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  • March 2022 (Revised July 2022)
  • Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
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  • Program

Strategic Marketing for Driving Growth

changes in technology, regulations, and customer behavior Assess the economic impact and viability of social media and digital strategies Ensure marketing activities contribute to company success Align... View Details
  • February 2014 (Revised August 2014)
  • Case

The Michelin Restaurant Guide: Charting a New Course

By: Mukti Khaire, Elena Corsi and Jerome Lenhardt
Created in 1900 by the tire manufacturer Michelin, the Michelin Restaurant Guide was widely considered the international benchmark of food rating, and, by 2013, boasted paper editions in 23 countries, and had recently expanded to the United States and Asia. Paper sales... View Details
Keywords: Restaurant; Corporate Entrepreneurship; Business Model; Food; Brands and Branding; Media; Culture; Expansion; Corporate Strategy; Value Creation; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Europe; United States; Japan; China
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  • October 2001 (Revised April 2002)
  • Case

America Online, Inc.: Disclosure Strategy

By: Amy P. Hutton and David Lane
Since going public, AOL had disclosed on a quarterly basis supplemental metrics meant to give analysts and investors a way of tracking growth in its subscriber base and the value created through its marketing efforts. These metrics gave management's conversations with... View Details
Keywords: Business Model; Internet and the Web; Change Management; Internet and the Web; Corporate Disclosure; Media; Digital Marketing; Media and Broadcasting Industry; Media and Broadcasting Industry
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  • Web

Live from Klarman Hall - Alumni

Friday, November 8 Video Recording (login required) Right Kind of Wrong: The Science of Failing Well 8:00–9:00 a.m. EST Speaker: Amy Edmondson (PHDOB 1996) , Novartis Professor of Leadership and Management Video Recording (login required) Leading Transformation with a... View Details
  • Web

Answers to Your Top Questions about Financial Aid at HBS - MBA

Business & Environment Career Change Career and Professional Development Case Method Clubs Curriculum Digital Entrepreneurship FIELD Financial Aid Health Care Instagram Takeover JD/MBA Leadership Letters to Classmates MBA/MPP & MBA/MPA-ID... View Details
  • November 7, 2017
  • Article

Temporary Sharing Prompts Unrestrained Disclosures That Leave Lasting Negative Impressions

By: Reto Hofstetter, Roland Rüppell and Leslie John
With the advent of social media, the impressions people make on others are based increasingly on their digital disclosures. Yet digital disclosures can come back to haunt, making it challenging for people to manage the impressions they make. In field and online... View Details
Keywords: Disclosure; Privacy; Self-presentation; Impression Formation; Behavior; Perspective; Internet and the Web; Social Media
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  • January 2019 (Revised February 2024)
  • Teaching Note

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Ayelet Israeli
Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
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  • August 2009 (Revised August 2010)
  • Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld
How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details
Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web
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  • Web

Get In Touch | About

Environment Initiative 617.495.6886 bei@hbs.edu Business History Initiative 617.495.1003 bhi@hbs.edu Digital Data Design Institute at Harvard 617.496.8274 digitalinitiative@hbs.edu Entrepreneurship Rock Center for Entrepreneurship... View Details
  • March–April 2020
  • Article

Avoid the Pitfalls of A/B Testing

By: Iavor I. Bojinov, Guillaume Sait-Jacques and Martin Tingley
Online experiments measuring whether “A,” usually the current approach, is inferior to “B,” a proposed improvement, have become integral to the product-development cycle, especially at digital enterprises. But often firms make serious mistakes in conducting these... View Details
Keywords: A/B Testing; Experiment Design; Social Networks; Product Development; Performance Improvement; Measurement and Metrics; Social Media
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  • 05 Apr 2010
  • Research & Ideas

HBS Cases: iPads, Kindles, and the Close of a Chapter in Book Publishing

media products, there's the perception that all things digital should be less expensive, or free. So I think this most recent skirmish has resulted in a truce at most." "The odd thing is that no... View Details
Keywords: by Julia Hanna; Information; Publishing; Entertainment & Recreation
  • November 2017
  • Teaching Note

