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• Case | HBS Case Collection | July 2019 (Revised August 2020)

  Peabody Essex Museum: What Next?

  V. Kasturi Rangan and Jeffrey F. Rayport

  • The case describes the 25-year transformation of Peabody Essex Museum, which was created in 1993 by the merger of two sub-scale predecessor cultural institutions, operating since 1799, in Salem, Massachusetts. Dan Monroe, its founding CEO, began a process of building the institution, which, when he arrived, had a budget of $3 million and an endowment of $23 million in 1993, as compared to a budget of $33 million and an endowment of $650 million in 2018. Monroe made changes in practically every aspect of the museum’s operations as PEM broke into the ranks of the top 15 museums in the U.S. All of this was happening at a time when museums in general had lost some 20% in visitation as a result of significant shifts in population demographics and what they understood by “cultural experience.” As Dan Monroe handed off the reins of an institution that had successfully run counter to trend to his successor in 2019, the trustees of the museum and its new CEO faced the challenge of how to keep the positive momentum going – and how potentially to reinvent PEM again for a rapidly changing world.

  Keywords: museums; Strategy; Leadership; Transformation; Innovation Leadership; Strategic Planning;

  Citation:

  Rangan, V. Kasturi, and Jeffrey F. Rayport. "Peabody Essex Museum: What Next?" Harvard Business School Case 520-009, July 2019. (Revised August 2020.)  View Details

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• Supplement | HBS Case Collection | October 2019 (Revised August 2020)

  Gupta Media: Governors Ball Ad Spending and Ticket Sales Data

  V. Kasturi Rangan and Courtney Han

  Citation:

  Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Governors Ball Ad Spending and Ticket Sales Data." Harvard Business School Spreadsheet Supplement 520-706, October 2019. (Revised August 2020.)  View Details

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• Case | HBS Case Collection | October 2019 (Revised August 2020)

  Gupta Media: Performance Marketing in the Digital Age

  V. Kasturi Rangan and Courtney Han

  Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists and music festivals. Because its media placements were carefully optimized, it was able to return a high degree of performance on the marketing dollar for its clients. The case focuses on how to optimize performance for two such clients, the Governors Ball Music Festival in NY and Fender Play (a musical instrument company). The case ends with the question of whether such performance marketing techniques can be applied to consumer packaged goods (Red Bull) sold through indirect distribution.

  Keywords: digital marketing; social media; Marketing; Online Advertising; Performance; Measurement and Metrics; Advertising Industry;

  Citation:

  Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. (Revised August 2020.)  View Details

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