Publications

18 Jul 2022
Research & Ideas

After the 'Crypto Crash,' What's Next for Digital Currencies?

has reinforced the perception of critics that markets for the digital currency—used primarily as an investment vehicle as it is not widely accepted as payment for goods and services—are little more than global casinos operating with... View Details

Keywords: by Christina Pazzanese, Harvard Gazette; Financial Services; Technology

March 2019 (Revised March 2020)
Case

Choosing the Right Esports Business Model

By: David Collis and Alexander MacKay

Two esports entrepreneurs must choose on which business model to focus their time and money. After successfully launching an online esports coaching platform, a number of new opportunities emerge in the rapidly growing esports space that now has close to one billion... View Details

Keywords: Entrepreneurial Ecosystems; Business Development; Esports; Business Ventures; Entrepreneurship; Business Model; Management; Strategy; Sports; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; North and Central America; Europe; Asia

August 2012
Background Note

Marketing Communications

By: Thales S. Teixeira and Thales S. Teixeira

This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how... View Details

Keywords: Marketing Communication; Advertising; Promotion; Social Media; Digital Media; Viral Advertising; Marketing; Communications Industry; North and Central America

Article

The Right and Wrong Way to Do ‘CEO Activism’

By: Aaron K Chatterji and Michael W. Toffel

CEO activism—where leaders take public stands on controversial social and political issues that aren’t related to their company’s bottom line—has become increasingly common. CEO activism has attracted favorable media attention, but has also resulted in backlash and... View Details

Keywords: Leadership; Social Issues; Communication Strategy; Performance Effectiveness

Find at Harvard

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20 Aug 2014
Research & Ideas

Why the ALS Ice Bucket Challenge is a Social Media Blockbuster

next to his became social currency across Canada. It's easy to write off these fads as simple stunts of digital narcissism, but they matter to marketing because they carry incidental meaning. It was not lost on Ford's reelection team that... View Details

Keywords: by John Deighton

1999
Chapter

Digital Media: Cutting Through the Hype

By: J. A. Deighton and Patrick Barwise

Keywords: Media; Technology; Media and Broadcasting Industry; Media and Broadcasting Industry

30 Dec 2016
News

Walter E. Mattson, Former President of New York Times, Dies at 84

Keywords: newspapers; digital media; negotiation; manufacturing; leadership; Publishing Industries (except Internet); Information

Web

Digital Marketing Workshop - Course Catalog

HBS Course Catalog Digital Marketing Workshop Course Number 1995 Lecturer Jacob Cook Fall; Q1; 1.5 credits Course Description Digital marketing has transformed the 21st century and has upended the playbooks... View Details

01 Dec 2020
News

The Digital Transformation Of Health Care

leaders have the knowledge and insight needed to tackle critical issues facing business and society—including those pertaining to our health and well-being. Digital Health Care: Empowering Consumers A New Approach to Contact Tracing... View Details

2024
Working Paper

Black Empowerment and White Mobilization: The Effects of the Voting Rights Act

By: Andrea Bernini, Giovanni Facchini, Marco Tabellini and Cecilia Testa

How did southern whites respond to the 1965 Voting Rights Act (VRA)? Leveraging newly digitized data on county-level voter registration by race between 1956 and 1980, and exploiting pre-determined variation in exposure to the federal intervention, we document that... View Details

Keywords: Government Legislation; Race; Behavior; Voting; Prejudice and Bias

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09 Aug 2013
Research & Ideas

Read All About It: Digital CEO Buys Traditional Media!

that Bezos has shown in his leadership at Amazon, including constant commitment to the customer and a long-term approach to innovation, are good news for DC's paper of record. Three Ingredients For Success By: Bharat Anand Henry R. Byers Professor of Business... View Details

Keywords: by Jim Aisner; Journalism & News; Publishing

27 Aug 2018
News

How Best Buy, The New York Times, And John Deere Have Become Digital Leaders

August 2021 (Revised September 2022)
Case

Patch Technology: Making It Easy to Do the Right Thing

By: Tomomichi Amano, Robert J. Dolan and Carol Zhang

In 2021, the growing threat of climate change pushed companies around the world to understand that significant behavioral change was necessary. While many recognized that decreasing emissions was critical, more sophisticated players such as Microsoft began to recognize... View Details

Keywords: Environmental Management; Marketing; Digital Platforms; Climate Change

22 Jul 2002
Research & Ideas

Is Performance-Based Pricing the Right Price for You?

is an arrangement in which the seller is paid based on the actual performance of its product or service. It is becoming much more popular. In the advertising industry, agencies had been traditionally paid 15 percent of the cost of the View Details

Keywords: by Benson Shapiro; Manufacturing

November 9, 1998
Article

Digital Media: Cutting through the Hype

By: J. A. Deighton and Patrick Barwise

Keywords: Media