Publications
Publications
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(10,113)
- Faculty Publications (1,960)
- March 2023
- Case
Ransomware Attack at Colonial Pipeline Company
By: Suraj Srinivasan and Li-Kuan Ni
On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth about $4.4 million at the time) in... View Details
Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
- March 2023
- Article
Reaching for Rigor and Relevance: Better Marketing Research for a Better World
By: Shilpa Madan, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan and Katherine White
Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. Climate change,... View Details
- February 2023
- Teaching Note
Colette Phillips and GetKonnected: Creating Inclusive Ecosystems
By: Rosabeth M. Kanter and Ai-Ling Jamila Malone
Teaching Note for HBS Case No. 323-035. View Details
Keywords: Diversity; Ecosystem; Inclusion; People Of Color; Network; Racial Bias; Gender Bias; Entrepreneur; Entrepreneurial Ecosystems; Change; Change Barriers; Change Leadership; Community; Innovation; Pandemic; Impact; Systemic Racism; Minority-owned Businesses; Social and Collaborative Networks; Equity; Race; Small Business; Prejudice and Bias; Boston
- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
- 2023
- Working Paper
Sending Signals: Strategic Displays of Warmth and Competence
By: Bushra S. Guenoun and Julian J. Zlatev
Using a combination of exploratory and confirmatory approaches, this research examines how
people signal important information about themselves to others. We first train machine learning
models to assess the use of warmth and competence impression management... View Details
- February 2023
- Case
Ransomware Attack at Springhill Medical Center
By: Suraj Srinivasan and Li-Kuan (Jason) Ni
In July, 2019, Springhill Medical Center (“SMC”) in Mobile, Alabama, fell prey to a malicious ransomware attack that crippled the hospital’s internal network systems and public-facing web page. While the hospital rushed to securely restore the network, medical... View Details
Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Health Industry; United States; Alabama
- February 2023
- Case
SIMmersion: Simulating Crucial Conversations
By: Alison Wood Brooks, Julian Zlatev and F Katelynn Boland
This case introduces readers to SIMmersion, a company founded in 2002 that creates and sells training programs to firms, government agencies, educational institutions, and individuals (B2B and B2C). Their training programs are built around simulations (“sims”) that... View Details
- February 2023 (Revised March 2023)
- Case
Twitter Turnaround and Elon Musk
By: Andy Wu and Goran Calic
Late afternoon on Friday, October 27th, 2022, Elon Musk was the center of attention at Twitter’s San Francisco headquarters. The night before, Musk officially took the company private and became Twitter’s majority shareholder, finally ending a months-long acquisition... View Details
- February 2023 (Revised March 2023)
- Case
Hey, Insta & YouTube, Are You Watching TikTok?
In early 2023, the entertainment app TikTok reached close to 1 billion users globally, placing it 4th behind the leading social networks of Facebook, YouTube, and Instagram. Featuring a sophisticated recommendation engine, TikTok mastered the art of keeping users... View Details
- 2023
- Article
A Randomized Trial of Behavioral Nudges Delivered through Text Messages to Increase Influenza Vaccination among Patients with an Upcoming Primary Care Visit
By: Mitesh S. Patel, Katherine L. Milkman, Linnea Gandhi, Heather N. Graci, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Modupe Akinola, John Beshears, Jonathan E. Bogard, Alison Buttenheim, Christopher Chabris, Gretchen B. Chapman, James J. Choi, Hengchen Dai, Craig R. Fox, Amir Goren, Matthew D. Hilchey, Jillian Hmurovic, Leslie John, Dean Karlan, Melanie Kim, David Laibson, Cait Lamberton, Brigitte C. Madrian, Michelle N. Meyer, Maria Modanu, Jimin Nam, Todd Rogers, Renante Rondina, Silvia Saccardo, Maheen Shermohammed, Dilip Soman, Jehan Sparks, Caleb Warren, Megan Weber, Ron Berman, Chalanda N. Evans, Seung Hyeong Lee, Christopher K. Snider, Eli Tsukayama, Christophe Van den Bulte, Kevin G. Volpp and Angela L. Duckworth
Purpose: To evaluate if nudges delivered by text message prior to an upcoming primary care visit can increase influenza vaccination rates.
Design: Randomized, controlled trial.
