Filter Results
:
(4,132)
Show Results For
-
All HBS Web
(4,132)
- People (7)
- News (1,012)
- Research (2,116)
- Events (49)
- Multimedia (96)
- Faculty Publications (1,687)
Show Results For
-
All HBS Web
(4,132)
- People (7)
- News (1,012)
- Research (2,116)
- Events (49)
- Multimedia (96)
- Faculty Publications (1,687)
- January 2020 (Revised May 2020)
- Case
Direct to Consumer Brands
By: Sunil Gupta
Recent years have seen the dramatic rise of direct-to-consumer (DTC) brands by several startups. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to...
View Details
Keywords:
Direct-to-consumer;
Digital Marketing;
Industry Evolution;
Business Startups;
Internet and the Web;
Brands and Branding;
Marketing;
Change
Gupta, Sunil. "Direct to Consumer Brands." Harvard Business School Case 520-060, January 2020. (Revised May 2020.)
- May 2020 (Revised January 2022)
- Case
Michael Ku and Global Clinical Supply at Pfizer Inc.: Bringing Hope to Patients (A)
By: Linda A. Hill, Allison J. Wigen and Emily Tedards
Michael Ku joined Pfizer in 2011, after the company had undergone three large-scale mergers and acquisitions. His mission was to drive the digital transformation of the company’s clinical supply chain, but he knew he had to start with the culture. Over the next eight...
View Details
Keywords:
Innovation;
Digital;
Change;
Culture;
Management;
Talent;
Pharmaceutical Companies;
Customer-centricity;
Collaboration;
Cross-functional Management;
Purpose;
Leadership;
Innovation and Invention;
Transformation;
Organizational Culture;
Change Management;
Talent and Talent Management;
Customer Focus and Relationships;
Supply Chain;
Decision Making;
Mission and Purpose
Hill, Linda A., Allison J. Wigen, and Emily Tedards. "Michael Ku and Global Clinical Supply at Pfizer Inc.: Bringing Hope to Patients (A)." Harvard Business School Case 420-108, May 2020. (Revised January 2022.)
- August 2014
- Case
Netflix: Designing the Netflix Prize (A)
By: Karim R. Lakhani, Wesley M. Cohen, Kynon Ingram, Tushar Kothalkar, Maxim Kuzemchenko, Santosh Malik, Cynthia Meyn, Greta Friar and Stephanie Healy Pokrywa
In 2006, Reed Hastings, CEO of Netflix, was looking for a way to solve Netflix's customer churn problem. Netflix used Cinematch, its proprietary movie recommendation software, to promote individually determined best-fit movies to customers. Hastings determined that a...
View Details
Keywords:
Crowdsourcing;
Prizes;
Digitization;
Algorithms;
Recommendation Software;
Disruption;
Transformation;
Collaborative Innovation and Invention;
Technological Innovation;
Knowledge Sharing;
Applications and Software;
Motion Pictures and Video Industry;
Entertainment and Recreation Industry;
Technology Industry;
United States
Lakhani, Karim R., Wesley M. Cohen, Kynon Ingram, Tushar Kothalkar, Maxim Kuzemchenko, Santosh Malik, Cynthia Meyn, Greta Friar, and Stephanie Healy Pokrywa. "Netflix: Designing the Netflix Prize (A)." Harvard Business School Case 615-015, August 2014.
- March 2017 (Revised May 2019)
- Case
Marketing Transformation at Mastercard
By: Sunil Gupta, Srinivas K. Reddy and David Lane
Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders....
View Details
Keywords:
Mastercard;
Financial Services;
Ingredient Brand;
B2B2C;
Experiential Marketing;
Digital Marketing;
ROI;
Marketing;
Customer Focus and Relationships;
Business and Stakeholder Relations;
Brands and Branding;
Internet and the Web;
Investment Return;
Financial Services Industry
Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
- April 2016 (Revised March 2019)
- Case
Moleskine (A)
By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
Describes the founding and growth challenges facing Moleskine, an Italian-based consumer products company known for its oilcloth-covered notebooks once used by Ernest Hemingway and Vincent van Gogh. CEO Arrigo Berni and co-founder Maria Sebregondi aim to transform the...
View Details
Keywords:
Creative Industries;
Brand Building;
Digital Innovation;
Digital Services And Strategy;
Process Improvement;
Culture;
Identity Construction;
Innovation;
Growth and Development Strategy;
Leadership;
Organizational Change and Adaptation;
Organizational Culture;
Innovation Strategy;
Consumer Products Industry
Raffaelli, Ryan, Raffaella Sadun, and Kathy Qu. "Moleskine (A)." Harvard Business School Case 716-407, April 2016. (Revised March 2019.)
