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  • All HBS Web  (338)
    • People  (1)
    • News  (91)
    • Research  (157)
    • Events  (3)
    • Multimedia  (2)
  • Faculty Publications  (47)

Show Results For

  • All HBS Web  (338)
    • People  (1)
    • News  (91)
    • Research  (157)
    • Events  (3)
    • Multimedia  (2)
  • Faculty Publications  (47)
← Page 3 of 338 Results →
  • May 2009 (Revised January 2011)
  • Case

HubSpot: Inbound Marketing and Web 2.0

By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod
This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details
Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web
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Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049, May 2009. (Revised January 2011.)
  • 09 Dec 2016
  • News

How Wayfair Built a Furniture Brand from Scratch

  • November 2016 (Revised October 2018)
  • Case

IguanaFix

By: Frank V. Cespedes, Thomas R. Eisenmann, Maria Fernanda Miguel and Laura Urdapilleta
IguanaFix is a rapidly scaling Latin American startup that provides an online platform connecting consumers with home improvement contractors. The founders have acquired customers through both B2C and B2B methods. But in seeking to grow and scale the business, they now... View Details
Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Online Advertising; Latin America
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Cespedes, Frank V., Thomas R. Eisenmann, Maria Fernanda Miguel, and Laura Urdapilleta. "IguanaFix." Harvard Business School Case 817-056, November 2016. (Revised October 2018.)
  • June 2025
  • Supplement

Transforming a Titan (B)

By: George Serafeim and Lena Duchene
After a global search the board appoints Marcel Cobuz—ex-LafargeHolcim executive with deep innovation experience—as TITAN’s first non-family CEO. Cobuz co-creates a four-pillar roadmap: sharpen the core cement portfolio, accelerate low-carbon products and aggregates,... View Details
Keywords: AI; Artificial Intelligence; CEO Succession; CEO Role; Family Business
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Serafeim, George, and Lena Duchene. "Transforming a Titan (B)." Harvard Business School Supplement 125-122, June 2025.
  • 16 Dec 2022
  • Research & Ideas

Why Technology Alone Can't Solve AI's Bias Problem

human toll to letting algorithms do the work. “Maybe there is a bias from people who have been traditionally hiring men.” Searches on popular recruiting sites might seem like a neutral way to find prospective candidates, but their... View Details
Keywords: by Michael Blanding; Technology
  • August 2019 (Revised March 2023)
  • Case

Rand Fishkin at Moz (A)

By: Thomas R. Eisenmann
In 2016, senior management at Moz, a venture capital–backed startup providing software tools for digital marketing professionals, must decide how to address a looming cash flow crisis precipitated by failed efforts to broaden its product line. Seattle-based Moz had... View Details
Keywords: Startups; Scaling; Entrepreneurship; Failure; Business Startups; Diversification; Growth Management; Technology Industry
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Eisenmann, Thomas R. "Rand Fishkin at Moz (A)." Harvard Business School Case 820-002, August 2019. (Revised March 2023.)
  • April 2023 (Revised February 2024)
  • Case

AI Wars

By: Andy Wu, Matt Higgins, Miaomiao Zhang and Hang Jiang
In February 2024, the world was looking to Google to see what the search giant and long-time putative technical leader in artificial intelligence (AI) would do to compete in the massively hyped technology of generative AI. Over a year ago, OpenAI released ChatGPT, a... View Details
Keywords: AI; Artificial Intelligence; AI and Machine Learning; Technology Adoption; Competitive Strategy; Technological Innovation
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Wu, Andy, Matt Higgins, Miaomiao Zhang, and Hang Jiang. "AI Wars." Harvard Business School Case 723-434, April 2023. (Revised February 2024.)
  • 15 Mar 2020
  • News

‘Experimentation Works’ and ‘The Power of Experiments’ Review: Test, Test and Test Again

  • March 2007
  • Article

Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords

By: Benjamin Edelman, Michael Ostrovsky and Michael Schwarz
We investigate the "generalized second-price" auction (GSP), a new mechanism used by search engines to sell online advertising. Although GSP looks similar to the Vickrey-Clarke-Groves (VCG) mechanism, its properties are very different. Unlike the VCG mechanism, GSP... View Details
Keywords: Auctions; Search Technology; Online Advertising; Strategy; Balance and Stability
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Edelman, Benjamin, Michael Ostrovsky, and Michael Schwarz. "Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords." American Economic Review 97, no. 1 (March 2007): 242–259. (Winner of the 2013 Prize in Game Theory and Computer Science from the Game Theory Society - for "the best paper at the interface of game theory and computer science in the last decade." Winner of the 2018 SIGecom Test of Time Award from the ACM Special Interest Group on E-Commerce - for "an influential paper or series of papers published between ten and twenty-five years ago that has significantly impacted research or applications exemplifying the interplay of economics and computation.")
  • March 2011 (Revised December 2012)
  • Case

