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- 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
- 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
- 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
- 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
- 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
- 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
- 06 Oct 2009
- First Look
First Look: October 6
http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?R=710410-PDF-ENG&conversationId=264137&E=1234203 Daqi Harvard Business School Case 309-113 In 2008, Daqi was one of the largest Internet portals for user-generated content and the leading View Details
Keywords: Martha Lagace
- 07 Sep 2020
- Research & Ideas
How to Help Small Businesses Survive COVID's Next Phase
cheese, at least for now. It’s equally important for firms to understand their most loyal and profitable customers—who they are, what they buy, and how to engage them. Beyond their purchasing power, loyal customers can become a company’s best advocates, providing... 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
- 04 Oct 2011
- First Look
First Look: October 4
artist's concert tour and faces a new set of challenges regarding the launch of Lady Gaga's new album, Born This Way. Is a huge, expensive launch akin to that of a "tent-pole" movie the best way to capitalize on Gaga's popularity, or is a more moderate... View Details
Keywords: Sean Silverthorne
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
customers to target, which new customers to acquire, and how to balance resources between promotions and advertising, allocate promotional dollars, and determine the effectiveness of word-of-mouth communications. We asked the researchers... View Details
Keywords: by Sean Silverthorne
- 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
- 02 Feb 2010
- First Look
First Look: Feb. 2
manage an online community for the sole purpose of fostering word-of-mouth for a new brand it was launching. Should Communispace take on this assignment? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/510018-PDF-ENG Hulu: An... View Details
Keywords: Martha Lagace
- 02 Aug 2016
- First Look
August 2, 2016
Russia’s car services industry positioned them well to truly understand their customers and ultimately expand to other major cities. But with limited budgets to acquire talented and expensive platform developers, Fasten needed to ensure its core IT services could... View Details
Keywords: Sean Silverthorne