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Show Results For
- All HBS Web
(3,022)
- People (24)
- News (825)
- Research (1,599)
- Events (15)
- Multimedia (41)
- Faculty Publications (1,107)
- 28 Sep 2007
- Working Paper Summaries
Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers
Keywords: by John A. Deighton & Leora Kornfeld
- 2022
- Working Paper
Pricing Power in Advertising Markets: Theory and Evidence
By: Matthew Gentzkow, Jesse M. Shapiro, Frank Yang and Ali Yurukoglu
Existing theories of media competition imply that advertisers will pay a lower price in equilibrium to reach consumers who multi-home across competing outlets. We generalize and extend this theoretical result and test it using data from television and social media... View Details
Gentzkow, Matthew, Jesse M. Shapiro, Frank Yang, and Ali Yurukoglu. "Pricing Power in Advertising Markets: Theory and Evidence." NBER Working Paper Series, No. 30278, July 2022.
- 18 Mar 2019
- News
Stuck in Commuter Hell? You Can Still Be Productive
- March 2017 (Revised May 2019)
- Case
Marketing Transformation at Mastercard
By: Sunil Gupta, Srinivas K. Reddy and David Lane
Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details
Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry
Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
- 19 Nov 2013
- News
Book Review: 'Blockbusters' by Anita Elberse
- September 2020
- Article
How Multimedia Shape Crowdfunding Outcomes: The Overshadowing Effect of Images and Videos on Text in Campaign Information
By: J Yang, Y Li, Goran Calic and Anton Shevchenko
This study aims to explore the moderating effect of the number of images and videos on the relationship between text length in crowdfunding campaign descriptions and crowdfunding outcomes. We use data from 13,622 technology campaigns on the Kickstarter website to test... View Details
Keywords: Crowdfunding; Media; Cognition and Thinking; Performance Effectiveness; Entrepreneurial Finance
Yang, J., Y Li, Goran Calic, and Anton Shevchenko. "How Multimedia Shape Crowdfunding Outcomes: The Overshadowing Effect of Images and Videos on Text in Campaign Information." Journal of Business Research 117 (September 2020): 6–18.
- January 2021 (Revised August 2021)
- Case
ByteDance: TikTok and the Trials of Going Viral
By: William C. Kirby and John P. McHugh
In 2020, TikTok became the most valuable start-up ever. The short-form, video-sharing social media platform emerged as the crown jewel of the Chinese technology firm ByteDance, realizing 850 million monthly users and an estimated worth of $180 billion. However, a... View Details
Keywords: China; Technology; Startup; Start-up; International Strategy; Global Strategy And Leadership; Innovation; Political Risk; Regulations; Trump; Foreign Policy; Foreign Investment; Chinese Internet Market; Global Strategy; Crisis Management; Risk and Uncertainty; Entrepreneurship; Globalized Economies and Regions; Government Legislation; Innovation and Management; Governing Rules, Regulations, and Reforms; Internet and the Web; Social Media; Technology Industry; China; United States
Kirby, William C., and John P. McHugh. "ByteDance: TikTok and the Trials of Going Viral." Harvard Business School Case 321-110, January 2021. (Revised August 2021.)
- 01 Nov 2017
- HBS Seminar
Emir Kamenica, Chicago Booth School of Business
- 15 Jul 2021
- News
On Twitter, Bad News Spreads Faster Than Good
- 13 Nov 2019
- News
How to spend money to squeeze more joy out of life
- Teaching Interest
Digital Marketing Strategy
By: John A. Deighton
When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details
- March 2008 (Revised November 2008)
- Case
Sony Digital Entertainment, Japan
By: Anita Elberse
It is late 2007. So-called cell phone ("keitai") novels have turned into an extremely popular form of entertainment-on-the- go in Japan, in particular among young, female readers. In fact, consisting mostly of love stories written by amateurs in short sentences and... View Details
Keywords: Books; Marketing Strategy; Open Source Distribution; Competition; Mobile Technology; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Japan
Elberse, Anita. "Sony Digital Entertainment, Japan." Harvard Business School Case 508-071, March 2008. (Revised November 2008.)
- September 2020
- Case
Jan Swartz: Steering Princess Cruises Through the COVID-19 Crisis
By: Boris Groysberg and Michael Norris
In the summer of 2020, Jan Swartz, President of Princess Cruises, was persevering to lead her company back from the depths of the COVID-19 Pandemic. Diamond Princess, one of Princess Cruises’ 18 ships was the site of one of the earliest large outbreaks of COVID-19... View Details
Keywords: COVID-19 Pandemic; COVID-19; Leading Change; Crisis Management; Ship Transportation; Health Pandemics; Human Resources; Business Strategy; Gender; Personal Development and Career; Entertainment and Recreation Industry; Travel Industry; Tourism Industry; Japan; United States
Groysberg, Boris, and Michael Norris. "Jan Swartz: Steering Princess Cruises Through the COVID-19 Crisis." Harvard Business School Case 421-036, September 2020.
- June 2024
- Teaching Note
Roku 2021
By: David B. Yoffie
Teaching Note for HBS Case No. 721-480. This case is used to explore the strategic concept of "look forward, reason back." Roku in 2021 is trying to figure out the future of television and streaming media. Students are asked to provide a vision for television and... View Details
- 18 Jul 2011
- News
Horrible Bosses?
- May 2022
- Supplement
Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign
This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-068, May 2022.
- 18 May 2015
- News