Media and Broadcasting Industry - Publications - Faculty & Research - Harvard Business School

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February 2011 (Revised December 2012)
Case

The Ford Fiesta

By: John Deighton and Leora Kornfeld

Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details

Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry

Ryan L. Raffaelli

Ryan Raffaelli is the Marvin Bower Associate Professor of Business Administration at Harvard Business School. He created and teaches the MBA course "Leadership: Execution and Action Planning" (LEAP) and serves... View Details

Keywords: publishing industry; publishing industry; publishing industry; publishing industry; publishing industry; publishing industry; publishing industry; publishing industry; publishing industry

September 2015 (Revised June 2017)
Case

Futbol Club Barcelona

By: Anita Elberse

In June 2015, FC Barcelona president Josep Bartomeu sees his team lift the UEFA Champions League trophy, completing an impressive trophy haul in the 2014-2015 season. Unique for a club of its caliber, five of the starting eleven are products of FC Barcelona's youth... View Details

Keywords: Superstar; Talent; Talent Development And Retention; Talent Management; Marketing; Strategy; General Management; Nonprofit; Marketing Strategy; Talent and Talent Management; Entertainment; Media; Competitive Advantage; Sports; Sports Industry; Sports Industry; Barcelona

April 2009 (Revised May 2009)
Case

Oprah Winfrey

By: Nancy F. Koehn, Erica Helms, Katherine Miller and Rachel Wilcox

The case explores the entrepreneurial journey of Oprah Winfrey, examining how she built an audience for one of the most successful television shows in history; how she created the company, Harpo Productions, that produces that show as well as other media offerings; how... View Details

Keywords: Business Model; Entrepreneurship; Leadership; Corporate Social Responsibility and Impact; Mission and Purpose; Personal Development and Career; Strategy; Media and Broadcasting Industry; United States

27 Mar 2012
First Look

First Look: March 27

Empirically, we find that an author's connection to the media outlet is related to the outcome of the review decision. When a book's author also writes for a media outlet, that outlet is 25% more likely to... View Details

Keywords: Carmen Nobel

01 Feb 1997
News

Shaping the Future of Business: Entrepreneurial Evolution at HBS

have in common, however, is that they are all searching for market opportunities. In fact, Stevenson says, good entrepreneurs gravitate toward business opportunities for which their personalities are well-suited, such as "numbers crunchers" to View Details

Keywords: Nancy O. Perry and Susan Young; profiles by Garry Emmons

September 2021 (Revised March 2022)
Case

Katie Couric Media: Landing the First Client

By: N. Louis Shipley and William R. Kerr

In May 2018, celebrated journalist Katie Couric and her husband, John Molner, had recently launched a full-service media firm called Katie Couric Media (KCM). Couric treasured the opportunity to address important social issues like gender equality, environmental... View Details

Keywords: Customer Acquisition; Subscription Model; Entrepreneurship; Business Startups; Media; Customers; Acquisition; Social Issues; Brands and Branding; Media and Broadcasting Industry

Forthcoming
Article

The Political Economy of Anti-Bribery Enforcement

By: Lauren Cohen and Bo Li

Using exogenous variation in the timing and geographic location of U.S. Congressional elections, we find that the probability of Foreign Corrupt Practices Act (FCPA) enforcement actions against foreign firms increases significantly preceding senatorial elections,... View Details

Keywords: Bribery; Regulatory Enforcement; Crime and Corruption; Political Elections; Power and Influence; Public Opinion; Geographic Location

Forthcoming
Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang

The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details

Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding

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April 2007
Case

Schibsted

By: Bharat N. Anand and Sophie Hood

In 2006, newspaper firms in developed markets were severely threatened on three fronts: the growth of online news, online classified advertising, and free newspapers. Schibsted, however, had managed to cope with these challenges successfully, and had become something... View Details

Keywords: Transition; Product Launch; Organizational Change and Adaptation; Adaptation; Competitive Advantage; Media and Broadcasting Industry; Scandinavia

