Publications

2013
Working Paper

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Sunil Gupta

As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details

Keywords: Internet and the Web; Digital Marketing

01 Dec 2023
News

3-Minute Briefing: Nathaniel Fick (MBA/MPA 2008)

As a Marine, I led some of the first units in Afghanistan and Iraq. What I loved about that experience was the intersection of a mission with building and leading teams. I came to HBS to develop the tools around that work, but in a very different context. On the... View Details

Keywords: Julia Hanna

24 Apr 2018
Op-Ed

Op-Ed: What Mark Zuckerberg Can Learn About Crisis Leadership from Starbucks

defensive about Facebook’s policies rather than offering clear solutions. One possibility: a premium site for those who want to protect all their information. In the meantime, users may shift to competing social media sites. The greatest... View Details

Keywords: by Bill George; Technology; Food & Beverage

07 Feb 2012
First Look

First Look: February 7

appetite for social media companies, LinkedIn is the lamp bearer among U.S. companies in that industry that are considering tapping into public markets. The case can serve to illustrate the challenges of valuing an early-stage high-growth... View Details

Keywords: Sean Silverthorne

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

May 2018
Article

The Downside of Downtime: The Prevalence and Work Pacing Consequences of Idle Time at Work

By: Andrew Brodsky and Teresa M. Amabile

Although both media commentary and academic research have focused much attention on the dilemma of employees being too busy, this paper presents evidence of the opposite phenomenon, in which employees do not have enough work to fill their time and are left with hours... View Details

Keywords: Employees; Working Conditions; Performance Consistency; Performance Productivity

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Article

Algorithms Need Managers, Too

By: Michael Luca, Jon Kleinberg and Sendhil Mullainathan

Algorithms are powerful predictive tools, but they can run amok when not applied properly. Consider what often happens with social media sites. Today many use algorithms to decide which ads and links to show users. But when these algorithms focus too narrowly on... View Details

Keywords: Machine Learning; Algorithms; Predictive Analytics; Management; Big Data; Analytics and Data Science

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August 2007 (Revised November 2010)
Case

Grand Central Publishing

By: Anita Elberse

In April 2007, Grand Central's publisher Jamie Raab and editor Karen Kosztolnyik were involved in a frantic bidding war for a proposed book on the life of cat Dewey, billed as the feline answer to the best-selling "Marley & Me: Life and Love with the World's Worst... View Details

Keywords: Acquisition; Product Launch; Bids and Bidding; Product Development; Publishing Industry

Web

Business History - Faculty & Research

; Governance Compliance ; Governance Controls ; Policy ; Political Elections ; Business History ; Information ; Law ; Legal Liability ; Laws and Statutes ; Management ; Marketing ; Advertising ; Media ; Performance ; Problems and... View Details

13 Oct 2010
First Look

First Look: October 13, 2010

advertiser of establishing a relationship with an agency and pecuniary economies of scale available from providing media services. The key predictions of the model are supported by an econometric analysis of cross-sectional and pooled... View Details

Keywords: Sean Silverthorne

06 Jul 2023
News

Lessons from Major League Baseball's Game-Changing Innovations

The technology that MLB Advanced Media developed is now the backbone of Disney Plus—that was a multi-billion dollar deal. I think understanding how that got developed is a real interesting case study. Can you talk a little bit about the... View Details

Profile

Joy Chen

break of 2020. “It’s about using near-field communications technology to transmit contact information and social media profiles — think of it as a contact manager plus a business card. The goal is to get people to keep in touch more... View Details

August 2014
Case

Netflix in 2011

By: Willy Shih and Stephen Kaufman

Reed Hastings founded Netflix to provide a home movie service that would do a better job satisfying customers than the traditional retail rental model. But as it encountered challenges it underwent several major strategy shifts, ultimately developing a business model... View Details