Publications
Publications
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(1,977)
- Faculty Publications (554)
- June 2018
- Supplement
Valuing Snap After the IPO Quiet Period (B)
By: Marco Di Maggio and Benjamin C. Esty
Analyzes Snap’s value and analyst recommendations following the events described in the (A) case. View Details
Keywords: Sell-side Analysts; Underwriters; Investment Banking; Social Network; Discounted Cash Flow; Cost Of Capital; Conflicts Of Interest; Corporate Governance; Advertising; Quiet Period; Business Startups; Digital Marketing; Initial Public Offering; Information Infrastructure; Valuation; Venture Capital; Forecasting and Prediction; Social Media; Advertising Industry; Advertising Industry; Advertising Industry; United States; California
- June 2018
- Supplement
Valuing Snap After the IPO Quiet Period (C)
By: Marco Di Maggio, Benjamin C. Esty and Gregory Saldutte
Analyzes Snap’s value and analyst recommendations following the events described in the (B) case. View Details
Keywords: Sell-side Analysts; Underwriters; Investment Banking; Social Network; Discounted Cash Flow; Cost Of Capital; Conflicts Of Interest; Corporate Governance; Advertising; Quiet Period; Business Startups; Digital Marketing; Initial Public Offering; Information Infrastructure; Valuation; Venture Capital; Forecasting and Prediction; Social Media; Advertising Industry; Advertising Industry; Advertising Industry; United States; California
- May 2018 (Revised September 2018)
- Case
BuzzFeed—What Future for Native Advertising and Branded Content?
Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers. View Details
- April 2018
- Teaching Note
Publicis Groupe 2016: Maurice and the Millennials
By: Rosabeth Moss Kanter and Jonathan Cohen
This Teaching Note assists classroom instructors in teaching HBS case, “Publicis Groupe 2016: Maurice and the Millennials,” (HBS No. 316-127), which describes Levy's efforts to transform the Groupe. View Details
Keywords: Digital; Advertising; Managing Change; Collaboration; Synergies; Integration; Millennials; Innovation ＆ Entrepreneurship; Organizational Change and Adaptation; Information Technology; Change Management; Restructuring; Marketing; Mergers and Acquisitions; Transformation; Innovation and Management; Digital Marketing
- April 2018
- Case
Globalizing Japan's Dream Machine: Recruit Holdings Co., Ltd.
By: Sandra J. Sucher and Shalene Gupta
Recruit Holdings, an advertising media, staffing, and business support conglomerate was founded in 1960 by Hiromasa Ezoe. Recruit was built on the principle that the company should add value to society. To do this, it hired young and talented employees and created a... View Details
- April 2018
- Teaching Plan
NBCUniversal Telemundo: Transforming Latino Television
By: Henry McGee
Teaching Plan for HBS No. 318-018. View Details
- February 2018 (Revised October 2019)
- Technical Note
The Art and Science of Brand Valuation
By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details
Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry
- February 2018 (Revised October 2020)
- Case
The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock
In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details
Keywords: Brand Management; Brand Architecture; Brand Portfolio; Merger; Hospitality Industry; Services Marketing; Branded House; House Of Brands; Sub-branding; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Consumer Behavior; Advertising; Travel Industry; Accommodations Industry; Tourism Industry; United States; North America; Europe; Asia
- January 2018 (Revised September 2023)
- Case
Giving Birth to Ovia Health
By: Jeffrey J. Bussgang and Julia Kelley
In late 2016, Paris Wallace, the CEO of Ovia Health, and the rest of the company’s co-founders faced a difficult decision about the best way to grow Ovia Health’s revenue. Founded in 2012, Ovia Health specialized in mobile and web applications in the women’s health... View Details
- December 2017 (Revised March 2018)
- Case
Kellogg Company/eighteen94 capital
By: David Bell, Damien McLoughlin and Natalie Kindred
With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world’s largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and... View Details
Keywords: CPG; Consumer Packaged Goods; Cereal; Battle Creek; Michigan; Breakfast; Snack; Agribusiness; Change Management; Growth Strategy; Corporate Venture Capital; Innovation; Startup; Brand; Brand ＆ Product Management; Advertising; Demand and Consumers; Innovation and Invention; Venture Capital; Food; Brands and Branding; Marketing; Agriculture and Agribusiness Industry; Food and Beverage Industry; Consumer Products Industry; United States; Michigan; North America
- Article
Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies
By: John A. Deighton
The article discusses the notion of advertising as a profession in relation to the impact of digital analytics and data-driven marketing. Topics include the history of internet marketing, the investments of the content-driven internet firms Facebook Inc. and Google... View Details
- September 2017
- Supplement
Actera Group: Investing in Mars Cinema Group (A)
By: Victoria Ivashina and Eren Kuzucu
In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second larger player in the market, AFM,... View Details
- September 2017
- Supplement
Actera Group: Investing in Mars Cinema Group (B)
By: Victoria Ivashina and Eren Kuzucu
In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second larger player in the market, AFM,... 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
- September 2017 (Revised July 2019)
- Case
Actera Group: Investing in Mars Cinema Group (A)
By: Victoria Ivashina and Eren Kuzucu
In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second largest player in the market, AFM,... View Details
- August 2017 (Revised July 2019)
- Case
GROW: Using Artificial Intelligence to Screen Human Intelligence
By: Ethan Bernstein, Paul McKinnon and Paul Yarabe
Over 10% of all 2017 university graduates in Japan used GROW, an artificial intelligence platform and mobile app developed by Tokyo-based people analytics startup IGS, to recruit for a job. This case puts participants in the shoes of IGS founder and CEO Masahiro... View Details
Keywords: Big Data; Artificial Intelligence; Talent and Talent Management; Recruitment; Selection and Staffing; Human Resources; Information Technology; AI and Machine Learning; Analytics and Data Science; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Japan
- June 2017
- Case
Magellan Boatworks
By: John A. Quelch and James T. Kindley
Magellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's VP of sales and marketing, Walt Robinson, wonders whether he should request a budget increase for 2017.... View Details
- June 2017
- Case
Harmonie Water: Refreshing the World Naturally
By: John A. Quelch and John L. Teopaco
The marketing director of Harmonie Mineral Water—the second-best selling bottled water in the world—is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product... View Details
- June 2017
- Teaching Note
The De Beers Group: Exploring the Diamond Reselling Opportunity
By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle
In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details
Keywords: Diamonds; Go-to-market Strategy; Secondary Market; Willingness To Pay; Pilot Program; Strategy Development; Strategy Execution; Scope; Marketing; Advertising; Branding; Customer Value; Pawn Shops; Jewelry; Supply And Demand; Corporate Strategy; Business Strategy; Vertical Integration; Advertising Campaigns; Value Creation; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States; United Kingdom; Africa; Botswana; South Africa; Namibia
- May 2017
- Case
Promontory, Inc.
By: Frank V. Cespedes and Amy Handlin
Promontory, Inc. is a small, privately owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago with the intention of pursuing a high-quality/high-price strategy, the CEO is seeking methods of increasing sales... View Details