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    • All HBS Web  (2,846)
      • Faculty Publications  (103)

      Collaborative Marketing Remove Collaborative Marketing →

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      Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum
      Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum
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      • January 2021
      • Case

      eToro: Building the World's Largest Social Trading Network

      By: Elie Ofek and Danielle Golan
      Social trading platform eToro was preparing for the launch of its expanded offering in the U.S. The company faced critical decisions regarding product-market fit, go-to-market strategy, positioning and monetization. Moreover, it faced the challenge of how best to make...  View Details
      Keywords: Social Trading Platform; Investment; Social and Collaborative Networks; Marketing Strategy; Expansion
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      Ofek, Elie, and Danielle Golan. "eToro: Building the World's Largest Social Trading Network." Harvard Business School Case 521-057, January 2021.
      • February 2020
      • Case

      Leading Change in Talent at L'Oréal

      By: Lakshmi Ramarajan, Vincent Dessain and Emer Moloney
      Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L’Oréal. He is now responsible for the hiring, development, promotion, and retention of 83,000 employees worldwide. The highly successful...  View Details
      Keywords: Advertising; Business Headquarters; Business Divisions; Business Organization; Change; Change Management; Transformation; Competency and Skills; Experience and Expertise; Talent and Talent Management; Demographics; Diversity; Gender; Nationality; Multinational Firms and Management; Human Resources; Employees; Recruitment; Retention; Selection and Staffing; Innovation and Management; Jobs and Positions; Employment; Human Capital; Leadership; Leadership Development; Leadership Style; Leading Change; Management Practices and Processes; Marketing; Brands and Branding; Product Marketing; Organizations; Organizational Change and Adaptation; Organizational Structure; Personal Development and Career; Planning; Strategic Planning; Problems and Challenges; Networks; Social Psychology; Attitudes; Power and Influence; Social and Collaborative Networks; Business Strategy; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; France; Paris
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      Ramarajan, Lakshmi, Vincent Dessain, and Emer Moloney. "Leading Change in Talent at L'Oréal." Harvard Business School Case 420-106, February 2020.
      • December 2019
      • Case

      Steemit: A New Social Media?

      By: Ramon Casadesus-Masanell, Alexander White and Karen Elterman
      This case discusses the alternative social media site Steemit, including the principles it was founded on in 2016 and the challenges it faced in 2019. Steemit was a blockchain-based platform that aimed to differentiate itself from other social media companies by...  View Details
      Keywords: Social Media; Decision Making; Decisions; Voting; Economic Systems; Money; Fairness; Values and Beliefs; Goals and Objectives; Market Platforms; Product Design; Design; Problems and Challenges; Network Effects; Motivation and Incentives; Social and Collaborative Networks; Reputation; Business Strategy; Competition; Online Technology; Entertainment and Recreation Industry; United States; Virginia; New York (city, NY)
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      Casadesus-Masanell, Ramon, Alexander White, and Karen Elterman. "Steemit: A New Social Media?" Harvard Business School Case 720-428, December 2019.
      • September 2019
      • Case

      JTC: Stronger Together with Shared Ownership

      By: Ethan Bernstein and Daniela Beyersdorfer
      Nigel Le Quesne, CEO of Jersey-based financial services firm JTC, firmly believed that "shared ownership" was at the heart of his company’s successful track record. The firm had seen its revenues, profits, and number of clients and staff grow steadily throughout its...  View Details
      Keywords: Ownership; Employee Ownership; Leadership Style; Compensation and Benefits; Organizational Culture; Employee Stock Ownership Plan; Going Public; Mission and Purpose; Management Practices and Processes; Human Resources; Financial Services Industry; Channel Islands; Europe; United States
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      Bernstein, Ethan, and Daniela Beyersdorfer. "JTC: Stronger Together with Shared Ownership." Harvard Business School Case 420-008, September 2019.
      • September 2019 (Revised September 2019)
      • Case

      Facebook Fake News in the Post-Truth World

      By: John R. Wells, Carole A. Winkler and Benjamin Weinstock
      In August 2019, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The first major storm of protest followed the surprise election of Donald Trump as President of the United States on November 8, 2016; many put the blame at the door of fake...  View Details
      Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networks; Partisanship; Social Media; App Development; Instagram; Whatsapp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Social Networking; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Online Advertising; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Communication; Communication Technology; Forms of Communication; Interactive Communication; Interpersonal Communication; Talent and Talent Management; Crime and Corruption; Voting; Demographics; Entertainment; Games, Gaming, and Gambling; Moral Sensibility; Values and Beliefs; Initial Public Offering; Profit; Revenue; Geography; Geographic Location; Global Range; Local Range; Country; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Government and Politics; International Relations; National Security; Political Elections; Business History; Recruitment; Selection and Staffing; Information Management; Information Publishing; News; Newspapers; Innovation and Management; Innovation Strategy; Technological Innovation; Knowledge Dissemination; Human Capital; Law; Leadership Development; Leadership Style; Leading Change; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Management Style; Management Systems; Management Teams; Managerial Roles; Marketing Channels; Social Marketing; Network Effects; Market Entry and Exit; Market Platforms; Two-Sided Platforms; Marketplace Matching; Industry Growth; Industry Structures; Monopoly; Media; Product Development; Service Delivery; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Public Ownership; Problems and Challenges; Business and Community Relations; Business and Government Relations; Groups and Teams; Networks; Rank and Position; Opportunities; Behavior; Emotions; Identity; Power and Influence; Prejudice and Bias; Reputation; Social and Collaborative Networks; Status and Position; Trust; Society; Civil Society or Community; Culture; Public Opinion; Social Issues; Societal Protocols; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customization and Personalization; Diversification; Expansion; Horizontal Integration; Segmentation; Information Technology; Internet; Mobile Technology; Online Technology; Software; Technology Networks; Technology Platform; Web; Web Sites; Wireless Technology; Valuation; Advertising Industry; Communications Industry; Entertainment and Recreation Industry; Information Industry; Information Technology Industry; Journalism and News Industry; Media and Broadcasting Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; California; Sunnyvale; Russia
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      Wells, John R., Carole A. Winkler, and Benjamin Weinstock. "Facebook Fake News in the Post-Truth World." Harvard Business School Case 720-373, September 2019. (Revised September 2019.)
      • May 2019 (Revised January 2020)
      • Case

      The Video-Streaming Wars in 2019: Can Disney Catch Netflix?

      By: Anita Elberse and Monica Cody
      Bob Iger, CEO of entertainment conglomerate Disney, thrilled investors with details about Disney’s upcoming foray into video streaming in April 2019. Disney’s move was only the latest in a series of actions taken by new and established entertainment companies in a...  View Details
      Keywords: Television; Entertainment; Media; Television Entertainment; Management; Strategy; Disruption; Technology; Competition; Media and Broadcasting Industry; Entertainment and Recreation Industry
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      Elberse, Anita, and Monica Cody. "The Video-Streaming Wars in 2019: Can Disney Catch Netflix?" Harvard Business School Case 519-094, May 2019. (Revised January 2020.)
      • Article

      Four Things No One Will Tell You About ESG Data

      By: Sakis Kotsantonis and George Serafeim
      As the ESG finance field and the use of ESG data in investment decision-making continue to grow, the authors seek to shed light on several important aspects of ESG measurement and data. This article is intended to provide a useful guide for the rapidly rising number of...  View Details
      Keywords: Esg; Esg (environmental, Social, Governance) Performance; Esg Reporting; Data Analytics; Sustainability; Sustainability Reporting; Csr; Transparency; Investment Management; Socially Responsible Investing; Sustainable Finance; Sustainable Development; Inclusion; Inclusive Growth; Corporate Social Responsibility and Impact; Corporate Accountability; Investment; Management; Climate Change; Corporate Governance; Diversity; Integrated Corporate Reporting
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      Kotsantonis, Sakis, and George Serafeim. "Four Things No One Will Tell You About ESG Data." Journal of Applied Corporate Finance 31, no. 2 (Spring 2019): 50–58.
      • 2019
      • Article

      When Gender Diversity Makes Firms More Productive

      By: Stephen Turban, Dan Wu and Letian Zhang
      Does diversity make a company more productive? Many say yes—some researchers argue that gender diversity leads to more innovative thinking and signals to investors that a company is competently run. Others say no—conflicting research indicates that gender diversity can...  View Details
      Keywords: Gender; Diversity; Performance; Performance Productivity
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      Turban, Stephen, Dan Wu, and Letian Zhang. "When Gender Diversity Makes Firms More Productive." Harvard Business Review (website) (February 11, 2019).
      • January 2019 (Revised February 2020)
      • Case

      Should a Pension Fund Try to Change the World? Inside GPIF's Embrace of ESG

      By: Rebecca Henderson, George Serafeim, Josh Lerner and Naoko Jinjo
      In the fall of 2018, Hiro Mizuno, the Chief Investment Officer (CIO) of GPIF, the Japanese Government Pension Fund, was reflecting on his efforts to integrate Environmental, Social and Governance (ESG) issues into every aspect of GPIF’s portfolio. His efforts ranged...  View Details
      Keywords: Pension Funds; Esg (environmental, Social, Governance) Performance; Investment Funds; Environmental Sustainability; Social Issues; Governance; Leading Change; Economy; Performance Improvement; Japan
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      Henderson, Rebecca, George Serafeim, Josh Lerner, and Naoko Jinjo. "Should a Pension Fund Try to Change the World? Inside GPIF's Embrace of ESG." Harvard Business School Case 319-067, January 2019. (Revised February 2020.)
      • 2018
      • Working Paper

      The Contribution of High-Skilled Immigrants to Innovation in the United States

      By: Shai Benjamin Bernstein, Rebecca Diamond, Timothy McQuade and Beatriz Pousada
      We characterize the contribution of immigrants to US innovation, both through their direct productivity as well as through their indirect spillover effects on their native collaborators. To do so, we link patent records to a database containing the first five digits of...  View Details
      Keywords: Innovation; Economic Growth; Immigrants; Innovation Strategy; Collaborative Innovation and Invention
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      Bernstein, Shai Benjamin, Rebecca Diamond, Timothy McQuade, and Beatriz Pousada. "The Contribution of High-Skilled Immigrants to Innovation in the United States." Working Paper, November 2018.
      • August 2018 (Revised April 2019)
      • Supplement

      Chateau Winery (B): Supervised Learning

      By: Srikant M. Datar and Caitlin N. Bowler
      This case builds directly on “Chateau Winery (A).” In this case, Bill Booth, marketing manager of a regional wine distributor, shifts to supervised learning techniques to try to predict which deals he should offer to customers based on the purchasing behavior of those...  View Details
      Keywords: Data Science; Clustering; Data and Data Sets; Customers; Marketing; Analysis
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      Datar, Srikant M., and Caitlin N. Bowler. "Chateau Winery (B): Supervised Learning." Harvard Business School Supplement 119-024, August 2018. (Revised April 2019.)
      • May 2018
      • Case

      The Multiple Myeloma Research Foundation's Answer Fund

      By: Richard G. Hamermesh and Matthew G. Preble
      Keywords: Data Analytics; Customer Focus and Relationships; Customer Relationship Management; Cost vs Benefits; Investment Return; Health Care and Treatment; Innovation Leadership; Intellectual Property; Knowledge Sharing; Knowledge Dissemination; Leadership; Leading Change; Resource Allocation; Goals and Objectives; Marketing Communications; Performance; Programs; Projects; Business and Community Relations; Business and Stakeholder Relations; Networks; Partners and Partnerships; Research and Development; Genetics; Behavior; Motivation and Incentives; Social and Collaborative Networks; Nonprofit Organizations; Strategy; Health Industry; Pharmaceutical Industry; Biotechnology Industry; United States
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      Hamermesh, Richard G., and Matthew G. Preble. "The Multiple Myeloma Research Foundation's Answer Fund." Harvard Business School Case 818-045, May 2018.
      • May 2018 (Revised October 2019)
      • Case

      Managing the Future of Work

      By: William R. Kerr, Allison Ciechanover and Jeff Huizinga
      By 2019, leaders from the public and private sector had become increasingly anxious about how advanced technologies and aging global populations could affect labor markets, workplaces, and workers’ lives. Some analysts forecasted that hundreds of millions of workers...  View Details
      Keywords: Labor Markets; Workplace; Employment; Technological Innovation; Demographics; Organizational Change and Adaptation; Change Management; Problems and Challenges; Opportunities
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      Kerr, William R., Allison Ciechanover, and Jeff Huizinga. "Managing the Future of Work." Harvard Business School Case 818-128, May 2018. (Revised October 2019.)
      • March 2018
      • Teaching Note

      ISRO: Explore Space or Exploit CubeSats?

