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Show Results For
- All HBS Web
(378)
- People (2)
- News (113)
- Research (169)
- Events (4)
- Multimedia (2)
- Faculty Publications (70)
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- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- April 1999 (Revised December 2003)
- Case
Al Dunlap at Sunbeam
By: Brian J. Hall, Rakesh Khurana and Carleen Madigan
Al Dunlap was one of the best-known corporate turnaround artists of the 1990s. In 1996, he was hired at Sunbeam to effect a restructuring, but was fired almost two years later when the company's financial performance and stock price began to decline. Many of the... View Details
Keywords: Business and Shareholder Relations; Business and Stakeholder Relations; Restructuring; Stock Shares; Performance Evaluation; Leadership Style; Resignation and Termination; Motivation and Incentives; Executive Compensation; Outcome or Result; Consumer Products Industry; United States
Hall, Brian J., Rakesh Khurana, and Carleen Madigan. "Al Dunlap at Sunbeam." Harvard Business School Case 899-218, April 1999. (Revised December 2003.)
- Teaching Interest
Strategy and Technology (Elective Curriculum)
By: David B. Yoffie
This course explores the unique aspects of creating effective management and investment strategies for technology-intensive businesses. What strategies can win in markets with strong network effects? How can firms leverage technology to build multi-sided platforms?... View Details
- 08 Aug 2022
- HBS Case
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS
members were allowed to interact with fans on social media, and discuss the pressures of stardom. Communicate directly with fans. Hybe created a platform called Weverse, where fans could buy merchandise,... View Details
- April 2009
- Case
Merck: Managing Vioxx (A)
By: Robert L. Simons, Kathryn Rosenberg and Natalie Kindred
This two-class case series allows students to stand in the shoes of CEO Ray Gilmartin during the unfolding stages of a reputational crisis. Merck's mission statement claims to "put patients first," but the company is widely criticized for putting profit before patient... View Details
Keywords: Ethics; Crisis Management; Reputation; Decision Choices and Conditions; Customers; Business or Company Management; Cost vs Benefits; Corporate Accountability; Business and Shareholder Relations; Business and Stakeholder Relations; Customer Focus and Relationships; Pharmaceutical Industry
Simons, Robert L., Kathryn Rosenberg, and Natalie Kindred. "Merck: Managing Vioxx (A)." Harvard Business School Case 109-080, April 2009.
- June 2024 (Revised September 2024)
- Case
Driving Scale with Otto
By: Rebecca Karp, David Allen and Annelena Lobb
This case asks how startup founders make scaling decisions in light of their priorities for their business and for themselves. Otto was a technology company that applied artificial intelligence technology to sales. It deployed natural language processing to find sales... View Details
Keywords: Artificial Intelligence; Natural Language Processing; B2B; B2B Innovation; Scaling; Scaling Tech Ventures; Business Startups; AI and Machine Learning; Finance; Sales; Business Strategy; Growth and Development Strategy; Entrepreneurship; Information Technology Industry; United States; Cambridge; New York (city, NY); Spain
Karp, Rebecca, David Allen, and Annelena Lobb. "Driving Scale with Otto." Harvard Business School Case 724-407, June 2024. (Revised September 2024.)
- 2024
- Working Paper
Webmunk: A New Tool for Studying Online Behavior and Digital Platforms
By: Chiara Farronato, Andrey Fradkin and Chris Karr
Understanding the behavior of users online is important for researchers, policymakers, and private companies alike. But observing online behavior and conducting experiments is difficult without direct access to the user base and software of technology companies. We... View Details
Farronato, Chiara, Andrey Fradkin, and Chris Karr. "Webmunk: A New Tool for Studying Online Behavior and Digital Platforms." NBER Working Paper Series, No. 32694, July 2024.
