Publications
Publications
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- All HBS Web
(2,118)
- Faculty Publications (627)
- September–October 2017
- Article
The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests
By: Ron Kohavi and Stefan Thomke
In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing, a small headline change an employee proposed was deemed a low priority and shelved for months until one engineer decided to do a quick online controlled... View Details
- August 2017 (Revised June 2018)
- Case
Enpara.com: Digital Bank at a Crossroad
By: Sunil Gupta and Eren Kuzucu
In March 2017, Elsa Pekmez Atan (MBA 2004), was wondering about the future of Enpara.com, a digital-only banking platform of QNB Finansbank. Since its launch in October 2012, Enpara had been successful in attracting over 600,000 customers by appealing to digital savvy,... View Details
- Summer 2017
- Article
Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior
By: Jeffrey Prince and Shane Greenstein
The television industry is undergoing a generational shift in structure; however, many demand-side determinants are still not well understood. We model how consumers choose video content provision among over-the-air (OTA), paid subscription to cable or satellite, and... View Details
- Article
Repositioning and Cost-Cutting: The Impact of Competition on Platform Strategies
By: Robert Seamans and Feng Zhu
Organizational structures are increasingly complex. In particular, more firms today operate as multi-sided platforms. In this paper, we study how platform firms use repositioning and cost-cutting in response to competition, elucidate external and internal factors that... View Details
- May 2017
- Supplement
Betfair (B), (C), and (D) Case Slides
By: Ramon Casadesus-Masanell and John Heilbron
Contains slides related to the Betfair B, C, and D cases.
Abstracts:
B) Buoyed by success in the market for gambling contracts, Betfair attempts to enter the market for financial products using its exchange model.
C) Prompted by a takeover bid from... View Details
Abstracts:
B) Buoyed by success in the market for gambling contracts, Betfair attempts to enter the market for financial products using its exchange model.
C) Prompted by a takeover bid from... View Details
- May 2017
- Supplement
Betfair (B)
By: Ramon Casadesus-Masanell, John Heilbron and Neil Campbell
Buoyed by success in the market for gambling contracts, Betfair attempts to enter the market for financial products using its exchange model. View Details
- May 2017 (Revised July 2017)
- Supplement
Aadhaar: From Voluntary to Mandatory
By: Tarun Khanna, Anjali Raina and Rachna Chawla
Approximately 1.1 billion residents of India (99% of the population) had a unique biometric identity—Aadhaar—by 2017. In six years, the Unique Identification Authority of India (UIDAI) had achieved an unprecedented milestone in emerging and developed markets. The... View Details
Keywords: Entrepreneurship; Business and Government Relations; Emerging Markets; Information; Information Technology; Organizational Design; Infrastructure; Identity; Projects; Information Management; Government and Politics; Digital Platforms; Internet and the Web; Transformation; Society; Welfare; Social Issues; Private Sector; Public Sector; Information Technology Industry; Asia; India; New Delhi
- 2017
- Working Paper
Digital Labor Markets and Global Talent Flows
By: John Horton, William R. Kerr and Christopher Stanton
Digital labor markets are rapidly expanding and connecting companies and contractors on a global basis. We review the environment in which these markets take root, the micro- and macro-level studies of their operations, their ongoing evolution and recent trends, and... View Details
- April 2017
- Teaching Note
The Birth, Life and Death of Rdio
By: Robert J. Dolan
Teaching Note for HBS No. 516-092. View Details
- 2017
- Book
Global Marketing Management: A Casebook
By: John A. Quelch
During the last quarter century, international business was shaken by a revolution in global competition unlike any previously experienced. As companies move through the twenty-first century, they need to be aware of the range of powerful, dynamic, and often... View Details
- March 2017 (Revised May 2019)
- Case
Marketing Transformation at Mastercard
By: Sunil Gupta, Srinivas K. Reddy and David Lane
Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details
- March–April 2017
- Article
What's the Value of a Like?: Social Media Endorsements Don't Work the Way You Might Think
By: Leslie John, Daniel Mochon, Oliver Emrich and Janet Schwartz
Brands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon... View Details
- February 2017
- Case
BlaBlaCar: The Road Ahead...
