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Show Results For
- All HBS Web
(685)
- News (126)
- Research (482)
- Events (2)
- Multimedia (5)
- Faculty Publications (234)
- June 2018 (Revised June 2018)
- Case
Facebook Confronts a Crisis of Trust
By: William W. George and Amram Migdal
The case, “Facebook Confronts a Crisis of Trust,” starts with the crisis Facebook founder and CEO Mark Zuckerberg is facing in March 2018 over Cambridge Analytica’s accessing data from 87 million Facebook accounts in order to influence the 2016 U.S. Presidential... View Details
Keywords: Facebook; Data Privacy; Data Manipulation; Data Science; Political Campaigns; Political Influence; Voter Mobilization; Voters' Interests; Election Outcomes; Elections; Cambridge Analytica; Mark Zuckerberg; Sheryl Sandberg; Voting; Decision Making; Demographics; Ethics; Geopolitical Units; Government and Politics; Government Legislation; National Security; Political Elections; Information Management; Leadership; Leadership Style; Crisis Management; Social Psychology; Personal Characteristics; Power and Influence; Society; Public Opinion; Technology Industry; United States; United Kingdom
George, William W., and Amram Migdal. "Facebook Confronts a Crisis of Trust." Harvard Business School Case 318-145, June 2018. (Revised June 2018.)
- July 2010 (Revised December 2010)
- Case
AdMob (A)
By: Mikolaj Jan Piskorski, Samuel Cohen and Nithya Vaduganathan
AdMob's CEO is deciding between international expansion and increasing the number of publishers to strengthen the company's advantage in the mobile advertising industry. AdMob displayed advertising on global devices, powered 6,000 websites and 1,000 applications, and... View Details
Keywords: Digital Marketing; Growth and Development Strategy; Resource Allocation; Competition; Competitive Strategy; Expansion; Mobile and Wireless Technology; Advertising Industry
Piskorski, Mikolaj Jan, Samuel Cohen, and Nithya Vaduganathan. "AdMob (A)." Harvard Business School Case 711-406, July 2010. (Revised December 2010.)
- August 2015
- Case
Building an e-Commerce Brand at Wayfair
By: Thales Teixeira and Elizabeth Anne Watkins
Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... View Details
Keywords: E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; ＂Marketing Analytics＂; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States
Teixeira, Thales, and Elizabeth Anne Watkins. "Building an e-Commerce Brand at Wayfair." Harvard Business School Case 516-028, August 2015.
- 27 Jul 2017
- News
The Revolution in Advertising: From Don Draper to Big Data
- January 2014 (Revised February 2015)
- Case
YouTube for Brands
By: Thales Teixeira and Leora Kornfeld
This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details
Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Advertising Industry; Advertising Industry; Advertising Industry
Teixeira, Thales, and Leora Kornfeld. "YouTube for Brands." Harvard Business School Case 514-048, January 2014. (Revised February 2015.)
- September 2020 (Revised July 2022)
- Technical Note
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing... View Details
Keywords: Algorithmic Data; Race And Ethnicity; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeting; Targeted Advertising; Pricing Algorithms; Ethical Decision Making; Customer Heterogeneity; Marketing; Race; Ethnicity; Gender; Diversity; Prejudice and Bias; Marketing Communications; Analytics and Data Science; Analysis; Decision Making; Ethics; Customer Relationship Management; E-commerce; Retail Industry; Apparel and Accessories Industry; United States
Israeli, Ayelet, and Eva Ascarza. "Algorithmic Bias in Marketing." Harvard Business School Technical Note 521-020, September 2020. (Revised July 2022.)
