Publications

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28 Nov 2018
Blog Post

Making the Switch from Finance to Fitness

media both personally and academically. As a first year Required Curriculum (RC) student, I came to understand what financial, operational, and cultural aspects I needed to consider to be an effective leader post-HBS and, thankfully, I... View Details

Keywords: Entertainment / Media / Sports

21 Mar 2016
Lessons from the Classroom

When Your Classmate is an NBA Superstar (or Fashion Model, or Movie Actress)

It’s one thing to look at the entertainment business from an executive’s point of view. It’s quite another to see it through the eyes of a professional basketball player, supermodel, or actress. That mix of perspectives is exactly what has folks in the View Details

Keywords: by Dina Gerdeman; Media & Broadcasting; Media & Broadcasting; Media & Broadcasting; Media & Broadcasting

December 2018 (Revised August 2019)
Case

Super Bowl Storytelling

By: Shelle Santana and Jill Avery

The one day a year when consumers not only tolerate but actually eagerly anticipate ads is during the NFL's Super Bowl. In sharp contrast to their behavior on the other 364 days of the year, consumers watch an average of 89 commercials per Super Bowl game for an... View Details

Keywords: Television Advertising; Entertainment; Brand Management; Marketing; Marketing Strategy; Marketing Communications; Advertising; Television Entertainment; Brands and Branding; Media; Cost vs Benefits; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; United States; North America

June 2008
Supplement

PSI India -- Will Balbir Pasha Help Fight AIDS? (A) and (B), Supporting Video

By: Elie Ofek

Keywords: Health Pandemics; Media; India

May 2023
Case

Twitter Blues: Does Paid Verification Check Out?

By: Scott Duke Kominers, Das Narayandas and Kerry Herman

Elon Musk proposes to offer verification status on Twitter to paying subscribers. Chaos ensues. View Details

Keywords: Marketing; Social Media; Technology Industry

Article

The Effectiveness and Targeting of Television Advertising

By: R. Shachar and B. Anand

Keywords: Media; Advertising

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September 2016
Article

Enhancing the Practical Relevance of Research

By: Michael W. Toffel

This article seeks to encourage scholars to conduct research that is more relevant to the decisions faced by managers and policymakers and addresses why research relevance matters, what relevance means in terms of a journal article, and how scholars can increase the... View Details

Keywords: Research Questions; Relevance; Rigor; Practice-based Research; Research; Communication; Media; Education Industry

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September 2013
Case

Vogue: Defining the Culture of Fashion

By: Anita Elberse, Joseph Ferrer, Elizabeth Gough and Victoria Katsarou

In March 2013, Susan Plagemann, vice president and publisher of Vogue—widely regarded as the world's most influential fashion magazine, and publishing conglomerate Condé Nast's marquee title—is seeking answers to two questions. First, how she can best approach the... View Details

Keywords: Creative Industries; Fashion; Publishing; Digital Technology; Entertainment; Product Portfolio Management; Magazines; Journals and Magazines; Internet and the Web; Change Management; Resource Allocation; Creativity; Media; Advertising; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry

Profile

Kaki Ettinger

"current" learning experiences, provided me with valuable tools to react to the dynamic, rapid pace of change in the constantly evolving media and technology space. My HBS experience instilled in me a desire to work at the... View Details

Keywords: Entertainment / Media; Entertainment / Media; Entertainment / Media

20 Jul 2015
Blog Post

My Journey to Working with At Night Management / PRMD Music

structured summer project plan for me, and they wondered whether they “needed” an MBA level intern. Not to mention, budgets are tight. With some great advice from Harvard friends and faculty, as well as the incredible HBS Media &... View Details

Keywords: Entertainment / Media / Sports

March 2021
Article

International Trade and Social Connectedness

By: Michael Bailey, Abhinav Gupta, Sebastian Hillenbrand, Theresa Kuchler, Robert J. Richmond and Johannes Stroebel

We use de-identified data from Facebook to construct a new and publicly available measure of the pairwise social connectedness between 170 countries and 332 European regions. We find that two countries trade more when they are more socially connected, especially for... View Details

Keywords: Social Connections; International Trade; Trade; Social Media

SSRN

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Keywords: Cinema

December 2001
Background Note

Reporting on Agribusiness in the 21st Century

By: Ray A. Goldberg and Anne M Fitzgerald

Agriculture is not what it used to be. Neither is coverage of the industry by news organizations. A century ago, about 40% of the U.S. population lived on the farm, and one in three U.S. jobs was tied to agriculture. It made sense for daily newspapers to cover farming... View Details

Keywords: Agribusiness; Newspapers; Media; Perception; Change; Agriculture and Agribusiness Industry; United States

November 2016 (Revised May 2017)
Case

The Black List

By: Henry McGee and Sarah McAra

Franklin Leonard founded The Black List in 2005 as an innovative approach to identifying potential hit movie scripts via crowdsourcing. As the annual Black List proved to hold the scripts of some of Hollywood’s most successful films, from “Slumdog Millionaire” to... View Details

Keywords: Screenwriting; Independent Production; Hollywood; Film Development; Film Distribution; Film Financing; Manging Uncertainty; Barriers To Entry; Globalization; Digitalization; Film Entertainment; Entrepreneurship; Marketing; Media; Strategy; Motion Pictures and Video Industry; United States

2001
Other Unpublished Work

Intermedia Substitutability and Market Demand by National Advertisers

By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt

Keywords: Advertising; Media; Demand and Consumers; Advertising Industry