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Managing Online Reviews on TripAdvisor (Spanish version)
Teixeira, Thales S.; Kornfeld, LeoraCase HBS-515S15MarketingIn 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services, and provided millions of reviews written by consumers. Consumers were becoming increasingly motivated to read and write reviews on TripAdvisor, largely as a means of informing other consumers about their personal experiences, but also to praise or complain to hotels about their experiences. In res...Starting at €8.20
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Slanket: Responding to Snuggie's Market Entry
Deighton, John; Kornfeld, LeoraCase HBS-510034-EMarketingHow does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another sleeved blanket. Snuggie made a brazen entry into the market with a $10 million spend on television infomercials. The Snuggie quickly became a pop culture phenomenon, talked about on pop...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: La adquisición por Twitter
Deighton, John; Kornfeld, LeoraCase HBS-514S06Marketing¿Cuál es el valor de los datos de escucha sociales de aleta azul Labs a Twitter? Adquirida por Twitter en 2013, rojo había construido un sistema que reunió a millones de comentarios en línea en un esfuerzo por desarrollar nuevas métricas para los programas de televisión y la publicidad de marca. Con los datos de Twitter y otros sitios sociales, expresiones, no sólo impresiones, ahora podría ser agregados, medidos, y se utiliza para calibrar el re...Starting at €8.20