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- All HBS Web
(2,134)
- Faculty Publications (625)
- June 2015 (Revised April 2018)
- Case
WeChat: A Global Platform?
By: Willy Shih, Howard Yu and Feng Liu
WeChat was developed by Tencent Holdings as a lightweight messaging platform. As it grew quickly to become the most popular messaging app in China, it added a range of products and services that sat on top that were designed to appeal to a broad range of consumers and... View Details
Keywords: Online Platforms; China; WeChat; Tencent Holdings; Globalization; Internet and the Web; Applications and Software; Digital Platforms; Telecommunications Industry; Information Industry; China
Shih, Willy, Howard Yu, and Feng Liu. "WeChat: A Global Platform?" Harvard Business School Case 615-049, June 2015. (Revised April 2018.)
- June 2015 (Revised October 2016)
- Case
Denver Museum of Nature & Science
By: Jill Avery and Jim Rosenberg
Digital was on Vice President of Strategic Partnerships and Programs Bridget Coughlin's mind these days. DMNS had been dabbling in digital for the past few years, but had never fully committed to it. The time had come to establish a strategic vision, and to decide... View Details
Keywords: Digital; Nonprofit; Arts; Education; Marketing; Marketing Communications; Marketing Strategy; Nonprofit Organizations; Social Media; Education Industry; North America; United States
Avery, Jill, and Jim Rosenberg. "Denver Museum of Nature & Science." Harvard Business School Case 315-081, June 2015. (Revised October 2016.)
- June 2015 (Revised January 2017)
- Case
Accor: Strengthening the Brand with Digital Marketing
By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details
Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France
Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the Brand with Digital Marketing." Harvard Business School Case 315-138, June 2015. (Revised January 2017.)
- 2015
- Book
Strong Brands, Strong Relationships
By: Susan Fournier, Michael Breazeale and Jill Avery
From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details
Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Apparel and Accessories Industry; Consumer Products Industry
Fournier, Susan, Michael Breazeale and Jill Avery, eds. Strong Brands, Strong Relationships. Abingdon, UK: Routledge, 2015.
- May 2015 (Revised September 2015)
- Case
Philips Healthcare: Marketing the HealthSuite Digital Platform
By: John A. Quelch and Margaret L. Rodriguez
In June 2014, leading healthcare and consumer technology company, Royal Philips ("Philips"), announced its HealthSuite Digital Platform to house healthcare data and enable applications used by physicians and patients. Philips had strong equity in the healthcare... View Details
Keywords: Health; Healthcare; Digital; Platform; Ecosystem; Health Care and Treatment; Technological Innovation; Information Technology; Product Development; Applications and Software; Digital Platforms; Health Industry; Medical Devices and Supplies Industry; Netherlands; United States
Quelch, John A., and Margaret L. Rodriguez. "Philips Healthcare: Marketing the HealthSuite Digital Platform." Harvard Business School Case 515-052, May 2015. (Revised September 2015.)
- May 2015
- Case
Pricing in a Digital World (2015)
By: John Gourville
Dynamic pricing, especially as practiced by Uber and Lift, seems to be all the rage. In this case, we look at five interesting applications of dynamic price and price customization, each made possible by advances in digital technology. These range from the online... View Details
- April 2015 (Revised June 2016)
- Case
The Transformation of NCR
By: David Collis, Raffaella Sadun and Matthew Shaffer
During his tenure as CEO since 2005, Bill Nuti had moved NCR Corporation (originally National Cash Register) from its historical competence in hardware to become a provider of hardware and software for managing transactions across a range of industries and payments... View Details
Keywords: NCR; Hardware; Software; Acquisitions; Financial Services; Organizational Change and Adaptation; Expansion; Information Infrastructure; Applications and Software; Transformation; Acquisition; Financial Services Industry; Technology Industry
Collis, David, Raffaella Sadun, and Matthew Shaffer. "The Transformation of NCR." Harvard Business School Case 715-438, April 2015. (Revised June 2016.)
- March 2015 (Revised December 2016)
- Case
American Well: The DTC Decision
By: Elie Ofek and Natalie Kindred
In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date,... View Details
Keywords: Health Care; Telehealth; Telemedicine; American Well; Schoenberg; Boston; Israel; Technology; Online Care; Direct-to-consumer; DTC; Health Insurance; Affordable Care Act; Health Care Reform; Accountable Care Organizations; Technology Change; Innovation & Entrepreneurship; Digital Marketing; Strategy; Competition; Information Technology; Marketing; Technological Innovation; Technology Adoption; Entrepreneurship; Marketing Strategy; Health Industry; Technology Industry; Boston; Massachusetts; United States; Israel
Ofek, Elie, and Natalie Kindred. "American Well: The DTC Decision." Harvard Business School Case 515-032, March 2015. (Revised December 2016.)
- 2015
- Other Unpublished Work
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Lingling Zhang, Clarence Lee and Anita Elberse
- January 2015 (Revised October 2016)
- Case
onefinestay: Building a Luxury Experience in the Sharing Economy
By: Jill Avery, Anat Keinan and Liz Kind
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
Keywords: Luxury Goods; Brand Building; Brand Management; Hospitality; Hotels; Digital Marketing; Brand Positioning; Luxury Service; Airbnb; Sharing Economy; Collaborative Consumption; Disruptive Business Model; Travel; Alternatives To Hotel; Branding; Customer Service; Exceeding Consumer Expectations; Client Acquisition; Reputation Management; Word Of Mouth; 2-way Business Model; Marketing; Marketing Strategy; Brands and Branding; Luxury; Disruption; Business Model; Entrepreneurship; E-commerce; Accommodations Industry; Tourism Industry; Travel Industry; United Kingdom
Avery, Jill, Anat Keinan, and Liz Kind. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Case 515-072, January 2015. (Revised October 2016.)
