customer engagement - Publications - Faculty & Research

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Creating Brand Value - Course Catalog

appropriate for: Marketing professionals charged with creating, nurturing, and managing brand value; Entrepreneurs looking to create their own brands in the consumer/retail space; Consumer/retail general managers and consultants engaged... View Details

25 Feb 2025
Blog Post

Making a Broader Impact with Multiple Disciplines: Santosh Iyer (MBA 2020)

experience sparked my lifelong passion for innovation and led me to create Moonshot, a platform that gives high school students hands-on exposure to medical device design. The Rock Summer Fellowship and Harvard Launch Lab program were key to getting early insights on... View Details

27 Jul 2019
Op-Ed

Does Facebook's Business Model Threaten Our Elections?

unconcerned. Engagement on various applications on the Facebook platform is up. Users appear comfortable with the trade they make to give up privileged information in exchange for a range of convenient and free services. Without a push by... View Details

Keywords: by George Riedel

01 Jun 2014
News

Screen Saver

past, we relied on the habitual aspect of moviegoing, with consumers doing all the work. Now we're using social media and our AMC Stubs loyalty program to engage with customers and make it easier as a... View Details

Keywords: Julia Hanna; Arts, Entertainment

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Teach with Special Collections | Baker Library

materials in the HBS classroom to illuminate an HBS case Hands-on Special Collections experience - Class sessions in Special Collections & Archives or in the classroom with faculty- or archivist-selected collection material Class presentation - View Details

06 May 2008
First Look

First Look: May 6, 2008

series of options in the future and their subsequent revealed preferences over those options. Using a novel panel data set, we analyze the film rental and return patterns of a sample of online DVD rental customers over a period of four... View Details

Keywords: Martha Lagace

Profile

Fangfang Wang

In China, Fangfang Wang participated in a general management training program at Mars Food that allowed her “the freedom to customize my career path.” Through a series of rotating assignments, Fangfang developed a deep understanding of... View Details

Keywords: Nonprofit/Government/Education; CPG

22 Oct 2018
Blog Post

HBS Marketing Club Presents: The Brand Summit

As marketers, we believe it is our job to create value, communicate that value to our customers, and capture a portion of that value for our firms. A great way to do this is to build strong brands, allowing us to reap the benefits of stronger View Details

Keywords: All Industries

23 Jul 2014
Lessons from the Classroom

Innovation Is Magic. Really

When business executives create innovative products or services, they often look to impress their customers by delivering an experience more meaningful, more delightful, than possibly expected. A true "wow!" moment. And Harvard Business... View Details

Keywords: by Dina Gerdeman; Consumer Products

24 Jul 2014
Blog Post

Create a Content Marketing Strategy for your Talent Acquisitions Team

marketing strategy that will attract and engage talent that is right for your firm. Segment your target audience.Get to know your target candidates. Who are they and what do they look for in an organization? Is culture a priority for them... View Details

28 Aug 2017
Research & Ideas

Should Industry Competitors Cooperate More to Solve World Problems?

Source: Cecilie_Arcurs George Serafeim has a startling suggestion to fix the world’s biggest environmental, social, and governance (ESG) problems such as water pollution, deforestation, and wealth inequality: encourage companies within industries to do less competing... View Details

Keywords: by Sean Silverthorne; Financial Services; Manufacturing; Agriculture & Agribusiness; Mining

01 Jun 2012
News

Think Locally, Act Globally

integration.” Within two years of buying out Zain, operating in Africa as Airtel, Bharti has added more than 14 million new mobile customers (for a current total exceeding 50 million), while investing approximately US$1 billion in network... View Details

Keywords: Garry Emmons; Telecommunications; Information

29 May 2013
Blog Post

Four Weeks on the Road with MBAs Across America

compost accelerator), plant trees, and restore Detroit’s urban canopy. We worked with Sebastian on his community and environmental engagement strategy, compensation model, and team culture.We also held a community workshop on inclusive... View Details

Keywords: Entrepreneurship

28 Jul 2014
Blog Post

Mid-summer Update

movement and development of MBA hires. We also talked about family-life balance and diversity. All of these discussions gave us meaningful glimpses into what a full-time gig at Danaher is like, and whether it would be a good fit for us. For myself, I had just kicked... View Details

Keywords: Manufacturing

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Leadership with purpose: Redefining success and impact with Satpal Singh (SELP—India 4, 2019) - Recruiting

appreciation for my own strengths and a renewed sense of purpose. Engaging with the individuals featured in case studies further enriched the experience. Hearing firsthand how they navigated complex transformations brought the lessons to... View Details

04 Feb 2021
Research & Ideas

Inside CEOs' Pandemic Worries: Uncertainty, Employees, and Kids

the pandemic’s suddenness caught many without sufficient ready cash. A real estate CEO noted: “We had ongoing construction and needed to pay our contractors but were not sure that we would receive payments as planned from our customers... View Details

Keywords: by Gamze D. Yucaoglu, Robin Abrahams, and Boris Groysberg

24 Jul 2018
First Look

New Research and Ideas, July 24, 2018

contest. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54708 June 2018 Management Science Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged By: Lee,... View Details

Keywords: Dina Gerdeman

01 Sep 2020
News

Giving Amazon the Boot

since people preferred Amazon’s free two-day shipping. Occasionally, scammers would return cheaper, used boots in Ranch Road boxes for a full refund, and Ford was anxious that an unwitting customer would wind up with the wrong product and... View Details

Keywords: Lisa Scanlon Mogolov; Miscellaneous Store Retailers; Retail Trade

05 Feb 2025
Blog Post

Leadership with purpose: Redefining success and impact with Satpal Singh (SELP—India 4, 2019)

individual journeys, challenges, and aspirations. These moments gave me a greater appreciation for my own strengths and a renewed sense of purpose. Engaging with the individuals featured in case studies further enriched the experience.... View Details