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- September 2024
- Supplement
National Public Broadcasting (B)
By: Richard S. Ruback and Royce Yudkoff
Pre-abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
Abstract: This (B) case supplement is designed for use by faculty only to support classroom instruction in conjunction with "National... View Details
- August 2024
- Case
The Walt Disney Company: Management Guidance
By: Joseph Pacelli and James Weber
In November 2023, financial analyst Aurora Fee was forecasting The Walt Disney Company’s earnings and stock price, with the goal of providing an investment recommendation to her clients. Disney, one of the world’s largest media and entertainment companies, had just... View Details
- August 2024
- Case
Barbie: Reviving a Cultural Icon at Mattel
The 2023 release of live-action film Barbie, and its accompanying marketing blitz, incited a worldwide Barbie craze. Suddenly Barbie was everywhere, a celebrated icon reinstated at the forefront of cultural conversation. This goodwill stood in contrast to decades of... View Details
- August 2024
- Case
Keurig: A Return to Growth
By: David Fubini and Patrick Sanguineti
By the early 2010s, Keurig Green Mountain (KGM) had lost the momentum that had made it the name in at-home coffee brewing in North America. Following a series of product missteps, negative media scrutiny, and ongoing challenges to its partner relationships, in late... View Details
- August 2024
- Article
Partisans neither Expect nor Receive Reputational Rewards for Sharing Falsehoods over Truth Online.
By: Isaias Ghezae, Jillian J. Jordan, Izzy Gainsburg, Mohsen Mosleh, Gordon Pennycook, Robb Willer and David Rand
A frequently invoked explanation for the sharing of false over true political information is that partisans are motivated by their reputations. In particular, it is often argued that by indiscriminately sharing news that is favorable to one’s political party,... View Details
- July 16, 2024
- Comment
Do ‘Black Individuals’ Really Display No Linguistic Markers of Depression?
- 2024
- Working Paper
The Value of Silence: The Effect of UMG’s Licensing Dispute with TikTok on Music Demand
By: Mengjie (Magie) Cheng, Elie Ofek and Hema Yoganarasimhan
Social media platforms like TikTok have transformed how music is discovered, consumed, and
monetized. This study examines the implications of the dispute between TikTok and Universal Music
Group (UMG), which resulted in UMG excluding its music from TikTok from... View Details
- June 2024
- Teaching Note
Roku 2021
By: David B. Yoffie
Teaching Note for HBS Case No. 721-480. This case is used to explore the strategic concept of "look forward, reason back." Roku in 2021 is trying to figure out the future of television and streaming media. Students are asked to provide a vision for television and... View Details
- June 2024
- Teaching Note
Major League Baseball: Changing the Rules of America’s Pastime
By: Stephen A. Greyser, Mac Levin and Brent Schwarz
Teaching Note for HBS Case No. 924-307. The Teaching Note offers suggestions for using the case as a “product innovation” for different levels of students and their knowledge of baseball. Discussion plan questions for instructors are provided in the context of MLB’s... View Details
- June 2024
- Supplement
GameStop: Social Media Finds a Cheat Code – Instructor Template
By: Joseph Pacelli
- 2024
- Working Paper
Investor Influence on Media Coverage: Evidence from Venture Capital-Backed Startups
By: Brian K. Baik and Albert Shin
We examine the role of investors on the media coverage of their private firm investments. Specifically, we survey VC investors and find that 78% of the respondents take active steps to increase their portfolio companies’ media coverage. The survey results also... View Details
- June 2024 (Revised November 2024)
- Case
Dylan Mulvaney and Bud Light
By: Jill Avery and Celine Chammas
On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from a can of Bud Light beer, offering a virtual toast to her followers. Alongside the video, she posted a photograph of a... View Details
- June 2024
- Article
The Monitoring Role of Social Media
By: Jonas Heese and Joseph Pacelli
In this study, we examine whether social media activity can reduce corporate misconduct. We use the staggered introduction of 3G mobile broadband access across the United States to identify exogenous increases in social media activity and test whether access to 3G... View Details
- May 2024
- Case
LinkedIn Corporation, 2024
By: David B. Yoffie, George Gonzalez and Emily Grandjean
By 2024, the LinkedIn profile was well established as the professional identity of record on the Internet. Following a multi-year effort to expand the platform’s user base, as well as a period of rapid growth during the COVID-19 pandemic, LinkedIn’s membership had... View Details
- May 2024
- Supplement
GameStop: Social Media Finds a Cheat Code (B)
By: Joseph Pacelli and Sarah Mehta
This case accompanies “GameStop: Social Media Finds a Cheat Code (A),” no. 124-005. It provides an update on pertinent events from 2021 to 2023. View Details
- May 2024
- Teaching Note
The Meteoric Rise of Skims
Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Influence; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
- May 2024
- Article
Moral Thin-Slicing: Forming Moral Impressions from a Brief Glance
By: Julian De Freitas and Alon Hafri
Despite the modern rarity with which people are visual witness to moral transgressions involving
physical harm, such transgressions are more accessible than ever thanks to their availability on
social media and in the news. On one hand, the literature suggests that... View Details
Keywords: Moral Judgement; Thin Slices; Social Media; Fake News; Misinformation; Moral Sensibility; News; Behavior
- May–June 2024
- Article
Should Your Brand Hire a Virtual Influencer?
By: Serim Hwang, Shunyuan Zhang, Xiao Liu and Kannan Srinivasan
Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity. View Details