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- People (6)
- News (151)
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- Events (1)
- Multimedia (22)
- Faculty Publications (48)
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- February 2023 (Revised March 2023)
- Case
Twitter Turnaround and Elon Musk
By: Andy Wu and Goran Calic
Late afternoon on Friday, October 27th, 2022, Elon Musk was the center of attention at Twitter’s San Francisco headquarters. The night before, Musk officially took the company private and became Twitter’s majority shareholder, finally ending a months-long acquisition...
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Keywords:
Elon Musk;
Twitter;
Acquisition;
Revenue;
Advertising;
Social Media;
Business or Company Management;
Public Opinion;
Job Cuts and Outsourcing
Wu, Andy, and Goran Calic. "Twitter Turnaround and Elon Musk." Harvard Business School Case 723-418, February 2023. (Revised March 2023.)
- October 2018 (Revised September 2022)
- Case
Stock-Based Compensation at Twitter
By: Jonas Heese, Zeya Yang and Mike Young
Olivia Nash, an analyst at leading hedge fund BlueShark Capital Management, had just finished listening to the hour-long earnings call for Twitter’s Q4 2017 results. Was Twitter doing well? That depended on which numbers she chose to believe. According to Generally...
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Keywords:
Twitter;
Non-GAAP Disclosure;
Stock-based Compensation;
Earnings Management;
Corporate Disclosure;
Compensation and Benefits;
Stocks;
Measurement and Metrics
Heese, Jonas, Zeya Yang, and Mike Young. "Stock-Based Compensation at Twitter." Harvard Business School Case 119-032, October 2018. (Revised September 2022.)
- May 2020
- Supplement
Stock-Based Compensation at Twitter
By: Jonas Heese
This video serves as a supplement to "Stock-Based Compensation at Twitter."
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Heese, Jonas. "Stock-Based Compensation at Twitter." Harvard Business School Multimedia/Video Supplement 120-712, May 2020.
- May 30, 2019
- Article
Twitter Is Showing More Ads Instead of Better Ideas
A social media company that doesn’t know much about its users needs to work harder on its business model.
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Kominers, Scott Duke. "Twitter Is Showing More Ads Instead of Better Ideas." Bloomberg Opinion (May 30, 2019).
- January 2010 (Revised January 2014)
- Case
By: Mikolaj Jan Piskorski, David Chen, Bill Heil and Aaron Smith
Twitter is a micro-blogging company that allows users to send short text updates to others. The site is used by people, including celebrities, government officials, and businesses. It helps to raise money for non-profit organizations and provides first-responders with...
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Keywords:
Blogs;
Revenue;
Information Publishing;
Growth and Development Strategy;
Social and Collaborative Networks;
Web
Piskorski, Mikolaj Jan, David Chen, Bill Heil, and Aaron Smith. "Twitter." Harvard Business School Case 710-455, January 2010. (Revised January 2014.)
- 02 Sep 2016
- Op-Ed
The Twitter Election
Every four years, a new American presidential campaign gives a fresh boost to social media. This year the winner is Twitter. Donald Trump has racked up 11.3 million Twitter followers (and counting) compared with 8.5 million for Hillary...
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Keywords:
by John Quelch and Thales Teixeira
- March 2013 (Revised March 2013)
- Teaching Note
Twitter (TN)
By: Mikolaj Jan Piskorski
Piskorski, Mikolaj Jan. "Twitter (TN)." Harvard Business School Teaching Note 713-487, March 2013. (Revised from original February 2013 version.)
- 20 Jun 2023
- Cold Call Podcast
Elon Musk’s Twitter Takeover: Lessons in Strategic Change
- April 2013
- Teaching Note
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 and...
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- 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;
Media and Broadcasting 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.)
- May 2023
- Case
Twitter Blues: Does Paid Verification Check Out?
By: Scott Duke Kominers, Das Narayandas and Kerry Herman
Elon Musk proposes to offer verification status on Twitter to paying subscribers. Chaos ensues.
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Kominers, Scott Duke, Das Narayandas, and Kerry Herman. "Twitter Blues: Does Paid Verification Check Out?" Harvard Business School Case 523-106, May 2023.
- November 2018 (Revised September 2022)
- Teaching Note
Stock-Based Compensation at Twitter
By: Jonas Heese, Zeya Yang and Mike Young
- 18 Nov 2013
- Op-Ed
Twitter IPO: Overvalued or the Start of Something Big?
Twitter soared high on its first day of trading on Nov. 7, with its shares closing the day at $45 for a value of $25 billion. Even though TWTR has yet to make money, investors flocked to the stock in droves, eager to own a part of the...
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- Article
Twitter Begs Users to Target Themselves for Ads
Kominers, Scott Duke. "Twitter Begs Users to Target Themselves for Ads." Bloomberg Opinion (December 30, 2019).
- 01 Aug 2019
- What Do You Think?
Has the Twitter Age Left the Case Method Behind?
solutions to these complex problems, some better and some worse.” r_ganesh raised a highly relevant point in concluding that “the case study is off the pedestal of method-worshippers. It is a good thing. And the Twitter age is not to...
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- 2022
- Article
Why Facebook and Twitter Opened the Door to NFTs
Kominers, Scott Duke. "Why Facebook and Twitter Opened the Door to NFTs." Bloomberg Opinion (January 25, 2022).
- December 2021
- Article
Left- and Right-Leaning News Organizations Use Negative Emotional Content and Elicit User Engagement Similarly
By: Andrea Bellovary, Nathaniel Young and Amit Goldenberg
Negativity has historically dominated news content; however, little research has examined how news organizations use affect on social media, where content is generally positive. In the current project we ask a few questions: Do news organizations on Twitter use...
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Keywords:
Negative Press;
Twitter;
Political Affiliation;
Affect;
News;
Media;
Internet and the Web;
Emotions;
Perspective;
Social Media
Bellovary, Andrea, Nathaniel Young, and Amit Goldenberg. "Left- and Right-Leaning News Organizations Use Negative Emotional Content and Elicit User Engagement Similarly." Affective Science 2, no. 4 (December 2021): 391–396.
- May 2013
- Case
Qantas Luxury: Grounded Flights, First-Class Pajamas and Twitter Hashtags (A)
By: Amy J.C. Cuddy, Cassandra L. Govan, David T. Neal and Anna M. Coster