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- Faculty Publications (780)
- 2025
- Working Paper
Antibiotic Treatments for Ulcers--Eradicating H-Pylori Infections: Case Histories of Transformational Advances
By: Amar Bhidé, Srikant M. Datar and Katherine Stebbins
This case history describes how a chance discovery of bacteria that infect stomach linings completely changed how physicians treat ulcers. Specifically, we chronicle how: 1) two Australian physicians brought the bacterial infection to the world’s attention and... View Details
Keywords: Health Care and Treatment; Technological Innovation; Innovation Strategy; Technology Adoption; Collaborative Innovation and Invention; Innovation and Invention; Governing Rules, Regulations, and Reforms
Bhidé, Amar, Srikant M. Datar, and Katherine Stebbins. "Antibiotic Treatments for Ulcers--Eradicating H-Pylori Infections: Case Histories of Transformational Advances." Harvard Business School Working Paper, No. 20-006, July 2019. (Revised January 2025.)
- July 2019
- Teaching Note
AT&T, Retraining, and the Workforce of Tomorrow
By: William R. Kerr and Carl Kreitzberg
A Teaching Note for the "AT&T, Retraining, and the Workforce of Tomorrow" case study (HBS#820-017). The case describes how AT&T designed and implemented a program to retrain 100,000 of its workers. The case first reviews the technological forces that compelled AT&T to... View Details
Keywords: AT&T; Workforce; Future Of Work; Telecommunications; Unions; Technological Change; Layoffs; MOOCS; Strategic Planning; Employees; Training; Labor; Learning; Labor Unions; Technology Adoption; Talent and Talent Management; Transformation; Communications Industry; Communications Industry; United States
- July 2019
- Article
The Gravitational Pull of Expressing Passion: When and How Expressing Passion Elicits Status Conferral and Support from Others
By: Jon M. Jachimowicz, Christopher To, Shira Agasi, Stéphane Côté and Adam D. Galinsky
Prior research attributes the positive effects of passion on professional success to intrapersonal characteristics. We propose that interpersonal processes are also critical because observers confer status on and support those who express passion. These interpersonal... View Details
Keywords: Passion; Admiration; Support; Emotions; Communication; Perception; Status and Position; Success; Situation or Environment; Competition
Jachimowicz, Jon M., Christopher To, Shira Agasi, Stéphane Côté, and Adam D. Galinsky. "The Gravitational Pull of Expressing Passion: When and How Expressing Passion Elicits Status Conferral and Support from Others." Organizational Behavior and Human Decision Processes 153 (July 2019): 41–62.
- May 30, 2019
- Article
Twitter Is Showing More Ads Instead of Better Ideas
A social media company that doesn’t know much about its users needs to work harder on its business model. View Details
Kominers, Scott Duke. "Twitter Is Showing More Ads Instead of Better Ideas." Bloomberg Opinion (May 30, 2019).
- 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).
- May 2019
- Teaching Note
JUUL and the Vaping Revolution
By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta
Teaching Note for HBS No. 619-006. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco
- April 2019 (Revised January 2025)
- Case
Clear Link Technologies, LLC: Driving Sales with Peer Effects
By: Christopher Stanton, Richard Saouma and Olivia Hull
The importance of a good peer or coworker is widely discussed, but understanding the glue that makes coworkers valuable is less understood. This case sheds light on the importance of peers and the practices and environments that make a group greater than the sum of its... View Details
Keywords: Talent and Talent Management; Interactive Communication; Experience and Expertise; Decision Making; Training; Design; Compensation and Benefits; Knowledge Acquisition; Knowledge Sharing; Human Capital; Working Conditions; Measurement and Metrics; Outcome or Result; Performance; Performance Improvement; Research; Sales; Salesforce Management; Motivation and Incentives; Telecommunications Industry; Utah; United States
Stanton, Christopher, Richard Saouma, and Olivia Hull. "Clear Link Technologies, LLC: Driving Sales with Peer Effects." Harvard Business School Case 819-072, April 2019. (Revised January 2025.)
