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- Faculty Publications (134)
- February 2012 (Revised January 2013)
- Case
The New York Times Paywall
On March 28, 2011, The New York Times website became a restricted site where most of the content was protected behind a "paywall." Users who exceeded the limit of 20 free articles per month were required to pay for either a digital or print subscription. The newspaper...
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Kumar, Vineet, Bharat Anand, Sunil Gupta, and Felix Oberholzer-Gee. "The New York Times Paywall." Harvard Business School Case 512-077, February 2012. (Revised January 2013.)
- October 2011 (Revised May 2015)
- Case
The American Repertory Theater
By: Rohit Deshpande, Allen S. Grossman and Ryan Johnson
When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed to give the audience more ownership over the theater experience, excited theatergoers by...
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Keywords:
Advertising Campaigns;
Arts;
Business Model;
Leading Change;
Media;
Organizational Change and Adaptation;
Nonprofit Organizations;
Competitive Strategy;
Entertainment and Recreation Industry;
North and Central America
Deshpande, Rohit, Allen S. Grossman, and Ryan Johnson. "The American Repertory Theater." Harvard Business School Case 512-026, October 2011. (Revised May 2015.)
- October 2011
- Article
Government Advertising and Media Coverage of Corruption Scandals
By: Rafael Di Tella and Ignacio Franceschelli
We construct measures of the extent to which the four main newspapers in Argentina report government corruption in their front page during the period 1998-2007 and correlate them with government advertising. The correlation is negative. The size is considerable: a one...
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Di Tella, Rafael, and Ignacio Franceschelli. "Government Advertising and Media Coverage of Corruption Scandals." American Economic Journal: Applied Economics 3, no. 4 (October 2011): 119–151.
- September 2011 (Revised March 2014)
- Case
Brightcove, Inc. in 2007
By: Andrei Hagiu and David B. Yoffie
Brightcove, a technology and services provider to content owners in the Internet television field, aimed to become a media distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing...
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Keywords:
Competition;
Entrepreneurship;
Investment;
Diversification;
Digital Platforms;
Business Strategy;
Internet and the Web;
Business Model;
Distribution;
Media and Broadcasting Industry;
Media and Broadcasting Industry
Hagiu, Andrei, and David B. Yoffie. "Brightcove, Inc. in 2007." Harvard Business School Case 712-424, September 2011. (Revised March 2014.)
- September 2011 (Revised August 2013)
- Case
The Pepsi Refresh Project: A Thirst for Change
By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which...
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Keywords:
Risk Management;
Marketing Strategy;
Customer Focus and Relationships;
Advertising Campaigns;
Investment Return;
Brands and Branding;
Marketing Communications;
Social Marketing;
Cost vs Benefits;
Food and Beverage Industry
Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
- June 2011 (Revised May 2012)
- Case
Procter & Gamble: Marketing Capabilities
By: Rebecca M. Henderson and Ryan Johnson
P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments...
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Keywords:
Advertising;
Change Management;
Globalized Markets and Industries;
Innovation Strategy;
Brands and Branding;
Marketing Communications;
Expansion;
Consumer Products Industry
Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
- May–June 2011
- Article
The Uninvited Brand
By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted...
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Keywords:
Marketing;
Brands;
Brand Building;
Brand Management;
Digital Marketing;
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Internet and the Web;
Social Media;
Advertising Industry;
Advertising Industry
Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
- March 2011 (Revised December 2012)
- Case
Demand Media
By: John Deighton and Leora Kornfeld
Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable...
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Keywords:
Business Model;
Information Publishing;
Consumer Behavior;
Customization and Personalization;
Internet and the Web;
Publishing Industry
Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.)
- February 2011 (Revised November 2013)
- Case
The Cheezburger Network
By: John Deighton and Leora Kornfeld
Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the...
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Keywords:
Budgets and Budgeting;
Digital Marketing;
Customer Relationship Management;
Venture Capital;
Emerging Markets;
Strategic Planning;
Sales;
Internet and the Web;
Publishing Industry;
Web Services Industry
Deighton, John, and Leora Kornfeld. "The Cheezburger Network." Harvard Business School Case 511-091, February 2011. (Revised November 2013.) (request a courtesy copy.)
- February 2011 (Revised December 2012)
- Case
The Ford Fiesta
By: John Deighton and Leora Kornfeld
Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image...
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Keywords:
Advertising Campaigns;
Digital Marketing;
Leadership;
Goals and Objectives;
Brands and Branding;
Marketing Strategy;
Product Launch;
Market Entry and Exit;
Standards;
Auto Industry
Deighton, John, and Leora Kornfeld. "The Ford Fiesta." Harvard Business School Case 511-117, February 2011. (Revised December 2012.) (request a courtesy copy.)
- January 2011 (Revised July 2012)
- Case
National Public Broadcasting
By: Richard S. Ruback and Royce Yudkoff
Bob Williams, the CEO of National Public Broadcasting (NPB), was considering an unsolicited offer to purchase the company in the early spring of 2006. The company was a media underwriting representative for public television and radio stations throughout the United...
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Keywords:
Mergers and Acquisitions;
Decision Choices and Conditions;
Financial Management;
Ownership;
Advertising Industry;
Advertising Industry
Ruback, Richard S., and Royce Yudkoff. "National Public Broadcasting." Harvard Business School Case 211-058, January 2011. (Revised July 2012.)
