Stanford Graduate School of Business (USA)
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Star Digital: Assessing the Effectiveness of Display Advertising
Narayanan S; Yildiz TCase SGSB-M347-EMarketingStar Digital, a multichannel video service provider with over US$100 million in annual advertising spends, was gradually increasing its online advertising spend. The company was extremely active in managing its substantial advertising budget, using return on investment information to make spending decisions. Even though the internet provided a promising platform to measure ad effectiveness, doing so for display ads was proving difficult. The t...Starting at €8.20
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Airbnb (Spanish version)
Rachleff, Andrew; Rosenthal, SaraCase SGSB-E470 Spanish versionEntrepreneurshipThe Airbnb case describes the very early days of this startup, beginning with the founders’ original concept of renting out air beds and serving breakfast (“Airbed and Breakfast”) in their apartment to conference attendees as an alternative to expensive hotel rooms. The founders grew the business by providing finding lodging options in people’s homes for attendees of large events such as South by Southwest and the Democratic National Convention....Starting at €8.20