March 2020
Case

Hotstar

By: Krishna G. Palepu and Kairavi Dey

Hotstar was an online video streaming platform owned by Star India Private Limited, a wholly owned subsidiary of the Walt Disney Corporation. Since its launch in 2015, the platform had grown to offer over 100,000 hours of TV content, movies in nine Indian languages... View Details

Keywords: Corporate Entrepreneurship; Television Entertainment; Disruption; Business Strategy; Entertainment and Recreation Industry; Entertainment and Recreation Industry; India; Mumbai

June 2007 (Revised March 2011)
Case

The CW: Launching a Television Network

By: Anita Elberse and S. Mark Young

In May 2006, Dawn Ostroff, president of entertainment of the newly formed CW Television Network, was faced with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York... View Details

Keywords: Advertising; Customer Relationship Management; Decision Choices and Conditions; Television Entertainment; Brands and Branding; Product Launch; Strategic Planning; Networks; Media and Broadcasting Industry

30 Dec 2013
HBS Case

HBS Cases: What Warren Buffett Saw in Newspapers

Buffett's offer and wondered what he saw in the declining industry that others did not," notes Roy and Elizabeth Simmons Professor Benjamin C. Esty, the author, with... View Details

Keywords: by Deborah Blagg; Journalism & News; Publishing

June 2014
Case

Going Social: Durex in China

By: Mikolaj Jan Piskorski and Aaron Smith

When Reckitt Benckiser (RB), a leading consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese... View Details

Keywords: Distribution; Multinational Firms and Management; Internet and the Web; Marketing Communications; Brands and Branding; Consumer Products Industry; China

March 2003 (Revised November 2005)
Case

Bertelsmann AG

By: Bharat N. Anand, Michael G. Rukstad and Christoph Kostring

On July 28, 2002, Bertelsmann announced the firing of its CEO, Thomas Middelhoff, in a move that surprised industry observers, analysts, and many employees. Bertelsmann, a privately held company headquartered in Germany, was one of the largest global media... View Details

Keywords: Business Conglomerates; Corporate Strategy; Entertainment; Media; Change Management; Integration; Resignation and Termination; Private Ownership; Initial Public Offering; Business Units; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Germany

2020
Working Paper

Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?

By: Alvin J. Silk and Ernst R. Berndt

The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications... View Details

Keywords: Economy; Advertising; Spending; Media

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March 2020
Case

Aereo

By: Thomas R. Eisenmann and Jacey Taft

Aereo aimed to disrupt television program distribution by providing consumers access to local broadcast TV programming using offsite antennas, cloud-based DVRs, and an Internet connection. With Aereo, consumers could “cut the cord” and avoid the high cost of a cable TV... View Details

Keywords: Entrepreneurship; Failure; Lawsuits and Litigation; Internet and the Web; Media; Entertainment and Recreation Industry; United States

September 2011 (Revised March 2014)
Case

Brightcove, Inc. in 2007

By: Andrei Hagiu and David B. Yoffie

Brightcove, a technology and services provider to content owners in the Internet television field, aimed to become a media distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing... View Details

Keywords: Competition; Entrepreneurship; Investment; Diversification; Digital Platforms; Business Strategy; Internet and the Web; Business Model; Distribution; Media and Broadcasting Industry; Media and Broadcasting Industry

October 2015
Teaching Plan

The Coca-Cola Company's Case for Creative Transformation

By: Thales Teixeira

This Teaching Plan is to be used with the Video Case "The Coca-Cola Company's Case for Creative Transformation" (HBS No. 815-714) View Details

October 2007 (Revised January 2008)
Case

The Transformation of Thomson

By: David J. Collis and Troy Smith

Thomson, a French multinational, went through a decade of dramatic change in the early years of the 21st century. From a state-owned enterprise earning 97% of its revenue from television sets and other analog consumer electronics, Thomson had become a publicly traded... View Details

Keywords: Transformation; Leading Change; Growth and Development Strategy; Organizational Change and Adaptation; Competitive Strategy; Corporate Strategy; Media and Broadcasting Industry; Media and Broadcasting Industry; France

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