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March 2020
Technical Note

Influencer Marketing

By: Jill Avery and Ayelet Israeli

Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details

Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry

June 2001
Case

Bang Networks- The First Customer (A)

By: Jay O. Light and Mary N. Caravella

In November 2000, six-month-old start-up Bang Networks is preparing a proposal for its first paid subscription contract. The recent MBA founders of the new San Francisco--based company believe they have a unique new solution for effective delivery of real-time Web... View Details

Keywords: Business Startups; Negotiation Tactics; Internet and the Web; Valuation; Value Creation; Negotiation Preparation; Information Technology Industry; San Francisco

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December 2018
Case

Formula E Championship Racing (A)

By: Robert F. Higgins and James Weber

Formula E founder and CEO Alejandro Agag obtained the rights to develop a new electric car racing series from the Fédération Internationale de l'Automobile (FIA). Agag needed to develop the series from scratch—developing a race car and finding teams willing to race,... View Details

Keywords: Electric Car Racing; Entrepreneurship; Global Range; Strategy

June 2012
Article

Leadership Is a Conversation

By: Boris Groysberg and Michael Slind

Globalization and new technologies have sharply reduced the efficacy of command-and-control management and its accompanying forms of corporate communication. In the course of a recent research project, the authors concluded that by talking with employees, rather than... View Details

Keywords: Employees; Management Style; Interpersonal Communication; Leadership; Cooperation; Partners and Partnerships

October 2019 (Revised January 2020)
Case

Fixing Facebook: Fake News, Privacy, and Platform Governance

By: David Yoffie and Daniel Fisher

Mark Zuckerberg founded Facebook based on the idea that connecting people was a fundamentally good thing—and a way to turn a handsome profit. But from the beginning, Facebook received criticism both for how it handled user privacy and how it curated user-generated... View Details

Keywords: Platform; Governance; Privacy; Internet and the Web; Corporate Governance; Ethics; Business and Government Relations; Strategy; Digital Platforms; Web Services Industry

2013
Working Paper

NBC and the 2012 London Olympics: Unexpected Success

By: Stephen A. Greyser and Vadim Kogan

"The 2010 Vancouver Winter Games lost $223 million, astonishing for a 17-day event. Next year's London Summer Games, which cost a record Olympic rights fee of $1.18 billion, are expected to lose at least as much..." wrote Richard Sandomir in The New York Times. "NBC... View Details

Keywords: Success; Profit; Sports; Failure; Television Entertainment; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Vancouver; Beijing; London; Brazil; Russia

February 2003 (Revised June 2003)
Case

Interface's Evergreen Services Agreement

In an attempt to reduce its ecological footprint, Interface Americas, a leading manufacturer of commercial carpet tile, has launched the Evergreen Services Agreement (ESA)--a lease agreement that provides would-be carpet purchasers with comprehensive floor-covering... View Details

Keywords: Business Model; Product; Environmental Sustainability; Innovation and Invention; Leasing; Consumer Products Industry; Houston

September–October 2020
Article

The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections

By: Lingling Zhang and Doug J. Chung

This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign... View Details

Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States

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Forthcoming
Article

The Political Economy of Anti-Bribery Enforcement

By: Lauren Cohen and Bo Li

Using exogenous variation in the timing and geographic location of U.S. Congressional elections, we find that the probability of Foreign Corrupt Practices Act (FCPA) enforcement actions against foreign firms increases significantly preceding senatorial elections,... View Details

Keywords: Bribery; Regulatory Enforcement; Crime and Corruption; Political Elections; Power and Influence; Public Opinion; Geographic Location

July 2020
Supplement

Sesame Workshop (B): Celebrating 50 Years of Helping Kids Grow Smarter, Stronger, and Kinder

By: Rosabeth Moss Kanter and Joyce J. Kim

In 2019, Sesame Workshop celebrated its 50th anniversary while on a winning streak of social impact, innovation, and peak media and financial results. Over the past four years, CEO Jeff Dunn and his turnaround team exhibited values-driven leadership, instituted... View Details

Keywords: Social Impact; Children; Media; Television Entertainment; Education; Innovation and Invention; Change Management; Leadership; Mission and Purpose; Organizational Culture; Media and Broadcasting Industry; Media and Broadcasting Industry

June 2007 (Revised January 2008)
Case

BBC Worldwide: Global Strategy

By: John A. Quelch and Carin-Isabel Knoop

In January 2007, John Smith, chief executive officer of BBC Worldwide (BBC WW), the commercial arm of the British Broadcasting Corporation (BBC), was preparing to meet with his senior managers to discuss BBC WW's global strategy options. BBC WW exploited and exported... View Details

