Case Study Analysis and Solutions

Case ID: 710048

Abstract:
Case Solution & Analysis for Harvard Business School Executive Education: Balancing Online and Offline Marketing by John Deighton, Leora Kornfeld
How 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 culture.

Keywords:
Budgets, Information technology, Leadership transitions, Marketing, Marketing strategy, Online media, Resource allocation, Technology adoption lifecycle, Harvard Business School Executive Education Balancing Online and Offline Marketing Case Solution

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