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All HBS Web
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- Faculty Publications (863)
- 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 November 2012)
- Case
PatientsLikeMe: An Online Community of Patients
By: Sunil Gupta and Jason Riis
PatientsLikeMe (PLM) is an online community where patients share their personal experiences with a disease, find other patients like them, and learn from each other. The company was founded by Jamie and Ben Heywood when their 29-year-old brother was diagnosed with ALS...
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Keywords:
Business Startups;
Health Disorders;
Knowledge Sharing;
Growth and Development Strategy;
Product Launch;
Digital Platforms;
Social and Collaborative Networks;
Health Industry
Gupta, Sunil, and Jason Riis. "PatientsLikeMe: An Online Community of Patients." Harvard Business School Case 511-093, February 2011. (Revised November 2012.)
- February 13, 2011
- Article
Google's Search Gold Mine Could Tap Out
Rayport, Jeffrey F. "Google's Search Gold Mine Could Tap Out." Bloomberg Businessweek Online (February 13, 2011).
- 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.)
- February 2011
- Case
oDesk: Changing How the World Works
By: Boris Groysberg, David A. Thomas and Jennifer M. Tydlaska
It is 2010, and Gary Swart, CEO of oDesk, is contemplating the next steps for his organization. Founded in 2004 in California, oDesk operates an online marketplace which matches Employers with Contractors. oDesk provides fact-based information on Contractors, including...
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Keywords:
Recruitment;
Leadership;
Growth and Development Strategy;
Digital Platforms;
Marketplace Matching;
Corporate Strategy;
Internet and the Web;
Consulting Industry
Groysberg, Boris, David A. Thomas, and Jennifer M. Tydlaska. "oDesk: Changing How the World Works." Harvard Business School Case 411-078, February 2011.
- Article
What is Facebook, Really?
Rayport, Jeffrey F. "What is Facebook, Really?" HBR Blog Network (February 2, 2011).
- Article
The Miracle of Memphis
Rayport, Jeffrey F. "The Miracle of Memphis." MIT Technology Review (website) (December 20, 2010).
- Article
Facebook's New Golden Rule
Rayport, Jeffrey F. "Facebook's New Golden Rule." Harvard Business Review Blogs (December 16, 2010).
- December 2010
- Case
Digital Divide
By: Sunil Gupta
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,...
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Keywords:
Budgets and Budgeting;
Digital Marketing;
Marketing Communications;
Marketing Strategy;
Information Technology
Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.
- November 30, 2010
- Article
Seven Social Transformations Unleashed by Mobile Devices
Rayport, Jeffrey F. "Seven Social Transformations Unleashed by Mobile Devices." MIT Technology Review (website) (November 30, 2010). (Lead Article for November 2010: Technology Review’s month of articles focused on business impacts of mobile computing and mobile social networking.)
- October 2010
- Case
The iPhone at IVK
By: Richard L. Nolan and Robert D. Austin
The CIO addresses a decision to replace salesmen netbook PC's with iPhones, including converting the company's sales and customer applications to the iPhone platform
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Keywords:
Mobile and Wireless Technology;
Digital Platforms;
Salesforce Management;
Transition;
Technology Adoption;
Information Infrastructure;
Applications and Software;
Change Management
Nolan, Richard L., and Robert D. Austin. "The iPhone at IVK." Harvard Business School Case 911-413, October 2010.
- October 2010 (Revised November 2010)
- Case
The NFL's Digital Media Strategy
By: Anita Elberse, C. Kelsey Calhoun and Daven Johnson
In late 2009, Brian Rolapp, senior vice president of media strategy and digital media for the NFL, was faced with the challenge of determining the league's strategic approach to the wireless market—and presenting his views to NFL team owners. What was the league's best...
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Keywords:
Business Model;
Marketing Channels;
Marketing Strategy;
Media;
Distribution Channels;
Mobile and Wireless Technology;
Sports Industry
Elberse, Anita, C. Kelsey Calhoun, and Daven Johnson. "The NFL's Digital Media Strategy." Harvard Business School Case 511-055, October 2010. (Revised November 2010.)
- October 2010 (Revised January 2012)
- Background Note
Book Publishing in 2010
By: Stephen P. Bradley and Nancy Bartlett
Legacy book publishers wrangled with ebook retailers over royalty rates, release strategy, and distribution rights as customer demand for cheaper ebooks eroded publishers' profitable print formats. E-readers like Kindle, as well as Apple's iPad that invigorated the...
