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      • October 2016 (Revised April 2018)
      • Case

      DataXu: Selling Ad Tech

      By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
      DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
      Keywords: Sales Management; Pricing; Programmatic Ad Buying; "Marketing Analytics"; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts
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      Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
      • September 2016
      • Case

      Health Leads: Reaching for Impact (A)

      By: V. Kasturi Rangan and Sarah Appleby
      Explores strategies to achieve system-level impact for a nonprofit focused on addressing patients' basic social needs through healthcare institutions. Founded in 1996 with a volunteer-staffed help desk at Boston Medical Center connecting low-income patients with basic... View Details
      Keywords: Scaling Social Impact; Nonprofit; Healthcare; Health Care Outcomes; Health Care Reform; Health Care Delivery; Scaling Social Enterprise; Social Enterprise; Health; Nonprofit Organizations; Health Care and Treatment; Health Industry; United States
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      Rangan, V. Kasturi, and Sarah Appleby. "Health Leads: Reaching for Impact (A)." Harvard Business School Case 517-022, September 2016.
      • September 2016
      • Case

      Health Leads: Reaching for Impact (Abridged)

      By: V. Kasturi Rangan and Sarah Appleby
      A nonprofit in the healthcare arena explores strategies to achieve system-level impact. Founded in 1996 with a volunteer-staffed help desk at Boston Medical Center connecting low-income patients with basic resources like heating assistance, job training, and childcare... View Details
      Keywords: Scaling Social Enterprise; Scaling Social Impact; Health Care Delivery; Health Care Outcomes; Health Care Reform; Nonprofit; Nonprofit Scaling; Social Enterprise; Health Care and Treatment; Nonprofit Organizations; Growth and Development Strategy; Health Industry; United States
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      Rangan, V. Kasturi, and Sarah Appleby. "Health Leads: Reaching for Impact (Abridged)." Harvard Business School Case 517-024, September 2016.
      • September 2016
      • Supplement

      Health Leads: Reaching for Impact (B)

      By: V. Kasturi Rangan and Sarah Appleby
      The (B) case documents the development of a strategy to achieve system-level impact in a rapidly changing healthcare landscape for a nonprofit focused on addressing patients' basic social needs through healthcare institutions. Founded in 1996 with a volunteer-staffed... View Details
      Keywords: Scaling Social Impact; Scaling Social Enterprise; Health Care Delivery; Health Care Outcomes; Nonprofit Scaling; Nonprofit; Social Enterprise; Social Entrepreneurship; Health Care and Treatment; Nonprofit Organizations; Growth and Development Strategy; Health Industry; United States
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      Rangan, V. Kasturi, and Sarah Appleby. "Health Leads: Reaching for Impact (B)." Harvard Business School Supplement 517-023, September 2016.
      • May 2016 (Revised April 2019)
      • Case

      Legendary Entertainment: Moneyball for Motion Pictures

      By: John A. Deighton and Leora Kornfeld
      Legendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house, and to market them fan-by-fan. Owner Thomas Tull acquires the big-data-in-sports firm started by Matt Marolda and... View Details
      Keywords: "Marketing Analytics"; Marketing Strategy; Decision Making; Motion Pictures and Video Industry; Entertainment and Recreation Industry
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      Deighton, John A., and Leora Kornfeld. "Legendary Entertainment: Moneyball for Motion Pictures." Harvard Business School Case 516-117, May 2016. (Revised April 2019.)
      • 2015
      • Chapter

      "Level II" Negotiation Strategies: Advance Your Interests by Helping to Solve Their Internal Problems

      By: James K. Sebenius
      Many negotiators have constituencies that must formally or informally approve an agreement. Traditionally, it is the responsibility of each negotiator to manage the internal conflicts and constituencies on his or her own side. Far less familiar are the many valuable... View Details
      Keywords: Negotiation Tactics; Negotiation Participants; Negotiation Deal
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      Sebenius, James K. "Level II" Negotiation Strategies: Advance Your Interests by Helping to Solve Their Internal Problems. In Negotiating in Times of Conflict, edited by Gilead Sher and Anat Kurz, 107–124. Tel Aviv: Institute for National Security Studies, 2015. Electronic.
      • November 14, 2015
      • Other Article

      Make or Buy Decisions Over Upstream and Downstream Inputs: An Investigation of Firm Boundaries Along Value Chains

      By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
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      Alfaro, Laura, Pol Antràs, Davin Chor, and Paola Conconi. "Make or Buy Decisions Over Upstream and Downstream Inputs: An Investigation of Firm Boundaries Along Value Chains." Vox, CEPR Policy Portal (November 14, 2015).
      • June 2015
      • Case

