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All HBS Web
(4,293)
- Faculty Publications (1,228)
Digital →
- May 2009
- Conference Presentation
Bye Bye Bundles: The Impact of the Unbundling of Music in Digital Channels
By: Anita Elberse
- Apr 2009
- Keynote Speech
Digital Technology and Its Implications for Content Providers and Aggregators
By: Anita Elberse
- April 2009 (Revised August 2009)
- Case
Linden Lab: Crossing the Chasm
By: Thomas R. Eisenmann and Alison Berkley Wagonfeld
In early 2008, managers at Linden Lab, creator of the virtual world Second Life, faced decisions about the company's growth strategy. Despite profound initial skepticism about demand for a user-generated virtual world that was not a traditional game, Second Life had...
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Keywords:
Entrepreneurship;
Growth and Development Strategy;
Marketing Strategy;
Demand and Consumers;
Infrastructure;
Technology Adoption;
Digital Platforms
Eisenmann, Thomas R., and Alison Berkley Wagonfeld. "Linden Lab: Crossing the Chasm." Harvard Business School Case 809-147, April 2009. (Revised August 2009.)
- March 2009
- Teaching Note
Publicis Groupe 2009: Toward a Digital Transformation (TN)
By: Rosabeth M. Kanter and Matthew Bird
Teaching Note for [309085].
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- February 2009
- Case
HP: The Computer is Personal Again
By: Rajiv Lal and Cathy Ross
In September 2008, Todd Bradley, executive vice president of Hewlett-Packard Company's Personal Systems Group (PSG), gathered his thoughts before a meeting with his top executives and managers for product design and marketing. On the agenda was a discussion of...
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Lal, Rajiv, and Cathy Ross. "HP: The Computer is Personal Again." Harvard Business School Case 509-010, February 2009.
- Article
Make Online Ads Accountable
Rayport, Jeffrey F. "Make Online Ads Accountable." Bloomberg Businessweek (February 16, 2009).
- February 2009 (Revised March 2009)
- Case
Publicis Groupe 2009: Toward a Digital Transformation
By: Rosabeth M. Kanter and Matthew Bird
After a series of acquisitions, Maurice Levy, the Chairman and CEO of Publicis Groupe, had created the fourth largest marketing and communications company in the world. His next major challenge was managing the firm's digital transformation. In December 2006, the...
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Keywords:
Mergers and Acquisitions;
Transformation;
Financial Crisis;
Globalized Firms and Management;
Leading Change;
Organizational Change and Adaptation;
Expansion;
Information Technology;
Advertising Industry;
Communications Industry
Kanter, Rosabeth M., and Matthew Bird. "Publicis Groupe 2009: Toward a Digital Transformation." Harvard Business School Case 309-085, February 2009. (Revised March 2009.)
- Article
Media Companies Need to Become Marketing Companies
By: Andrew J. Heyward and Jeffrey F. Rayport
Heyward, Andrew J., and Jeffrey F. Rayport. "Media Companies Need to Become Marketing Companies." Harvard Business Review Blogs (February 3, 2009).
- February 2009 (Revised September 2011)
- Case
Big Spaceship: Ready to Go Big?
By: Boris Groysberg and Michael Slind
Big Spaceship, a digital marketing agency, faced a rather big challenge: How to scale the distinctive culture that was essential to its competitive strategy? Renowned for the cutting-edge websites that it developed to market major Hollywood movies and leading consumer...
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Keywords:
Entrepreneurship;
Innovation and Management;
Human Capital;
Growth and Development Strategy;
Marketing;
Organizational Culture;
Organizational Design;
Groups and Teams;
Competitive Strategy;
Value Creation
Groysberg, Boris, and Michael Slind. "Big Spaceship: Ready to Go Big?" Harvard Business School Case 409-047, February 2009. (Revised September 2011.)
- Article
Social Networks Are the New Web Portals
Rayport, Jeffrey F. "Social Networks Are the New Web Portals." Bloomberg Businessweek Online (January 21, 2009).
- January 2009
- Case
Microsoft's Search
By: Jan W. Rivkin and Eric J. Van den Steen
In 2008, executives at Microsoft must decide how to compete against Google in the market for Internet search and advertising. The case describes how Microsoft has responded to a set of competitive threats in the past, how Google has gained a dominant position in...
