Digitization - Publications - Faculty & Research

June 2020
Case

In-housing Digital Marketing at Sprint Corp.

By: David E. Bell, Rajiv Lal and Olivia Hull

In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details

Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States

Citation

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The ubiquity of digital technology and internet connectivity is driving both new and old players across all industries to invest in new capabilities, define new business models, and compete in new ways. From software to automobiles, from healthcare to financial... View Details

Economic Analysis of the Digital Economy

As the cost of storing, sharing, and analyzing data has decreased, economic activity has become increasingly digital. But while the effects of digital technology and improved digital communication have been explored in a variety of contexts, the impact on... View Details

October 2024
Case

EU‘s Digital Services Act and Digital Markets Act

By: David B. Yoffie and Sarah von Bargen

Citation

Educators

Jun 19 2017
Testimonial

Mastering the Fundamentals of Digital Strategy

May 2024
Case

Pernod Ricard: Uncorking Digital Transformation

By: Iavor Bojinov, Edward McFowland III, François Candelon, Nikolina Jonsson and Emer Moloney

This case study explores the opportunities and challenges of the digital transformation journey of French wine and spirits company Pernod Ricard. As part of the transformation, the company launched four key digital programs (KDPs) aimed at using data and artificial... View Details

Keywords: Business Organization; Business Divisions; Talent and Talent Management; Global Strategy; AI and Machine Learning; Analytics and Data Science; Digital Transformation; Digital Strategy; Advertising; Sales; Organizational Culture; Product Development; Decision Making; Technology Adoption; Alignment; Expansion; Food and Beverage Industry; France; Europe

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Program

Leading in the Digital Era

Summary New digital technologies, data analytics, and new applications of artificial intelligence (AI) are rapidly changing the expectations of customers, employees, and other stakeholders. Though many of today's executives are neither technology experts nor digital... View Details

2002
Chapter

Digital Marketing Communication

By: J. A. Deighton and Patrick Barwise

Keywords: Marketing Communications; Digital Marketing; Internet and the Web

Citation

17 Apr 2016
News

Driving Digital Expansion

Named CEO in 2011, Rozhan has overseen rapid growth at the company as it confronts a changing technological landscape with the recent launch of Tribe, an over-the-top service that allows consumers to download locally produced digital... View Details

25 Mar 2015
HBS Case

Tate’s Digital Makeover Transforms the Traditional Museum

four museums, including the acclaimed Tate Modern—has pushed the boundaries of what an art museum can be. Its journey may be both a road map and a caution for many institutions—cultural and business—as they begin to explore the promise of View Details

Keywords: by Michael Blanding; Education

22 Aug 2018
News

Developing a Strategy for the Digital World

October 2016
Case

Addicaid: Scaling a Digital Platform for Addiction Wellness and Recovery

By: Robert S. Huckman and Sarah Mehta

In 2013, Sam Frons founded Addicaid—a mobile application (app) that allowed people in addiction recovery to track their progress, check in with counselors, and connect with others in recovery programs. The app was grounded in cognitive behavioral therapy and used the... View Details

Keywords: Digital Health Interventions; Substance Use Disorder; Addiction Treatment; Addiction Recovery; Scale; Innovation; Health; Health Disorders; Health Industry; New York (city, NY)

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25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

Seated before a computer with an Internet link, consumers today can flip through an estimated 800 million Web pages of public information by merely clicking a mouse. Add to this that television, now in 98 percent of American homes, is moving, albeit slowly, toward... View Details

Keywords: by Peter K. Jacobs