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  • All HBS Web  (3,136)
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  • June 2025 (Revised July 2025)
  • Case

Full-funnel Advertising on TikTok

By: Jeremy Yang, Ayelet Israeli and Alexis Lefort
In 2025 TikTok is working to grow its brand and performance advertising business, along with a new integrated full-funnel solution. As an emerging media platform with unique ad formats and user behavior in a privacy-first environment, TikTok faces both significant... View Details
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Yang, Jeremy, Ayelet Israeli, and Alexis Lefort. "Full-funnel Advertising on TikTok." Harvard Business School Case 525-065, June 2025. (Revised July 2025.)
  • April 2003 (Revised December 2003)
  • Background Note

Winning the Influence Game: Corporate Diplomacy and Business Strategy

Provides a framework for influencing key outside players--businesses, governments, and NGOs--in support of business strategy. This could mean negotiating contracts with major customers and suppliers, concluding acquisitions and alliances, and securing financing from... View Details
Keywords: Negotiation; Business Strategy; Power and Influence
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Watkins, Michael D. "Winning the Influence Game: Corporate Diplomacy and Business Strategy." Harvard Business School Background Note 903-096, April 2003. (Revised December 2003.)
  • December 1996 (Revised July 2002)
  • Background Note

Note on Marketing and the Internet

By: John A. Deighton, Alison Berkley and John Barabino
The World Wide Web is new, a comprehensive marketing environment. It is a medium for direct marketing, for retailing and distribution, for the delivery of service and product elements, for marketing research, and even for posting and testing prices. This note explores... View Details
Keywords: Marketing; Internet and the Web; Digital Marketing
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Deighton, John A., Alison Berkley, and John Barabino. "Note on Marketing and the Internet." Harvard Business School Background Note 597-037, December 1996. (Revised July 2002.)
  • July 2020
  • Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details
Keywords: Brands and Branding; Competition; Customers; Disruption; Disruptive Innovation; Distribution Channels; Entrepreneurship; Finance; Macroeconomics; Marketing; Marketing Channels; Marketing Communications; Marketing Strategy; Mission and Purpose; Organizational Culture; Product Design; Product Development; Product Positioning; Sales; Social Issues; Social Marketing; Business Startups; Strategic Planning; Strategy; Supply Chain Management; Venture Capital; Beauty and Cosmetics Industry; Advertising Industry; Public Relations Industry; Chemical Industry; Manufacturing Industry; Retail Industry; North and Central America; United States; New York (city, NY); New York (state, US)
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Rogers, Steven, Jeffrey J. Bussgang, and Alterrell Mills. "Amanda and Kristen: Mented Cosmetics." Harvard Business School Case 321-002, July 2020.
  • August 2007 (Revised September 2008)
  • Case

Marketing the "$100 Laptop" (A)

By: John A. Quelch and Carin-Isabel Knoop
In 2002, Professor Nicholas Negroponte, a successful venture capitalist, author, and co-founder and chairman emeritus of the Massachusetts Institute of Technology (MIT) Media Lab, announced his intention to build a PC so cheap as to make it possible to provide... View Details
Keywords: Venture Capital; Internet and the Web; Information Technology; Product Development; Technological Innovation; Nonprofit Organizations; Marketing Strategy; Information Infrastructure; Developing Countries and Economies; Manufacturing Industry; Information Technology Industry; Computer Industry; Cambridge
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Quelch, John A., and Carin-Isabel Knoop. Marketing the "$100 Laptop" (A). Harvard Business School Case 508-024, August 2007. (Revised September 2008.)
  • October 2019 (Revised January 2020)
  • Case

Fixing Facebook: Fake News, Privacy, and Platform Governance

By: David Yoffie and Daniel Fisher
Mark Zuckerberg founded Facebook based on the idea that connecting people was a fundamentally good thing—and a way to turn a handsome profit. But from the beginning, Facebook received criticism both for how it handled user privacy and how it curated user-generated... View Details
Keywords: Platform; Governance; Privacy; Internet and the Web; Corporate Governance; Ethics; Business and Government Relations; Strategy; Digital Platforms; Web Services Industry
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Yoffie, David, and Daniel Fisher. "Fixing Facebook: Fake News, Privacy, and Platform Governance." Harvard Business School Case 720-400, October 2019. (Revised January 2020.)
  • 2012
  • Working Paper

No News Is Good News: CSR Strategy and Newspaper Coverage of Negative Firm Events

By: Jiao Luo, Stephan Meier and Felix Oberholzer-Gee
One of the benefits of Corporate Social Responsibility (CSR) programs, it has been argued, is that they build up a reservoir of public good will, shielding companies in times of trouble. In this paper, we test the view that CSR provides protection from public ire by... View Details
Keywords: Corporate Social Responsibility and Impact; Crisis Management; Media; Newspapers; Business and Community Relations; Corporate Strategy
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Luo, Jiao, Stephan Meier, and Felix Oberholzer-Gee. "No News Is Good News: CSR Strategy and Newspaper Coverage of Negative Firm Events." Harvard Business School Working Paper, No. 12-091, April 2012.
  • November 2017
  • Teaching Note

Facebook Fake News in the Post-Truth World

By: John R. Wells and Gabriel Ellsworth
Teaching Note for HBS No. 717-473. In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and... View Details
Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networking; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; United States; California; Sunnyvale; Russia
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Wells, John R., and Gabriel Ellsworth. "Facebook Fake News in the Post-Truth World." Harvard Business School Teaching Note 718-456, November 2017.
  • July 2025
  • Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details
Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding
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Cheng, Mengjie, and Shunyuan Zhang. "Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers." Management Science 71, no. 7 (July 2025): 5910–5932.
  • June 2001
  • Case

