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  • June 2025
  • Exercise

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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  • 2021
  • Other Unpublished Work

Computer-Implemented Methods and Systems for Measuring, Estimating, and Managing Economic Outcomes and Technical Debt in Software Systems and Projects: US Patent 11,126,427 B2

By: Daniel J. Sturtevant, Carliss Baldwin, Alan MacCormack, Sunny Ahn and Sean Gilliland
An interrelated set of tools and methods is disclosed for: (1) measuring the relationship between software source code attributes (such as code quality, design quality, test quality, and complexity metrics) and software economics outcome metrics (such as... View Details
Keywords: Technical Debt; Applications and Software; Economics; Measurement and Metrics; Patents
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  • 21 Aug 2020
  • Blog Post

Pursuing a JD/MBA Joint Degree

Students enrolled in the HBS/HLS four-year joint degree program come from a wide variety of backgrounds. Many are interested in pursuing careers that operate at the intersection of business and law, and they seek to utilize the resources... View Details
  • 02 Aug 2022
  • Research & Ideas

6 Strategies for Building Socially Responsible—and Profitable—Companies

A dozen years ago, Harvard Business School Professor George Serafeim wondered why some companies operated with an eye toward the greater good, while most did not. Back then, he always got the same response: Corporate leaders thought social and environmental practices... View Details
Keywords: by Lane Lambert
  • February 2015 (Revised May 2015)
  • Supplement

Nokia's Bridge Program: Outcome and Results (B)

By: Sandra J. Sucher and Susan J. Winterberg
Nokia's leaders reflect on the Bridge program, lessons learned during its implementation, and the business benefits it brought to the company. Nokia's Bridge program resulted in 60% of employees knowing their next step the day they exited the firm. It also helped... View Details
Keywords: Layoffs; Plant Closure; Outplacement; Shared Value; Business or Company Management; Job Cuts and Outsourcing; Restructuring; Employee Relationship Management; Telecommunications Industry
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  • June 1991 (Revised April 1995)
  • Case

Second Bank of the United States: Banks and Banking Before the Second Bank of the United States

Describes the problems of early banking, early attempts at central banking, achieving a sound uniform currency, and economic growth. Illustrates the problems of developing a sound money economy in a developing country and shows the difficulties of branch management in... View Details
Keywords: Currency; Business History; Central Banking; Communication; Economic Growth; Banking Industry; United States
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  • 11 Mar 2001
  • Research & Ideas

Merchants to Multinationals: British Trading Companies in the Nineteenth and Twentieth Centuries

manufacturing and financial activities around the globe prior to WWI. The British trading companies played a significant role in opening new markets and developing new sources of supply in resources in the emerging global economy.... View Details
Keywords: by Geoffrey Jones
  • Web

Careers - Alumni

achieve your goals and drive business impact. Are You Looking to Hire? Post a job and view resumes for fellow alumni and current students in our recruiting platform (12twenty). This login is specific for employers looking to hire HBS... View Details
  • 27 Mar 2017
  • Blog Post

Should Entrepreneurs Get an MBA?

In his encouraging entrepreneurs not to go to business school, PayPal co-Founder and Gawker toppler Peter Thiel faults MBA programs for producing “extremely herd-like thinking.” He’s not alone – Elon Musk also rails against View Details
  • Program

Strategic Negotiations

provide wide-ranging insights into your business challenges and career decisions Who Should Attend Senior executives who face complex and challenging negotiations, such as CEOs, entrepreneurs, board members, general managers, View Details
  • 31 Oct 2023
  • HBS Case

Checking Your Ethics: Would You Speak Up in These 3 Sticky Situations?

loyalties among clients, colleagues, and partners can present ethical issues that can be difficult to manage, says David Fubini, a senior lecturer at Harvard Business School. “You are an adviser. You are not an employee of the company you... View Details
Keywords: by Michael Blanding; Consulting
  • March 2006 (Revised June 2010)
  • Case

