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      • February 22, 2023
      • Article

      How to Seed Organic Marketing in a Video-First World

      By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
      Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...  View Details
      Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
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      Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
      • February 2023 (Revised March 2023)
      • Case

      Hey, Insta & YouTube, Are You Watching TikTok?

      By: Felix Oberholzer-Gee
      In early 2023 the entertainment app TikTok reached close to 1 billion users globally, placing it 4th behind the leading social networks of Facebook, YouTube, and Instagram. Featuring a sophisticated recommendation engine, TikTok mastered the art of keeping users...  View Details
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      Oberholzer-Gee, Felix. "Hey, Insta & YouTube, Are You Watching TikTok?" Harvard Business School Case 723-426, February 2023. (Revised March 2023.)
      • 2022
      • Working Paper

      The Evolution of ESG Reports and the Role of Voluntary Standards

      By: Ethan Rouen, Kunal Sachdeva and Aaron Yoon
      We examine the evolution of ESG reports of S&P 500 firms from 2010 to 2021. The percentage of firms releasing these voluntary disclosures increased from 35% to 86% during this period, although the length of these documents experienced more modest growth. Using a...  View Details
      Keywords: Voluntary Disclosure; Textual Analysis; Modeling And Analysis; Corporate Social Responsibility and Impact; AI and Machine Learning; Accounting
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      Rouen, Ethan, Kunal Sachdeva, and Aaron Yoon. "The Evolution of ESG Reports and the Role of Voluntary Standards." Harvard Business School Working Paper, No. 23-024, October 2022.
      • March 2022 (Revised April 2022)
      • Teaching Note

      Spotify's Audio-First Strategy: Leading the Podcasting Market

      By: Hong Luo and Carol Lin
      Teaching Note for HBS Case No. 721-439. Within 15 years, CEO Daniel Ek had led Spotify from an ambitious startup to a multi-billion dollar company that had transformed the music industry. As part of Spotify’s next phase of growth, the platform would invest heavily in...  View Details
      Keywords: Business Startups; Growth and Development Strategy; Business Divisions; Customer Relationship Management; Revenue; Music Industry
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      Luo, Hong, and Carol Lin. "Spotify's Audio-First Strategy: Leading the Podcasting Market." Harvard Business School Teaching Note 722-443, March 2022. (Revised April 2022.)
      • Article

      Pattern Detection in the Activation Space for Identifying Synthesized Content

      By: Celia Cintas, Skyler Speakman, Girmaw Abebe Tadesse, Victor Akinwande, Edward McFowland III and Komminist Weldemariam
      Generative Adversarial Networks (GANs) have recently achieved unprecedented success in photo-realistic image synthesis from low-dimensional random noise. The ability to synthesize high-quality content at a large scale brings potential risks as the generated samples may...  View Details
      Keywords: Subset Scanning; Generative Models; Synthetic Content Detection
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      Cintas, Celia, Skyler Speakman, Girmaw Abebe Tadesse, Victor Akinwande, Edward McFowland III, and Komminist Weldemariam. "Pattern Detection in the Activation Space for Identifying Synthesized Content." Pattern Recognition Letters 153 (January 2022): 207–213.
      • Fall 2021
      • Article

      Emboldening and Contesting Gender and Skin Color Stereotypes in the Film Industry in India, 1947–1991

      By: Sudev Sheth, Geoffrey Jones and Morgan Spencer
      This article examines how the film industry influenced prevailing gender and skin color stereotypes in India during the first four decades after Independence in 1947. It shows that Bollywood, the mainstream cinema in India, shared Hollywood's privileging of paler skin...  View Details
      Keywords: Bollywood; Film Industry; Hollywood; Tamil Cinema; Male Gaze; Stereotypes; Social Impact; Gender; Race; Ethnicity; Film Entertainment; Motion Pictures and Video Industry; India; United States
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      Sheth, Sudev, Geoffrey Jones, and Morgan Spencer. "Emboldening and Contesting Gender and Skin Color Stereotypes in the Film Industry in India, 1947–1991." Business History Review 95, no. 3 (Fall 2021): 483–515.
      • November 2021
      • Article

      Ratings, Reviews, and the Marketing of New Products

      By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
      We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new...  View Details
      Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
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      Fainmesser, Itay P., Dominique Olié Lauga, and Elie Ofek. "Ratings, Reviews, and the Marketing of New Products." Management Science 67, no. 11 (November 2021): 7023–7045.
      • October 2021
      • Case

      (180) Days of Quibi

      By: David J. Collis and Terrence Shu
      Mobile streaming app Quibi was ready to take the entertainment world by storm at its April 2020 launch. Backed by $1.75 billion, influential investors from Hollywood to Wall Street eagerly anticipated early success for this brainchild of Meg Whitman, former CEO of...  View Details
      Keywords: Corporate Strategy; Strategy; Business Model; Business Startups; Mobile Technology
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      Collis, David J., and Terrence Shu. "(180) Days of Quibi." Harvard Business School Case 722-377, October 2021.
      • October 2021
      • Article

      Can Self-Regulation Save Digital Platforms?

