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  • February 2013
  • Case

YouTube Channels

By: Sunil Gupta and Dharmishta Rood
In December 2011 YouTube launched a website redesign that made Channels the central focus of the site. This redesign was the company's first foray into a strategy designed to foster long-form user engagement. YouTube invested $100 million in 100 Channels, often created... View Details
Keywords: Competition; Internet and the Web; Entertainment; Growth and Development Strategy; Entertainment and Recreation Industry; Media and Broadcasting Industry
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  • September 2019
  • Article

The Persistence of Broadband User Behavior: Implications for Universal Service and Competition Policy

By: Andre Boik, Shane Greenstein and Jeffrey Prince
In several markets, firms compete not for consumer expenditure but consumer attention. We examine user priorities over the allocation of their time, and interpret that behavior in light of salient tensions in policy discussions over universal service, data caps, and... View Details
Keywords: Broadband Service; Attention Allocation; Consumer Behavior; Household; Internet and the Web; Competition; Policy
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  • May 2014
  • Case

Groupon, Inc.

By: Krishna G. Palepu, Blythe J. McGarvie and James Weber
Internet coupon site "Groupon" grew revenues rapidly and went public, but struggled to impress investors or operate profitably. Did it have a sustainable business model? Groupon sold coupons called Groupons which purchasers used to acquire goods or services at... View Details
Keywords: Accounting; Corporate Governance; Entrepreneurship; Financial Management; Financial Reporting; Financial Statements; Organizational Culture; Strategy; Web Services Industry; United States
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  • 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; Motion Pictures and Video Industry; Entertainment and Recreation Industry
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  • 17 Sep 2007
  • Research & Ideas

Broadband: Remaking the Advertising Industry

Most advertisers have some way to have online links even in ads that aren't online. For instance, many magazine ads prominently tell you, "Here's our Web site to get more information." TV news... View Details
Keywords: by Julia Hanna; Advertising; Media & Broadcasting; Publishing
  • December 2013 (Revised March 2016)
  • Case

Managing Online Reviews on TripAdvisor

By: Thales Teixeira and Leora Kornfeld
In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services, and provided millions of reviews written by consumers. Consumers were becoming increasingly motivated to read and... View Details
Keywords: Online Word-of-mouth; Online Reviews; Hotels; Internet and the Web; Marketing Communications; Marketing Reference Programs; Digital Marketing; Customer Satisfaction; Accommodations Industry; Travel Industry
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  • March 1998 (Revised November 1999)
  • Case

USA TODAY Online

By: John A. Deighton and Anthony St. George
How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the... View Details
Keywords: Digital Marketing; Design; Profit; Revenue; Brands and Branding; Marketing Strategy; Internet and the Web; Information Industry
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  • February 2000 (Revised October 2000)
  • Case

Open Market, Inc.: The E-Commerce Wars

By: James I. Cash Jr., Janis Lee Gogan, Michael Haselkorn and Mani Subramani
Continues the story of Open Market, Inc., a company founded in 1994 to support electronic commerce on the Internet. Despite a very successful initial public offering, the firm had reached a growth plateau, and the management team was considering several strategic... View Details
Keywords: Entrepreneurship; Technological Innovation; Management; Growth and Development Strategy; Marketing Channels; Product Marketing; Product Development; Competitive Strategy; Corporate Strategy; Web Services Industry; Web Services Industry
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  • June 2012 (Revised October 2012)
  • Teaching Note

TripAdvisor (TN)

By: Sunil Gupta
By 2010, TripAdvisor (TA) was the largest travel site in the world operating in 24 countries and 16 languages, with listings for 455,000 hotels, 92,000 attractions and 564,000 restaurants in over 71,000 destinations worldwide. It had over 40 million reviews from 35... View Details
Keywords: Marketing; Digital Marketing; Marketing Strategy; Internet and the Web; Travel Industry; Tourism Industry; China; United States
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  • March 2008 (Revised March 2014)
  • Case

Facebook

By: Mikolaj Jan Piskorski, Thomas R. Eisenmann, Aaron Smith, David Chen and Brian Feinstein
As Facebook topped one billion monthly users in October 2012, the online social network continued to face questions about how best to monetize its surging traffic. The company could invest further in new advertising products, which represented the majority of the... View Details
Keywords: Entrepreneurship; Profit; Open Source Distribution; Social and Collaborative Networks; Competition; Competitive Strategy; Internet and the Web; Digital Platforms; Information Technology Industry
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  • May 2016 (Revised January 2018)
  • Case

