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Microsoft adCenter
Coles, Peter A.; Edelman, BenjaminCaso HBS-908049-EDirección estratégicaMicrosoft considers alternatives to expand its presence in online advertising, especially text-based pay-per-click advertising. Google dominates, and it is unclear how Microsoft can grow, despite considerable technical and financial resources. Microsoft considers a set of alternatives, each with clear benefits but also serious challenges.Desde 8,20 €
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Microsoft adCenter, Teaching Note
Coles, Peter A.; Edelman, BenjaminNota del Instructor HBS-908062-EDirección estratégicaTeaching Note for [908049].Desde 0,00 €
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Pricing and Partnership at Zillow, Inc.
Coles, Peter A.; Edelman, BenjaminCaso HBS-913021-EDirección estratégicaAs Zillow's real estate search service gains user adoption, some real estate professionals question Zillow's policies, fees, and power. Dissatisfied real estate professionals could remove listings from Zillow, reducing the service's value to users. Should Zillow adjust its approach in order to address complaints?Desde 8,20 €
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Attack of the Clones: Birchbox Defends Against Copycat Competitors
Coles, Peter A.; Edelman, BenjaminCaso HBS-912010-EDirección estratégicaBirchbox offers trial-sized beauty products delivered monthly by mail -- attracting rave reviews. Seeing the success of this model, numerous "copycat" clones seek to offer the same service. Many of these copycats focus on non-U.S. countries, but others are challenging Birchbox on its home territory. Can Birchbox defend its position? How?Desde 8,20 €
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Ocean Tomo: Building a Market for Intellectual Property, Teaching Note
Hagiu, Andrei; Coles, Peter A.Nota del Instructor HBS-709478-EDirección estratégicaTeaching Note for [709404].Desde 0,00 €
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Ocean Tomo: Building a Market for Intellectual Property
Hagiu, Andrei; Coles, Peter A.; Wagonfeld, Alison BerkleyCaso HBS-709404-EDirección estratégicaOcean Tomo's management team sought to turn the company into the leading intermediary for intellectual property. Despite its increasingly important role in the global marketplace, IP remained a notoriously illiquid asset--difficult to value, harder to trade, and often underutilized by owners. CEO Jim Malackowski and his colleagues hoped to capitalize on this inefficiency by designing and operating innovative marketplaces for intellectual property...Desde 8,20 €