      By: Michael A. Cusumano, Annabelle Gawer and David B. Yoffie
      This article explores some of the critical challenges facing self-regulation and the regulatory environment for digital platforms. We examine several historical examples of firms and industries that attempted self-regulation before the Internet. All dealt with similar...  View Details
      Keywords: Self-regulation; Government Regulation; Digital Platforms; Governing Rules, Regulations, and Reforms
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      Cusumano, Michael A., Annabelle Gawer, and David B. Yoffie. "Can Self-Regulation Save Digital Platforms?" Industrial and Corporate Change 30, no. 5 (October 2021): 1259–1285.
      • September 2021 (Revised March 2022)
      • Case

      Katie Couric Media: Landing the First Client

      By: N. Louis Shipley and William R. Kerr
      In May 2018, celebrated journalist Katie Couric and her husband, John Molner, had recently launched a full-service media firm called Katie Couric Media (KCM). Couric treasured the opportunity to address important social issues like gender equality, environmental...  View Details
      Keywords: Customer Acquisition; Subscription Model; Entrepreneurship; Business Startups; Media; Customers; Acquisition; Social Issues; Brands and Branding; Media and Broadcasting Industry
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      Shipley, N. Louis, and William R. Kerr. "Katie Couric Media: Landing the First Client." Harvard Business School Case 822-011, September 2021. (Revised March 2022.)
      • May–June 2021
      • Article

      Capturing Value in Platform Business Models that Rely on User-Generated Content

      By: Hemang Subramanian, Sabyasachi Mitra and Sam Ransbotham
      Business models increasingly depend on inputs from outside traditional organizational boundaries. For example, platforms that generate revenue from advertising, subscription, or referral fees often rely on user-generated content (UGC). But there is considerable...  View Details
      Keywords: Business Model; Network Effects; Mergers and Acquisitions; Valuation; Risk and Uncertainty
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      Subramanian, Hemang, Sabyasachi Mitra, and Sam Ransbotham. "Capturing Value in Platform Business Models that Rely on User-Generated Content." Organization Science 32, no. 3 (May–June 2021): 804–823.
      • January 2021 (Revised October 2021)
      • Case

      iOpenEye: Theater and #MeToo in Nigeria

      By: Caroline Elkins, Tarun Khanna and Joyce J. Kim
      In 2014, Ifeoma Fafunwa, an award-winning playwright and director, founded iOpenEye, a commercial production company dedicated to driving social change through performance art. iOpenEye’s flagship theatrical production was called “Hear Word! Naija Woman Talk True,”...  View Details
      Keywords: Theatre; Social Change; Entrepreneurship; Social Enterprise; Arts; Entertainment; Social Issues; Health Pandemics; Organizational Change and Adaptation; Business Model; Nigeria
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      Elkins, Caroline, Tarun Khanna, and Joyce J. Kim. "iOpenEye: Theater and #MeToo in Nigeria." Harvard Business School Case 321-111, January 2021. (Revised October 2021.)
      • 2021
      • Working Paper

      Bollywood, Skin Color and Sexism: The Role of the Film Industry in Emboldening and Contesting Stereotypes in India after Independence

      By: Sudev Sheth, Geoffrey Jones and Morgan Spencer
      This working paper examines the social impact of the film industry in India during the first four decades after Indian Independence in 1947. It shows that Bollywood, the mainstream cinema in India and the counterpart in scale to Hollywood in the United States, shared...  View Details
      Keywords: Film Industry; Bollywood; Tamil Cinema; Male Gaze; Social Impact; Stereotypes; Oral History; Film Entertainment; Gender; Race; Personal Characteristics; Prejudice and Bias; Business History; Motion Pictures and Video Industry; India
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      Sheth, Sudev, Geoffrey Jones, and Morgan Spencer. "Bollywood, Skin Color and Sexism: The Role of the Film Industry in Emboldening and Contesting Stereotypes in India after Independence." Harvard Business School Working Paper, No. 21-077, January 2021.
      • 2020
      • Article

