Publications

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2007
Working Paper

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

By: John A. Deighton and Leora Kornfeld

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

Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Internet and the Web

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28 Sep 2007
Working Paper Summaries

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

Keywords: by John A. Deighton & Leora Kornfeld

April 2011
Case

Samsung and Google TV

By: Ramon Casadesus-Masanell, Prithvi Raj and Crystal Jean Marrie

This case describes Samsung's decision on how to pursue the growing market opportunity for internet-connected televisions, which enable consumers to access a range of web-based content including basic information (e.g. stock quotes, weather, news headlines, RSS feeds,... View Details

Keywords: Competitive Strategy; Digital Platforms; Internet and the Web; Decision Choices and Conditions; Electronics Industry

January 2015 (Revised April 2018)
Case

CJ E&M: Creating a K-Culture in the U.S.

By: Elie Ofek, Sang-Hoon Kim and Michael Norris

Buoyed by the success of K-pop music and K-drama television shows in Asian countries, Chairman Jay Lee, of the South Korean conglomerate CJ Group, believed that the time was ripe for taking Korean cultural content to the West. One initiative, carried out by the Group's... View Details

Keywords: Cultural Consumption; Media Businesses; International Marketing; Event Marketing; Creative Industries; Cross-cultural Adaptation; Ethnic Marketing; South Korea; Marketing Strategy; Entertainment; Global Strategy; Cross-Cultural and Cross-Border Issues; Entertainment and Recreation Industry; United States; South Korea

2010
Other Unpublished Work

Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions

By: Jill Avery

An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details

Keywords: Brands; Brand Management; Brand Positioning; Brand Equity; Internet; Social Media; Customers; Customer Focus and Relationships; Customer Satisfaction; Marketing; Brands and Branding; Marketing Strategy; Auto Industry

06 Dec 2013
HBS Seminar

Sifan Zhou, Fellow, Labor and Worklife Program at the Harvard Law School, and PhD Candidate, SUNY Albany

October 2001 (Revised November 2001)
Case

Blethen Family and the Seattle Times Company (A), The

By: John A. Davis and Cathy Quinn

Frank Blethen, the fourth-generation publisher of The Seattle Times, ponders the challenges facing this family business. This case reviews the long history of this business and family and asks whether family ownership and management are in the interests of both the... View Details

Keywords: History; Management; Business or Company Management; Family Business; Family and Family Relationships; Family Ownership; Problems and Challenges; Journalism and News Industry; Journalism and News Industry

06 Aug 2019
Blog Post

Entrepreneurship and Global Capitalism - Discovering the Business of Storytelling

Snigdha Sur (MBA 2017) is the Founder and CEO of The Juggernaut, a digital media company for South Asian stories. She’s on a mission to diversify storytelling and newsrooms... View Details

17 Jun 2019
Working Paper Summaries

The Comprehensive Effects of a Digital Paywall Sales Strategy

Keywords: by Doug J. Chung, Ho Kim, and Reo Song; Media & Broadcasting

2003
Casebook

Professional Services: Text and Cases

By: Thomas J. DeLong and Ashish Nanda

DeLong and Nanda's Professional Services: Text and Cases is the first casebook to be published on the management of professional service firms (law firms, architecture, financial services, consulting). It includes a comprehensive selection of case studies that... View Details

Keywords: Professional Service Firms; Management; Cases

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06 Aug 2021
News

Steve Jobs and the Rise of the Celebrity CEO

24 Apr 2020
Op-Ed

Lessons from the NFL: Virtual Hiring, Leadership, Building Teams and COVID-19

supposed to be doing,” explains Chiefs Reporter, BJ Kissel. Speed of information processing, physical skills, and the need to deal with the media are other skills required by the modern QB. The QB job is... View Details

Keywords: by Sarah Abbott , Boris Groysberg, Tali Groysberg, and Abhijit Naik; Sports

21 Aug 2012
News

How Microsoft and Netflix Lost their Way

2025
Working Paper

The Value of Silence: The Effect of UMG’s Licensing Dispute with TikTok on Music Demand

By: Mengjie (Magie) Cheng, Elie Ofek and Hema Yoganarasimhan

Social media platforms like TikTok have transformed how music is discovered, consumed, and monetized. This study examines the implications of the dispute between TikTok and Universal Music Group (UMG), which resulted in UMG excluding its music from TikTok from... View Details

Keywords: Demand And Consumers; Monetization; Social Media; Revenue; Conflict and Resolution; Music Industry

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2016
Working Paper

Patent Publication and the Market for Ideas

By: Deepak Hegde and Hong Luo

In this paper, we study the effect of invention disclosure through patent publication on the market for ideas. We do so by analyzing the effects of the American Inventor's Protection Act of 1999 (AIPA)—which required US patent applications to be published 18 months... View Details

Keywords: Patents; Biotechnology Industry

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05 Nov 2014
HBS Seminar

CV Harquail, Authentic Organizations and Stevens Institute of Technology

February 2024
Article

Pricing Power in Advertising Markets: Theory and Evidence

By: Matthew Gentzkow, Jesse M. Shapiro, Frank Yang and Ali Yurukoglu

Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize, extend, and test this prediction. We find that television outlets whose viewers watch more... View Details

Keywords: Television Entertainment; Advertising; Residency; Social Media; Price; Media; Age

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2015
Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin

Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details

Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry

September 1997 (Revised August 2007)
Case

Bankruptcy and Restructuring at Marvel Entertainment Group

By: Benjamin C. Esty and Jason Auerbach

Marvel Entertainment Group is the leading comic book publisher in the United States, with superheros like Spider-Man, the Incredible Hulk, the X-Men, and Captain America. It is also one of the leading manufacturers of sports and entertainment trading cards under the... View Details

Keywords: Restructuring; Decision Choices and Conditions; Borrowing and Debt; Insolvency and Bankruptcy; Governance Controls; Courts and Trials; Planning; Entertainment and Recreation Industry