Publications
Publications
- September 2008 (Revised October 2008)
- HBS Case Collection
Marc Abrahams: Annals of an Improbable Entrepreneur
By: Boris Groysberg and Michael Slind
Abstract
Marc Abrahams was a media entrepreneur who specialized in science humor. In 2008, he sought to boost the scale and monetization potential of his business. That business, called Improbable Research, encompassed a magazine (Annals of Improbable Research), a high-profile annual event (the Ig Nobel Prize Ceremony), a web site (improbable.com), a series of books, and various public appearances. This case uses the story of the "improbable" emergence and expansion of that business to investigate the challenges and opportunities faced by an individual who seeks to build an enterprise around his own human capital. It includes background information on Abrahams's earlier career, a summary of the various segments of his company, and a discussion of recent efforts by Abrahams to break free of constraints that have limited the size and revenue-generating ability of Improbable Research for many years. Among those efforts are a decision to distribute magazine content over the Internet for free and a major investment in producing video content for the web. The case concludes by presenting various options under consideration by Abrahams—options that dealt both with external challenges (How should he define his brand? Which markets should he target?) and with internal challenges (Are there key positions that he should hire to fill?). The case also features lively exhibits that illustrate Abrahams's value proposition, analyze his business model and revenue sources, and so forth.
Keywords
Entrepreneurship; Selection and Staffing; Human Capital; Growth and Development Strategy; Brands and Branding; Personal Development and Career
Citation
Groysberg, Boris, and Michael Slind. "Marc Abrahams: Annals of an Improbable Entrepreneur." Harvard Business School Case 409-013, September 2008. (Revised October 2008.)