Publications

Teaching Interest

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

Teaching Interest

Driving Digital Strategy

By: Felix Oberholzer-Gee

Technology, like a relentless force of nature, is reshaping industries at an unprecedented pace. It poses a threat to those who resist and fail to adapt. But it also presents unparalleled opportunities to those audacious enough to harness its... View Details

2023
Book

Research Handbook on Digital Strategy

By: Carmelo Cennamo, Giovanni Battista Dagnino and Feng Zhu

This state-of-the-art Research Handbook presents a comprehensive overview of the key strategic challenges that firms face when dealing with digital markets, platforms, and products and services, from old strategy questions in need of different solutions to entirely... View Details

Keywords: Digital Strategy

2019
Working Paper

The Comprehensive Effects of a Digital Paywall Sales Strategy

By: Doug J. Chung, Ho Kim and Reo Song

This paper explores the multiple and comprehensive effects of a digital paywall sales strategy, an increasingly common means of go-to-market for media firms. Specifically, we examine the effects of a digital paywall on a media firm’s two sources of income—subscription... View Details

Keywords: Digital Paywall; Demand Substitution; Spillover Effect; Synthetic Control; Sales; Strategy; Media; Newspapers; Publishing Industry

SSRN

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October 2010 (Revised November 2010)
Case

The NFL's Digital Media Strategy

By: Anita Elberse, C. Kelsey Calhoun and Daven Johnson

In late 2009, Brian Rolapp, senior vice president of media strategy and digital media for the NFL, was faced with the challenge of determining the league's strategic approach to the wireless market—and presenting his views to NFL team owners. What was the league's best... View Details

Keywords: Business Model; Marketing Channels; Marketing Strategy; Media; Distribution Channels; Mobile and Wireless Technology; Sports Industry

Teaching Interest

Driving Digital Strategy (DIGS)

By: Sunil Gupta

Digital technologies have changed the way consumers search for information, communicate with each other, and buy products. Rapid changes in technology and consumer behavior have had a profound impact on business models and marketing practices. This program equips... View Details

March 7, 2024
Article

Integrating Digital Tools into Every Stage of Your Sales Strategy

By: Frank V. Cespedes and Georg Krentzel

In their growth and customer-acquisition activities, most companies now face twin challenges: understanding and responding to omni-channel buying behavior and doing that without inadvertently decreasing sales productivity. Thirty years ago, Peter Drucker noted that... View Details

Keywords: Sales Management; Digital Tools; Sales; Marketing Channels; Technology Adoption; Brands and Branding

Read Now

October 2021 (Revised February 2022)
Case

Newsweek: Driving a Digital First Strategy

By: Lynda M. Applegate and Suraj Srinivasan

The case describes the transformation at Newsweek, the storied news magazine that had fallen from its commanding position as a premier print publication unable to find its footing in the fast changing digital media landscape. After buying Newsweek and taking over as... View Details

Keywords: Transformation; Strategy; Internet and the Web; Analytics and Data Science; Performance Evaluation; Partners and Partnerships

August 2018
Supplement

Garanti Payment Systems: Digital Transformation Strategy (B)

By: Shelle M. Santana and Esel Çekin

Supplements the (A) case. Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage... View Details

February 2017 (Revised November 2021)
Case

Digitalization at Siemens

By: David J. Collis and Tonia Junker

The case discusses the digitalization strategy of Siemens AG, a German-based company operating in manufacturing and electronics. The increasing impact of digital technologies on all of its business units had prompted CEO Joe Kaeser and his team to put digitalization at... View Details

Keywords: Company Management; Digital Technologies; Corporate Strategy; Competition; Information Technology; Information Infrastructure; Manufacturing Industry; Electronics Industry

November 2021
Article

Corporate Strategy and the Theory of the Firm in the Digital Age

By: Markus Menz, Sven Kunisch, Julian Birkinshaw, David J. Collis, Nicolai J. Foss, Robert E. Hoskisson and John Prescott

The purpose of this article is to reinvigorate research in the intersection of corporate strategy and the theory of the firm in light of the rapid advancement of digital technologies. Using the theory of the firm as an interpretive lens, we focus our analysis on the... View Details

Keywords: Digitalization; Multi-business Firm; Scale And Scope; Theory Of The Firm; Corporate Strategy; Technological Innovation; Competitive Advantage; Organizational Design; Theory; Research; Digital Transformation

Find at Harvard

October 2011 (Revised August 2020)
Case

HUGE and Digital Strategy

By: Ramon Casadesus-Masanell and Nicholas G. Karvounis

Keywords: Strategy; Technology

October 2011 (Revised August 2020)
Teaching Note

HUGE and Digital Strategy

By: Ramon Casadesus-Masanell and Nicholas G. Karvounis

17 Jul 2006
Lessons from the Classroom

Developing a Strategy for Digital Convergence

and Doris Starr Professor of International Business Administration at Harvard Business School and an expert in technology strategy. So when Yoffie began a three-year effort to update an HBS elective course on strategy development in... View Details

Keywords: by Sean Silverthorne; Computer; Education

August 2018
Case

Garanti Payment Systems: Digital Transformation Strategy (A)

By: Shelle M. Santana and Esel Çekin

Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage the bank’s already... View Details

April 2014 (Revised July 2017)
Case

The Tate's Digital Transformation

By: Jill Avery

John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate's... View Details

Keywords: Digital; Marketing Communication; Non-profit Management; Marketing; Marketing Strategy; Nonprofit Organizations; Social Media; Entertainment and Recreation Industry; Tourism Industry; United Kingdom

November 2010 (Revised March 2011)
Teaching Note

The NFL's Digital Media Strategy

By: Anita Elberse

Teaching Note for 511055. View Details

December 2014
Technical Note

The Thermostat Industry: Transformation from Analog to Digital

By: Karim R. Lakhani, Kerry Herman and Christine Snively

This note examines the evolution of the thermostat industry as it transitioned from analog to digital technologies. It presents an overview of key industry participants and the shift in value creation and value capture models for firms. View Details

Keywords: Digital; Digital Convergence; Business Models; Digital Transition; Technology Change; Technology Strategy; Information Technology; Digital Transformation; United States