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- February 2021
- Case
Threadless: The Renewal of an Online Community
By: Shane Greenstein, Karim Lakhani and Christian Godwin
Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operate its...
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Keywords:
Business Model;
Decision Making;
Entrepreneurship;
Innovation and Invention;
Leading Change;
Management;
Marketing;
Product Launch;
Operations;
Supply Chain;
Distribution;
Networks;
Sales;
Strategy;
Adaptation;
Technology;
Software;
Technology Platform;
Apparel and Accessories Industry;
Technology Industry;
North America
- Fall 2020
- Article
Christo and Jeanne‐Claude: The Negotiation of Art and Vice Versa
Over the past two decades the Program on Negotiation at Harvard Law School (PON) has named thirteen people as Great Negotiators. The project, directed by my colleague Jim Sebenius, has given us the opportunity to commend our honorees’ outstanding work and to learn from...
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- July 2020 (Revised October 2020)
- Case
Live Nation and Pharrell Williams
By: Anita Elberse and Kate Christensen
“We’re in business together, and whether we lose a few million dollars or make a few million dollars, let’s do this. If you think you can pull it off, I’m behind you.” Michael Rapino, chief executive officer of Live Nation, the world’s leading live entertainment...
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- June 2020
- Teaching Note
Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael Beverland
Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is...
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- May 2020 (Revised August 2020)
- Case
Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music....
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- October 2019 (Revised May 2021)
- Case
Gupta Media: Performance Marketing in the Digital Age
By: 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...
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- October 2019 (Revised April 2020)
- Case
Carme Ruscalleda: The Chef as an Artist
By: Boris Groysberg, Carin-Isabel Knoop and Annelena Lobb
In October 2018, Chef Carme Ruscalleda, the most-starred woman chef in the world at the time, closed the doors of her Restaurant Sant Pau (Sant Pau), as she had on almost every night for the past 30 years—this time for the last time. Ruscalleda had opened the...
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- October 2019
- Case
Street Symphony: Making Human Connections Through Music
By: Rohit Deshpandé
To Vijay Gupta, music was sacred. A highly accomplished and renowned violinist with The Los Angeles Philharmonic, Gupta believed the act of making and performing music was a deeply spiritual practice — one that had the power to heal audiences and musicians...
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- October 2019 (Revised December 2019)
- Case
Swizz Beatz and Alicia Keys: A Power Couple
By: Boris Groysberg, Annelena Lobb and Sarah Mehta
Set in 2018, this case follows married couple and music industry titans Swizz Beatz and Alicia Keys as they consider how best to use their platforms to achieve their goals. Since achieving professional success in the music industry early in their lives, Swizz and Keys...
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- January 2019 (Revised March 2021)
- Case
SoundCloud: Subscription Streaming?
Established in 2007, SoundCloud already boasted the second largest number of active music listeners among all streaming services and was recognized as the go-to platform for new artists by early 2014. Yet, its founders were questioning the robustness of the firm’s...
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Keywords:
Audio;
Recording;
Artist;
Music;
Music Downloads;
Streaming;
Radio;
Subscription;
Subscription Model;
Mainstream;
Growth;
Lawsuit;
Licensing;
Customers;
Platform;
Pivot;
Music Entertainment;
Strategy;
Leadership;
Business Model;
Decision Making;
Advertising;
Music Industry;
Europe;
Germany;
Sweden;
United States
- January 2019 (Revised February 2020)
- Case
World Wrestling Entertainment, Inc.
By: Anita Elberse and Melissa Rodman
World Wrestling Entertainment, Inc. (WWE) develops and presents scripted hero-versus-villain storylines featuring its wrestlers at hundreds of live events—on several weekly television shows, on its own over-the-top streaming service, and on social media—to millions of...
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- March 2018 (Revised October 2019)
- Case
Yo-Yo Ma and Silkroad
Silkroad—a cross-cultural music collaboration that world-famous cellist Yo-Yo Ma had spearheaded since 1998, was preparing to celebrate its 20th anniversary. In parallel, Ma was stepping back from his role as the organization’s Artistic Director. Silkroad had come of...
