Community - Publications - Faculty & Research

April 2020
Teaching Note

Glossier: Co-Creating a Cult Brand with a Digital Community

Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details

Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States

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1992
Book

Cases in Advertising and Communications Management

By: S. A. Greyser

Keywords: Advertising; Communication; Management

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2011
Chapter

Organizations in the Shadow of Communities

By: Siobhan O'Mahony and Karim R. Lakhani

Keywords: Organizations; Civil Society or Community

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25 Oct 2015
News

Measuring and Communicating Health Care Value with Charts

Research Summary

Communication (and Coordination?) in a Modern, Complex Organization

This is a descriptive study of the structure of communications in a modern organization. We analyze a dataset with millions of electronic mail messages, calendar meetings and teleconferences for many thousands of employees of a single, multidivisional firm during a... View Details

September 2010
Teaching Note

China Mobile's Rural Communications Strategy (TN)

By: William C. Kirby and F. Warren McFarlan

Teaching Note for 309034. View Details

Keywords: Rural Scope; Investment; Communication Strategy; Information Management; Government and Politics; Governance Controls; China

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Web

1.1 HBS Community Values | MBA

1.1 HBS Community Values 1.0 Academic Information & Policies The MBA Program is built around the HBS Learning Model, where students and faculty teach and learn from one another. The goal of Community Values... View Details

March 2020
Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery

Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details

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March 2011
Article

Restaurant Organizational Forms and Community in the U.S. in 2005

By: Glenn R. Carroll and Magnus Thor Torfason

Recent sociological theory and research highlights food, drink, and restaurants as culturally meaningful and related to social identity. An implication of this view holds that the prevalence of corporate chain restaurants affects the sociological character of... View Details

Keywords: Demographics; Age; Supply Chain Management; Culture; Balance and Stability; Income Characteristics; Research; Civil Society or Community; Identity; Theory; Society; Service Industry; United States

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2024
Working Paper

Operational Impact of Communication Channels: Evidence from Last-Mile Delivery Services

By: Natalie Epstein, Santiago Gallino and Antonio Moreno

Communication channels are often used to improve customer satisfaction and behavior. This paper studies how they can be used to enhance operational performance.
We partner with a last-mile delivery company and, through natural and field experiments, explore... View Details

Keywords: Customer Satisfaction; Consumer Behavior; Logistics; Communication

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Article

Choosing Between Lotteries: Remarkable Coordination Without Communication

By: Yoella Bereby-Meyer, Simone Moran, Brit Grosskopf and Dolly Chugh

The current research examines tacit coordination behavior in a lottery selection task. Two hundred participants in each of three experiments and 100 in a fourth choose to participate in one of two lotteries, where one lottery has a larger prize than the other.... View Details

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August 2000 (Revised November 2000)
Case

Building Brand Community on the Harley-Davidson Posse Ride

The second Harley-Davidson Posse Ride, a grueling 2,300 mile, 10-day trek from South Padre Island, Tex., to the Canadian Border is billed "for serious riders only." Harley Owner's Group (H.O.G.) Director Mike Keefe must decide whether this rolling rally deserves a... View Details

Keywords: Relationships; Customer Focus and Relationships; Brands and Branding; Motorcycle Industry; United States

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