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    Isamar Troncoso

    Isamar Troncoso is an Assistant Professor of Business Administration in the Marketing Unit at HBS. She teaches the Marketing course in the MBA required curriculum.

    Professor Troncoso studies problems related to digital marketplaces and new technologies. She... View Details

    Keywords: high technology; high technology; high technology
    • March 2025
    • Case

    Stagwell: AI and the Future of Marketing

    By: Suraj Srinivasan and Radhika Kak
    In early 2025, Mark Penn, Founder, CEO and Chairman of Stagwell, a global marketing company with a network of over 70+ agencies that served over 4000 blue-chip customers across 40 countries, was looking at ways that marketers should navigate the disruption emanating... View Details
    Keywords: Marketing; Advertising; Retention; Innovation Strategy; Technology Industry; Technology Industry
    Related
    • March 2017 (Revised September 2017)
    • Case

    Facebook Fake News in the Post-Truth World

    By: John R. Wells and Carole A. Winkler
    In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and many attributed Trump’s victory to... View Details
    Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Social Networking; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Communication; Communication Technology; Forms of Communication; Interactive Communication; Interpersonal Communication; Talent and Talent Management; Crime and Corruption; Voting; Demographics; Entertainment; Games, Gaming, and Gambling; Moral Sensibility; Values and Beliefs; Initial Public Offering; Profit; Revenue; Geography; Geographic Location; Global Range; Local Range; Country; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Government and Politics; International Relations; National Security; Political Elections; Business History; Recruitment; Selection and Staffing; Information Management; Information Publishing; News; Newspapers; Innovation and Management; Innovation Strategy; Technological Innovation; Knowledge Dissemination; Human Capital; Law; Leadership Development; Leadership Style; Leading Change; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Management Style; Management Systems; Management Teams; Managerial Roles; Marketing Channels; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Marketplace Matching; Industry Growth; Industry Structures; Monopoly; Media; Product Development; Service Delivery; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Public Ownership; Problems and Challenges; Business and Community Relations; Business and Government Relations; Groups and Teams; Networks; Rank and Position; Opportunities; Behavior; Emotions; Identity; Power and Influence; Prejudice and Bias; Reputation; Social and Collaborative Networks; Status and Position; Trust; Society; Civil Society or Community; Culture; Public Opinion; Social Issues; Societal Protocols; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customization and Personalization; Diversification; Expansion; Horizontal Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Information Infrastructure; Digital Platforms; Internet and the Web; Mobile and Wireless Technology; Valuation; Information Technology Industry; Information Technology Industry; Information Technology Industry; Information Technology Industry; Information Technology Industry; Information Technology Industry; Information Technology Industry; Information Technology Industry; Information Technology Industry; Information Technology Industry; Information Technology Industry; United States; California; Sunnyvale; Russia
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      Jeffrey F. Rayport

      Jeffrey F Rayport is a faculty member in the Entrepreneurial Management Unit at Harvard Business School, where he teaches in the School’s MBA and Executive Education Programs and on HBS Online. His primary focus in teaching and research is growth-stage technology... View Details

      • 09 Sep 2019
      • News

      Should you ditch your cash? A growing number of cities say no way

      • October 2020
      • Case

      PraDigi Open Learning: Transforming Rural India

      By: John J-H Kim and Malini Sen
      Pratham is a non-governmental organization, focusing on high-quality, low-cost and replicable interventions to address gaps in the Indian education system. Co-founder Madhav Chavan is interested in using technology for education but differed in the way it is used in... View Details
      Keywords: Decision Choices and Conditions; Social Entrepreneurship; Education; Information Technology; Learning; Growth and Development Strategy; Non-Governmental Organizations; Social Issues; Education Industry; India; Asia
      Related
      • April 2024
      • Case

      Managing AI Risks in Consumer Banking

      By: Suraj Srinivasan, Satish Tadikonda, Paul Dongha, Manoj Saxena and Radhika Kak
      In early 2024, Ruth Jones, head of digital banking at Signa Bank, a (fictitious) European consumer bank, was thinking about how to best incorporate GenAI capabilities to improve efficiencies and create new ways to improve the customer experience. Where were the biggest... View Details
      Keywords: Customer Relationship Management; AI and Machine Learning; Risk Management; Opportunities; Customization and Personalization; Banking Industry; Europe
      Related
      • February 2009
      • Case