      TAV Airports Holding (A)

      By: Juan Alcácer and Esel Çekin
      This case explores the strategic options available to TAV Airports Holding, a Turkish firm, after it withdraws from a bid to build Istanbul's newest airport. The new airport would eventually replace Istanbul Atatürk Airport, where TAV makes 43% of its current revenue,... View Details
      Keywords: Strategy; Vertical Integration; Horizontal Integration; International Expansion; Infrastructure; Corporate Strategy
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      Alcácer, Juan, and Esel Çekin. "TAV Airports Holding (A)." Harvard Business School Case 715-449, June 2015.
      • June 2015
      • Supplement

      TAV Airports Holding (B)

      By: Juan Alcácer and Esel Çekin
      This case explores the strategic options available to TAV Airports Holding, a Turkish firm, after it withdraws from a bid to build Istanbul's newest airport. The new airport would eventually replace Istanbul Atatürk Airport, where TAV makes 43% of its current revenue,... View Details
      Keywords: Strategy; Corporate Strategy; International Expansion; Infrastructure; Emerging Markets; Horizontal Integration; Expansion; Vertical Integration; Globalization
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      Alcácer, Juan, and Esel Çekin. "TAV Airports Holding (B)." Harvard Business School Supplement 715-470, June 2015.
      • 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.)
      • September 2014
      • Article

      The Interrelationships Between Brand and Channel Choice

      By: Scott Neslin, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef and Z. John Zhang
      We propose a framework for the joint study of the consumer's decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search... View Details
      Keywords: Brand Choice; Channel Choice; Utility Theory; Marketing; Decision Choices and Conditions; Consumer Behavior; Learning; Electronics Industry; Auto Industry; Information Technology Industry; Telecommunications Industry; Aerospace Industry
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      Neslin, Scott, Kenshuk Jerath, Anand Bodapati, Eric T. Bradlow, John A. Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef, and Z. John Zhang. "The Interrelationships Between Brand and Channel Choice." Marketing Letters 25, no. 3 (September 2014): 319–330.
      • Summer 2014
      • Article

      When Does a Platform Create Value by Limiting Choice?

      By: Ramon Casadesus-Masanell and Hanna Halaburda
      We present a theory for why it might be rational for a platform to limit the number of applications available on it. Our model is based on the observation that even if users prefer application variety, applications often also exhibit direct network effects. When there... View Details
      Keywords: Platform Governance; Direct Network Effects; Indirect Network Effects; Complements; Tragedy Of The Commons; Equilibrium Selection; Coordination; Foresight; Strategy; Value Creation; Digital Platforms; Balance and Stability; Decision Choices and Conditions; Consumer Behavior; Applications and Software; Network Effects
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      Casadesus-Masanell, Ramon, and Hanna Halaburda. "When Does a Platform Create Value by Limiting Choice?" Journal of Economics & Management Strategy 23, no. 2 (Summer 2014): 259–293.
      • 2014
      • Working Paper

      Better Deals Through Level II Strategies: Advance Your Interests by Helping to Solve Their Internal Problems

      By: James K. Sebenius
      Many negotiators have constituencies that must formally or informally approve an agreement. Traditionally, it is the responsibility of each negotiator to manage the internal conflicts and constituencies on his or her own side. Far less familiar are the many valuable... View Details
      Keywords: Strategy; Negotiation Tactics; Negotiation Participants; Negotiation Style
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      Sebenius, James K. "Better Deals Through Level II Strategies: Advance Your Interests by Helping to Solve Their Internal Problems." Harvard Business School Working Paper, No. 14-091, March 2014.
      • January 2014 (Revised October 2014)
      • Supplement

      Mittal Steel's Pursuit of Arcelor (B)

      By: Paul M. Healy and Penelope Rossano
      Lakshmi Mittal, CEO of Mittal Steel, a UK-based company with Indian roots, took advantage of a weakened Arcelor that had successfully won a bidding war for Canadian steel company Dofasco, with an unsolicited bid to buy the company. Mittal's plans for acquiring Arcelor... View Details
      Keywords: Strategy; Fiduciary Duty; Negotiation; Steel; India; Europe; Governance; Mergers; Board Decisions; White Knight; Valuation; Mergers and Acquisitions; Corporate Governance; Economics; Steel Industry; Canada; United Kingdom; India
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      Healy, Paul M., and Penelope Rossano. "Mittal Steel's Pursuit of Arcelor (B)." Harvard Business School Supplement 114-057, January 2014. (Revised October 2014.)
      • January 2014 (Revised September 2015)
      • Case

