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      Digital StrategyRemove Digital Strategy →

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      • January 2014 (Revised June 2014)
      • Supplement

      Dumb Ways To Die: Advertising Train Safety (C)

      By: John Quelch
      The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details
      Keywords: Marketing; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Transportation Industry; Oceania; Europe
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      Quelch, John. "Dumb Ways To Die: Advertising Train Safety (C)." Harvard Business School Supplement 514-081, January 2014. (Revised June 2014.)
      • January 2014
      • Case

      The Weather Company

      By: Rosabeth Moss Kanter
      New CEO David Kenny transformed The Weather Company in less than two years from a primary identity as a cable television channel to a multi-platform digital company innovating in the uses of weather data. He assesses progress and considers strategic choices and... View Details
      Keywords: Innovation; Strategy; Strategic Change; Change Management; Expansion; Weather; Growth and Development Strategy; Innovation and Invention; Technology Industry
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      Kanter, Rosabeth Moss. "The Weather Company." Harvard Business School Case 314-083, January 2014.
      • 2014
      • Case

      Yonyou 2013

      By: F. Warren McFarlan, Zheng Xiaoming and Ziqian Zhao
      The case describes how a leading Chinese management software provider Yonyou (formerly known as "UFIDA") disrupted its value chain-based business model to transform itself into a platform provider. The case describes Yonyou's past success, the market forces and... View Details
      Keywords: Business Models; ERP; Platforms; Strategy; Transformations; China; Information Technology; Applications and Software; Digital Platforms; China
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      McFarlan, F. Warren, Zheng Xiaoming, and Ziqian Zhao. "Yonyou 2013." Tsinghua University Case, 2014.
      • October 2013 (Revised July 2025)
      • Teaching Note

      Amazon in 2025

      By: Sunil Gupta
      Amazon launched its website in July 1995 to sell books online and by 2020 it has grown to become a digital giant with over $280 billion in annual sales. A large part of its growth came from expanding into a variety of businesses that some see as unrelated. Has it... View Details
      Keywords: Internet and the Web; Marketing Strategy; Competitive Advantage; Business Model; Competitive Strategy; Growth and Development Strategy; Retail Industry
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      Gupta, Sunil. "Amazon in 2025." Harvard Business School Teaching Note 514-056, October 2013. (Revised July 2025.)
      • 2013
      • Book

      Blockbusters: Hit-making, Risk-taking, and the Big Business of Entertainment

      By: Anita Elberse
      What's behind the phenomenal success of entertainment businesses such as Warner Bros., Marvel Enterprises, and the NFL—along with such stars as Jay-Z, Lady Gaga, and LeBron James? Which strategies give leaders in film, television, music, publishing, and sports an edge... View Details
      Keywords: Entertainment; Business; Strategy; Media; Digital Technology; Blockbuster; Superstar; Film; Television; Music; Publishing; Performing Arts; Nightlife; Risk and Uncertainty; Information Technology; Marketing Strategy; Music Entertainment; Success; Sports; Business Strategy; Film Entertainment; Television Entertainment; Music Industry; Fine Arts Industry; Entertainment and Recreation Industry; Publishing Industry
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      Elberse, Anita. Blockbusters: Hit-making, Risk-taking, and the Big Business of Entertainment. New York: Henry Holt and Co., 2013.
      • October 2013
      • Article

      Ad Revenue and Content Commercialization: Evidence from Blogs

      By: Monic Sun and Feng Zhu
      Many scholars argue that when incentivized by ad revenue, content providers are more likely to tailor their content to attract "eyeballs," and as a result, popular content may be excessively supplied. We empirically test this prediction by taking advantage of the... View Details
      Keywords: Ad-sponsored Business Models; Media Content; Blog; Revenue Sharing; User-generated Content; Platform-based Markets; Blogs; Business Model; Digital Platforms; Commercialization; Digital Marketing
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      Sun, Monic, and Feng Zhu. "Ad Revenue and Content Commercialization: Evidence from Blogs." Management Science 59, no. 10 (October 2013): 2314–2331.
      • September 2013
      • Case

