Co-creation - Publications - Faculty & Research

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2015
Chapter

Consuming Brands

By: Jill Avery and Anat Keinan

Traditional definitions of branding often underestimate the value a brand has for infusing a choice situation with meaning. This chapter explores how people consume brands and presents three perspectives on the meaning of brands that have diverse theoretical roots in... View Details

Keywords: Brand Building; Brand Management; Marketing; Brands and Branding

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Article

Creating Ecotourism in Costa Rica, 1970–2000

By: Geoffrey Jones and Andrew Spadafora

Between the 1970s and the 2000s, Costa Rica became established as the world’s leading ecotourism destination. This article argues that although Costa Rica benefited from biodiversity and a pleasant climate, the country’s preeminence in ecotourism requires more than a... View Details

Keywords: Ecotourism; Entrepreneurship In Emerging Markets; Sustainable Business And Innovation; Tourism; Green Business; Entrepreneurship; Growth and Development; History; Business History; Tourism Industry; Latin America; Costa Rica

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December 2016
Article

Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship... View Details

Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts

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Michael W. Toffel

Professor Toffel is the Senator John Heinz Professor of Environmental Management. His research examines how companies are addressing climate change (especially decarbonization) and other environmental and working condition issues in their operations and supply... View Details

08 Nov 2016
First Look

November 8, 2016

consequence of actual leverage than it is of risk premiums. Standardized Color in the Food Industry: The Co-Creation of the Food Coloring Business in the United States, 1870–1940 By: Hisano, Ai Abstract—This working paper examines how,... View Details

Keywords: Sean Silverthorne

Joseph B. Fuller

Joseph Fuller is a Professor of Management Practice in General Management and Entrepreneurship. He founded and co-leads the school’s project, Managing the Future of Work, as well as the Harvard Project on the Workforce. He currently leads the FIELD Global Capstone... View Details

Linda A. Hill

Linda A. Hill is the Wallace Brett Donham Professor of Business Administration at the Harvard Business School and Faculty Chair of the Leadership Initiative. Hill is regarded as one of the top experts on leadership and innovation. Hill is... View Details

28 Jun 2016
First Look

June 28, 2016

support the proposed theoretical framework and bear important implications from both a theoretical and practical viewpoint. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=47062 Entrepreneurs and the Co-Creation of... View Details

Keywords: Sean Silverthorne

2021
Chapter

Sostenibilidad y negocios verdes en América Latina

By: Geoffrey Jones

This chapter in the first-ever business history textbook on Latin America examines the impact of modern business enterprise on the natural environment of the region between the 19th century and the present day. It argues that although global capitalism created much... View Details

Keywords: Environment; Business History; Environmental Sustainability; Latin America; North and Central America

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2019
Working Paper

Intelligent Design of Inclusive Growth Strategies

By: Robert S. Kaplan, George Serafeim and Eduardo Tugendhat

Improving corporate engagement with society, as advocated in the Business Roundtable’s 2019 statement, should not be viewed as a zero-sum proposition where attention to new stakeholders detracts from delivering shareholder value. Corporate programs for sustainable and... View Details

Keywords: Inclusion; Sustainability; Performance Measures; Environmental Sustainability; Social Issues; Strategy; Governance; Corporate Social Responsibility and Impact; Business and Stakeholder Relations

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2018
Working Paper

Sustainability and Green Business in Latin America During Globalization Waves

By: Geoffrey Jones

This working paper examines the impact of modern business enterprise on the natural environment of Latin America during the globalization waves between the 19th century and the present day. It argues that although global capitalism created much wealth for the region,... View Details

Keywords: Globalization; Natural Environment; Outcome or Result; Business History; Pollutants; Environmental Sustainability; Green Technology Industry; Beauty and Cosmetics Industry; Tourism Industry; Latin America

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January 2015 (Revised March 2017)
Case

New Urban Mechanics

By: Mitchell Weiss

Funding to scale Citizens Connect, Boston's 311 app, is both a blessing and a burden and tests two public entrepreneurs. In 2012, the Commonwealth of Massachusetts provides Boston's Mayor's Office of New Urban Mechanics with a grant to scale Citizens Connect across the... View Details

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New Urban Mechanics

March 2018
Article

Global Business over Time

By: Geoffrey Jones

This article explores how business enterprises have been powerful actors in the spread of global capitalism between 1840 and the present day. It also shows how global firms, emerging out of industrialized Western economies, created and co-created markets and ecosystems... View Details

Keywords: Global; Multinational; Business History; Globalization; Globalized Firms and Management; Globalized Markets and Industries; Economic Systems

Citation

Business & Environment

1979, strategies to catch up resulted in the proliferation of hydro-electric schemes which caused further environmental damage co-created by business and governments. As globalization resumed from the 1980s, renewed economic growth and... View Details

31 Jan 2022
Research & Ideas

Where Can Digital Transformation Take You? Insights from 1,700 Leaders

organizations look for candidates with a “growth mindset,” who can adapt to changing conditions. One participant said their business assesses each employee’s “AQ”—adaptability quotient—to gauge their capacity to be agile and grow even under stress. 4. Distributed... View Details

Keywords: by Linda A. Hill, Ann Le Cam, Sunand Menon, and Emily Tedards

Latin America - Global

elite in Latin America, at the cost of large-scale destruction of the natural environment. During the so-called Great Reversal between 1929 and 1979, strategies to catch up resulted in the proliferation of hydro-electric schemes which caused further environmental... View Details

General Management - Faculty & Research

in Latin America, at the cost of large-scale destruction of the natural environment. During the so-called Great Reversal between 1929 and 1979, strategies to catch up resulted in the proliferation of hydro-electric schemes which caused further environmental damage... View Details

14 Feb 2022
Research & Ideas

Curiosity, Not Coding: 6 Skills Leaders Need in the Digital Age

uncertainty and risk. Making a compelling case for digital transformation—one that supports a vision co-created with stakeholders—helps keep people committed to doing the hard work demanded for success. [div class=infogram-embed... View Details

Keywords: by Linda A. Hill, Ann Le Cam, Sunand Menon, and Emily Tedards; Technology

Teaching Interest

Overview

By: Jill J. Avery

Creating Brand Value (MBA elective course)

Overview:

In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details