- April 2010 (Revised June 2011)
- Background Note
Television Competes for a Digital Audience
By: Stephen P. Bradley and Nancy Bartlett
In the face of major disruption in the industry television networks have sought new revenue sources, implemented cost-cutting measures and strategized on ways to monetize online access to content. Programming changes, new advertising strategies, and deals via online...
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Bradley, Stephen P., and Nancy Bartlett. "Television Competes for a Digital Audience." Harvard Business School Background Note 710-476, April 2010. (Revised June 2011.)
- March 2010 (Revised November 2010)
- Case
Pandora Radio: Fire Unprofitable Customers?
By: Willy C. Shih and Halle Alicia Tecco
Pandora Radio is at a crossroads. Founder Tim Westergren has just been told by a well known VC to get rid of his unprofitable customers in order to get his costs down, but Westergren is not sure that such actions are consistent with his company's business model....
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Keywords:
Business Model;
Customer Satisfaction;
Music Entertainment;
Venture Capital;
Profit;
Growth and Development Strategy;
Consumer Behavior;
Internet;
Media and Broadcasting Industry
Shih, Willy C., and Halle Alicia Tecco. "Pandora Radio: Fire Unprofitable Customers?" Harvard Business School Case 610-077, March 2010. (Revised November 2010.)
- 2010
- Chapter
The Paranoid Style in the Study of American Politics
By: David Moss and Mary Oey
What drives policy making in a democracy? The conventional view is that political actors, like economic actors, pursue their self interest, and that special interest groups dominate the policy making process by satisfying policy makers' need for money and other forms...
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Keywords:
Policy;
Government Legislation;
Media;
Interests;
Power and Influence;
Public Opinion;
United States
Moss, David, and Mary Oey. "The Paranoid Style in the Study of American Politics." In Government and Markets: Toward a New Theory of Regulation, edited by Edward J. Balleisen and David A. Moss. Cambridge: Cambridge University Press, 2010.
- October 2009 (Revised June 2010)
- Case
Hulu: An Evil Plot to Destroy the World?
By: Anita Elberse and Sunil Gupta
In July 2009, Jason Kilar, the chief executive officer of Hulu, is debating whether the online video aggregator should move away from a purely advertising-supported model, and whether it should participate in an industry-wide initiative to develop and test...
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Keywords:
Advertising;
Business Model;
Television Entertainment;
Distribution Channels;
Service Operations;
Internet and the Web;
Media and Broadcasting Industry;
Media and Broadcasting Industry
Elberse, Anita, and Sunil Gupta. "Hulu: An Evil Plot to Destroy the World?" Harvard Business School Case 510-005, October 2009. (Revised June 2010.)
- January 2009
- Teaching Note
Obama versus Clinton: The YouTube Primary (TN)
By: John A. Deighton and Leora Kornfeld
Teaching Note for [509032].
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- January – February 2009
- Article
Content vs. Advertising: The Impact of Competition on Media Firm Strategy
By: David Godes, Elie Ofek and Miklos Sarvary
Media firms compete in two connected markets. They face rivalry for the sale of content to consumers, and at the same time, they compete for advertisers seeking access to the attention of these consumers. We explore the implications of such two-sided competition on the...
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Keywords:
Monopoly;
Duopoly and Oligopoly;
Business Model;
Price;
Media;
Competitive Strategy;
Competitive Advantage;
Advertising;
Profit;
Media and Broadcasting Industry
Godes, David, Elie Ofek, and Miklos Sarvary. "Content vs. Advertising: The Impact of Competition on Media Firm Strategy." Marketing Science 28, no. 1 (January–February 2009): 20–35.
- November 2008 (Revised August 2011)
- Case
UnME Jeans: Branding in Web 2.0
By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and...
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Keywords:
Digital Marketing;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Consumer Behavior;
Risk and Uncertainty;
Social and Collaborative Networks;
Internet and the Web;
Apparel and Accessories Industry
Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
- May 2008
- Supplement
Hasbro Games -- POX (A) and (B), Supporting Video
By: Elie Ofek
The video contains advertisements and media related clips regarding the launch of Hasbro's POX handheld game.
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Ofek, Elie. "Hasbro Games -- POX (A) and (B), Supporting Video." Harvard Business School Video Supplement 508-706, May 2008.
- January 2008 (Revised March 2009)
- Case
Framedia (A) Abridged
By: Li Jin, Carliss Y. Baldwin, Li Liao, Huabing Li and Jielun Zhu
Examines an acquisition in the highly competitive outdoor media advertising industry in China in late 2005. The transaction leads to eventual consolidation of the whole industry and positive stock reactions. Discusses equity consideration in the context of an M&A...
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Keywords:
Mergers and Acquisitions;
Venture Capital;
Equity;
Private Equity;
Corporate Governance;
Emerging Markets;
Organizations;
Consolidation;
Valuation;
Advertising Industry;
China
Jin, Li, Carliss Y. Baldwin, Li Liao, Huabing Li, and Jielun Zhu. "Framedia (A) Abridged." Harvard Business School Case 208-048, January 2008. (Revised March 2009.)