Advertising - Publications - Faculty & Research

November 2017
Teaching Note

Tencent

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 718-426. Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking... View Details

Keywords: Tencent; Tencent Holdings; WeChat; Social Networking; Social Networks; Gaming; Gaming Industry; Video Games; Computer Games; Mobile Gaming; Portals; Payments; Mobile Payments; O2O; Online-to-offline; E-commerce; Messaging; Subscription Model; Freemium; Mobile App Industry; Smartphone; PC; Monetization Strategy; Antitrust; Streaming; Cloud Computing; Artificial Intelligence; Big Data; Alibaba; Facebook; JD.com; Tesla; Bundling; Synergies; Digital Strategy; Imitation; Licensing; Agility; Entry Barriers; Online Platforms; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; Revenue; Geographic Scope; Cross-Cultural and Cross-Border Issues; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Business History; Innovation Strategy; Technological Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Product Positioning; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Industry Growth; Monopoly; Media; Distribution Channels; Service Delivery; Organizational Change and Adaptation; Organizational Structure; Public Ownership; Problems and Challenges; Business and Government Relations; Groups and Teams; Networks; Opportunities; Social and Collaborative Networks; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Cooperation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Vertical Integration; Information Technology; Internet and the Web; Mobile and Wireless Technology; Applications and Software; Information Infrastructure; Value Creation; Emerging Markets; Product Development; Segmentation; Business Units; Communication; Profit; Communications Industry; Entertainment and Recreation Industry; Financial Services Industry; Information Industry; Information Technology Industry; Media and Broadcasting Industry; Motion Pictures and Video Industry; Music Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; Web Services Industry; Asia; China; Canton (province, China)

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10 Apr 2018
First Look

First Look at New Research, April 10, 2018

consumer tastes, increased competition, and evolving advertising trends and sales channels. Seeing innovation as a key to future success, in 2016 the company established eighteen94 capital, its corporate venture capital arm, which had... View Details

Keywords: Sean Silverthorne

September 2019 (Revised February 2020)
Teaching Note

Fishbowl: Scaling Up

By: Leslie K. John

Email mking@hbs.edu for a courtesy copy.

Teaching Note for HBS No. 919-013. Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and... View Details

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December 2018 (Revised February 2020)
Case

Fishbowl: Scaling Up

By: Leslie K. John

Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details

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Educators

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27 Sep 2011
First Look

First Look: September 27

overview:http://cb.hbsp.harvard.edu/cb/product/512027-PDF-ENG The Cheezburger Network John Deighton and Leora KornfeldHarvard Business School Case 511-091 Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for... View Details

Keywords: Sean Silverthorne

31 Jan 2017
Research & Ideas

Why These Business School Professors Oppose Trump's Executive Order on Immigration

obtain permanent entry for their work. Countries such as Canada and Chile actively courted those with U.S. visa troubles, including taking out billboard advertisements along highways in the Bay Area. But the troubles with the US... View Details

Keywords: by Staff

04 Feb 2014
First Look

First Look: February 4

products at reasonable prices and runs a highly popular advertising campaign that spoofs current events. It offers its farmers 80% of the consumer's dollar for milk, compared with 35% to 40% typical in some Western markets. Amul's... View Details

Keywords: Sean Silverthlorne

12 May 2009
First Look

First Look: May 12, 2009

world of advertising by transforming the way Americans watched television. BCM had developed a technology to make television "clickable," enabling viewers to interact with the content on their television screens. By April 2009,... View Details

Keywords: Martha Lagace

12 Feb 2008
First Look

First Look: February 12, 2007

volume, penetration, buy rate, facings, and advertising target rating points all down. In addition, Hamburger Helper was facing an increasingly competitive environment in the dinner category with Kraft, Lipton, ConAgra and Campbell's all... View Details

Keywords: Martha Lagace

Person Page

Media

This lists media reports covering my firm dollarDEX Investments or me (or my colleagues), or columns written by me (or my colleagues). There are all... View Details

