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Felix Oberholzer-Gee is the Andreas Andresen Professor of Business Administration at Harvard Business School. An award-winning instructor, his academic work and consulting are focused on competitive strategy and the effects of digital technology on corporate... View Details

Keywords: media; media; media; media

11 Jun 2013
First Look

First Look: June 11

themselves (e.g., inbound marketing), (3) outsourcing content creation (e.g., via crowdsourcing), or (4) outsourcing content distribution (e.g., viral marketing). Benefits and challenges of these four... View Details

Keywords: Carmen Nobel

Article

Marketing in the Age of Web 2.0

By: Jill Avery

Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details

Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Technology Industry

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August 2018
Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

27 Nov 2017
Research & Ideas

Beware the Lasting Impression of a 'Temporary' Selfie

that they will disappear quickly from the public eye after having been seen by the intended recipients or after a short period of time. Disappearing selfies are seemingly the ideal solution for people who enjoy life on social media but... View Details

Keywords: by Rachel Layne

February 2017 (Revised September 2017)
Case

Bringing Digital to Wimbledon

By: John T. Gourville and David Arnold

It was mid-December 2016 as Alexandra (Alex) Willis read with satisfaction that The All England Lawn Tennis & Croquet Club (AELTC) had won yet another award for its use of social media to reach its fan base. As the organizer and host of “The Championships, Wimbledon,”... View Details

Keywords: Wimbledon; London; Digital; Marketing; Marketing Communications; Online Technology

April 2011
Case

Samsung and Google TV

By: Ramon Casadesus-Masanell, Prithvi Raj and Crystal Jean Marrie

This case describes Samsung's decision on how to pursue the growing market opportunity for internet-connected televisions, which enable consumers to access a range of web-based content including basic information (e.g. stock quotes, weather, news headlines, RSS feeds,... View Details

Keywords: Competitive Strategy; Digital Platforms; Internet and the Web; Decision Choices and Conditions; Electronics Industry

June 2007 (Revised April 2010)
Case

Comcast Corporation

By: Anita Elberse and Jason Schreiber

In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on... View Details

Keywords: Marketing Strategy; Product Launch; Consumer Behavior; Competitive Strategy; Technology Adoption; Media and Broadcasting Industry; Media and Broadcasting Industry

Shane Greenstein is the Martin Marshall Professor of Business Administration. He teaches in the Technology, Operations and Management Unit.

Encompassing a wide array of questions about computing, communication, and Internet markets, Professor Greenstein’s... View Details

Keywords: computer; information technology industry; electronics; information; e-commerce industry; internet; software

March 2006 (Revised February 2007)
Case

Massive Incorporated (A)

By: Joseph B. Lassiter III, Clark Gilbert and Victoria Winston

How do you go to market with a brand new product in a new industry? How does a business develop an opportunity and then adapt its strategy to ensure success? Who are the early adopters and how does a business work with them? Katherine Hays, chief operating office at... View Details

Keywords: Emerging Markets; Product Launch; Digital Marketing; Business Startups; Advertising Industry

April 14, 2017
Article

Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It

By: John A. Deighton

United Airlines has pledged to improve its training programs and empower its employees to put customers first in the wake of a video showing a passenger being dragged from a plane. Of all the U.S. air carriers, United should have known the power of social media and... View Details

Keywords: Crisis Management; Customer Focus and Relationships; Employees; Training; Air Transportation Industry

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April 2001 (Revised July 2002)
Case

Martha Stewart Living Omnimedia (A)

By: Susan M. Fournier, Kerry Herman, Laura Winig and Andrea Carol Wojnicki

Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to "elevating the role of the homemaker," went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2... View Details

Keywords: Management; Media; Identity; Personal Characteristics; Brands and Branding; Media and Broadcasting Industry

20 Apr 2015
Blog Post

India Conference 2015

The India conference is an annual event organized by Harvard students. The conference has in the past focused on a plethora of issues related to India. Though the structure of the conference has remained constant in the past, the content... View Details

August 2021 (Revised March 2022)
Case

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery and Rayan Nahas

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

October 2011 (Revised May 2015)
Case

The American Repertory Theater

By: Rohit Deshpande, Allen S. Grossman and Ryan Johnson

When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed to give the audience more ownership over the theater experience, excited theatergoers by... View Details

Keywords: Advertising Campaigns; Arts; Business Model; Leading Change; Media; Organizational Change and Adaptation; Nonprofit Organizations; Competitive Strategy; Entertainment and Recreation Industry; North and Central America

09 Jan 2020
Blog Post

Navigating Grey in the Ever-Evolving Tech Community

Carlyn Strand Sylvester (MBA 2016) leads a small team at Netflix focused on creative testing and innovation for the streaming service’s global paid digital and acquisition channels, with an emphasis on growing the Netflix audience through brand, product, and View Details

May 2019 (Revised January 2020)
Case

The Video-Streaming Wars in 2019: Can Disney Catch Netflix?

By: Anita Elberse and Monica Cody

Bob Iger, CEO of entertainment conglomerate Disney, thrilled investors with details about Disney’s upcoming foray into video streaming in April 2019. Disney’s move was only the latest in a series of actions taken by new and established entertainment companies in a... View Details

Keywords: Television; Entertainment; Media; Television Entertainment; Management; Strategy; Disruption; Information Technology; Competition; Media and Broadcasting Industry; Media and Broadcasting Industry