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Show Results For
- All HBS Web
(4,395)
- People (8)
- News (811)
- Research (2,848)
- Events (12)
- Multimedia (12)
- Faculty Publications (1,723)
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- October 2012
- Article
Target the Right Market
By: Jill Avery and Thomas Steenburgh
SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its... View Details
Keywords: Marketing; Market Segmentation; Customer Defection; Customer Lifetime Value; Customer Relationship Management; CRM; Market Segmentation And Target Market Selection; Marketing Strategy; Product Marketing; Customer Focus and Relationships; Customer Value and Value Chain; Technology Industry; United States
Avery, Jill, and Thomas Steenburgh. "Target the Right Market." Harvard Business Review 90, no. 10 (October 2012): 119–123.
- April 1990 (Revised November 1992)
- Case
Population Services International: The Social Marketing Project in Bangladesh (Abridged)
By: James E. Austin
Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an... View Details
Keywords: Conferences; Developing Countries and Economies; Information Publishing; Growth and Development Strategy; Marketing Strategy; Social Marketing; Agreements and Arrangements; Product; Nonprofit Organizations; Pharmaceutical Industry; Bangladesh; Washington (state, US)
Austin, James E. "Population Services International: The Social Marketing Project in Bangladesh (Abridged)." Harvard Business School Case 590-061, April 1990. (Revised November 1992.)
- 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
- August 2011 (Revised September 2011)
- Supplement
The Dannon Company: Marketing and Corporate Social Responsibility (B)
By: Christopher Marquis and Bobbi Thomason
Details Dannon's decision to initiate a cause marketing program focused on breast cancer to directly compete with Yoplait. View Details
Marquis, Christopher, and Bobbi Thomason. "The Dannon Company: Marketing and Corporate Social Responsibility (B)." Harvard Business School Supplement 412-047, August 2011. (Revised September 2011.)
- March 2017 (Revised May 2019)
- Case
Marketing Transformation at Mastercard
By: Sunil Gupta, Srinivas K. Reddy and David Lane
Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details
Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry
Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
- March 2022
- Case
DealShare: Social E-Commerce for the Indian Mass Market
By: Krishna G. Palepu and Malini Sen
Launched in September 2018, e-retail startup DealShare has created a tech-enabled model for the Indian mass market that allows customers to buy together, save money on good quality goods, and at the same time have fun. It targets customers who are still getting used to... View Details
Keywords: Business Model; Disruption; Trends; Talent and Talent Management; Customer Focus and Relationships; Value; Cost vs Benefits; Value Creation; Internet and the Web; India
Palepu, Krishna G., and Malini Sen. "DealShare: Social E-Commerce for the Indian Mass Market." Harvard Business School Case 322-099, March 2022.
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
increased by 200 percent in the past eight years, rising from 3.5 percent of marketing budgets in 2009 to 10.5 percent in February 2017, according to The CMO Survey 2017. And that upward climb is expected to continue: View Details
- January 2021 (Revised October 2021)
- Case
eToro: Building the World's Largest Social Trading Network
By: Elie Ofek and Danielle Golan
Social trading platform eToro was preparing for the launch of its expanded offering in the U.S. The company faced critical decisions regarding product-market fit, go-to-market strategy, positioning and monetization. Moreover, it faced the challenge of how best to make... View Details
Keywords: Social Trading Platform; Investment; Social and Collaborative Networks; Marketing Strategy; Expansion; Digital Platforms
Ofek, Elie, and Danielle Golan. "eToro: Building the World's Largest Social Trading Network." Harvard Business School Case 521-057, January 2021. (Revised October 2021.)
- 1999
- Working Paper
Social Enterprise Series No. 12: Philanthropic Social Capital Markets Performance Driven Philanthropy
By: Allen Grossman
Grossman, Allen. "Social Enterprise Series No. 12: Philanthropic Social Capital Markets Performance Driven Philanthropy." Harvard Business School Working Paper, No. 00-002, July 1999. (Presented at December 2001 Human Interaction Research Institute at 40 Conference. Monograph available from HIRI.)
- July 2018
- Article
Marketplaces, Markets, and Market Design
By: Alvin E. Roth
Marketplaces are often small parts of large markets, and both markets and marketplaces come in many varieties. Market design seeks to understand what marketplaces must accomplish to enable different kinds of markets. Marketplaces can have varying degrees of success,... View Details
Roth, Alvin E. "Marketplaces, Markets, and Market Design." American Economic Review 108, no. 7 (July 2018): 1609–1658.
- January 2018 (Revised January 2021)
- Background Note
Customer Lifetime Social Value (CLSV)
By: Elie Ofek, Barak Libai and Eitan Muller
One of the hallmarks of the digital revolution is the rise of the socially connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of... View Details
Keywords: Customer Lifetime Value; Customer Management; Social Contagion; Word Of Mouth; Customer Engagement; Customer Value and Value Chain; Measurement and Metrics; Customer Relationship Management
Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Lifetime Social Value (CLSV)." Harvard Business School Background Note 518-077, January 2018. (Revised January 2021.)
