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  • 2012
  • Other Unpublished Work

Strategic responses to collective activism in the U.S. biomass sector

By: Shon R. Hiatt
Almost all companies face constraints and pressure from collective activists. Using tactics such as protests, boycotts, and lobbying, social movement organizations and collective actors can draw significant media attention to issues facing industries and organizations,... View Details
Keywords: Environmental Sustainability; Business and Community Relations; Social and Collaborative Networks; Governing Rules, Regulations, and Reforms; Identity; Forest Products Industry; United States
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  • March 2018 (Revised April 2018)
  • Case

Verizon 2018

By: Rosabeth Moss Kanter and Jonathan Cohen
In 2018, CEO Lowell McAdam led efforts to transform Verizon through digital innovation, media acquisitions and integration, and changes to the company culture. He sought to manage change at the company as growth in traditional areas slowed and position it as a leader... View Details
Keywords: Change; Change Leadership; Change Management; Innovation; Digital; Management; Leading Change; Innovation and Management; Acquisition; Integration; Telecommunications Industry; United States
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    Lauren H. Cohen

    Lauren Cohen is the L.E. Simmons Professor in the Finance & Entrepreneurial Management Units at Harvard Business School and a Research Associate at the National Bureau of Economic Research. He is an Editor of the Review of Financial... View Details

    Keywords: investment banking industry; investment banking industry; investment banking industry; investment banking industry; investment banking industry; investment banking industry
    • 24 Jul 2014
    • Blog Post

    Create a Content Marketing Strategy for your Talent Acquisitions Team

    development. Outside of work she enjoys keeping up with her social media accounts on Twitter, Instagram and Google+. Matthew is a senior level business development executive within a CPG firm. He is not... View Details
    • 22 Jul 2002
    • Research & Ideas

    Is Performance-Based Pricing the Right Price for You?

    is an arrangement in which the seller is paid based on the actual performance of its product or service. It is becoming much more popular. In the advertising industry, agencies had been traditionally paid 15 percent of the cost of the View Details
    Keywords: by Benson Shapiro; Manufacturing
    • April 1990 (Revised January 1993)
    • Case

    Ad Council's AIDS Campaign (A): Advertising Strategy

    By: V. Kasturi Rangan and Janet Montgomery
    Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details
    Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry
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    • June 2024
    • Teaching Note

    Major League Baseball: Changing the Rules of America's Pastime

    By: Stephen A. Greyser, Mac Levin and Brent Schwarz
    Teaching Note for HBS Case No. 924-307. The Teaching Note offers suggestions for using the case as a “product innovation” for different levels of students and their knowledge of baseball. Discussion plan questions for instructors are provided in the context of MLB’s... View Details
    Keywords: Business Model; Business and Stakeholder Relations; Media; Product; Sports Industry
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    • 2010
    • Working Paper

    The Unbundling of Advertising Agency Services: An Economic Analysis

    By: Mohammad Arzaghi, Ernst R. Berndt, James C. Davis and Alvin J. Silk
    We address a longstanding puzzle surrounding the unbundling of services occurring over several decades in the U.S. advertising agency industry: What accounts for the shift from bundling to unbundling of services and the slow pace of change? Using Evans and Salinger's... View Details
    Keywords: Advertising; Change; Forecasting and Prediction; Cost; Price; Analytics and Data Science; Surveys; Marketing Strategy; Media; Service Operations; Agency Theory; Mathematical Methods; Advertising Industry; United States
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    • January 2014 (Revised June 2014)
    • Supplement

    Dumb Ways To Die: Advertising Train Safety (C)

    By: John Quelch
    The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details
    Keywords: Marketing; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Marketing Strategy; Digital Marketing; Advertising Industry; Advertising Industry; Advertising Industry; Oceania; Europe
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    • August 2015
    • Case

    Building an e-Commerce Brand at Wayfair

    By: Thales Teixeira and Elizabeth Anne Watkins
    Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... View Details
    Keywords: E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; ＂Marketing Analytics＂; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States
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    • May 2008
    • Supplement

    Tribune Company, 2007 (CW)

