Publications

December 2018 (Revised August 2019)
Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery

The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details

Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Advertising Industry; Advertising Industry; Advertising Industry; United States; North America

Educators

10 May 2020
Blog Post

Let’s Hear it For the Moms – The Incredible Balancing Act of Student Mothers

insurance industry Proudest Accomplishment: Being the mother of Elisa and the wife of Andrés Summer Internship: Boston Consulting Group (BCG) - Boston Office How do you do it? I have a great partner (Andy),... View Details

17 Oct 2024
Research & Ideas

The Reputation Risks of Sharing Fake News

not just to share anything that would benefit your political party if it were true.” The findings provide a key lesson for companies that advertise and share content on social media to gain a following:... View Details

Keywords: by Avery Forman

01 Aug 1998
News

High Honors

Virginian-Pilot, a daily newspaper owned by his uncle. After graduating from the University of Virginia (UVA), serving in the Merchant Marine, and earning a Harvard MBA in 1952, he took a job as a reporter View Details

February 1987
Case

PBS National Advertising Plan

By: Stephen A. Greyser

Keywords: Advertising; Media; Media and Broadcasting Industry

01 Feb 2002
News

It's academic. (Not!)

Wasserman. "They have a lot of senior people at the top and very few junior people below them. Several other industries that started out that way - such as investment banking View Details

Keywords: Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools

07 Jun 2016
Op-Ed

Can Brand Trump Win a Presidency?

securing endorsements from party officials and funds from big money donors. On the other side, Trump, already a media personality thanks to “The Apprentice,” has so far secured $4 billion worth of free View Details

Keywords: by John A. Quelch; Media & Broadcasting; Media & Broadcasting

29 Jan 2013
Research & Ideas

Creating the Perfect Super Bowl Ad

advantage. To find out what works, Teixeira went directly to consumers, partnering with the MIT Media Lab and Waltham, MA-based Affectiva, which has developed the first online facial tracking system for... View Details

Keywords: by Kim Girard; Media & Broadcasting; Media & Broadcasting

June 2024
Case

Metub: Scaling Influence beyond Vietnam

By: Paul A. Gompers and Shu Lin

Founded in 2014, Metub was a leading video and talent network in Vietnam. It managed over 3,000 channels on YouTube and more than 3,000 content creators. To expand creators’ income opportunities across multiple platforms, Metub had diversified beyond its original... View Details

Keywords: Intellectual Property; Business or Company Management; Brands and Branding; Competition; Diversification; Expansion; Recruitment; Entrepreneurship; Media and Broadcasting Industry; Viet Nam; Southeast Asia

Educators

January 3, 2011
Article

Leadership Lessons: Oprah's Journey to 'OWN' Cableland

By: Nancy F. Koehn

Keywords: Leadership; Learning; Media; Media and Broadcasting Industry

Read Now

May 1993 (Revised June 1993)
Case

ABC Company

By: Regina E. Herzlinger

Keywords: Television Entertainment; Media; Media and Broadcasting Industry

equal-revenue-earning teams. These changes allowed the NFL to become a profitable enterprise by promoting competition among the teams for players and among the networks and merchandisers for View Details

Keywords: Entertainment & Broadcast Media

David Sarnoff

Trained as an engineer, Sarnoff predicted that radio, and later, television, would transform the way people interacted with the world around them. Sarnoff lead RCA to become the leader in radio programming, offering services from news,... View Details

Keywords: Entertainment & Broadcast Media

Web

Entrepreneurial Management Awards & Honors - Faculty & Research

Economics , January 2020) with William Gornall, Steven N. Kaplan, and Ilya A. Strebulaev. Ebehi Iyoha : Winner of the 2021 Young Economists' Essay Award from the European Association for Research in View Details

November 1995
Case

InterZine Productions, Inc.

By: William A. Sahlman and Jason Green

Brian Henley founded InterZine Productions to develop interactive multimedia content for America Online (AOL) and the Internet. With funding and support from AOL's Greenhouse program, Henley has launched Golf, a unique interactive golf service. While he has operated on... View Details

Keywords: Business Ventures; Entrepreneurship; Growth and Development Strategy; Capital; Financing and Loans; Internet and the Web; Management Teams; Innovation and Invention; Media and Broadcasting Industry

September 2008 (Revised March 2009)
Supplement

Traversing a Career Path: Pat Fili-Krushel (B)

By: Kathleen L. McGinn, Deborah M. Kolb and Cailin B. Hammer

Pat Fili-Krushel has agreed to take on the job of first executive vice president of administration for AOL Time Warner, leading corporate human resources, internal communications, real estate and facilities, and other administrative roles for the combined company. She... View Details

Keywords: Conflict Management; Leadership; Managerial Roles; Negotiation Tactics; Personal Development and Career; Gender; Power and Influence; Media and Broadcasting Industry; Media and Broadcasting Industry; United States

May 1993
Teaching Note

WJAC (A)—The Birth of a Radio Station TN

By: Regina E. Herzlinger

Keywords: Media; Business Startups; Media and Broadcasting Industry

April 1999 (Revised September 2000)
Case

Interep National Radio Sales, Inc.

By: Benson P. Shapiro, Stephen X. Doyle and Wade Myers

Interep must mobilize sales information technology, organizational structures, and sales management processes to protect and enhance its strong position as a radio advertising sales firm. Opportunities and risks are high in this complex, rapidly changing sales agency... View Details

Keywords: Management Practices and Processes; Sales; Strategy; Information Technology; Advertising; Risk and Uncertainty; Opportunities; Fluctuation; Media and Broadcasting Industry; Media and Broadcasting Industry; New York (state, US)

October 2020 (Revised April 2022)
Case

When Institutions Fail: HIV/AIDS in the 1980s

By: Tom Nicholas and Christian Godwin

During the early 1980s, young gay men in urban centers such as San Francisco and New York City began contracting a mysterious illness that would come to be known as HIV/AIDS. A diagnosis meant almost certain death, with a less than 1% survival rate. Conflicting... View Details

Educators