- April 2019 (Revised October 2020)
- Case
Kraft Heinz: The $8 Billion Brand Write-Down
By: Jill Avery
On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,... View Details
Keywords: Brand Management; Brand Value; Brand Equity; Marketing ROI; Brand Storytelling; Intangible Assets; Brand Valuation; Marketing; Marketing Strategy; Brands and Branding; Management; Corporate Strategy; Consumer Behavior; Food; Marketing Communications; Advertising; Private Equity; Consumer Products Industry; Food and Beverage Industry; United States; North America
Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Case 519-076, April 2019. (Revised October 2020.)
- April 2019
- Article
Mitigating Malicious Envy: Why Successful Individuals Should Reveal Their Failures
People often feel malicious envy, a destructive interpersonal emotion, when they compare themselves to successful peers. Across three online experiments and a field experiment of entrepreneurs, we identify an interpersonal strategy that can mitigate feelings of... View Details
Brooks, Alison Wood, Karen Huang, Nicole Abi-Esber, Ryan W. Buell, Laura Huang, and Brian Hall. "Mitigating Malicious Envy: Why Successful Individuals Should Reveal Their Failures." Journal of Experimental Psychology: General 148, no. 4 (April 2019): 667–687.
- Article
The Right and Wrong Way to Do ‘CEO Activism’
By: Aaron K Chatterji and Michael W. Toffel
CEO activism—where leaders take public stands on controversial social and political issues that aren’t related to their company’s bottom line—has become increasingly common. CEO activism has attracted favorable media attention, but has also resulted in backlash and... View Details
Chatterji, Aaron K., and Michael W. Toffel. "The Right and Wrong Way to Do ‘CEO Activism’." Wall Street Journal (February 22, 2019).
- February 2019
- Case
Canibal—Play It Green!
By: Frank V. Cespedes, Joseph B. Fuller, Tonia Labruyere and Elena Corsi
In 2011, Canibal launched a machine that could sort and compress aluminum cans, plastic bottles, and cups. Users could play a jackpot-style game on the machine’s digital display, while disposing of their beverage containers and earning coupons or other rewards. The... View Details
Keywords: Sales Growth; Recycling; Start-up; Scaling; Market Selection; Sales; Marketing; Business Startups; Growth and Development Strategy; Segmentation; Product Positioning; Technology Industry; France
Cespedes, Frank V., Joseph B. Fuller, Tonia Labruyere, and Elena Corsi. "Canibal—Play It Green!" Harvard Business School Case 319-089, February 2019.
- January 2019 (Revised February 2024)
- Teaching Note
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Ayelet Israeli
Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
- January 2019
- Supplement
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details
Keywords: Brand Management; Market Research; Brand Positioning; Value Proposition; Consumer Products; Fast Moving Consumer Goods; Qualitative Methods; Zaltman Metaphor Elicitation Technique; ZMET; Data Analysis; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Marketing Communications; Analytics and Data Science; Analysis; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; United States; North America; Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis." Harvard Business School Supplement 519-062, January 2019.
- January 2019
- Case
Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case
By: Jill Avery and Gerald Zaltman
In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details
Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy
Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case." Harvard Business School Case 519-061, January 2019.
- January 2019 (Revised October 2019)
- Case
Glossier: Co-Creating a Cult Brand with a Digital Community
By: Jill Avery
Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was... View Details
Keywords: Brands; Brand Management; Brand Communication; Retailing; DTC; Influencer; Startup; Internet Marketing; Big Data; Crowdsourcing; Growth and Development Strategy; Social Media; E-commerce; Internet and the Web; Digital Marketing; Consumer Products Industry; Beauty and Cosmetics Industry; Retail Industry; United States; North America
Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised October 2019.)
- January 2019
- Supplement
JPMorgan Chase: Invested in Detroit (C)
By: Joseph L. Bower and Michael Norris
Video Supplement to HBS Case Nos. 918-406 and 918-410.