01 Dec 2012
News

From Where We Stand

expansion (President Johnson's Great Society); there were more opportunities for advancement. I soon became manager of the research department, then advertising manager of the book clubs division—Doubleday's largest and most profitable... View Details

23 Oct 2018
First Look

New Research and Ideas, October 23, 2018

case:https://hbsp.harvard.edu/product/319027-PDF-ENG Harvard Business School Case 718-511 BuzzFeed—What Future for Native Advertising and Branded Content? Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to... View Details

Keywords: Dina Gerdeman

25 Aug 2010
News

Games, Parties, Pranks, and Celebrations

as they remained in class when it ran overtime. He recalls skits from 1984A and 1985A, one titled “Benaway” and another an advertising pitch for an ad for HBS featuring Dean McArthur. He also remembers Halloween costume classes, for which... View Details

Keywords: Amusement, Gambling, and Recreation Industries; Arts, Entertainment

26 Jan 2016
First Look

January 26, 2016

amassed 225 partner channels on YouTube. Its revenue was largely generated through advertisements featured on YouTube. Whistle Sports recently announced that it raised $32 million in Series B financing, enough to bring the company into... View Details

Keywords: Sean Silverthorne

20 Jan 2017
Research & Ideas

Here’s How Businessman Trump Is Likely to Approach the Presidency

same time advertises directly to consumers to generate demand that pulls the product off retail shelves. In the same way, President Trump must push his agenda through Congress, but strong popular support backing the agenda will help... View Details

Keywords: by Christina Pazzanese

10 Mar 2009
First Look

First Look: March 10, 2009

focus only on high-profile cases, and that capture theory applies more cleanly to policies that slip under the public's radar screen, we have never seen the economic theory of regulation advertised as "a theory of minor legislative... View Details

Keywords: Martha Lagace

24 Jul 2007
First Look

First Look: July 24, 2007

every evening at their scheduled times, and feared that if television audiences migrated to VOD, their revenues from selling advertising time would decrease. How could Burke and Roberts convince the networks to team up with Comcast and... View Details

Keywords: Martha Lagace

01 Dec 2008
News

A Force for Good

through the Boston medical community, but it set the stage for more major hospital mergers in subsequent years. McArthur served as the founding cochair of the merged entity, Partners HealthCare System, Inc., stepping down in 1996. Jack Connors — cofounder and chairman... View Details

Keywords: Jeffrey L. Cruikshank; Construction of Buildings; Construction; Monetary Authorities-Central Bank; Finance; Hospitals; Health, Social Assistance; Publishing Industries (except Internet); Information; Wood Product Manufacturing; Manufacturing; Rail Transportation; Transportation

Web

Oral Histories | Baker Library

there. That was September, 1958. From the get go I was in charge of Public Relations. In those years architects were not allowed to advertise so the only way they got work was keeping abreast of the potential projects in the area, getting... View Details

Career Coach

Lauren Murphy

Lauren is the Founder and Principal Coach of Pivotal Executive Coaching, partnering with senior business leaders to accomplish their professional and organization goals. She works with executives in technology, healthcare, real estate, consumer products, and financial... View Details

Publications

Publications

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Tencent

First Look at New Research, April 10, 2018

Fishbowl: Scaling Up

Fishbowl: Scaling Up

First Look: September 27

Why These Business School Professors Oppose Trump's Executive Order on Immigration

First Look: February 4

First Look: May 12, 2009

First Look: February 12, 2007

Media

Media

From Where We Stand

New Research and Ideas, October 23, 2018

Games, Parties, Pranks, and Celebrations

January 26, 2016

Here’s How Businessman Trump Is Likely to Approach the Presidency

First Look: March 10, 2009

First Look: July 24, 2007

A Force for Good

Oral Histories | Baker Library

Lauren Murphy