Improving Repurchase Rates at zulily

By: Thales Teixeira and Sarah McAra
In February 2015, zulily cofounder and CEO Darrell Cavens faced a major challenge in his business, a Seattle-based daily deals site that catered to moms. The more he spent to acquire new customers, the less he retained them in the form of repeat purchases. This was an... View Details
Keywords: Zulily; Repurchase; E-commerce; Online Shopping; Fashion; Customer Relationship Management; Internet and the Web; Digital Marketing; Customer Satisfaction; Fashion Industry; Retail Industry; Seattle
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  • November 2001 (Revised January 2002)
  • Case

Monster.com: Success Beyond the Bubble

In 2001, Monster.com was an Internet site that, among other things, connected individuals seeking jobs with organizations wanting to hire. Its substitutes included help wanted classified advertising in newspapers. Monster was one of the few Internet companies that had... View Details
Keywords: Internet and the Web; Business Growth and Maturation; Service Operations; Service Delivery; Price Bubble; Growth and Development Strategy; Employment Industry
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  • 02 Apr 2012
  • Research & Ideas

Do Online Dating Platforms Help Those Who Need Them Most?

we already know. The functionality of these businesses is clear, but their immense popularity can be perplexing. After all, people managed to get married and maintain friendships for eons before the Web ever existed. So, are these virtual... View Details
Keywords: by Carmen Nobel; Technology
  • October 2016
  • Case

Triangulate: Stay, Pivot or Exit?

By: Thomas Eisenmann, Shikhar Ghosh and Christopher Payton
Sunil Nagaraj, Triangulate's founder had spent a few years trying to launch a dating application that matched users based on their behavior on social media. Based on input from advisors, the company changed its focus from a B2B site to a B2C dating site with a unique... View Details
Keywords: Early Stage; Pivot; Two Sided Markets; Business Model; Business Exit or Shutdown; Product Launch; Venture Capital; Failure; Internet and the Web; Entrepreneurship; Information Technology; Social and Collaborative Networks; United States; North America
Related
  • August 2003 (Revised September 2003)
  • Case

Tower Software

Tower Software (TS) is a publicly traded corporation engaged in multiple facets of the computer software business. Its flagship product, TS SERVE, is a successful proprietary network operating system. TS also develops and sells applications software for word... View Details
Keywords: Applications and Software; Product Launch; Web Services Industry; Web Services Industry
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  • December 2019
  • Case

Steemit: A New Social Media?

By: Ramon Casadesus-Masanell, Alexander White and Karen Elterman
This case discusses the alternative social media site Steemit, including the principles it was founded on in 2016 and the challenges it faced in 2019. Steemit was a blockchain-based platform that aimed to differentiate itself from other social media companies by... View Details
Keywords: Decision Making; Decisions; Voting; Economic Systems; Money; Fairness; Values and Beliefs; Goals and Objectives; Digital Platforms; Product Design; Design; Problems and Challenges; Network Effects; Motivation and Incentives; Social and Collaborative Networks; Reputation; Business Strategy; Competition; Internet and the Web; Social Media; Entertainment and Recreation Industry; United States; Virginia; New York (city, NY)
Related
  • September 2016 (Revised February 2017)
  • Case

Angie's List: Ratings Pioneer Turns 20

By: Robert J. Dolan and Ayelet Israeli
In 1995, before people “googled” or “yelped,” Angela Hicks (HBS, 2000) was establishing her Angie’s List as a pioneer in the accumulation and dissemination of consumer rating information. Hicks focused on the home repair and maintenance market and, as she put it,... View Details
Keywords: Pricing; Pricing Strategy; Services; Product Line Management; Growth; Conjoint Analysis; Market Research; Freemium; Growth Strategy; Two Sided Markets; Ecommerce; Platform; Platform Business; Platform Businesses; Platform Strategy; Platforms; Platforms And Ecosystems; Business Model; Internet and the Web; Business Growth and Maturation; Growth and Development Strategy; Price; Strategy; Digital Platforms; E-commerce; Service Industry; United States
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  • 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; Consumer Products Industry
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  • July 1998
  • Supplement

Bell Atlantic in Union City

By: Rosabeth M. Kanter
In this pioneering project to wire a school for the Internet and put computers in students' homes, Bell Atlantic combined its need for a beta site for a technology trial with the school reform efforts of the Union City, New Jersey public schools, under the leadership... View Details
Keywords: Business Model; Social Enterprise; Internet and the Web; Education; Business and Community Relations; Education Industry; New Jersey
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    Robert C. Merton

    Robert C. Merton is the School of Management Distinguished Professor of Finance at the MIT Sloan School of Management.

    Merton is University Professor Emeritus at Harvard University and was the George Fisher Baker Professor of... View Details

    Keywords: banking; brokerage; financial services; insurance industry; investment banking industry; retail financial services