- 23 Sep 2008
- First Look
First Look: September 23, 2008
Working PapersSecuring Online Advertising: Rustlers and Sheriffs in the New Wild West Author:Benjamin G. Edelman Abstract Read the news of recent computer security guffaws, and it's striking how many problems stem from online advertising. View Details
Keywords: Martha Lagace
- 22 Jan 2010
- Working Paper Summaries
Competing Ad Auctions
- 31 Jan 2005
- Research & Ideas
Rethinking Marketing’s Conventional Wisdom
generating goodwill in a nonaggressive way. Q: You write a lot about interactions between humans and technology. Are computers the perfect tool for customized marketing? A: The tailoring of messages via computer technology to a person's... View Details
The Socioeconomic Impact of Internet Tracking
At a time when the future of cookies in ad tracking is in doubt, this report contributes to understanding online tracking and its positive and negative consequences, both economic and social. We describe how tracking works to circulate data and affect privacy, how data... View Details
- April 2019 (Revised August 2020)
- Case
Raksul
By: Scott Duke Kominers, Masahiro Kotosaka, Nobuo Sato and Akiko Kanno
Raksul, 2018 Forbes Japan "Startup of the Year," ran an e-commerce platform drawing upon thousands of individual suppliers. Launched as a business-to-business printing services marketplace, Raksul had recently expanded to operate both a logistics/delivery marketplace... View Details
- 15 Sep 2020
- Working Paper Summaries
Time and the Value of Data
- Article
All Eyes on Them: A Field Experiment on Citizen Oversight and Electoral Integrity
By: Natalia Garbiras-Díaz and Mateo Montenegro
Can information and communication technologies help citizens monitor their elections? We analyze a large-scale field experiment designed to answer this question in Colombia. We leveraged Facebook advertisements sent to over 4 million potential voters to encourage... View Details
Keywords: Social Influence; Electoral Behavior; Election Outcomes; Economics; Economy; Governance; Government and Politics; Social Media; Social Marketing; Society; Political Elections; Advertising
Garbiras-Díaz, Natalia, and Mateo Montenegro. "All Eyes on Them: A Field Experiment on Citizen Oversight and Electoral Integrity." American Economic Review 112, no. 8 (August 2022): 2631–2668.
- February 2024
- Case
SundaySky: Changing Customer Experiences through Personalized Video
By: David C. Edelman and James Barnett
In June 2023, SundaySky CEO Jim Dicso considers growth strategies. The software-as-a-service company provided software to create advertising videos, customer service videos, and other videos, like employee training modules, and had begun to pilot a new generative... View Details
Keywords: Advertising; Strategy; Technology Adoption; AI and Machine Learning; Applications and Software; Growth and Development Strategy; Advertising Industry; Advertising Industry; United States
Edelman, David C., and James Barnett. "SundaySky: Changing Customer Experiences through Personalized Video." Harvard Business School Case 524-013, February 2024.
- February 2023
- Case
Roblox: Virtual Commerce in the Metaverse
By: Ayelet Israeli and Nicole Tempest Keller
In 2022, Roblox had 58.8 million daily active users, including over half of all children and teens under the age of 16 in the United States. Roblox, a free-to-use “co-experience platform”, allowed users to come together in immersive 3D experiences to socialize, work,... View Details
Keywords: Entertainment; Games, Gaming, and Gambling; Market Design; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Business Strategy; Economics; Economy; Economic Systems; Advertising; Advertising Campaigns; Digital Platforms; Markets; Price; Innovation and Management; Technology Industry; Technology Industry; Technology Industry; United States; California; North America; South America; Asia; Europe
Israeli, Ayelet, and Nicole Tempest Keller. "Roblox: Virtual Commerce in the Metaverse." Harvard Business School Case 523-028, February 2023.
- Teaching Interest
Overview
By: John A. Deighton
I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details
- April 1999 (Revised September 2000)
- Case
Interep National Radio Sales, Inc.
By: Benson P. Shapiro, Stephen X. Doyle and Wade Myers
Interep must mobilize sales information technology, organizational structures, and sales management processes to protect and enhance its strong position as a radio advertising sales firm. Opportunities and risks are high in this complex, rapidly changing sales agency... View Details
Keywords: Management Practices and Processes; Sales; Strategy; Information Technology; Advertising; Risk and Uncertainty; Opportunities; Fluctuation; Advertising Industry; Advertising Industry; New York (state, US)
Shapiro, Benson P., Stephen X. Doyle, and Wade Myers. "Interep National Radio Sales, Inc." Harvard Business School Case 999-011, April 1999. (Revised September 2000.)
Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies
Speaker's Box, Journal of Advertising Research
“Speaker’s Box” invites academics and practitioners to identify potential areas of research affecting marketing and advertising. Its intention is to bridge the gap between the length... View Details
- April 1993 (Revised July 1994)
- Case
MathSoft, Inc. (A)
MathSoft's VP of sales has doubled the size of the company's direct field sales force to support the launch of a new, high-end workstation software product priced at almost $9,000. However, sales of the new product are far below plan. At the same time, the VP of... View Details
Keywords: Information Technology; Corporate Entrepreneurship; Applications and Software; Communication Strategy; Salesforce Management; Marketing Channels; Advertising; Product Launch; Information Technology Industry; Information Technology Industry; United States
Rangan, V. Kasturi. "MathSoft, Inc. (A)." Harvard Business School Case 593-094, April 1993. (Revised July 1994.)
- 23 Jun 2015
- First Look
First Look: June 23, 2015
organizational units and corporations are likely to match the boundaries of underlying technological modules. (This correspondence is called "mirroring.") In this article, I explain the concept of modularity and describe how... View Details
Keywords: Sean Silverthorne