      Worry at Work: How Organizational Culture Promotes Anxiety

      By: Jeremy A. Yip, Emma E. Levine, Alison Wood Brooks and Maurice E. Schweitzer
      Organizational culture profoundly influences how employees think and behave. Established research suggests that the content, intensity, consensus, and fit of cultural norms act as a social control system for attitudes and behavior. We adopt the norms model of...  View Details
      Keywords: Anxiety; Norms; Stress; Culture; Tightness-looseness; Curvilinear; Organizational Culture; Emotions; Performance
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      Yip, Jeremy A., Emma E. Levine, Alison Wood Brooks, and Maurice E. Schweitzer. "Worry at Work: How Organizational Culture Promotes Anxiety." Art. 100124. Research in Organizational Behavior 40 (2020).
      • October 29, 2020
      • Article

      How to Build a Digital Brand That Lasts

      By: William Collis and David Collis
      What makes a brand durable even as business models, technology and consumer behavior radically change? The key is that durable brands are adaptable brands—even legacy ones. To create durability, apply the MACE framework: 1) Mastery: Give your consumers...  View Details
      Keywords: Brands and Branding; Business Model; Adaptation; Framework
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      Collis, William, and David Collis. "How to Build a Digital Brand That Lasts." Harvard Business Review Digital Articles (October 29, 2020).
      • June 2020
      • Article

      Frenemies in Platform Markets: Heterogeneous Profit Foci as Drivers of Compatibility Decisions

      By: Ron Adner, Jianqing Chen and Feng Zhu
      We study compatibility decisions of two competing platform owners that generate profits through both hardware sales and royalties from content sales. We consider a game-theoretic model in which two platforms offer different standalone utilities to users. We find that...  View Details
      Keywords: Compatibility; Platform Competition; Profit Foci; Two-Sided Platforms; Competition; Profit; Decision Making
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      Adner, Ron, Jianqing Chen, and Feng Zhu. "Frenemies in Platform Markets: Heterogeneous Profit Foci as Drivers of Compatibility Decisions." Management Science 66, no. 6 (June 2020): 2432–2451.
      • 2021
      • Working Paper

      Issue Salience and Political Stereotypes

      By: Pedro Bordalo, Marco Tabellini and David Yang
      U.S. voters exaggerate the differences in attitudes held by Republicans and Democrats on a range of socioeconomic and political issues, and higher perceived polarization is associated with greater political engagement and affective polarization. In this paper, we...  View Details
      Keywords: Politics; Stereotypes; Belief Distortions; Model; Government and Politics; Public Opinion; Values and Beliefs
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      Bordalo, Pedro, Marco Tabellini, and David Yang. "Issue Salience and Political Stereotypes." Harvard Business School Working Paper, No. 20-106, April 2020. (Revised January 2021. Available also from VOX EU.)
      • August 2019
      • Article

      When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation

      By: Yicheng Song, Nachiketa Sahoo and Elie Ofek
      Sometimes we desire change, a break from the same or an opportunity to fulfill different aspects of our needs. Noting that consumers seek variety, several approaches have been developed to diversify items recommended by personalized recommender systems. However,...  View Details
      Keywords: Recommender Systems; Personalization; Recommendation Diversity; Variety Seeking; Collaborative Filtering; Consumer Utility Models; Digital Media; Clickstream Analysis; Learning-to-rank; Consumer Behavior; Media; Customization and Personalization; Strategy; Mathematical Methods
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      Song, Yicheng, Nachiketa Sahoo, and Elie Ofek. "When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation." Management Science 65, no. 8 (August 2019): 3737–3757.
      • March 2019 (Revised March 2020)
      • Case

      Choosing the Right Esports Business Model

      By: David Collis and Alexander MacKay
      Two esports entrepreneurs must choose on which business model to focus their time and money. After successfully launching an online esports coaching platform, a number of new opportunities emerge in the rapidly growing esports space that now has close to one billion...  View Details
      Keywords: Entrepreneurial Ecosystems; Business Development; Esports; Business Ventures; Entrepreneurship; Business Model; Management; Strategy; Sports; Entertainment and Recreation Industry; Information Technology Industry; Media and Broadcasting Industry; Sports Industry; Video Game Industry; North and Central America; Europe; Asia
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      Collis, David, and Alexander MacKay. "Choosing the Right Esports Business Model." Harvard Business School Case 719-459, March 2019. (Revised March 2020.)
      • March 2019
      • Article

      Beliefs about Gender

      By: Pedro Bordalo, Katherine Baldiga Coffman, Nicola Gennaioli and Andrei Shleifer
      We conduct laboratory experiments that explore how gender stereotypes shape beliefs about ability of oneself and others in different categories of knowledge. The data reveal two patterns. First, men’s and women’s beliefs about both oneself and others exceed observed...  View Details
      Keywords: Performance Evaluation; Perspective; Prejudice and Bias; Gender
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      Bordalo, Pedro, Katherine Baldiga Coffman, Nicola Gennaioli, and Andrei Shleifer. "Beliefs about Gender." American Economic Review 109, no. 3 (March 2019): 739–773.
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