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Research Summary

Overview

According to McKinsey & Company, social interactions impact up to a third of all consumer purchases which accounts for US$940 billion in annual consumption in the US and Europe alone. Understanding social influence is important meeting consumer needs. In my research,... View Details

Keywords: Social Networks; Social Influence; Homophily; CRM; Mobile Gaming; Customer Lifetime Value; Forestry; Banking; Retail Banks

Article

The Social Utility of Feature Creep

By: Debora V. Thompson and Michael I. Norton

Previous research shows that consumers frequently choose products with too many features that they later find difficult to use. Our research shows that this seemingly suboptimal behavior may in fact confer benefits when factoring in the social context of consumption.... View Details

Keywords: Impression Management; Social Influence; Conspicuous Consumption; Signaling; Product Features; Consumer Behavior; Information Technology; Experience and Expertise; Status and Position

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May 2024
Teaching Note

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger

Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details

December 2018
Case

Choosy

By: Jeffrey J. Bussgang and Julia Kelley

Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details

Research Summary

Overview

Professor Zhang examines how organizations can better develop individuals through advising and mentoring. In particular, she investigates how expanding individuals' direction of learning across social hierarchies and reversing traditional models of learning (e.g.,... View Details

Keywords: Advice; Mentoring; Expertise; Ethics; Interventions; Organizational Behavior; Decision Making; Power And Influence

November–December 2020
Article

Dancing with Giants: How Small Women-and Minority- Owned Firms Use Soft Power to Manage Asymmetric Relationships with Larger Partners

By: Kisha Lashley and Timothy G. Pollock

We explore how minority- and women-owned suppliers lacking hard power manage asymmetric relationships with larger, more powerful buyers in the context of supplier diversity relationships. We examine how these suppliers create and use soft power to manage the... View Details

Keywords: Women-owned Businesses; Minority-owned Businesses; Soft Power; Buyer-supplier Relationshships; Cognitive Centrality; Hard Power; Influencers; Supplier Diversity; Small Business; Relationships; Sales

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April 3, 2016
Guest Column

The Power of C.E.O. Activism: How Politically Outspoken Executives Sway Public (and Consumer) Opinion

By: Aaron K. Chatterji and Michael W. Toffel

Some CEOs are making news by taking public stances on controversial social issues largely unrelated to their core business. This article summarizes the insights from our research paper that shows that such "CEO activism" can influence public opinion and consumer... View Details

July 2017 (Revised September 2017)
Case

Donald Trump Calls Carrier Corporation

By: Andy Zelleke and Brian Tilley

This case examines the influence of political pressure on corporate decision-making. It questions whether fidelity to domestic operations ought to be a corporate social responsibility, and thus it challenges the limits of “social responsibility” as a corporate ideal.... View Details

Keywords: Corporate Social Responsibility; Board Decisions; Political Influence; Layoffs; Offshoring And Outsourcing; Manufacturing; United States; Mexico; Governing and Advisory Boards; Decision Making; Job Cuts and Outsourcing; Political Elections; Corporate Social Responsibility and Impact; Corporate Governance; Technology Industry; Manufacturing Industry; Connecticut; Indiana; Mexico

December 2021
Article

Negativity Spreads More Than Positivity on Twitter after Both Positive and Negative Political Situations

By: Jonas Paul Schöne, Brian Parkinson and Amit Goldenberg

What type of emotional language spreads further in political discourses on social media? Previous research has focused on situations that primarily elicited negative emotions, showing that negative language tended to spread further. The current project extends existing... View Details

Keywords: Negative Emotions; Emotional Influence; Emotional Resonance; Political Discourse; Emotion Contagion; Intergroup; Interactive Communication; Emotions; Government and Politics; Social Media

June 2018 (Revised June 2018)
Case

Facebook Confronts a Crisis of Trust

By: William W. George and Amram Migdal

The case, “Facebook Confronts a Crisis of Trust,” starts with the crisis Facebook founder and CEO Mark Zuckerberg is facing in March 2018 over Cambridge Analytica’s accessing data from 87 million Facebook accounts in order to influence the 2016 U.S. Presidential... View Details

August 2012
Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira

The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details

Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America

2016
Book

Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services

By: Elie Ofek, Eitan Muller and Barak Libai

This book bridges the gap between what academics know, and what innovation stakeholders—from managers, to investors, to analysts, to consumers—need to know about how new products and services are expected to perform in the marketplace. The book develops a compelling... View Details

Keywords: Innovation; Technology Diffusion; New Products; Customer Lifetime Value; Monetization Strategy; Social Influence; Innovation Adoption; Forecasting Demand; Commercialization; Marketing Strategy; Practice; Customer Value and Value Chain; Research; Innovation and Management; Technology Adoption; Forecasting and Prediction; Product Development

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April 2021 (Revised February 2023)
Case

Mahatma Gandhi: Changing the World

By: Robert Simons and Max Saffer

This case traces the rise of Mohandas Gandhi from his early days in British-controlled India to the inspirational martyr who, through personal deprivation and leadership, inspired millions and became the catalyst for India to break away from Britain. The case describes... View Details

Keywords: Mission And Purpose; Values And Beliefs; Personal Characteristics; Power And Influence; Diversity; Leadership Development; Work-life Balance; History; Leadership Style; Leading Change; India

February 2024
Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott

Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details

Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil

2025
Working Paper

How Do Voters Respond to Cues by Charismatic Leaders? Evidence from Brazil

By: Paula Rettl

While elite-cue effects on public opinion are well-documented, questions remain as to when and why voters use elite cues to inform their opinions and behaviors. This study contributes to answer these questions by testing whether voters react to cues by charismatic... View Details

February 22, 2023
Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins

Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details

Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America

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November 2017
Technical Note

21st Century Populism

By: George Serafeim and David Freiberg

While the first decade of the 21st century saw a massive financial crisis that led to significant economic downturn, the second decade saw the rise of political leaders, who built their support upon a political message that championed the common person against the... View Details

Keywords: Populism; Market Efficiency; Market Liberalization; Political Influence; Political Instability; Capital Controls; Partnerships; Coalition; Inequality; Role Of Business In Society; Government Intervention In The Markets; Labor Market; Equality and Inequality; Financial Markets; Social Issues; Immigration; Financial Crisis; Capital Markets; Business and Government Relations

31 Aug 2015
Research & Ideas

How Ben Franklin’s ‘Way to Wealth’ Introduced American Capitalism to the World

policies” Intrigued by the lasting power of Franklin’s treatise on industry and frugality and its influence on capitalism as we know it today, Harvard Business School Assistant Professor Sophus Reinert delves into the history of the... View Details

Keywords: by Julia Hanna

January 2015
Case

The Blonde Salad

By: Anat Keinan, Kristina Maslauskaite, Sandrine Crener and Vincent Dessain

In 2014, Chiara Ferragni, a globe-trotting founder of the world's most popular fashion blog The Blonde Salad, and Riccardo Pozzoli, her co-founder and business partner, had to decide how to best monetize her blog as well as her shoe line called the "Chiara Ferragni... View Details

19 Dec 2023
Research & Ideas

The 10 Most Popular Articles of 2023

Soon after ChatGPT debuted in late 2022, business leaders began taking their first steps into generative artificial intelligence, approaching this powerful technology with a mix of awe and trepidation. It’s no surprise that one of the most-read articles in HBS Working... View Details

Keywords: by Danielle Kost

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