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  • September 2019 (Revised September 2019)
  • Case

Facebook Fake News in the Post-Truth World

By: John R. Wells, Carole A. Winkler and Benjamin Weinstock
In August 2019, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The first major storm of protest followed the surprise election of Donald Trump as President of the United States on November 8, 2016; many put the blame at the door of fake... View Details
Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Social Networking; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Communication; Communication Technology; Forms of Communication; Interactive Communication; Interpersonal Communication; Talent and Talent Management; Crime and Corruption; Voting; Demographics; Entertainment; Games, Gaming, and Gambling; Moral Sensibility; Values and Beliefs; Initial Public Offering; Profit; Revenue; Geography; Geographic Location; Global Range; Local Range; Country; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Government and Politics; International Relations; National Security; Political Elections; Business History; Recruitment; Selection and Staffing; Information Management; Information Publishing; News; Newspapers; Innovation and Management; Innovation Strategy; Technological Innovation; Knowledge Dissemination; Human Capital; Law; Leadership Development; Leadership Style; Leading Change; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Management Style; Management Systems; Management Teams; Managerial Roles; Marketing Channels; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Marketplace Matching; Industry Growth; Industry Structures; Monopoly; Media; Product Development; Service Delivery; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Public Ownership; Problems and Challenges; Business and Community Relations; Business and Government Relations; Groups and Teams; Networks; Rank and Position; Opportunities; Behavior; Emotions; Identity; Power and Influence; Prejudice and Bias; Reputation; Social and Collaborative Networks; Status and Position; Trust; Society; Civil Society or Community; Culture; Public Opinion; Social Issues; Societal Protocols; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customization and Personalization; Diversification; Expansion; Horizontal Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Applications and Software; Information Infrastructure; Valuation; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States; California; Sunnyvale; Russia
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  • 23 Apr 2013
  • First Look

First Look: April 23

http://hbr.org/search/113057-PDF-ENG Harvard Business School Case 813-147 Affinity Labs, Inc. In November 2006, Chris Michel left Military.com, which he founded in 1999, to start Affinity Labs, a global network of online communities. That... View Details
Keywords: Sean Silverthorne
  • 15 Mar 2016
  • First Look

March 15, 2016

Case 516-059 Ocado In 2015, U.K.–based Ocado was the world's largest pure player in the online home-delivery grocery business and was gaining a growing share of the highly competitive U.K. grocery market. Ocado had made heavy investments... View Details
  • 30 Jan 2018
  • First Look

January 30, 2018

practice related to AI in developing countries. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=52296 December 2017 Journal of Advertising Research Rethinking the Profession Formerly Known as Advertising: How Data... View Details
Keywords: Sean Silverthorne
  • November 2017
  • Teaching Note

Facebook Fake News in the Post-Truth World

By: John R. Wells and Gabriel Ellsworth
Teaching Note for HBS No. 717-473. In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and... View Details
Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networking; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; United States; California; Sunnyvale; Russia
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  • 18 Mar 2008
  • First Look

First Look: March 18, 2008

alternatives to expand its presence in online advertising, especially text-based pay-per-click advertising. Google dominates, and it is unclear how Microsoft can grow, despite considerable technical and financial resources. Microsoft... View Details
Keywords: Martha Lagace
  • 18 Nov 2014
  • First Look

First Look: November 18

and Online Shopping By: Liaukonyte, Jura, Thales Teixeira, and Kenneth C. Wilbur Abstract—Media multitasking competes with television advertising for consumers' attention, but it also may facilitate... View Details
Keywords: Sean Silverthorne
  • 05 Aug 2008
  • First Look

First Look: August 5, 2008

and the reorganization promoted more efficient matching, chiefly due to the increased ability of later matching to produce "championship" games. Download the paper: http://www.hbs.edu/research/pdf/09-010.pdf The Internalization of View Details
Keywords: Martha Lagace
  • Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

  • 10 Apr 2018
  • First Look

First Look at New Research, April 10, 2018

developing fresh capabilities for organizations. Based on a study of all the programs offered by the business schools, consultancies, corporate universities, and online education providers, we analyze the advantages, and the constraints,... View Details
Keywords: Sean Silverthorne
  • April 2000 (Revised June 2001)
  • Case

DoubleClick Buys Abacus (A)

By: John A. Deighton
By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details
Keywords: Information; Rights; Internet and the Web; Ethics; Competitive Advantage; Social Issues; Customer Focus and Relationships; Digital Marketing; Advertising Industry
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  • March 2020
  • Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery
Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details
Keywords: Influencer Marketing; Monetization; Female Ceo; Female Entrepreneur; Female Protagonist; Influencers; Influencer; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Advertising Industry; Advertising Industry; Advertising Industry; London; United Kingdom; United States; Europe; North America
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  • 30 Nov 2009
  • Research & Ideas

Tracks of My Tears: Reconstructing Digital Music

the pricing of digital songs, a study on the reach and effectiveness of online video advertisements for video games and movies, and a project on how online retailers of... View Details
Keywords: by Sean Silverthorne; Music
  • 10 Jan 2011
  • Research & Ideas

Is Groupon Good for Retailers?

At first blush, the two-year-old online start-up Groupon seems a bit audacious. For starters, there's the news that the deal-of-the-day website turned down a $6 billion acquisition offer from Google last month. Then there's the company's... View Details
Keywords: by Carmen Nobel; Advertising; Advertising
  • 25 Apr 2023
  • Op-Ed

How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model

digital marketing to place stylish fast-fashion merchandise in front of target customers on social media sites such as Instagram, Facebook, and TikTok, as well as on its own website and mobile apps. Additionally, it has used email marketing, influencer marketing, and... View Details
Keywords: by John Deighton; Fashion; Retail; Consumer Products
  • 07 Oct 2008
  • First Look

First Look: October 7, 2008

the Vegetables Later: A Study of Online Grocery Purchases and Order Lead Time (revised) Authors:Katherine L. Milkman, Todd Rogers, and Max H. Bazerman Abstract How do decisions made for tomorrow or two days in the future differ from... View Details
Keywords: Martha Lagace
  • Research Summary

Overview

By: John A. Deighton
Professor Deighton conducts research at the intersection of information technology and marketing. He is interested in the complementary uses of human and artificial intelligence and creativity in areas such as advertising, content creation, and online retailing. He... View Details
Keywords: Marketing; Media; Information Technology; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; North and Central America; Asia; Europe
  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

Advertising Symbiosis: The Key to Viral Videos The Revolution in Advertising: From Don Draper to Big Data Why Comparing Apples to Apples Online Leads To More Fruitful Sales What do you think? What big flops... View Details
Keywords: by Dina Gerdeman; Advertising; Advertising
  • 26 Feb 2013
  • First Look

First Look: Feb. 26

Advertising Authors:Kireyev, Pavel, Koen Pauwels, and Sunil Gupta Abstract As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher View Details
Keywords: Sean Silverthorne
  • 22 May 2024
  • HBS Case

Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

brands after learning about them from TikTok creators versus advertising from companies. But even ads created specifically for TikTok had a 27 percent higher “completion rate”—when viewers watch the whole ad— than ads that were repurposed... View Details
Keywords: by Rachel Layne; Technology

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