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  • 01 Jun 2018
  • News

What I Do: Minnie Ingersoll (MBA 2002)

that, not just because it’s the work that we’re doing, but also because I’m able to bring some of my skills from Google to help us run a user-growth campaign to reach people by using some reasonably basic tools of technology.” “A lot of... View Details
Keywords: Dan Morrell; illustrations by Peter and Maria Hoey
  • November 2022 (Revised March 2023)
  • Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; 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; Technology Industry; California
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  • November 2022 (Revised March 2023)
  • Supplement

JUUL and the Vaping Revolution: A 2022 Update

By: Michael W. Toffel and Sarah Mehta
This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; 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; Technology Industry; California
Related
  • 19 Feb 2019
  • First Look

New Research and Ideas, February 19, 2019

Abstract— We jointly examine the effects of television advertising and field operations in U.S. presidential elections, where the former is referred to as the “air war” and the latter as the “ground game.” Specifically, we look at how... View Details
Keywords: Sean Silverthorne
  • 01 Jun 2008
  • News

Understanding the Digital Frontier

Web 2.0 opportunities for your firm are endless. Managers can engage with customers via blogs (caution: they take much more time than you think). Victoria’s Secret and thousands of other firms have highly successful exposure on Facebook and MySpace. You can also create... View Details
Keywords: Sean Silverthorne; Management
  • 06 Mar 2006
  • Research & Ideas

Winners and Losers at the Olympics

There's much more at stake in the Olympics than medals. Giant corporations are eager to tie huge marketing and advertising campaigns to the Olympic rings and ideals. NBC spent more than $600 million to win... View Details
Keywords: Re: Stephen A. Greyser; Consumer Products; Entertainment & Recreation; Sports
  • 13 May 2008
  • First Look

First Look: May 13, 2008

What Deep Metaphors Reveal About the Minds of Consumers Authors:Gerald Zaltman and Lindsay Zaltman Publication:Harvard Business School Press, 2008 Abstract Why do advertising campaigns and new products often... View Details
Keywords: Martha Lagace
  • 02 May 2005
  • What Do You Think?

Where is Consumer Generated Marketing Taking Us?

of bloggers who speak in both whispers and shouts. Combined with the low cost of Web site and even crude advertising design, inhabitants of the Web can achieve wonders in creating and broadcasting a wide range of messages. These range... View Details
Keywords: by James Heskett
  • 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... View Details
Keywords: by Kim Girard; Entertainment & Recreation
  • Web

Morse and Polaroid’s Creative Ethos | Baker Library

the board of directors at the Cambridge Settlement House, which provided social services to the urban poor and campaigned for social justice, and she volunteered at Jobs Clearing House, a job placement program for African Americans. In... View Details
  • Web

Seen and Unseen | Baker Library | Bloomberg Center | Harvard Business School

Harvard Business School Virtual Tour This exhibition explores representations of Native Americans in the popular imagination through a selection of advertising trade cards, currency, illustrations, and sculpture from Baker Library Special... View Details
  • 28 Mar 2017
  • First Look

First Look at New Research, March 28

high-quality products at reasonable prices, and runs a highly popular advertising campaign that spoofs current events. It offers its farmers 80% of the consumer's dollar for milk, compared with 35%–40%... View Details
Keywords: Sean Silverthorne
  • 03 Mar 2008
  • First Look

First Look: March 4, 2008

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=708034 The Campaign for Bank Insurance in Antebellum New York Harvard Business School Case 708-037 The New York State Legislature had come to a standstill in 1829 as lawmakers... View Details
Keywords: Martha Lagace
  • 22 Feb 2011
  • Research & Ideas

Most Popular Articles, Papers of the Decade

advertising be effective? If friends influence the purchases of a user in a social network, it could potentially be a significant source of revenue for the sites and their corporate sponsors. Using a unique data set from Cyworld, this... View Details
Keywords: by Sean Silverthorne
  • 19 Dec 2017
  • First Look

New Research and Ideas, December 19, 2017

Mobilization By: Marx, Benjamin, Vincent Pons, and Tavneet Suri Abstract—Voter mobilization campaigns face trade-offs in young democracies. In a large-scale experiment implemented in 2013 with the Kenyan Electoral Commission (IEBC), text... View Details
Keywords: Carmen Nobel
  • 27 Sep 2011
  • First Look

First Look: September 27

Michael W. Toffel Abstract Process-improvement ideas often come from frontline workers who speak up by voicing concerns about problems and by taking charge to resolve them. We hypothesize that organization-wide process-improvement View Details
Keywords: Sean Silverthorne
  • 25 Mar 2014
  • First Look

First Look: March 25

School Case 514-079 Dumb Ways to Die: Advertising Train Safety (A) The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around... View Details
Keywords: Sean Silverthorne
  • 09 Jun 2014
  • Research & Ideas

The Manager in Red Sneakers

in packs of three with the tagline "nothing matches, but anything goes." Deciding to be different can win points in other corporate ways, too. "Just like people signal status by not conforming, brands can also signal status with a nonconforming View Details
Keywords: by Dina Gerdeman; Consumer Products; Apparel & Accessories; Fashion
  • 19 May 2014
  • Research & Ideas

Why Companies Should Compete for Your Privacy

services for free, but engages in disclosure by profiling consumers and charging advertisers to target them. In contrast, Microsoft charges a subscription price for Office 365 but does not disclose consumer information for View Details
Keywords: by Dina Gerdeman; Consumer Products
  • 05 Sep 2017
  • First Look

First Look at New Research and Ideas, September 5, 2017

media to intensify linkages not only with cardholders, but also with Mastercard’s direct bank and merchant stakeholders. Building on its influential but dated “Priceless” advertising campaign, Raja refocused Mastercard on four “Priceless... View Details
Keywords: Sean Silverthorne