- January 2015
- Case
Burberry in 2014
By: Anita Elberse
In February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under their partnership, in place since 2006, Burberry's revenues have tripled to... View Details
Keywords: Management Succession; Luxury; Product Marketing; Brands and Branding; Manufacturing Industry; Fashion Industry; Great Britain
Elberse, Anita. "Burberry in 2014." Harvard Business School Case 515-054, January 2015.
- September 2014
- Case
Havas: Change Faster
By: Karim R. Lakhani and Michael L. Tushman
As of 2013, Havas was the 6th largest global advertising, digital, and communications group in the world. Headquartered in Paris, France, the group was highly decentralized, with semi-independent agencies in more than 100 countries offering a variety of services. The... View Details
Keywords: Advertising Agency; Open Innovation; Commercials; Digital Media; Digital Transition; Advertising; Digital Marketing; Advertising Campaigns; Acquisition; Change Management; Disruption; Transformation; Advertising Industry; Communications Industry
Lakhani, Karim R., and Michael L. Tushman. "Havas: Change Faster." Harvard Business School Multimedia/Video Case 615-702, September 2014.
- September 2014
- Case
Victors & Spoils: 'Born Open'
By: Karim R. Lakhani and Michael L. Tushman
Victors & Spoils (V&S), located in Boulder, Colorado, was the first advertising agency built on open innovation and crowdsourcing principles from the ground-up. V&S was co-founded in 2009 by John Winsor, Claudia Batten and Evan Fry, all former members of the... View Details
Keywords: Advertising Agency; Marketing; Crowdsourcing; Open Innovation; Growth; Acquisitions; Advertising; Advertising Campaigns; Digital Marketing; Acquisition; Innovation and Invention; Advertising Industry; United States
Lakhani, Karim R., and Michael L. Tushman. "Victors & Spoils: 'Born Open'." Harvard Business School Multimedia/Video Case 415-701, September 2014.
- September 2014 (Revised June 2017)
- Case
Google Inc. in 2014
By: Benjamin Edelman and Thomas R. Eisenmann
Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to selected competitors. Asks what Google should do next. View Details
Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Digital Marketing; Information Technology Industry; Advertising Industry
Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014." Harvard Business School Case 915-004, September 2014. (Revised June 2017.)
- September 2014 (Revised March 2015)
- Case
Managing Multi-Media Audiences at WHDH (Boston)
By: Thales Teixeira and V. Kasturi Rangan
WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and for affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begun to use... View Details
Keywords: Online News; Television Advertising; Attention Economics; Cross-media Efforts; Competition; Internet and the Web; Consumer Behavior; Organizational Change and Adaptation; Change Management; Marketing Strategy; Decision Choices and Conditions; Digital Marketing; Television Entertainment; Media and Broadcasting Industry; Boston
Teixeira, Thales, and V. Kasturi Rangan. "Managing Multi-Media Audiences at WHDH (Boston)." Harvard Business School Case 515-037, September 2014. (Revised March 2015.)
- August 2014
- Teaching Note
Peter Guber: The 'Me' vs. 'We' Brand
By: Stephen A. Greyser, William Ellet and Nelson Gayton
Well-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems... View Details
- August 2014
- Case
Peter Guber: The 'Me' vs. 'We' Brand
By: Stephen A. Greyser, William Ellet and Nelson Gayton
Well-known film producer Peter Guber must decide whether to commit to a time-consuming personal project. He is about to sign a contract for a business book in which he will share what he has learned in his long career. At the same time, he is keenly aware of problems... View Details
Keywords: Work-Life Balance; Entrepreneurship; Brands and Branding; Entertainment and Recreation Industry
Greyser, Stephen A., William Ellet, and Nelson Gayton. "Peter Guber: The 'Me' vs. 'We' Brand." Harvard Business School Case 915-401, August 2014.
- July 2014 (Revised August 2015)
- Case
Qihoo
By: Feng Zhu
Qihoo, one of the largest Internet companies in China today, was founded in 2005. The company started its business by offering a security software product, and quickly dominated the market in China after its unusual move of giving its product away for free in 2009.... View Details
- Article
Moving from Engagement to a Real Marriage of Brand and Customer
Rayport, Jeffrey F. "Moving from Engagement to a Real Marriage of Brand and Customer." True (FleishmanHillard) (June 15, 2014).
- Summer 2014
- Article
When Does a Platform Create Value by Limiting Choice?
By: Ramon Casadesus-Masanell and Hanna Halaburda
We present a theory for why it might be rational for a platform to limit the number of applications available on it. Our model is based on the observation that even if users prefer application variety, applications often also exhibit direct network effects. When there... View Details
Keywords: Platform Governance; Direct Network Effects; Indirect Network Effects; Complements; Tragedy Of The Commons; Equilibrium Selection; Coordination; Foresight; Strategy; Value Creation; Digital Platforms; Balance and Stability; Decision Choices and Conditions; Consumer Behavior; Applications and Software; Network Effects
Casadesus-Masanell, Ramon, and Hanna Halaburda. "When Does a Platform Create Value by Limiting Choice?" Journal of Economics & Management Strategy 23, no. 2 (Summer 2014): 259–293.