Publications

August 2022 (Revised June 2024)
Exercise

How Should Netflix Add an Ad-Supported Tier?

By: Elie Ofek and Olivier Toubia

In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture... View Details

Keywords: Pricing; Television Industry; Price; Marketing Strategy; Digital Platforms; Customer Value and Value Chain; Competitive Strategy; Customer Satisfaction; Entertainment and Recreation Industry

20 Nov 2019
Research & Ideas

It's No Joke: AI Beats Humans at Making You Laugh

gears. Those little explanations help people wrap their heads around these recommendations,” Yeomans says. “The more businesses can do to explain how these systems work, the more likely people are to trust them and accept them.” And for a company in today’s View Details

Keywords: by Dina Gerdeman

February 2025
Case

Luca de Meo at Renault Group (A)

By: Emily Truelove, Linda A. Hill and Lydia Begag

When Luca de Meo became CEO of Renault Group in 2020, the 122-year-old French automaker faced financial challenges and the double technological disruption of the automotive industry: the shift to electric vehicles (EVs) and the rise of software-defined vehicles (SDVs).... View Details

14 Jan 2014
First Look

First Look: January 14

following question: how can data and analytic tools be used to create new value? The authors have explored that question with many clients. In their work, they've seen IT create new value in five patterns: using data from sensors in objects to improve offerings (think... View Details

Keywords: Sean Silverthorne

Web

Faculty and Research - Alumni

Professor Rebecca Henderson’s online course Sustainable Business Strategy draws upon her research focused on energy and the environment. How You can Help The easiest way for donors to foster faculty thought leadership is by giving to the... View Details

January 2021 (Revised October 2021)
Case

eToro: Building the World's Largest Social Trading Network

By: Elie Ofek and Danielle Golan

Social trading platform eToro was preparing for the launch of its expanded offering in the U.S. The company faced critical decisions regarding product-market fit, go-to-market strategy, positioning and monetization. Moreover, it faced the challenge of how best to make... View Details

Keywords: Social Trading Platform; Investment; Social and Collaborative Networks; Marketing Strategy; Expansion; Digital Platforms

22 Feb 2022
News

Breaking News

business models and journalism, to support news organizations, and raise the capital to effect large-scale structural change in the industry, says Hansen Shapiro. Currently a senior research fellow at the Tow Center for Digital Journalism... View Details

Keywords: Jen McFarland Flint; illustration by Dana Smith; News, Library, Internet, and Other Services; Information

24 Oct 2011
Research & Ideas

The Yelp Factor: Are Consumer Reviews Good for Business?

digital age is a fertile area of his research. Luca is looking at rankings, expert evaluations, online consumer reviews, and quality disclosure laws to see how they work in market settings, and which are most important for consumers. To... View Details

Keywords: by Michael Blanding; Food & Beverage

09 Apr 2019
First Look

New Research and Ideas, April 9, 2019

recognized the urgency for a change in its business model from the traditional “Windows first” strategy, with its reliance mainly on the sales of on-premises licensed software. Thus, the company began to shift its strategy to an “AI/cloud... View Details

Keywords: Dina Gerdeman

20 Aug 2014
Research & Ideas

Why the ALS Ice Bucket Challenge is a Social Media Blockbuster

next to his became social currency across Canada. It's easy to write off these fads as simple stunts of digital narcissism, but they matter to marketing because they carry incidental meaning. It was not lost on Ford's reelection team that... View Details

Keywords: by John Deighton

September 2014 (Revised June 2017)
Case

Google Inc. in 2014

By: Benjamin Edelman and Thomas R. Eisenmann

Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to selected competitors. Asks what Google should do next. View Details

Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Digital Marketing; Information Technology Industry; Advertising Industry

18 Jul 2019
News

Lessons from the Rise and Fall of VisiCalc

VisiCalc is long gone—but the tech industry has embraced lessons learned by its experience that continue to shape strategy and decision-making of engineers and executives alike. Among those lessons: First, new empires take shape at the... View Details

03 Dec 2020
Research & Ideas

Cut Payroll Costs with Transparency, Fairness, and Compassion

and layoffs. Questions that CEOs raised with us included: “What are best practices for digital terminations?” and “If the economy worsens and you have to consider reducing payroll, what’s the most effective way?” As we look ahead to what... View Details

Keywords: by Boris Groysberg and Sarah Abbott

Web

Tsedal Neeley | About

for Teaching and Learning at the Harvard Business School. She is recognized as one of the Forbes Future of Work 50 , Thinkers50 and 100 people transforming business who are innovating, sparking trends, and tackling global challenges. She focuses on leading... View Details

2008
Working Paper

Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality

By: Alvin J. Silk and Charles King III

This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details

Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Service Industry; United States

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20 Feb 2020
Blog Post

Black Visionary Leadership and Redefining What's Possible

questions and look in the right places for funding and opportunities. Topics include product-market fit, financing, paths to profitability, and digital marketing. Jewel Burks Solomon, the new head of Google startups, kicks off the day... View Details

February 2023
Case

Ransomware Attack at Springhill Medical Center

By: Suraj Srinivasan and Li-Kuan (Jason) Ni

In July, 2019, Springhill Medical Center (“SMC”) in Mobile, Alabama, fell prey to a malicious ransomware attack that crippled the hospital’s internal network systems and public-facing web page. While the hospital rushed to securely restore the network, medical... View Details