Publications

December 2022 (Revised June 2023)
Case

Hacking the U.S. Election: Russia's Misinformation Campaign

By: Shikhar Ghosh

The case discusses the relatively low technology approach used by Russia to influence the U.S. Presidential Election in 2016. Although political parties manipulating the media was not a new phenomenon, the Russians ran a broad, well-financed, and sophisticated social... View Details

Keywords: Political Elections; International Relations; Social Media; Power and Influence; Information; Russia; United States

Article

Beyond the Target Customer: Social Effects in CRM Campaigns

By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson

Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details

Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior

Read Now

November 1990
Case

Eastern Airlines: The ""Fight Back"" Campaign

By: Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Air Transportation Industry

14 Aug 2019
News

Can Robert Kennedy's Campaign Be Recreated For 2020?

01 Dec 2002
News

The Campaign for Harvard Business School

Two years into The Campaign for Harvard Business School, there is notable success to report. Giving to the School is at an all-time high — annual and reunion gifts and pledges topped $94 million in fiscal 2004, as more than 12,000 alumni... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services; Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services

November 1992 (Revised April 1995)
Case

Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign

By: V. Kasturi Rangan and Jayne D. Kramer

In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis.... View Details

Keywords: Advertising Campaigns; Social Marketing; Corporate Social Responsibility and Impact; Research; Environmental Sustainability; Welfare

June 1993 (Revised July 1999)
Supplement

The Advertising Council: Earth Share Campaign

By: V. Kasturi Rangan

Keywords: Advertising Campaigns

September 1994
Case

Benetton: The "United Colors" Communications Campaigns

By: James L. Heskett, Stephen A. Greyser and Norman Klein

Keywords: Advertising Campaigns; Apparel and Accessories Industry

January 2002 (Revised September 2004)
Case

Consulting by Auditors (A): Levitt's Campaign

By: Ashish Nanda

This case highlights the debate between the Securities and Exchange Commission (SEC) and several of the large accounting firms over whether the same firms should offer consulting services to clients they audit. View Details

Keywords: Conflict of Interests; Accounting Industry; Consulting Industry

May 2006
Supplement

The Brent Spar Campaign (C): Sequel

30 May 2016
News

Hillary Clinton’s campaign message keeps evolving

25 Apr 2014
News

HBS Campaign Inaugural Event via Social Media

01 Mar 2004
News

Campaign Hosts Events in Washington and Seattle

2a6b178d3c24f2cf48064f755bfcb3db The Campaign for Harvard Business School ended its first official year on high notes, with successful events at the Corcoran Gallery of Art in Washington, D.C., and the Marion Oliver McCaw Hall in Seattle.... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

January 2007 (Revised January 2008)
Case

Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

By: John A. Quelch

Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details

Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry

5:30 PM – 9 PM EDT, 26 Apr 2014
Campaign

Harvard Business School Campaign Boston Regional Event

Schedule of Events Saturday, April 26, 2014 Harvard Business School Campus 5:30 p.m. Registration | Shad Tent 6:00 p.m. HBS Campaign Presentation | Shad Hall 7:00 p.m. Connect and Engage | Shad Tent 7:15—9:30 p.m. Reception and... View Details

August 2008
Supplement

Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips

By: John A. Quelch

A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. View Details

Keywords: Decisions; Business or Company Management; Advertising Campaigns; Financial Services Industry