- January 2016
- Case
Acxiom
By: John Deighton
Acxiom built the market for personal data, yet sales have been flat for a decade during which marketing's appetite for data has exploded. Will the acquisition of a digital data onboarder LiveRamp give marketers what they want from a data broker?
View Details
- June 2015
- Case
The Coca-Cola Company's Case for Creative Transformation
By: Thales S. Teixeira and Elizabeth Anne Watkins
In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan...
View Details
Keywords:
Attention Economics;
Creating Connections;
Digital Marketing;
Marketing Innovations;
Social Networks;
Advertising Content;
Networked Brand;
Beverage Industry;
Coca-Cola;
Digital Innovation;
Digital Transition;
Marketing;
Marketing Communications;
Innovation Strategy;
Social and Collaborative Networks;
Advertising;
Creativity;
Consumer Products Industry
Teixeira, Thales S., and Elizabeth Anne Watkins. "The Coca-Cola Company's Case for Creative Transformation." Harvard Business School Multimedia/Video Case 815-714, June 2015.
- November 2015 (Revised April 2017)
- Case
Streaming Over Broadband: Why Doesn't My Netflix Work?
By: Shane Greenstein and Michael Norris
In late 2013 and early 2014, Netflix service over the major U.S. Internet Service Providers (ISPs) suffered major slowdowns. What were the causes of these problems? What could Netflix do to solve them?
View Details
Keywords:
Digital Innovation;
Internet;
Broadband Service;
Internet and the Web;
Information Technology;
Infrastructure;
Utilities Industry;
United States
Greenstein, Shane, and Michael Norris. "Streaming Over Broadband: Why Doesn't My Netflix Work?" Harvard Business School Case 616-007, November 2015. (Revised April 2017.)
- 21 Jan 2015
- News
An Ounce of Preparation Is Worth a Pound of Prototypes
- October 2013
- Case
Rhythm & Blues
By: Willy Shih
The bankruptcy filing of Rhythm & Hues, who received an Oscar for the arresting visual effects in Life of Pi, raised questions about the challenges faced by the firms like it as well as the broader post-production industry. The rapid pace of technology certainly...
View Details
Keywords:
Post-production;
Visual Effects;
Digital;
Entertainment;
Animation Entertainment;
Film Entertainment;
Television Entertainment;
Theater Entertainment;
Job Cuts and Outsourcing;
Information Technology;
Internet and the Web;
Applications and Software;
Information Infrastructure;
Motion Pictures and Video Industry;
Los Angeles
- January 23, 2023
- Article
Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines
By: Susan Athey, Kristen Grabarz, Michael Luca and Nils Wernerfelt
Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and...
View Details
Keywords:
COVID-19 Pandemic;
Public Health;
Vaccines;
Social Media;
Advertising;
Power and Influence;
Health Care and Treatment
Athey, Susan, Kristen Grabarz, Michael Luca, and Nils Wernerfelt. "Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines." e2208110120. Proceedings of the National Academy of Sciences 120, no. 5 (January 23, 2023).
- June 2018
- Article
Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged
By: Clarence Lee, Elie Ofek and Thomas Steenburgh
We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across...
View Details
Keywords:
Customer Engagement;
Adoption Routes;
Word-of-Mouth;
Digital Marketing;
Bayesian Estimation;
Customers;
Communication;
Consumer Behavior;
Marketing;
Internet and the Web;
Analytics and Data Science
Lee, Clarence, Elie Ofek, and Thomas Steenburgh. "Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged." Management Science 64, no. 6 (June 2018): 2473–2495. (Lead Article.)
- March 2010 (Revised May 2012)
- Case
Bank of America: Mobile Banking
By: Sunil Gupta and Kerry Herman
In January 2010, Jen McDonald, head of Bank of America Corporation's (BAC) Digital Marketing group, was discussing the bank's mobile strategy with Douglas Brown, senior vice president, Mobile Product Development. BAC launched mobile banking in 2007 and within three...
View Details
Keywords:
Marketing;
Digital Marketing;
Financial Services;
Mobile Banking;
Channels;
Strategy;
Banks and Banking;
Marketing Strategy;
Service Delivery;
Mobile and Wireless Technology;
Banking Industry;
United States
Gupta, Sunil, and Kerry Herman. "Bank of America: Mobile Banking." Harvard Business School Case 510-063, May 2012. (Revised from original March 2010 version.)
