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Driving Digital Strategy (DIGS)

By: Sunil Gupta
Digital technologies have changed the way consumers search for information, communicate with each other, and buy products. Rapid changes in technology and consumer behavior have had a profound impact on business models and marketing practices. This program equips... View Details
  • 02 Jun 2014
  • Research & Ideas

Secrets to a Successful Social Media Strategy

some social media platforms soar while others fizzle, and how business can use them to generate profit. "I have always been fascinated that humans interact online when we can interact offline as we have for thousands of years," says... View Details
Keywords: by Carmen Nobel
  • March 2018
  • Supplement

Sandra Brown Goes Digital (C): Raising Quality in a Healthcare Company

By: Rosabeth Moss Kanter and Jonathan Cohen
Using digital and social media tools and lessons learned from prior change campaigns as a middle manager in a large biotech company, Sandra Brown continued in a new role in the quality division, engaging staff in a quality movement at the company. She had found a new... View Details
Keywords: Digital; Grassroots Movement; Managing Change; Career Path; Stakeholder Engagement; Engagement; Health Care Industry; Quality; Leading Change; Performance Improvement; Personal Development and Career; Social Media; Health Industry
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Kanter, Rosabeth Moss, and Jonathan Cohen. "Sandra Brown Goes Digital (C): Raising Quality in a Healthcare Company." Harvard Business School Supplement 318-084, March 2018.
  • April 16, 2021
  • Article

A Playbook for Negotiators in the Social Media Era

By: James K. Sebenius, Ben Cook, David Lax, Ron S. Fortgang, Isaac Silberberg and Paul Levy
The disruptive effects of social media have been felt in virtually every corner of the world. Yet the information revolution has been largely ignored in the field of negotiation. Through a series of case studies we explore how savvy practitioners can ethically harness... View Details
Keywords: Negotiation Analysis; Bargaining; Negotiation; Analysis; Negotiation Tactics; Social Media; North America
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Sebenius, James K., Ben Cook, David Lax, Ron S. Fortgang, Isaac Silberberg, and Paul Levy. "A Playbook for Negotiators in the Social Media Era." Harvard Business Review Digital Articles (April 16, 2021).
  • January 23, 2023
  • Article

Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines

By: Susan Athey, Kristen Grabarz, Michael Luca and Nils Wernerfelt
Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and... View Details
Keywords: COVID-19 Pandemic; Public Health; Vaccines; Social Media; Advertising; Power and Influence; Health Care and Treatment
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Athey, Susan, Kristen Grabarz, Michael Luca, and Nils Wernerfelt. "Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines." e2208110120. Proceedings of the National Academy of Sciences 120, no. 5 (January 23, 2023).
  • October 2019 (Revised February 2023)
  • Case

Gupta Media: Performance Marketing in the Digital Age

By: V. Kasturi Rangan and Courtney Han
Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists... View Details
Keywords: Marketing; Digital Marketing; Performance; Measurement and Metrics; Social Media; Advertising Industry
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Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. (Revised February 2023.)
  • Winter 2021
  • Article

Dealmaking Disrupted: The Unexplored Power of Social Media in Negotiation

By: James K. Sebenius, Ben Cook, David A. Lax, Isaac Silberberg and Paul Levy
While social media has had profound effects in many realms, the theory and practice of negotiation have remained relatively untouched by this potent phenomenon. In this article, we survey existing research in this area and develop a broader framework for understanding... View Details
Keywords: Bargaining; 3D Negotiation; Negotiation; Conflict and Resolution; Social Media
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Sebenius, James K., Ben Cook, David A. Lax, Isaac Silberberg, and Paul Levy. "Dealmaking Disrupted: The Unexplored Power of Social Media in Negotiation." Special Issue on Artificial Intelligence, Technology, and Negotiation. Negotiation Journal 37, no. 1 (Winter 2021): 97–141.
  • April 2020
  • Teaching Note

Glossier: Co-Creating a Cult Brand with a Digital Community

By: Jill Avery
Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details
Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States
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Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Teaching Note 520-099, April 2020.
  • December 2010
  • Supplement

Ad Classification at Right Media — slide supplement

By: Benjamin Edelman
Right Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse... View Details
Keywords: Media; Digital Marketing; Market Participation; Negotiation Tactics; Marketing Communications; Communication; Media and Broadcasting Industry; Media and Broadcasting Industry
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Edelman, Benjamin. "Ad Classification at Right Media — slide supplement." Harvard Business School PowerPoint Supplement 911-038, December 2010.
  • September 2014
  • Case

Havas: Change Faster

By: Karim R. Lakhani and Michael L. Tushman
As of 2013, Havas was the 6th largest global advertising, digital, and communications group in the world. Headquartered in Paris, France, the group was highly decentralized, with semi-independent agencies in more than 100 countries offering a variety of services. The... View Details
Keywords: Advertising Agency; Open Innovation; Commercials; Digital Media; Digital Transition; Advertising; Digital Marketing; Advertising Campaigns; Acquisition; Change Management; Disruption; Transformation; Advertising Industry; Communications Industry
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Lakhani, Karim R., and Michael L. Tushman. "Havas: Change Faster." Harvard Business School Multimedia/Video Case 615-702, September 2014.
  • June 2020
  • Case

In-housing Digital Marketing at Sprint Corp.