By: Karim R. Lakhani, Arun Sundararajan, Emilie Billaud and Caroline Caltagirone
In 2017, the co-founders of BlaBlaCar—the world’s largest long-distance carpooling company—reflected on the evolution of their venture and the way forward. BlaBlaCar had reached critical mass and size; yet staying still was not going to be enough to be relevant and... View Details
Keywords: Business Growth and Maturation; Business Startups; Transformation; Decision Making; Values and Beliefs; Growth and Development Strategy; Digital Platforms; Network Effects; Strategic Planning; Competitive Strategy; Expansion; Internet and the Web; Transportation Networks; Transportation Industry; Web Services Industry; France; Europe
- February 2017 (Revised September 2017)
- Case
Bringing Digital to Wimbledon
By: John T. Gourville and David Arnold
It was mid-December 2016 as Alexandra (Alex) Willis read with satisfaction that The All England Lawn Tennis & Croquet Club (AELTC) had won yet another award for its use of social media to reach its fan base. As the organizer and host of “The Championships, Wimbledon,”... View Details
- February 2017
- Teaching Note
The Tate's Digital Transformation
By: Jill Avery
John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate’s... View Details
Keywords: Digital; Ecommerce; Experience; Customer Experience; Customer Relationship Management; Channel Management; Museums; Arts Marketing; Nonprofit; Marketing; Marketing Channels; Marketing Strategy; Customer Focus and Relationships; Digital Marketing; Digital Strategy; Social Media; E-commerce; Entertainment and Recreation Industry; Fine Arts Industry; England; United Kingdom; Europe
- February 2017
- Case
Aston Martin: A Second Century of Performance and Luxury
By: Vish V. Krishnan, Karim R. Lakhani and Amram Migdal
Following the March 2016 launch of DB11, Aston Martin Lagonda Ltd.’s first new sports car platform in over a decade, this case discusses the future strategy of the famed British luxury auto manufacturer. Since its founding in 1902, Aston Martin has been characterized... View Details
Keywords: Luxury; Auto Brand; Luxury Auto; Growth; Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Brands and Branding; Product Marketing; Product Launch; Product Positioning; Operations; Product Design; Product Development; Production; Innovation and Invention; Transportation; Innovation and Management; Innovation Strategy; Change; Transformation; Management; Marketing; Auto Industry; Europe; United Kingdom; England
- January 2017
- Case
Expanding Ecommerce at Technos
By: Thales Teixeira, Rohit Deshpandé, Ruth Costas and Priscilla Zogbi
Technos was the market leader in the Brazilian watch market. Its CEO had made a firm commitment to evolve the company’s marketing and commercial practices by focusing less on pushing product to retail clients and more on branding to end consumers to pull watches from... View Details
- November 2016 (Revised April 2018)
- Case
reMarkable: e-Writing the Future
By: Elie Ofek and Curtis Hsu
Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like... View Details
Keywords: Entrepreneurial Marketing; Innovation Management; Go To Market Strategy; Marketing Plan; Target Market; Digital Devices; Consumer Electronics; Forecasting; Information Technology; Marketing Strategy; Innovation and Management; Marketing Channels; Entrepreneurship; Forecasting and Prediction; Product Marketing; Product Development; Electronics Industry
- November 2016
- Case
Bayern Munich in China
By: Karim Lakhani, Sascha L. Schmidt, Michael Norris and Kerry Herman
In 2015, German football club Bayern Munich is considering how to enter the Chinese market. Should it build its own infrastructure or rely on third-party partnerships to reach this massive football fan base? View Details
- November 2016 (Revised May 2017)
- Case
The Black List
By: Henry McGee and Sarah McAra
Franklin Leonard founded The Black List in 2005 as an innovative approach to identifying potential hit movie scripts via crowdsourcing. As the annual Black List proved to hold the scripts of some of Hollywood’s most successful films, from “Slumdog Millionaire” to... View Details