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• Case | HBS Case Collection | May 2018 (Revised September 2018)

  BuzzFeed—What Future for Native Advertising and Branded Content?

  Felix Oberholzer-Gee

  Jonah Peretti, CEO of digital publishing company BuzzFeed, needs to decide how to respond to Facebook’s announcement that it would prioritize posts from friends over content from publishers.

  Keywords: Information Publishing; Online Technology; Online Advertising; Problems and Challenges; Business Model; Strategy; Publishing Industry; Technology Industry; United States;

  Citation:

  Oberholzer-Gee, Felix. "BuzzFeed—What Future for Native Advertising and Branded Content?" Harvard Business School Case 718-511, May 2018. (Revised September 2018.)  View Details

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• Book | 2018

  Trust: Creating the Foundation for Entrepreneurship in Developing Countries

  Tarun Khanna

  Entrepreneurs in developing countries who assume they will have the same legal, governmental, and institutional protections as their counterparts in the West will fail. To succeed, they need to build trust within the existing structures—and this book shows how it's done.

  Keywords: Entrepreneurship; Developing Countries and Economies; Trust;

  Citation:

  Khanna, Tarun. Trust: Creating the Foundation for Entrepreneurship in Developing Countries. Oakland, CA: Berrett-Koehler Publishers, 2018.  View Details

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• Article | Harvard Business Review | July–August 2018

  When Technology Gets Ahead of Society

  Tarun Khanna

  New technologies can be unsettling for industry incumbents, regulators, and consumers, because norms and institutions for dealing with them don’t yet exist. Interestingly, businesspeople in emerging economies face similar challenges: The rules are unclear and infrastructure is lacking. In this article, the author suggests that tech pioneers would do well to heed a lesson he’s gleaned from his research in the developing world: For long-term success, companies must invest in the surrounding ecosystem.
  The author presents examples of entrepreneurs who have done just that in China, Bangladesh, Africa, and Chile, benefiting the public as well as their own enterprises. He then describes how an Indian health care organization is tackling institutional voids as it expands into medical tourism in the Cayman Islands. An in-depth look at the nascent drone industry follows, with profiles of companies that are helping create the conditions for the industry’s growth by amassing knowledge about best practices, influencing the development of regulations, exploring new uses for drones, developing a professional workforce, and so forth.
  The argument is that when firms launching innovative products or services look beyond their self-interest and work to collectively build the institutional infrastructure, they—and society as a whole—are more likely to prosper.

  Keywords: Technological Innovation; Society; Situation or Environment; Infrastructure; Entrepreneurship; Performance Effectiveness; Cooperation;

  Citation:

  Khanna, Tarun. "When Technology Gets Ahead of Society." Harvard Business Review 96, no. 4 (July–August 2018): 86–95.  View Details

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