digital marketing - Publications - Faculty & Research

February 2024
Teaching Note

UGG Steps into the Metaverse

Teaching Note for HBS Case No. 523-013. View Details

Keywords: Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Fashion Industry; Information Technology Industry; United States

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Jun 07 2017
Testimonial

Taking on New Experiences and Challenges

08 Jul 2002
Research & Ideas

How to Fashion Your New E-Business Model

Social or regulatory systems (ownership incentives, freelancing, virtual work, distance learning, digital copyright laws) Although Industrial Age markets and power bases were built on proprietary... View Details

Keywords: by Lynda M. Applegate

February 2023
Case

Adyen: Reshaping the Payment Ecosystem

By: Marco Di Maggio, Antonio Moreno and Elena Corsi

A payment services company rethinks its strategy to reach out to a different customer base. View Details

Keywords: Digital Platforms; Entrepreneurship; Service Operations; Market Entry and Exit; Financial Services Industry; Europe

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September 2000
Case

Quokka Sports

By: Stephen P. Bradley, Thomas R. Eisenmann, Stephanie Mason Ogborne and Julie C. Toscano

Quokka Sports is an example of one of the new broadband services focused in total immersion sports. Quokka faces two issues: 1) the broadband infrastructure is emerging slowly so the type of services offered needs to be decided on. 2) Quokka faces an explosion of... View Details

Keywords: Digital Marketing; Decisions; Information Publishing; Infrastructure; Competition; Advertising Industry; Web Services Industry

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June 2014
Article

Pitfalls and Fraud in Online Advertising Metrics: What Makes Advertisers Vulnerable to Cheaters, and How They Can Protect Themselves

By: Benjamin Edelman

How does online advertising become less effective than advertisers expect and less effective than measurements indicate? The current research explores problems that result, in part, from malfeasance by outside perpetrators who overstate their efforts to increase their... View Details

Keywords: Online Advertising; Measurement; Mismeasurement; Fraud; Invisible; Digital Marketing; Misleading and Fraudulent Advertising; Marketing Strategy

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Read Now

March 2016
Supplement

Advertising Experiments at RestaurantGrades

By: Weijia Dai, Hyunjin Kim and Michael Luca

This exercise provides students with a data set consisting of results from a hypothetical experiment, and asks students to make recommendations based on the data. Through this process, the exercise teaches students to analyze, design, and interpret experiments. The... View Details

Keywords: Experimental Methods; Analytics; Web Technology; Marketing; Digital Marketing; Analysis; Performance Effectiveness; Social Media

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11 Nov 2020
Research & Ideas

How Hackathons Help Decide Platform Winners and Losers

competitive challenges facing software companies. Their market success depends largely on persuading the above-mentioned developers to write for their platforms. A new research paper suggests that the two sides can serve their own best... View Details

Keywords: by Michael Blanding; Technology

November 2000 (Revised December 2001)
Case

Alibaba.com

By: F. Warren McFarlan, Carin-Isabel Knoop and David Lane

This case focuses on the strategic issues of an emerging dot-com in a rapidly emerging Internet nation-China. Alibaba, a bulletin board company based in Hangzhou, China, is trying to carve out a niche in the B-to-B e-commerce world. It also shows the speed and... View Details

Keywords: Digital Marketing; Internet and the Web; Marketing; Strategy; Service Industry; Information Technology Industry; Hangzhou; Europe; United States

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01 Jun 2014
News

Net Gains

and digital media presence. "We've seen what can happen decades later when you make an investment in a country." So where is the NBA's next China? Tatum offers three of the league's growing international View Details

Keywords: Dan Morrell

Feb 06 2019
Short Film

Achieving Personal and Professional Growth

Dec 01 2016
Testimonial

Appreciating Different Perspectives in the Classroom

Aug 18 2016
Testimonial

Blazing Trails in the Entertainment Industry

Jul 22 2016
Testimonial

Reaching the Next Stage of Your Career

13 Jun 2005
Research & Ideas

Rescuing Products with Stealth Positioning

recording studio for the band; a backup device for your photos; a TiVo-like recorder and digital entertainment hub for the living room. Despite the buzz, Apple faced a familiar marketing challenge. Most... View Details

Keywords: by Youngme Moon

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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