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  • 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
  • 06 Oct 2009
  • First Look

First Look: October 6

http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?R=710410-PDF-ENG&conversationId=264137&E=1234203 Daqi Harvard Business School Case 309-113 In 2008, Daqi was one of the largest Internet portals for user-generated content and the leading 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
  • 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
  • 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 Aug 2016
  • First Look

August 2, 2016

Russia’s car services industry positioned them well to truly understand their customers and ultimately expand to other major cities. But with limited budgets to acquire talented and expensive platform developers, Fasten needed to ensure its core IT services could... 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
Keywords: Martha Lagace