Case | HBS Case Collection | December 2010

Digital Divide

by Sunil Gupta

Abstract

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, he faced strong resistance from many of his colleagues who questioned the tangible value of digital spending.

Keywords: Budgets and Budgeting; Online Advertising; Marketing Communications; Marketing Strategy; Technology;

Citation:

Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.