      Advanced Leadership Pathways: David Weinstein and Write the World

      By: Rosabeth Moss Kanter, Juliane Calingo Schwetz and Patricia Bissett Higgins
      David Weinstein, a lawyer and former Chief Administrative Officer of mutual fund giant Fidelity Investments, launched Write the World, a proprietary online platform that included a writing curriculum, essay prompts in distinct subject matter, and access to expert... View Details
      Keywords: Digital Platforms; Internet and the Web; Expansion; Social Entrepreneurship; Education; Business Startups; Philanthropy and Charitable Giving
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      Kanter, Rosabeth Moss, Juliane Calingo Schwetz, and Patricia Bissett Higgins. "Advanced Leadership Pathways: David Weinstein and Write the World." Harvard Business School Case 314-030, September 2013.
      • August 2013 (Revised October 2013)
      • Case

      Modern Family Planning: The Business of Circle Surrogacy

      By: Ramon Casadesus-Masanell and Blake Landro
      The business of surrogacy, a boutique practice with client costs upwards of $100,000, allowed couples and individuals from a variety of backgrounds, ages, and sexual orientations to build families. This case examines Circle Surrogacy (CS), one of the premier surrogacy... View Details
      Keywords: Family Planning; Platform; Competitive Advantage; Law; Globalization; Competitive Strategy; Digital Platforms; United States; Ukraine
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      Casadesus-Masanell, Ramon, and Blake Landro. "Modern Family Planning: The Business of Circle Surrogacy." Harvard Business School Case 714-418, August 2013. (Revised October 2013.)
      • August 2013 (Revised July 2025)
      • Case

      Amazon in 2025

      By: Sunil Gupta and Margaret L. Rodriguez
      Amazon launched its website in July 1995 to sell books online and by 2020 it has grown to become a digital giant with over $280 billion in annual sales. A large part of its growth came from expanding into a variety of businesses that some see as unrelated. Has it... View Details
      Keywords: Platforms; Complements; Showrooming; Ecosystem; Growth Strategy; Competitive Advantage; Network Effects; Internet and the Web; Business Model; Competitive Strategy; Growth and Development Strategy; Digital Platforms; Retail Industry; Publishing Industry
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      Gupta, Sunil, and Margaret L. Rodriguez. "Amazon in 2025." Harvard Business School Case 514-025, August 2013. (Revised July 2025.)
      • August 2013
      • Technical Note

      Raising the Level of Abstraction

      By: Willy Shih
      This technical note discusses abstraction as a way of generalizing a process or component for wider application. By hiding complexity inside a module, abstraction enables system designers to think at a higher level. This lowers entry barriers to using (and reusing) a... View Details
      Keywords: Abstraction; Modularity; Commercialization; Information Technology; Information Infrastructure; Information Technology; Applications and Software; Digital Platforms; United States; Asia; Europe
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      Shih, Willy. "Raising the Level of Abstraction." Harvard Business School Technical Note 614-019, August 2013.
      • June 2013 (Revised August 2013)
      • Case

      AVA.ph: Growing a Filipino E-Commerce Company

      By: William R. Kerr and Henry Motte-Munoz
      AVA is a three-year old e-commerce company in the Philippines. From its early start mimicking the Gilt Groupe concept of online flash sales, the company has grown into a broader e-commerce platform for local fashion commerce. Oliver Segovia needs to evaluate where AVA... View Details
      Keywords: Digital Platforms; Business Growth and Maturation; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Fashion Industry; Retail Industry; Philippines
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      Kerr, William R., and Henry Motte-Munoz. "AVA.ph: Growing a Filipino E-Commerce Company." Harvard Business School Case 813-188, June 2013. (Revised August 2013.)
      • 2013
      • Dissertation

      Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics

      By: Clarence Lee, Vineet Kumar and Sunil Gupta
      Abstract. Over the past decade "freemium" (free + premium) has become the dominant business model among internet start-ups for its ability to acquire and monetize a large install-base with limited marketing resources. Freemium is a hybrid strategy where a firm offers... View Details
      Keywords: Discrete-Continuous Choice Dynamic Structural Models; Bayesian Estimation; Word-of-Mouth; Digital Services; Freemium; Entrepreneurship; Business Model; Motivation and Incentives; Marketing Strategy; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Business Startups
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      Lee, Clarence, Vineet Kumar, and Sunil Gupta. "Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics." Diss., Harvard Business School, 2013. (Job Market Paper.)
      • March 2013
      • Case

      Grupo ABC and Nizan Guanaes's Path from Brazil to the World

      By: Rosabeth Moss Kanter, Gustavo Herrero and Ricardo Reisen De Pinho
      Internationally recognized Brazilian Nizan Guanaes, co-founder of Grupo ABC, a rapidly growing global advertising firm ranked 18th in 2011, had aspirations to be in the top 10 by 2015. Grupo ABC thrived by identifying national (Brazilian) challenges and incorporating... View Details
      Keywords: Management; Global Business; Advertising Agency; Opportunities; Globalized Firms and Management; Advertising; Global Strategy; Business Strategy; Digital Marketing; Advertising Industry; Brazil
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      Kanter, Rosabeth Moss, Gustavo Herrero, and Ricardo Reisen De Pinho. "Grupo ABC and Nizan Guanaes's Path from Brazil to the World." Harvard Business School Case 313-095, March 2013.
      • March 2013 (Revised April 2014)
      • Case

      Barnes & Noble: Managing the E-Book Revolution

      By: Alan MacCormack, Brian Kimball Dunn and Chris F. Kemerer
      The case describes competition in the market for E-Books, and Barnes & Noble's Strategy in this industry. As a traditional retailer, B&N was challenged by the introduction of digital technologies that allow books to be published, distributed and sold to consumers... View Details
      Keywords: Innovation; Technology Strategy; Platform Competition; Innovation Strategy; Information Technology; Product Development; Digital Platforms; Standards; Disruptive Innovation; Retail Industry; Publishing Industry; North America
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      MacCormack, Alan, Brian Kimball Dunn, and Chris F. Kemerer. "Barnes & Noble: Managing the E-Book Revolution." Harvard Business School Case 613-073, March 2013. (Revised April 2014.)
      • February 2013
      • Article

      Digitization, Innovation, and Copyright: What Is the Agenda?

      By: Shane Greenstein, Josh Lerner and Scott Stern
      This essay discusses the need for research on the consequences of digitization, as well as the impact of alternative policies governing the creation and use of digital information. This agenda focuses on the development of research to investigate the economics of... View Details
      Keywords: Information Technology; Research; Copyright; Information Management; Innovation and Invention
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      Greenstein, Shane, Josh Lerner, and Scott Stern. "Digitization, Innovation, and Copyright: What Is the Agenda?" Strategic Organization 11, no. 1 (February 2013): 110–121.
      • December 2012 (Revised October 2022)
      • Case

      Plastiq

      By: Jeffrey J. Bussgang, Gaurav Jain, Liroy Haddad, Luke Langford and Matt Noble
      The young CEO of a venture-backed startup needs to figure out his go to market strategy and the right profile for his first key sales hires. Should he develop partnerships with channels that would provide leverage or build out a direct sales force? And should the sales... View Details
      Keywords: Payments; Sales; Channels; Credit Cards; Digital Platforms; Selection and Staffing; Cost vs Benefits; Salesforce Management; Marketing Channels; Business Startups; Business Strategy; Marketing Strategy; Partners and Partnerships; Management Systems
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      Bussgang, Jeffrey J., Gaurav Jain, Liroy Haddad, Luke Langford, and Matt Noble. "Plastiq." Harvard Business School Case 813-125, December 2012. (Revised October 2022.)
      • December 2012 (Revised April 2025)
      • Case

      AmTran Technology Ltd.

