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Show Results For
- All HBS Web
(1,555)
- Faculty Publications (352)
- Article
Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details
Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media
John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155.
- December 2016
- Article
Social Network Utilization and the Impact of Academic Research in Marketing
By: Stav Rosenzweig, Amir Grinstein and Elie Ofek
The forces that drive the impact of academic research articles in the marketing discipline are of great interests to authors, editors, and the discipline’s policy makers. A key understudied driver is social network utilization by academic researchers. In this paper, we... View Details
Keywords: Social Networks; Academic Reserach; Human Capital; Country Of Origin; Scientometrics; Social and Collaborative Networks; Research; Marketing; Gender; Human Resources; Social Media
Rosenzweig, Stav, Amir Grinstein, and Elie Ofek. "Social Network Utilization and the Impact of Academic Research in Marketing." International Journal of Research in Marketing 33, no. 4 (December 2016): 818–839.
- November 2016 (Revised December 2016)
- Case
Anthology: Pivoting the Business Model
By: Shikhar Ghosh and Christopher Payton
In July 2014, after 18 months and eight unsuccessful product launches, the CEO of Yabbly has agreed to sell his company to a larger, well-funded startup, providing a return of capital for his investors and a home for his team. Two weeks prior to the scheduled closing,... View Details
Keywords: Mergers & Acquisitions; Business Model; Business Plan; Business Startups; Entrepreneurship; Innovation Strategy; Mobile and Wireless Technology; Internet and the Web; Mergers and Acquisitions; Business Exit or Shutdown; Fairness; Valuation; Technology Industry; Consumer Products Industry; North America; United States; Seattle
Ghosh, Shikhar, and Christopher Payton. "Anthology: Pivoting the Business Model." Harvard Business School Case 817-066, November 2016. (Revised December 2016.)
- 8 Aug 2016
- Conference Presentation
Enacting Knowledge Strategy Through Social Media
By: Tsedal Neeley and Paul Leonardi
- July 2016
- Case
Spotify
By: Anita Elberse and Alexandre de Pfyffer
In November 2014, Spotify's chief content officer Ken Parks learns that record label Big Machine Records has requested the immediate removal of superstar artist Taylor Swift's entire catalogue from Spotify's music streaming service. Is it time for Spotify to reconsider... View Details
Keywords: Entertainment; Marketing; Superstar; Music; Entertainment Marketing; Media; Digital Technology; Creative Industries; Product Portfolio Management; General Management; Management; Strategy; Internet and the Web; Open Source Distribution; Creativity; Music Entertainment; Product Marketing; Music Industry
Elberse, Anita, and Alexandre de Pfyffer. "Spotify." Harvard Business School Case 516-046, July 2016.
- June 2016
- Case
Big Spaceship: The Evolving Agency
By: Boris Groysberg and Matthew G. Preble
This case discusses the evolution of Big Spaceship, an advertising and marketing agency, from a product-focused business to a relationship-oriented one as clients seek deeper and more meaningful long-term partnerships. The 15-year-old company had already evolved... View Details
Keywords: Digital Marketing; Advertising; Advertising Campaigns; Marketing; Organizational Structure; Organizational Design; Organizational Culture; Organizational Change and Adaptation; Social Media; Advertising Industry; United States; New York (city, NY)
Groysberg, Boris, and Matthew G. Preble. "Big Spaceship: The Evolving Agency." Harvard Business School Case 416-003, June 2016.
- June 2016
- Case
Publicis Groupe 2016: Maurice and the Millennials
By: Rosabeth Moss Kanter and Jonathan Cohen
Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the advertising and marketing firm to an integrated digital-ready enterprise to address industry changes. In early 2016, following a reorganization, he... View Details
Keywords: Managing Change; Transformations; Digital; Millennials; Change; Innovation; Acquisitions; Merger; Culture; Advertising Agency; Reorganization; Organizational Change and Adaptation; Information Technology; Change Management; Restructuring; Management Succession; Marketing; Mergers and Acquisitions; Transformation; Innovation and Invention; Digital Marketing; Advertising Industry
Kanter, Rosabeth Moss, and Jonathan Cohen. "Publicis Groupe 2016: Maurice and the Millennials." Harvard Business School Case 316-127, June 2016.
