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- All HBS Web
(311)
- People (6)
- News (143)
- Research (121)
- Events (1)
- Multimedia (18)
- Faculty Publications (47)
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- October 2018 (Revised September 2022)
- Case
Stock-Based Compensation at Twitter
By: Jonas Heese, Zeya Yang and Mike Young
Olivia Nash, an analyst at leading hedge fund BlueShark Capital Management, had just finished listening to the hour-long earnings call for Twitter’s Q4 2017 results. Was Twitter doing well? That depended on which numbers she chose to believe. According to Generally... View Details
Keywords: Twitter; Non-GAAP Disclosure; Stock-based Compensation; Earnings Management; Corporate Disclosure; Compensation and Benefits; Stocks; Measurement and Metrics
Heese, Jonas, Zeya Yang, and Mike Young. "Stock-Based Compensation at Twitter." Harvard Business School Case 119-032, October 2018. (Revised September 2022.)
- February 2023 (Revised March 2023)
- Case
Twitter Turnaround and Elon Musk
By: Andy Wu and Goran Calic
Late afternoon on Friday, October 27th, 2022, Elon Musk was the center of attention at Twitter’s San Francisco headquarters. The night before, Musk officially took the company private and became Twitter’s majority shareholder, finally ending a months-long acquisition... View Details
Keywords: Elon Musk; Twitter; Acquisition; Revenue; Advertising; Social Media; Business or Company Management; Public Opinion; Job Cuts and Outsourcing
Wu, Andy, and Goran Calic. "Twitter Turnaround and Elon Musk." Harvard Business School Case 723-418, February 2023. (Revised March 2023.)
- May 2020
- Supplement
Stock-Based Compensation at Twitter
By: Jonas Heese
This video serves as a supplement to "Stock-Based Compensation at Twitter." View Details
Heese, Jonas. "Stock-Based Compensation at Twitter." Harvard Business School Multimedia/Video Supplement 120-712, May 2020.
- May 30, 2019
- Article
Twitter Is Showing More Ads Instead of Better Ideas
A social media company that doesn’t know much about its users needs to work harder on its business model. View Details
Kominers, Scott Duke. "Twitter Is Showing More Ads Instead of Better Ideas." Bloomberg Opinion (May 30, 2019).
- January 2010 (Revised January 2014)
- Case
By: Mikolaj Jan Piskorski, David Chen, Bill Heil and Aaron Smith
Twitter is a micro-blogging company that allows users to send short text updates to others. The site is used by people, including celebrities, government officials, and businesses. It helps to raise money for non-profit organizations and provides first-responders with... View Details
Keywords: Blogs; Revenue; Information Publishing; Growth and Development Strategy; Social and Collaborative Networks; Web
Piskorski, Mikolaj Jan, David Chen, Bill Heil, and Aaron Smith. "Twitter." Harvard Business School Case 710-455, January 2010. (Revised January 2014.)
- 02 Sep 2016
- Op-Ed
The Twitter Election
Every four years, a new American presidential campaign gives a fresh boost to social media. This year the winner is Twitter. Donald Trump has racked up 11.3 million Twitter followers (and counting) compared with 8.5 million for Hillary... View Details
Keywords: by John Quelch and Thales Teixeira
- October 14, 2022
- Article
The Challenges of Transforming Twitter
By: Andy Wu and Goran Calic
Elon Musk may be an idiosyncratic leader, but if he buys Twitter he’ll face a familiar business challenge: how to transform a legacy tech company. Faced with this challenge, leaders should follow five principles: 1) prioritize an objective, 2) communicate the strategy,... View Details
Keywords: Transformation; Corporate Strategy; Change Management; Leading Change; Technology Industry
Wu, Andy, and Goran Calic. "The Challenges of Transforming Twitter." Harvard Business Review (website) (October 14, 2022).
- March 2013 (Revised March 2013)
- Teaching Note
Twitter (TN)
By: Mikolaj Jan Piskorski
Piskorski, Mikolaj Jan. "Twitter (TN)." Harvard Business School Teaching Note 713-487, March 2013. (Revised from original February 2013 version.)
- April 2013
- Teaching Note
Bluefin Labs: The Acquisition by Twitter
By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and... View Details
- 20 Jun 2023
- Cold Call Podcast
Elon Musk’s Twitter Takeover: Lessons in Strategic Change
- June 2013 (Revised November 2013)
- Case
Bluefin Labs: The Acquisition by Twitter
By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details
Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Advertising Industry; Media and Broadcasting Industry; United States
Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Case 513-091, June 2013. (Revised November 2013.) (request a courtesy copy.)
- May 2023
- Case
Twitter Blues: Does Paid Verification Check Out?
By: Scott Duke Kominers, Das Narayandas and Kerry Herman
Elon Musk proposes to offer verification status on Twitter to paying subscribers. Chaos ensues. View Details
Kominers, Scott Duke, Das Narayandas, and Kerry Herman. "Twitter Blues: Does Paid Verification Check Out?" Harvard Business School Case 523-106, May 2023.
- November 2018 (Revised September 2022)
- Teaching Note
Stock-Based Compensation at Twitter
By: Jonas Heese, Zeya Yang and Mike Young
- 18 Nov 2013
- Op-Ed
Twitter IPO: Overvalued or the Start of Something Big?
Twitter soared high on its first day of trading on Nov. 7, with its shares closing the day at $45 for a value of $25 billion. Even though TWTR has yet to make money, investors flocked to the stock in droves, eager to own a part of the... View Details
- Article
Twitter Begs Users to Target Themselves for Ads
Kominers, Scott Duke. "Twitter Begs Users to Target Themselves for Ads." Bloomberg Opinion (December 30, 2019).
- 01 Aug 2019
- What Do You Think?
Has the Twitter Age Left the Case Method Behind?
solutions to these complex problems, some better and some worse.” r_ganesh raised a highly relevant point in concluding that “the case study is off the pedestal of method-worshippers. It is a good thing. And the Twitter age is not to... View Details
- 2022
- Article
Why Facebook and Twitter Opened the Door to NFTs
Kominers, Scott Duke. "Why Facebook and Twitter Opened the Door to NFTs." Bloomberg Opinion (January 25, 2022).
- May 2013
- Case
Qantas Luxury: Grounded Flights, First-Class Pajamas and Twitter Hashtags (A)
By: Amy J.C. Cuddy, Cassandra L. Govan, David T. Neal and Anna M. Coster