Word-of-Mouth - Publications - Faculty & Research

07 Sep 2020
Research & Ideas

How to Help Small Businesses Survive COVID's Next Phase

cheese, at least for now. It’s equally important for firms to understand their most loyal and profitable customers—who they are, what they buy, and how to engage them. Beyond their purchasing power, loyal customers can become a company’s best advocates, providing... View Details

Keywords: by Danielle Kost; Food & Beverage; Service

01 Mar 2016
News

Case Study: Paper Chase

6, 2000) + ONLINE web-only content It’s all about social media! This business will grow from robust word-of-mouth recommendations, and based on my experience, these tactics should work well: (1) Send samples to social media influencers... View Details

03 Jun 2008
First Look

First Look: June 3, 2008

http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=608081 Blogging at BzzAgent Harvard Business School Case 508-102 BzzAgent is a word-of-mouth marketing firm. The founder, Dave Balter, sees blogs as an important way to... View Details

Keywords: Martha Lagace

21 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

customers to target, which new customers to acquire, and how to balance resources between promotions and advertising, allocate promotional dollars, and determine the effectiveness of word-of-mouth communications. We asked the researchers... View Details

Keywords: by Sean Silverthorne

01 Dec 2006
News

The Hard Way

if her students failed to get jobs, so she immersed herself in their job searches and all but guaranteed their placement. It worked, generating powerful word-of-mouth buzz for her fledgling academy. More importantly, Russo understood that... View Details

Keywords: Roger Thompson; Business Schools & Computer & Management Training; Educational Services; Administration of Economic Programs; Government

04 Oct 2011
First Look

First Look: October 4

artist's concert tour and faces a new set of challenges regarding the launch of Lady Gaga's new album, Born This Way. Is a huge, expensive launch akin to that of a "tent-pole" movie the best way to capitalize on Gaga's popularity, or is a more moderate... View Details

Keywords: Sean Silverthorne

02 Feb 2010
First Look

First Look: Feb. 2

manage an online community for the sole purpose of fostering word-of-mouth for a new brand it was launching. Should Communispace take on this assignment? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/510018-PDF-ENG Hulu: An... View Details