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Rivkin, Jan W., and Eric J. Van den Steen. "Microsoft's Search." Harvard Business School Case 709-461, January 2009.
- Article
Why Online Ads Are Weathering the Recession
Rayport, Jeffrey F. "Why Online Ads Are Weathering the Recession." Bloomberg Businessweek Online (December 24, 2008).
- Article
Cloud Computing is No Pipe Dream
Rayport, Jeffrey F. "Cloud Computing is No Pipe Dream." Bloomberg Businessweek Online (December 9, 2008).
- November 2008 (Revised August 2011)
- Case
UnME Jeans: Branding in Web 2.0
By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and...
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Keywords:
Digital Marketing;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Consumer Behavior;
Risk and Uncertainty;
Social and Collaborative Networks;
Internet and the Web;
Apparel and Accessories Industry
Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)
- November 2008
- Background Note
Welcome to a Wireless World
By: Stephen P. Bradley and Nancy Bartlett
Wireless technologies and mobile devices have played crucial roles in the evolution of the digital ecosystem. This note looks at cell phones, smartphones, mobile technologies, and popular applications noting companies that are positioned to capture the value engendered...
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Bradley, Stephen P., and Nancy Bartlett. "Welcome to a Wireless World." Harvard Business School Background Note 709-445, November 2008.
- September 2008 (Revised August 2009)
- Case
VMware, Inc., 2008
By: David B. Yoffie, Andrei Hagiu and Michael Slind
Paul Maritz took the helm of VMware in July 2008, just as the company confronted a radically new competitive environment. Since its founding in 1998, VMware had been the leading provider of virtualization software. Now it faced the kind of threat that every software...
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Keywords:
History;
Digital Platforms;
Competition;
Decision Choices and Conditions;
Applications and Software;
Business Strategy
Yoffie, David B., Andrei Hagiu, and Michael Slind. "VMware, Inc., 2008." Harvard Business School Case 709-435, September 2008. (Revised August 2009.)
- Article
Marketing in the Age of Web 2.0
By: Jill Avery
Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic.
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Keywords:
Digital Marketing;
Internet;
Brands and Branding;
Marketing;
Marketing Communications;
Internet and the Web;
Social Media;
Consumer Products Industry;
Technology Industry
Avery, Jill. "Marketing in the Age of Web 2.0." Simmons Magazine, SOM Edition 90, no. 3 (Fall 2008): 21.
- 2008
- Working Paper
Opening Platforms: How, When and Why?
By: Thomas R. Eisenmann, Geoffrey Parker and Marshall Van Alstyne
Platform-mediated networks encompass several distinct types of participants, including end users, complementors, platform providers who facilitate users' access to complements, and sponsors who develop platform technologies. Each of these roles can be opened-that...
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Keywords:
Decision Choices and Conditions;
Governance Controls;
Market Participation;
Digital Platforms
Eisenmann, Thomas R., Geoffrey Parker, and Marshall Van Alstyne. "Opening Platforms: How, When and Why?" Harvard Business School Working Paper, No. 09-030, September 2008.
- 2008
- Working Paper
The Architecture of Platforms: A Unified View
By: Carliss Y. Baldwin and C. Jason Woodard
The central role of "platform" products and services in mediating the activities of disaggregated "clusters" or "ecosystems" of firms has been widely recognized. But platforms and the systems in which they are embedded are very diverse. In particular, platforms may...
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Keywords:
Digital Platforms;
Industry Clusters;
Infrastructure;
Information Infrastructure;
Digital Platforms
Baldwin, Carliss Y., and C. Jason Woodard. "The Architecture of Platforms: A Unified View." Harvard Business School Working Paper, No. 09-034, September 2008.
- July – August 2008
- Article
Leaders in Denial
Henry Ford's stubborn refusal to admit the changeability of consumer demand allowed Chrysler and GM to horn in on his market. Half a century later the whole U.S. auto industry made the same mistake: Enter the Japanese. But denial comes in many forms, as Sears, Digital...
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Keywords:
Decision Choices and Conditions;
Judgments;
Leadership;
Demand and Consumers;
Auto Industry;
United States
Tedlow, Richard S. "Leaders in Denial." HBS Centennial Issue Harvard Business Review 86, nos. 7/8 (July–August 2008).