Publications

02 May 2005
What Do You Think?

Where is Consumer Generated Marketing Taking Us?

Summing Up Consumer generated marketing is a fact of life to which all of us will have to adapt. Adaptation means learning how to use CGM to provide one form of input in fashioning product and marketing... View Details

Keywords: by James Heskett

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

Keywords: Betfair; Exchange; Business Model; Betting; Leisure Industry; Market Design; Digital Platforms; Diversification; Financial Services Industry; Entertainment and Recreation Industry; Europe

19 Feb 2007
Research & Ideas

Inexperienced Investors and Market Bubbles

the peak of the market a significant fraction of institutional money was controlled by young managers, thanks in part to rising prices for tech stocks, the researchers say. We asked Greenwood to discuss the research and its implications... View Details

Keywords: by Sean Silverthorne; Financial Services

30 May 2000
Research & Ideas

Market Makers Bid for Success

In late February, Harvard Business School professor Bill Sahlman spoke with two former MBA students, Scott Randall ('87) and Glen Meakem ('91), to discuss their perspectives on organizing markets in a new and evolving economy and what... View Details

Keywords: by Staff; Web Services; Technology

November 2018
Case

Sportradar (A): From Data to Storytelling

By: Ramon Casadesus-Masanell, Karen Elterman and Oliver Gassmann

In 2013, the Swiss sports data company Sportradar debated whether to expand from its core business of data provision to bookmakers into sports media products. Sports data was becoming a commodity, and in the future, sports leagues might reduce their dependence on... View Details

06 Apr 2007
What Do You Think?

Will Market Forces Stop Global Warming?

Summing Up Debate on this month's questions occurred on at least three levels. Is global warming occurring? Do humans (primarily through CO2 emissions) have much to do with it? Should we rely on market forces to provide appropriate... View Details

Keywords: by Jim Heskett; Energy; Utilities

15 May 2013
Research & Ideas

From McRibs to Maseratis: The Power of Scarcity Marketing

KFC pulled the sandwich off the menu across most of Canada. This move may seem strange in an industry where a pivotal goal—in the words of Coca-Cola's long-standing mantra—is to be "within an arm's reach of desire." According to KFC Canada's chief View Details

Keywords: Re: Michael I. Norton

24 Aug 2016
Research & Ideas

Behavioral Economists Can Make You a Healthier Consumer and Smarter Marketer

Click Here If people made purely rational decisions, life might be much easier for marketers in selling products and services. But few of us are that rational. Instead, our decisions are based on illogical biases such as loss aversion and... View Details

Keywords: by Amelia Kunhardt

November 2019 (Revised December 2020)
Case

Grupo Éxito: Facing Colombia's Competitive Grocery Retail Industry

By: José B. Alvarez, Carla Larangeira, Jenyfeer Martinez Buitrago and Miguel Diaz Moreno

Grupo Éxito, a leading South American retailer, faced declining market shares in Colombia in 2019 with the arrival of low-cost competitors and emerging digital trends. Originally founded in Medellín, Éxito had over the course of its seventy-year history evolved from a... View Details

Keywords: Grocery; Market Share; Information Technology; Trends; Competitive Strategy; Retail Industry; Colombia; Latin America

September 2013 (Revised June 2019)
Case

Marquee: Reinventing the Business of Nightlife

By: Anita Elberse, Ryan Barlow and Sheldon Wong

In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City–based nightclub Marquee. While most clubs are over within their first one and a half years, Strauss and Tepperberg managed to keep... View Details

Keywords: Creative Industries; Nightlife; Service Management; Entertainment; Fashion; Celebrities; Event Marketing; Risk Management; Customer Relationship Management; Change Management; Supply Chain Management; Music Entertainment; Product Marketing; Entertainment and Recreation Industry; Las Vegas

May 2018 (Revised February 2020)
Case

Jason Blum's Blumhouse Productions

By: Anita Elberse

In March 2017, Jason Blum, the founder and chief executive officer of film and television production company Blumhouse Productions, has another blockbuster on his hands with the movie Get Out, produced for just $4.5 million. Remarkable returns for its micro-budget... View Details