Keywords: Global Strategy; Brands and Branding; Marketing Channels; Expansion; Internet; Media and Broadcasting Industry; Great Britain

September 2010 (Revised January 2014)
Supplement

Aspen Skiing Company (D)

By: Michael W. Toffel and Stephanie van Sice

Having begun improving the environmental performance of its own operations, Aspen Skiing Company is considering "greening" its supply chain and lobbying for greenhouse gas regulations. A world-renowned ski resort vulnerable to global climate change, Aspen's activities... View Details

Keywords: Environmental Sustainability; Supply Chain; Entertainment and Recreation Industry; Sports Industry; Aspen

September 2010 (Revised September 2013)
Supplement

Aspen Skiing Company (C)

By: Michael W. Toffel and Stephanie van Sice

Having begun improving the environmental performance of its own operations, Aspen Skiing Company is considering "greening" its supply chain and lobbying for greenhouse gas regulations. A world renowned ski resort vulnerable to global climate change, Aspen's activities... View Details

Keywords: Environmental Sustainability; Supply Chain; Entertainment and Recreation Industry; Sports Industry; Aspen

December 2014
Supplement

Aspen Skiing Company Video Supplement

By: Michael W. Toffel

Having begun improving the environmental performance of its own operations, Aspen Skiing Company is considering "greening" its supply chain and lobbying for greenhouse gas regulations. A world renowned ski resort vulnerable to global climate change, Aspen's activities... View Details

Keywords: Conflict of Interests; Climate Change; Supply Chain Management; Corporate Social Responsibility and Impact; Environmental Sustainability; Tourism Industry; Entertainment and Recreation Industry; Aspen

August 2020
Teaching Note

Sesame Workshop (B): Celebrating 50 Years of Helping Kids Grow Smarter, Stronger, and Kinder

By: Rosabeth Moss Kanter and Joyce J. Kim

Teaching Note for Case No. 321-015. In 2019, Sesame Workshop celebrated its 50th anniversary while on a winning streak of social impact, innovation, and peak media and financial results. Over the past four years, CEO Jeff Dunn and his turnaround team exhibited... View Details

Keywords: Social Impact; Innovation; Television; Children; Media; Television Entertainment; Education; Innovation and Invention; Change Management; Leadership; Mission and Purpose; Organizational Culture; Media and Broadcasting Industry; Media and Broadcasting Industry

14 Dec 2010
First Look

First Look: Dec. 14

in a country caught in the midst of rapid economic transformation. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/411067-PDF-ENG The NFL's Digital Media Strategy Anita Elberse, Kelsey Calhoun, and Daven JohnsonHarvard Business... View Details

Keywords: Sean Silverthorne

June 2008
Case

Threadless: The Business of Community

By: Karim R. Lakhani and Zahra Kanji

Threadless.com, the online, Chicago-based t-shirt company, was not your typical fashion apparel company. The company, run by Jake Nickell, Jacob DeHart, and Jeffrey Kalmikoff, turned the fashion business on its head by enabling anyone to submit designs for t-shirts and... View Details

Keywords: Business Model; Business Startups; Innovation and Invention; Product Design; Partners and Partnerships; Social and Collaborative Networks; Apparel and Accessories Industry

February 2010 (Revised March 2012)
Case

Harvard Business School Executive Education: Balancing Online and Offline Marketing

By: John A. Deighton and Leora Kornfeld

How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to... View Details

Keywords: Transition; Marketing Strategy; Budgets and Budgeting; Technology Adoption; Digital Marketing; Resource Allocation; Information Technology Industry

October 2000 (Revised November 2000)
Case

New Economy Ethics: YouKnowIt.com

By: Joseph L. Badaracco Jr. and Kim Slack

Entrepreneur Janice Schwartz is hoping to grow her start-up company by creating a technical advisory board and compensating members with discounted company stock. Schwartz is considering six candidates that can help her online education company in a variety of ways: as... View Details

Keywords: Business Startups; Crime and Corruption; Customers; Entrepreneurship; Venture Capital; Governing and Advisory Boards; Media; Networks; Internet

April 2009 (Revised December 2015)
Case

Dot.com: Online Pet Retailing

By: Tom Nicholas and David Chen

From 1995 to 1999, the U.S. experienced a period of tremendous growth in its information technology (IT) sector. The IT industry, although it accounted for less than 10% of the U.S. economy's total output, contributed disproportionately to economic growth. One market... View Details

Keywords: Entrepreneurship; Price Bubble; Growth and Development Strategy; Failure; Competitive Strategy; Online Technology; Retail Industry

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