Publications

August 2006
Case

Dreyer's Slow Churned(TM) Ice Cream

By: Noel H. Watson, Steven C. Wheelwright and Brian DeLacey

Examines capacity forecasting and planning in a complex new product introduction scenario. The introduction at Dreyer's, a large dairy snack manufacturer, involves not only a new product but a new manufacturing process and product package, thus implying a significant... View Details

Keywords: Advertising; Forecasting and Prediction; Growth and Development Strategy; Brands and Branding; Product Launch; Product Development; Planning; Food and Beverage Industry; United States

October 2015
Case

BandPage (A)

By: Karim R. Lakhani, Colin Maclay and Greta Friar

BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began... View Details

Keywords: Digital Innovation; Digital Music; Digital Marketing; Mobile Marketing; Technological Innovation; Marketing Communications; Music Entertainment; Mobile Technology; Music Industry

September 2017
Supplement

Actera Group: Investing in Mars Cinema Group (B)

By: Victoria Ivashina and Eren Kuzucu

In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second larger player in the market, AFM,... View Details

Keywords: Private Equity; Value Creation; Transformation; Valuation; Entertainment and Recreation Industry; Motion Pictures and Video Industry; Turkey

November 2019
Teaching Note

Actera Group: Investing in Mars Cinema Group (A) and (B)

By: Victoria Ivashina and Jeffrey Boyar

In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second larger player in the market, AFM,... View Details

Keywords: Private Equity; Value Creation; Transformation; Valuation; Entertainment and Recreation Industry; Motion Pictures and Video Industry; Turkey

September 2017
Supplement

Actera Group: Investing in Mars Cinema Group (A)

By: Victoria Ivashina and Eren Kuzucu

In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second larger player in the market, AFM,... View Details

Keywords: Private Equity; Value Creation; Transformation; Valuation; Entertainment and Recreation Industry; Motion Pictures and Video Industry; Turkey

September 2017 (Revised July 2019)
Case

Actera Group: Investing in Mars Cinema Group (A)

By: Victoria Ivashina and Eren Kuzucu

In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second largest player in the market, AFM,... View Details

Keywords: Private Equity; Value Creation; Transformation; Valuation; Entertainment and Recreation Industry; Motion Pictures and Video Industry; Turkey

09 Dec 2002
Research & Ideas

Unilever—A Case Study

animal feeds. In Europe, its food business spanned all stages of the industry, from fishing fleets to retail shops. Among its range of ancillary services were shipping, paper, packaging, plastics, and advertising and market research.... View Details

Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail

16 Nov 2016
Research & Ideas

Turning One Thousand Customers into One Million

to reach new people. Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as Google search ads, Facebook ads, and YouTube video ads offer many... View Details

Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations

29 Nov 2022
Research & Ideas

Is There a Method to Musk’s Madness on Twitter?

an influential but unprofitable business that lost money eight of the last 10 years. Now, digital ad revenues are falling pretty rapidly across the internet, and advertisers are pausing or bailing on Twitter. What is the company’s... View Details

Keywords: by Christina Pazzanese, Harvard Gazette; Technology

07 Jun 2023
HBS Case

3 Ways to Gain a Competitive Advantage Now: Lessons from Amazon, Chipotle, and Facebook

the same customers. The Ordinary reduces costs. The no-frills cosmetic brand eschews the kind of product customization and coveted celebrity endorsements often seen in the industry, cutting research and development and advertising costs.... View Details

Keywords: by Michael Blanding

April 2012
Article

Broadening Focus: Spillovers, Complementarities and Specialization in the Hospital Industry

By: Jonathan R. Clark and Robert S. Huckman

The long-standing argument that focused operations outperform others stands in contrast to claims about the benefits of broader operational scope. The performance benefits of focus are typically attributed to reduced complexity, lower uncertainty, and the development... View Details

Keywords: Performance Capacity; Operations; Advertising; Production; Corporate Strategy; Relationships; Medical Specialties; Complexity; Risk and Uncertainty; Experience and Expertise; Diversification; Quality; Health Industry

Find at Harvard

March 2011 (Revised December 2012)
Case

Demand Media

By: John Deighton and Leora Kornfeld

Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details

Keywords: Business Model; Information Publishing; Consumer Behavior; Customization and Personalization; Internet and the Web; Publishing Industry

17 Dec 2013
First Look

First Look: December 17

self-reinforcing during the sample period, which, in turn, has implications for the consequences of IFRS adoption. Publisher's link: http://ssrn.com/abstract=1590245 August 2013 Journal of Advertising Research Optimizing the Amount of... View Details

Keywords: Carmen Nobel

2011
Working Paper

The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments

By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta

Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different... View Details

Keywords: Decision Choices and Conditions; Forecasting and Prediction; Investment; Brands and Branding; Marketing Strategy; Demand and Consumers; Mathematical Methods