Tencent

By: John R. Wells and Gabriel Ellsworth
Teaching Note for HBS No. 718-426. Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking... View Details
Keywords: Tencent; Tencent Holdings; WeChat; Social Networking; Social Networks; Gaming; Gaming Industry; Video Games; Computer Games; Mobile Gaming; Portals; Payments; Mobile Payments; O2O; Online-to-offline; E-commerce; Messaging; Subscription Model; Freemium; Mobile App Industry; Smartphone; PC; Monetization Strategy; Antitrust; Streaming; Cloud Computing; Artificial Intelligence; Big Data; Alibaba; Facebook; JD.com; Tesla; Bundling; Synergies; Digital Strategy; Imitation; Licensing; Agility; Entry Barriers; Online Platforms; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; Revenue; Geographic Scope; Cross-Cultural and Cross-Border Issues; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Business History; Innovation Strategy; Technological Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Product Positioning; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Industry Growth; Monopoly; Media; Distribution Channels; Service Delivery; Organizational Change and Adaptation; Organizational Structure; Public Ownership; Problems and Challenges; Business and Government Relations; Groups and Teams; Networks; Opportunities; Social and Collaborative Networks; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Cooperation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Vertical Integration; Information Technology; Internet and the Web; Mobile and Wireless Technology; Applications and Software; Information Infrastructure; Value Creation; Emerging Markets; Product Development; Segmentation; Business Units; Communication; Profit; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Asia; China; Canton (province, China)
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  • January 2017 (Revised May 2020)
  • Case

Sesame Workshop (A): Bringing Big Bird Back to Health

By: Rosabeth Moss Kanter, Ryan Raffaelli and Jonathan Cohen
Sesame Workshop was transforming in 2016. CEO Jeff Dunn had reorganized and shifted the iconic institution to respond to digital disruption and a consensus culture. This case examines his efforts to turn Sesame Workshop around. It notes Sesame's storied history and the... View Details
Keywords: Restructuring; Organizational Change and Adaptation; Leadership; Information Technology; Education; Media; Strategy; Education Industry
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  • Web

MBA Voices

Business & Environment Career Change Career and Professional Development Case Method Clubs Curriculum Digital Entrepreneurship FIELD Financial Aid Health Care Instagram Takeover JD/MBA Leadership Letters to Classmates MBA/MPP & MBA/MPA-ID... View Details
  • Web

Hiring Organizations

Group Anduril Industries AngelList Anheuser-Busch InBev Anine Bing Anise Health Anomaly Capital Management Anthos Capital Antin Infrastructure Partners Apax Digital Apax Partners Apollo Global Management Inc. Apollo.io Apple Inc. Applied... 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

  • February 2004 (Revised April 2007)
  • Case

Random House

By: Bharat N. Anand, Kyle F. Barnett and Elizabeth Lea Carpenter
On June 12, 2003, the proposed merger of Random House and Time Warner Book Group was called off by the CEO of Random House's parent company, Bertelsmann. The announcement was welcomed by several critics who had questioned the logic of further consolidation in the book... View Details
Keywords: Mergers and Acquisitions; Business Conglomerates; Information Publishing; Problems and Challenges; Relationships; Business Strategy; Commercialization; Competition; Vertical Integration; Internet; Media and Broadcasting Industry; Media and Broadcasting Industry
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  • 30 Nov 2021
  • Interview

TikTok: Super App or Supernova?

By: Jeffrey F. Rayport and Brian Kenny
TikTok’s parent company, ByteDance, was launched in 2012 around the simple idea of helping users entertain themselves on their smartphones while on the Beijing Subway. By May 2020, TikTok operated in 155 countries and had roughly 1 billion monthly active users, placing... View Details
Keywords: Apps; Artificial Intelligence; Business Startups; Mobile and Wireless Technology; Business Model; Digital Platforms; Growth and Development Strategy; AI and Machine Learning; Social Media
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  • 25 Apr 2023
  • Op-Ed

How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model

digital marketing to place stylish fast-fashion merchandise in front of target customers on social media sites such as Instagram, Facebook, and TikTok, as well as on its own website and mobile apps.... View Details
Keywords: by John Deighton; Fashion; Retail; Consumer Products