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  • October 2007 (Revised March 2008)
  • Case

Dove: Evolution of a Brand

By: John A. Deighton
Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the... View Details
Keywords: History; Expansion; Marketing Strategy; Social Marketing; Digital Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry
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  • June 2011 (Revised June 2012)
  • Case

Sephora Direct: Investing in Social Media, Video, and Mobile

By: Elie Ofek and Alison Berkley Wagonfeld
Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
Keywords: History; Leadership; Marketing Strategy; Marketing; Emerging Markets; Investment Return; Investment Funds; Budgets and Budgeting
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  • News

Arianna Huffington Leads Crusade to Deal With Uber’s Scandals

  • 05 Apr 2017
  • News

Arianna Huffington Leads Crusade to Deal With Uber's Scandals

  • March 2021
  • Supplement

Sky Deutschland - Bidding for Sports Rights (B)

By: Felix Oberholzer-Gee, Sascha L. Schmidt and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details
Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Media and Broadcasting Industry; Media and Broadcasting Industry; Germany
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  • September 1998 (Revised April 2002)
  • Case

ECM Group: Improving Global Marketing Productivity

Associated Foods is considering a proposed program barter deal submitted by media consultancy ECM, along with other proposals to improve marketing expenditure productivity. This case allows calculation of the quantitative as well as the qualitative issues. View Details
Keywords: Marketing Strategy; Media; Marketing Channels; Globalization; Food and Beverage Industry
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  • January 2014 (Revised January 2015)
  • Case

Reinventing Adobe

By: Sunil Gupta and Lauren Barley
By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative... View Details
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  • Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
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  • October 2018
  • Case

The Drone Racing League: Building the Sport of the Future

By: Robert F. Higgins and James Barnett
Drone Racing League (DRL) sees itself as the world’s preeminent professional drone racing league. The company is in its third season of racing and is focused on future seasons and the negotiation of a new media agreement. How should the company proceed? View Details
Keywords: Drones; Racing; Sports; Entrepreneurship; Media; Strategic Planning; Sports Industry
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  • 07 Feb 2015
  • News

Providence Housing Authority turns 75

  • 14 Aug 2008
  • News

What the Olympics Means for China, IT

  • March 2021
  • Case

Sky Deutschland - Bidding for Sports Rights (A)

By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In... View Details
Keywords: Sports; Entertainment; Television Entertainment; Intellectual Property; Auctions; Bids and Bidding; Media and Broadcasting Industry; Media and Broadcasting Industry; Germany
Related
  • July 2007 (Revised March 2008)
  • Case

ABRY Fund V

By: Nabil N. El-Hage, Richard S. Ruback and Leslie Pierson
In January 2006, Andrew Banks and Royce Yudkoff were considering raising a 5th fund for their media-focused private equity firm, ABRY Partners. ABRY had a strong track record that the co-founders attributed to their group's deep knowledge of the media industry and... View Details
Keywords: Cooperative Ownership; Venture Capital; Customer Relationship Management; Asset Management; Private Equity; Judgments; Competitive Strategy; Media; Corporate Finance; Media and Broadcasting Industry; Media and Broadcasting Industry
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    Elie Ofek

    Elie Ofek is a Professor in the Marketing unit at the Harvard Business School. Professor Ofek's research focuses on new product strategies in technology-driven business environments as well as in consumer-oriented companies in general. He explores interactions... View Details

    Keywords: media; media; media; media
    • 18 May 2015
    • Research & Ideas

    Advertisers Get Serious About Playing With Their Brands

    design, hit it out of the ballpark. The roast beef chain tweeted Williams a message during the live broadcast:   By the next morning, the tweet garnered 75,000 retweets, more than 40,000 favorites, and high-profile media coverage.... View Details
    Keywords: by Dina Gerdeman; Advertising
    • May 2025
    • Case

    The Future of the BBC: Public Ownership vs. Privatization

    By: Henry McGee
    With viewership of the British Broadcasting Company (BBC) in decline, the country’s Culture Minister must recommend a new funding model for the venerated public institution which will allow the broadcaster to succeed in an increasingly competitive media environment. View Details
    Keywords: Television Entertainment; Cooperative Ownership; State Ownership; Privatization; Public Ownership; Competition; Business Model; Media and Broadcasting Industry; United Kingdom
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    • April 1990 (Revised April 1992)
    • Supplement

    Ad Council's AIDS Campaign (B): Program Adoption

    By: V. Kasturi Rangan and Janet Montgomery
    The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. View Details
    Keywords: Health Disorders; Advertising Campaigns; Advertising Industry
    Related
    • 27 May 2015
    • News

    Companies ignore ‘customer avengers’ at their peril

    • 20 Oct 2014
    • Research & Ideas

    Users Love Ello, But What’s the Business Model?

    that social media users are increasingly attracted to the idea of such a model. But funding it without advertising's help won't be easy. Two digital marketing experts, Harvard Business School professors John Deighton, the Harold M.... View Details
    Keywords: Re: John A. Deighton & Sunil Gupta; Publishing; Financial Services
    • 28 Nov 2016
    • News

    Digital Change: Lessons from the Newspaper Industry