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Show Results For
- All HBS Web
(1,496)
- People (10)
- News (412)
- Research (851)
- Events (6)
- Multimedia (15)
- Faculty Publications (484)
- 18 Mar 2019
- Research & Ideas
Stuck in Commuter Hell? You Can Still Be Productive
this makes people feel happier about their jobs, according to the working paper Between Home and Work: Commuting as an Opportunity for Role Transitions. Meanwhile, doing relaxing or purely pleasurable things on the way to the office, like listening to music in the car... View Details
Keywords: by Dina Gerdeman
- 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).
- 27 Oct 2017
- News
The selfie’s gone, but the damage is done
- November 2021
- Article
Ratings, Reviews, and the Marketing of New Products
By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details
Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
Fainmesser, Itay P., Dominique Olié Lauga, and Elie Ofek. "Ratings, Reviews, and the Marketing of New Products." Management Science 67, no. 11 (November 2021): 7023–7045.
- September 2011 (Revised August 2013)
- Case
The Pepsi Refresh Project: A Thirst for Change
By: Michael I. Norton and Jill Avery
In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details
Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry
Norton, Michael I., and Jill Avery. "The Pepsi Refresh Project: A Thirst for Change." Harvard Business School Case 512-018, September 2011. (Revised August 2013.)
- April 2017
- Teaching Note
Sesame Workshop: Bringing Big Bird Back to Health (Abridged)
By: Rosabeth Moss Kanter, Ryan Raffaelli, Ai-Ling Jamila Malone and Jonathan Cohen
Sesame Workshop was in the middle of a turnaround in 2016. CEO Jeff Dunn had reorganized and shifted the iconic institution to respond to digital disruption and a consensus culture. This Teaching Note helps instructors teach the abridged and full-length versions of... View Details
Keywords: Turnaround; NGO; Non-profit; Organization Alignment; Managing Change; Philanthropy; Media; Television; Reorganization; Talent; Innovation; Risk Aversion; Organizational Change and Adaptation; Change Management; Restructuring; Identity; Transformation; Media and Broadcasting Industry; Media and Broadcasting Industry
- March 2020 (Revised June 2023)
- Case
Scaling Nextdoor
By: Jeffrey F. Rayport, Thomas O. Jones and Jeff Huizinga
Nextdoor, striving to solidify its position as the leading global social media platform for neighborhoods, works to scale audience, geography, and revenue. View Details
Keywords: Platforms; Information Technology; Entrepreneurship; Growth and Development Strategy; Social Media; Digital Platforms
Rayport, Jeffrey F., Thomas O. Jones, and Jeff Huizinga. "Scaling Nextdoor." Harvard Business School Case 820-097, March 2020. (Revised June 2023.)
- March 2018 (Revised December 2019)
- Case
Edward Lewis: Essence Magazine
By: Steven Rogers and Jacqueline Adams
Essence, the first magazine aimed at African-American women, was created by four, young, Black entrepreneurs in the aftermath of massive racial and political upheaval in the United States in 1968. The venture was a financial, branding and cultural success. By 2005, the... View Details
Keywords: Female; Decisions; African-Americans; Contemporary History; Social History; Culture; Selling; Acquisition; Joint Ventures; Corporate Entrepreneurship; Asset Pricing; Collaborative Innovation and Invention; Innovation and Management; Brands and Branding; Media; Organizational Culture; Valuation; Journals and Magazines; Business History; Fairness; Adaptation; Consolidation; Publishing Industry; New York (city, NY)
Rogers, Steven, and Jacqueline Adams. "Edward Lewis: Essence Magazine." Harvard Business School Case 318-115, March 2018. (Revised December 2019.)
- 20 Oct 2014
- Research & Ideas
Users Love Ello, But What’s the Business Model?
that social media users are increasingly attracted to the idea of such a model. But funding it without advertising's help won't be easy. Two digital marketing experts, Harvard Business School professors John... View Details
- 27 Nov 2017
- Research & Ideas
Beware the Lasting Impression of a 'Temporary' Selfie
that they will disappear quickly from the public eye after having been seen by the intended recipients or after a short period of time. Disappearing selfies are seemingly the ideal solution for people who enjoy life on social View Details
Keywords: by Rachel Layne
- 10 Jun 2014
- News
The move that could save Twitter
- 01 Jul 2012
- News
Winning friends in new places
- April 19, 2023
- Editorial
Extreme Views Are More Attractive Than Moderate Ones
By: Amit Goldenberg
Do you ever feel like everyone on social media has a more extreme viewpoint than your own? We often blame social media companies for the cacophony of politically extreme opinions around us. After all, these companies are generally motivated to promote the most... View Details
Goldenberg, Amit. "Extreme Views Are More Attractive Than Moderate Ones." Scientific American (website) (April 19, 2023).
- October 2019 (Revised February 2023)
- Case
Gupta Media: Performance Marketing in the Digital Age
By: V. Kasturi Rangan and Courtney Han
Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists... View Details
Keywords: Marketing; Digital Marketing; Performance; Measurement and Metrics; Social Media; Advertising Industry
Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. (Revised February 2023.)
- 02 Mar 2016
- News
Entrepreneurship to improve the world for everyone
- December 2018 (Revised September 2019)
- Case
Brand Activism: Nike and Colin Kaepernick
By: Jill Avery and Koen Pauwels
Nike's selection of politically polarizing Colin Kaepernick as the spokesperson for the 30th anniversary of its iconic "Just Do It" campaign catapulted the brand into the media spotlight and made it a political flashpoint for consumers across America. Would the choice... View Details
Keywords: Digital Marketing; Entertainment; Politics; Activism; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Marketing Communications; Sports; Advertising; Social Media; Apparel and Accessories Industry; Sports Industry; Consumer Products Industry; United States; North America
Avery, Jill, and Koen Pauwels. "Brand Activism: Nike and Colin Kaepernick." Harvard Business School Case 519-046, December 2018. (Revised September 2019.)
- 04 Feb 2014
- News
Facebook turns 10
- February 2025
- Teaching Note
Influencer-Led Brand Building: Hairitage and the McKnights
By: William R. Kerr and James Palano
Teaching Note for HBS Case No. 825-066. Mindy McKnight started in 2009 as an early influencer on social media whose videos of creative hairstyles for girls launched her family on an entrepreneurship journey. The McKnights transitioned from YouTube ad revenue to brand... View Details
- September 2023
- Case
The Meteoric Rise of Skims
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Inference; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Social Influencers; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.