Publications

Web

Online Digital Marketing Strategy Course | HBS Online

This course is part of the Marketing track. Introduction to Digital Marketing Strategy LIMITED TIME ONLY Extra learning at no extra cost. Enroll now and unlock a GenAI Bonus... View Details

Web

Digital Marketing & AI Workshop - Course Catalog

HBS Course Catalog Digital Marketing & AI Workshop Course Number 1995 Lecturer Jacob Cook Fall; Q1; 1.5 credits 14 sessions Overview This hands-on EC course covers the fundamentals of modern View Details

March 2022
Teaching Note

Farfetch: Digital Transformation for Luxury Brands

By: Jill Avery and Sunil Gupta

Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had... View Details

Keywords: Brand Management; Retailing; Two Sided Markets; SaaS; Online Marketing; Marketing; Marketing Channels; Brands and Branding; Luxury; Digital Transformation; E-commerce; Digital Marketing; Retail Industry; Fashion Industry; London; United Kingdom; Portugal

2018
Book

Driving Digital Strategy: A Guide to Reimagining Your Business

By: Sunil Gupta

Disruption and transformation get a lot of hype and for good reason. Digital technologies have disrupted entire industries and incumbents have often struggled in this new world. Typical approaches used by legacy players such as using technology to improve efficiency,... View Details

Keywords: Marketing; Information Technology; Transformation; Strategy; Competitive Advantage; Value Creation; Customer Focus and Relationships; Organizational Structure; Digital Strategy

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February 2021
Supplement

Digital Marketing at HBS Online Teaching Note Supplement

By: Sunil Gupta and Rajiv Lal

January 2018 (Revised February 2018)
Technical Note

Making Markets

By: Thomas R. Eisenmann and Scott Duke Kominers

Explains how to identify and capitalize on marketplace design opportunities. Defines markets and marketplaces and describes the basic functions of each. Discusses attributes (e.g., heterogeneity of participants' preferences and asymmetry in available information) that... View Details

Keywords: Marketplaces; Two-Sided Markets; Entrepreneurship; Market Design; Digital Platforms; Marketplace Matching; Market Participation; Market Transactions; Market Entry and Exit; Digital Platforms; Auctions

2020
Working Paper

Transaction Cost Economics in the Digital Economy: A Research Agenda

By: Frank Nagle, Robert Seamans and Steve Tadelis

Transaction Cost Economics (TCE) theory has played an important role in understanding when it is more efficient for a transaction between two parties to occur within the market or within an organization. However, as more transactions occur in a digitally-mediated... View Details

Keywords: Transaction Cost Economics; Digital Economy; Economics; Cost; Markets; Research; Digital Transformation

SSRN

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May 2024 (Revised May 2024)
Case

Market by Met Council: Revolutionizing Food Pantries in the Digital Age

By: Elisabeth Paulson and Michael W. Toffel

In fall 2023, the Food Program of Met Council—America’s largest Jewish charity dedicated to fighting poverty—completed the rollout of the newest version of its digital pantry platform to twelve food pantries in the Met Council food pantry network. The digital... View Details

Keywords: Customer Focus and Relationships; Digital Transformation; Nonprofit Organizations; Service Operations; Human Needs

March 7, 2024
Article

Integrating Digital Tools into Every Stage of Your Sales Strategy

By: Frank V. Cespedes and Georg Krentzel

In their growth and customer-acquisition activities, most companies now face twin challenges: understanding and responding to omni-channel buying behavior and doing that without inadvertently decreasing sales productivity. Thirty years ago, Peter Drucker noted that... View Details

Keywords: Sales Management; Digital Tools; Sales; Marketing Channels; Technology Adoption; Brands and Branding

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August 2020 (Revised January 2021)
Supplement

Case Exhibits for Digital Marketing at HBS Online

By: Sunil Gupta and Rajiv Lal

October 2010
Teaching Note

Nettwerk: Digital Marketing in the Music Industry (TN)

By: John A. Deighton and Leora Kornfeld

Teaching Note for 510055. View Details

Keywords: Music Entertainment; Internet and the Web; Contracts; Arts; Projects; Venture Capital; Music Industry

November 2001 (Revised March 2002)
Case

Digital Angel

By: Youngme E. Moon and Kerry Herman

Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young... View Details

Keywords: Information; Safety; Rights; Market Entry and Exit; Ethics; Product Launch; Brands and Branding; Product Development

Article

Peer-to-Peer File Sharing and the Market for Digital Information Goods

By: Ramon Casadesus-Masanell and Andres Hervas-Drane

We study competitive interaction between two alternative models of digital content distribution over the Internet: peer-to-peer (p2p) file sharing and centralized client-server distribution. We present microfoundations for a stylized model of p2p file sharing where all... View Details

Keywords: Competition; Distribution; Internet and the Web; Information Infrastructure; Management Analysis, Tools, and Techniques; Strategy; Profit; Price; Performance Efficiency

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January 2006 (Revised March 2010)
Case

Peer-to-Peer File Sharing and the Market for Digital Information Goods

By: Ramon Casadesus-Masanell, Andres Hervas and Jordan Mitchell

We study competitive interaction between two alternative models of digital content distribution over the Internet: peer-to-peer (p2p) file sharing and centralized client-server distribution. We present microfoundations for a stylized model of p2p file sharing where all... View Details

Keywords: Price; Profit; Distribution; Competition; Internet and the Web; Information Infrastructure

16 Sep 2022
News

How to Bring AI into Your Digital Marketing Strategy

29 Jul 2022
News

Closing the Gap Between Digital Marketing Spending and Performance

2019
Working Paper

Who Drives Digital Innovation? Evidence from the U.S. Medical Device Industry

By: Cirrus Foroughi and Ariel Dora Stern

Does the large-scale technological change that is characteristic of an industry-wide digital transformation entrench industry leaders or enable the rise of new entrants? We offer a novel approach to this question by studying the medical device industry, a unique... View Details

Keywords: Innovation; Medical Devices; Digitization; Medical Technology; Technological Innovation; Applications and Software; Market Entry and Exit; Industry Growth; Medical Devices and Supplies Industry; United States