Social Marketing - Publications - Faculty & Research

November 2008 (Revised November 2008)
Case

Cyworld: Creating and Capturing Value in a Social Network

By: Sunil Gupta and Sangman Han

In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea.... View Details

Keywords: Customer Value and Value Chain; Consumer Behavior; Social and Collaborative Networks; Segmentation; Value Creation; South Korea

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November 30, 2010
Article

Seven Social Transformations Unleashed by Mobile Devices

By: Jeffrey F. Rayport

Keywords: Technology; Digital Services; Strategy; Internet and the Web; Marketing

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Research Summary

Making Markets Work: An Executive Education Program for Africa

By: Debora L. Spar

In the last decades of the 20th century economic growth was distributed unevenly across the world. While some countries experienced sustained and unprecedented prosperity, others fell further and further behind. This widening gap was particularly evident in Africa,... View Details

01 Aug 2008
Research & Ideas

Does Market Capitalism Have a Future?

In June, Professor Joe Bower (with fellow HBS professors Dutch Leonard, David Moss, and Lynn Paine) led an HBS faculty colloquium on "The Future of Market Capitalism." The HBS Alumni Bulletin spoke with Bower shortly after the... View Details

Keywords: by Garry Emmons

Research Summary

Overview

Yanhua Bird's research encompasses two streams: (1) entrepreneurship and social innovation — how the design and structure of alternative forms of enterprises influence their activities and success, with a focus on peer-to-peer markets and social enterprises, and (2)... View Details

Keywords: Organizational Behavior; Strategy; Social Evaluation; Entrepreneurship; Social Innovation; Social Movements; Non-market Strategy; Corporate Sustainability

2015
Working Paper

The Market That Wasn't: The Non-Emergence of the Online Grocery Category.

By: C. Navis, G. Fisher, Ryan Raffaelli and Mary Ann Glynn

In this paper, we examine the non-emergence of a potential new market category. In the late 1990s, the entrepreneurial firms that attempted to sell groceries online in the US attracted significant resources, made impressive technological advancements, and generated... View Details

Keywords: Emerging Markets; Failure; Food; Online Technology; Food and Beverage Industry; Web Services Industry

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Teaching Interest

Overview

By: John A. Deighton

I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details

Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Consumer Products Industry; Entertainment and Recreation Industry; Information Technology Industry; Publishing Industry; Media and Broadcasting Industry

2023
Working Paper

The Market for Healthcare in Low Income Countries

By: Abhijit Banerjee, Abhijit Chowdhury, Jishnu Das, Jeffrey Hammer, Reshmaan Hussam and Aakash Mohpal

Patient trust is an important driver of the demand for healthcare. But it may also impact supply: doctors who realize that patients may not trust them may adjust their behavior in response. We assemble a large dataset that assesses clinical performance using... View Details

Keywords: Health Care and Treatment; Quality; Developing Countries and Economies; Trust

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Business and Low Income Sectors: The Creation of Economic and Social Value

In the last three decades, innovative commercial solutions have emerged in developing nations focusing on providing effective responses to the hugely underserved needs of low-income populations, both as consumers as well as active participants in productive value... View Details

27 Feb 2017
Research & Ideas

Reputation is Vital to Survival in Turbulent Markets

Organizations with great reputations can draw large and loyal followings. Source: iStock In developed countries, the best friends of businesses are the legal, political, and social institutions—banks, courts, intellectual property... View Details

Keywords: by Sean Silverthorne

Article

Copyright Infringement in the Market for Digital Images

By: Hong Luo and Julie Holland Mortimer

Digital technologies for sharing creative goods create new opportunities for copyright infringement and challenge established enforcement methods. We establish several important facts about the nature of copyright infringement and efforts to settle past infringing use... View Details

Keywords: Information Technology; Creativity; Copyright

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22 Feb 2000
Research & Ideas

Social Capital Markets: Creating Value in the Nonprofit World

himself during his six years as president andCEO of Outward Bound, plunging him into the Social Capital Markets arena.When Outward Bound received an $8-million grant for a new educationalinitiative, Grossman... View Details

Keywords: by Anne Kavanagh

June 2015
Case

The Coca-Cola Company's Case for Creative Transformation

By: Thales S. Teixeira and Elizabeth Anne Watkins

In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan... View Details

Keywords: Attention Economics; Creating Connections; Digital Marketing; Marketing Innovations; Social Networks; Advertising Content; Networked Brand; Beverage Industry; Coca-Cola; Digital Innovation; Digital Transition; Marketing; Marketing Communications; Innovation Strategy; Social and Collaborative Networks; Advertising; Creativity; Consumer Products Industry

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Teaching Interest

Behavioral Economics and Applications in Markets (Econ 970, Spring 2013 and 2014)

Second-year undergraduate course introducing students to academic research in the field of behavioral economics. The course covers key models of time-inconsistent preferences, overconfidence, social preferences, and projection bias. The students are introduced to... View Details

April 2013 (Revised November 2015)
Case

Advanced Leadership Pathways: Gilberto Dimenstein and Community Empowerment in Brazil

By: Rosabeth Moss Kanter, Alexandre Naghirniac, Ai-Ling Jamila Malone and Daniella Suarez

In 2011, Gilberto Dimenstein, a well-known Brazilian journalist, created a new model that connected disparate resources to revitalize Sao Paulo. He wanted his model to expand across Brazil and the world. Dimenstein covered many of the social issues facing Brazil as a... View Details

Keywords: Social Change; Websites; Education; Awareness; Marketing Communication; City Innovation; Leadership; Social Enterprise; Social Entrepreneurship; Web Sites; Marketing; City; Brazil

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05 Dec 2017
Research & Ideas

What We've Learned from 101 Entrepreneurs in Emerging Markets

Harvard Business School’s exploration of the evolution of business leadership in Africa, Asia, and Latin America has reached an important milestone. This month the Creating Emerging Markets project will publish interviews 100 and 101... View Details

Keywords: by Sean Silverthorne

29 Apr 2013
Research & Ideas

Diagnosing the ‘Flutie Effect’ on College Marketing

Boston College's greatest marketing campaign lasted about six seconds. It's called the "Flutie Effect." In a 1984 game against the University of Miami, BC quarterback Doug Flutie threw a last-second "Hail Mary" pass 48... View Details

Keywords: by Sean Silverthorne; Education; Advertising; Sports

April 2021 (Revised March 2024)
Case

Social Media War 2021: Snap vs. Facebook vs. TikTok

By: David B. Yoffie and Daniel Fisher

This case explores the competitive war between Snap, Facebook, and TikTok in 2021. The strategic focus is on Snapchat: how should it respond to the emergence of TikTok, and how should it compete with the dominant competitor in its space—Facebook. The case examines... View Details

Keywords: Strategy Development; Competitor Analysis; Strategy; Network Effects; Competitive Strategy; Decision Choices and Conditions; Social Media

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20 Jun 2011
Lessons from the Classroom

Fame, Faith, and Social Activism: Business Lessons from Bono

escalating, high-profile campaign against Third World debt, poverty, war and disease. “Any CEO who thinks his or her job is about maximizing shareholder value is living in the past.” Koehn, a Harvard Business School historian who has studied View Details

Keywords: by Kim Girard; Entertainment & Recreation