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      • October 2015
      • Case

      BandPage (A)

      By: Karim R. Lakhani, Colin Maclay and Greta Friar
      BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began... View Details
      Keywords: Digital Innovation; Digital Music; Digital Marketing; Mobile Marketing; Technological Innovation; Marketing Communications; Music Entertainment; Mobile Technology; Music Industry
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      Lakhani, Karim R., Colin Maclay, and Greta Friar. "BandPage (A)." Harvard Business School Case 616-015, October 2015.
      • 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; Information Technology Industry
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      Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014." Harvard Business School Case 915-004, September 2014. (Revised June 2017.)
      • September 2014
      • Case

      Google Inc. in 2014 (Abridged)

      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 Yahoo, Microsoft, and others. Asks what Google should do next. View Details
      Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Information Technology Industry; Information Technology Industry
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      Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014 (Abridged)." Harvard Business School Case 915-005, September 2014.
      • September 2014 (Revised March 2015)
      • Case

      Managing Multi-Media Audiences at WHDH (Boston)

      By: Thales Teixeira and V. Kasturi Rangan
      WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and for affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begun to use... View Details
      Keywords: Online News; Television Advertising; Attention Economics; Cross-media Efforts; Competition; Internet and the Web; Consumer Behavior; Organizational Change and Adaptation; Change Management; Marketing Strategy; Decision Choices and Conditions; Digital Marketing; Television Entertainment; Media and Broadcasting Industry; Boston
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      Teixeira, Thales, and V. Kasturi Rangan. "Managing Multi-Media Audiences at WHDH (Boston)." Harvard Business School Case 515-037, September 2014. (Revised March 2015.)
      • February 2014
      • Article

      Responses to Entry in Multi-Sided Markets: The Impact of Craigslist on Local Newspapers

      By: Robert Seamans and Feng Zhu
      How do firms respond to entry in multi-sided markets? We address this question by studying the impact of Craigslist, a website providing classified-advertising services, on local U.S. newspapers. We exploit temporal and geographical variation in Craigslist's entry to... View Details
      Keywords: Digital Platforms; Market Entry and Exit; Internet and the Web; Newspapers; Advertising; Advertising Industry; Advertising Industry
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      Seamans, Robert, and Feng Zhu. "Responses to Entry in Multi-Sided Markets: The Impact of Craigslist on Local Newspapers." Management Science 60, no. 2 (February 2014): 476–493.
      • January 2014
      • Teaching Note

      Dumb Ways To Die: Advertising Train Safety (A), (B) & (C)

      By: John Quelch
      Keywords: Advertising Media; Viral Advertising; Viral Marketing; Public Safety; Advertising; Marketing; Marketing Strategy; Internet and the Web; Digital Marketing; Media and Broadcasting Industry; Public Administration Industry; Oceania; Europe
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      Quelch, John. "Dumb Ways To Die: Advertising Train Safety (A), (B) & (C)." Harvard Business School Teaching Note 514-082, January 2014.
      • November 2013 (Revised June 2014)
      • Case

      E-Cigarettes: Marketing Versus Public Health

      By: John A. Quelch and Margaret L. Rodriguez
      Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details
      Keywords: Public Health; Tobacco; Smoking; Cigarettes; Electronic Cigarettes; Cancer; Lung; Lorillard; Philip Morris; Safety; Technological Innovation; Conflict of Interests; Market Entry and Exit; Marketing; Health; Advertising; Consumer Products Industry; Health Industry
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      Quelch, John A., and Margaret L. Rodriguez. "E-Cigarettes: Marketing Versus Public Health." Harvard Business School Case 514-059, November 2013. (Revised June 2014.)
      • September 2013 (Revised August 2015)
      • Background Note

      Leadership and Teaming

      By: Ethan Bernstein
      Small differences in the leadership of teams can have large consequences for the success of their efforts. Many initiatives fail not because of a fatal error in judgment or insufficient ideas, knowledge, motivation, or capabilities to deliver a solution. They fail... View Details
      Keywords: Teams; Teaming; Leadership And Managing People; Leadership; Team Effectiveness; Team Performance; Team Design; Team Leadership; Teamwork; Team Process; Team Function; Team Launch; 60/30/10 Rule; Team Boundary; Distribution Of Leadership Authority; Self-Managed Teams; Virtual Teams; Unbounded Teams; Acts Of Leadership; Execution Teams; Decision Making Teams; Creativity Teams; Team Size; Task Design; Team Timeline; Team Roles; Team Representation; Diversity; Team Familiarity; Collective Intelligence; Team Stages Of Development; Team Coaching; Performance Pressure; X-Teams; Team Focus; Interaction; Management Teams; Managerial Roles; Management Systems; Management Style; Management Skills; Management Practices and Processes; Organizational Design; Organizational Structure; Performance Effectiveness; Performance Efficiency; Performance Productivity; Groups and Teams; Networks; Social Psychology; Behavior; Conflict and Resolution; Creativity; Social and Collaborative Networks; Satisfaction; Prejudice and Bias; Power and Influence; Personal Characteristics; Familiarity; Cognition and Thinking; Attitudes; Projects; Organizational Culture; Organizational Change and Adaptation; Leadership Development; Leadership Style; Leading Change; Knowledge Use and Leverage; Knowledge Sharing; Collaborative Innovation and Invention; Innovation and Management; Innovation Leadership; Design; Interpersonal Communication; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Asia; North and Central America; South America; Atlantic Ocean; Central Asia; Europe; Latin America; Middle East; Oceania; West Indies
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      Bernstein, Ethan. "Leadership and Teaming." Harvard Business School Background Note 414-033, September 2013. (Revised August 2015.)
      • September 2013
      • Case

