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  • September–October 2023
  • Article

Building Brand Engagement: Lessons from NFTs and Collectibles

By: Frank V. Cespedes and Ben Plomion
The financial hype about Non-Fungible Tokens (NFTs) has cooled considerably since trading in that market went from more than $780 million on May 1, 2022 to less than $295 million for the entire month of May, 2023. But brands launch marketing campaigns in this medium,... View Details
Keywords: Opportunities; Digital Strategy; Brands and Branding; Marketing Strategy
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  • September 2017
  • Case

Tencent

By: John R. Wells and Gabriel Ellsworth
Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking service provider with several of the... View Details
Keywords: Tencent; Tencent Holdings; WeChat; Social Networking; Social Networks; Gaming; Gaming Industry; Video Games; Computer Games; Mobile Gaming; Portals; Payments; Mobile Payments; O2O; Online-to-offline; E-commerce; Messaging; Subscription Model; Freemium; Mobile App Industry; Smartphone; PC; Monetization Strategy; Antitrust; Streaming; Cloud Computing; Artificial Intelligence; Big Data; Alibaba; Facebook; JD.com; Tesla; Bundling; Synergies; Digital Strategy; Imitation; Licensing; Agility; Entry Barriers; Online Platforms; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Units; Business Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; Profit; Revenue; Geographic Scope; Cross-Cultural and Cross-Border Issues; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Business History; Innovation Strategy; Technological Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Product Positioning; Social Marketing; Network Effects; Emerging Markets; Market Entry and Exit; Digital Platforms; Industry Growth; Monopoly; Media; Distribution Channels; Product Development; Service Delivery; Organizational Change and Adaptation; Organizational Structure; Public Ownership; Problems and Challenges; Business and Government Relations; Groups and Teams; Networks; Opportunities; Social and Collaborative Networks; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Cooperation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Vertical Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Information Infrastructure; Digital Platforms; Internet and the Web; Mobile and Wireless Technology; Value Creation; Communications Industry; Entertainment and Recreation Industry; Financial Services Industry; Information Industry; Information Technology Industry; Media and Broadcasting Industry; Motion Pictures and Video Industry; Music Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; Web Services Industry; Asia; China; Canton (province, China)
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  • 01 Mar 2019
  • News

Required Reading: The Keys for Unlocking the Customer Value Chain

  • February 2024 (Revised April 2024)
  • Case

Uniswap: Fighting a Vampire Attack (A)

By: Shikhar Ghosh, Shweta Bagai and Liang Wu
This is the first of a three-case series that explores the challenges faced by Uniswap, a key player in the decentralized finance (DeFi) sector. Founded by Hayden Adams, the case traces Uniswap's rapid growth from a simple idea inspired by a Reddit post to becoming one... View Details
Keywords: Blockchain; Cryptocurrency; Crypto Economy; Community; Decentralization; Decentralized Exchange; Decentralized Finance; Open Platforms; Open-source Innovation; Market Distruption; Stablecoin; Vampire Attack; Web3; Token; Digital Platforms; Entrepreneurship; Governance; Technological Innovation; Competitive Strategy; Financial Liquidity; Financial Services Industry; Technology Industry; United States
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  • July 2022
  • Case

boAt Lifestyle

By: Rajiv Lal and Kairavi Dey
boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales... View Details
Keywords: Marketing; Brands and Branding; Initial Public Offering; Digital Marketing; Product Development; Product Marketing; Business or Company Management; Electronics Industry; Consumer Products Industry; Web Services Industry; Asia; India
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    The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

    A Harvard Business School professor and a16z crypto research partner and a career marketer and Web3 entrepreneur demystify the coming digital revolution, showing how NFTs will transform our online and offline... View Details

      Felix Oberholzer-Gee

      Felix Oberholzer-Gee is the Andreas Andresen Professor of Business Administration at Harvard Business School. An award-winning instructor, his academic work and consulting are focused on competitive strategy and the effects of digital technology on corporate... View Details

      Keywords: media; professional services; manufacturing; advertising
      • September 2016
      • Teaching Note

      Apple Pay

      By: Shelle Santana and Sunil Gupta
      Keywords: Technology; Digital Services And Strategy; Launch; Mobile; Mobile Payments; Apple; Payments; Smartphone; Apple Pay; Eddy Cue; Jennifer Bailey; iOS; Iphone; Marketing; Product; Mobile and Wireless Technology; Product Launch; Finance; Credit Cards; United States; United Kingdom
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      • Research Summary

      Research Questions

      By: Anita Elberse

      One overarching question drives my research: What are effective marketing strategies for managers in creative industries?

