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Show Results For
- All HBS Web
(546)
- News (77)
- Research (382)
- Events (4)
- Multimedia (1)
- Faculty Publications (217)
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- March 2022 (Revised July 2022)
- Teaching Note
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
- 18 Mar 2008
- First Look
First Look: March 18, 2008
electronic media that facilitate and record such interactions, this interest has grown sharply in the business world as well. In this paper, we provide a brief summary of what is known so far, discuss the main challenges for researchers... View Details
Keywords: Martha Lagace
- October 2011 (Revised May 2015)
- Case
The American Repertory Theater
By: Rohit Deshpande, Allen S. Grossman and Ryan Johnson
When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T.) first started in 2008, she attracted media coverage around an aesthetic that aimed to give the audience more ownership over the theater experience, excited theatergoers by... View Details
Keywords: Advertising Campaigns; Arts; Business Model; Leading Change; Media; Organizational Change and Adaptation; Nonprofit Organizations; Competitive Strategy; Entertainment and Recreation Industry; North and Central America
Deshpande, Rohit, Allen S. Grossman, and Ryan Johnson. "The American Repertory Theater." Harvard Business School Case 512-026, October 2011. (Revised May 2015.)
- 13 Jul 2016
- HBS Case
How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers
million. “You have to be more proactive and control the acquisition process, which word-of-mouth does not allow for.” That’s where digital marketing can help, allowing companies to target specific customers through search ads or social View Details
- 25 Apr 2023
- Op-Ed
How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model
digital marketing to place stylish fast-fashion merchandise in front of target customers on social media sites such as Instagram, Facebook, and TikTok, as well as on its own website and mobile apps. Additionally, it has used email... View Details
- May 28, 2019
- Other Article
How Russia Found a Disinformation Haven in America
By: Rawi Abdelal and Galit Goldstein
The Mueller Report established that “the Russians” undertook information operations campaigns to meddle in the 2016 U.S. presidential election. Though this has been clear for a long time, Americans continue to discuss Russian information operations in the wrong way.... View Details
Keywords: Elections; Donald Trump; Political Elections; National Security; Information Technology; Governing Rules, Regulations, and Reforms; Social Media; Russia; United States
Abdelal, Rawi, and Galit Goldstein. "How Russia Found a Disinformation Haven in America." National Interest (May 28, 2019).
- 11 Dec 2023
- Research & Ideas
Doing Well by Doing Good? One Industry’s Struggle to Balance Values and Profits
transforming how work is done and how people are paid for it. This heightened tension between moral and material goals may be nowhere as intense as it is in journalism, a field with strong ethical convictions at its core, but whose business model has been decimated by... View Details
Keywords: by Scott Van Voorhis
- 16 Nov 2016
- Research & Ideas
Turning One Thousand Customers into One Million
to reach new people. Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as... View Details
- 15 Feb 2011
- First Look
First Look: Feb. 15
each complementing the other. Government Advertising and Media Coverage of Corruption Scandals Authors:Rafael Di Tella and Ignacio Franceschelli Publication:American Economic Journal: Applied Economics... View Details
Keywords: Sean Silverthorne
- October 2016
- Supplement
24 Hour Fitness (B): Ownership Changes, 2005–2016
By: John R. Wells and Gabriel Ellsworth
In 2016, 24 Hour Fitness was the number-two fitness chain in the United States, generating revenues of $1.4 billion from 441 clubs serving 3.8 million members. Based in San Ramon, California, 24 Hour Fitness operated clubs in 13 states. Having grown rapidly to become... View Details
Keywords: Advertising; Advertising Campaigns; Buildings and Facilities; Acquisition; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Customers; Customer Focus and Relationships; Customer Satisfaction; Age; Training; Private Equity; Financing and Loans; Price; Profit; Revenue; Geographic Location; Geographic Scope; Health; Nutrition; Business History; Human Resources; Employees; Employee Relationship Management; Recruitment; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Management Teams; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Social Marketing; Demand and Consumers; Market Entry and Exit; Media; Organizational Design; Private Ownership; Problems and Challenges; Groups and Teams; Sales; Salesforce Management; Situation or Environment; Welfare or Wellbeing; Sports; Strategy; Business Strategy; Competition; Competitive Strategy; Competitive Advantage; Corporate Strategy; Expansion; Segmentation; Information Technology; Internet; Mobile Technology; Online Technology; Software; Web Sites; Value; Valuation; Media and Broadcasting Industry; Media and Broadcasting Industry; United States; California; San Francisco
Wells, John R., and Gabriel Ellsworth. "24 Hour Fitness (B): Ownership Changes, 2005–2016." Harvard Business School Supplement 717-423, October 2016.
- 08 Jul 2019
- Research & Ideas
Are Paywalls Saving Newspapers?
coauthors, Ho Kim of the University of Missouri, St. Louis, and Reo Song of California State University, Long Beach, analyzed 79 print media firms using 10 years of circulation and subscription price data (from publishers’ statements to... View Details
- 26 Aug 2019
- Research & Ideas
Lipstick Tips: How Influencers Are Making Over Beauty Marketing
company advertisements least. And they said influencer marketing sways their purchasing decisions most, while direct-mail marketing is the least effective way to reach them. When asked which social media... View Details
- 25 Oct 2022
- Research & Ideas
Is Baseball Ready to Compete for the Next Generation of Fans?
New York Yankee slugger Aaron Judge, would surpass the $10.7 billion it reported in 2019—the last full season before pandemic interruptions. The league also signed new TV contracts with ESPN and TBS before this season, and next year will allow teams to display View Details
- 07 Mar 2017
- First Look
First Look at New Research, March 7
another award for its use of social media to reach its fan base. As the organizer and host of “The Championships, Wimbledon,” the oldest of tennis's four Grand Slams, the AELTC prided itself on tradition and decorum. Widely regarded as... View Details
Keywords: Sean Silverthorne
- 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)... View Details
Keywords: Sean Silverthorne
- 01 Oct 2013
- First Look
First Look: October 1
Could Lose $100 Million On London Olympics; Ratings Not Expected To Beat Beijing," chimed in John Clarke with Forbes. Sandomir and Clarke were not alone in their damning prediction. Analysts and media put forth similar commentary... View Details
Keywords: Sean Silverthorne
- 26 Oct 2022
- Research & Ideas
How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)
their findings in the newly updated working paper “Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers.” They initiated the study because they were fascinated by the growing overlap between e-commerce and social View Details
- 19 Dec 2023
- Research & Ideas
15 Podcast Episodes That Grabbed Listeners in 2023
needed to take decisive steps to succeed against the major opposition to his leadership from both inside and outside the company. Twitter employees circulated an open letter protesting expected layoffs, advertising agencies advised their... View Details
Keywords: by Danielle Kost
- 27 Nov 2019
- Sharpening Your Skills
Secrets for Creating a Long-Lasting Brand
built from the ground up and rebuilt again when the competitive landscape shifts. A Good Place to Start Super Bowl Ads Sell Products, but Do They Sell Brands?Super Bowl advertising is increasingly about using storytelling to sell... View Details
- 07 Feb 2012
- First Look
First Look: February 7
survey a sampling of the research questions these data help to answer. Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines Authors:Benjamin G. Edelman and Duncan S. Gilchrist Publication:Information... View Details
Keywords: Sean Silverthorne