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All HBS Web
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- Faculty Publications (1,231)
- March 2010
- Class Lecture
New Media and Digital Marketing (FSS)
By: Sunil Gupta
Gupta, Sunil. "New Media and Digital Marketing (FSS)." Harvard Business School Class Lecture 510-717, March 2010.
- February 2010 (Revised March 2012)
- Case
Harvard Business School Executive Education: Balancing Online and Offline Marketing
By: John A. Deighton and Leora Kornfeld
How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to...
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Keywords:
Transition;
Marketing Strategy;
Budgets and Budgeting;
Technology Adoption;
Digital Marketing;
Resource Allocation;
Information Technology Industry
Deighton, John A., and Leora Kornfeld. "Harvard Business School Executive Education: Balancing Online and Offline Marketing." Harvard Business School Case 510-091, February 2010. (Revised March 2012.) (request a courtesy copy.)
- Article
Does Your Company Need a Digital Readiness Checklist?
Rayport, Jeffrey F. "Does Your Company Need a Digital Readiness Checklist?" Harvard Business Review Blogs (February 9, 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.)
- January 2010 (Revised October 2010)
- Background Note
News in the Digital World: Who Pays?
By: Stephen P. Bradley and Nancy Bartlett
Models to monetizing news in the digital landscape, which is real-time, searchable, sharable, multi-sourced, anytime, and any screen, were emerging in 2010. Could content creators get people to pay for what they watched, read, listened to, and shared online? Were news...
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Keywords:
Business Model;
Newspapers;
Disruptive Innovation;
Technological Innovation;
Online Technology;
Journalism and News Industry;
Publishing Industry
Bradley, Stephen P., and Nancy Bartlett. "News in the Digital World: Who Pays?" Harvard Business School Background Note 710-456, January 2010. (Revised October 2010.)
- January 2010 (Revised April 2011)
- Case
Google Inc.
By: Benjamin Edelman and Thomas R. Eisenmann
Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. One...
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Keywords:
Digital Marketing;
Business Model;
Growth and Development Strategy;
Network Effects;
Mission and Purpose;
Expansion;
Internet and the Web;
Information Technology Industry
Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc." Harvard Business School Case 910-036, January 2010. (Revised April 2011.) (Winner of ECCH 2011 Award for Outstanding Contribution to the Case Method - Strategy and General Management.)
- Article
The iPad Showdown: Apple Versus Comcast
Rayport, Jeffrey F. "The iPad Showdown: Apple Versus Comcast." Harvard Business Review Blogs (January 28, 2010).
- 2010
- Article
Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics
By: Feng Zhu and Michael Zhang
This article examines how product and consumer characteristics moderate the influence of online consumer reviews on product sales using data from the video game industry. The findings indicate that online reviews are more influential for less popular games and games...
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Keywords:
Internet Marketing;
Online Consumer Reviews;
Word Of Mouth;
Long Tail;
Internet and the Web;
Marketing Reference Programs;
Digital Marketing;
Video Game Industry
Zhu, Feng, and Michael Zhang. "Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics." Journal of Marketing 74, no. 2 (March 2010): 133–148.
- Article
Improved Bounds on the Sizes of S.P Numbers
By: Paul Myer Kominers and Scott Duke Kominers
A number which is S.P in base r is a positive integer which is equal to the sum of its base-r digits multiplied by the product of its base-r digits. These numbers have been studied extensively in The Mathematical Gazette. Recently, Shah Ali...
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Keywords:
Mathematical Methods
Kominers, Paul Myer, and Scott Duke Kominers. "Improved Bounds on the Sizes of S.P Numbers." Mathematical Gazette 94, no. 529 (March 2010): 127–129.
- winter 2009
- Journal Article
Interactivity's Unanticipated Consequences for Markets and Marketing
By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more...
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Keywords:
Communication Intention and Meaning;
Interactive Communication;
Marketing Communications;
Consumer Behavior;
Social and Collaborative Networks;
Online Technology
Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)
- 2009
- Chapter
Opening Platforms: When, How and Why?