- September 2014 (Revised May 2017)
- Case
Fresno's Social Impact Bond for Asthma
By: John A. Quelch and Margaret L. Rodriguez
In 2014, Social Impact Bonds (SIBs) were quickly gaining popularity as an investment vehicle which joined together private investors and nonprofits to tackle social issues. Although numerous SIB projects and proposals had cropped up across the U.S. following the launch... View Details
Keywords: Social Enterprise; Health Care; Marketing; Bonds; Financing; Asthma; Air Pollution; Air Quality; Chronic Disease; Public Health; Health; Health Care and Treatment; Finance; Health Industry; Financial Services Industry; United States
Quelch, John A., and Margaret L. Rodriguez. "Fresno's Social Impact Bond for Asthma." Harvard Business School Case 515-028, September 2014. (Revised May 2017.)
- Article
Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details
Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media
John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155.
- 2023
- Working Paper
The Value of Professional Ties in B2B Markets
By: Navid Mojir and Sriya Anbil
We study how a particular form of social ties (i.e., professional ties proxied by past employment) affects price and profitability in business-to-business (B2B) markets. While most of the work on social ties focuses on information diffusion in business-to-consumer... View Details
Keywords: Professional Ties; Social Ties; Business-to-business Marketing; B2B Marketing; Repo; Individual Connections; B2B Pricing; Pricing; Decision-making In Financial Markets; Marketing; Relationships; Price; Financial Markets; Decision Making
Mojir, Navid, and Sriya Anbil. "The Value of Professional Ties in B2B Markets." Harvard Business School Working Paper, No. 22-037, November 2021. (Revised September 2023.)
- Article
Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations
By: Zoe Chance and Rohit Deshpandé
It is more than mere coincidence that the highest rates of HIV occur in the world's poorest countries. Of the over 40 million people currently living with HIV, 95 percent are in the developing world. The first part of this paper explores the economics of HIV and... View Details
Keywords: Health Disorders; Developing Countries and Economies; Poverty; Health Care and Treatment; Social Marketing; Perspective; Customer Focus and Relationships; Profit; Africa; Asia; South America
Chance, Zoe, and Rohit Deshpandé. "Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations." Special Issue on Metric and Interpretive Explorations of Macromarketing. Journal of Macromarketing 29, no. 3 (September 2009).
- Article
The Unprecedented Stock Market Reaction to COVID-19
By: Scott Baker, Nicholas Bloom, Steven J. Davis, Kyle Kost, Marco Sammon and Tasaneeya Viratyosin
No previous infectious disease outbreak, including the Spanish Flu, has impacted the stock market as forcefully as the COVID-19 pandemic. In fact, previous pandemics left only mild traces on the U.S. stock market. We use text-based methods to develop these points with... View Details
Baker, Scott, Nicholas Bloom, Steven J. Davis, Kyle Kost, Marco Sammon, and Tasaneeya Viratyosin. "The Unprecedented Stock Market Reaction to COVID-19." Review of Asset Pricing Studies 10, no. 4 (December 2020): 742–758.
- May 2012
- Course Overview Note
Managing Stakeholders with Corporate Social Responsibility
By: Christopher Marquis and Laura Velez Villa
This note articulates the ways in which strong stakeholder-company relationships developed through corporate social responsibility initiatives and other types of social strategies deliver bottom line benefits. The analysis follows stakeholder logic models connecting... View Details
Keywords: Business And Society; Social Responsibility; Stakeholder Management; Government And Business; Philanthropy; Business and Stakeholder Relations; Corporate Social Responsibility and Impact; Philanthropy and Charitable Giving; Revenue
Marquis, Christopher, and Laura Velez Villa. "Managing Stakeholders with Corporate Social Responsibility." Harvard Business School Course Overview Note 412-121, May 2012.
- December 2010
- Article
Social Preferences and Strategic Uncertainty: An Experiment on Markets and Contracts
This paper reports a three-phase experiment on a stylized labor market. In the first two phases, agents face simple games, which we use to estimate subjects' social and reciprocity concerns. In the last phase, four principals compete by offering agents a contract from... View Details
Keywords: Strategy; Risk and Uncertainty; Markets; Contracts; Decisions; Distribution; Labor; Game Theory
Cabrales, Antonio, Raffaele Miniaci, Marco Piovesan, and Giovanni Ponti. "Social Preferences and Strategic Uncertainty: An Experiment on Markets and Contracts." American Economic Review 100, no. 5 (December 2010): 2261–2278.
- May 2015 (Revised May 2017)
- Case
Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste
By: John A. Quelch and Margaret L. Rodriguez
In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion... View Details
Keywords: New Product Management; Consumer Segmentation; Global Marketing; Corporate Social Responsibility; Healthcare; Sustainability; Health Care and Treatment; Environmental Sustainability; Marketing; Segmentation; Product Development; Product Launch; Corporate Social Responsibility and Impact; Product Positioning; Consumer Products Industry; Brazil; United States
Quelch, John A., and Margaret L. Rodriguez. "Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste." Harvard Business School Case 515-050, May 2015. (Revised May 2017.)
- Research Summary
Social Learning
One major area of my research is social learning: the ways and extent to which people discover what they want and need from the behavior and opinions of others. Social learning takes many forms. Probably most obvious is word of mouth—the advice and... View Details