent environment, business leaders are seeking a new path to success for their companies. But while many firms talk about transforming themselves around current trends such as digitization and remote work, most struggle when it comes to... View Details
      • Teaching Interest

      Digital Marketing Strategy

      By: John A. Deighton

      When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

      • Teaching Interest

      Driving Digital Strategy (DIGS)

      By: Sunil Gupta
      Digital technologies have changed the way consumers search for information, communicate with each other, and buy products. Rapid changes in technology and consumer behavior have had a profound impact on business models and marketing practices. This program equips... View Details
      • 2015
      • Other Teaching and Training Material

      Marketing Reading: Digital Marketing

      By: Sunil Gupta and Joseph Davin
      Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
      Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
      Citation
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      Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
      • Research Summary

      Moving Beyond Direct-to-Consumer

      By: Leonard A. Schlesinger

      Changing consumer behaviors have redefined what it means to be direct to consumer ("DTC"). What once began online a decade ago as a distribution and disintermediation strategy has since evolved into a multifaceted approach for the modern-day brand.

      The... View Details

      • Teaching Interest

      Overview

      By: John A. Deighton
      I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details
      Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry
      • Research Summary

      Overview

      By: Nancy F. Koehn
      My research focuses on crisis leadership and how leaders and their teams rise to the challenges of high-stakes situations. Using the lens of history, my work examines how individual leaders from business, government and other walks accomplish important—often seemingly... View Details
      Keywords: Courageous Leadership In Turbulent Times; Emotional Experience Of Leaders; History Of Leadership; Leadership; Entrepreneurship; History; Media And Broadcasting Industry; Health Industry; Beauty And Cosmetics Industry; Fashion Industry; Advertising Industry; United States; Europe
      • Research Summary

      Overview

      By: Jeffrey F. Rayport
      Rayport focuses his teaching and research on launching and scaling technology ventures, with emphasis on digital media, e-commerce, and multi-channel retail. View Details
      Keywords: Entrepreneurial Management; Digital Marketing; Digital Innovation; Digital Media; E-commerce; E-Commerce Strategy; "Marketing Analytics"; Advertising Technology; Technology Entrepreneurship; Entrepreneurship; Technological Innovation; Marketing Strategy; Service Operations; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; United States; European Union; China
      • Research Summary

      Ruling the Waves: Business and Politics along the Technological Frontier

      By: Debora L. Spar
      There are certain periods of time when technological innovation pushes at the frontiers of government and law; when technology undermines state authority and opens massive loopholes for entreneneurs to exploit. During these critical junctures, rules disappear and... View Details
      • Teaching Interest

      The Business of Entertainment, Media, and Sports (MBA)

      By: Anita Elberse
      This second-year MBA course is primarily designed for students pursuing a career in the entertainment, media and sports sectors -- including film, television, music, publishing, video games, the performing arts, sports, fashion, and advertising -- or who plan to work... View Details
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