digital marketing - Publications - Faculty & Research

12 Oct 2011
Research & Ideas

Creating Online Ads We Want to Watch

For millions of TV watchers, the commercial break is an annoyance of the past, thanks to the fast-forward button on their digital video recorders. Consequently, advertisers are turning to the web, where popular sites such as YouTube and... View Details

Keywords: by Carmen Nobel; Consumer Products

02 Oct 2007
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First Look: October 2, 2007

Working PapersDigital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers Authors:John A. Deighton and Leora Kornfeld Abstract The digital interactive transformation in View Details

Keywords: Martha Lagace

April 2000 (Revised June 2001)
Case

DoubleClick Buys Abacus (A)

By: John A. Deighton

By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details

Keywords: Information; Rights; Internet and the Web; Ethics; Competitive Advantage; Social Issues; Customer Focus and Relationships; Digital Marketing; Advertising Industry

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18 Jul 2017
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First Look at New Research and Ideas, July 18, 2017

preferences. Finally, we find no evidence that CEO activists using economic language are more persuasive in their appeals. The Relevance of Broker Networks for Information Diffusion in the Stock Market By: Di Maggio, Marco, Francesco... View Details

Keywords: Sean Silverthorne

14 Oct 2002
Research & Ideas

The Widening Rift Between Corporations and Society

grasping the revolutionary potential of the new digital medium. As a result, corporations have failed to adapt to the true nature of their markets in the twenty-first century. Organizational change programs,... View Details

Keywords: by Martha Lagace

May 2017 (Revised July 2017)
Supplement

Aadhaar: From Voluntary to Mandatory

By: Tarun Khanna, Anjali Raina and Rachna Chawla

Approximately 1.1 billion residents of India (99% of the population) had a unique biometric identity—Aadhaar—by 2017. In six years, the Unique Identification Authority of India (UIDAI) had achieved an unprecedented milestone in emerging and developed markets. The... View Details

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26 Oct 2017
Research Event

In an Era of 'Fake News,' What is the Future of Advertising and Publishing?

A year ago, discussions of the business of digital media may have focused on the plateauing ebook market or the diminishing pay for content providers. But after the 2016 presidential election, in which... View Details

Keywords: by Jen Deaderick; Media & Broadcasting; Journalism & News

18 Dec 2012
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First Look: December 18

both organizations and employees benefit by emphasizing newcomers' authentic best selves. Paper: http://www.francescagino.com/publications.html First-Party Content and Coordination in Two-Sided Markets Authors:Hagiu, Andrei, and Daniel... View Details

Keywords: Carmen Nobel

03 Sep 2020
Op-Ed

Why American Health Care Needs Its Own SEC

Employers, insurers, taxpayers, and individual consumers pay widely varying prices for treatments, medical technology, and for digital information of fluctuating quality. One patient may receive a small charge for a treatment, while... View Details

Keywords: by Regina E. Herzlinger; Health

02 Jun 2014
Research & Ideas

Secrets to a Successful Social Media Strategy

favor of helping customers create and strengthen relationships with each other. These relationships are in exchange for the customers doing various tasks for the company for free. The distinction between digital and social strategies is a... View Details

Keywords: by Carmen Nobel

26 Mar 2019
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New Research and Ideas, March 26, 2019

peak in 1997, Kodak had a market value of $30 billion. Despite inventing the first digital camera, Kodak stumbled to capitalize on the new technology and by 2011 the company was in Chapter 11 bankruptcy... View Details

Keywords: Dina Gerdeman

10 Jun 2002
Research & Ideas

Reinventing the Industrial Giant

great deal of time in the car." Combining these two things may well make OnStar extremely popular. However, there are several other aspects of OnStar that raise concerns that it might become the 1990s version of Roger Smith's robots. Entering the online... View Details

Keywords: by Nitin Nohria, Davis Dyer & Frederick Dalzell; Manufacturing

16 Apr 2019
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New Research and Ideas, April 16, 2019

and digital group, Sogefi, an auto component manufacturer and KOS, a home-care and hospital manager. Rodolfo had spent his entire career in CIR Group, which he had managed as CEO for 20 years. Edoardo, a cardiologist, had never worked in... View Details

Keywords: Dina Gerdeman

April 2021
Case

Codecademy: Where to Next?

By: Jeffrey F. Rayport, Max Mailman and Sarah Ascherman

In March 2020, Zach Sims, co-founder and CEO of online education platform Codecademy, prepared for a meeting with his Chief of Staff Kunal Ahuja to discuss the company’s goals. Codecademy billed itself as the largest online resource for computer science literacy and... View Details

Keywords: Monetization Strategy; Business Model; Change Management; Venture Capital; Leading Change; Growth and Development Strategy; Growth Management; Management Teams; Marketing Channels; Product Marketing; Network Effects; Product Development; Organizational Change and Adaptation; Strategic Planning; Internet and the Web; Digital Platforms; United States

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October 2016 (Revised October 2023)
Case

Bootstrapping at Lightricks

By: Robert White, Jeffrey J. Bussgang and Christine Snively

By August 2015, two-year-old mobile imaging software startup Lightricks had developed and released two best-selling paid mobile apps, grown to a team of 30, earned a revenue run rate of nearly $10 million, and achieved modest profitability. The bootstrapped company had... View Details

Keywords: Business Startup; Information Technology; Internet and the Web; Entrepreneurship; Mobile and Wireless Technology; Information Infrastructure; Business Startups; Digital Marketing; Finance; Strategy; Technology Industry; Israel

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05 Aug 2008
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First Look: August 5, 2008

may not be a pure-strategy equilibria. In the standard case where marginal costs are weakly positive, there is no pure strategy where the lower quality B firm obtains positive market share. We also consider the case where A has negative... View Details

Keywords: Martha Lagace

28 Jan 2002
Research & Ideas

Read All About It! Newspapers Lose Web War

In an effort to defend their core market from attack, newspaper companies were missing the new emerging market altogether.— Clark Gilbert Gilbert: The newspaper business worked for several reasons. First,... View Details

Keywords: by Sean Silverthorne; Entertainment & Recreation; Information; Publishing

02 Oct 2013
What Do You Think?

Is Leadership an Increasingly Difficult Balancing Act?

one with fewer answers? Those were the questions implied by this month's column. The predominance of responses suggested that the answers to the questions are "yes, yes, and maybe." Adam Hartung commented that "As technology has increased the speed of... View Details

Keywords: by James Heskett

03 Apr 2018
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New Research and Ideas, April 3, 2018

leads to a 14% increase in the likelihood of exit for a 3.5-star restaurant (which is the median rating on Yelp) but has no discernible impact for a 5-star restaurant (on a 1 to 5 star scale). Our analysis also highlights how digital data... View Details

Keywords: Sean Silverthorne

November 2015
Case

Upwork: Reimagining the Future of Work

By: Feng Zhu, Rory McDonald, Marco Iansiti and Aaron Smith

Upwork, the world's largest freelance talent platform, was the result of a merger between the two leading online freelancing companies in 2014, Elance and oDesk. After the merger, the company operated as Elance-oDesk and continued to manage two online... View Details

Keywords: Platforms; Employment; Digital Platforms; Market Transactions; Business Processes; Information Technology; Internet and the Web; Job Search

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