Publications

July 2017
Case

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

March 2019
Case

Wattpad

By: John Deighton and Leora Kornfeld

How to run a platform to match four million writers of stories to 75 million readers? Use data science. Make money by doing deals with television and filmmakers and book publishers. The case describes the challenges of matching readers to stories and of helping writers... View Details

20 Sep 2019
HBS Seminar

Morgan Frank (Postdoc Assoc affiliated with the Human Dynamics research group at the Media Laboratory, the Institute for Data, Systems, and Society (IDSS), and the Initiative for the Digital Economy (IDE) at the Massachusetts Institute of Technology. Also, IDSS, IDE, BWH

16 Feb 2021
Working Paper Summaries

Bollywood, Skin Color, and Sexism: The Role of the Film Industry in Emboldening and Contesting Stereotypes in India after Independence

Keywords: by Sudev Sheth, Geoffrey Jones, and Morgan Spencer; Media & Broadcasting

winter 2009
Journal Article

Interactivity's Unanticipated Consequences for Markets and Marketing

By: John A. Deighton and Leora Kornfeld

The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details

Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology

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March 2018 (Revised June 2018)
Case

Knowledge Sharing at REMA 1000 (A)

By: Tatiana Sandino and Olivia Hull

A year after Norwegian grocery chain REMA 1000 adopted Workplace, Facebook’s enterprise social network, Chief Human Resource Officer Tore Høylie is asked to evaluate its impact on company culture and communication. Almost 90% of the workforce is engaged with the... View Details

Keywords: Social Network; Enterprise Social Media; Facebook; Workplace; Social and Collaborative Networks; Communication Technology; Performance Improvement; Organizational Culture; Knowledge Sharing; Social Media; Retail Industry; Norway

2013
Teaching Note

Innovation and Development of China Machine Press in the New Century (TN)

By: F. Warren McFarlan, Ning Jia and Guo Jia

China Machine Press (CMP), founded in 1952, is a leading multi-field, multi-discipline and multimedia publishing group in China with large scale, comprehensive and specialized business that integrates paper media, audiovisual media and online media, and combines... View Details

Keywords: General Management; Organizational Structure; Strategy; China; China

March 2018
Case

Sandra Brown Goes Digital (A): The Promise and Perils of Social Movements in a Healthcare Company

By: Rosabeth Moss Kanter and Jonathan Cohen

As a middle manager at a biotechnology company, Sandra Brown harnessed digital tools and social media to engage others and build campaigns for change in the company. This case follows her career at the company and describes the challenges she faced as a change agent,... View Details

Keywords: Digital; Engagement; Stakeholder Engagement; Grassroots Movement; Organization Change And Adaptation; Quality; Health Care; Health Care Industry; Career Path; Leading Change; Management; Innovation and Management; Personal Development and Career; Organizational Change and Adaptation; Biotechnology Industry; Health Industry

05 Sep 2017
First Look

First Look at New Research and Ideas, September 5, 2017

forthcoming Journal of Financial Economics The Effects of Media Slant on Firm Behavior By: Baloria, Vishal P., and Jonas Heese Abstract—The media can impose reputational costs... View Details

Keywords: Sean Silverthorne

01 Mar 2024
News

Alumni and Faculty Books and Podcasts

foods, and cook with 500-year-old recipes. The authors have compiled descriptions of México’s eight gastronomic regions and 32 federal states, with details of local specialties. A Bloody Good Cox: A Story of... View Details

Keywords: Publishing Industries (except Internet); Publishing Industries (except Internet)

September 2006 (Revised January 2007)
Background Note

Where to Get Your News and Information: The Digital Disruption

By: Stephen P. Bradley and Nancy Bartlett

What is the response by traditional news and information deliverers (newspapers and television networks) to declining audiences as media consumption moves to the digital medium? Provides a view of the news industry in mid-2006 and discusses the impact of an... View Details

Keywords: News; Media; Emerging Markets; Internet and the Web; Disruption; Perspective; Advertising; Journalism and News Industry

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10 Nov 2020
Sharpening Your Skills

Research News and Tips: Innovating Across Time Zones

Researchers at Harvard Business School publish hundreds of studies around business management each year, often in collaboration with peers from other institutions. Here are insights collected from papers and journal articles published over the last few months. Overcome... View Details

Keywords: by Sean Silverthorne

2013
Case

Innovation and Development of China Machine Press in the New Century

By: F. Warren McFarlan, Ning Jia and Guo Jia

China Machine Press (CMP), founded in 1952, is a leading multi-field, multi-discipline and multimedia publishing group in China with large scale, comprehensive and specialized business that integrates paper media, audiovisual media and online media, and combines... View Details

Keywords: General Management; Organizational Structure; Strategy; China; China

01 Dec 2023
News

Alumni and Faculty Books and Podcasts

Edited by Margie Kelley Alumni Books The World’s Littlest Book on Climate: Ten Facts in Ten Minutes About CO2 By Mike Nelson, Pieter Tans, and Michael Banks (MBA 1983) Independently Published In this updated edition of the world’s smallest book on the world’s biggest... View Details

Keywords: podcasts

2021
Chapter

Geographic Inequality and the Internet

By: Chris Forman, Avi Goldfarb and Shane Greenstein

BOOK ABSTRACT: This cutting-edge Handbook offers fresh perspectives on the key topics related to the unequal use of digital technologies. Considering the ways in which technologies are employed, variations in conditions under which people use digital media and... View Details

2013
Chapter

FollowMe.IntDev.Com: International Development in the Blogosphere

By: Ryann Manning

This chapter explores online blogs as a new forum for discussing ideas and practices in international development. Based on a qualitative study of conversations that take place across multiple blogs, I conclude that the blogosphere combines features of a public sphere,... View Details

Keywords: International Development; Blogging; Social Media; Public Sphere; Blogs; Equality and Inequality; Globalization; Social and Collaborative Networks; Developing Countries and Economies

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30 Dec 2016
News

Walter E. Mattson, Former President of New York Times, Dies at 84

Keywords: newspapers; digital media; negotiation; manufacturing; leadership; Publishing Industries (except Internet); Publishing Industries (except Internet)

January 2025
Case

Real Madrid Club de Fútbol

By: Anita Elberse, Juan Pasquín and Íñigo Pasquín

On June 1, 2024, Spanish soccer club Real Madrid captures its fifteenth Champions League title—more than double the tally of the nearest competitor. Under Florentino Pérez’s leadership, the club has now won six of the last eleven UEFA Champions League titles, and has... View Details

Keywords: Sports; Soccer; Football; Entertainment; Media; Talent Management; Superstars; Marketing; Strategy; General Management