Demand Media

By: John Deighton and Leora Kornfeld
Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details
Keywords: Business Model; Information Publishing; Consumer Behavior; Customization and Personalization; Internet and the Web; Publishing Industry
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Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.)
  • 08 Nov 2018
  • HBS Seminar

Jun Li, University of Michigan Ross School of Business

  • 26 May 2023
  • Blog Post

Bringing Space Tech Back to Earth

into engineering in the first place. While taking a technology and engineering class at her Massachusetts high school, she worked on a search-and-rescue vehicle that could help divers View Details

    Cannibalization and Option Value Effects of Secondary Markets: Evidence from the US Concert Industry

    We examine how reducing search frictions in secondary markets affects the value appropriated by firms in primary markets. We characterize two effects on primary-market firms caused by intermediaries entering secondary markets: the “cannibalization” and “option value”... View Details
    • November 2015
    • Article

    Cannibalization and Option Value Effects of Secondary Markets: Evidence from the U.S. Concert Industry

    By: Victor Manuel Bennett, Robert Seamans and Feng Zhu
    We examine how reducing search frictions in secondary markets affects the value appropriated by firms in primary markets. We characterize two effects on primary market firms caused by intermediaries entering secondary markets: the "cannibalization" and "option value"... View Details
    Keywords: Cannibalization Effect; Option Value Effect; Secondary Markets; Concert Industry; Craigslist; Competition; Distribution Channels; Entertainment and Recreation Industry
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    Bennett, Victor Manuel, Robert Seamans, and Feng Zhu. "Cannibalization and Option Value Effects of Secondary Markets: Evidence from the U.S. Concert Industry." Strategic Management Journal 36, no. 11 (November 2015): 1599–1614.
    • August 2009 (Revised August 2010)
    • Case

    Slanket: Responding to Snuggie's Market Entry

    By: John A. Deighton and Leora Kornfeld
    How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details
    Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web
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    Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry." Harvard Business School Case 510-034, August 2009. (Revised August 2010.)
    • October 2006 (Revised October 2007)
    • Case

    Google Advertising

    By: Youngme E. Moon and David Chen
    In mid-2006, Google is the number one search engine in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among American... View Details
    Keywords: Digital Marketing; Disruptive Innovation; Media; Expansion; Internet and the Web; Advertising Industry; United States
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    Moon, Youngme E., and David Chen. "Google Advertising." Harvard Business School Case 507-038, October 2006. (Revised October 2007.)
    • June 21, 2019
    • Article

    When Tech Companies Compete on Their Own Platforms

    By: Feng Zhu
    One common complaint from third parties about platform businesses is that they see what succeeds on their platforms and then enter the most profitable areas themselves, often decimating third parties in the process. Studies have identified several motivations for... View Details
    Keywords: Platform-based Markets; Platform-owner Entry; Digital Platforms; Market Entry and Exit; Competition
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    Zhu, Feng. "When Tech Companies Compete on Their Own Platforms." Harvard Business Review (website) (June 21, 2019).
    • 03 Jun 2022
    • Blog Post

    HiHome Sweet HiHome

    The story of HiHome is really the story of all the resources available to students at the Harvard John A. Paulson School of Engineering (SEAS). Co-founders James Parker and Tony Shu met at a SEAS event in 2019. Parker was in his first... View Details
    • March 2020 (Revised May 2021)
    • Case

    Employee Activism

    By: Ethan Rouen and Akari Furukawa
    Liz O’Sullivan, an employee at a fast-growing technology company called Clarifi, had a moral dilemma: She disagreed with Clarifi’s decision to sell its image-recognition technology to the U.S. Department of Defense for possible use in weaponized drones. This case... View Details
    Keywords: Activism; Employees; Moral Sensibility; Personal Development and Career; Decision Choices and Conditions
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    Rouen, Ethan, and Akari Furukawa. "Employee Activism." Harvard Business School Case 120-104, March 2020. (Revised May 2021.)
    • July 2012
    • Case

    Owen's Precision Machining

    By: Ramana Nanda and James McQuade
    For the second time in fourteen months, Christopher Owen, the second-generation owner of Owen's Precision Machining (OPM), found himself running out of cash. Owen wondered what he was doing wrong. How much additional money would he need to raise to get OPM through the... View Details
    Keywords: Family Business; Cash Flow; Mergers and Acquisitions; Decision Making; Problems and Challenges; Business Strategy; Corporate Finance; Manufacturing Industry; Massachusetts
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    Nanda, Ramana, and James McQuade. "Owen's Precision Machining." Harvard Business School Case 813-036, July 2012.
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