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  • Web

Accounting & Management - Faculty & Research

implications for explaining and implementing changes in corporate governance and control mechanisms. May 2025 Case Initial Financial Statements at Blank Corporation: Bridging Content and Commerce By: Jung Koo Kang , Panje Jayden Kim and... View Details

    Felix Oberholzer-Gee

    Felix Oberholzer-Gee is the Andreas Andresen Professor of Business Administration at Harvard Business School. An award-winning instructor, his academic work and consulting are focused on competitive strategy and the effects of digital technology on corporate... View Details

    Keywords: advertising; advertising; advertising; advertising
    • 20 May 2014
    • First Look

    First Look: May 20

    514-048 YouTube for Brands This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally made View Details
    Keywords: Sean Silverthorne
    • 18 Nov 2014
    • First Look

    First Look: November 18

    television advertising influences online shopping. We construct a massive dataset spanning $3.4 billion in spending by 20 brands, including measures of brands' website traffic and transactions as well as ad View Details
    Keywords: Sean Silverthorne
    • 13 Jul 2016
    • HBS Case

    How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

    are providing content to users publicly, others can grab that information.” It’s not enough to just take someone else’s customers, though, he warns—you’ve got to give them something better than they had before. LESSON TWO: CREATE A BETTER... View Details
    Keywords: by Michael Blanding; Retail; Service; Transportation
    • October 2011 (Revised May 2015)
    • Case

    The American Repertory Theater

    By: Rohit Deshpande, Allen S. Grossman and Ryan Johnson
    When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed to give the audience more ownership over the theater experience, excited theatergoers by... View Details
    Keywords: Advertising Campaigns; Arts; Business Model; Leading Change; Media; Organizational Change and Adaptation; Nonprofit Organizations; Competitive Strategy; Entertainment and Recreation Industry; North and Central America
    Related
    • October 2007 (Revised December 2007)
    • Case

    TiVo 2007: DVRs and Beyond

    By: David B. Yoffie and Michael Slind
    Tom Rogers, CEO of TiVo, had placed multiple strategic bets on his company. In September 2007, that strategy was due for a major test. TiVo was a maker of digital video recorder (DVR) products and a distributor of DVR technology. Rogers believed that macro-trends in... View Details
    Keywords: Advertising; Business Model; Television Entertainment; Intellectual Property; Lawsuits and Litigation; Management Analysis, Tools, and Techniques; Distribution; Problems and Challenges; Partners and Partnerships; Research; Internet; Entertainment and Recreation Industry; United States
    Related
    • 22 May 2024
    • HBS Case

    Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

    government exerts on TikTok, concerns the app could compromise US national security and user data, and stark differences between the content and rules mandated in China versus abroad. "You must ask yourself, ‘What is the power of this... View Details
    Keywords: by Rachel Layne; Technology
    • 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
    • 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
    • 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
    • Web

    Marketing - Faculty & Research

    make important contributions in the future. The current economic crisis is changing consumers' current and future purchase and consumption patterns. Search engines have changed the way consumers obtain information and make decisions and they are also dramatically... View Details
    • 25 Apr 2017
    • First Look

    First Look at New Research, April 25

    Economics & Management Strategy Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior By: Prince, Jeffrey, and Shane Greenstein Abstract—The television industry is undergoing a generational shift in... View Details
    Keywords: Sean Silverthorne
    • 18 Sep 2017
    • Research & Ideas

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

    Encourage endorsements A consumer merely liking a brand on Facebook isn’t considered all that effective in attracting brand followers, but paying to have branded content displayed in followers’ news feeds does work. Brands should find... View Details
    Keywords: by Dina Gerdeman; Advertising; Advertising
    • 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
    • 17 Apr 2012
    • First Look

    First Look: April 17

    advertising were not sufficient to replace the loss of print revenue, and many publishers had explored charging readers for content, with mixed success, where specialized sources like The Wall Street Journal successfully using the model,... View Details
    Keywords: Carmen Nobel
    • Profile

    Pam Chan

    Her role: advertising sales for Southeast Asia. "All companies say they want to be transformed digitally," Pam observes, "but most are struggling. It makes sense to start with digital View Details
    Keywords: CPG; Tech
    • 10 Aug 2010
    • First Look

    First Look: August 10

    that search engine advertisements tend to be less safe than the corresponding organic listings. Least-Cost Avoiders in Online Fraud and Abuse Author:Benjamin G. Edelman Publication:IEEE Security and Privacy 8, no. 4 (July-August 2010)... View Details
    Keywords: Martha Lagace
    • 16 Nov 2010
    • First Look

    First Look: November 16, 2010

    had suggested—and if so, who should be charged how much and for what? Could YouTube charge users for downloading content, a model it was now beginning to test? Or would it be better for the online video giant to continue to pursue an View Details
    Keywords: Sean Silverthorne
    • 05 Feb 2013
    • First Look

    First Look: Feb. 5

    article mainly evaluates Roger Fisher's core contributions to the content or substance of negotiation research, theory, teaching, and practice. The discussion is organized around five thematic prescriptions: 1) focus on the other party's... View Details
    Keywords: Sean Silverthorne