Publications

March 2022 (Revised July 2022)
Teaching Note

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

August 2009 (Revised August 2010)
Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld

How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details

Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web

12 Oct 2011
First Look

First Look: October 12

generally and their rights and responsibilities to the global community. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/311137-PDF-ENG Building Watson: It's Not so Elementary My Dear! Willy ShihHarvard Business School Case... View Details

Keywords: Sean Silverthorne

November 2018 (Revised February 2019)
Case

Israel at 70: Is it Possible to (re)Brand a Country?

By: Elie Ofek and Sarah Gulick

In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details

Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel

Program

Strategic Marketing for Driving Growth

changes in technology, regulations, and customer behavior Assess the economic impact and viability of social media and digital strategies Ensure marketing activities contribute to company success Align... View Details

19 May 2015
First Look

First Look: May 19

Publications May 2015 Cambridge University Press Land Bargains and Chinese Capitalism: The Politics of Property Rights under Reform By: Rithmire, Meg Abstract—Land reforms have been critical to the development of Chinese capitalism over... View Details

Keywords: Sean Silverthorne

05 Feb 2009
Research & Ideas

In Praise of Marketing

supported the emergence of a diverse array of media for the American consumer to enjoy. Moreover, these investments in marketing attracted talented businesspeople into the marketing field. Best practices in marketing were documented so... View Details

Keywords: by John Quelch; Advertising

27 Mar 2018
First Look

First Look at New Research, March 27, 2018

forthcoming Harvard Journal on Legislation From the Digital to the Physical: Federal Limitations on Regulating Online Marketplaces By: Edelman, Benjamin, and Abbey Stemler Abstract—Online marketplaces have transformed how we shop, travel,... View Details

Keywords: Sean Silverthorne

February 2014 (Revised August 2014)
Case

The Michelin Restaurant Guide: Charting a New Course

By: Mukti Khaire, Elena Corsi and Jerome Lenhardt

Created in 1900 by the tire manufacturer Michelin, the Michelin Restaurant Guide was widely considered the international benchmark of food rating, and, by 2013, boasted paper editions in 23 countries, and had recently expanded to the United States and Asia. Paper sales... View Details

Web

Answers to Your Top Questions about Financial Aid at HBS - MBA

Business & Environment Career Change Career and Professional Development Case Method Clubs Curriculum Digital Entrepreneurship FIELD Financial Aid Health Care Instagram Takeover JD/MBA Leadership Letters to Classmates MBA/MPP & MBA/MPA-ID... View Details

May 2022
Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details

Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States

November 7, 2017
Article

Temporary Sharing Prompts Unrestrained Disclosures That Leave Lasting Negative Impressions

By: Reto Hofstetter, Roland Rüppell and Leslie John

With the advent of social media, the impressions people make on others are based increasingly on their digital disclosures. Yet digital disclosures can come back to haunt, making it challenging for people to manage the impressions they make. In field and online... View Details

Keywords: Disclosure; Privacy; Self-presentation; Impression Formation; Behavior; Perspective; Internet and the Web; Social Media

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17 Oct 2006
First Look

First Look: October 17, 2006

formats, digital rights management systems, wireless network infrastructure, and handset capacity), and the key dynamics—music delivery method, pricing, mobile-PC integration—that characterize mobile music... View Details

Keywords: Sean Silverthorne

January 2019 (Revised February 2024)
Teaching Note

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Ayelet Israeli

Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details