      By: Prithwiraj Choudhury
      ISRO, India’s space agency, established to address domestic challenges with space technology, is one of the six largest space agencies in the world. Through its 59 missions, ISRO has launched numerous satellites for communication, disaster management, navigation,...  View Details
      Keywords: Strategic Planning; Decision Choices and Conditions; Operations; Management; Aerospace Industry; India
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      Choudhury, Prithwiraj. "ISRO: Explore Space or Exploit CubeSats?" Harvard Business School Teaching Note 618-049, March 2018.
      • November 2017
      • Teaching Note

      Facebook Fake News in the Post-Truth World

      By: John R. Wells and Gabriel Ellsworth
      Teaching Note for HBS No. 717-473. In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and...  View Details
      Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networking; Social Networks; Partisanship; Social Media; App Development; Instagram; Whatsapp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Online Advertising; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Communication; Communication Technology; Forms of Communication; Interactive Communication; Interpersonal Communication; Talent and Talent Management; Crime and Corruption; Voting; Demographics; Entertainment; Games, Gaming, and Gambling; Moral Sensibility; Values and Beliefs; Initial Public Offering; Profit; Revenue; Geography; Geographic Location; Global Range; Local Range; Country; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Government and Politics; International Relations; National Security; Political Elections; Business History; Recruitment; Selection and Staffing; Information Management; Information Publishing; News; Newspapers; Innovation and Management; Innovation Strategy; Technological Innovation; Knowledge Dissemination; Human Capital; Law; Leadership Development; Leadership Style; Leading Change; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Management Style; Management Systems; Management Teams; Managerial Roles; Marketing Channels; Social Marketing; Network Effects; Market Entry and Exit; Market Platforms; Two-Sided Platforms; Marketplace Matching; Industry Growth; Industry Structures; Monopoly; Media; Product Development; Service Delivery; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Public Ownership; Problems and Challenges; Business and Community Relations; Business and Government Relations; Groups and Teams; Networks; Rank and Position; Opportunities; Behavior; Emotions; Identity; Power and Influence; Prejudice and Bias; Reputation; Social and Collaborative Networks; Status and Position; Trust; Society; Civil Society or Community; Culture; Public Opinion; Social Issues; Societal Protocols; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customization and Personalization; Diversification; Expansion; Horizontal Integration; Segmentation; Information Technology; Internet; Mobile Technology; Online Technology; Software; Technology Networks; Technology Platform; Web; Web Sites; Wireless Technology; Valuation; Advertising Industry; Communications Industry; Entertainment and Recreation Industry; Information Industry; Information Technology Industry; Journalism and News Industry; Media and Broadcasting Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; California; Sunnyvale; Russia
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      Wells, John R., and Gabriel Ellsworth. "Facebook Fake News in the Post-Truth World." Harvard Business School Teaching Note 718-456, November 2017.
      • November 2017
      • Teaching Note

      Tencent

      By: John R. Wells and Gabriel Ellsworth
      Teaching Note for HBS No. 718-426. Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking...  View Details
      Keywords: Tencent; Tencent Holdings; Wechat; Social Networking; Social Networks; Gaming; Gaming Industry; Video Games; Computer Games; Mobile Gaming; Portals; Payments; Mobile Payments; O2o; Online-to-offline; E-commerce; Messaging; Subscription Model; Freemium; Mobile App Industry; Smartphone; Pc; Monetization Strategy; Antitrust; Streaming; Cloud Computing; Artificial Intelligence; Big Data; Alibaba; Facebook; Jd.com; Tesla; Bundling; Synergies; Digital Strategy; Imitation; Licensing; Agility; Entry Barriers; Online Platforms; Advertising; Online Advertising; Business Ventures; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; Revenue; Geographic Scope; Cross-Cultural and Cross-Border Issues; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Business History; Innovation Strategy; Technological Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Product Positioning; Social Marketing; Network Effects; Market Entry and Exit; Market Platforms; Two-Sided Platforms; Industry Growth; Monopoly; Media; Distribution Channels; Service Delivery; Organizational Change and Adaptation; Organizational Structure; Public Ownership; Problems and Challenges; Business and Government Relations; Groups and Teams; Networks; Opportunities; Social and Collaborative Networks; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Cooperation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Vertical Integration; Information Technology; Internet; Mobile Technology; Online Technology; Search Technology; Software; Technology Networks; Technology Platform; Web; Web Sites; Wireless Technology; Value Creation; Emerging Markets; Product Development; Segmentation; Business Units; Communication; Profit; Communications Industry; Entertainment and Recreation Industry; Financial Services Industry; Information Industry; Information Technology Industry; Media and Broadcasting Industry; Motion Pictures and Video Industry; Music Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; Web Services Industry; Asia; China; Canton (province, China)
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      Wells, John R., and Gabriel Ellsworth. "Tencent." Harvard Business School Teaching Note 718-457, November 2017.
      • September 2017
      • Case

