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Case
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Reference no. 111-057-1
Subject category: Finance, Accounting and Control
Authors: Annet Aris (INSEAD); Eric T Bradlow (The Wharton School, University of Pennsylvania); Robert J Metry (The Wharton School, University of Pennsylvania)
Published by: INSEAD-Wharton Alliance
Originally published in: 2010
Version: 03.2014
Revision date: 27-Mar-2014
Length: 40 pages
Data source: Published sources
Topics: Facebook; Social media; Online revenue models; Valuation methods; Customer lifetime value; Online advertising; Discounted cash flow; Web 2.0
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Share a link: https://casecent.re/p/102931
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Case
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Reference no. 507-088-1
Subject category: Marketing
Authors: Rajiv Fernando (IBS Center for Management Research); Debapratim Purkayastha (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2007
Length: 19 pages
Data source: Published sources
Topics: Microsoft Office Live; Microsoft Corporation; Rovion Inc; Google Inc; InPerson technology; Computers and information technology; Small and medium businesses (SMBs); Marketing communications strategy; Online advertising; Strategic shift; Buzz marketing; Loss leader strategy; Pull strategy; Brand management; Innovation
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Share a link: https://casecent.re/p/74757
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Case
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Reference no. 507-086-1
Subject category: Marketing
Authors: Rajiv Fernando (IBS Center for Management Research); Debapratim Purkayastha (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2007
Length: 18 pages
Data source: Published sources
Topics: Rovion Inc; Microsoft Corporation; InPerson technology; e-Commerce; Online advertising; Information technology; Discovery Channel Communications; Click-through rate (CTR); Rich media; Cost per thousand; Oddcast; Maxim; Branding; Behavioural contextual targeting; Hilary Duff
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Case
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Reference no. 520-0084-1
Subject category: Marketing
Authors: Jitesh Nair (IBS Center for Management Research); Bitra Vasudev (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2020
Length: 8 pages
Data source: Published sources
Topics: Social media marketing; Instagram marketing campaign; Market segmentation; Target marketing; Designing communications; Online advertising; Digital marketing; Brand recall; Brand penetration; User generated content; Influencer marketing
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Share a link: https://casecent.re/p/171049
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Case
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Reference no. 319-0261-1
Subject category: Strategy and General Management
Authors: Nilosha Sharma (Amity Research Centers)
Published by: Amity Research Centers
Published in: 2019
Length: 16 pages
Data source: Published sources
Topics: Lego Group; Leadership strategies; Social media strategy; Digital strategy; Augmented reality; Sustainable business; Crowdsourcing platform; Organisational development; Customer engagement; Customer-centric approach; Digital marketing; Online advertising; Toy industry; Traditional toy retailers; Turnaround strategies
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Share a link: https://casecent.re/p/164886
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Case
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Reference no. 520-0023-1
Subject category: Marketing
Authors: Nilosha Sharma (Amity Research Centers); Joel Sarosh Thadamalla (Amity Research Centers)
Published by: Amity Research Centers
Published in: 2020
Length: 18 pages
Data source: Published sources
Topics: Google; Facebook; Social media strategy; Advertising strategy; Ad duopoly; Online advertising; Dynamics of digital advertising market; Amazon; Challenges for online advertisers; Opportunities for online advertisers; e-Commerce strategy; Cloud computing; Brand protection; Strategy and general management
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Share a link: https://casecent.re/p/168063
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Case
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Reference no. 317-0247-1
Subject category: Strategy and General Management
Authors: Sushree Das (Amity Research Centers)
Published by: Amity Research Centers
Published in: 2017
Length: 12 pages
Data source: Published sources
Topics: Online advertising; Digital marketing; Brand safety; Strategy; YouTube; Facebook; Google; Online content; Brand crisis; Times London; Programmatic; Groupn; Loreal UK; Business model; Anti-fraud technology
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Case
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Reference no. SI-0198-E
Subject category: Knowledge, Information and Communication Systems Management
Authors: Evgeny Kaganer (IESE Business School); Vladimir Korovkin (Moscow School of Management SKOLKOVO); Katherine Tatarinov (IESE Business School)
Published by: IESE Business School
Originally published in: 2017
Version: 4/6/17
Length: 21 pages
Data source: Field research
Topics: Media agencies; Strategy; Advertising; Online advertising; Russia; Digital; Transformation; Television
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Case flyer
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Reference no. 516-0145-1
Subject category: Marketing
Authors: Syed Abdul Samad (Bennett, Coleman & Co. Ltd.); Nagendra V Chowdary (Bennett, Coleman & Co. Ltd.)
Originally published in: 2016
Version: May 4th 2016
Length: 14 pages
Data source: Published sources
Topics: Indian digital advertising industry; Indian digital media; Digital marketing; Digital marketing platforms; Online advertising; Ad blocking / ad filtering; Ad-blocking apps; Ad-block blockers; Digital advertising value chain; Revenue model; Banner / display ads; Google adwords; Social media advertising in India; Native advertising; Sponsored content
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Case
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Reference no. 523-0015-1
Subject category: Marketing
Authors: Devi Prasad Ghosh (Institute of Management Technology - Hyderabad)
Originally published in: 2023
Version: 30-Dec-2022
Length: 10 pages
Data source: Generalised experience
Topics: Digital marketing; Business strategy; Media mix; Marketing communication; Marketing strategy & planning; Technology management; Online advertising; Offline marketing; Marketing analytics & metrics; Quantitative methods; Media management; Digital marketing strategy; Strategic marketing; Linear programming (LP) Model; Qualitative analysis
Tags: UN Sustainable Development Goals (UN SDGs): Goal 4: Quality education; Goal 9: Industry, innovation and infrastructure
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Case
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Reference no. 124-0092-1
Subject category: Finance, Accounting and Control
Authors: Xu Li (HKU Business School, The University of Hong Kong); Ramée Liu (The University of Hong Kong)
Published by: Asia Case Research Centre, The University of Hong Kong
Originally published in: 2024
Version: 8 June 2022
Length: 20 pages
Data source: Published sources
Topics: IQIYI; Over-the-top (OTT); Monetization of platform; Valuation of high-tech companies; Platform valuation; Baidu; Entertainment streaming platform; Online advertising; Wolfpack research; SEC investigation
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Share a link: https://casecent.re/p/203387
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Case
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Reference no. B5894
Subject category: Marketing
Authors: Zsolt Katona (Haas School of Business, University of California at Berkeley); Brian Bell (Haas School of Business, University of California at Berkeley)
Published by: Berkeley Haas Case Series
Originally published in: 2017
Version: July 1, 2017
Length: 6 pages
Data source: Field research
Topics: Customer acquisition; Databases; Marketing; Online advertising; Sales management
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Case
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Reference no. B5912
Subject category: Strategy and General Management
Authors: Miklos Sarvary (Columbia Business School, Columbia University); Zsolt Katona (Haas School of Business, University of California at Berkeley)
Published by: Berkeley Haas Case Series
Originally published in: 2018
Version: April 1, 2018
Length: 20 pages
Data source: Field research
Topics: Business models; Disruptive technology; Entrepreneurship; Internet marketing; Marketing; Online advertising; Software; Strategy
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Share a link: https://casecent.re/p/204045
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