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  • July 2010 (Revised December 2010)
  • Case

AdMob (A)

By: Mikolaj Jan Piskorski, Samuel Cohen and Nithya Vaduganathan
AdMob's CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, powered 6,000 websites and 1,000 applications, and... View Details
Keywords: Digital Marketing; Growth and Development Strategy; Resource Allocation; Competition; Competitive Strategy; Expansion; Mobile and Wireless Technology; Advertising Industry
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Piskorski, Mikolaj Jan, Samuel Cohen, and Nithya Vaduganathan. "AdMob (A)." Harvard Business School Case 711-406, July 2010. (Revised December 2010.)
  • April 2008 (Revised May 2010)
  • Case

Visions of Web 3.0

By: Thomas R. Eisenmann and David Andrew Vivero
Explores the Semantic Web, a vision for the next generation of the World Wide Web in which information is stored in machine-readable formats. While the Semantic Web would make information more easily accessible, barriers to its adoption are very high because website... View Details
Keywords: Business Startups; Entrepreneurship; Strategy; Technology Adoption; Digital Platforms; Internet and the Web
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Eisenmann, Thomas R., and David Andrew Vivero. "Visions of Web 3.0." Harvard Business School Case 808-147, April 2008. (Revised May 2010.)
  • 2016
  • Working Paper

Reviews, Reputation, and Revenue: The Case of Yelp.com

By: Michael Luca
Do online consumer reviews affect restaurant demand? I investigate this question using a novel dataset combining reviews from the website Yelp.com and restaurant data from the Washington State Department of Revenue. Because Yelp prominently displays a restaurant's... View Details
Keywords: Revenue; Network Effects; Reputation; Social and Collaborative Networks; Food and Beverage Industry; Service Industry; Washington (state, US)
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Luca, Michael. "Reviews, Reputation, and Revenue: The Case of Yelp.com." Harvard Business School Working Paper, No. 12-016, September 2011. (Revised March 2016.)
  • January 2014 (Revised February 2015)
  • Case

YouTube for Brands

By: Thales Teixeira and Leora Kornfeld
This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details
Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Advertising Industry; Motion Pictures and Video Industry; Entertainment and Recreation Industry
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Teixeira, Thales, and Leora Kornfeld. "YouTube for Brands." Harvard Business School Case 514-048, January 2014. (Revised February 2015.)
  • 10 Mar 2016
  • Cold Call Podcast

For Today’s Travel Businesses, Is It TripAdvisor or Bust?

  • February 2013
  • Case

YouTube Channels

By: Sunil Gupta and Dharmishta Rood
In December 2011 YouTube launched a website redesign that made Channels the central focus of the site. This redesign was the company's first foray into a strategy designed to foster long-form user engagement. YouTube invested $100 million in 100 Channels, often created... View Details
Keywords: Competition; Internet and the Web; Entertainment; Growth and Development Strategy; Entertainment and Recreation Industry; Media and Broadcasting Industry
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Gupta, Sunil, and Dharmishta Rood. "YouTube Channels." Harvard Business School Case 513-078, February 2013.
  • September 2014 (Revised March 2015)
  • Case

Managing Multi-Media Audiences at WHDH (Boston)

By: Thales Teixeira and V. Kasturi Rangan
WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and for affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begun to use... View Details
Keywords: Online News; Television Advertising; Attention Economics; Cross-media Efforts; Competition; Internet and the Web; Consumer Behavior; Organizational Change and Adaptation; Change Management; Marketing Strategy; Decision Choices and Conditions; Digital Marketing; Television Entertainment; Media and Broadcasting Industry; Boston
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Teixeira, Thales, and V. Kasturi Rangan. "Managing Multi-Media Audiences at WHDH (Boston)." Harvard Business School Case 515-037, September 2014. (Revised March 2015.)
  • January 2015 (Revised May 2018)
  • Case

$19B 4 txt app WhatsApp...omg!