By: Thomas R. Eisenmann, Geoffrey Parker and Marshall Van Alstyne
Platform-mediated networks encompass several distinct types of participants, including end users, complementors, platform providers who facilitate users' access to complements, and sponsors who develop platform technologies. Each of these roles can be opened-that...
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Keywords:
Decision Choices and Conditions;
Governance Controls;
Market Participation;
Digital Platforms
Eisenmann, Thomas R., Geoffrey Parker, and Marshall Van Alstyne. "Opening Platforms: When, How and Why?" Chap. 6 in Platforms, Markets and Innovation, edited by Annabelle Gawer. Cheltenham, U.K. and Northampton, MA: Edward Elgar Publishing, 2009.
- Nov 2009 - Nov 2009
- Keynote Speech
How Digital Technology is Changing the Media Industry
By: Anita Elberse
- October 2009 (Revised March 2012)
- Case
Nettwerk: Digital Marketing in the Music Industry
By: John A. Deighton and Leora Kornfeld
How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride...
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Keywords:
Music Entertainment;
Product Marketing;
Network Effects;
Sales;
Social and Collaborative Networks;
Online Technology;
Media and Broadcasting Industry;
Music Industry
Deighton, John A., and Leora Kornfeld. "Nettwerk: Digital Marketing in the Music Industry." Harvard Business School Case 510-055, October 2009. (Revised March 2012.) (request a courtesy copy.)
- October 2009
- Case
Digital Chocolate
By: Linda A. Hill and Alison Berkley Wagonfeld
Trip Hawkins founded Digital Chocolate in Silicon Valley in 2003 to develop outstanding games for mobile devices. By 2008, the company had expanded its operations into four countries, and Digital Chocolate was one of the top developers of soloplayer games for standard...
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Keywords:
Games, Gaming, and Gambling;
Innovation and Management;
Leading Change;
Product Development;
Groups and Teams;
Creativity;
Telecommunications Industry;
Video Game Industry
Hill, Linda A., and Alison Berkley Wagonfeld. "Digital Chocolate." Harvard Business School Case 410-049, October 2009.
- October 2009 (Revised July 2012)
- Case
Emotiv Systems Inc.: It's the Thoughts that Count
By: Elie Ofek, Jason Riis and Paul Hamilton
Emotiv is getting ready to launch its innovative brain-computer interfacing (BCI) technology. The company has developed a special headset, called EPOC, and highly sophisticated software that can translate a person's emotions, cognitive thoughts, and facial expressions...
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Keywords:
Technology Adoption;
Sales;
Technological Innovation;
Demand and Consumers;
Marketing Strategy;
Partners and Partnerships;
Entrepreneurship;
Forecasting and Prediction;
Product Launch;
Business Startups;
Technology Industry
Ofek, Elie, Jason Riis, and Paul Hamilton. "Emotiv Systems Inc.: It's the Thoughts that Count." Harvard Business School Case 510-050, October 2009. (Revised July 2012.)
- Sep 2009 - 2009
- Conference Presentation
Bye Bye Bundles: The Impact of the Unbundling of Music in Digital Channels
By: Anita Elberse
- August 2009 (Revised August 2010)
- Case
Slanket: Responding to Snuggie's Market Entry
By: John A. Deighton and Leora Kornfeld
How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another...
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Keywords:
Digital Marketing;
Brands and Branding;
Product Launch;
Market Entry and Exit;
Social and Collaborative Networks;
Internet and the Web
Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry." Harvard Business School Case 510-034, August 2009. (Revised August 2010.)
- August 2009
- Teaching Note
Cyworld: Creating and Capturing Value in a Social Network (TN)
By: Sunil Gupta and Sangman Han
Teaching Note for [509012].
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- 2009
- Chapter
Creating Superior Customer Value in a Connected World
By: Ranjay Gulati
"In the early twenty-first century, customers are more demanding than ever, and difficult economic times make them all the more so. As customers tighten their wallets and increase their demands, firms face greater pressure to provide superior customer value. Reducing...
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- July 2009
- Teaching Note
Microsoft's Search (TN)
By: Jan W. Rivkin and Eric J. Van den Steen
Teaching Note for [709461].
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