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- All HBS Web
(99)
- News (26)
- Research (65)
- Multimedia (5)
- Faculty Publications (32)
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- 11 Mar 2019
- Research & Ideas
Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?
overcome decades of TV footage of soldiers and tanks that linger in the mind. To Harvard Business School marketing professor Elie Ofek, it’s more proof that influencing long-held perceptions about a region requires more strategic... View Details
- 16 Nov 2016
- Research & Ideas
Turning One Thousand Customers into One Million
sporting events—where Uber’s initial viral growth was double that observed in other cities. These accelerants became the basis of Uber’s market expansion playbook, and were some of the factors it looked at... View Details
- 15 May 2024
- Research & Ideas
A Major Roadblock for Autonomous Cars: Motorists Believe They Drive Better
for marketers is to make such interventions short, memorable, and motivational—as when Metro Trains in Melbourne, Victoria, successfully launched a viral ad campaign on railway safety called “Dumb ways to... View Details
- 30 Nov 2015
- Research & Ideas
Donors Are Turned Off by Overhead Costs. Here’s What Charities Can Do
need to be paid, if given the choice of where their money would go, most people donating money wouldn’t choose to contribute to the salary of the organization’s CEO,” says Elizabeth A. Keenan, an assistant professor in the Marketing unit... View Details
Keywords: by Carmen Nobel
- 25 Jul 2023
- Research & Ideas
Could a Business Model Help Big Pharma Save Lives and Profit?
markets. As an HBS marketing professor, he understands the mindset of the average pharmaceutical executive, who obsesses about protecting their organization’s inventions to drive profits. But as the world emerges from the coronavirus,... View Details
- 20 Aug 2014
- Research & Ideas
Why the ALS Ice Bucket Challenge is a Social Media Blockbuster
next to his became social currency across Canada. It's easy to write off these fads as simple stunts of digital narcissism, but they matter to marketing because they carry incidental meaning. It was not lost on Ford's reelection team that... View Details
Keywords: by John Deighton
- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
the internet. We wrote a series of Harvard Business School case studies between 2009 and 2011 exploring viral videos—United Breaks Guitars, the JK Wedding Dance, and how Ford used influencers to launch the Fiesta car. What struck us right... View Details
Keywords: by John Deighton and Leora Kornfeld
- 27 Sep 2011
- First Look
First Look: September 27
learning and governance process. Implications for organization and leadership development and corporate governance are discussed. Read the paper: http://www.emeraldinsight.com/books.htm?chapterid=1937908&show=pdf Markets as Networks:... View Details
Keywords: Sean Silverthorne
- 24 Feb 2022
- Op-Ed
Want to Prevent the Next Hospital Bed Crisis? Enlist the SEC
During the initial phases of the COVID-19 pandemic, many US hospitals could not provide enough beds to meet demand. Solving the problem of inadequate capacity is of utmost importance in the “new normal,” which requires recognizing the ongoing need for hospital-based... View Details
- 28 Aug 2012
- First Look
First Look: August 28
after Transatlantic's failed effort at a merger of equals, and as several other unsuccessful bids for the company, one that was hostile. Purchase this case:http://hbr.org/search/313017-PDF-ENG Mekanism: Engineering Viral View Details
Keywords: Sean Silverthorne
- 25 Mar 2014
- First Look
First Look: March 25
present day. The chapter focuses on the role of business enterprises as powerful actors in the spread of global capitalism after 1848 and up the present day. It shows how multinational firms have created and co-created markets and... View Details
Keywords: Sean Silverthorne
- 05 May 2009
- First Look
First Look: May 5, 2009
Survive—Thrive: Leading Innovation in Good Times and Bad Authors:Lynda M. Applegate and Bruce Harreld Abstract Battered by contracting markets and frozen credit, many businesses today are fighting for survival. Indeed, the current global... View Details
Keywords: Martha Lagace
- 11 Jun 2013
- First Look
First Look: June 11
knowledge accumulation among competitors affect MNEs' geographic expansion across time and markets. Specifically, we build a model in which two competing firms with different capabilities simultaneously decide a sequence of market... View Details
Keywords: Carmen Nobel
- 17 Nov 2020
- In Practice
How Retailers Can Thrive in a Shopping Season Like No Other
their wares on e-commerce platforms, marketing through social media channels, and finding new ways to reach customers. In this environment, Americans should remember to shop small and support their local businesses, many of which are... View Details
- 17 Sep 2007
- Research & Ideas
Broadband: Remaking the Advertising Industry
call for funding, and he's got thousands of people giving 100 bucks apiece. Hillary Clinton's fundraising is largely traditional big-donor contributions. Q: Another example of the power of viral marketing is... View Details
- 18 May 2015
- Research & Ideas
Advertisers Get Serious About Playing With Their Brands
many Facebook friends as possible. "Coke was proud to say it had more followers than any other brand," Deighton says. "But that lost favor." Next, online marketers deemphasized treating social media as a broadcast medium and instead... View Details
- 29 Jan 2013
- Research & Ideas
Creating the Perfect Super Bowl Ad
question whether ads, including the over-the-top Super Bowl spots, have become too entertaining, says Thales S. Teixeira, an assistant professor in the Marketing unit at Harvard Business School. In upcoming research, Why, When and How... View Details
- 10 Jul 2017
- Op-Ed
Op-Ed: It’s a Bad Idea to Ban Customers From Recording Videos
disallow photography or recordings. The strategy has superficial appeal: It protects employees and other customers who often don’t want to be captured for posterity. And if such a policy even slightly reduces the likelihood of a disastrous View Details
- 14 Sep 2016
- Research & Ideas
Web Surfers Have a Schedule and Stick to It
sites. Our online visits often come in short bursts rather than extended leisurely strolls through cyberspace. People with higher incomes spend less time online than those making less. In other words, consumers behave online in a much different way than they do in... View Details
- 24 Apr 2012
- First Look
First Look: April 24
market responsiveness and to improve accountability and morale. Has flattening delivered on its promise to push decisions downward? In this article, I present evidence suggesting that while firms have delayered, flattened firms can... View Details
Keywords: Carmen Nobel