Publications

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August 2019 (Revised April 2021)
Case

Zillow Offers: Winning Online Real Estate 2.0

By: Luis Viceira, Marco Di Maggio and Allison Ciechanover

Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically... View Details

Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Information Technology; Business Model; Expansion; Business Startups; Real Estate Industry; Media and Broadcasting Industry; United States

Article

Red Light States: Who Buys Online Adult Entertainment?

By: Benjamin Edelman

This paper studies the adult online entertainment industry, particularly the consumption side of the market. In particular, it focuses on the demographics and consumption patterns of those who subscribe to adult entertainment websites. On the surface, this business... View Details

Keywords: Online Technology; Segmentation; Film Entertainment; Demographics; Web Sites; Competition; Governing Rules, Regulations, and Reforms; Demand and Consumers; Legal Liability; Culture; Religion; Entertainment and Recreation Industry; United States

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August 2002 (Revised August 2003)
Case

Electronic Arts Introduces The Sims Online

By: Youngme E. Moon

Electronic Arts (EA), the world's largest independent game publisher, is preparing to launch an online, subscription-based version of the most popular PC game in history: The Sims. The new game is called "The Sims Online" and it differs from the original game in two... View Details

Keywords: Fair Value Accounting; Decision Making; Price; Product Launch; Market Entry and Exit; Internet; Entertainment and Recreation Industry

October 2006 (Revised February 2007)
Background Note

How Media Choices are Changing Online Advertising

By: Stephen P. Bradley and Nancy Bartlett

What is the response by advertisers as media consumption moves to the digital medium? Provides an overview of online advertising in mid-2006 and discusses the impact of an increasingly fractured media landscape and its accompanying expanding advertising options. View Details

Keywords: Digital Marketing; News; Media; Emerging Markets; Internet and the Web; Perspective; Disruption; Journalism and News Industry

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

9 AM – 10 AM EDT, 14 Aug 2019
HBS Online

HBS Online Leading with Finance

Gain a deep understanding of the principles of finance - a toolkit for making smart financial decisions and the confidence to communicate those decisions to key stakeholders. Program Dates: August 14, 2019 - September 25, 2019 View Details

9 AM – 10 AM EDT, 05 Jun 2019
HBS Online

HBS Online Leading with Finance

Gain a deep understanding of the principles of finance - a toolkit for making smart financial decisions and the confidence to communicate those decisions to key stakeholders. Program Dates: June 5, 2019 - July 17, 2019 View Details

9 AM – 10 AM EST, 16 Jan 2019
HBS Online

HBS Online Leading with Finance

Gain a deep understanding of the principles of finance - a toolkit for making smart financial decisions and the confidence to communicate those decisions to key stakeholders. Program Dates: January 16, 2019 - February 27, 2019 View Details

Web

Program Policies - HBS Online

Business Leading Change and Organizational Renewal Creating Brand Value Strategic Financial Analysis Entrepreneurial Marketing Dynamic Teaming Transforming Customer Experiences This 30% discount can only be redeemed on registrations on or... View Details

December 2012 (Revised September 2022)
Case

BabbaCo

By: Jeffrey J. Bussgang and Gaurav Jain

Having just raised a Series B financing, the case protagonist is faced with a tough decision: should she "step on the gas" and scale the customer base, or continue focusing on fine-tuning the product and business model. The case describes the various marketing channels... View Details

Keywords: Subscription; Marketing; Scaling; Product-market Fit; Online Marketing; Customers; Decisions; Expansion; Marketing Channels; Business Startups; Growth and Development Strategy; Digital Marketing; Marketing Strategy

9 AM – 10 AM EDT, 27 Mar 2019
HBS Online

HBS Online Leading with Finance

Gain a deep understanding of the principles of finance - a toolkit for making smart financial decisions and the confidence to communicate those decisions to key stakeholders. Program Dates: March 27, 2019 - May 8, 2019 View Details

Web

Design Thinking Course | HBS Online

professional experiences and backgrounds and create stronger collaboration dynamics to heighten their approach to innovation Who Will Benefit Aspiring or Current Innovation Managers Entrepreneurs Product Managers, Developers, and View Details

January 2011 (Revised April 2012)
Case

BBVA Compass: Marketing Resource Allocation

By: Sunil Gupta and Joseph Davies-Gavin

BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing... View Details

Keywords: Advertising; Resource Allocation; Marketing Channels; Marketing Strategy; Performance Evaluation; Banking Industry; United States

22 Sep 2014
Op-Ed

Online Banks Fill Funding Needs for Small Business

access capital” Historically, this segment of the market has been small compared to the $700 billion in small business bank credit assets. But since the onset of the financial crisis, and particularly during the economic recovery, there... View Details

Keywords: by Karen Mills; Banking; Financial Services

06 Mar 2017
Research & Ideas

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

Online, consumers are more likely to buy when a product grouping display contains like items. Source: Mik22 In online retail displays, items pictured next to your product may make or break a decision to buy that product, according to... View Details

Keywords: by Dina Gerdeman; Retail; Advertising

January 2011
Teaching Note

Online Pet Supply Retailing (TN)

By: Tom Nicholas

Teaching Note for 809-117. View Details

Keywords: Economic Growth; Internet and the Web; Business Startups; Failure; Information Technology; Market Entry and Exit; Decisions; Retail Industry; United States