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Keywords:
Price;
Information Publishing;
Books;
Disruptive Innovation;
Demand and Consumers;
Distribution;
Strategy;
Information Technology;
Internet and the Web;
Publishing Industry
Bradley, Stephen P., and Nancy Bartlett. "Book Publishing in 2010." Harvard Business School Background Note 711-419, October 2010. (Revised January 2012.)
- October 2010
- Teaching Note
Nettwerk: Digital Marketing in the Music Industry (TN)
By: John A. Deighton and Leora Kornfeld
Teaching Note for 510055.
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- September 2010
- Teaching Note
Digital China Holdings Limited: Managing the Transition from a Product-oriented to a Service-oriented Company (TN)
Teaching Note for 307093.
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- July – August 2010
- Article
Are You Ignoring Trends That Could Shake Up Your Business?
By: Elie Ofek and Luc Wathieu
Virtually all managers in consumer businesses recognize major social, economic, and technological trends. But many do not consider the profound ways in which trends--especially those that seem unrelated to their core markets--influence consumers' aspirations,...
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Keywords:
Trends;
Innovation and Invention;
Knowledge Use and Leverage;
Marketing Strategy;
Consumer Behavior;
Product Development
Ofek, Elie, and Luc Wathieu. "Are You Ignoring Trends That Could Shake Up Your Business?" Harvard Business Review 88, nos. 7-8 (July–August 2010).
- Article
Peer-to-Peer File Sharing and the Market for Digital Information Goods
By: Ramon Casadesus-Masanell and Andres Hervas-Drane
We study competitive interaction between two alternative models of digital content distribution over the Internet: peer-to-peer (p2p) file sharing and centralized client-server distribution. We present microfoundations for a stylized model of p2p file sharing where all...
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Keywords:
Competition;
Distribution;
Internet and the Web;
Information Infrastructure;
Management Analysis, Tools, and Techniques;
Strategy;
Profit;
Price;
Performance Efficiency
Casadesus-Masanell, Ramon, and Andres Hervas-Drane. "Peer-to-Peer File Sharing and the Market for Digital Information Goods." Journal of Economics & Management Strategy 19, no. 2 (Summer 2010): 333–373.
- 2010
- Working Paper
The Job Market for New Economists: A Market Design Perspective
By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried
This paper provides an overview of the market for new Ph.D. economists. It describes the role of the American Economic Association (AEA) in the market and focuses in particular on two mechanisms adopted in recent years at the suggestion of our committee. First, job...
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Keywords:
Cost Management;
Information;
Surveys;
Jobs and Positions;
Job Interviews;
Job Search;
Emerging Markets;
Digital Platforms;
Service Operations;
Internet and the Web
Coles, Peter A., John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth, and John J. Siegfried. "The Job Market for New Economists: A Market Design Perspective." Harvard Business School Working Paper, No. 10-096, May 2010.
- May 2010
- Article
Bye Bye Bundles: The Unbundling of Music in Digital Channels
By: Anita Elberse
Fueled by digital distribution, unbundling is prevalent in many information industries. What is the effect of this unbundling on sales? And what bundle characteristics drive this effect? I empirically examine these questions in the context of the music industry, using...
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Keywords:
Unbundling;
Bundling;
Digital Distribution;
System-of-equations Modeling;
Sales;
Distribution Channels;
Framework;
Mathematical Methods;
Revenue;
Reputation;
Internet and the Web;
System;
E-commerce;
Information Industry;
Music Industry
Elberse, Anita. "Bye Bye Bundles: The Unbundling of Music in Digital Channels." Journal of Marketing 74, no. 3 (May 2010).
- March 2010 (Revised June 2019)
- Case
Major League Baseball Advanced Media: America's Pastime Goes Digital
By: Anita Elberse and Brett Laffel
In January 2010, Bob Bowman, chief executive officer of Major League Baseball Advanced Media -- MLB's digital arm -- is facing a number of decisions related to its 'app' for Apple's new iPad. What are the best name, price, and set of features for MLBAM's iPad app? The...
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Keywords:
Business Model;
Marketing Strategy;
Distribution Channels;
Mobile and Wireless Technology;
Internet and the Web;
Sports Industry
Elberse, Anita, and Brett Laffel. "Major League Baseball Advanced Media: America's Pastime Goes Digital." Harvard Business School Case 510-092, March 2010. (Revised June 2019.)