Publications

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2016
Case

Advanced Leadership Pathways: Harvey Freishtat and Conversations about End-of-Life Care

By: Rosabeth Moss Kanter, Ai-Ling Jamila Malone and Oludamilola Aladesanmi

Former law firm chairman/CEO Harvey Freishtat was actively involved in the formation of The Conversation Project, a national public engagement campaign to promote earlier end-of-life care discussions among loved ones and then with providers to ensure that end-of-life... View Details

Keywords: Health Care Education; Health Care Reform; Health Care Policy; Health; Health Care and Treatment; Leadership; Health Industry

2017
Working Paper

Will a Five-Minute Discussion Change Your Mind? A Countrywide Experiment on Voter Choice in France

By: Vincent Pons

This paper provides the first estimate of the effect of door-to-door canvassing on actual electoral outcomes, via a countrywide experiment embedded in François Hollande's campaign in the 2012 French presidential election. While existing experiments randomized... View Details

Keywords: Voting; Political Elections; France

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10 Jun 2017
News

How big data helped secure Emmanuel Macron’s astounding victory

Will a Five-Minute Discussion Change Your Mind? A Countrywide Experiment on Voter Choice in France

This paper provides the first estimate of the effect of door-to-door canvassing on actual electoral outcomes, via a countrywide experiment embedded in Francois Hollande’s campaign in the 2012 French presidential election. While existing experiments randomized... View Details

17 Oct 2019
Working Paper Summaries

Persuasion by Populist Propaganda: Evidence from the 2015 Argentine Ballotage

Keywords: by Rafael Di Tella, Sebastian Galiani, and Ernesto Schargrodsky

April 1994 (Revised March 1997)
Case

Planet Reebok (A)

By: John A. Quelch

Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The... View Details

Keywords: Globalization; Advertising Campaigns; Brands and Branding; Apparel and Accessories Industry; Sports Industry; France; Germany; United Kingdom

09 Jan 2013
News

Howard Schultz Wants to Know: Are You a Bystander?

30 Jan 2014
Video

Cold Call

June 2013 (Revised January 2024)
Case

Governance and Sustainability at Nike (A)

By: Lynn S. Paine, Nien-hê Hsieh and Lara Adamsons

Two members of Nike's executive team must decide what sustainability targets to propose to Nike's CEO and to the corporate responsibility committee of Nike's board of directors. Set in 2012, the case traces the evolution of Nike's approach to environmental and social... View Details

Keywords: Nike; Hannah Jones; Mark Parker; Phil Knight; Philip Knight; Eric Sprunk; Jill Ker Conway; Phyllis Wise; Don Blair; Sustainable Business And Innovation; SB＆I; Flyknit; DyeCoo; Footwear; Athletic Footwear; Apparel; Athletic Apparel; Sustainability; Greenpeace; Detox Campaign; Dirty Laundry; Water; Water Use; Water Pollution; Water Resources; Corporate Responsibility Committee; Judgment; Board Of Directors; Board Committees; Environmental And Social Sustainability; Footwear Industry; Decision Choices and Conditions; Decisions; Ethics; Fairness; Globalized Firms and Management; Multinational Firms and Management; Globalized Markets and Industries; Governance; Corporate Accountability; Corporate Governance; Innovation and Invention; Innovation and Management; Innovation Leadership; Innovation Strategy; Goals and Objectives; Management Practices and Processes; Corporate Social Responsibility and Impact; Performance; Alignment; Supply Chain; Organizational Change and Adaptation; Judgments; Apparel and Accessories Industry; Asia; China; United States; Oregon; Portland

May 2004 (Revised April 2005)
Case

United States Army

By: Rajiv Lal and Laura Coleman

After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to unveil to senior Army officials at the Pentagon their replacement to the "Be All You Can Be" campaign to help increase... View Details

Keywords: Advertising Campaigns; Decisions; Globalization; Recruitment; Management Teams; Marketing Strategy; United States

30 Jan 2014
Video

Cold Call

March 2018
Case

GoFundMe: The Giving Layer of the Internet

By: Scott Duke Kominers and Allison M. Ciechanover

By 2017, GoFundMe is the world’s largest social fundraising platform. Gross donation volume is growing rapidly, yet the number of monthly campaign starts is relatively flat. The CEO contemplates a variety of growth initiatives. View Details

Keywords: Growth and Development Strategy; Expansion; Philanthropy and Charitable Giving; Technology Industry

This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign... View Details

September 2000 (Revised November 2000)
Case

GetConnected.com

By: Rajiv Lal, Nilanjana R. Pal and Jodi L. Prins

Describes the situation faced by GCI.com in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right... View Details

Keywords: Advertising Campaigns; Business Startups; Business or Company Management; Marketing Strategy; Market Entry and Exit; Corporate Strategy; Web Services Industry

2023
Working Paper

Translating Information into Action: A Public Health Experiment in Bangladesh

By: Reshmaan Hussam, Kailash Pandey, Abu Shonchoy and Chikako Yamauchi

While models of technology adoption posit learning as the basis of behavior change, information campaigns in public health frequently fail to change behavior. We design an information campaign embedding hand-hygiene edutainment within popular dramas using mobile... View Details

Keywords: Handwashing; Public Health; Health; Information; Behavior; Change

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Jim joined the HBS Faculty in 2019 and teaches the EC courses Entrepreneurial Finance and Tough Tech Ventures and is a faculty affiliate of the Business & Environment Initiative. He is an active investor, and Board director & advisor for... View Details

11 Jun 2013
News

Harvard professor finds online adverts offer better value

January 23, 2023
Article

Digital Public Health Interventions at Scale: The Impact of Social Media Advertising on Beliefs and Outcomes Related to COVID Vaccines

By: Susan Athey, Kristen Grabarz, Michael Luca and Nils Wernerfelt

Public health organizations increasingly use social media advertising campaigns in pursuit of public health goals. In this paper, we evaluate the impact of about $40 million of social media advertisements that were run and experimentally tested on Facebook and... View Details

Keywords: COVID-19 Pandemic; Public Health; Vaccines; Social Media; Advertising; Power and Influence; Health Care and Treatment

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September–October 2020
Article

Managing Churn to Maximize Profits

By: Aurelie Lemmens and Sunil Gupta

Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a... View Details

Keywords: Churn Management; Defection Prediction; Loss Function; Stochastic Gradient Boosting; Customer Relationship Management; Consumer Behavior; Profit