Publications

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

March 2005
Teaching Note

Fox Bids for the NFL: 1993 & Fox and the NFL: 1998 (TN)

By: Bharat N. Anand

Teaching Note to (9-704-444) and (9-704-443). View Details

Keywords: Media and Broadcasting Industry

December 1978 (Revised March 1992)
Case

Archdiocese of New York

By: Stephen A. Greyser and John A. Quelch

A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. View Details

Keywords: Advertising Campaigns; Measurement and Metrics; Media; Public Opinion; Valuation; Media and Broadcasting Industry; New York (state, US)

November 2018
Case

Sportradar (A): From Data to Storytelling

By: Ramon Casadesus-Masanell, Karen Elterman and Oliver Gassmann

In 2013, the Swiss sports data company Sportradar debated whether to expand from its core business of data provision to bookmakers into sports media products. Sports data was becoming a commodity, and in the future, sports leagues might reduce their dependence on... View Details

Web

New Levels of Capitalism: Finance - Railroads and the Transformation of Capitalism | Harvard Business School

HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Railroads: The Transformation of Capitalism Introduction The... View Details

September 2008 (Revised September 2018)
Case

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

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

Pat Fili-Krushel, CEO and president of WebMD and past president of ABC Network, contemplates accepting Richard Parson's offer to become the first executive vice president of administration at AOL Time Warner. Accepting this position would be a move back into mainstream... View Details

Keywords: Decision Choices and Conditions; Job Offer; Managerial Roles; Negotiation Tactics; Personal Development and Career; Power and Influence; Media and Broadcasting Industry

May 2022
Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Food and Beverage Industry; United States

18 Oct 2016
Op-Ed

Why Business Should Invest in Community Health

impact. This will allow them to calculate a total population health footprint and publish an annual health impact report, along the lines of today’s sustainability reports. Now that Target has centered its... View Details

Keywords: by John Quelch, Howard Koh, and Pamela Yatsko; Health

Web

Poor’s Manual: The Rise of Business Analysts - Railroads and the Transformation of Capitalism | Harvard Business School

HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Railroads: The Transformation of Capitalism Introduction The... View Details

01 Jun 1997
News

Competition and Strategy Unit at HBS Sets Pace In Its Field

practice." Indeed, C&S faculty have recently published a number of books that have been well received in the academic and business press. Professor Adam M. Brandenburger's Co-opetition, for instance, is a... View Details

Keywords: Susan Young

09 Jan 2018
News

Facebook Score, Emotional Intelligence, Make Marriage Work

Web

The Global Health Delivery Project - Institute For Strategy And Competitiveness

delivery of care in the field. The Global Health Delivery Project includes the following: Case Studies: GHD has researched, written, taught, and published 30 Harvard Business School-style teaching cases with... View Details

November 2020
Case

Axis My India

By: Ananth Raman, Ann Winslow and Kairavi Dey

Pradeep Gupta founded Axis My India (AMI) as a printing and publishing company in 1998. In 2013, AMI expanded into consumer research and election forecasting. Although a relatively unknown entity, AMI predicted several election results accurately. Gupta describes AMI’s... View Details

Keywords: Market Research; Operations; Management; Infrastructure; Logistics; Service Operations; Political Elections; Forecasting and Prediction; Asia; India

January 2010 (Revised August 2011)
Case

United Breaks Guitars

By: John A. Deighton and Leora Kornfeld

When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a... View Details

Keywords: Communication Technology; Customer Satisfaction; Marketing Communications; Marketing Strategy; Consumer Behavior; Network Effects; Service Delivery; Social and Collaborative Networks; Internet; Air Transportation Industry