• 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

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Teixeira, Thales S. "Mekanism: Engineering Viral Marketing." Harvard Business School Teaching Note 513-043, August 2012.

• Teaching Interest

Investment Managment for Professional and Personal Investors

By: Luis M. Viceira

IMPPI is suitable for all students interested in gaining a broad perspective on investing and the asset management business, including those targeting careers in asset management and those interested in learning how to become sophisticated consumers of investment... View Details

• 21 Apr 2009
• First Look

First Look: April 21, 2009

care depends on the degree to which the hospital "co-specializes" in related areas (complementary spillovers). We find evidence of complementarities in specialization between cardiovascular care and related View Details

Keywords: Martha Lagace

• 25 Sep 2006
• Research & Ideas

How Software Platforms Revolutionize Business

transformed nearly every major industry for the past quarter century." Think of software platforms as ring leaders of ecosystems in which a few or many companies can participate to reach users. These core products, like Windows, for example, offer software View Details

Keywords: by Sean Silverthorne; Web Services; Web Services

• 02 Mar 2007
• What Do You Think?

What Is the Government’s Role in US Health Care?

Butler believes that it could come in the form of a two-tiered system of private treatment at personal expense layered on a service free to all with protections for healthcare givers and the elimination of third party insurance. Are these... View Details

Keywords: by Jim Heskett; Health

The Magic That Makes Customer Experiences Stick

The field of customer experience (CX) design — which aims to ensure that customers have positive touch points with companies while buying and consuming their products and services — has grown quickly in recent years. Research has shown that memorable experiences,... View Details

• December 2019 (Revised December 2022)
• Case

TXU (A): Powering the Largest Leveraged Buyout in History

By: Trevor Fetter, Erik Snowberg and Rebecca M. Henderson

This case is designed to support a lively discussion about the relative merits of shareholder vs. stakeholder perspectives in the context of a company that provides a vital public service that has important environmental implications. The 2007 purchase of TXU, the... View Details

Keywords: Leveraged Buyouts; Transformation; Insolvency and Bankruptcy; Environmental Sustainability; Business and Shareholder Relations; Business and Stakeholder Relations; Energy Generation; Non-Renewable Energy; Governing Rules, Regulations, and Reforms; Utilities Industry; Energy Industry; Texas

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Fetter, Trevor, Erik Snowberg, and Rebecca M. Henderson. "TXU (A): Powering the Largest Leveraged Buyout in History." Harvard Business School Case 320-064, December 2019. (Revised December 2022.)

• 16 Nov 2016
• Blog Post

My HBS Journey

View Video As I find myself looking out the window, as the airplane leaves Boston behind, I realize just how special the MBA experience was at HBS. Before I came here I heard from a few people, "You probably won't learn that much... View Details

• June 2008 (Revised July 2008)
• Case

Kit Hinrichs at Pentagram (A)

By: Linda A. Hill and Emily Stecker

This case focuses on Kit Hinrichs, a 65-year-old partner at Pentagram, a privately owned multidisciplinary design firm. One of the world's most prestigious design firms, Pentagram was founded by five designers from different disciplines in London in the 1970s. By 2008,... View Details

Keywords: Arts; Business Offices; Customer Relationship Management; Design; Leadership; Personal Development and Career; Groups and Teams; Creativity; Service Industry; San Francisco

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Hill, Linda A., and Emily Stecker. "Kit Hinrichs at Pentagram (A)." Harvard Business School Case 408-127, June 2008. (Revised July 2008.)

• September 2008 (Revised February 2009)
• Case

Ocean Tomo: Building a Market for Intellectual Property

By: Peter A. Coles, Andrei Hagiu and Alison Berkley Wagonfeld

Ocean Tomo's management team sought to turn the company into the leading intermediary for intellectual property. Despite its increasingly important role in the global marketplace, IP remained a notoriously illiquid asset—difficult to value, harder to trade, and often... View Details

Keywords: Globalized Markets and Industries; Intellectual Property; Resource Allocation; Auctions; Market Design; Service Operations

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Coles, Peter A., Andrei Hagiu, and Alison Berkley Wagonfeld. "Ocean Tomo: Building a Market for Intellectual Property." Harvard Business School Case 709-404, September 2008. (Revised February 2009.)

• 08 Dec 2008
• Research & Ideas

Thinking Twice About Supply-Chain Layoffs

increasing the amount of labor at a store is associated with an increase in profit margin. This did not come about through the impact of more labor on service quality, but through its impact on conformance quality—those "boring... View Details

Keywords: by Julia Hanna; Retail