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Demand Media
Deighton, John; Kornfeld, LeoraCase HBS-511043-EMarketingGoogle search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable of 10,000 freelance contributors supplied content, the Internet's search engines brought it 75 million readers each month, and advertising generated revenue. It took the guesswork o...Starting at €8.20
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Porsche: The Cayenne Launch
Deighton, John; Avery, Jill; Fear, JeffreyCase HBS-511068-EMarketingCan an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV and disapproved of the new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing...Starting at €8.20
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The Cayenne Launch (Spanish version)
Deighton, John; Avery, Jill; Fear, JeffreyCase HBS-520S01MarketingCan an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV and disapproved of the new breed of driver. Some opposed offering Porsche Club membership to them, and some even refused to extend the fraternal Porsche "wave" or headlight flashing...Starting at €8.20
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The Ford Fiesta
Deighton, John; Kornfeld, LeoraCase HBS-511117-EMarketingExecutives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image for the launch of the new subcompact chances had to be taken. Others erred on the side of caution. Chantel Lenard, Ford's Group Marketing Manager for Global Small Car and Midsize V...Starting at €8.20
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Harvard Business School Executive Education: Balancing Online and Offline Marketing
Deighton, John; Kornfeld, LeoraCase HBS-510091-EMarketingHow does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to online marketing, we have an opportunity not simply to see the metrics used in online marketing budget allocation, but also the stresses involved in the birth of a new go-to-market cultu...Starting at €8.20
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Marketing Chateau Margaux (Spanish version)
Deighton, John; Dessain, Vincent; Pitt, Leyland; Beyersdorfer, Daniela; Sjoman, AndersCase HBS-509S25StrategyChateau Margaux, luxury brand or connoisseur brand? Although France is awash with unsold wine, demand has never been stronger for the very finest Bordeaux. How should Margaux sustain and grow its business? The Chateau management team is wondering if it can take more control of distribution instead of leaving it to the Bordeaux wine merchants. Also, can the Chateau build marketing and sales capabilities on its own? Who is the target market, wine c...Starting at €8.20
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DataXu: Selling Ad Tech
Cespedes, Frank V.; Deighton, John; Cox, Lisa; Hull, OliviaCase HBS-817012-EDataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a more predictable revenue stream. But sales were behind forecast. DataXu's large brand and advertising agency clients found the new products interesting, but evidence suggested that ...Starting at €8.20
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Brita Products Co. (Spanish version)
Deighton, JohnCase HBS-503S63MarketingClorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a close, and management must use its legacy, an installed based and a strong brand equity, to take the business forward into a less friendly environment. Students can model the relatio...Starting at €8.20
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Bluefin Labs: The Acquisition by Twitter
Deighton, John; Kornfeld, LeoraCase HBS-513091-EMarketingWhat is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and other social sites, expressions, not just impressions, could now be aggregated, measured, and used to calibrate brand performance and to sell media time. A second objective of the ...Starting at €8.20
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Bluefin Labs: The Acquisition by Twitter, Teaching Note
Deighton, John; Kornfeld, LeoraTeaching Note HBS-513094-EMarketingTeaching Note for 513091. What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and other social sites, expressions, not just impressions, could now be aggregated, measured, and used to calibrate brand performance and to sell media time. ...Starting at €0.00