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  • 15 Nov 2022
  • Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

the internet. We wrote a series of Harvard Business School case studies between 2009 and 2011 exploring viral videos—United Breaks Guitars, the JK Wedding Dance, and how Ford used influencers to launch the Fiesta car. What struck us right... View Details
Keywords: by John Deighton and Leora Kornfeld
  • 29 Jan 2013
  • Research & Ideas

Creating the Perfect Super Bowl Ad

Super Bowl Sunday is sure to bring the usual barrage of clever soda, beer, and car ads featuring everyone from Vegas showgirls selling Coca-Cola to pop celebrity Psy charming us to buy pistachios Gangnam-style. But at a whopping $3.7 million per 30-second spot, perhaps... View Details
Keywords: by Kim Girard; Advertising; Advertising
  • 01 Sep 2010
  • News

You’ve Been YouTubed

or not we’re active users of them. A new case coauthored by HBS marketing professor John Deighton and research associate Leora Kornfeld offers an object lesson in what that means for big, recognizable companies and their brands. “United Breaks Guitars” documents the... View Details
Keywords: Julia Hanna; social media; Advertising, Public Relations, and Related Services; Professional Services; Air Transportation; Transportation
  • 14 Sep 2016
  • Research & Ideas

Web Surfers Have a Schedule and Stick to It

in improving its cost effectiveness,” says Greenstein. “Those efforts—and lessons learned—are relevant across many formats, not just PCs. There is so much more to come.” Related Reading: Dear Internet: You Are Extraordinary But Not Exceptional View Details
Keywords: by Julia Hanna; Retail; Web Services
  • 01 Jun 2008
  • News

Understanding the Digital Frontier

Web 2.0 opportunities for your firm are endless. Managers can engage with customers via blogs (caution: they take much more time than you think). Victoria’s Secret and thousands of other firms have highly successful exposure on Facebook and MySpace. You can also create... View Details
Keywords: Sean Silverthorne; Management
  • 14 Sep 2017
  • Op-Ed

Op-Ed: Google Engineer Deserved to be Fired by the CEO

Google CEO Sundar Pichai. Credit:  Steven Zimmerman/Wikipedia Commons Google software engineer James Damore’s ten-page manifesto excoriating his employer for its diversity initiatives incited a major controversy in August about affirmative action and free speech.... View Details
Keywords: by Bill George
  • 28 Aug 2012
  • First Look

First Look: August 28

512-010 The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay,... View Details
Keywords: Sean Silverthorne
  • 06 Mar 2012
  • First Look

First Look: March 6

Science of Viral Ads Author:Thales Teixeira Publication:Harvard Business Review 90, no. 3 (March 2012) Abstract It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers... View Details
Keywords: Sean Silverthorne
  • 10 Dec 2014
  • News

Front-Row Seat

national interest was still going strong—but it was losing millions of dollars a year. Something had to change. Bradley, a slim, silver-haired man in his early 50s, spoke clearly but softly—a viral infection had damaged his vocal cords... View Details
Keywords: Julia Hanna; digital media; Corporate, Subsidiary, and Regional Managing Offices; Management
  • 25 Mar 2014
  • First Look

First Look: March 25

School Case 514-079 Dumb Ways to Die: Advertising Train Safety (A) The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around... View Details
Keywords: Sean Silverthorne
  • 24 Apr 2012
  • First Look

First Look: April 24

review can help researchers identify high-quality teamwork surveys. Download the paper: http://www.hbs.edu/research/pdf/11-116.pdf The Flattened Firm—Not as Advertised Author:Wulf Abstract For decades, management consultants and the... View Details
Keywords: Carmen Nobel
  • 02 Feb 2016
  • First Look

February 2, 2016

they find that Google's prominent placement of its Flight Search service increased the clicks on paid advertising listings by more than half while decreasing the clicks on organic search listings by about the same quantity. This effect... View Details
Keywords: Sean Silverthorne
  • 17 Nov 2020
  • In Practice

How Retailers Can Thrive in a Shopping Season Like No Other

well-publicized general sales events: viral excitement on Twitter and the blogosphere draws more customers in, and full baskets of multiple goods (as opposed to “spearfishing” one item) are more cost-efficient to fulfill. Retailers that... View Details
Keywords: by Danielle Kost; Retail
  • 27 Sep 2011
  • First Look

First Look: September 27

overview:http://cb.hbsp.harvard.edu/cb/product/512027-PDF-ENG The Cheezburger Network John Deighton and Leora KornfeldHarvard Business School Case 511-091 Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for... View Details
Keywords: Sean Silverthorne
  • 12 Jul 2021
  • News

Alumni Confront the COVID-19 Crisis

treat non-hospitalized patients with COVID-19. Dapansutrile aims to selectively target the immune system’s intense inflammatory response to the SARS-CoV-2 viral infection that can lead to a “cytokine storm.” As such, it is well positioned... View Details