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- January 2018
- Case
Tomer Zvulun and The Atlanta Opera: At Crossroads (A)
By: Michael L. Tushman and Kerry Herman
In 2017, Tomer Zvulun, the CEO and artistic director of The Atlanta Opera, was considering next steps. Zvulun had adapted quickly to the new, dual role of chief executive and artistic director, although there had been a steep learning curve. As he gained traction, the...
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- November 2017
- Teaching Note
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big...
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Keywords:
Brands;
Brand ＆ Product Management;
Big Data;
＂Marketing Analytics＂;
Consumer Behavior;
Predictive Analytics;
Forecasting;
Preferences;
Operation Management;
Distribution Channels;
Marketing;
Marketing Channels;
Marketing Strategy;
Brands and Branding;
Forecasting and Prediction;
Data and Data Sets;
Retail Industry;
Fashion Industry;
Apparel and Accessories Industry;
United States;
North America
- June 2017
- Case
AKB48: Going Global? (A)
By: Juan Alcácer, Kotaro Sasamoto, Tee Chayakul and Mayuka Yamazaki
After a remarkable success in Japan, the producer of the Japanese female singing group AKB48 evaluates market opportunities overseas for his artistic creation. This case introduces the business model behind the AKB48 concept and allows students to identify what...
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Keywords:
Brand Building;
Brand Extension;
Culture-based Products;
Global Products;
Differentiation;
Intellectual Property;
International Business;
Local Products;
Strategy;
Value Capture;
Market Entry and Exit;
Music Entertainment;
Business Model;
Global Strategy;
Global Range;
Brands and Branding;
Value Creation;
Expansion;
Music Industry;
Japan;
China;
Indonesia;
Taiwan;
Philippines;
Thailand;
South Korea
- May 2017 (Revised March 2018)
- Case
Predicting Consumer Tastes with Big Data at Gap
By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big...
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Keywords:
Retailing;
Preference Elicitation;
Big Data;
Predictive Analytics;
Artificial Intelligence;
E-commerce;
Fashion;
Marketing;
Marketing Strategy;
Marketing Channels;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Data and Data Sets;
Forecasting and Prediction;
Apparel and Accessories Industry;
Consumer Products Industry;
Fashion Industry;
Retail Industry;
United States;
Canada;
North America
- July 2016
- Case
Spotify
By: Anita Elberse and Alexandre de Pfyffer
In November 2014, Spotify's chief content officer Ken Parks learns that record label Big Machine Records has requested the immediate removal of superstar artist Taylor Swift's entire catalogue from Spotify's music streaming service. Is it time for Spotify to reconsider...
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Keywords:
Entertainment;
Marketing;
Superstar;
Music;
Entertainment Marketing;
Media;
Digital Technology;
Creative Industries;
Product Portfolio Management;
General Management;
Management;
Strategy;
Online Technology;
Open Source Distribution;
Creativity;
Music Entertainment;
Product Marketing;
Music Industry
- November 2015
- Case
Wynton Marsalis & Jazz at Lincoln Center
By: Rohit Deshpandé
Under the leadership of artistic director Wynton Marsalis, Jazz at Lincoln Center (JALC) hosts performances and education events year-round for audiences in New York and across the United States. Despite the popularity of JALC's events, however, the U.S. audience for...
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- October 2015
- Case
BandPage (A)
By: Karim R. Lakhani, Colin Maclay and Greta Friar
BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began...
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- July 2015 (Revised April 2016)
- Case
Lomography: Analog in a Digital World
By: John T. Gourville, Karol Misztal and Emer Moloney
In spite of the world's move to digital photography, in 2013 Lomography continues to design and offer analog (film) cameras to a loyal following of artistic photographers. Now it must decide whether to stick to its traditional offerings, to expand into artistic lenses...
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