Step Four: Markup

Step Four: Markup – p graphs, headers, strong, em, cite, ol, ul, refs, callouts, figures, ads, marketing callout placeholders, sponsor blurb, inline images (if any)

Now for the fun bit. At this point, you should have nice and sparkly clean raw and chapter files. You can approach this section in a few ways, usually I choose either to markup as I go through, from top to bottom, OR I mark up element by element. Your first time through, it might make the most sense to mark everything up element by element start with:


*Leave the chapter titles at the top of each document for now even tho they wont appear in the body text files when we copy into WP.

microsites start at h4 and rarely use h6, we do not use h5.

Paragraph tags

Every body paragraph needs a p tag. I might even go so far as to say any paragraph needs p tags, better safe then sorry. P tags are one of the first things to check if something isnt displaying correctly. Things to look out for, callout text, OLs/UL’s are especially enigmatic as I can never recall offhand if they need them or not.

Bold text

We use strong tags instead of b tags for bold


We use em tags for normal italics and cite tags for publications


Ordered lists and unorderlists are marked up as usual, please avoid using tabs or excess whitespace for the sake of anyone exporting from the web or working from these files in the future. Do not use p tags around list items.


References refers to both the end notes and their corresponding inline citation numbers. Please use the ms inline citation snippet in the micro clips folder for the inline citations and the references snippet for the end notes list.


Nothing special here, just normal blockquote tags should be used

Text Callouts

please use the callout right snippet unless explicitly instructed to use the inline text callout with toggle snippet


please use exhibit right snippet unless explicitly instructed to use the inline figure callout snippets. each figure will need to have the corresponding figure and thumbnail urls inserted into the snippets

Pull quotes

please use ms pullquote right snippet. For any pullquotes with attribution text, keep the quote and the attribution within the block quote tags, but place the quote and the attribution within separate p tags on different lines


I need to make snippets for the new ad codes, for now, please use:

ad mobile, and ad right desktop at the very beginning of the first chapter

ad mobile and ad right desktop should be placed roughly in the middle of the report, when in doubt, closer to the top of the report rather than the bottom

ad mobile and ad right desktop should be placed after the first paragraph of About the research chapter

Marketing Callouts

Report PDF download callout at the very beginning of the first chapter, before the ads

If there’s a newsletter callout or Interactive callout, they will generally be placed in chapters 2-3, or as Lauren indicates in the marketing.html file

Sponsor blurb

After the ads and marketing callout in chapter one hopefully there is room for the sponsor blurb, otherwise near the beginning of chapter two is fine. the sponsor blurb uses the ms research info callout snippet and is the same text used in the inside front cover above the citation text.

About the Authors – A Place for Many Things

I have made a snippet of the following example. It obviously look different/wrong here because this CTP uses a different style sheet. please refer to MS ATA snippet for the mark up of this section

About the Authors

Gerald C. Kane is the MIT Sloan Management Review guest editor for the Digital Business Initiative and a professor of information systems at the Carroll School of Management at Boston College.

Doug Palmer is a principal in the Digital Business and Strategy practice of Deloitte Digital.

Anh Nguyen Phillips is a senior manager within Deloitte Services LP, where she leads research on digital transformation and other strategic initiatives.

David Kiron is the executive editor of MIT Sloan Management Review, which brings ideas from the world of thinkers to the executives and managers who use them.

Natasha Buckley is a senior manager within Deloitte Services LP, where she researches emerging topics in the business technology market.


Desiree Barry, Mark Cotteleer, Deb Gallagher, Swati Garg, Carolyn Ann Geason, Nidal Haddad, Daniel Han, Saurabh Rijhwani, Negina Rood, Lauren Rosano, Allison Ryder, and Karina van Berkum


Michael Arena, former chief talent officer, General Motors

Johnny Ayers, cofounder and senior vice president, Socure

Greg Baxter, chief digital officer, MetLife

John Bungert, assistant vice president, innovation, MetLife

Tony Colon, former senior vice president, success cloud product management and innovation, Salesforce

Max Kelly, senior vice president, strategy, Techstars

Mark Lee, cofounder and CEO, Enroll Hero

Shamim Mohammad, chief information and technology officer and senior vice president, CarMax

Dave Otten, CEO and founder, JW Player

Geoffrey Parker, professor, Dartmouth College; visiting scholar, MIT Sloan School of Management; research fellow, MIT Initiative on the Digital Economy

Michael Santoro, professor, Santa Clara University

Matt Schuyler, chief human resources officer, Hilton

Amy Smith, senior vice president, product, Techstars

Youngjin Yoo, Elizabeth M. and William C. Treuhaft Professor of Entrepreneurship, professor of information systems, Case Western Reserve University

MIT Sloan Management Review

MIT Sloan Management Review leads the discourse among academic researchers, business executives, and other influential thought leaders about advances in management practice that are transforming how people lead and innovate. MIT SMR disseminates new management research and innovative ideas so that thoughtful executives can capitalize on the opportunities generated by rapid organizational, technological, and societal change.


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