- October 2015
- Teaching Plan
The Coca-Cola Company's Case for Creative Transformation
By: Thales Teixeira
This Teaching Plan is to be used with the Video Case "The Coca-Cola Company's Case for Creative Transformation" (HBS No. 815-714)
View Details
Keywords:
Attention Economics;
Creating Connections;
Digital Marketing;
Marketing Innovations;
Social Networks;
Advertising Content;
Networked Brand;
Beverage Industry;
Coca-Cola;
Digital Innovation;
Digital Transition;
Marketing;
Marketing Communications;
Innovation Strategy;
Social and Collaborative Networks;
Advertising;
Creativity;
Consumer Products Industry;
Media and Broadcasting Industry;
Food and Beverage Industry
- January 2017 (Revised March 2017)
- Case
IBM Transforming, 2012–2016: Ginni Rometty Steers Watson
By: Rosabeth Moss Kanter and Jonathan Cohen
To transform IBM for the next technology wave, Ginni Rometty, who became CEO in 2012, led divestment of declining businesses, made acquisitions in digital innovation and cloud computing, formed partnerships with former competitors such as Apple and tech startups, and...
View Details
Keywords:
Digital;
Technological Change;
Artificial Intelligence;
Data;
IBM;
Watson;
Internet Of Things;
Innovation and Invention;
Management;
Sales;
Information Technology;
Technological Innovation;
Transformation;
AI and Machine Learning
Kanter, Rosabeth Moss, and Jonathan Cohen. "IBM Transforming, 2012–2016: Ginni Rometty Steers Watson." Harvard Business School Case 317-046, January 2017. (Revised March 2017.)
- October 2023 (Revised March 2024)
- Case
KOKO Networks: Bridging Energy Transition and Affordability with Carbon Financing
By: George Serafeim, Siko Sikochi and Namrata Arora
The problem was massive: two million hectares of African forests were lost annually to charcoal production for cooking, an area equivalent to 13 times Greater London, resulting in one billion tons of carbon emissions yearly. At the same time, an estimated 700,000...
View Details
Keywords:
Clean Tech;
Digital;
Carbon Credits;
Carbon Offsetting;
Climate Change;
Entrepreneurship;
Energy Sources;
Environmental Sustainability;
Health;
Market Design;
Business Startups;
Transition;
Environmental Regulation;
Policy;
Energy Industry;
Consumer Products Industry;
Africa;
Kenya;
Rwanda
Serafeim, George, Siko Sikochi, and Namrata Arora. "KOKO Networks: Bridging Energy Transition and Affordability with Carbon Financing." Harvard Business School Case 124-022, October 2023. (Revised March 2024.)
- December 2018 (Revised September 2019)
- Case
Brand Activism: Nike and Colin Kaepernick
By: Jill Avery and Koen Pauwels
Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice...
View Details
Keywords:
Digital Marketing;
Entertainment;
Politics;
Activism;
Brand Equity;
Marketing;
Marketing Strategy;
Brands and Branding;
Marketing Communications;
Sports;
Advertising;
Social Media;
Apparel and Accessories Industry;
Sports Industry;
Consumer Products Industry;
United States;
North America
Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)
- September 2019
- Case
Netflix: A Creative Approach to Culture and Agility
By: Ranjay Gulati, Allison Ciechanover and Jeff Huizinga
By 2018, Netflix had been credited for revolutionizing how viewers consumed entertainment—shifting from ad-fueled linear network programming to a highly personalized, on-demand, all-you-can-consume, ad-free model. The company was riding a long wave of revenue and...
View Details
Keywords:
Digital Technologies;
Streaming;
Video On Demand;
International Expansion;
Leadership;
Information Technology;
Entrepreneurship;
Innovation and Management;
Innovation Strategy;
Leadership Style;
Management Style;
Organizational Culture;
Entertainment;
Media;
Change Management;
Expansion;
Technology Industry;
United States
Gulati, Ranjay, Allison Ciechanover, and Jeff Huizinga. "Netflix: A Creative Approach to Culture and Agility." Harvard Business School Case 420-055, September 2019.
- May 2020 (Revised August 2022)
- Teaching Note
Direct to Consumer Brands
By: Sunil Gupta
In recent years, we have seen a dramatic rise of direct-to-consumer (DTC) brands. Many of these brands, such as Dollar Shave Club, Harry’s, Glossier, and Allbirds, entered mature markets dominated by established companies, and yet they grew rapidly to attain valuations...
View Details