By: David Collis, Ashley Hartman and Aakash Mehta
In February 2014, Facebook announced the acquisition of WhatsApp for $19 billion. WhatsApp, founded in 2009, was a relatively young company that employed only 50 people and earned merely $10 million in revenue in 2013. It was one of many mobile messaging services that... View Details
Keywords: WhatsApp; Facebook; Mobile Messaging; Social Network; Acquisitions; Value Added; Strategy Alignment; Monetization; Social Platforms; Technology; Strategy; Corporate Strategy; Acquisition; Communication Technology; Social and Collaborative Networks; Value Creation; Social Media; Applications and Software; Digital Platforms; Communications Industry; Information Technology Industry
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Collis, David, Ashley Hartman, and Aakash Mehta. "$19B 4 txt app WhatsApp...omg!" Harvard Business School Case 715-441, January 2015. (Revised May 2018.)
  • July 2010
  • Supplement

AdMob (B)

By: Mikolaj Jan Piskorski and David Chen
CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, and powered 6,000 websites and 1,000 applications, and... View Details
Keywords: Advertising; Capital; Global Strategy; Resource Allocation; Product Positioning; Competitive Strategy; Expansion; Mobile Technology; Advertising Industry; Telecommunications Industry
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Piskorski, Mikolaj Jan, and David Chen. "AdMob (B)." Harvard Business School Supplement 711-407, July 2010.
  • November 2018 (Revised February 2019)
  • Teaching Plan

Gimlet Media: A Podcasting Startup

By: John Deighton and Leora Kornfeld
When digital distribution becomes an option for an analog industry, the effects on the incumbents can be devastating. Is podcasting the beginning of the end of radio? Can it do what streaming video did to television and websites did to print? Two former public radio... View Details
Keywords: Platforms And Ecosystems; Startup; Creative Industries; Digital Marketing; Podcasting; Business Startups; Media; Entertainment; Growth and Development Strategy; Digital Platforms; United States
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Deighton, John, and Leora Kornfeld. "Gimlet Media: A Podcasting Startup." Harvard Business School Teaching Plan 919-405, November 2018. (Revised February 2019.)
  • Article

Are Online and Offline Prices Similar? Evidence from Large Multi-Channel Retailers

By: Alberto Cavallo
Online prices are increasingly used for measurement and research applications, yet little is known about their relation to prices in physical stores, where most retail transactions occur. I conduct the first large-scale comparison of prices simultaneously collected... View Details
Keywords: Online Prices; Offline Prices; Multi-channel Retailers; Price; Internet and the Web; Measurement and Metrics; Retail Industry
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Cavallo, Alberto. "Are Online and Offline Prices Similar? Evidence from Large Multi-Channel Retailers." American Economic Review 107, no. 1 (January 2017): 283–303.
  • 2014
  • Book

A Social Strategy: How We Profit from Social Media

By: Mikolaj Jan Piskorski
Almost no one had heard of social media a decade ago, but today websites such as Facebook, Twitter, and LinkedIn have more than 1 billion users and account for almost 25 percent of Internet use. Practically overnight, social media seems indispensable to our lives—from... View Details
Keywords: Internet and the Web; Web; Strategy; Marketing Strategy; Social Marketing
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Piskorski, Mikolaj Jan. A Social Strategy: How We Profit from Social Media. Princeton University Press, 2014.
  • February 2016 (Revised May 2016)
  • Case

Dinr: My First Start-up (A)

By: Shikhar Ghosh and Kristina Maslauskaite
In May 2012, a young employee at Google's London office, Markus Berger, was thinking whether he should quit his job and go after his dream of becoming an entrepreneur. Berger's idea was to create Dinr, a company that would offer an upscale food ingredient delivery... View Details
Keywords: Exit Strategy; Startup; Start-up; Business Exit or Shutdown; Business Startups; Entrepreneurship; Food
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Ghosh, Shikhar, and Kristina Maslauskaite. "Dinr: My First Start-up (A)." Harvard Business School Case 816-080, February 2016. (Revised May 2016.)
  • October 2011 (Revised September 2014)
  • Case

Paddle8: Painting a New Picture of the Art Market

By: Mukti Khaire
The Paddle8 case is a short case that presents the idea for a new business in the global art market and asks students to evaluate whether it will work, given the structure and unique workings of the art market. Paddle8 is a New York-based startup that partners with... View Details
Keywords: Arts; Business Plan; Business Startups; Corporate Entrepreneurship; Internet and the Web; Trade; Fine Arts Industry; New York (city, NY)
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Khaire, Mukti. "Paddle8: Painting a New Picture of the Art Market." Harvard Business School Case 812-047, October 2011. (Revised September 2014.)
  • June 2008
  • Case

