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Show Results For
-
All HBS Web
(147)
- News (51)
- Research (81)
- Events (1)
- Multimedia (7)
- Faculty Publications (44)
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- April 14, 2017
- Article
Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It
By: John A. Deighton
United Airlines has pledged to improve its training programs and empower its employees to put customers first in the wake of a video showing a passenger being dragged from a plane. Of all the U.S. air carriers, United should have known the power of social media and...
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Keywords:
Crisis Management;
Customer Focus and Relationships;
Employees;
Training;
Air Transportation Industry
Deighton, John A. "Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It." Harvard Business Review (website) (April 14, 2017).
- 04 May 2010
- First Look
First Look: May 4
international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a music video detailing United's mishandling...
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Keywords:
Martha Lagace
- October 2016
- Case
Triangulate: Stay, Pivot or Exit?
By: Thomas Eisenmann, Shikhar Ghosh and Christopher Payton
Sunil Nagaraj, Triangulate's founder had spent a few years trying to launch a dating application that matched users based on their behavior on social media. Based on input from advisors, the company changed its focus from a B2B site to a B2C dating site with a unique...
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Keywords:
Early Stage;
Pivot;
Two Sided Markets;
Business Model;
Business Exit or Shutdown;
Product Launch;
Venture Capital;
Failure;
Internet and the Web;
Entrepreneurship;
Information Technology;
Social and Collaborative Networks;
United States;
North America
Eisenmann, Thomas, Shikhar Ghosh, and Christopher Payton. "Triangulate: Stay, Pivot or Exit?" Harvard Business School Case 817-059, October 2016.
- Teaching Interest
Digital Marketing Strategy
By: John A. Deighton
When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details
- 15 May 2024
- Research & Ideas
A Major Roadblock for Autonomous Cars: Motorists Believe They Drive Better
for marketers is to make such interventions short, memorable, and motivational—as when Metro Trains in Melbourne, Victoria, successfully launched a viral ad campaign on railway safety called “Dumb ways to die.” 4. Get concrete. People...
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- 29 Nov 2010
- HBS Case
United Breaks Guitars
object lesson in what that means for big, recognizable companies and their brands. "United Breaks Guitars" documents the incredible viral power of social media, analyzing the reach and impact of a clever customer complaint music...
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Keywords:
by Julia Hanna
- 29 Jan 2014
- Working Paper Summaries
The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It
Keywords:
by Thales S. Teixeira
- 2009
- Working Paper
Do Friends Influence Purchases in a Social Network?
By: Raghuram Iyengar, Sangman Han and Sunil Gupta
Social networks, such as Facebook and Myspace have witnessed a rapid growth in their membership. Some of these businesses have tried an advertising-based model with very limited success. However, these businesses have not fully explored the power of their members to... View Details
Keywords:
Marketing;
Network Effects;
Sales;
Power and Influence;
Social and Collaborative Networks;
Web Sites;
South Korea
Iyengar, Raghuram, Sangman Han, and Sunil Gupta. "Do Friends Influence Purchases in a Social Network?" Harvard Business School Working Paper, No. 09-123, April 2009.
- 07 Feb 2022
- Research & Ideas
Digital Transformation: A New Roadmap for Success
algorithms can lead to unintended bias that harms certain employees and customers, and the company’s reputation (a bias story can go viral on social media within minutes). 5. Design for inclusive and agile problem-solving As they become...
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- 16 Nov 2016
- Research & Ideas
Turning One Thousand Customers into One Million
sporting events—where Uber’s initial viral growth was double that observed in other cities. These accelerants became the basis of Uber’s market expansion playbook, and were some of the factors it looked at to drive its launch as it...
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- 25 Jul 2023
- Research & Ideas
Could a Business Model Help Big Pharma Save Lives and Profit?
leveraged the formula in Egypt and in more than 100 other countries. In fact, Gilead generated substantial revenues through this hybrid approach for viral hepatitis and HIV. In doing so, this method helped patients regardless of whether...
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- 30 Nov 2015
- Research & Ideas
Donors Are Turned Off by Overhead Costs. Here’s What Charities Can Do
toward clean water projects. Still, Keenan acknowledges that many in the nonprofit sector worry that enabling overhead-free donations will perpetuate the idea that overhead is a bad thing. For example, activist Dan Pallotta argues in favor of overhead in his View Details
Keywords:
by Carmen Nobel
- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
culture, setting off a K-Drama (Korean television drama) and K-Pop (Korean pop music) craze, with music exports, for example, expanding ninefold to $277 million in 2013. Think virally and socially. When New York City sought to bring back...
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- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
the internet. We wrote a series of Harvard Business School case studies between 2009 and 2011 exploring viral videos—United Breaks Guitars, the JK Wedding Dance, and how Ford used influencers to launch the Fiesta car. What struck us right...
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Keywords:
by John Deighton and Leora Kornfeld
- 20 Aug 2014
- Research & Ideas
Why the ALS Ice Bucket Challenge is a Social Media Blockbuster
they can become incidental props in these viral stunts. The challenge that brands encounter, however, is that their involvement could come off as merely jumping on the bandwagon because spreadable stunts tend to carry no meaning beyond...
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Keywords:
by John Deighton
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
(@trillballins) pic.twitter.com/ckPcOmt0nO — CNN (@CNN) April 21, 2016 Failing to understand how quickly things can go wrong One viral video on Facebook can do serious damage to a company’s reputation, as United Airlines undoubtedly...
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- 25 Jan 2017
- HBS Case
How Should Advertisers Respond to Consumer Demand for Whiter Skin?
Stay beautiful”—went viral on social media in 2013. (See illustration below) Campaign ad featuring Indian actress Nandita Das protesting skin-lightening creams. Source: Women of Worth, courtesy Rohit Deshpandé Fair skin part of India’s...
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- 24 Feb 2022
- Op-Ed
Want to Prevent the Next Hospital Bed Crisis? Enlist the SEC
During the initial phases of the COVID-19 pandemic, many US hospitals could not provide enough beds to meet demand. Solving the problem of inadequate capacity is of utmost importance in the “new normal,” which requires recognizing the ongoing need for hospital-based...
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- December 2015
- Article
Introduction: New Perspectives on Corporate Capital Structure
By: Viral Acharya, Heitor Almeida and Malcolm Baker
The National Bureau of Economic Research held a symposium titled "New Perspectives on Corporate Capital Structures" on April 5–6, 2013 in Cambridge, Massachusetts. In its call for the submission of theoretical and empirical papers for the symposium, the NBER noted that...
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Acharya, Viral, Heitor Almeida, and Malcolm Baker. "Introduction: New Perspectives on Corporate Capital Structure." Journal of Financial Economics 118, no. 3 (December 2015): 551–552.
- 17 Sep 2007
- Research & Ideas
Broadband: Remaking the Advertising Industry
to create viral marketing, is actually much less expensive. Say you're an advertiser and you want to reach the MySpace population segment. Do I want to be advertising on television, or do I want to somehow be advertising on MySpace?...
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