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- Faculty Publications (148)
- January 2014
- Teaching Note
Dumb Ways To Die: Advertising Train Safety (A), (B) & (C)
By: John Quelch
- November 2013 (Revised June 2014)
- Case
E-Cigarettes: Marketing Versus Public Health
By: John A. Quelch and Margaret L. Rodriguez
Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance...
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Keywords:
Public Health;
Tobacco;
Smoking;
Cigarettes;
Electronic Cigarettes;
Cancer;
Lung;
Lorillard;
Philip Morris;
Safety;
Technological Innovation;
Conflict of Interests;
Market Entry and Exit;
Marketing;
Health;
Advertising;
Consumer Products Industry;
Health Industry
Quelch, John A., and Margaret L. Rodriguez. "E-Cigarettes: Marketing Versus Public Health." Harvard Business School Case 514-059, November 2013. (Revised June 2014.)
- September 2013 (Revised August 2015)
- Background Note
Leadership and Teaming
By: Ethan Bernstein
Small differences in the leadership of teams can have large consequences for the success of their efforts. Many initiatives fail not because of a fatal error in judgment or insufficient ideas, knowledge, motivation, or capabilities to deliver a solution. They fail...
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Keywords:
Teams;
Teaming;
Leadership And Managing People;
Leadership;
Team Effectiveness;
Team Performance;
Team Design;
Team Leadership;
Teamwork;
Team Process;
Team Function;
Team Launch;
60/30/10 Rule;
Team Boundary;
Distribution Of Leadership Authority;
Self-Managed Teams;
Virtual Teams;
Unbounded Teams;
Acts Of Leadership;
Execution Teams;
Decision Making Teams;
Creativity Teams;
Team Size;
Task Design;
Team Timeline;
Team Roles;
Team Representation;
Diversity;
Team Familiarity;
Collective Intelligence;
Team Stages Of Development;
Team Coaching;
Performance Pressure;
X-Teams;
Team Focus;
Interaction;
Management Teams;
Managerial Roles;
Management Systems;
Management Style;
Management Skills;
Management Practices and Processes;
Organizational Design;
Organizational Structure;
Performance Effectiveness;
Performance Efficiency;
Performance Productivity;
Groups and Teams;
Networks;
Social Psychology;
Behavior;
Conflict and Resolution;
Creativity;
Social and Collaborative Networks;
Satisfaction;
Prejudice and Bias;
Power and Influence;
Personal Characteristics;
Familiarity;
Cognition and Thinking;
Attitudes;
Projects;
Organizational Culture;
Organizational Change and Adaptation;
Leadership Development;
Leadership Style;
Leading Change;
Knowledge Use and Leverage;
Knowledge Sharing;
Collaborative Innovation and Invention;
Innovation and Management;
Innovation Leadership;
Design;
Interpersonal Communication;
Advertising Industry;
Advertising Industry;
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Advertising Industry;
Asia;
North and Central America;
South America;
Atlantic Ocean;
Central Asia;
Europe;
Latin America;
Middle East;
Oceania;
West Indies
Bernstein, Ethan. "Leadership and Teaming." Harvard Business School Background Note 414-033, September 2013. (Revised August 2015.)
- September 2013
- Case
Vogue: Defining the Culture of Fashion
By: Anita Elberse, Joseph Ferrer, Elizabeth Gough and Victoria Katsarou
In March 2013, Susan Plagemann, vice president and publisher of Vogue—widely regarded as the world's most influential fashion magazine, and publishing conglomerate Condé Nast's marquee title—is seeking answers to two questions. First, how she can best approach the...
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Keywords:
Creative Industries;
Fashion;
Publishing;
Digital Technology;
Entertainment;
Product Portfolio Management;
Magazines;
Journals and Magazines;
Internet and the Web;
Change Management;
Resource Allocation;
Creativity;
Media;
Advertising;
Fashion Industry;
Publishing Industry;
Media and Broadcasting Industry
Elberse, Anita, Joseph Ferrer, Elizabeth Gough, and Victoria Katsarou. "Vogue: Defining the Culture of Fashion." Harvard Business School Case 514-036, September 2013.
- 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...
