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      • May 2022
      • Case

      Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

      By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
      This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekansim created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among...  View Details
      Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Advertising Industry; United States
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      Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign." Harvard Business School Case 522-055, May 2022.
      • May 2022
      • Supplement

      Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

      By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
      This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed...  View Details
      Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
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      Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-059, May 2022.
      • May 2022
      • Supplement

      Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

      By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
      This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency...  View Details
      Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
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      Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-068, May 2022.
      • May 2022
      • Supplement

      Maestro Pizza (B): The Competition Awakens

      By: Ramon Casadesus-Masanell and Fares Khrais
      Maestro pizza opened its first store in 2014 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of...  View Details
      Keywords: Competitive Strategy; Competitive Advantage; Competition; Market Entry and Exit; Emerging Markets; Business Startups; Corporate Entrepreneurship; Product Positioning; Disruption; Disruptive Innovation; Advertising; Advertising Campaigns; Social Media; Forecasting and Prediction; Crisis Management; Growth and Development Strategy; Brands and Branding; Product Development; Production; Service Delivery; Business Growth and Maturation; Financial Statements; Cost Management; Analysis; Quality; Performance Consistency; Customer Satisfaction; Profit; Family Ownership; Food and Beverage Industry; Saudi Arabia; Middle East
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      Casadesus-Masanell, Ramon, and Fares Khrais. "Maestro Pizza (B): The Competition Awakens." Harvard Business School Supplement 722-400, May 2022.
      • May 2022
      • Supplement

      Maestro Pizza (C): Taking the Fight Outside

      By: Ramon Casadesus-Masanell and Fares Khrais
      Maestro pizza opened its first store in 2014 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of...  View Details
      Keywords: Competitive Strategy; Competitive Advantage; Competition; Market Entry and Exit; Emerging Markets; Business Startups; Corporate Entrepreneurship; Product Positioning; Disruption; Disruptive Innovation; Advertising; Advertising Campaigns; Social Media; Forecasting and Prediction; Crisis Management; Growth and Development Strategy; Brands and Branding; Product Development; Production; Service Delivery; Business Growth and Maturation; Financial Statements; Cost Management; Analysis; Quality; Performance Consistency; Customer Satisfaction; Profit; Family Ownership; Food and Beverage Industry; Middle East; Saudi Arabia
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      Casadesus-Masanell, Ramon, and Fares Khrais. "Maestro Pizza (C): Taking the Fight Outside." Harvard Business School Supplement 722-401, May 2022.
      • May 2022
      • Case

      Maestro Pizza: Coming in Hot!

      By: Ramon Casadesus-Masanell and Fares Khrais
      Maestro pizza opened its first store in 2014 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of...  View Details
      Keywords: Competitive Strategy; Competitive Advantage; Competition; Market Entry and Exit; Emerging Markets; Business Startups; Corporate Entrepreneurship; Product Positioning; Disruption; Disruptive Innovation; Advertising; Advertising Campaigns; Social Media; Forecasting and Prediction; Crisis Management; Growth and Development Strategy; Brands and Branding; Product Development; Production; Service Delivery; Business Growth and Maturation; Financial Statements; Cost Management; Analysis; Quality; Performance Consistency; Customer Satisfaction; Profit; Family Ownership; Food and Beverage Industry; Middle East; Saudi Arabia
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      Casadesus-Masanell, Ramon, and Fares Khrais. "Maestro Pizza: Coming in Hot!" Harvard Business School Case 722-399, May 2022.
      • May 2022
      • Case

      The NFL’s $110-Billion Media Rights Deals

      By: Anita Elberse and Elizabeth Warner
      On March 18, 2021, Brian Rolapp, chief media and business officer at the National Football League (NFL) presented the results of a months-long effort to renegotiate rights deals with the NFL’s current partners in television—the media conglomerates behind the networks...  View Details
      Keywords: Sports; Entertainment; Media; Marketing; Strategy; General Management; Negotiation; Partners and Partnerships; Competition; Media and Broadcasting Industry; Media and Broadcasting Industry
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      Elberse, Anita, and Elizabeth Warner. "The NFL’s $110-Billion Media Rights Deals." Harvard Business School Case 522-090, May 2022.
      • 2022
      • Working Paper

      Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

      By: Magie Cheng and Shunyuan Zhang
      The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on an influencer’s reputation. We collect a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in...  View Details
      Keywords: Influencer Marketing; Social Influencers; Brand; Sponsorship; Video Analytics; Marketing; Brands and Branding; Media; Reputation
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      Cheng, Magie, and Shunyuan Zhang. "Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers." Harvard Business School Working Paper, No. 22-067, April 2022.
      • April 2022
      • Teaching Note

      TNL Media Group

      By: Laura Huang and Katie LaMattina
      Teaching Note for HBS Case No. 422-010.  View Details
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      Huang, Laura, and Katie LaMattina. "TNL Media Group ." Harvard Business School Teaching Note 422-078, April 2022.
      • April 2022
      • Case

      TNL Media Group

      By: Laura Huang and Katie LaMattina
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      Huang, Laura, and Katie LaMattina. "TNL Media Group." Harvard Business School Case 422-010, April 2022.
      • April 2022
      • Article

      Does Context Outweigh Individual Characteristics in Driving Voting Behavior? Evidence from Relocations within the U.S.

