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      • March 2011 (Revised December 2012)
      • Case

      Demand Media

      By: John Deighton and Leora Kornfeld
      Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details
      Keywords: Business Model; Information Publishing; Consumer Behavior; Customization and Personalization; Internet and the Web; Publishing Industry
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      Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.)
      • Article

      Economic Impacts of Immigration: A Survey

      By: Sari Pekkala Kerr and William R. Kerr
      This paper surveys recent empirical studies on the economic impacts of immigration. The survey first examines the magnitude of immigration as an economic phenomenon in various host countries. The second part deals with the assimilation of immigrant workers into... View Details
      Keywords: Surveys; Corporate Social Responsibility and Impact; Immigration; Economic Systems; Human Capital; Economic Slowdown and Stagnation; Fluctuation; Situation or Environment; Labor and Management Relations; United States; Europe
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      Kerr, Sari Pekkala, and William R. Kerr. "Economic Impacts of Immigration: A Survey." Finnish Economic Papers 24, no. 1 (Spring 2011): 1–32.
      • 2011
      • Working Paper

      The 'IKEA Effect': When Labor Leads to Love

      By: Michael I. Norton, Daniel Mochon and Dan Ariely
      In a series of studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate the boundary conditions for what we term the "IKEA effect&"—the increase in valuation of self-made products. Participants saw their... View Details
      Keywords: Investment; Labor; Resource Allocation; Valuation
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      Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Harvard Business School Working Paper, No. 11-091, March 2011.
      • February 2011 (Revised November 2012)
      • Case

      PatientsLikeMe: An Online Community of Patients

      By: Sunil Gupta and Jason Riis
      PatientsLikeMe (PLM) is an online community where patients share their personal experiences with a disease, find other patients like them, and learn from each other. The company was founded by Jamie and Ben Heywood when their 29-year-old brother was diagnosed with ALS... View Details
      Keywords: Business Startups; Health Disorders; Knowledge Sharing; Growth and Development Strategy; Product Launch; Digital Platforms; Social and Collaborative Networks; Health Industry
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      Gupta, Sunil, and Jason Riis. "PatientsLikeMe: An Online Community of Patients." Harvard Business School Case 511-093, February 2011. (Revised November 2012.)
      • February 2011 (Revised December 2012)
      • Case

      Coca-Cola on Facebook

      By: John Deighton and Leora Kornfeld
      In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details
      Keywords: Change Management; Governance Controls; Policy; Brands and Branding; Marketing Channels; Social and Collaborative Networks; Food and Beverage Industry
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      Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School Case 511-110, February 2011. (Revised December 2012.) (request a courtesy copy.)
      • February 2011 (Revised December 2012)
      • Case

      Porsche: The Cayenne Launch

      By: John Deighton, Jill Avery and Jeffrey Fear
      Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV... View Details
      Keywords: Knowledge Sharing; Knowledge Use and Leverage; Risk Management; Brands and Branding; Product Launch; Product Positioning; Social and Collaborative Networks; Auto Industry
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      Deighton, John, Jill Avery, and Jeffrey Fear. "Porsche: The Cayenne Launch." Harvard Business School Case 511-068, February 2011. (Revised December 2012.) (request a courtesy copy.)
      • February 2011 (Revised June 2014)
      • Teaching Note

      Online Marketing at Big Skinny

      By: Benjamin Edelman and Scott Kominers
      Teaching Note for 911033. View Details
      Keywords: Marketing; Online Advertising
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      Edelman, Benjamin, and Scott Kominers. "Online Marketing at Big Skinny." Harvard Business School Teaching Note 911-034, February 2011. (Revised June 2014.)
      • February 2011 (Revised February 2012)
      • Case

      Online Marketing at Big Skinny

      By: Benjamin Edelman and Scott Duke Kominers
      Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
      Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
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      Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
      • February 2011 (Revised September 2016)
      • Case

      Investcorp and the Moneybookers Bid

      By: Matthew Rhodes-Kropf, Carin-Isabel Knoop and Nori Gerardo Lietz
      In January 2007, Hazem Ben-Gacem, managing director and co-head of Investcorp Technology Partners (ITP), needs to decide what to bid at an auction for Moneybookers Limited, one of the top three e-payment solution providers in Europe. However, approximately 70% of... View Details
      Keywords: Business Startups; Games, Gaming, and Gambling; Private Equity; Investment; Auctions; Bids and Bidding; Valuation; Europe; United States
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      Rhodes-Kropf, Matthew, Carin-Isabel Knoop, and Nori Gerardo Lietz. "Investcorp and the Moneybookers Bid." Harvard Business School Case 811-013, February 2011. (Revised September 2016.)
      • February 2011
      • Case

      oDesk: Changing How the World Works

      By: Boris Groysberg, David A. Thomas and Jennifer M. Tydlaska
      It is 2010, and Gary Swart, CEO of oDesk, is contemplating the next steps for his organization. Founded in 2004 in California, oDesk operates an online marketplace which matches Employers with Contractors. oDesk provides fact-based information on Contractors, including... View Details
      Keywords: Recruitment; Leadership; Growth and Development Strategy; Digital Platforms; Marketplace Matching; Corporate Strategy; Internet and the Web; Consulting Industry
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      Groysberg, Boris, David A. Thomas, and Jennifer M. Tydlaska. "oDesk: Changing How the World Works." Harvard Business School Case 411-078, February 2011.
      • February 2011 (Revised December 2014)
      • Case