From xiaonei to hainei: The Quest for the Social Networking Service Market in China

By: Joseph B. Lassiter III, Michael Shih-Ta Chen and Keith Chi-ho Wong
Wang Xing, the founder of Hainei.com, one of the fastest growing social networking service (SNS) providers in China, was preparing to raise funds from venture capitalists. Since late 2003, Wang had established several Internet startups in China. Xiaonei.com, which he... View Details
Keywords: Entrepreneurship; Venture Capital; Social and Collaborative Networks; Competition; Internet; China
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Lassiter, Joseph B., III, Michael Shih-Ta Chen, and Keith Chi-ho Wong. "From xiaonei to hainei: The Quest for the Social Networking Service Market in China." Harvard Business School Case 808-164, June 2008.
  • May 2018
  • Case

Inditex: 2018

By: John R. Wells and Gabriel Ellsworth
In 2018, Inditex, based in Spain, was the largest specialist fashion retailer in the world, generating sales of $31.5 billion in 2017 from a portfolio of eight retail brands selling through a total of 7,475 stores located in 96 countries and from websites in 49... View Details
Keywords: Fashion; Succession; IPO; Competition; Initial Public Offering; Multinational Firms and Management; Management Succession; Growth and Development Strategy; Competitive Strategy; Apparel and Accessories Industry; Retail Industry; Fashion Industry
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Wells, John R., and Gabriel Ellsworth. "Inditex: 2018." Harvard Business School Case 718-515, May 2018.
  • December 2018
  • Case

Choosy

By: Jeffrey J. Bussgang and Julia Kelley
Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details
Keywords: Artificial Intelligence; Algorithms; Machine Learning; Neural Networks; Instagram; Influencer; Fast Fashion; Design; Customer Satisfaction; Customer Focus and Relationships; Decision Making; Cost vs Benefits; Innovation and Invention; Brands and Branding; Product Positioning; Demand and Consumers; Supply Chain; Production; Logistics; Business Model; Expansion; Internet and the Web; Mobile and Wireless Technology; Digital Platforms; Social Media; Technology Industry; Fashion Industry; North and Central America; United States; New York (state, US); New York (city, NY)
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Bussgang, Jeffrey J., and Julia Kelley. "Choosy." Harvard Business School Case 819-054, December 2018.
  • September 2020
  • Article

How Multimedia Shape Crowdfunding Outcomes: The Overshadowing Effect of Images and Videos on Text in Campaign Information

By: J Yang, Y Li, Goran Calic and Anton Shevchenko
This study aims to explore the moderating effect of the number of images and videos on the relationship between text length in crowdfunding campaign descriptions and crowdfunding outcomes. We use data from 13,622 technology campaigns on the Kickstarter website to test... View Details
Keywords: Crowdfunding; Media; Cognition and Thinking; Performance Effectiveness; Entrepreneurial Finance
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Yang, J., Y Li, Goran Calic, and Anton Shevchenko. "How Multimedia Shape Crowdfunding Outcomes: The Overshadowing Effect of Images and Videos on Text in Campaign Information." Journal of Business Research 117 (September 2020): 6–18.
  • Research Summary

Individual Credit Constraints in Rural India (w/ Sendhil Mullainathan)

Credit access for the poor has recently been given center stage in the international policy arena. A plethora of reports and case studies have emphasized the enormous returns that micro-businesses face: the Year of Microcredit website notes that studies conducted in... View Details
  • November 2016 (Revised July 2018)
  • Case

Selling on Amazon at Tower Paddle Boards

By: Thales S. Teixeira and David Lopez-Lengowski
By June 2012, Stephan Aarstol felt that he had successfully passed the first critical stage of his ecommerce business. As the founder and CEO of a standup paddleboard (SUP) business, he had built a strong relationship with Asian manufacturers, built a small warehouse... View Details
Keywords: Tower Paddle Boards; Amazon; E-commerce; Online Shopping; Distribution; Internet and the Web; Business Growth and Maturation; Marketing Channels; Distribution Channels; Decision Choices and Conditions; Consumer Products Industry; Retail Industry
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Teixeira, Thales S., and David Lopez-Lengowski. "Selling on Amazon at Tower Paddle Boards." Harvard Business School Case 517-047, November 2016. (Revised July 2018.)
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