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  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

Advertising Symbiosis: The Key to Viral Videos The Revolution in Advertising: From Don Draper to Big Data Why Comparing Apples to Apples Online Leads To More Fruitful Sales What do you think? What big flops... View Details
Keywords: by Dina Gerdeman; Advertising; Advertising
  • September 2024
  • Supplement

National Public Broadcasting (B)

By: Richard S. Ruback and Royce Yudkoff
Pre-abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
Abstract: This (B) case supplement is designed for use by faculty only to support classroom instruction in conjunction with... View Details
Keywords: Financial Strategy; Financial Management; Media; Ownership; Strategy; Advertising; Decision Choices and Conditions; Entrepreneurship; Financing and Loans; Mergers and Acquisitions; Private Equity; Journalism and News Industry; Media and Broadcasting Industry; United States
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  • Web

Marketing - Faculty & Research

make important contributions in the future. The current economic crisis is changing consumers' current and future purchase and consumption patterns. Search engines have changed the way consumers obtain information and make decisions and they are also dramatically... View Details
  • 29 Nov 2010
  • HBS Case

United Breaks Guitars

object lesson in what that means for big, recognizable companies and their brands. "United Breaks Guitars" documents the incredible viral power of social media, analyzing the reach and impact of a clever customer complaint music View Details
Keywords: by Julia Hanna

    Rohit Deshpande

    Rohit Deshpandé is a Baker Foundation Professor and Sebastian S. Kresge Professor of Marketing, Emeritus at Harvard Business School, where he has been teaching in the Advanced Management Program,... View Details

    Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising

      Julian De Freitas

      Julian De Freitas is an Assistant Professor of Business Administration in the Marketing Unit, and Director of the Ethical Intelligence Lab, at Harvard Business School. He earned his PhD in psychology from Harvard, masters from Oxford, and BA from Yale. He teaches... View Details

      Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
      • October 2006 (Revised March 2007)
      • Case

      Production I.G: Challenging the Status Quo

      By: Andrei Hagiu, Tarun Khanna, Felix Oberholzer-Gee, Masako Egawa and Chisato Toyama
      In July 2006, Mitsuhisa Ishikawa wondered how he could further enhance the success and visibility of his animation production company headquartered in Tokyo, Production I.G. For the year ended May 2006, Production I.G. had sales of 5,439 million yen ($47.3 million),... View Details
      Keywords: Business Growth and Maturation; Competitive Advantage; Markets; Animation Entertainment; Going Public; Growth and Development Strategy; Motion Pictures and Video Industry; Tokyo
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      • 16 Nov 2016
      • Research & Ideas

      Turning One Thousand Customers into One Million

      to reach new people. Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as Google search ads, Facebook ads, and YouTube View Details
      Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations
      • Web

      Privacy Notice | About

      website constitutes acceptance of such terms. Information you submit Certain transactions in which you choose to engage on the Sites will require your submission of identifiers, including, but not limited to, news feed requests, brochure or View Details
      • 08 Aug 2022
      • HBS Case

      Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

      What would it take to attract customers who are so loyal that they would not only buy your products, but would also lavish your distributors with flowers and purchase advertising to elevate your brand? Ask the minds behind K-pop sensation... View Details
      Keywords: by Shalene Gupta; Media & Broadcasting; Music

        Youngme Moon

        Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of brand strategy and culture, with a particular focus on the emergent AI economy. She is the author of the bestselling book, View Details

        Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising

          Thomas R. Eisenmann

          Thomas R. Eisenmann is the Howard H. Stevenson Professor of Business Administration at the Harvard Business School; Peter O. Crisp Faculty Chair, Harvard Innovation Labs; and Unit Head of the HBS Entrepreneurial... View Details

          Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising
          • 26 Aug 2019
          • Research & Ideas

          Lipstick Tips: How Influencers Are Making Over Beauty Marketing

          And, in a video tutorial on YouTube, in which Hughes starts with a scrubbed-clean face (revealing some of the same splotchy spots many of us worry about), she demonstrates how she applies layer after layer of creams and cosmetics to... View Details
          Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics
          • 01 Dec 2023
          • News

          Thinking Ahead

          consumer-fitness experience and grounded it in medical science for a chronic disease population?” asks Lee, a 2023–2024 Blavatnik Fellow who will spend her fellowship year developing and testing an on-demand video prototype. Exercise can... View Details
          Keywords: Julia Hanna; Illustrations by Chris Gash; News, Library, Internet, and Other Services; Information
          • August 2015 (Revised June 2021)
          • Case

          Amazon.com, 2021

          By: John R. Wells, Benjamin Weinstock, Gabriel Ellsworth and Galen Danskin
          In February 2021, Amazon announced 2020 operating profits of $22,899 million, up from $2,233 million in 2015, on sales of $386 billion, up from $107 billion five years earlier (see Exhibit 1). The shareholders expressed their satisfaction (see Exhibit 2), but not all... View Details
          Keywords: Strategic Analysis; Retail; E-commerce; Amazon; Internet; Amazon.com; AmazonFresh; Jeff Bezos; Cloud Computing; Marketplaces; Streaming; E-reader Market; Digital Media; Mobile App; Online Retail; Shipping; Database; Tablet; Kindle; Kindle Fire; Smartphone; Delivery; Digital Platforms; Competition; Internet and the Web; Corporate Strategy; Digital Marketing; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Profit; Revenue; Global Strategy; Multinational Firms and Management; Taxation; Business History; Human Resources; Resignation and Termination; Books; Human Capital; Working Conditions; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Industry Growth; Industry Structures; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Product Development; Supply Chain; Supply Chain Management; Organizational Culture; Public Ownership; Work-Life Balance; Problems and Challenges; Labor and Management Relations; Strategy; Adaptation; Business Strategy; Competitive Strategy; Diversification; Expansion; Integration; Horizontal Integration; Vertical Integration; Information Infrastructure; Information Technology; Mobile and Wireless Technology; Price; Applications and Software; Marketing; Marketing Strategy; Working Capital; Customer Focus and Relationships; Customer Value and Value Chain; 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; United States; Washington (state, US); Seattle
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          • 25 Apr 2017
          • First Look

          First Look at New Research, April 25

          Economics & Management Strategy Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior By: Prince, Jeffrey, and Shane Greenstein Abstract—The television industry is undergoing a generational shift in... View Details
          Keywords: Sean Silverthorne
          • 24 Apr 2023
          • HBS Case

          What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

          products, such as what can and can’t be printed on packaging labels, also vary across states. Even when they come up with a catchy advertising idea that’s acceptable to regulators and consumers—such as the Cann-produced music View Details
          Keywords: by Jay Fitzgerald; Consumer Products; Food & Beverage
          • 10 Aug 2010
          • First Look

          First Look: August 10

          that search engine advertisements tend to be less safe than the corresponding organic listings. Least-Cost Avoiders in Online Fraud and Abuse Author:Benjamin G. Edelman Publication:IEEE Security and Privacy 8, no. 4 (July-August 2010)... View Details
          Keywords: Martha Lagace
          • 03 Oct 2005
          • Research & Ideas

          The Box Office Power of Stars

          film, such as whether to open a movie in a large number of theaters, whether to use television advertising to promote the film, and whether to avoid a competitive, high-season opening weekend may impact its market success as well.... View Details
          Keywords: by Sarah Jane Gilbert; Motion Pictures & Video; Motion Pictures & Video
          • Web

          Skydeck - Alumni

          quarantine and migrating musical events online Effective Communication in the Age of Zoom Interpersonal communication expert Rachel Greenwald (MBA 1993) on navigating the new world of video meetings and the interpersonal communication... View Details