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  • 2025
  • Working Paper

Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs

By: Mengjie Cheng, Elie Ofek and Hema Yoganarasimhan
We study how media firms can use LLMs to generate news content that aligns with multiple objectives—making content more engaging while maintaining a preferred level of polarization/slant consistent with the firm’s editorial policy. Using news articles from The New York... View Details
Keywords: Large Language Models; Content Creation; Media; Polarization; Generative Ai; Direct Preference Optimization; AI and Machine Learning; News; Perspective; Digital Marketing; Policy; Media and Broadcasting Industry
Related
  • November 2019 (Revised September 2022)
  • Case

TripAdvisor: An Itinerary for Growth

By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma
In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow.... View Details
Keywords: Business Growth and Maturation; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Brands and Branding; Operations; Customer Value and Value Chain; Information Technology; Travel Industry; Massachusetts
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    Jill J. Avery

    Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

    Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
    • 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
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      Rohit Deshpande

      Rohit Deshpandé is a Baker Foundation Professor and Sebastian S. Kresge Professor of Marketing, Emeritus at Harvard Business School, where he has been teaching in the Advanced Management Program,... View Details

      Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
      • 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
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        V. Kasturi Rangan

        Kash Rangan is the Malcolm P. McNair Professor of Marketing at the Harvard Business School. Formerly the chairman of the Marketing Department (1998-2002), he is now the co-chairman of the school's Social Enterprise Initiative. He has taught in a wide variety of MBA... View Details

        Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
        • 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
        Related
        • 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
        • Web

        Connect with Clubs - Recruiting

        Hire Talent Connect with Clubs Hire Talent Connect with Clubs Partner with a HBS Student Club Reach targeted groups of students by connecting with over 50 career-related student clubs. Work with club leaders to sponsor events, advertise... View Details
        • 15 Feb 2011
        • First Look

        First Look: Feb. 15

        each complementing the other. Government Advertising and Media Coverage of Corruption Scandals Authors:Rafael Di Tella and Ignacio Franceschelli Publication:American Economic Journal: Applied Economics (forthcoming) Abstract : We... View Details
        Keywords: Sean Silverthorne
        • Web

        Privacy Notice | About

        performing marketing, promotions and advertising, either directly or through third-parties. These activities may include interest-based advertising, targeted advertising and online behavioral advertising in... View Details
        • 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
        • 18 Sep 2017
        • Research & Ideas

        'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

        Advertising Symbiosis: The Key to Viral Videos The Revolution in Advertising: From Don Draper to Big Data Why Comparing Apples to Apples Online Leads To More Fruitful Sales What do you think? What big flops and bold wins have businesses... View Details
        Keywords: by Dina Gerdeman; Advertising; Advertising

          Das Narayandas

          Das Narayandas is the Edsel Bryant Ford Professor of Business Administration at the Harvard Business School. His academic credentials include a Bachelor of Technology degree in Engineering from the Indian Institute of Technology, Bombay (IITB), a Post-Graduate... View Details

          Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising

            Rosabeth M. Kanter

            Rosabeth Moss Kanter holds the Ernest L. Arbuckle Professorship at Harvard Business School, specializing in strategy, innovation, and leadership for change. Her strategic and practical insights guide leaders worldwide through teaching, writing, and direct... View Details

            Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
            • 11 Dec 2023
            • Research & Ideas

            Doing Well by Doing Good? One Industry’s Struggle to Balance Values and Profits

            transforming how work is done and how people are paid for it. This heightened tension between moral and material goals may be nowhere as intense as it is in journalism, a field with strong ethical convictions at its core, but whose business model has been decimated by... View Details
            Keywords: by Scott Van Voorhis
            • 08 Aug 2022
            • HBS Case

            Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

            What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details
            Keywords: by Shalene Gupta; Media & Broadcasting; Music

              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: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising