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    • Faculty Publications  (91)

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    • All HBS Web  (6,220)
      • Faculty Publications  (91)

      Digital Media Remove Digital Media →

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      Named a Power Player in Digital Media
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      • Winter 2021
      • Article

      Dealmaking Disrupted: The Unexplored Power of Social Media in Negotiation

      By: James K. Sebenius, Ben Cook, David A. Lax, Isaac Silberberg and Paul Levy
      While social media has had profound effects in many realms, the theory and practice of negotiation have remained relatively untouched by this potent phenomenon. In this article, we survey existing research in this area and develop a broader framework for understanding...  View Details
      Keywords: Social Media; Bargaining; 3d Negotiation; Negotiation; Conflict And Resolution
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      Sebenius, James K., Ben Cook, David A. Lax, Isaac Silberberg, and Paul Levy. "Dealmaking Disrupted: The Unexplored Power of Social Media in Negotiation." Special Issue on Artificial Intelligence, Technology, and Negotiation. Negotiation Journal 37, no. 1 (Winter 2021): 97–141.
      • 2020
      • Working Paper

      Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?

      By: Alvin J. Silk and Ernst R. Berndt
      The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications...  View Details
      Keywords: Economy; Advertising; Spending; media
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      Silk, Alvin J., and Ernst R. Berndt. "Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?" NBER Working Paper Series, No. 28161, December 2020.
      • September 2020
      • Case

      The Indian Premier League, 2020

      By: John R. Wells and Benjamin Weinstock
      Since its founding in 2008, the Indian Premier League (IPL), India’s eight-week Twenty20 (T20) cricket competition, had become one of the most popular and lucrative sporting leagues in the world. In 2019, the IPL attracted 462 million TV viewers and 300 million digital...  View Details
      Keywords: Sports; Organizational Structure; Marketing; Health Pandemics; Organizational Change And Adaptation; Growth And Development Strategy; Sports Industry; India
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      Wells, John R., and Benjamin Weinstock. "The Indian Premier League, 2020." Harvard Business School Case 721-362, September 2020.
      • 2020
      • Book

      Capitalism at Risk: How Business Can Lead

      By: Joseph L. Bower, Dutch Leonard and Lynn S. Paine
      Who should take the lead in fixing market capitalism? Business—not government alone. The spread of capitalism worldwide has made people wealthier than ever before. But capitalism's future is far from assured. Pandemics, income inequality, resource depletion, mass...  View Details
      Keywords: Capitalism; Business And Society; Economic Systems; Economic Growth; Policy; Leading Change; Corporate Social Responsibility And Impact; Business And Community Relations; Corporate Strategy
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      Bower, Joseph L., Dutch Leonard, and Lynn S. Paine. Capitalism at Risk: How Business Can Lead. Updated and expanded ed. Boston: Harvard Business Review Press, 2020.
      • June 2020 (Revised October 2020)
      • Case

      Time Out: The Evolution from Media to Markets

      By: Kate Barasz and Eva Ascarza
      In February 2020, Time Out’s chief executive officer Julio Bruno is evaluating the strategic direction of the company. Over the span of five decades, Time Out—the global media and entertainment brand—had gone from a self-published counterculture publication in London...  View Details
      Keywords: Branding; Media Businesses; Hospitality; Hospitality Industry; digital; Brands And Branding; media; Marketing; Marketing Strategy; Organizational Change And Adaptation; Strategy; media And Broadcasting Industry; Food And Beverage Industry; United Kingdom; United States
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      Barasz, Kate, and Eva Ascarza. "Time Out: The Evolution from Media to Markets." Harvard Business School Case 520-128, June 2020. (Revised October 2020.)
      • June 2020
      • Background Note

      Customer Management Dynamics and Cohort Analysis

      By: Elie Ofek, Barak Libai and Eitan Muller
      The digital revolution has allowed companies to amass considerable amounts of data on their customers. Using this information to generate actionable insights is fast becoming a critical skill that firms must master if they wish to effectively compete and win in today’s...  View Details
      Keywords: Cohort Analysis; Customers; Data And Data Sets; Segmentation; Analysis; Customer Value And Value Chain
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      Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Management Dynamics and Cohort Analysis." Harvard Business School Background Note 520-122, June 2020.
      • June 2020
      • Case

      In-housing Digital Marketing at Sprint Corp.

      By: David E. Bell, Rajiv Lal and Olivia Hull
      In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions...  View Details
      Keywords: Advertising; Online Advertising; Transformation; Talent And Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States
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      Bell, David E., Rajiv Lal, and Olivia Hull. "In-housing Digital Marketing at Sprint Corp." Harvard Business School Case 520-026, June 2020.
      • May 18, 2020
      • Article

      Media Bias? But Not What You Think It Is

      By: Frank V. Cespedes
      The media are often accused of political bias. But news outlets reflect many political beliefs in a fragmented media environment. However, an almost across-the-board bias is how news media talk about digital business, and the pandemic has exacerbated that bias, which...  View Details
      Keywords: Bias; Digital Business; media; Disruption; Health Pandemics
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      Cespedes, Frank V. "Media Bias? But Not What You Think It Is." Medium (May 18, 2020).
      • April 2020
      • Teaching Note

      Glossier: Co-Creating a Cult Brand with a Digital Community

      By: Jill Avery
      Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution...  View Details
      Keywords: Digital Marketing; Crowdsourcing; Social Media; Crm; Startup; Direct-to-consumer; Dtc; Marketing; Marketing Strategy; Brands And Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Beauty And Cosmetics Industry; United States
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      Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Teaching Note 520-099, April 2020.
      • April 2020
      • Article

      Digital Emotion Contagion

      By: Amit Goldenberg and James J. Gross
      People spend considerable time on digital media, and during this time they are often exposed to others’ emotion expressions. This exposure can lead their own emotion expressions to become more like others’ emotion expressions, a process we refer to as digital emotion...  View Details
      Keywords: Emotion; Emotion Contagion; Digital Media; Social Media; Emotions; media; Online Technology; Measurement And Metrics
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      Goldenberg, Amit, and James J. Gross. "Digital Emotion Contagion." Trends in Cognitive Sciences 24, no. 4 (April 2020): 316–328.
      • March 2020
      • Case

      Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire

      By: Ayelet Israeli, Danilo Tauro and Sarah Gulick
      This case provides a post-mortem of the advertising technology (adtech) company Sizmek. Sizmek grew via multiple acquisitions, with the vision of becoming an integrated adtech company that could leverage AI to buy digital media, while creating and serving display and...  View Details
      Keywords: Online Advertising; Insolvency And Bankruptcy; Mergers And Acquisitions; Software; Internet; Competition; Marketing; Advertising Industry; Web Services Industry; United States; Europe
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      Israeli, Ayelet, Danilo Tauro, and Sarah Gulick. "Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire." Harvard Business School Case 520-087, March 2020.
      • March 2020
      • Case

      Minneapolis Star Tribune

      By: Joseph L. Bower, Elizabeth Hansen and Michael Norris
      In the summer of 2019, Mike Klingensmith, CEO of the Minneapolis Star Tribune, the Twin Cities metro region’s largest newspaper, reviewed subscription trends and plans for future experimentation. The newspaper industry across the U.S. had suffered a steep decline for...  View Details
      Keywords: Financial Performance; Industry Evolution; Business Earnings; Organizational Change And Adaptation; Strategic Planning; Journalism And News Industry; Minnesota
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      Bower, Joseph L., Elizabeth Hansen, and Michael Norris. "Minneapolis Star Tribune." Harvard Business School Case 920-302, March 2020.
      • December 2019
      • Case

      Gary Vaynerchuk: #GaryVee

      By: Laura Huang and Sarah Mehta
      Fresh out of a public social media debacle, Gary Vaynerchuk needs to reconsider the approach he takes in leading his digital media agency, VaynerMedia. Founded in 2009 by Gary and his brother AJ, VaynerMedia has grown into an unconventional creative marketing agency....  View Details
      Keywords: Social Media; Entrepreneurship; Leadership Style; Personal Characteristics; Business Growth And Maturation; Marketing
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      Huang, Laura, and Sarah Mehta. "Gary Vaynerchuk: #GaryVee." Harvard Business School Case 420-083, December 2019.
      • November 2019 (Revised April 2020)
      • Case

      Purple Innovation, Inc.: The Online to Offline Marketing Challenge

      By: Elie Ofek and Nakisha Williams
      This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its...  View Details
      Keywords: Digital Marketing; Offline Sales; Marketing Strategy; Online Advertising; Growth And Development Strategy; Consumer Products Industry; Retail Industry
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      Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)
      • October 2019 (Revised January 2020)
      • Case

      Fixing Facebook: Fake News, Privacy, and Platform Governance

      By: David Yoffie and Daniel Fisher
      Mark Zuckerberg founded Facebook based on the idea that connecting people was a fundamentally good thing—and a way to turn a handsome profit. But from the beginning, Facebook received criticism both for how it handled user privacy and how it curated user-generated...  View Details
      Keywords: Platform; Governance; Privacy; Internet; Corporate Governance; Ethics; Business And Government Relations; Strategy; Web Services Industry
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      Yoffie, David, and Daniel Fisher. "Fixing Facebook: Fake News, Privacy, and Platform Governance." Harvard Business School Case 720-400, October 2019. (Revised January 2020.)
      • October 2019 (Revised August 2020)
      • 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...  View Details
      Keywords: Digital Marketing; Social Media; Marketing; Online Advertising; Performance; Measurement And Metrics; Advertising Industry
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      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.)
      • September 2019 (Revised December 2019)
      • Case

      Blenheim Chalcot

      By: John R. Wells and Benjamin Weinstock
      In April 2019, Manoj Badale and Charles Mindenhall, co-founders of Blenheim Chalcot, were contemplating how they might go about developing their portfolio. Since founding the company as an internet consultancy called netdecisions in 1998, Badale and Mindenhall had...  View Details
      Keywords: Venture Capital; Entrepreneurship; Business Model; Growth And Development Strategy; United Kingdom; United States; India
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      Wells, John R., and Benjamin Weinstock. "Blenheim Chalcot." Harvard Business School Case 720-381, September 2019. (Revised December 2019.)
      • August 2019
      • Case

      Rand Fishkin at Moz (A)

      By: Thomas R. Eisenmann
      In 2016, senior management at Moz, a venture capital–backed startup providing software tools for digital marketing professionals, must decide how to address a looming cash flow crisis precipitated by failed efforts to broaden its product line. Seattle-based Moz had...  View Details
      Keywords: Startups; Scaling; Entrepreneurship; Failure; Business Startups; Diversification; Growth Management; Technology Industry
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      Eisenmann, Thomas R. "Rand Fishkin at Moz (A)." Harvard Business School Case 820-002, August 2019.
      • 2019
      • Working Paper

      The Comprehensive Effects of a Digital Paywall Sales Strategy

      By: Doug J. Chung, Ho Kim and Reo Song
      This paper explores the multiple and comprehensive effects of a digital paywall sales strategy, an increasingly common means of go-to-market for media firms. Specifically, we examine the effects of a digital paywall on a media firm’s two sources of income—subscription...  View Details
      Keywords: Digital Paywall; Demand Substitution; Spillover Effect; Synthetic Control; Sales; Strategy; media; Newspapers; Publishing Industry
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      Chung, Doug J., Ho Kim, and Reo Song. "The Comprehensive Effects of a Digital Paywall Sales Strategy." Harvard Business School Working Paper, No. 19-118, May 2019.
      • January 2019
      • Teaching Note

      Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

      By: Ayelet Israeli
      Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a...  View Details
      Keywords: Dtc; Direct To Consumer Marketing; Health Care; E-commerce; Mobile; Digital Marketing; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; Social Media; A/b Testing; Crm; Advertising; Marketing; Marketing Channels; Marketing Strategy; media; Brands And Branding; Marketing Communications; Online Advertising; Acquisition; Growth And Development Strategy; Customer Focus And Relationships; Consumer Behavior
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      Israeli, Ayelet. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Teaching Note 519-056, January 2019.
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