    By: Timothy A. Luehrman
    This case describes the proposed acquisition of Tribune Company by Sam Zell in 2007. Tribune Company is one of the largest newspapers and broadcasting companies in the United States. Zell's proposed acquisition is unusual in several respects. It is two-tiered, employs... View Details
    Keywords: Acquisition; Credit; Employee Stock Ownership Plan; Employees; Markets; Market Transactions; Negotiation Deal; Business and Shareholder Relations; Sales; Perspective; Journalism and News Industry; United States
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      Thomas R. Eisenmann

      Thomas R. Eisenmann is the Howard H. Stevenson Professor of Business Administration at the Harvard Business School; Peter O. Crisp Faculty Chair, Harvard Innovation Labs; and Unit Head of the HBS Entrepreneurial... View Details

      Keywords: broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting; broadcasting
      • August 1984 (Revised October 1994)
      • Case

      Suave

      By: Mark S. Albion
      Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is... View Details
      Keywords: Consumer Behavior; Product Marketing; Beauty and Cosmetics Industry
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      • November 2000
      • Case

      Geocast Network Systems, Inc.

      By: Thomas R. Eisenmann, Christina L. Darwall and Elizabeth Kind
      Geocast, a venture-backed start-up, had developed innovative technology for "datacasting" broadband information and entertainment content to an external hard drive, where it was cached for later retrieval by a Web-enabled PC. By using terrestrial TV, direct broadcast... View Details
      Keywords: Business Model; Customer Value and Value Chain; Entrepreneurship; Venture Capital; Information Management; Technological Innovation; Marketing Channels; Corporate Strategy; Entertainment and Recreation Industry; Entertainment and Recreation Industry
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      • 30 Sep 2022
      • Blog Post

      Latina Women in Leadership: Jacqueline Burgos (MBA 2014)

      works at Google in their Go-to-Market organization supporting the largest media advertising agencies in the world. Tell us about your life before HBS. Before HBS, I worked at HBO as a New Media Analyst in... View Details
      • March 2020 (Revised May 2020)
      • Case

      Redefining Mogul

      By: Ethan C. Rouen
      Tiffany Pham taught herself to code and created a technology platform, Mogul, with the goal of providing girls and women around the world with information and opportunities. After several years Mogul had reached more than 146 million women around the world and had... View Details
      Keywords: Women; Inclusion; Technology; Branding; Social Impact; Entrepreneurship; Internet and the Web; Information; Knowledge Dissemination; Gender; Diversity; Brands and Branding; Expansion; Strategy; Media; Personal Development and Career; Technology Industry; Technology Industry; United States
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      • 23 Aug 2011
      • First Look

      First Look: August 23

      relevant for industries characterized by product proliferation and horizontal differentiation. Read the paper: http://www.people.hbs.edu/banand/matchmaker2011published.pdf Accelerating the Adoption of... View Details
      Keywords: Sean Silverthorne
      • March 2020
      • Technical Note

      Influencer Marketing

      By: Jill Avery and Ayelet Israeli
      Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
      Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry
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      • December 2018 (Revised February 2020)
      • Case

      Fishbowl: Scaling Up

      By: Leslie K. John
      Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details
      Keywords: Communication Technologies; Customer Value; Value Chain; Interpersonal Communication; Talent and Talent Management; Customer Value and Value Chain; Entrepreneurship; Business Model; Growth and Development Strategy; Marketing Strategy; Advertising; Product Marketing; Digital Platforms; Consumer Behavior; Network Effects; Emotions; Motivation and Incentives; Trust; Applications and Software; Technology Adoption; Social Media; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; United States
      Related
      • February 2024 (Revised December 2024)
      • Case

      Best Buy Health: Enabling Care at Home

      By: Robert S. Huckman, Rosabeth Moss Kanter, Antonio Moreno, Bradley Staats and Sarah Mehta
      This case explores retailer Best Buy’s decision to enter health care. Best Buy Health aims to enable care at home across three prongs: consumer health, active aging, and virtual care. A key pillar of Best Buy Health's strategy is leveraging the Geek Squad—the company's... View Details
      Keywords: Business Ventures; Health Care and Treatment; Innovation and Invention; Business Strategy; Market Entry and Exit; Service Delivery; Service Operations; Electronics Industry; Electronics Industry; Electronics Industry; United States; Minnesota
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