Publications

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

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

23 Nov 2016
News

How Focusing on Content Leads the Media Astray

10 Dec 2014
News

Front-Row Seat

digital turnaround was Justin Smith, a young, up-and-coming media professional with the ability to forge new alliances between editorial content and technology. “That recruitment was hard,” he recalls. The... View Details

Keywords: Julia Hanna; digital media; Corporate, Subsidiary, and Regional Managing Offices; Management

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

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

12 PM – 1 PM EDT, 25 Apr 2017
Webinars: Trending@HBS

A Recipe for Digital Disruption

In recent years, a new wave of digital disruption has been taking over the Internet. In this talk, Associate Professor Teixeira will show how a variety of firms, both incumbents and startups, are using digital technologies to break the bonds between activities that... View Details

Mar 15 2015
Interview

Sunil Gupta: Business in the Time of Social Media

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

Find at Harvard

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

01 Jun 2014
News

The Digital Deck

As a professor in the Strategy Unit, Bharat Anand has studied how media companies move a traditional product into the online space. Some have managed that transition well, he says, and others have not. In the early days, Anand observes,... View Details

Keywords: Julia Hanna

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

06 Dec 2021
News

Monaco's Digital Transformation

well the challenges that lay ahead. DIGITAL LEADERSHIP: Read how the president and CEO of Trusted Media Brands is spearheading digital innovation at her company in the 3-Minute... View Details

Keywords: Jennifer Gillespie

March 2018
Case

Sandra Brown Goes Digital (A): The Promise and Perils of Social Movements in a Healthcare Company

By: Rosabeth Moss Kanter and Jonathan Cohen

As a middle manager at a biotechnology company, Sandra Brown harnessed digital tools and social media to engage others and build campaigns for change in the company. This case follows her career at the company and describes the challenges she faced as a change agent,... View Details

Keywords: Digital; Engagement; Stakeholder Engagement; Grassroots Movement; Organization Change And Adaptation; Quality; Health Care; Health Care Industry; Career Path; Leading Change; Management; Innovation and Management; Personal Development and Career; Organizational Change and Adaptation; Biotechnology Industry; Health Industry

07 Feb 2022
Research & Ideas

Digital Transformation: A New Roadmap for Success

backgrounds. One media executive predicted that in five years, engineers would comprise a third of his company’s workforce. Today, digital transformation requires upskilling all employees so they can harness... View Details

Keywords: by Linda A. Hill, Ann Le Cam, Sunand Menon, and Emily Tedards

2007
Working Paper

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

By: John A. Deighton and Leora Kornfeld

The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into... View Details

Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Internet and the Web