Digitization - Publications - Faculty & Research - Harvard Business School

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March 2017 (Revised May 2019)
Case

Marketing Transformation at Mastercard

By: Sunil Gupta, Srinivas K. Reddy and David Lane

Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details

Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry

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 2016
Case

Acxiom

By: John Deighton

Acxiom built the market for personal data, yet sales have been flat for a decade during which marketing's appetite for data has exploded. Will the acquisition of a digital data onboarder LiveRamp give marketers what they want from a data broker? View Details

Keywords: Big Data; Direct Marketing; Personal Data; Privacy; Digital Marketing; Retargeting; Rights; Analytics and Data Science; Ethics; Marketing; United States

May 2025
Teaching Note

Bridj and the Business of Urban Mobility (B): A New Model in Kansas City

By: Rosabeth Moss Kanter and Jonathan Cohen

This Teaching Note helps instructors teach students the HBS Case, Bridj and the Business of Urban Mobility (B): A New Model in Kansas City. In late 2016, Bridj was expanding its digital platform to help address urban mobility problems faced by cities across the country... View Details

Keywords: App Development; Innovation; Stakeholder Engagement; Collaboration; Ride-sharing; Entrenchment; Digital; Transportation; Urban Development; Disruption; Business Startups; Digital Platforms; Growth and Development Strategy; Business and Stakeholder Relations; Partners and Partnerships; Expansion

January 2014 (Revised March 2015)
Case

Google Car

By: Karim R. Lakhani, James Weber and Christine Snively

By 2013, Google, while not a traditional manufacturer of automobiles, had invested millions of dollars in its self-driving cars which had logged over 500,000 miles of testing. The Google management team faced several questions. Should Google continue to invest in the... View Details

Keywords: Digital Services; Innovation; Technology; Technological Innovation; Internet and the Web; Market Entry and Exit; Transportation; Auto Industry; United States

November 2021
Article

Digital Infrastructure Is More Than Just Broadband: What the U.S. Can Learn from Europe's Open Source Technology policy study

By: Frank Nagle

Keywords: Technological Innovation; Infrastructure; Open Source Distribution; Economic Growth; United States; European Union

07 May 2024
News

Digital Data Design Institute at Harvard Announces AI-Focused Partnerships With JP Morgan Chase, Microsoft, and Boston Consulting Group

08 Apr 2022
News

Social Media Helps the Environmental Movement to Mobilize—but Digital Firms Are Walking a Fine Line Now: Amit Goldenberg

November 2015 (Revised April 2017)
Case

Streaming Over Broadband: Why Doesn't My Netflix Work?

By: Shane Greenstein and Michael Norris

In late 2013 and early 2014, Netflix service over the major U.S. Internet Service Providers (ISPs) suffered major slowdowns. What were the causes of these problems? What could Netflix do to solve them? View Details

Keywords: Digital Innovation; Internet; Broadband Service; Internet and the Web; Information Technology; Infrastructure; Utilities Industry; United States

21 Jan 2015
News

An Ounce of Preparation Is Worth a Pound of Prototypes

Keywords: digital innovation; minimal viable product

January 23, 2023
Article

Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines

By: Susan Athey, Kristen Grabarz, Michael Luca and Nils Wernerfelt

Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and... View Details

Keywords: COVID-19 Pandemic; Public Health; Vaccines; Social Media; Advertising; Power and Influence; Health Care and Treatment

October 2015
Teaching Plan

The Coca-Cola Company's Case for Creative Transformation

By: Thales Teixeira

This Teaching Plan is to be used with the Video Case "The Coca-Cola Company's Case for Creative Transformation" (HBS No. 815-714) View Details

October 2013
Case

Rhythm & Blues

The bankruptcy filing of Rhythm & Hues, who received an Oscar for the arresting visual effects in Life of Pi, raised questions about the challenges faced by the firms like it as well as the broader post-production industry. The rapid pace of technology certainly... View Details

Keywords: Post-production; Visual Effects; Digital; Entertainment; Animation Entertainment; Film Entertainment; Television Entertainment; Theater Entertainment; Job Cuts and Outsourcing; Information Technology; Internet and the Web; Applications and Software; Information Infrastructure; Motion Pictures and Video Industry; Los Angeles

June 2018
Article

Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged

By: Clarence Lee, Elie Ofek and Thomas Steenburgh

We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across... View Details

Keywords: Customer Engagement; Adoption Routes; Word-of-Mouth; Digital Marketing; Bayesian Estimation; Customers; Communication; Consumer Behavior; Marketing; Internet and the Web; Analytics and Data Science

Find at Harvard

March 2010 (Revised May 2012)
Case

Bank of America: Mobile Banking

By: Sunil Gupta and Kerry Herman

In January 2010, Jen McDonald, head of Bank of America Corporation's (BAC) Digital Marketing group, was discussing the bank's mobile strategy with Douglas Brown, senior vice president, Mobile Product Development. BAC launched mobile banking in 2007 and within three... View Details

Keywords: Marketing; Digital Marketing; Financial Services; Mobile Banking; Channels; Strategy; Banks and Banking; Marketing Strategy; Service Delivery; Mobile and Wireless Technology; Banking Industry; United States

October 2023 (Revised March 2024)
Case

KOKO Networks: Bridging Energy Transition and Affordability with Carbon Financing

By: George Serafeim, Siko Sikochi and Namrata Arora

The problem was massive: two million hectares of African forests were lost annually to charcoal production for cooking, an area equivalent to 13 times Greater London, resulting in one billion tons of carbon emissions yearly. At the same time, an estimated 700,000... View Details

Keywords: Clean Tech; Digital; Carbon Credits; Carbon Offsetting; Climate Change; Entrepreneurship; Energy Sources; Environmental Sustainability; Health; Market Design; Business Startups; Transition; Environmental Regulation; Policy; Energy Industry; Consumer Products Industry; Africa; Kenya; Rwanda

January 2017 (Revised March 2017)
Case

IBM Transforming, 2012–2016: Ginni Rometty Steers Watson

By: Rosabeth Moss Kanter and Jonathan Cohen

To transform IBM for the next technology wave, Ginni Rometty, who became CEO in 2012, led divestment of declining businesses, made acquisitions in digital innovation and cloud computing, formed partnerships with former competitors such as Apple and tech startups, and... View Details

Keywords: Digital; Technological Change; Artificial Intelligence; Data; IBM; Watson; Internet Of Things; Innovation and Invention; Management; Sales; Information Technology; Technological Innovation; Transformation; AI and Machine Learning

December 2018 (Revised September 2019)
Case

Brand Activism: Nike and Colin Kaepernick

By: Jill Avery and Koen Pauwels

Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details

Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America

May 2020 (Revised January 2022)
Case

Michael Ku and Global Clinical Supply at Pfizer Inc.: Bringing Hope to Patients (A)

By: Linda A. Hill, Allison J. Wigen and Emily Tedards

Michael Ku joined Pfizer in 2011, after the company had undergone three large-scale mergers and acquisitions. His mission was to drive the digital transformation of the company’s clinical supply chain, but he knew he had to start with the culture. Over the next eight... View Details

May 2020 (Revised August 2022)
Teaching Note

Direct to Consumer Brands

By: Sunil Gupta

In recent years, we have seen a dramatic rise of direct-to-consumer (DTC) brands. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to attain valuations... View Details

Keywords: Direct-to-consumer; Digital Marketing; Industry Evolution; Business Startups; Internet and the Web; Brands and Branding; Marketing; Change; Consumer Behavior

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