Marketing Communication - Publications - Faculty & Research - Harvard Business School

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July 2001 (Revised March 2002)
Case

Nasdaq Stock Market, Inc., The

By: Andre F. Perold and Austin K Scee

NASDAQ's mission "to facilitate capital formation" is threatened by the emergence of Electronic Communication Networks, which are not as heavily regulated by the SEC. This case reviews the development of NASDAQ and its evolution from a loose network of broker-dealers... View Details

Keywords: Capital Markets; Stocks; Financial Markets; Governing Rules, Regulations, and Reforms; Innovation Strategy; Performance Efficiency; Perspective

February 1994 (Revised July 2008)
Case

Banc One Corporation: Asset and Liability Management

By: Benjamin C. Esty, Peter Tufano and Jon Headley

Banc One's share price has been falling recently due to analyst and investor concern over the bank's heavy use of interest rate derivatives. Dick Lodge, chief investment officer in charge of the bank's investment and derivative portfolio, must recommend to the CEO a... View Details

Keywords: Credit Derivatives and Swaps; Financial Management; Interest Rates; Investment Portfolio; Governance Controls; Risk Management; Banking Industry

February 2024
Case

Oak Street Health: From Start-up to Strategic Acquisition

By: Leemore S. Dafny and Thomas H. Lee

Oak Street Health opened its first primary care center for seniors in underserved communities in 2013. By 2022 the company had 169 centers and a market valuation exceeding $10 billion. Oak Street created value by accepting risk-adjusted, capitated payments for Medicare... View Details

Keywords: Value Creation; Mergers and Acquisitions; Business Strategy; Health Industry

May 2004 (Revised March 2005)
Case

Instant Messaging

By: David B. Yoffie and Deborah Freier

Explores the usage and technology of instant messaging (IM). IM enables two or more users to communicate almost instantaneously over the Internet with short, private text messages. Most IM service providers chose to remain proprietary and, therefore, a user of most IM... View Details

Keywords: Network Effects; Standards; Communication Technology; Mobile and Wireless Technology; Internet and the Web; Web Services Industry

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Sunil Gupta

Co-Chair, Driving Digital Strategy

Sunil Gupta is the Edward W. Carter Professor of Business Administration and co-chair of the executive program on Driving... View Details

Keywords: communications; communications; communications; communications; communications; communications; communications; communications; communications

November 2003 (Revised March 2004)
Case

Teledesic (Abridged)

By: Thomas R. Eisenmann

Describes plans for a failed project that proposed the use of 288 satellites to deliver high-speed data communications services anywhere in the world. View Details

Keywords: Communication Technology; Network Effects; Failure; Information Technology Industry; Telecommunications Industry

November 2019
Case

Chief: Role for Carolyn Childers

By: Katherine B. Coffman, Jeffrey J. Bussgang, Kathleen L. McGinn, Katherine Chen and Julia Kelley

In 2018, Carolyn Childers is preparing to launch Chief, a New York-based peer network for women executives, and must decide whether to bring on a co-founder. After becoming the senior vice president of operations at her previous company, Childers was inspired to build... View Details

Keywords: Networking; Founders; Entrepreneurship; Networks; Negotiation

April 2021
Case

The Clean Network and the Future of Global Technology Competition

By: Meg Rithmire and Courtney Han

In May 2019, amidst of an ever-worsening trade war between the U.S. and China, President Donald Trump added Chinese telecom giant Huawei to the Department of Commerce’s “entity list,” essentially forbidding American firms from doing business with the company. Huawei,... View Details

Keywords: 5G; Telecommunications; Information Technology; Internet and the Web; Mobile and Wireless Technology; Trade; Competition; International Relations; Telecommunications Industry; China

05 Mar 2009
What Do You Think?

How Frank or Deceptive Should Leaders Be?

Sharon Richmond pointed out that, "Because 'trust' is elusive Leaders must always be mindful of their context and audience, and communicate accordingly." And Phil Clark reminded us that "Transparency without context is... View Details

Keywords: by Jim Heskett

07 May 2018
News

Columbus Bookstores Have Independent Spirit

April 2005 (Revised March 2007)
Case

eAccess, Ltd.

