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  • All HBS Web  (545)
    • News  (77)
    • Research  (382)
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Show Results For

  • All HBS Web  (545)
    • News  (77)
    • Research  (382)
    • Events  (4)
    • Multimedia  (1)
  • Faculty Publications  (217)
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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
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Cheng, Mengjie, Elie Ofek, and Hema Yoganarasimhan. "Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs." Harvard Business School Working Paper, No. 25-051, April 2025.
  • April 2015 (Revised December 2015)
  • Case

Resuscitating Monitter

By: Benjamin Edelman and Wei Sun
After a Twitter API change and policy change block his fledgling startup, solo entrepreneur Alex Holt evaluates his options. Should he double-down with a major investment in new servers, rewriting his app from scratch, and charging users for a service that he had... View Details
Keywords: Platform Strategy; Envelopment; Dependence; Social Media; Business Strategy; Vertical Integration; Information Technology; Digital Platforms; Advertising Industry; Advertising Industry; Australia
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Edelman, Benjamin, and Wei Sun. "Resuscitating Monitter." Harvard Business School Case 915-027, April 2015. (Revised December 2015.) (request a courtesy copy.)
  • April 2018
  • Teaching Plan

NBCUniversal Telemundo: Transforming Latino Television

By: Henry McGee
Teaching Plan for HBS No. 318-018. View Details
Keywords: Television Industry; Television Advertising; Broadcasting; Telecommunications; Internet; Digital Marketing; Media and Broadcasting Industry; Media and Broadcasting Industry; Miami
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McGee, Henry. "NBCUniversal Telemundo: Transforming Latino Television." Harvard Business School Teaching Plan 318-073, April 2018.
  • September 2014 (Revised March 2015)
  • Case

Managing Multi-Media Audiences at WHDH (Boston)

By: Thales Teixeira and V. Kasturi Rangan
WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and for affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begun to use... View Details
Keywords: Online News; Television Advertising; Attention Economics; Cross-media Efforts; Competition; Internet and the Web; Consumer Behavior; Organizational Change and Adaptation; Change Management; Marketing Strategy; Decision Choices and Conditions; Digital Marketing; Television Entertainment; Media and Broadcasting Industry; Boston
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Teixeira, Thales, and V. Kasturi Rangan. "Managing Multi-Media Audiences at WHDH (Boston)." Harvard Business School Case 515-037, September 2014. (Revised March 2015.)
  • 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
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Teixeira, Thales S., and Elizabeth Anne Watkins. "The Coca-Cola Company's Case for Creative Transformation." Harvard Business School Multimedia/Video Case 815-714, June 2015.
  • May 2008
  • Supplement

Hasbro Games -- POX (A) and (B), Supporting Video

By: Elie Ofek
The video contains advertisements and media related clips regarding the launch of Hasbro's POX handheld game. View Details
Keywords: Media; Advertising; Product Launch; Entertainment and Recreation Industry
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Ofek, Elie. "Hasbro Games -- POX (A) and (B), Supporting Video." Harvard Business School Video Supplement 508-706, May 2008.
  • April 1990 (Revised April 1992)
  • Supplement

Ad Council's AIDS Campaign (B): Program Adoption

By: V. Kasturi Rangan and Janet Montgomery
The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. View Details
Keywords: Health Disorders; Advertising Campaigns; Advertising Industry
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Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (B): Program Adoption." Harvard Business School Supplement 590-106, April 1990. (Revised April 1992.)
  • October 1976 (Revised June 1993)
  • Case

Sunkist Growers, Inc.

By: Stephen A. Greyser and John A. Quelch
A new media strategy for lemon advertising involving the concentration of the entire budget in a single-print vehicle, is under consideration. View Details
Keywords: Marketing Strategy; Marketing Communications; Advertising
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Greyser, Stephen A., and John A. Quelch. "Sunkist Growers, Inc." Harvard Business School Case 577-051, October 1976. (Revised June 1993.)
  • September 2006 (Revised January 2007)
  • Background Note

Where to Get Your News and Information: The Digital Disruption

By: Stephen P. Bradley and Nancy Bartlett
What is the response by traditional news and information deliverers (newspapers and television networks) to declining audiences as media consumption moves to the digital medium? Provides a view of the news industry in mid-2006 and discusses the impact of an... View Details
Keywords: News; Media; Emerging Markets; Internet and the Web; Disruption; Perspective; Advertising; Journalism and News Industry
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Bradley, Stephen P., and Nancy Bartlett. "Where to Get Your News and Information: The Digital Disruption." Harvard Business School Background Note 707-442, September 2006. (Revised January 2007.)
  • Research Summary