Eldeco: Playing in the Big League

By: Arthur I Segel, Nicolas P. Retsinas and Siddarth Yog
In 2001, Pankaj Bajaj is considering whether to go forward with a residential development outside New Delhi. Facing an uncooperative local authority, he must determine how to evaluate the risks of proceeding against the potential loss of a golden opportunity to bring... View Details
Keywords: Developing Countries and Economies; Construction; Government and Politics; Risk Management; Emerging Markets; Business and Government Relations; Conflict and Resolution; Real Estate Industry; New Delhi
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  • 12 Apr 2022
  • Blog Post

The Many Languages of Medicine to Impact Care Delivery

Biotechnology: Life Sciences joint degree program. To many, the idea of halting my medical school education so close to the finish line seemed misaligned. To most, the simultaneous pursuit of three degrees appeared unnecessary. To me, I saw an opportunity to View Details
  • August 2018 (Revised February 2022)
  • Case

Lexoo: Building a Long-Lasting Platform

By: Chiara Farronato and Elena Corsi
Daniel van Binsbergen, Lexoo’s CEO, and web developer Chris O’Sullivan, CTO, had set up Lexoo, a UK legal marketplace, to help small and medium enterprises (SME) find legal advice at low prices. Lexoo had recently invested in a new vertical focused on larger companies.... View Details
Keywords: Marketplaces; Legal Services; Growth Strategy; Technology Ventures; Service Operations; Digital Platforms; Marketplace Matching; Growth and Development Strategy; Legal Services Industry; United Kingdom
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  • March 2023
  • Case

MrBeast: Building a YouTube Empire

By: Anita Elberse and Oliver Band
Wednesday November 16, 2022 was a historic day in the ascent of Jimmy Donaldson, better known as MrBeast, to the top echelon of YouTube creators. That day he became the YouTuber with the most subscribers ever—a total of 112 million. The meteoric rise of the 24-year-old... View Details
Keywords: Philanthropy and Charitable Giving; Power and Influence; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Motion Pictures and Video Industry; Entertainment and Recreation Industry
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  • March 1998 (Revised December 2005)
  • Case

Beta Golf

By: William A. Sahlman, Michael J. Roberts and Laurence E. Katz
The Beta Group is a technology incubator in Menlo Park, CA that has successfully built a portfolio of businesses in the medical, consumer products, and industrial technology sectors by systematically matching proprietary technologies to unmet market needs. Beta has... View Details
Keywords: Business Strategy; Investment; Financial Strategy; Information Technology; Commercialization
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  • May–June 2014
  • Article

Paradigm-Changing vs. Paradigm-Deepening Innovation: How Firm Scope Influences Firm Technological Response to Shocks

By: Gautam Ahuja, Curba Morris Lampert and Vivek Tandon
We examine the direction of firms' research efforts as they respond to the shock of a sharp increase in the price of a key input. In terms of direction, firms can respond to this shock with paradigm-changing investments that develop technologies to use substitute... View Details
Keywords: Technological Change; Innovation; Evolutionary Approaches; Shocks; Technological Innovation; System Shocks; Corporate Strategy
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  • 17 Mar 2010
  • Working Paper Summaries

Conceptual Foundations of the Balanced Scorecard

Keywords: by Robert S. Kaplan

    Robert C. Merton

    Robert C. Merton is the School of Management Distinguished Professor of Finance at the MIT Sloan School of Management.

    Merton is University Professor Emeritus at Harvard University and was the George Fisher Baker Professor of... View Details

    Keywords: banking; brokerage; financial services; insurance industry; investment banking industry; retail financial services
    • 11 Feb 2020
    • Sharpening Your Skills

    10 Rules Entrepreneurs Need to Know Before Adopting AI

    However, that’s not the reality of the enterprise world. Big enterprises by default are averse to change unless they are convinced the alternative is worth their business development effort and the time... View Details
    Keywords: by Rocio Wu