Setting: Two health systems in the Northeastern US between September 2020 and... View Details
Design: Randomized, controlled trial.
Setting: Two health systems in the Northeastern US between September 2020 and... View Details
- February 2023
- Article
Homophily and Acrophily as Drivers of Political Segregation
By: Amit Goldenberg, Joseph M. Abruzzo, Zi Huang, Jonas Schone, David Bailey, Robb Willer, Eran Halperin and James J. Gross
Political segregation is an important social problem, increasing polarization and impeding effective governance. Previous work has viewed the central driver of segregation to be political homophily, the tendency to associate with others who have similar views. Here we... View Details
- January 2023
- Case
Natura: Weathering the Pandemic at Brazil's Cosmetic Giant
By: Brian Trelstad, Pedro Levindo and Carla Larangeira
Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts... View Details
Keywords: COVID-19 Pandemic; ESG Reporting; Acquisition; Customer Focus and Relationships; Decision Making; Social Entrepreneurship; Environmental Sustainability; Environmental Management; Climate Change; Ethics; Moral Sensibility; Values and Beliefs; Global Strategy; Corporate Governance; Health Pandemics; Human Resources; Human Capital; Crisis Management; Growth and Development Strategy; Marketing; Distribution Channels; Supply Chain; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Customer Ownership; Relationships; Business and Community Relations; Business and Stakeholder Relations; Networks; Partners and Partnerships; Science-Based Business; Reputation; Human Needs; Social Issues; Strategy; Equality and Inequality; Beauty and Cosmetics Industry; Brazil; Latin America
- January 2023
- Case
Proday: Calling the Right Play
By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that... View Details
- December 2022 (Revised January 2025)
- Case
Akooda: Charging Toward Operational Intelligence
By: Christopher Stanton and Mel Martin
The Akooda case describes the challenges confronting founder and CEO Yuval Gonczarowski (MBA ‘17) in 2022 as he attempts to boost sales. Launched in November 2020, Akooda was an AI company that mined 20 different sources of digital data, from tools like Slack, Google... View Details
- 2022
- White Paper
The Partnership Imperative: Community Colleges, Employers, & America's Chronic Skills Gap
By: Joseph B. Fuller and Manjari Raman
The nature of work has changed dramatically across
industries in the last few decades due to rapid and
repeated waves of automation. Nowhere is this more
evident than in middle-skills positions—those that
require less than a four-year college degree but more
than... View Details
- December 2022 (Revised January 2023)
- Case
Cann: High Hopes for Cannabis Infused Beverages
By: Ayelet Israeli and Anne V. Wilson
Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details
Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Food and Beverage Industry; United States; Canada; North America
- December 2022 (Revised June 2023)
- Case
Hacking the U.S. Election: Russia's Misinformation Campaign
By: Shikhar Ghosh
The case discusses the relatively low technology approach used by Russia to influence the U.S. Presidential Election in 2016. Although political parties manipulating the media was not a new phenomenon, the Russians ran a broad, well-financed, and sophisticated social... View Details
- 2022
- Article
Before Plagiarism: Lawyers and Copynorms in Europe, 1300–1600
By: Robert Fredona and Sophus A. Reinert
This essay uses the concept of 'copynorms', social norms about copying expressive works that can be distinct from legal norms about the same, in order to understand the meaning of intellectual property among Roman law and canon law jurists from the fourteenth through... View Details
- December 2022
- Article
Cost Standard Set Program: Moving Forward to Standardization of Cost Assessment Based on Clinical Condition
By: Anna Paula Beck da Silva Etges, Richard D. Urman, Anne Geubelle, Robert Kaplan and Carisi Anne Polanczyk
This communication announces the International Cost Standard Set Program. Its goal is to establish global standardized frameworks for measuring the costs of treating specific clinical conditions. A scientific committee, including 16 international healthcare cost... View Details
- December 2022
- Article
Scarlet Letters: Rehabilitation Through Transgression Transparency and Personal Narrative Control
By: Erin L. Frey, Ethan Bernstein and Nick Rekenthaler
When employees commit transgressions, organizations often use tools of organizational control to prevent them from transgressing again. We investigate whether organizations can use transgression transparency to rehabilitate transgressors. Although making transgressions... View Details