      RentJuice

      By: Thomas Eisenmann and Liz Kind
      RentJuice, founded in mid-2008, provided a subscription software service—sold via phone and live online webinars—that allowed real estate professionals like brokers and agents to manage and market rental listings, communicate with clients, and complete transaction... View Details
      Keywords: Renting or Rental; Product Launch; Applications and Software; Property; Business Startups; Salesforce Management; Product Marketing; Real Estate Industry; Information Technology Industry
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      Eisenmann, Thomas, and Liz Kind. "RentJuice." Harvard Business School Case 811-069, February 2011. (Revised December 2014.)
      • January 2011 (Revised April 2012)
      • Case

      BBVA Compass: Marketing Resource Allocation

      By: Sunil Gupta and Joseph Davies-Gavin
      BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing... View Details
      Keywords: Advertising; Resource Allocation; Marketing Channels; Marketing Strategy; Performance Evaluation; Banking Industry; United States
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      Gupta, Sunil, and Joseph Davies-Gavin. "BBVA Compass: Marketing Resource Allocation." Harvard Business School Case 511-096, January 2011. (Revised April 2012.)
      • January 2011
      • Teaching Note

      Online Pet Supply Retailing (TN)

      By: Tom Nicholas
      Teaching Note for 809-117. View Details
      Keywords: Economic Growth; Internet and the Web; Business Startups; Failure; Information Technology; Market Entry and Exit; Decisions; Retail Industry; United States
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      Nicholas, Tom. "Online Pet Supply Retailing (TN)." Harvard Business School Teaching Note 811-066, January 2011.
      • January – February 2011
      • Article

      'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers

      By: Elie Ofek, Zsolt Katona and Miklos Sarvary
      The Internet has increased the flexibility of retailers, allowing them to operate an online arm in addition to their physical stores. The online channel offers potential benefits in selling to customer segments that value the convenience of online shopping, but it also... View Details
      Keywords: Price; Profit; Marketing Channels; Consumer Behavior; Online Technology; Retail Industry
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      Ofek, Elie, Zsolt Katona, and Miklos Sarvary. "'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers." Marketing Science 30, no. 1 (January–February 2011).
      • December 2010
      • Case

      Digital Divide

      By: Sunil Gupta
      In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details
      Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
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      Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.
      • 2010
      • Working Paper

      Agglomerative Forces and Cluster Shapes

      By: William R. Kerr and Scott Duke Kominers
      We model spatial clusters of similar firms. Our model highlights how agglomerative forces lead to localized, individual connections among firms, while interaction costs generate a defined distance over which attraction forces operate. Overlapping firm interactions... View Details
      Keywords: Entrepreneurship; Geographic Location; Patents; Labor; Industry Clusters; Industry Structures; Relationships; Competitive Advantage; Technology Industry; California
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      Kerr, William R., and Scott Duke Kominers. "Agglomerative Forces and Cluster Shapes." Harvard Business School Working Paper, No. 11-061, December 2010.
      • 2010
      • Working Paper

      Marketplace Institutions Related to the Timing of Transactions

      By: Alvin E. Roth
      This paper describes the unraveling of transaction dates in several markets, including the labor markets for new lawyers hired by large law firms and for gastroenterology fellows, and the market for post-season college football bowls. Together these will illustrate... View Details
      Keywords: Talent and Talent Management; Market Timing; Market Transactions; Marketplace Matching; Competitive Strategy
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      Roth, Alvin E. "Marketplace Institutions Related to the Timing of Transactions." NBER Working Paper Series, No. 16556, November 2010.
      • June 2010
      • Article

      What Causes Industry Agglomeration? Evidence from Coagglomeration Patterns

      By: Glenn Ellison, Edward Glaeser and William R. Kerr
      Why do firms cluster near one another? We test Marshall's theories of industrial agglomeration by examining which industries locate near one another, or coagglomerate. We construct pairwise coagglomeration indices for US manufacturing industries from the Economic... View Details
      Keywords: Production; Economics; Industry Clusters; Analytics and Data Science; Labor; Theory; Goods and Commodities; United States; United Kingdom
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      Ellison, Glenn, Edward Glaeser, and William R. Kerr. "What Causes Industry Agglomeration? Evidence from Coagglomeration Patterns." American Economic Review 100, no. 3 (June 2010): 1195–1213.
      • May 2010
      • Article

      Bye Bye Bundles: The Unbundling of Music in Digital Channels

      By: Anita Elberse
      Fueled by digital distribution, unbundling is prevalent in many information industries. What is the effect of this unbundling on sales? And what bundle characteristics drive this effect? I empirically examine these questions in the context of the music industry, using... View Details
      Keywords: Unbundling; Bundling; Digital Distribution; System-of-equations Modeling; Sales; Distribution Channels; Framework; Mathematical Methods; Revenue; Reputation; Internet and the Web; System; E-commerce; Information Industry; Music Industry
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      Elberse, Anita. "Bye Bye Bundles: The Unbundling of Music in Digital Channels." Journal of Marketing 74, no. 3 (May 2010): 107–123.
      • 2010
      • Working Paper

      Unraveling Results from Comparable Demand and Supply: An Experimental Investigation

      By: Muriel Niederle, Alvin E. Roth and M. Utku Unver
      Markets sometimes unravel, with offers becoming inefficiently early. Often this is attributed to competition arising from an imbalance of demand and supply, typically excess demand for workers. However this presents a puzzle, since unraveling can only occur when firms... View Details
      Keywords: Labor; Marketplace Matching; Quality; Competition; Balance and Stability
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      Niederle, Muriel, Alvin E. Roth, and M. Utku Unver. "Unraveling Results from Comparable Demand and Supply: An Experimental Investigation." Harvard Business School Working Paper, No. 10-095, May 2010.
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