Publications

November 2018
Case

The Bundesliga in the U.S.

By: Stephen A. Greyser, Sascha L. Schmidt and Florian Holzmayer

The Bundesliga, Germany’s premier football (soccer) league, is assessing its global broadcast and marketing strategy, with special focus on the very lucrative but highly competitive U.S. market. Its CEO Christian Seifert believed that a strong international position... View Details

Keywords: Media; Sports; Global Strategy; Marketing Strategy; Competitive Strategy; Media and Broadcasting Industry; Media and Broadcasting Industry; United States

May 2017
Case

Fresh to Table

By: Gautam Mukunda and Brooks C. Holtom

After the contentious firing of an office manager, the leadership at Fresh to Table, a software-as-a-service provider for luxury hotels and restaurants, make an unpleasant discovery. While reviewing the office manager's internal electronic communications, company... View Details

Keywords: Behavior; Resignation and Termination; Organizational Culture; Values and Beliefs; Leadership

9 AM – 11:59 PM EDT, 20 Jun 2018
HBS Alumni Events

Take an Alum to Lunch Day

Are you tired of eating at your desk alone? Want to make some new HBS friends and connections? Then join HBS alumni around the world for a unique networking event Take an Alum to Lunch Day Wednesday, June 20, 2018 View Details

27 Sep 2019
Video

Ronnie Screwvala

Ronnie Srewvala, who founded the Indian media conglomerate UTV in 1990 and The Swades Foundation, a non-profit in 2013, which aimed to lift a million people out of poverty, discusses the strategy pursued in... View Details

September 2019 (Revised December 2019)
Case

Google: To TVC or Not to TVC?

By: William R. Kerr and Carl Kreitzberg

In late 2018, evidence emerged that many of Google’s temporary help agency workers, vendors, and independent contractors (“TVCs”) were unhappy with the company. TVCs, who reportedly made up 49.95% of Google’s 170,000-person global workforce, had raised concerns of... View Details

14 Feb 2017
News

The Value of a Facebook Fan: Does “Liking” Influence Consumer Behavior?

27 Sep 2019
Video

Ronnie Screwvala

Ronnie Srewvala, who founded the Indian media conglomerate UTV in 1990, discusses how after selling UTV to Disney in 2012, he expanded his earlier philanthropic ventures and eventually founded The Swades... View Details

2021
Chapter

Geographic Inequality and the Internet

By: Chris Forman, Avi Goldfarb and Shane Greenstein

BOOK ABSTRACT: This cutting-edge Handbook offers fresh perspectives on the key topics related to the unequal use of digital technologies. Considering the ways in which technologies are employed, variations in conditions under which people use digital media and... View Details

11 Apr 2013
News

Current fiscal policy harms U.S. competitiveness

25 Mar 2016
Video

Sharon Peyer, Co-founder, & VP Business Development, HitBliss

June 2015
Case

The Coca-Cola Company's Case for Creative Transformation

By: Thales S. Teixeira and Elizabeth Anne Watkins

In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan... View Details

Keywords: Attention Economics; Creating Connections; Digital Marketing; Marketing Innovations; Social Networks; Advertising Content; Networked Brand; Beverage Industry; Coca-Cola; Digital Innovation; Digital Transition; Marketing; Marketing Communications; Innovation Strategy; Social and Collaborative Networks; Advertising; Creativity; Consumer Products Industry

January 2019 (Revised October 2020)
Technical Note

Brand Storytelling

By: Jill Avery

Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details

Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry

2011
Book

Oprah, Leading With Heart

By: Nancy F. Koehn

Harvard Business School professor Nancy F. Koehn provides an inspiring example of a leader who leads not just from the head but the heart. Her name: Oprah Winfrey. Here, in this brief eBook, is how she built a media empire and the lessons you can apply to your own work... View Details

Keywords: Entertainment; Leadership