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Marketing - Doctoral

Influence Social Judgment. Program Requirements Profiles Mengjie "Magie" Cheng Marketing Ta-Wei "David" Huang Marketing Byungyeon Kim Marketing “ Finding an advisor who you really click with and who is willing to support your research... View Details

Research Summary

My research draws upon social and cultural theories to address three important topics in marketing: branding strategy, organizing to deliver creative content, and cultural consumer behavior:

1)Branding Strategy: How are iconic brands built?

I have... View Details

25 Nov 2009
Working Paper Summaries

The Devil Wears Prada? Effects of Exposure to Luxury Goods on Cognition and Decision Making

Keywords: by Roy Y.J. Chua & Xi Zou; Consumer Products; Retail

17 Jul 2023
Research & Ideas

Money Isn’t Everything: The Dos and Don’ts of Motivating Employees

In a post-pandemic business world of hybrid work and quiet quitting, companies must rethink how they motivate employees. Good incentive plans and reward structures require a careful analysis of a company’s objectives, culture, and pressure points, says Brian Hall, the... View Details

Keywords: by Avery Forman

October 2020 (Revised December 2020)
Case

Investing at Pivotal Ventures

By: Emil N. Siriwardane, Emily R. McComb and Eren Kuzucu

Launched in 2015 by Melinda Gates, co-chair of the Bill & Melinda Gates Foundation, Pivotal Ventures is an investment and incubation company. The company aims to support and promote transformational ideas, people and organizations, and advance social progress for women... View Details

Keywords: Investment; Management; Mission and Purpose; Venture Capital

March 13, 2013
Blog Post

Let's Be Realistic About Measuring Impact

By: Alnoor Ebrahim

"Measure impact" has become a mantra for creating social change. Claims about making a difference are no longer sufficient; evidence of how much difference you're making is now required. We should applaud this trend, because results are sometimes ambiguous and claims... View Details

Keywords: Corporate Social Responsibility and Impact; Social Entrepreneurship; Performance Evaluation

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June 1997
Background Note

The Normative Foundations of Business

What is the appropriate role for business to play in a capitalist society? In analyzing responses to this question, this note distinguishes two separate dimensions. The first involves the distinctive objective of business as a social institution, considers the pros and... View Details

Keywords: Business or Company Management; Economic Systems

Article

We Have a Rare Opportunity to Create a Stronger, More Equitable Society

By: Shai Davidai, Martin Day, Daniela Goya-Tocchetto, Oliver Hauser, Jon M. Jachimowicz, M. Usman Mirza, Nailya Ordabayeva, L. Taylor Phillips, Barnabas Szaszi and Stephanie Tepper

Income inequality in the United States was at historic levels before the coronavirus hit. Now, as the disease—and the social and economic implications it brings—spread across the country, it is likely to create even deeper fissures between the poor and rich. View Details

Keywords: Socioeconomic Status; Coronavirus; Inequality; Work; Income; Equality and Inequality; Health Pandemics; Gender; Money; Policy; Race; Society

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July 2022 (Revised August 2022)
Case

Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category

By: Ayelet Israeli and Anne V. Wilson

Athletic Brewing Company (“Athletic,” for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic... View Details

Keywords: Advertising; Brands and Branding; Product Development; Product Marketing; Product Positioning; Product Launch; Product Design; Product; Competition; Marketing; Entrepreneurship; Growth Management; Cultural Entrepreneurship; Culture; Food and Beverage Industry; United States

June 2002 (Revised August 2002)
Case

WorldSpace: Digital Radio for the Developing World

By: Debora L. Spar

Describes the evolution of WorldSpace, the world's first major provider of digital radio service to the developing world. The brainchild of Noah Samara, an African-born, American-trained lawyer, WorldSpace has a dual commercial and social mission. Samara wants to... View Details

Keywords: Information; Social Entrepreneurship; Mobile and Wireless Technology; Developing Countries and Economies; Media and Broadcasting Industry; Asia; Latin America; Africa

14 Dec 2015
Blog Post

5 Facts About HBS Conferences

Social Enterprise Conference. Last year, Eddie Coates (MBA 2016) managed the Real Estate Club’s Real Estate Weekend. We recently caught up with Eddie to find out what prospective students should know about conferences at HBS. Here’s what... View Details

Web

Browse All Articles, Research, & Case Studies - HBS Working Knowledge

businesses afford to exclude the roughly one in three working Americans with criminal records from the economy? In a case study, Paul Gompers explores the challenges a social justice startup encounters in helping the formerly... View Details

December 2022 (Revised January 2023)
Case

Cann: High Hopes for Cannabis Infused Beverages

By: Ayelet Israeli and Anne V. Wilson

Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details

30 Jan 2018
News

Companies Must Commit To Profound Transformations

21 Apr 2008
News

Tarun Khanna Examines Entrepreneurial Forces Driving China and India

09 Jul 2021
News

Three Ways Employers Can Best Support Caregivers Returning To Work

12 Feb 2025
Video

Who owns it? The Ownership Project on how property rights shape business

April 2021 (Revised July 2021)
Case

Public Equities Impact Investing at BlackRock

By: Shawn A. Cole, Vikram S. Gandhi, Michael Norris and John Masko

In early 2021, BlackRock—the world’s largest asset manager with $9 trillion in assets under management (AUM)—sought to become a leader in promoting environmental and social sustainability. Over the previous ten years, CEO Larry Fink had written an annual open letter to... View Details

Keywords: Impact Investing; Renewable Energy; Climate Change; Environmental Sustainability; Equity; Corporate Social Responsibility and Impact; Financial Management; Investment Funds; Investment Return; Mission and Purpose; Organizational Change and Adaptation; Financial Services Industry; United States

February 4, 2013
Guest Column

How Facebook Can Totally Undermine Apple and Google in the Platform Games

By: Andrei Hagiu

Today, Facebook seems like the juggernaut crushing everything in its path, most recently Twitter's Vine app and Yandex's social app. And in its last quarter, Facebook's mobile usage surpassed its web usage—for the first time ever. This is important because Facebook has... View Details

Keywords: Technology Industry