      Tencent

      By: John R. Wells and Gabriel Ellsworth
      Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking service provider with several of the...  View Details
      Keywords: Tencent; Tencent Holdings; Wechat; Social Networking; Social Networks; Gaming; Gaming Industry; Video Games; Computer Games; Mobile Gaming; Portals; Payments; Mobile Payments; O2o; Online-to-offline; E-commerce; Messaging; Subscription Model; Freemium; Mobile App Industry; Smartphone; Pc; Monetization Strategy; Antitrust; Streaming; Cloud Computing; Artificial Intelligence; Big Data; Alibaba; Facebook; Jd.com; Tesla; Bundling; Synergies; Digital Strategy; Imitation; Licensing; Agility; Entry Barriers; Online Platforms; Advertising; Online Advertising; Business Ventures; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Units; Business Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; Profit; Revenue; Geographic Scope; Cross-Cultural and Cross-Border Issues; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Business History; Innovation Strategy; Technological Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Product Positioning; Social Marketing; Network Effects; Emerging Markets; Market Entry and Exit; Market Platforms; Two-Sided Platforms; Industry Growth; Monopoly; Media; Distribution Channels; Product Development; Service Delivery; Organizational Change and Adaptation; Organizational Structure; Public Ownership; Problems and Challenges; Business and Government Relations; Groups and Teams; Networks; Opportunities; Social and Collaborative Networks; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Cooperation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Vertical Integration; Segmentation; Information Technology; Internet; Mobile Technology; Online Technology; Search Technology; Software; Technology Networks; Technology Platform; Web; Web Sites; Wireless Technology; Value Creation; Communications Industry; Entertainment and Recreation Industry; Financial Services Industry; Information Industry; Information Technology Industry; Media and Broadcasting Industry; Motion Pictures and Video Industry; Music Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; Web Services Industry; Asia; China; Canton (province, China)
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      Wells, John R., and Gabriel Ellsworth. "Tencent." Harvard Business School Case 718-426, September 2017.
      • September 2017 (Revised February 2018)
      • Case

      Becton Dickinson: Global Health Strategy

      By: Mark R. Kramer and Sarah Mehta
      Becton, Dickinson and Company (BD) was a medical technology firm headquartered in Franklin Lakes, New Jersey, with 43,000 employees and 2016 revenues of $12.5 billion. For several years, the company had pursued developing products that created shared value, defined as...  View Details
      Keywords: Shared Value; Creating Shared Value; Odon Device; Medical Technology; Value Creation; Values and Beliefs; Philanthropy and Charitable Giving; Health; Health Care and Treatment; Health Testing and Trials; Emerging Markets; Social Issues; Competitive Strategy; Medical Devices and Supplies Industry; Africa; Asia; Middle East
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      Kramer, Mark R., and Sarah Mehta. "Becton Dickinson: Global Health Strategy." Harvard Business School Case 718-406, September 2017. (Revised February 2018.)
      • August 2017
      • Supplement

      PTC: A Transformation to IoT (B)

      By: Rajiv Lal and Sarah McAra
      In 2013, manufacturing software company PTC Inc. entered the Internet of Things (IoT) market under the leadership of CEO Jim Heppelmann, but the company’s culture was not fully aligned with the new strategic direction. Historically, PTC's culture was defined by...  View Details
      Keywords: Internet Of Things; Corporate Culture; Human Resources
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      Lal, Rajiv, and Sarah McAra. "PTC: A Transformation to IoT (B)." Harvard Business School Supplement 518-021, August 2017.
      • March 2017 (Revised May 2019)
      • Case

      Marketing Transformation at Mastercard

      By: Sunil Gupta, Srinivas K. Reddy and David Lane
      Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders....  View Details
      Keywords: Mastercard; Financial Services; Ingredient Brand; B2b2c; Experiential Marketing; Digital Marketing; Roi; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Online Technology; Investment Return; Financial Services Industry
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      Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
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      Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum
      Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum
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