By: Thomas R. Eisenmann, Masako Egawa and Ariko Ota

The managers of eAccess, Japan's third largest provider of digital subscriber line (DSL) service, must decide whether to enter the mobile communications business. Japan's mobile services are among the world's most expensive, and incumbent carriers' profits are high. To... View Details

Keywords: Information Infrastructure; Diversification; Policy; Business Startups; Mobile and Wireless Technology; Communications Industry; Communications Industry; Japan

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19 Mar 2014
Research & Ideas

A Brand Manager’s Guide to Losing Control

charge of public discussions about the brands they use. And while marketers have tried to take part, they've had to face the fact that social media platforms are primarily meant for conversations among consumers, not for one-way brand... View Details

Keywords: by Carmen Nobel; Advertising

July 2008 (Revised February 2009)
Supplement

(PRODUCT) RED (B)

By: Youngme E. Moon, Michael I. Norton and David Chen

Updates the (PRODUCT) RED (A) case through early 2008, including announcements of new partner relationships (with Hallmark, Microsoft, and Dell) as well as new communications initiatives. View Details

Keywords: Communication; Brands and Branding; Marketing Strategy; Social Marketing; Partners and Partnerships; Social Enterprise; Africa

May 2022
Case

Maestro Pizza: Coming in Hot!

By: Ramon Casadesus-Masanell and Fares Khrais

Maestro Pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of... View Details

November 2000 (Revised October 2005)
Case

TiVo

TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product... View Details

Keywords: Marketing Communications; Product Launch; Television Entertainment; Innovation and Invention; Electronics Industry

November 1992 (Revised May 1993)
Case

American Mobile Satellite Corporation

By: Frank V. Cespedes and Laura Goode

American Mobile Satellite Corp. (AMSC) has a license to provide wireless mobile communications via satellite throughout the United States and 200 miles of coastal waters. The first satellite launch is scheduled for 1994 and, in the interim, AMSC is providing limited... View Details

Keywords: Wireless Technology; Decisions; Distribution Channels; Marketing Strategy; Product Development; Sales; Emerging Markets; Resource Allocation; Performance Capacity; Communications Industry; Communications Industry; United States

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2007
Book

Perspectives on Risk and Regulation: The FDA at 100

By: Arthur A. Daemmrich and Joanna Radin

Perspectives on Risk and Regulation: The FDA at 100 brings together the viewpoints of Food and Drug Administration officials and industry leaders on the future of regulating food, drugs, medical devices, and dietary supplements. In a period of rapid scientific... View Details

Keywords: Private Sector; Governing Rules, Regulations, and Reforms; Policy; Health Care and Treatment; Business and Government Relations; Risk and Uncertainty; Cooperation

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October 2003 (Revised March 2004)
Case

Symbian: Setting the Mobility Standard

By: Fernando F. Suarez and Thomas R. Eisenmann

Symbian, a joint venture owned by companies who collectively sold a dominant share of the world's cell phones, faced competition from Microsoft in developing the operating system for "smartphones," which integrated mobile communications and computing functions. In... View Details

Keywords: Competition; Joint Ventures; Information Technology; Software; Wireless Technology; Mobile Technology; Information Technology Industry; Telecommunications Industry

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2020
Working Paper

Reinventing Retail: The Novel Resurgence of Independent Bookstores

By: Ryan Raffaelli

This study examines how community-based brick-and-mortar retailers can achieve sustained market growth in the face of online and big box retail competition. The appearance of Amazon.com in 1995 led to a significant decline in the number of independent bookstores in the... View Details

Keywords: Bookstores; Competitive Strategy; Business and Community Relations; Customization and Personalization; Growth and Development; Retail Industry; United States

2012
Chapter

Knowledge-based Innovation: Emergence and Embedding of New Practice Areas in Management Consulting Firms

By: Heidi K. Gardner, N. Anand and Tim Morris

How do innovative knowledge-based structures emerge and become embedded in organizations? We drew on theories of knowledge-intensive firms, communities of practice, and professional service firms to analyze multiple cases of new practice area creation in management... View Details

Keywords: Competency and Skills; Innovation and Invention; Knowledge; Organizations; Practice; Mathematical Methods; Consulting Industry

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