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Keywords:
Measurement and Metrics;
Data and Data Sets;
Internet;
Software;
Communication Technology;
Advertising;
Social and Collaborative Networks;
Acquisition;
Television Entertainment;
Advertising Industry;
Advertising 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.)
- March 2013
- Article
For Mobile Devices, Think Apps, Not Ads
By: Sunil Gupta
Many companies envision mobile ads becoming an integral part of their communications strategies. But there's a growing consensus that ads don't work on mobile devices; consumers just don't like them. Instead of creating tiny banner ads, smart marketers will turn to...
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Keywords:
Applications and Software;
Advertising;
Mobile and Wireless Technology;
Innovation and Invention
Gupta, Sunil. "For Mobile Devices, Think Apps, Not Ads." Harvard Business Review 91, no. 3 (March 2013).
- 2013
- Working Paper
Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising
By: Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online...
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Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." Harvard Business School Working Paper, No. 13-070, February 2013.
- October 2012 (Revised January 2014)
- Case
Building Brand Infosys
By: Rohit Deshpandé and Vidhya Muthuram
Infosys Limited was India's second largest exporter of IT services with annual revenues of $7 billion and a market capitalization of nearly $26 billion in 2012. The company, headquartered in Bangalore, India, had built its reputation as the Indian IT bellwether whose...
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Deshpandé, Rohit, and Vidhya Muthuram. "Building Brand Infosys." Harvard Business School Case 513-003, October 2012. (Revised January 2014.)
- 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;
Motion Pictures and Video Industry
Hagiu, Andrei, and David B. Yoffie. "Brightcove, Inc. in 2007." Harvard Business School Case 712-424, September 2011. (Revised March 2014.)
- Jun 2011
- Conference Presentation
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Anita Elberse
- May 2011
- Conference Presentation
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Anita Elberse
- May 2011 - 2011
- Conference Presentation
Viral Videos: The Dynamics of Online Video Advertising Campaigns
By: Anita Elberse
- 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 February 2012)
- Case
Online Marketing at Big Skinny
By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each...
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Keywords:
Advertising Campaigns;
Digital Marketing;
Resource Allocation;
Marketing Strategy;
Performance Evaluation;
Internet and the Web;
Retail Industry
Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
- October 2010
- Article
Unleashing the Power of Marketing
By: Beth Comstock, Ranjay Gulati and Stephen A Liguori
The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered....
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Keywords:
Product Development;
Product Marketing;
Strategic Planning;
Human Resources;
Marketing Strategy;
Customer Relationship Management;
Marketing;
Advertising Industry;
Advertising Industry
Comstock, Beth, Ranjay Gulati, and Stephen A Liguori. "Unleashing the Power of Marketing." Harvard Business Review 88, no. 10 (October 2010): 90–98.
- September 2010
- Case
NetApp
By: Das Narayandas and Elizabeth A. Kind
NetApp had undertaken an award-winning overhaul and upgrading of its channel strategy design that accounted for 46 percent of North America sales in 2006. Nonetheless, NetApp senior management announced they expected to grow revenue another 30% in fiscal 2007 with half...
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- May 2010
- Supplement
Tim Westergren of Pandora Radio
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:
History;
Business Model;
Customers;
Venture Capital;
Internet and the Web;
Cost Management;
Outcome or Result;
Customization and Personalization;
Growth and Development Strategy;
Music Industry
Shih, Willy C., and Halle Alicia Tecco. "Tim Westergren of Pandora Radio." Harvard Business School Video Supplement 610-714, May 2010.
- February 2010 (Revised October 2010)
- Case
YouTube: Time to Charge Users?
By: Anita Elberse and Sunil Gupta
In January 2010, YouTube, the world's largest online video aggregator, was still seeking to become profitable. Was the time right for Google, YouTube's parent company, to charge users seeking to upload content, as some analysts had suggested—and if so, who should be...
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Keywords:
Digital Marketing;
Business Model;
Cost;
Profit;
Revenue;
Consumer Behavior;
Internet and the Web;
Motion Pictures and Video Industry
Elberse, Anita, and Sunil Gupta. "YouTube: Time to Charge Users?" Harvard Business School Case 510-053, February 2010. (Revised October 2010.)