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Show Results For
- All HBS Web
(737)
- People (4)
- News (179)
- Research (442)
- Events (6)
- Multimedia (5)
- Faculty Publications (277)
- October 2006 (Revised October 2007)
- Case
Google Advertising
By: Youngme E. Moon and David Chen
In mid-2006, Google is the number one search engine in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among American... View Details
Keywords: Digital Marketing; Disruptive Innovation; Media; Expansion; Internet and the Web; Advertising Industry; United States
Moon, Youngme E., and David Chen. "Google Advertising." Harvard Business School Case 507-038, October 2006. (Revised October 2007.)
- February 2021
- Teaching Plan
Soofa: Displaying the Right Path?
By: Jeffrey J. Bussgang and Amy Klopfenstein
This teaching plan serves as a supplement to the case “Soofa: Displaying the Right Path?” HBS 820-098. The case explores the tension between two different financing and expansion plans for a startup, and explores issues related to business model pivots and industry... View Details
Keywords: Business Ventures; Business Model; Business Plan; Business Startups; Entrepreneurship; Decision Making; Decisions; Judgments; Ethics; Geography; Geopolitical Units; Finance; Investment; Markets; Market Entry and Exit; Demand and Consumers; Media; Society; Urban Development; Sustainable Cities; Information Technology; Information Infrastructure; Digital Platforms; Strategy; Business Strategy; Expansion; Relationships; Capital; Venture Capital; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; North and Central America; United States; Massachusetts; Cambridge
- December 2018
- Case
Choosy
By: Jeffrey J. Bussgang and Julia Kelley
Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details
Keywords: Artificial Intelligence; Algorithms; Machine Learning; Neural Networks; Instagram; Influencer; Fast Fashion; Design; Customer Satisfaction; Customer Focus and Relationships; Decision Making; Cost vs Benefits; Innovation and Invention; Brands and Branding; Product Positioning; Demand and Consumers; Supply Chain; Production; Logistics; Business Model; Expansion; Internet and the Web; Mobile and Wireless Technology; Digital Platforms; Social Media; Technology Industry; Fashion Industry; North and Central America; United States; New York (state, US); New York (city, NY)
- May 2022
- Case
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Advertising Industry; United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign." Harvard Business School Case 522-055, May 2022.
- July 2021 (Revised October 2021)
- Case
Trouble at Basecamp: Managing Politics, Polarization, and Conflict in the Workplace (A)
By: Nour Kteily, Deepak Malhotra and David Lane
As founders of the software company Basecamp, Jason Fried and David H. Hansson were used to being the subjects of social media attention. Both maintained active and dedicated Twitter followings for their unique perspectives on management and life. But on April 26,... View Details
Keywords: Change; Communication; Policy; Diversity; Fairness; Values and Beliefs; Governance; Employees; Working Conditions; Leading Change; Leadership Style; Mission and Purpose; Organizational Culture; Work-Life Balance; Labor and Management Relations; Conflict and Resolution; Identity; Social Issues; Equality and Inequality; Digital Platforms; Conflict Management; Information Technology Industry; United States
Kteily, Nour, Deepak Malhotra, and David Lane. "Trouble at Basecamp: Managing Politics, Polarization, and Conflict in the Workplace (A)." Harvard Business School Case 922-003, July 2021. (Revised October 2021.)
- Web
Live from Klarman Hall - Alumni
provide frameworks for critical thinking, with an emphasis on assessing current media articles on complex topics like healthcare, climate change, and education. Participants will explore the distinction between news and opinion and will... View Details
- 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
- 2009
- Chapter
Creating Superior Customer Value in a Connected World
By: Ranjay Gulati
"In the early twenty-first century, customers are more demanding than ever, and difficult economic times make them all the more so. As customers tighten their wallets and increase their demands, firms face greater pressure to provide superior customer value. Reducing... View Details
- 10 Nov 2011
- HBS Case
HBS Cases: Making Lincoln Center Cool Again
groups of constituents and board members, using technology wisely, and planning for a future in the digital world. It also shows that there are alternative paths for a CEO to take—and that a strong organizational leader can make up for... View Details
- 03 Dec 2007
- Research & Ideas
Authenticity over Exaggeration: The New Rule in Advertising
Consumers," HBS professor John Deighton and Leora Kornfeld, research director of Canada's Mobile MUSE Consortium, pinpoint 5 qualities of success in this new world of digital media marketing. In this new... View Details
- 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
Hutton, Amy P., and David Lane. "America Online, Inc.: Disclosure Strategy." Harvard Business School Case 102-004, October 2001. (Revised April 2002.)
- 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
- 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
Khaire, Mukti, Elena Corsi, and Jerome Lenhardt. "The Michelin Restaurant Guide: Charting a New Course." Harvard Business School Case 814-088, February 2014. (Revised August 2014.)
- 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
- 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
Hofstetter, Reto, Roland Rüppell, and Leslie John. "Temporary Sharing Prompts Unrestrained Disclosures That Leave Lasting Negative Impressions." Proceedings of the National Academy of Sciences 114, no. 45 (November 7, 2017).
- 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
Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry." Harvard Business School Case 510-034, August 2009. (Revised August 2010.)
- Web
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- 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
Bojinov, Iavor I., Guillaume Sait-Jacques, and Martin Tingley. "Avoid the Pitfalls of A/B Testing." Harvard Business Review 98, no. 2 (March–April 2020): 48–53.
- 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
- 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
Kanter, Rosabeth Moss, Ryan Raffaelli, and Jonathan Cohen. "Sesame Workshop (A): Bringing Big Bird Back to Health." Harvard Business School Case 317-094, January 2017. (Revised May 2020.)