Bang Networks- The First Customer (A)

By: Jay O. Light and Mary N. Caravella
In November 2000, six-month-old start-up Bang Networks is preparing a proposal for its first paid subscription contract. The recent MBA founders of the new San Francisco--based company believe they have a unique new solution for effective delivery of real-time Web... View Details
Keywords: Business Startups; Negotiation Tactics; Internet and the Web; Valuation; Value Creation; Negotiation Preparation; Information Technology Industry; San Francisco
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Light, Jay O., and Mary N. Caravella. "Bang Networks- The First Customer (A)." Harvard Business School Case 201-111, June 2001.
  • 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
Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Food and Beverage Industry; United States; Canada; North America
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Israeli, Ayelet, and Anne V. Wilson. "Cann: High Hopes for Cannabis Infused Beverages." Harvard Business School Case 523-074, December 2022. (Revised January 2023.)
  • June 2012
  • Article

Leadership Is a Conversation

By: Boris Groysberg and Michael Slind
Globalization and new technologies have sharply reduced the efficacy of command-and-control management and its accompanying forms of corporate communication. In the course of a recent research project, the authors concluded that by talking with employees, rather than... View Details
Keywords: Employees; Management Style; Interpersonal Communication; Leadership; Cooperation; Partners and Partnerships
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Groysberg, Boris, and Michael Slind. "Leadership Is a Conversation." Harvard Business Review 90, no. 6 (June 2012).
  • January 2020
  • Article

The Impact of Mass Shootings on Gun Policy

By: Michael Luca, Deepak Malhotra and Christopher Poliquin
There have been dozens of high-profile mass shootings in recent decades. This paper presents three main findings about the impact of mass shootings on gun policy. First, mass shootings evoke large policy responses. A single mass shooting leads to a 15% increase in the... View Details
Keywords: Gun Violence; Gun Policy; Crime and Corruption; Governance; Policy; United States
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Luca, Michael, Deepak Malhotra, and Christopher Poliquin. "The Impact of Mass Shootings on Gun Policy." Art. 104083. Journal of Public Economics 181 (January 2020).
  • March 2020 (Revised May 2020)
  • Case

Redefining Mogul

By: Ethan C. Rouen
Tiffany Pham taught herself to code and created a technology platform, Mogul, with the goal of providing girls and women around the world with information and opportunities. After several years Mogul had reached more than 146 million women around the world and had... View Details
Keywords: Women; Inclusion; Technology; Branding; Social Impact; Entrepreneurship; Internet and the Web; Information; Knowledge Dissemination; Gender; Diversity; Brands and Branding; Expansion; Strategy; Media; Personal Development and Career; Media and Broadcasting Industry; Media and Broadcasting Industry; United States
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Serafeim, George, Ethan Rouen, and Sarah Gazzaniga. "Redefining Mogul." Harvard Business School Case 120-043, March 2020. (Revised May 2020.)
  • Forthcoming
  • Article

The Political Economy of Anti-Bribery Enforcement

By: Lauren Cohen and Bo Li
Using exogenous variation in the timing and geographic location of U.S. Congressional elections, we find that the probability of Foreign Corrupt Practices Act (FCPA) enforcement actions against foreign firms increases significantly preceding senatorial elections,... View Details
Keywords: Bribery; Regulatory Enforcement; Crime and Corruption; Political Elections; Power and Influence; Public Opinion; Geographic Location
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Cohen, Lauren, and Bo Li. "The Political Economy of Anti-Bribery Enforcement." Management Science (forthcoming).
  • March 2020
  • Technical Note

Influencer Marketing

By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry
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Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
  • September–October 2020
  • Article

The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections

By: Lingling Zhang and Doug J. Chung
This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign... View Details
Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States
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Zhang, Lingling, and Doug J. Chung. "The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections." Marketing Science 39, no. 5 (September–October 2020): 872–892.
  • 2013
  • Working Paper

NBC and the 2012 London Olympics: Unexpected Success

By: Stephen A. Greyser and Vadim Kogan
"The 2010 Vancouver Winter Games lost $223 million, astonishing for a 17-day event. Next year's London Summer Games, which cost a record Olympic rights fee of $1.18 billion, are expected to lose at least as much..." wrote Richard Sandomir in The New York Times. "NBC... View Details
Keywords: Success; Profit; Sports; Failure; Television Entertainment; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Vancouver; Beijing; London; Brazil; Russia
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Greyser, Stephen A., and Vadim Kogan. "NBC and the 2012 London Olympics: Unexpected Success." Harvard Business School Working Paper, No. 14-028, September 2013.
  • 17 May 2011
  • First Look

First Look: May 17

  Working PapersThe First Deal: The Division of Founder Equity in New Ventures Authors:Thomas F. Hellmann and Noam Wasserman Abstract This paper examines the division of founder shares in entrepreneurial ventures, focusing on the decision of whether or not to divide... View Details
Keywords: Sean Silverthorne
  • June 2008
  • Case

Threadless: The Business of Community

By: Karim R. Lakhani and Zahra Kanji
Threadless.com, the online, Chicago-based t-shirt company, was not your typical fashion apparel company. The company, run by Jake Nickell, Jacob DeHart, and Jeffrey Kalmikoff, turned the fashion business on its head by enabling anyone to submit designs for t-shirts and... View Details
Keywords: Business Model; Business Startups; Innovation and Invention; Product Design; Partners and Partnerships; Social and Collaborative Networks; Apparel and Accessories Industry
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Lakhani, Karim R., and Zahra Kanji. "Threadless: The Business of Community." Harvard Business School Multimedia/Video Case 608-707, June 2008.
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