      I focus on three sub-questions:

      1. How can managers in creative industries effectively manage products and product... View Details
      • September 2023
      • Case

      Healthy.io: The Negotiation for the Medical Selfie

      By: Amit Goldenberg and Kumba Sennaar
      Healthy.io, an Israeli digital health company, prepares to enter the U.S. market with its chronic kidney disease test. A product safety approval is delayed, putting the company’s cash runway at risk. How should the CEO negotiate his offer to insurance companies ahead... View Details
      Keywords: Negotiation; Entrepreneurship; Venture Capital; Operations; Business Startups; Market Entry and Exit; Health Industry; Israel; United Kingdom; United States
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      • October 2010 (Revised January 2012)
      • Background Note

      Book Publishing in 2010

      By: Stephen P. Bradley and Nancy Bartlett
      Legacy book publishers wrangled with ebook retailers over royalty rates, release strategy, and distribution rights as customer demand for cheaper ebooks eroded publishers' profitable print formats. E-readers like Kindle, as well as Apple's iPad that invigorated the... View Details
      Keywords: Price; Information Publishing; Books; Disruptive Innovation; Demand and Consumers; Distribution; Strategy; Information Technology; Internet and the Web; Publishing Industry
      Related
      • 2024
      • Book

      The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

      By: Steve Kaczynski and Scott Duke Kominers
      We demystify the coming digital revolution, showing how NFTs will transform our online and offline interactions.

      NFTs aren’t just pictures on the internet, or a fad that has come and gone. Rather, they’re a new technology for creating digital assets and... View Details
      Keywords: Economic Systems; Microeconomics; Entrepreneurship; Cultural Entrepreneurship; Information Technology; Innovation and Invention; Innovation Strategy; Digital Platforms; Digital Strategy; Digital Transformation; Internet and the Web; Technology Adoption; Marketing; Marketing Strategy; Product Marketing; Product Positioning; Markets; E-commerce; Market Design; Value; Customer Value and Value Chain; Collaborative Innovation and Invention; Innovation and Management; Organizational Structure; Customer Ownership; Ownership; Advertising Industry; Communications Industry; Computer Industry; Consumer Products Industry; Fashion Industry; Information Technology Industry; Media and Broadcasting Industry; Technology Industry; Web Services Industry
      Related
      • 09 Nov 2015
      • News

      On Screens and in Windows, Lowe’s Gives (and Gives, and Gives) How-To Help

      • February 2009 (Revised September 2011)
      • Case

      Big Spaceship: Ready to Go Big?

      By: Boris Groysberg and Michael Slind
      Big Spaceship, a digital marketing agency, faced a rather big challenge: How to scale the distinctive culture that was essential to its competitive strategy? Renowned for the cutting-edge websites that it developed to market major Hollywood movies and leading consumer... View Details
      Keywords: Entrepreneurship; Innovation and Management; Human Capital; Growth and Development Strategy; Marketing; Organizational Culture; Organizational Design; Groups and Teams; Competitive Strategy; Value Creation
      Related
      • 21 Jun 2007
      • Working Paper Summaries

      Merchant or Two-Sided Platform?

      Keywords: by Andrei Hagiu; Technology
      • November 2022 (Revised June 2023)
      • Case

      UGG Steps into the Metaverse

      By: Shunyuan Zhang, Sharon Joseph, Sunil Gupta and Julia Kelley
      In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized,... View Details
      Keywords: Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Fashion Industry; Information Technology Industry; United States
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        Byju’s The Learning App

        BYJU’S The Learning App (BYJU’s) is India’s largest K-12 education app with approximately 300,000 annual paid subscribers. The mobile app uses a mix of video lessons and interactive tools to personalize learning for every student. Although there is room to grow... View Details
        • 18 Oct 2010
        • News

        Honorable Mention

        • 02 Aug 2020
        • What Do You Think?

        Is the 'Experimentation Organization' Becoming the Competitive Gold Standard?

        Korrawin SUMMING UP Will Digital Experimentation Take Hold in Industies Outside High Tech? The several responses to this month’s column generally were favorable to the notion that experimentation is gaining momentum as an everyday habit... View Details
        Keywords: by James Heskett; Technology
        • Article

        How NFTs Create Value

        By: Steve Kaczynski and Scott Duke Kominers
        How much could a cluster of pixels possibly be worth? More pointedly, why is it worth anything at all? The explosion of NFTs and their accompanying marketplaces have left many baffled, incredulous, and deeply skeptical. But while NFTs may be fetching eye-popping,... View Details
        Keywords: Technological And Scientific Innovation; Crypto Economy; Blockchain; Technological Innovation; Currency; Technology Adoption; Digital Transformation
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