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- Faculty Publications (23)
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- All HBS Web (51)
- Faculty Publications (23)
- March 2008 (Revised May 2008)
- Case
Blogging at BzzAgent
BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to communicate BzzAgent's unique positioning: transparency. He sees the firm's blog--the BeeLog--as a way for the firm to participate in conversations with clients,... View Details
Godes, David B. "Blogging at BzzAgent." Harvard Business School Case 508-102, March 2008. (Revised May 2008.)
- September 2004 (Revised February 2010)
- Case
The Passion of the Christ (A)
By: John A. Quelch, Anita Elberse and Anna Harrington
Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and... View Details
Keywords: Advertising Campaigns; Film Entertainment; Marketing Strategy; Product Launch; Product Positioning; Distribution Channels; Religion; Motion Pictures and Video Industry
Quelch, John A., Anita Elberse, and Anna Harrington. "The Passion of the Christ (A)." Harvard Business School Case 505-025, September 2004. (Revised February 2010.)
- September 2016 (Revised March 2020)
- Teaching Note
Fasten: Challenging Uber and Lyft with a New Business Model
By: Feng Zhu
Fasten, a new ridesharing start-up in Boston, entered the scene in September 2015 hoping its unique vision of transparency for both driver and passenger and strategy to keep riders' fares low and charge drivers a flat $0.99 fee per ride, as opposed to the 20%–30%... View Details
- Research Summary
Research
Professor Karmarkar's research in consumer behavior develops theory-driven frameworks “from the brain up”. In particular, using a combination of consumer psychology, behavioral economics, and insights from neuroscience, she investigates the factors that consciously... View Details
- 29 Jan 2019
- HBS Seminar
Bryan Bollinger, Fuqua School of Business at Duke University
- 13 Jul 2016
- HBS Case
How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers
One Million Customers, and is currently working on a third entry in the trilogy that will examine how a platform can go from one million to many millions of customers. In each case the strategies are different. While word-of-mouth might... View Details
- 01 Sep 2023
- News
Hands-on Learning About Global Markets
A certificate of appreciation was presented to Ellie Care representatives Francisco Garcia Zavaleta (COO) and Gervasio Videla Dorna (cofounder and CEO), at left, and to Patricio Alba (cofounder and CIO), far right, by HBS students Maxwell Nii Laryea, third from left,... View Details
Keywords: Jennifer Gillespie
- 09 Nov 2016
- Op-Ed
6 Lessons from Donald Trump's Winning Marketing Manual
not, the consumer won't repurchase four years from now. Build enthusiasm. Good marketers know the power of word-of-mouth recommendations. In the era of social media, better organization (the old ground war) and outspending on television... View Details
Keywords: by John A. Quelch
- 21 Sep 2023
- Blog Post
Hands-on Learning About Global Markets
its primarily word-of-mouth marketing strategies and develop more scalable channels to reach new customers. By increasing Ellie Care’s client base, it would also help the company raise capital. Working as a team on the project was part of... View Details
- 25 Jun 2007
- Research & Ideas
HBS Cases: Beauty Entrepreneur Madam Walker
steeped in their church communities. As a black woman, no matter how wealthy she was, she would not have been welcome or even allowed in any respectable hotel. Her church connections also formed the basis of her agent network and helped build View Details
- 29 Jan 2021
- Op-Ed
How Influencers, Celebrities, and FOMO Can Win Over Vaccine Skeptics
calls this approach “growth hacking” because most of the growth takes place when the early adopters and early majority purchase products, spurring rapid adoption by late majority and laggard segments. Once the vaccine is available to the early majority, it is important... View Details
- Profile
Xue (Ken) Yuan
one-hundred percent Mandarin comedy?” In August 2011, they pulled together their first show in a small bar that held fifty to eighty people. Within a year, thanks to word-of-mouth and Weibo – China’s equivalent to Twitter – they were... View Details
- 23 Jan 2020
- News
Bringing Education Back Home
word-of-mouth institution, and an institution that by now-- we have more students than we can accommodate, and we're attracting the talent we want to have.” [Editor’s note: Since this interview was conducted in June 2018, the Universidad... View Details
Keywords: Educational Services
- 01 Jun 2005
- News
New Magazine Makes Its Mark
from Bookmarks and click to subscribe online at www.bookmarksmagazine.com. For a week in March, Bookmarks was the best-selling magazine on Amazon.com. Word-of-mouth buzz generated by independent bookstores also has worked well. So have... View Details
- 21 Mar 2016
- HBS Case
Can Customer Reviews Be 'Managed?'
students, “Okay, so let’s just stop doing advertising, let’s just improve people’s word-of-mouth of our product or hotel.” Q: Which you do by providing a better experience for people. A: Yes, that’s the point. View Details
- Profile
Tiera Brown
says Tiera. "We helped them formalize their word-of-mouth program and reinvigorate their brand." For her summer internship, Tiera will work with New Sector Alliance in Boston, a nonprofit consulting firm. Part of her summer... View Details
- Web
Hands-on Learning About Global Markets | MBA
explains that seniors in many African countries are more integrated into family life. The students were tasked with helping the startup expand its primarily word-of-mouth marketing strategies and develop more scalable channels to reach... View Details
- 03 Jun 2008
- First Look
First Look: June 3, 2008
http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=608081 Blogging at BzzAgent Harvard Business School Case 508-102 BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to... View Details
Keywords: Martha Lagace
- 24 Jan 2012
- First Look
First Look: Jan. 24
of those networks, influencing both word-of-mouth intentions and consumption. Consumers were exposed to friend- or family-related products (e.g., game consoles or refrigerators); when asked to list the first people they knew who came to... View Details
Keywords: Sean Silverthorne
- 25 Jun 2019
- Research & Ideas
The Powerful Strategic Tool Companies Should Not Try to Control
products sold and marketed by LEGO. In addition to reducing innovation costs, this often leads to an increase in authentic, word-of-mouth advertising as users promote designs that they created or designs they find attractive within their... View Details
Keywords: by Danielle Kost