Publications

2012
Chapter

The Impact of Web 2.0 on Business-to-Business Marketing

By: Thomas J. Steenburgh and Das Narayandas

Keywords: Internet and the Web; Marketing

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Web

A Marketing Revolution - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: A Marketing Revolution National Markets... View Details

December 2017 (Revised March 2019)
Case

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart

Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

January 2012 (Revised April 2012)
Case

Killing Craigslist: Entrepreneurship in the Online Apartment Rental Market

Keywords: Business Model; Internet and the Web; Renting or Rental; Internet and the Web; Entrepreneurship; Web Services Industry

04 Aug 2010
Working Paper Summaries

The Effect of Market Leadership in Business Process Innovation: The Case(s) of E-Business Adoption

Keywords: by Kristina McElheran; Technology

24 Apr 2014
News

A wild ride from adventure travel to social media marketing

which provides a SaaS platform for marketers to manage their presence on social networks, is a division of Google, and is among the largest acquisitions ever made by the Internet giant. Wildfire now has over... View Details

September 2017
Case

NBCUniversal Telemundo: Transforming Latino Television

By: Henry W. McGee, Carin-Isabel Knoop and Christine Snively

In August 2017, Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises, considered how the Miami-based Spanish-language TV network Telemundo could succeed in a rapidly shifting media landscape. Over the past few years,... View Details

Keywords: Television Industry; Television Advertising; Broadcasting; Telecommunications; Internet; Television Entertainment; Internet and the Web; Advertising; Digital Platforms; Digital Marketing; Telecommunications Industry; Media and Broadcasting Industry; Miami

May 2016 (Revised January 2018)
Case

Airbnb, Etsy, Uber: Acquiring the First Thousand Customers

By: Thales S. Teixeira and Morgan Brown

By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable... View Details

Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two-sided Market; Internet and the Web; Marketing Strategy; Digital Platforms; Digital Marketing; Business Startups; Transportation Industry; Accommodations Industry

20 Jul 2009
Research & Ideas

Markets or Communities? The Best Ways to Manage Outside Innovation

after identifying a structural weakness. “Apple has shown the way in how to build a market of external innovators.” According to Harvard Business School professor Karim R. Lakhani, Boeing's approach is an excellent example of how not to... View Details

Keywords: by Sean Silverthorne; Technology

Article

Peer-to-Peer File Sharing and the Market for Digital Information Goods

By: Ramon Casadesus-Masanell and Andres Hervas-Drane

We study competitive interaction between two alternative models of digital content distribution over the Internet: peer-to-peer (p2p) file sharing and centralized client-server distribution. We present microfoundations for a stylized model of p2p file sharing where all... View Details

Keywords: Competition; Distribution; Internet and the Web; Information Infrastructure; Management Analysis, Tools, and Techniques; Strategy; Profit; Price; Performance Efficiency

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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

January 2006 (Revised March 2010)
Case

Peer-to-Peer File Sharing and the Market for Digital Information Goods

By: Ramon Casadesus-Masanell, Andres Hervas and Jordan Mitchell

We study competitive interaction between two alternative models of digital content distribution over the Internet: peer-to-peer (p2p) file sharing and centralized client-server distribution. We present microfoundations for a stylized model of p2p file sharing where all... View Details

Keywords: Price; Profit; Distribution; Competition; Internet and the Web; Information Infrastructure