      Mittal Steel's Pursuit of Arcelor (A)

      By: Paul M. Healy and Penelope Rossano
      Lakshmi Mittal, CEO of Mittal Steel, a UK-based company with Indian roots, took advantage of a weakened Arcelor that had successfully won a bidding war for Canadian steel company Dofasco, with an unsolicited bid to buy the company. Mittal's plans for acquiring Arcelor... View Details
      Keywords: Fiduciary Duty; Steel; India; Europe; Governance; Mergers; Board Decisions; White Knight; Strategy; Negotiation; Mergers and Acquisitions; Corporate Governance; Cross-Cultural and Cross-Border Issues; Steel Industry; Canada; United Kingdom; Russia; India
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      Healy, Paul M., and Penelope Rossano. "Mittal Steel's Pursuit of Arcelor (A)." Harvard Business School Case 114-056, January 2014. (Revised September 2015.)
      • 2013
      • Book

      Fortune Tellers: The Story of America's First Economic Forecasters

      By: Walter A. Friedman
      The period leading up to the Great Depression witnessed the rise of the economic forecasters, pioneers who sought to use the tools of science to predict the future, with the aim of profiting from their forecasts. This book chronicles the lives and careers of the men... View Details
      Keywords: Forecasting And Prediction; Economic History; Economics; History; Risk and Uncertainty; United States
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      Friedman, Walter A. Fortune Tellers: The Story of America's First Economic Forecasters. Princeton University Press, 2013.
      • November 2013 (Revised May 2023)
      • Case

      Valuing Yahoo! in 2013

      By: Luis M. Viceira and Atul Khosla
      In late July 2013, Danielle Engle, Managing Director of Clairemont Capital, was contemplating what to do about a large investment her fund had in the stock of Yahoo! Inc. In mid-2012, Clairemont had invested nearly $75M in Yahoo! after the tech company settled a highly... View Details
      Keywords: Investment; Decision Making; Investment Activism; Business Model; Growth and Development Strategy; Valuation
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      Viceira, Luis M., and Atul Khosla. "Valuing Yahoo! in 2013." Harvard Business School Case 214-048, November 2013. (Revised May 2023.)
      • October 2013 (Revised April 2015)
      • Case

      Myomo: Getting Sales in Motion

      By: Frank V. Cespedes, Shikhar Ghosh and Matthew Preble
      In late 2012, the management team of Myomo, a startup which had designed a unique myoelectric arm brace for patients with dysfunctional arms, was deciding which of the three sales models the company had tested to pursue as its sales strategy going forward. Each model... View Details
      Keywords: Technological Innovation; Information Technology; Marketing Strategy; Decision Choices and Conditions; Health Care and Treatment; Business Startups; Sales; Growth and Development Strategy; Medical Devices and Supplies Industry; Health Industry
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      Cespedes, Frank V., Shikhar Ghosh, and Matthew Preble. "Myomo: Getting Sales in Motion." Harvard Business School Case 814-034, October 2013. (Revised April 2015.)
      • October 2013
      • Article

      How Much to Make and How Much to Buy? An Analysis of Optimal Plural Sourcing Strategies

      By: Phanish Puranam, Ranjay Gulati and Sourav Bhattacharya
      While many theories of the firm seek to explain when firms make rather than buy, in practice, firms often make and buy the same input—they engage in plural sourcing. We argue that explaining the mix of external procurement and internal sourcing for the same input... View Details
      Keywords: Supply Chain; Forecasting and Prediction; Framework; Prejudice and Bias; Mathematical Methods
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      Puranam, Phanish, Ranjay Gulati, and Sourav Bhattacharya. "How Much to Make and How Much to Buy? An Analysis of Optimal Plural Sourcing Strategies." Strategic Management Journal 34, no. 10 (October 2013): 1145–1161.
      • 2013
      • Tool

      Harvard Business Review's Go to Market Tools: Market Sizing

      By: Jill Avery and Thomas Steenburgh
      Market size matters. On the hook to launch your division's next great product or service? Need to convince higher ups that your product will fit that gaping revenue hole—and is worth the team's scarce marketing and product development resources? You need hard data to... View Details
      Keywords: Quantitative Analysis; Tools; Go To Market Strategy; Marketing Strategy; Marketing
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      Avery, Jill, and Thomas Steenburgh. Harvard Business Review's Go to Market Tools: Market Sizing. Tool. Boston, MA, USA: Harvard Business Review Press, 2013. Electronic.
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