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  • November 2009 (Revised January 2010)
  • Case

Communispace

By: Anat Keinan
Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing... View Details
Keywords: Customer Focus and Relationships; Brands and Branding; Product Launch; Network Effects; Social and Collaborative Networks; Online Technology; Communications Industry; Media and Broadcasting Industry
Related
  • June 2018
  • Article

Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged

By: Clarence Lee, Elie Ofek and Thomas Steenburgh
We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across... View Details
Keywords: Customer Engagement; Adoption Routes; Word-of-Mouth; Digital Marketing; Bayesian Estimation; Customers; Communication; Consumer Behavior; Marketing; Internet and the Web; Analytics and Data Science
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  • 13 Apr 2016
  • Research Event

What Does 'Diversity' Really Mean?

about ourselves, and of course, about others,” she said. “The second order of business, once we’ve done that, is to push back on the people in our lives who shoot down our ideas for creating and embodying equity. View Details
Keywords: by Dina Gerdeman
  • winter 2009
  • Journal Article

Interactivity's Unanticipated Consequences for Markets and Marketing

By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology
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  • 2012
  • Book

Strength in Numbers: The Political Power of Weak Interests

By: Gunnar Trumbull
This book investigates the sources of interest group influence on public policy. Trumbull argues that diffuse groups like consumers are more influential, and industry less influential, than we commonly assume. View Details
Keywords: Government and Politics; Interests; Power and Influence; Demand and Consumers; Policy
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  • 29 Jan 2014
  • Research & Ideas

Super Bowl Ads for Multitaskers

looking at. Increasingly, viewers are doubling up on entertainment with a second media device in their hand or on their lap to complement—and compete—with the television. In 2012, Nielsen found that close to... View Details
Keywords: by Michael Blanding; Advertising; Sports
  • 30 Sep 2009
  • Research & Ideas

Harvard and HBS: The Next 100 Years

Editor's Note: This is a summary of an HBS Business Summit presentation. View a full summary and video of the event on the HBS Centennial Web site linked below. Date of Event: October 14, 2008 Speakers: Jay... View Details
Keywords: Education
  • Article

Beyond the Target Customer: Social Effects in CRM Campaigns

By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson
Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details
Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior
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  • 31 Aug 2020
  • Research & Ideas

State and Local Governments Peer Into the Pandemic Abyss

government budgets—even as demand for public services peaks. Many predict that losses in the next fiscal year will be even worse because persistent record-high unemployment will significantly impact income tax revenue, says Green. Cash... View Details
Keywords: by Kristen Senz
  • 11 Mar 2013
  • Research & Ideas

Marissa Mayer Should Bridge Distance Gap with Remote Workers

Marissa Mayer's decision to ask Yahoo! employees to work from offices rather than at home has at least two potentially negative consequences, one for her and one for her employees. But she can mitigate both... View Details
Keywords: by Lakshmi Ramarajan; Publishing; Web Services
  • 24 Jul 2014
  • Op-Ed

Reform Tax Law to Keep US Firms at Home

along partisan lines, from overhauling the US corporate tax to punishing companies who choose to move elsewhere. On July 22, 2014, Mihir A. Desai, Miuzho Financial Group Professor of Finance at Harvard Business School, testified before... View Details
Keywords: by Mihir Desai; Pharmaceutical
  • 03 Feb 2016
  • What Do You Think?

How Do You Hire an 'Impostor'?

the right coaching in order to help to achieve a high self esteem...” Having inspired the question in the title, Joel then seemed to answer it by saying, “I think the answer lies in the demands of the role you hoped they’d fill. As a... View Details
Keywords: by James Heskett
  • 17 Nov 2015
  • Lessons from the Classroom

How Activist Investors Became Respectable

(Editor's Note. Carl Icahn is in the news again. On Monday, SEC filings revealed the militant investor has sold his entire stake in eBay, after successfully pushing the company to spin off its PayPal operation. Harvard Business School... View Details
Keywords: by Joseph Fuller; Financial Services; Banking
  • 19 Jul 2012
  • Working Paper Summaries

Charitable Giving When Altruism and Similarity are Linked

Keywords: by Julio J. Rotemberg
  • 06 Oct 2014
  • Research & Ideas

Why Businesses Need a Language Strategy

language skills meet the demands of their work and that employees aren't over- or underestimated based on their language skills. Interestingly, language skills can seem abstract or amorphous. In reality, for... View Details
Keywords: Re: Tsedal Neeley
  • 02 Apr 2019
  • First Look

New Research and Ideas, April 2, 2019

Hi-R-Me: Making Sales Calls This case study focuses on a professional services firm (“Performance Improvement Consulting”) and its sales calls on Hi-R-Me, a potential client. The case is supplemented by... View Details
Keywords: Dina Gerdeman
  • 13 Apr 2016
  • Research & Ideas

Why Your Company Wants to be a 'Cognitive Referent' (Hint: SpaceX)

When Rory M. McDonald was working on his PhD at Stanford University in 2007, it was the heyday of the lean startup in Silicon Valley. “It seemed like pretty much every week there was some new market category being touted as the next big... View Details
Keywords: by Roberta Holland; Aerospace; Food & Beverage; Retail
  • 27 Oct 2009
  • First Look

First Look: October 27

Working Papers Money or Knowledge? What Drives Demand for Financial Services in Emerging Markets? (revised) Authors: Shawn Cole, Thomas Sampson, and Bilal Zia Abstract Why is demand for formal financial... View Details
Keywords: Martha Lagace
  • 26 Jan 2022
  • Blog Post

Video: HBS Dean Srikant Datar Introduces the Case Method Centennial

View Video VIDEO TRANSCRIPT Dean Srikant Datar: 2021 brings a wonderful milestone: the 100-year anniversary of the introduction of the case method at Harvard Business School. I am excited to mark this moment... View Details
  • 07 Jun 2011
  • First Look

First Look: June 7

  PublicationsTransnational Management: Text, Cases and Readings in Cross-Border Management Authors:Christopher A. Bartlett and Paul W. Beamish Publication:Irwin/McGraw-Hill, 2011 Abstract Transnational Management focuses on the... View Details
Keywords: Sean Silverthorne