      By: Enrico Cantoni and Vincent Pons
      We measure the overall influence of contextual versus individual factors (e.g., voting rules and media as opposed to race and education) on voter behavior, and explore underlying mechanisms. Using a U.S.-wide voter-level panel, 2008–18, we examine voters who relocate...  View Details
      Keywords: Voting; Behavior; Geographic Location; Personal Characteristics; Situation or Environment; United States
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      Cantoni, Enrico, and Vincent Pons. "Does Context Outweigh Individual Characteristics in Driving Voting Behavior? Evidence from Relocations within the U.S." American Economic Review 112, no. 4 (April 2022): 1226–1272.
      • March 2022
      • Teaching Note

      Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

      By: Jill Avery
      Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...  View Details
      Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Advertising Industry; United States
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      Avery, Jill. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Teaching Note 522-065, March 2022.
      • March 2022
      • Supplement

      EbonyLife Media (A)

      By: Andy Wu
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      Wu, Andy. "EbonyLife Media (A)." Harvard Business School Multimedia/Video Supplement 722-856, March 2022.
      • March 2022
      • Supplement

      EbonyLife Media (B)

      By: Andy Wu
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      Wu, Andy. "EbonyLife Media (B)." Harvard Business School Multimedia/Video Supplement 722-857, March 2022.
      • March 2022
      • Teaching Note

      EbonyLife Media

      By: Andy Wu
      Teaching Note for HBS Case No. 722-372.  View Details
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      Wu, Andy. "EbonyLife Media." Harvard Business School Teaching Note 722-373, March 2022.
      • February 2022
      • Case

      Toto Wolff and the Mercedes Formula One Team

      By: Anita Elberse and David Moreno Vicente
      In December 2021, Toto Wolff, team principal and chief executive officer of the Mercedes-AMG Petronas Formula One team (the ‘Mercedes team’) is preparing for the start of the 2021 Formula One (‘F1’) season’s last Grand Prix, in the United Arab Emirates. Everything the...  View Details
      Keywords: Leadership; Team Management; Culture; Organizational Culture; Sports; Entertainment; Media; Superstars; General Management; Engineers; Competition; Problems and Challenges; Sports Industry; Entertainment and Recreation Industry
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      Elberse, Anita, and David Moreno Vicente. "Toto Wolff and the Mercedes Formula One Team." Harvard Business School Case 522-075, February 2022.
      • January 2022 (Revised February 2022)
      • Teaching Note

      Universal During COVID: The Future of Theatrical Windows

      By: Hong Luo, Henry McGee and Carol Lin
      The COVID-19 pandemic brought enormous disruption to the movie industry, closing theaters indefinitely by mid-March 2020, halting television and film production, and throwing theatrical release schedules into disarray. Shell had assumed the CEO position at NBC...  View Details
      Keywords: COVID-19 Pandemic; Leadership; Decisions; Strategy; Negotiation; Media and Broadcasting Industry; Media and Broadcasting Industry
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      Luo, Hong, Henry McGee, and Carol Lin. "Universal During COVID: The Future of Theatrical Windows." Harvard Business School Teaching Note 722-420, January 2022. (Revised February 2022.)
      • January 2022
      • Case

      FIFA and The World Cup: The Future of Football

      By: Anita Elberse, Oliver Band and Howard Johnson
      Should FIFA host its biggest event—the FIFA World Cup—every two years instead of every four, as it has been doing since the event’s inception in the 1930s? In September 2021, Gianni Infantino, the president of the International Federation of Association Football...  View Details
      Keywords: Sports; Soccer; Football; Entertainment; Media; Talent Development; Globalization; Marketing; Strategy; General Management; Governance; Decision Making; Governing and Advisory Boards; Problems and Challenges; Brands and Branding; Sports Industry; Entertainment and Recreation Industry
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      Elberse, Anita, Oliver Band, and Howard Johnson. "FIFA and The World Cup: The Future of Football." Harvard Business School Case 522-076, January 2022.
      • January 3, 2022
      • Other Article

      Pushing Social Media Platforms to Self-Regulate

      By: Michael A. Cusumano, David B. Yoffie and Annabelle Gawer
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      Cusumano, Michael A., David B. Yoffie, and Annabelle Gawer. "Pushing Social Media Platforms to Self-Regulate." Regulatory Review (January 3, 2022). (Editorial.)
      • December 2021
      • Article

      Left- and Right-Leaning News Organizations Use Negative Emotional Content and Elicit User Engagement Similarly

      By: Andrea Bellovary, Nathaniel Young and Amit Goldenberg
      Negativity has historically dominated news content; however, little research has examined how news organizations use affect on social media, where content is generally positive. In the current project we ask a few questions: Do news organizations on Twitter use...  View Details
      Keywords: Negative Press; Twitter; Political Affiliation; Affect; News; Media; Internet and the Web; Emotions; Perspective; Social Media
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      Bellovary, Andrea, Nathaniel Young, and Amit Goldenberg. "Left- and Right-Leaning News Organizations Use Negative Emotional Content and Elicit User Engagement Similarly." Affective Science 2, no. 4 (December 2021): 391–396.
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