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  • July 2025
  • Case

Greenwood Online: A Fin-Tech Service for Culture and Community (B)

By: James Riley and Bernal Cortés
This B case follows Greenwood’s development after launch, including its decision to partner with a White-owned bank for backend support and its rapid growth despite that controversial choice. It traces the company’s scaling efforts, major fundraising rounds,... View Details
Keywords: Purpose; Identity; Cultural Branding; Impression Management; Organization Behavior; Strategic Alignment; Start-up; Mission and Purpose; Decisions; Marketing Strategy; Organizational Structure; Banking Industry; United States
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  • 03 Dec 2018
  • Research & Ideas

How Companies Can Increase Market Rewards for Sustainability Efforts

flavijus For the first time, a link has been drawn between public sentiment about a company’s sustainability practices and how that company is valued in the market. The results are important both for investors searching for under-valued, socially responsible companies,... View Details
Keywords: by Rachel Layne

    Why You Aren’t Getting More from Your Marketing AI - HBR

    Fewer than 40% of companies that invest in AI see gains from it, usually because of one or more of these errors: (1) They don’t ask the right question, and end up directing AI to solve the wrong problem. (2) They don’t recognize the... View Details

    • 2008
    • Book

    Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

    By: Gerald Zaltman and Lindsay Zaltman
    Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
    Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions
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    • Fast Answer

    Music & Activism: Market Research Resources

    Where can I find information to help me with my course work? Where can I find market research reports on target demographic groups? Mintel Reports on consumer attitudes toward industries by generation.
    Passport Global... View Details
    • 17 Jun 2010
    • News

    The Most Emerging of Emerging Markets

    Keywords: Professor Tarun Khanna; Corporate Services; Colleges, Universities, and Professional Schools; Educational Services
    • 11 Jun 2020
    • Working Paper Summaries

    Paying It Backward and Forward: Expanding Access to Convalescent Plasma Therapy Through Market Design

    Keywords: by Scott Duke Kominers, Parag A. Pathak, Tayfun Sönmez, and M. Utku Ünver; Health
    • 10 Oct 2022
    • News

    How to Get Empathetic Marketing Right

    • 06 Apr 2007
    • What Do You Think?

    Will Market Forces Stop Global Warming?

    Summing Up Debate on this month's questions occurred on at least three levels. Is global warming occurring? Do humans (primarily through CO2 emissions) have much to do with it? Should we rely on market forces to provide appropriate responses, or will this require... View Details
    Keywords: by Jim Heskett; Energy; Utilities
    • 11 Dec 2014
    • News

    Defining the field of cause-related marketing

    After being diagnosed with breast cancer at age 30, Amy Schiffman Langer (MBA 1977) left a career in investment banking to launch the National Breast Cancer Coalition and changed the way organizations raise awareness about important causes. (Published December 2014) View Details
    • 03 Sep 2020
    • News

    Marketing in the Age of Resistance

    • Web

    Program for Research in Markets & Organizations - Doctoral

    Program for Research in Markets & Organizations Explore Summer Research at HBS A 10-week program for undergraduates who wish to work closely with Harvard Business School faculty on research projects on topics ranging from business... View Details
    • Web

    Additional Archives - Creating Emerging Markets

    institutional memory and periodically disseminates historical information about the institute to the IIMA community and the general public. It holds a large collection of physical and digitized documents related to the foundation and... View Details
    • April 1990 (Revised November 1992)
    • Case

    Population Services International: The Social Marketing Project in Bangladesh (Abridged)

    By: James E. Austin
    Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an... View Details
    Keywords: Conferences; Developing Countries and Economies; Information Publishing; Growth and Development Strategy; Marketing Strategy; Social Marketing; Agreements and Arrangements; Product; Nonprofit Organizations; Pharmaceutical Industry; Bangladesh; Washington (state, US)
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    • Web

    Online Entrepreneurial Marketing Course | HBS Online

    Arizona Programming & System Analysis, Biomedical Engineering, Estrella Mountain Community College Small Business Administration, Northern Arizona University Read more learner stories * Source: 2022 surveys and course data All FAQs... View Details
    • 02 Aug 2018
    • News

    Can Marketing Help Halt the Heroin Epidemic?

    advertising and marketing filled with stark depictions of the harsh realities of drug use. On this episode of Skydeck, Langford speaks with associate editor Julia Hanna about how they’ll craft these messages, how effective they can be—and... View Details
    • Web

    Marketing Awards & Honors - Faculty & Research

    and Learning for her service as a teaching fellow for the undergraduate course "Social Psychology of Organizations" at Harvard College. Sunil Gupta : Winner of the 2003 Best Paper Award from the Marketing View Details
    • December 2009
    • Article

    Media Markets and Localism: Does Local News en Español Boost Hispanic Voter Turnout?

    By: Felix Oberholzer-Gee and Joel Waldfogel
    Since the dawn of broadcasting, and especially in the past decade, Americans have turned their attention from local to more distant sources of news and entertainment. While the integration of media markets will raise the private welfare of many consumers, critics of a... View Details
    Keywords: Voting; Ethnicity; Behavior; Local Range; Journalism and News Industry; Media and Broadcasting Industry; United States
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    • April 2022 (Revised July 2022)
    • Case

    Stalin’s Capitalists: American Business and Soviet Industrialization

    By: Jeremy Friedman, Jingyu Liu and Christine Riggle
    In the late 1920s and early 1930s when Joseph Stalin, leader of the world’s first Communist state, sought to industrialize his largely peasant country on an unprecedented scale, he turned for help to those who had the most experience constructing on such a scale:... View Details
    Keywords: Communism; Industrialization; Socialism; History; Industry Growth; Economic Systems; Soviet Union
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    • 27 Feb 2017
    • Research & Ideas

    Reputation is Vital to Survival in Turbulent Markets

    businesses over the long run: companies such as Tata Group, founded in India in 1868, or Mexican bakery Grupo Bimbo, started in 1945. What sets these firms apart? What can leaders in developed markets learn from them? In the recent... View Details
    Keywords: by Sean Silverthorne