- May 2016 (Revised September 2016)
- Case
Hillside Beach Club: Delivering the Ultimate Family Vacation in the Mediterranean
By: Rajiv Lal and Gamze Yucaoglu
In 2015, Edip Ilkbahar, HBC’s founder and CEO, was looking over the plans for a new branch in Cyprus. Since the inception of the company by the Alarko Group of companies in 1994, Ilkbahar’s company had enjoyed high occupancy, high guest satisfaction, and high... View Details
Keywords: Customer Experience; Customer Service; Hotel Industry; Emerging Market; Customer Focus; Leading Growth; Feedback Culture; Employee Empowerment; Employee Engagement; Employee Training; Staffing; Operations Management; Quality Management; Service Management; Service Quality; Continuous Improvement; Hillside; HBC; Turkey; Vacation; Customer Relationship Management; Quality; Employee Relationship Management; Service Operations; Organizational Culture; Customer Satisfaction; Selection and Staffing; Service Delivery; Competitive Advantage; Emerging Markets; Growth and Development; Accommodations Industry; Entertainment and Recreation Industry; Turkey
Lal, Rajiv, and Gamze Yucaoglu. "Hillside Beach Club: Delivering the Ultimate Family Vacation in the Mediterranean." Harvard Business School Case 516-110, May 2016. (Revised September 2016.)
- April 2016 (Revised June 2019)
- Case
The Walt Disney Studios
By: Anita Elberse
In December 2015, Alan Horn, chairman of The Walt Disney Studios, celebrates the world premiere of Star Wars: The Force Awakens—only the latest in a string of big bets that he has overseen. Disney pursues a “tentpole strategy” that revolves around at least eight... View Details
Keywords: Entertainment; Movie Industry; Film; Creative Industries; Product Portfolio Management; Innovation; Branding; Talent; Blockbuster; Superstar; Film Entertainment; Media; Strategy; Talent and Talent Management; Creativity; Product Launch; Brands and Branding; Product Development; Marketing; Entertainment and Recreation Industry; Motion Pictures and Video Industry
Elberse, Anita. "The Walt Disney Studios." Harvard Business School Case 516-105, April 2016. (Revised June 2019.)
- April 3, 2016
- Guest Column
The Power of C.E.O. Activism: How Politically Outspoken Executives Sway Public (and Consumer) Opinion
By: Aaron K. Chatterji and Michael W. Toffel
Some CEOs are making news by taking public stances on controversial social issues largely unrelated to their core business. This article summarizes the insights from our research paper that shows that such "CEO activism" can influence public opinion and consumer... View Details
Keywords: Leadership & Corporate Accountability; Non-market Strategy; Corporate Social Responsibility; Politics; Political Influence; Political Strategy; Political Risk; Equity; Gender; Climate Change; Communication Strategy; Law; Leadership; Brands and Branding; Media; Problems and Challenges; Civil Society or Community; Social Issues; Public Opinion; United States; Georgia (state, US); North Carolina; Indiana; Indianapolis
Chatterji, Aaron K., and Michael W. Toffel. "The Power of C.E.O. Activism: How Politically Outspoken Executives Sway Public (and Consumer) Opinion." Grey Matter. New York Times (April 3, 2016), SR10.
- March 2016
- Article
Environmental Demands and the Emergence of Social Structure: Technological Dynamism and Interorganizational Network Forms
By: Adam Tatarynowicz, Maxim Sytch and Ranjay Gulati
This study investigates the origins of variation in the structures of interorganizational networks across industries. We combine empirical analyses of existing interorganizational networks in six industries with an agent-based simulation model of network emergence.... View Details
Keywords: Interorganizatonal Relationships; Social Networks; Network Emergence; Interorganizational Networks; Information Technology; Networks; Organizational Structure; Social and Collaborative Networks; Social Media
Tatarynowicz, Adam, Maxim Sytch, and Ranjay Gulati. "Environmental Demands and the Emergence of Social Structure: Technological Dynamism and Interorganizational Network Forms." Administrative Science Quarterly 61, no. 1 (March 2016): 52–86.
- 2016
- Teaching Note
Advanced Leadership Pathways: Shelly London and Ethics Education
By: Rosabeth Moss Kanter, Tessa Natanay Hamilton and Ai-Ling Jamila Malone
Teaching Note for Case 313-028. Following a successful career as a Senior Vice President, Vice President, and Chief Communications Officer at two large corporate companies, Shelly London became a Harvard Advanced Leadership Fellow. During her fellowship she set out to... View Details
Keywords: Ethics; Education; Moral Sensibility; Behavior; Decision Making; Leadership; Innovation and Management; Change Management; Social Enterprise; Education Industry; Service Industry; North and Central America
Kanter, Rosabeth Moss, Tessa Natanay Hamilton, and Ai-Ling Jamila Malone. "Advanced Leadership Pathways: Shelly London and Ethics Education." Harvard Business Publishing Teaching Note, 2016. (Harvard Advanced Leadership Initiative.)