Beginning in 2014, JPMorgan Chase launched “Invested in Detroit,” a $100 million philanthropic investment in the city over five years. The bank worked with local economic development organizations,... View Details
Beginning in 2014, JPMorgan Chase launched “Invested in Detroit,” a $100 million philanthropic investment in the city over five years. The bank worked with local economic development organizations,... View Details
Keywords: Philanthropic Investment; Banking; Economic Development; Local Economic Development; Workforce Development; Financial Institutions; Corporate Social Responsibility and Impact; Urban Development; Business and Community Relations; Philanthropy and Charitable Giving; Expansion; Banking Industry; United States; Michigan; Detroit
Bower, Joseph L., and Michael Norris. "JPMorgan Chase: Invested in Detroit (C)." Harvard Business School Multimedia/Video Supplement 919-801, January 2019.
- January 2019 (Revised October 2020)
- Technical Note
Brand Storytelling
By: Jill Avery
Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details
Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry
Avery, Jill. "Brand Storytelling." Harvard Business School Technical Note 519-049, January 2019. (Revised October 2020.)
- December 2018 (Revised May 2019)
- Case
Bord Bia: Strategically Growing Irish Exports
By: Jose B. Alvarez, Forest L. Reinhardt and Emer Moloney
Agriculture was Ireland’s largest indigenous industry. Its agri-food sector was export driven, with almost 90% of production exported. Bord Bia was the Irish government agency charged with the promotion, trade development, and marketing of the Irish food, drink, and... View Details
Keywords: Agribusiness; Trends; Disruption; Communication Strategy; Experience and Expertise; Talent and Talent Management; Public Sector; Trade; Education; Food; Geography; Geographic Location; Rural Scope; Corporate Governance; Government Administration; Information; Knowledge Dissemination; Marketing Channels; Brands and Branding; Marketing Communications; Marketing Strategy; Planning; Business and Government Relations; Environmental Sustainability; Public Opinion; Business Strategy; Diversification; Agriculture and Agribusiness Industry; Food and Beverage Industry; Public Administration Industry; Retail Industry; Republic of Ireland; United Kingdom; Europe
Alvarez, Jose B., Forest L. Reinhardt, and Emer Moloney. "Bord Bia: Strategically Growing Irish Exports." Harvard Business School Case 519-043, December 2018. (Revised May 2019.)
- December 2018 (Revised February 2020)
- Case
Fishbowl: Scaling Up
By: Leslie K. John
Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details
Keywords: Communication Technologies; Customer Value; Value Chain; Interpersonal Communication; Talent and Talent Management; Customer Value and Value Chain; Entrepreneurship; Business Model; Growth and Development Strategy; Marketing Strategy; Advertising; Product Marketing; Digital Platforms; Consumer Behavior; Network Effects; Emotions; Motivation and Incentives; Trust; Applications and Software; Technology Adoption; Social Media; Communications Industry; Communications Industry; Communications Industry; Communications Industry; Communications Industry; United States
John, Leslie K. "Fishbowl: Scaling Up." Harvard Business School Case 919-013, December 2018. (Revised February 2020.) (Email mking@hbs.edu for a courtesy copy.)
- December 2018
- Case
Choosy
By: Jeffrey J. Bussgang and Julia Kelley
Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details
Keywords: Artificial Intelligence; Algorithms; Machine Learning; Neural Networks; Instagram; Influencer; Fast Fashion; Design; Customer Satisfaction; Customer Focus and Relationships; Decision Making; Cost vs Benefits; Innovation and Invention; Brands and Branding; Product Positioning; Demand and Consumers; Supply Chain; Production; Logistics; Business Model; Expansion; Internet and the Web; Mobile and Wireless Technology; Digital Platforms; Social Media; Technology Industry; Fashion Industry; North and Central America; United States; New York (state, US); New York (city, NY)