      Vogue: Defining the Culture of Fashion

      By: Anita Elberse, Joseph Ferrer, Elizabeth Gough and Victoria Katsarou
      In March 2013, Susan Plagemann, vice president and publisher of Vogue—widely regarded as the world's most influential fashion magazine, and publishing conglomerate Condé Nast's marquee title—is seeking answers to two questions. First, how she can best approach the... View Details
      Keywords: Creative Industries; Fashion; Publishing; Digital Technology; Entertainment; Product Portfolio Management; Magazines; Journals and Magazines; Internet and the Web; Change Management; Resource Allocation; Creativity; Media; Advertising; Fashion Industry; Publishing Industry; Media and Broadcasting Industry
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      Elberse, Anita, Joseph Ferrer, Elizabeth Gough, and Victoria Katsarou. "Vogue: Defining the Culture of Fashion." Harvard Business School Case 514-036, September 2013.
      • June 2013 (Revised November 2013)
      • Case

      Bluefin Labs: The Acquisition by Twitter

      By: John Deighton and Leora Kornfeld
      What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details
      Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Advertising Industry; Advertising Industry; United States
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      Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Case 513-091, June 2013. (Revised November 2013.) (request a courtesy copy.)
      • March 2013
      • Article

      For Mobile Devices, Think Apps, Not Ads

      By: Sunil Gupta
      Many companies envision mobile ads becoming an integral part of their communications strategies. But there's a growing consensus that ads don't work on mobile devices; consumers just don't like them. Instead of creating tiny banner ads, smart marketers will turn to... View Details
      Keywords: Applications and Software; Advertising; Mobile and Wireless Technology; Innovation and Invention
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      Gupta, Sunil. "For Mobile Devices, Think Apps, Not Ads." Harvard Business Review 91, no. 3 (March 2013).
      • 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
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      Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." Harvard Business School Working Paper, No. 13-070, February 2013.
      • October 2012 (Revised January 2014)
      • Case

      Building Brand Infosys

      By: Rohit Deshpandé and Vidhya Muthuram
      Infosys Limited was India's second largest exporter of IT services with annual revenues of $7 billion and a market capitalization of nearly $26 billion in 2012. The company, headquartered in Bangalore, India, had built its reputation as the Indian IT bellwether whose... View Details
      Keywords: Marketing; Information Technology; Information Technology Industry; India
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      Deshpandé, Rohit, and Vidhya Muthuram. "Building Brand Infosys." Harvard Business School Case 513-003, October 2012. (Revised January 2014.)
      • September 2011 (Revised March 2014)
      • Case

      Brightcove, Inc. in 2007

      By: Andrei Hagiu and David B. Yoffie
      Brightcove, a technology and services provider to content owners in the Internet television field, aimed to become a media distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing... View Details
      Keywords: Competition; Entrepreneurship; Investment; Diversification; Digital Platforms; Business Strategy; Internet and the Web; Business Model; Distribution; Media and Broadcasting Industry; Motion Pictures and Video Industry
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      Hagiu, Andrei, and David B. Yoffie. "Brightcove, Inc. in 2007." Harvard Business School Case 712-424, September 2011. (Revised March 2014.)
      • Jun 2011
      • Conference Presentation

      Viral Videos: The Dynamics of Online Video Advertising Campaigns

      By: Anita Elberse
      Keywords: Internet and the Web; Advertising
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      Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Paper presented at the INFORMS Marketing Science Conference, Houston, TX, June 2011.
      • May 2011
      • Conference Presentation

      Viral Videos: The Dynamics of Online Video Advertising Campaigns

      By: Anita Elberse
      Keywords: Internet and the Web; Advertising
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      Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Paper presented at the Media, Technology and Society Seminar Series, Northwestern University, Evanston, IL, May 2011.
      • May 2011 - 2011
      • Conference Presentation

      Viral Videos: The Dynamics of Online Video Advertising Campaigns

      By: Anita Elberse
      Keywords: Internet and the Web; Advertising
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      Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Duke University, Fuqua School of Business, Durham, NC, May 2011.
      • May–June 2011
      • Article

      The Uninvited Brand

      By: Susan Fournier and Jill Avery
      Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
      Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Advertising Industry; Advertising Industry
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      Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
      • March 2011 (Revised December 2012)
      • Case

      Demand Media

      By: John Deighton and Leora Kornfeld
      Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details
      Keywords: Business Model; Information Publishing; Consumer Behavior; Customization and Personalization; Internet and the Web; Publishing Industry
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      Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.)
      • February 2011 (Revised November 2013)
      • Case

      The Cheezburger Network

      By: John Deighton and Leora Kornfeld
      Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the... View Details
      Keywords: Budgets and Budgeting; Digital Marketing; Customer Relationship Management; Venture Capital; Emerging Markets; Strategic Planning; Sales; Internet and the Web; Publishing Industry; Web Services Industry
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      Deighton, John, and Leora Kornfeld. "The Cheezburger Network." Harvard Business School Case 511-091, February 2011. (Revised November 2013.) (request a courtesy copy.)
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