- October 2015
- Case
Facebook: The First Ten Years
By: Shane Greenstein, Marco Iansiti and Christine Snively
Facebook celebrated its ten year anniversary in February 2014. Over the past decade it has grown into the largest social network in the world with one billion users. After filing an IPO in 2012 at a $104 billion valuation (the third largest IPO in U.S. history), the... View Details
- August 2015 (Revised June 2019)
- Case
Shonda Rhimes' ShondaLand
By: Anita Elberse and Henry McGee
In January 2015, superstar television creator Shonda Rhimes, whose production company ShondaLand dominates American television's most competitive and lucrative night with three shows in primetime on network ABC's Thursday night, is plotting the future. One challenge... View Details
Keywords: Entertainment; Television; Broadcasting; Creative Industries; Television Industry; Product Portfolio Management; Superstar; Talent Management; Television Entertainment; Media; Creativity; Marketing; Talent and Talent Management; Personal Development and Career; Media and Broadcasting Industry; United States
Elberse, Anita, and Henry McGee. "Shonda Rhimes' ShondaLand." Harvard Business School Case 516-026, August 2015. (Revised June 2019.)
- 2015
- Working Paper
Social Is the New Financial: How Startups' Social Media Activities Influence Funding Outcomes
By: Andy Wu, Fujie Jin and Lorin Hitt
- June 2015 (Revised October 2016)
- Case
Denver Museum of Nature & Science
By: Jill Avery and Jim Rosenberg
Digital was on Vice President of Strategic Partnerships and Programs Bridget Coughlin's mind these days. DMNS had been dabbling in digital for the past few years, but had never fully committed to it. The time had come to establish a strategic vision, and to decide... View Details
Keywords: Digital; Nonprofit; Arts; Education; Marketing; Marketing Communications; Marketing Strategy; Nonprofit Organizations; Social Media; Education Industry; North America; United States
Avery, Jill, and Jim Rosenberg. "Denver Museum of Nature & Science." Harvard Business School Case 315-081, June 2015. (Revised October 2016.)
- December 2014
- Supplement
Aspen Skiing Company Video Supplement
Having begun improving the environmental performance of its own operations, Aspen Skiing Company is considering "greening" its supply chain and lobbying for greenhouse gas regulations. A world renowned ski resort vulnerable to global climate change, Aspen's activities... View Details
Keywords: Conflict of Interests; Climate Change; Supply Chain Management; Corporate Social Responsibility and Impact; Environmental Sustainability; Tourism Industry; Entertainment and Recreation Industry; Aspen
Toffel, Michael W. "Aspen Skiing Company Video Supplement." Harvard Business School Multimedia/Video Supplement 615-704, December 2014.
- October 2014 (Revised November 2016)
- Technical Note
Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)
By: Elie Ofek
This note presents two related measures for assessing the financial value of a customer to the firm. The first is the well-known measure of Customer Lifetime Value, or CLV for short. The second, which has received much less attention, treats the acquisition of a... View Details
Keywords: Customer Lifetime Value; Return On Investment; Segmentation; Social Networks; Customer Relationship Management; Marketing Strategy; Investment Return; Social and Collaborative Networks; Social Media
Ofek, Elie. "Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)." Harvard Business School Technical Note 515-049, October 2014. (Revised November 2016.)
- July 2014
- Article
Winners in the Spotlight: Media Coverage of Fund Holdings as a Driver of Flows
By: David H. Solomon, Eugene F. Soltes and Denis Sosyura
We show that media coverage of mutual fund holdings affects how investors allocate money across funds. Controlling for fund performance, fund holdings with high past returns attract extra flows only if these stocks were recently featured in major newspapers. In... View Details
Solomon, David H., Eugene F. Soltes, and Denis Sosyura. "Winners in the Spotlight: Media Coverage of Fund Holdings as a Driver of Flows." Journal of Financial Economics 113, no. 1 (July 2014): 53–72.
- May 2014 (Revised August 2020)
- Teaching Note
Building a Social Media Culture at Dell
By: Rohit Deshpandé and Michael Norris