January 2022
Case

FIFA and The World Cup: The Future of Football

By: Anita Elberse, Oliver Band and Howard Johnson

Should FIFA host its biggest event—the FIFA World Cup—every two years instead of every four, as it has been doing since the event’s inception in the 1930s? In September 2021, Gianni Infantino, the president of the International Federation of Association Football... View Details

Keywords: Sports; Soccer; Football; Entertainment; Media; Talent Development; Globalization; Marketing; Strategy; General Management; Governance; Decision Making; Governing and Advisory Boards; Problems and Challenges; Brands and Branding; Sports Industry; Entertainment and Recreation Industry

February 2025
Case

RedBird Capital Partners

By: Anita Elberse and David Moreno Vicente

In July 2024, Gerry Cardinale, the founder and managing partner of RedBird Capital Partners (‘RedBird’) has helped orchestrate a high-profile deal in the world of entertainment: one in which Skydance Media (‘Skydance’), a content production studio led by David Ellison... View Details

Keywords: Entertainment; Media; Film; Television; Sports; Superstars; Marketing; Strategy; General Management; Investing; Mergers and Acquisitions; Private Equity; Asset Management

April 2014
Case

Don Valentine and Sequoia Capital

By: Felda Hardymon, Tom Nicholas and Liz Kind

Don Valentine participated in the beginnings of two significant milestones: the birth of the silicon chip and the development of the venture capital industry. From humble beginnings, Valentine became a legendary salesman at Fairchild Semiconductor and National... View Details

Keywords: Venture Capital; Personal Development and Career; Semiconductor Industry

July 2008 (Revised September 2009)
Case

Betfair vs. UK Bookmakers

By: Ramon Casadesus-Masanell and Neil Campbell

Betting exchanges provide an electronic platform that allows ordinary consumers to not only back teams to win, but also to lay odds for other punters to back. This business model allows punters to cut out the middleman of the bookmaker and leads to a much more... View Details

Keywords: Business Model; Decision Choices and Conditions; Two-Sided Platforms; Market Transactions; Competition; Entertainment and Recreation Industry

April 2021 (Revised August 2021)
Case

Borusan CAT: Monetizing Prediction in the Age of AI (A)

By: Navid Mojir and Gamze Yucaoglu

Borusan Cat is an international distributor of Caterpillar heavy machines. Esra Durgun (Director of Strategy, Digitization, and Innovation) and Ozgur Gunaydin (CEO) seem to have bet their careers on developing Muneccim, a new predictive technology that is designed to... View Details

Keywords: Monetization Strategy; Artificial Intelligence; AI; Forecasting and Prediction; Applications and Software; Technological Innovation; Marketing; Segmentation; AI and Machine Learning; Construction Industry; Turkey

January 2008 (Revised October 2015)
Case

Taiwan Semiconductor Manufacturing Company Limited: A Global Company's China Strategy

By: William C. Kirby, Michael Shih-Ta Chen and Keith Wong

After fifty-five years in the semiconductor industry, Morris Chang, founder and Chairman of Taiwan Semiconductor Manufacturing Company (TSMC), was seeing a change. After four decades of regular double-digit growth the industry was still growing-but now at a much slower... View Details

Keywords: Investment; Globalized Firms and Management; Market Entry and Exit; Business and Government Relations; Expansion; Semiconductor Industry; Shanghai; Taiwan

17 Jul 2006
Lessons from the Classroom

Developing a Strategy for Digital Convergence

Following the dot-com bust at the turn of the century, the technology business went through a gloomy period, 2001-2002, when innovation dried up, MBAs looked for careers in finance, and investors put their funds in a holding pattern. "Technology became... View Details

Keywords: by Sean Silverthorne; Computer; Education

January 2002 (Revised October 2007)
Case

Grantham, Mayo, Van Otterloo & Co., 2001

By: Joshua Musher and Andre F. Perold

Asset manager GMO underperforms the market during the 1996-2000 stock market bubble because of the focus on absolute risk. After suffering significant client withdrawals, performance again shines when the bubble collapses. Did they win the battle only to lose the war?... View Details

Keywords: Customers; Asset Management; Stocks; Investment; Price Bubble; Mathematical Methods; Risk and Uncertainty