      HP: The Computer is Personal Again

      By: Rajiv Lal and Cathy Ross
      In September 2008, Todd Bradley, executive vice president of Hewlett-Packard Company's Personal Systems Group (PSG), gathered his thoughts before a meeting with his top executives and managers for product design and marketing. On the agenda was a discussion of... View Details
      Keywords: Revenue; Product Positioning; Corporate Strategy; Computer Industry; Retail Industry
      Related

        The Business of Entertainment, Media, and Sports

        In the business of entertainment, digital technologies are dramatically disrupting the way products are developed, marketed, and distributed. As a result of this paradigm shift, entertainment executives and content producers are challenged to effectively allocate... View Details

          Alan D. MacCormack

          Alan MacCormack is the MBA Class of 1949 Adjunct Professor of Business Administration at the Harvard Business School, a member of The Digital, Data, and Design (D^3) Institute at Harvard, and a core faculty member... View Details

          Keywords: high technology; high technology; high technology; high technology; high technology; high technology; high technology; high technology; high technology; high technology; high technology; high technology
          • 2023
          • Working Paper

          How Private Investors Value 'Platformness': An Exploratory Study of Unicorns

          By: David B. Yoffie, Michael A. Cusumano, Annabelle Gawer, Sarah von Bargen and Kwesi Acquay
          This paper explores the premium investors have been willing to pay for private companies (unicorns) that are digital platforms vs. traditional companies. View Details
          Keywords: Platforms And Ecosystems; Digital Platforms; Investment Portfolio
          Related
          • 21 Apr 2016
          • News

          Media houses must think beyond content: Bharat Anand

          • October 2017
          • Case

          LeBron James: Building a Hollywood Empire

          By: Anita Elberse
          It is June 2016. Superstar basketball player LeBron James and his childhood friend and business partner Maverick Carter are celebrating James’ third NBA championship. The duo will soon have to decide on a strategy for their media businesses—their film and television... View Details
          Keywords: Film; Motion Picutres; Superstar; Innovation; Creative Industries; Talent; General Management; Celebrities; Marketing; Entertainment; Sports; Media; Film Entertainment; Innovation Strategy; Talent and Talent Management; Strategy; Digital Strategy; Sports Industry; Media and Broadcasting Industry; Entertainment and Recreation Industry; Motion Pictures and Video Industry
          Related
          • 21 Jul 2022
          • News

          The 12 Must-Read Books of the Summer, According to Adam Grant

          • 04 Aug 2015
          • News

          How Mobile Fundamentally Changes Marketing

          • October 2019 (Revised October 2019)
          • Case

          Epic Games

          By: Andy Wu and Christopher Zhang
          Epic Games entered a stagnant market with its PC-games digital storefront in 2018, in the context of incumbent competitors such as Steam, its meteoric rise via Fortnite, and imminent industry shifts in gaming distribution. On the surface, Epic Games Store’s competitive... View Details
          Keywords: Industry Analysis; Video Games; Platforms; Comparative Advantage; Growth Strategy; Innovation Focused Strategy; Pricing Strategy; Strategy; Competition; Growth and Development Strategy; Innovation Strategy; Games, Gaming, and Gambling; Digital Platforms; Technology Industry
          Related
          • 12 Oct 2022
          • Video

          Elizabeth M. Adams: Civic Tech as Advocacy Work

          • 30 Mar 2016
          • News

          Mastering a Facebook World

          • January 2021 (Revised May 2021)
          • Case

          Amazon Shopper Panel: Paying Customers for Their Data

          By: Eva Ascarza and Ayelet Israeli
          This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details
          Keywords: Data Analytics; Data Privacy; Data Management; ＂Marketing Analytics＂; Marketing Communication; Marketing Research; Data-driven Management; E-Commerce Strategy; Ethical Decision Making; CRM; Consumer Protection; Targeted Advertising; Targeted Policies; Data Ownership; Marketing; Research; Marketing Communications; Analytics and Data Science; Management; Customer Relationship Management; Ethics; E-commerce; Technology Industry; Technology Industry; United States
          Related
          • 2016
          • Working Paper

          The Reference Wars: Encyclopedia Britannica's Decline and Encarta's Emergence

          By: Shane Greenstein
          The experience of Encyclopædia Britannica provides the canonical example of the decline of an established firm at the outset of the digital age. Competition from Microsoft's Encarta in 1993 led to sharp declines in the sales of books, which led to the distressed sale... View Details
          Keywords: Market Entry and Exit; Service Operations; Emerging Markets; Applications and Software; Books; Information Technology Industry; Information Technology Industry
          Related