Overview

By: Nancy F. Koehn
My research focuses on crisis leadership and how leaders and their teams rise to the challenges of high-stakes situations. Using the lens of history, my work examines how individual leaders from business, government and other walks accomplish important—often seemingly... View Details
Keywords: Courageous Leadership In Turbulent Times; Emotional Experience Of Leaders; History Of Leadership; Leadership; Entrepreneurship; History; Media And Broadcasting Industry; Health Industry; Beauty And Cosmetics Industry; Fashion Industry; Advertising Industry; United States; Europe
  • July 2010
  • Supplement

AdMob (B)

By: Mikolaj Jan Piskorski and David Chen
CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, and powered 6,000 websites and 1,000 applications, and... View Details
Keywords: Advertising; Capital; Global Strategy; Resource Allocation; Product Positioning; Competitive Strategy; Expansion; Mobile Technology; Advertising Industry; Advertising Industry
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Piskorski, Mikolaj Jan, and David Chen. "AdMob (B)." Harvard Business School Supplement 711-407, July 2010.
  • November 2008 (Revised August 2011)
  • Case

UnME Jeans: Branding in Web 2.0

By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details
Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry
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Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
  • October 2019 (Revised February 2023)
  • Case

Gupta Media: Performance Marketing in the Digital Age

By: V. Kasturi Rangan and Courtney Han
Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists... View Details
Keywords: Marketing; Digital Marketing; Performance; Measurement and Metrics; Social Media; Advertising Industry
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Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. (Revised February 2023.)
  • August 2015
  • Case

Building an e-Commerce Brand at Wayfair

By: Thales Teixeira and Elizabeth Anne Watkins
Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... View Details
Keywords: E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; "Marketing Analytics"; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States
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Teixeira, Thales, and Elizabeth Anne Watkins. "Building an e-Commerce Brand at Wayfair." Harvard Business School Case 516-028, August 2015.
  • July 2010 (Revised December 2010)
  • Case

AdMob (A)

By: Mikolaj Jan Piskorski, Samuel Cohen and Nithya Vaduganathan
AdMob's CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, powered 6,000 websites and 1,000 applications, and... View Details
Keywords: Digital Marketing; Growth and Development Strategy; Resource Allocation; Competition; Competitive Strategy; Expansion; Mobile and Wireless Technology; Advertising Industry
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Piskorski, Mikolaj Jan, Samuel Cohen, and Nithya Vaduganathan. "AdMob (A)." Harvard Business School Case 711-406, July 2010. (Revised December 2010.)
  • September–October 2020
  • Article

The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections

By: Lingling Zhang and Doug J. Chung
This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign... View Details
Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States
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Zhang, Lingling, and Doug J. Chung. "The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections." Marketing Science 39, no. 5 (September–October 2020): 872–892.
  • June 2014
  • Case

Going Social: Durex in China

By: Mikolaj Jan Piskorski and Aaron Smith
When Reckitt Benckiser (RB), a leading consumer goods company, first entered China, it encountered significant challenges. RB's strategy relied on selling high margin products supported by cost-effective advertising and distribution, but the highly competitive Chinese... View Details
Keywords: Distribution; Multinational Firms and Management; Internet and the Web; Marketing Communications; Brands and Branding; Consumer Products Industry; China
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Piskorski, Mikolaj Jan, and Aaron Smith. "Going Social: Durex in China." Harvard Business School Case 714-430, June 2014.
  • June 2011 (Revised May 2012)
  • Case

Procter & Gamble: Marketing Capabilities

By: Rebecca M. Henderson and Ryan Johnson
P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details
Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry
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Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
  • September 2011 (Revised August 2013)
  • Case

The Pepsi Refresh Project: A Thirst for Change

By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry
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Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
  • 18 Feb 2009
  • First Look

First Look: February 18, 2009

and Miklos Sarvary Publication:Marketing Science (forthcoming) Abstract Abstract: Media firms compete in two connected markets. They face rivalry for the sale of content to consumers, and at the same time, they compete for View Details
Keywords: Martha Lagace
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