By: David E. Bell, Rajiv Lal and Olivia Hull
In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details
Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States
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Bell, David E., Rajiv Lal, and Olivia Hull. "In-housing Digital Marketing at Sprint Corp." Harvard Business School Case 520-026, June 2020.
  • 17 Jun 2019
  • Working Paper Summaries

The Comprehensive Effects of a Digital Paywall Sales Strategy

Keywords: by Doug J. Chung, Ho Kim, and Reo Song; Media & Broadcasting
  • October 2021 (Revised February 2022)
  • Case

Newsweek: Driving a Digital First Strategy

By: Lynda M. Applegate and Suraj Srinivasan
The case describes the transformation at Newsweek, the storied news magazine that had fallen from its commanding position as a premier print publication unable to find its footing in the fast changing digital media landscape. After buying Newsweek and taking over as... View Details
Keywords: Transformation; Strategy; Internet and the Web; Analytics and Data Science; Performance Evaluation; Partners and Partnerships
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Applegate, Lynda M., and Suraj Srinivasan. "Newsweek: Driving a Digital First Strategy." Harvard Business School Case 822-052, October 2021. (Revised February 2022.)
  • 02 Feb 2023
  • Research & Ideas

Why We Still Need Twitter: How Social Media Holds Companies Accountable

would hire 20,000 workers across the US. Similar stories of social media’s power inspired Harvard Business School professors Jonas Heese and Joseph Pacelli to research just how much social media can influence businesses. Their paper, “The... View Details
Keywords: by Kasandra Brabaw; Technology
  • 10 Nov 2008
  • Research Event

Social Media Leads the Future of Technology

capital firm Accel Partners; Susan L. Decker (HBS MBA '86), president of Yahoo! Inc.; and Eric Kim (HBS MBA '81), senior vice president and general manager of Intel Corporation's Digital Home Group. The first computer, the ENIAC, cleared... View Details
Keywords: by Martha Lagace
  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

a direct connection between a social media chat about a product with the actual purchase of that product. “The biggest challenge right now is that all this money is shifting into digital marketing, but there... View Details
Keywords: by Dina Gerdeman; Advertising; Technology
  • 07 Jun 2019
  • Book

Are You a Digital Manager?

Complex trends in globalization, demographic shifts, and new technologies are raising urgent challenges for managers on an everyday level. Because of the number of companies undergoing digital transformation, managers need to navigate an... View Details
Keywords: by Martha Lagace
  • September 2006 (Revised January 2007)
  • Background Note

Where to Get Your News and Information: The Digital Disruption

By: Stephen P. Bradley and Nancy Bartlett
What is the response by traditional news and information deliverers (newspapers and television networks) to declining audiences as media consumption moves to the digital medium? Provides a view of the news industry in mid-2006 and discusses the impact of an... View Details
Keywords: News; Media; Emerging Markets; Internet and the Web; Disruption; Perspective; Advertising; Journalism and News Industry
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Bradley, Stephen P., and Nancy Bartlett. "Where to Get Your News and Information: The Digital Disruption." Harvard Business School Background Note 707-442, September 2006. (Revised January 2007.)
  • December 2010
  • Supplement

Ad Classification at Right Media — pre-class slides — supplement

By: Benjamin Edelman
Right Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse... View Details
Keywords: Digital Marketing; Market Participation; Negotiation Tactics; Marketing Communications; Communication; Media; Media and Broadcasting Industry; Media and Broadcasting Industry
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Edelman, Benjamin. "Ad Classification at Right Media — pre-class slides — supplement." Harvard Business School PowerPoint Supplement 911-037, December 2010.
  • October 2009 (Revised March 2012)
  • Case

Nettwerk: Digital Marketing in the Music Industry

By: John A. Deighton and Leora Kornfeld
How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride... View Details
Keywords: Music Entertainment; Product Marketing; Network Effects; Sales; Social and Collaborative Networks; Online Technology; Media and Broadcasting Industry; Media and Broadcasting Industry
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Deighton, John A., and Leora Kornfeld. "Nettwerk: Digital Marketing in the Music Industry." Harvard Business School Case 510-055, October 2009. (Revised March 2012.) (request a courtesy copy.)
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