Digital Influencers - Publications - Faculty & Research

19 Apr 2004
Research & Ideas

Birth of the American Salesman

Influence People, published originally in 1937, remains one of the most popular and draws in part on lessons the author learned working as a salesman for Armour. Q: You trace the world of selling in America and the salesman from the... View Details

Keywords: by Laura Linard

May 2022
Case

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

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

This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details

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

Citation

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Advisory Board - Entrepreneurship

Interactive Messaging Unit (IMU), the online industry's catalyst for going "beyond the banner" and standardizing new ad formats that dramatically enhanced both the user experience and ad performance. His influence in this evolution earned... View Details

01 Jun 2002
News

Up to the Challenge: Ipsita Dasgupta - Global Perspective, Local Results

and lawyer, has worked with underserved populations around the world. “At our house, every dinner table discussion was like a BGIE class,” Dasgupta laughs. “I grew up influenced by both my parents — I'm very interested in the private... View Details

Keywords: Julia Hanna; development; leadership; social issues; management; technology; Finance; Management, Scientific, and Technical Consulting Services; Professional Services

21 Feb 2017
First Look

First Look at New Research: February 21

to pose a problem for the economy. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=52111 Seeking to Belong: How the Words of Internal and External Beneficiaries Influence Performance By: Green, Paul, Francesca Gino,... View Details

Keywords: Carmen Nobel

Web

Business Insights Blog | HBS Online

Management Essentials Negotiation Mastery Organizational Leadership Personal Branding Power and Influence for Positive Impact Strategic Financial Analysis Strategy Execution Sustainable Business Strategy Sustainable Investing Transforming... View Details

Web

After the Opium War: Treaty Ports and Compradors - A Chronicle of the China Trade

of the China Trade Introduction Doing Business with China Augustine Heard & Co. The Canton Trade Commodities & Currencies Treaty Ports & Compradors Clippers & Steamships Exploring Trade Links Chinese Competition Expatriate Traders View Details

11 Dec 2023
Blog Post

Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy

started in her early years. The influence of her mother, an artist, and her father, a mathematician-turned-businessman, inspired Leahy to explore both passions throughout her life. Her parents also encouraged her ambitions and were strong... View Details

24 Oct 2011
Research & Ideas

The Yelp Factor: Are Consumer Reviews Good for Business?

reviews. “Restaurants are a classic example in economics where the consumer has to make a decision based on very little information” Most would agree these sites do influence consumers' decisions. In the paper Reviews, Reputation, and... View Details

Keywords: by Michael Blanding; Food & Beverage

26 Jul 2022
Research & Ideas

Burgers with Bugs? What Happens When Restaurants Ignore Online Reviews

restaurant review websites not only provide a useful guide for consumers, but could help influence the restaurant business and its regulators. After all, Farronato says, monitoring hygiene isn’t merely in the hands of regulators.... View Details

Keywords: by Kara Baskin; Entertainment & Recreation; Food & Beverage; Retail

09 Nov 2021
Research & Ideas

The Simple Secret of Effective Mentoring Programs

Fortune 500 companies reportedly provide mentoring opportunities to new employees. Data on the effectiveness of these programs are thin, so Stanton and his colleagues sought to find out whether mentorship programs actually influence... View Details

Keywords: by Jay Fitzgerald

Web

A Chronicle of the China Trade. The Papers of Augustine Heard & Co., 1840-1877

of the China Trade. The Papers of Augustine Heard & Co., 1840-1877 Introduction Doing Business with China Augustine Heard & Co. The Canton Trade Commodities & Currencies Treaty Ports & Compradors Clippers & Steamships Exploring Trade Links Chinese Competition... View Details

Web

Online Management Course | HBS Online

shape organizational processes to your advantage Influence the context and environment in which decisions get made Implement strategies, plans, and projects on time, on budget, and at the highest quality Spearhead learning initiatives... View Details

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Globalization - Faculty & Research

are associated with a large positive influence on the foreign direct investment that flows between them. Moreover, we show that this effect occurs not only in the case of IGOs that focus on economic issues, but also on those with social... View Details

07 May 2020
Research & Ideas

The One Good Thing Caused by COVID-19: Innovation

The COVID-19 pandemic has profoundly influenced the lives of most people on the planet. It has changed daily activities; something as simple as a walk in the park is perceived very differently now. The same is true for businesses. Many... View Details

Keywords: by Hong Luo and Alberto Galasso

Web

Commodities, Currencies, and Balancing of the Trade Deficit - A Chronicle of the China Trade

of the China Trade Introduction Doing Business with China Augustine Heard & Co. The Canton Trade Commodities & Currencies Treaty Ports & Compradors Clippers & Steamships Exploring Trade Links Chinese Competition Expatriate Traders View Details

08 Mar 2022
Research & Ideas

Representation Matters: Building Case Studies That Empower Women Leaders

compared with 19 percent for men. While there are undoubtedly other faculty characteristics that could influence protagonist gender, these three key qualities—seniority, gender, and overall case writing volume—seemed to make only a small... View Details

Keywords: by Colleen Ammerman and Boris Groysberg

30 Aug 2011
First Look

First Look: August 30

known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments in View Details

Keywords: Sean Silverthorne

November, 2016
Article

Fixing Discrimination in Online Marketplaces

By: Ray Fisman and Michael Luca

Online marketplaces such as eBay, Uber, and Airbnb have the potential to reduce racial, gender, and other forms of bias that affect the off-line world. And in the early days of Internet commerce, the relative anonymity of transactions did make it harder for... View Details

Keywords: Prejudice and Bias; Digital Platforms; Internet and the Web; Race; Gender