Publications

25 Oct 2022
Research & Ideas

Is Baseball Ready to Compete for the Next Generation of Fans?

New York Yankee slugger Aaron Judge, would surpass the $10.7 billion it reported in 2019—the last full season before pandemic interruptions. The league also signed new TV contracts with ESPN and TBS before this season, and next year will allow teams to display View Details

Keywords: by Christina Pazzanese, Harvard Gazette; Media & Broadcasting; Sports

30 Mar 2018
What Do You Think?

What Should Mark Zuckerberg Do?

will be smart to unbundle the services and come out with a pricing table.” As Munyaradzi Mushato put it, “implement an authentic platform strategy where users pay, advertisers pay, and developers pay for the value they get.” Clearly,... View Details

Keywords: by James Heskett; Web Services; Information Technology

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

06 Dec 2017
What Do You Think?

Is It Time To Break Up Amazon, Apple, Facebook, or Google?

ourselves not only to revenue-producing advertising but also a stream of advertising reminders based on information that follows us for a lifetime. Can you name Google’s closest competitor in search and... View Details

Keywords: by James Heskett; Technology; Web Services

31 Jan 2007
HBS Case

When Good Teams Go Bad

What could better symbolize high-level business performance than an eight-oared crew team rowing in perfect unison, their boat powered by a selfless collaboration of strength, skill, and shared purpose? It's no wonder that advertisers... View Details

Keywords: by Garry Emmons

01 Aug 1998
News

High Honors

an entrepreneur. With several other HBS graduates, he undertook a decidedly low-tech startup: plastic phone book covers to carry local advertisements in Massachusetts. The company, the National Merchandising Corporation, was such a... View Details

February 2018 (Revised October 2020)
Case

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

category of products. Take for example the "Got Milk" advertising campaign, which is intended to increase demand for a category of products, milk. In contrast, an advertisement that points out how... View Details

Keywords: by Dina Gerdeman

Web

US Business Immigration Overview - Alumni

requires that an employer place 2 Sunday print newspaper advertisements for the offered position and also document at least 3 of the following additional recruitment efforts:. Posting the position on the employer's web site Participation... View Details

October 2009 (Revised June 2010)
Case

Hulu: An Evil Plot to Destroy the World?

By: Anita Elberse and Sunil Gupta

In July 2009, Jason Kilar, the chief executive officer of Hulu, is debating whether the online video aggregator should move away from a purely advertising-supported model, and whether it should participate in an industry-wide initiative to develop and test... View Details

Keywords: Advertising; Business Model; Television Entertainment; Distribution Channels; Service Operations; Internet and the Web; Media and Broadcasting Industry; Motion Pictures and Video Industry

March 2020
Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery

Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details

Web

Documenting the Wartime Effort | Baker Library | Bloomberg Center | Harvard Business School

initiative to build a sizeable collection of images documenting the company and its subsidiaries around the country. Photographers included exceptional artists such as Russell Aikins, Robert Yarnall Richie, Fred Korth, and Fritz Henle. A freelance View Details

15 Jul 2019
Book

Many Executives Are Afraid of Finance. Here's How They Can Gain Confidence

it’s a forward-looking, subjective, creative exercise that requires a lot of imagination. Think about valuing Facebook today. It requires predicting the future of privacy policies around the world, the actions of Google and Amazon in the View Details

Keywords: by Dina Gerdeman

06 Jan 2014
Research & Ideas

Technology Re-Emergence: Creating New Value for Old Innovations

cheap quartz watches, SMH and other Swiss watchmakers used the success as an opportunity to reintroduce mechanical watches to the market. This time they were advertised not simply as precision timepieces, but as carefully crafted luxury... View Details

Keywords: by Carmen Nobel; Apparel & Accessories; Technology; Consumer Products

September 2011 (Revised December 2012)
Case

Pepsi-Lipton Brisk

By: Thales S. Teixeira and Alison Caverly

This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads... View Details

Keywords: Marketing Channels; Marketing Communications; Advertising Campaigns; Decision Making; Media; Product Launch; Resource Allocation; Performance Effectiveness; Budgets and Budgeting; Food and Beverage Industry

21 Aug 2017
Lessons from the Classroom

Companies Love Big Data But Lack the Strategy To Use It Effectively

brands goes to digital media. What happens when products with sensors generate such volumes of customer experience data that advertising may be a less significant factor?” Jeff Polzer, of the Organizational Behavior faculty, introduced... View Details

Keywords: by Dina Gerdeman

February 2011 (Revised February 2012)
Case

Online Marketing at Big Skinny

By: Benjamin Edelman and Scott Duke Kominers

Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details

Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry