Publications
Publications
  • December 2010
  • Case
  • HBS Case Collection

Digital Divide

By: Sunil Gupta
  • Format:Print
  • | Language:English
  • | Pages:6
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Abstract

In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However, he faced strong resistance from many of his colleagues who questioned the tangible value of digital spending.

Keywords

Budgets and Budgeting; Online Advertising; Marketing Communications; Marketing Strategy; Technology

Citation

Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.

About The Author

Sunil Gupta

Marketing
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