      By: Willy Shih, Jyun-Cheng Wang and Karen E. Robinson
      As an original design manufacturer (ODM) of television sets and leading supplier to Vizio, a market leader in the U.S. for LCD flat panel TVs, AmTran Technology Ltd. uses what founder Alpha Wu describes as a "WE" model in which western companies perform sales,... View Details
      Keywords: Modularity; Technology Transitions; Analog; Digital; Television; TV; Flat-panel; ATSC; NTSC; Video; Global Strategy; Innovation and Management; Innovation Leadership; Innovation Strategy; Technological Innovation; Growth and Development Strategy; Product Development; Product Design; Supply Chain; Business Strategy; Competitive Strategy; Technology Adoption; Digital Platforms; Electronics Industry; Taiwan; United States; Japan
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      Shih, Willy, Jyun-Cheng Wang, and Karen E. Robinson. "AmTran Technology Ltd." Harvard Business School Case 613-069, December 2012. (Revised April 2025.)
      • December 2012 (Revised September 2022)
      • Case

      BabbaCo

      By: Jeffrey J. Bussgang and Gaurav Jain
      Having just raised a Series B financing, the case protagonist is faced with a tough decision: should she "step on the gas" and scale the customer base, or continue focusing on fine-tuning the product and business model. The case describes the various marketing channels... View Details
      Keywords: Subscription; Marketing; Scaling; Product-market Fit; Online Marketing; Customers; Decisions; Expansion; Marketing Channels; Business Startups; Growth and Development Strategy; Digital Marketing; Marketing Strategy
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      Bussgang, Jeffrey J., and Gaurav Jain. "BabbaCo." Harvard Business School Case 813-107, December 2012. (Revised September 2022.)
      • December 2012
      • Background Note

      Are Daily Deals Good for Merchants?

      By: Sunil Gupta, Timothy Keiningham, Ray Weaver and Luke Williams
      In the relatively short time since Groupon was founded, the response to "daily deals"—services that promote businesses by marketing deeply discounted, pre-paid vouchers to an online subscriber base—has by all accounts been spectacular. Our evaluation of daily deals is... View Details
      Keywords: Marketing; Technology; Business Strategy; Digital; Marketing Strategy; Web Services Industry
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      Gupta, Sunil, Timothy Keiningham, Ray Weaver, and Luke Williams. "Are Daily Deals Good for Merchants?" Harvard Business School Background Note 513-059, December 2012.
      • November 2012 (Revised May 2013)
      • Case

      ASUSTeK and the Google Nexus 7 Tablet

      By: Willy C. Shih and Jyun-Cheng Wang
      Days after Jerry Shen introduced a new tablet computer at the Consumer Electronics Show, a Google meeting convinced him to go with a lower price point and co-branding as the Nexus 7. While his company would have a premier position at launch, companies like Samsung... View Details
      Keywords: Nexus; Google; ASUSTeK; Android; Tablet; Kindle; Kindle Fire; Notebook Computers; ODM; Apple; Price Point; App Store; Ecosystem; Open Handset Alliance; Reference Design; iPad; EMS; Electronic Manufacturing Services; Smartphone; Innovation and Management; Innovation Strategy; Technological Innovation; Product Marketing; Product Launch; Product Positioning; Industry Structures; Product Design; Product Development; Business Strategy; Competitive Strategy; Mobile and Wireless Technology; Digital Platforms; Information Technology; Internet and the Web; Computer Industry; Information Technology Industry; Technology Industry; Taiwan; United States
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      Shih, Willy C., and Jyun-Cheng Wang. "ASUSTeK and the Google Nexus 7 Tablet." Harvard Business School Case 613-056, November 2012. (Revised May 2013.)
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