- 22 Nov 2011
- First Look
First Look: November 22
unavailable at this time. Purchase this note:http://cb.hbsp.harvard.edu/cb/product/412057-PDF-ENG Sephora Direct: Investing in Social Media, Video, and Mobile Elie Ofek and Alison Berkley WagonfeldHarvard... View Details
Keywords: Sean Silverthorne
- 15 Nov 2022
- Op-Ed
Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)
to create social media, whose audiences voluntarily gave up their privacy. Facebook, LinkedIn, and Snapchat require you to sign in, making your identity known to the platform. Users’ interests can be... View Details
Keywords: by John Deighton and Leora Kornfeld
- December 2007 (Revised October 2008)
- Case
The American National Red Cross (A)
By: Jay W. Lorsch, Eliot Sherman and David Chen
Describes the governance issues facing the Board of Governors of the American Red Cross. After a series of issues--FDA consent decree on its blood operations; the response to 9/11 and Hurricane Katrina--the Red Cross board was under pressure to fix its governance from... View Details
Keywords: Corporate Governance; Governing and Advisory Boards; Management Practices and Processes; Service Operations; Business Processes; Non-Governmental Organizations; Service Industry
Lorsch, Jay W., Eliot Sherman, and David Chen. "The American National Red Cross (A)." Harvard Business School Case 408-040, December 2007. (Revised October 2008.)
- August 2002 (Revised June 2003)
- Case
New Wachovia (A), The
By: Carliss Y. Baldwin and Jeremy Swinson
In April 2001, First Union Corp. announced an agreement to merge with Wachovia Corp., a fellow North Carolina-based commercial bank. While the banks were preparing to consummate the merger, SunTrust Banks, Inc. of Atlanta, made a hostile offer for Wachovia, setting in... View Details
Keywords: Voting; Mergers and Acquisitions; Conflict and Resolution; Banks and Banking; Banking Industry; Atlanta; North Carolina
Baldwin, Carliss Y., and Jeremy Swinson. "New Wachovia (A), The." Harvard Business School Case 903-033, August 2002. (Revised June 2003.)
- 19 Mar 2014
- Research & Ideas
A Brand Manager’s Guide to Losing Control
Thanks (or no thanks) to social media, brand managers have lost the power to control the perception of their products through carefully orchestrated advertising campaigns. These days, consumers are in... View Details
- April 2020
- Teaching Note
Glossier: Co-Creating a Cult Brand with a Digital Community
By: Jill Avery
Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details
Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States
- 05 Jul 2016
- Working Paper Summaries
The Impact of Campus Scandals on College Applications
- 16 Jun 2015
- First Look
First Look: June 16, 2015
audit teams are all-male, and when the audits were paid for by the supplier instead of by the buyer. We describe implications for firms relying on social auditors and for auditing firms. Download working paper:... View Details
Keywords: Sean Silverthorne
- February 2000 (Revised March 2000)
- Case
National Campaign to Prevent Teen Pregnancy
The National Campaign to Prevent Teen Pregnancy was founded in 1995 to bring together a variety of efforts to reduce teen pregnancy in the United States. Over the last four years the campaign has recruited a prestigious board, developed effective programs for... View Details
Sawhill, John C., and Susan Harmeling. "National Campaign to Prevent Teen Pregnancy." Harvard Business School Case 300-105, February 2000. (Revised March 2000.)
- 03 Dec 2007
- Research & Ideas
Authenticity over Exaggeration: The New Rule in Advertising
a market in service, reputation, and reliability develops. Social exchanges. People build identities in virtual communities like Korea's Cyworld (90 percent of Koreans in their 20s are members). Firms may then sponsor or co-opt... View Details
- Teaching Interest
Digital Marketing Strategy
By: John A. Deighton
When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details
- November 7, 2017
- Article
Temporary Sharing Prompts Unrestrained Disclosures That Leave Lasting Negative Impressions
By: Reto Hofstetter, Roland Rüppell and Leslie John
With the advent of social media, the impressions people make on others are based increasingly on their digital disclosures. Yet digital disclosures can come back to haunt, making it challenging for people to manage the impressions they make. In field and online... View Details
Keywords: Disclosure; Privacy; Self-presentation; Impression Formation; Behavior; Perspective; Internet and the Web; Social Media
Hofstetter, Reto, Roland Rüppell, and Leslie John. "Temporary Sharing Prompts Unrestrained Disclosures That Leave Lasting Negative Impressions." Proceedings of the National Academy of Sciences 114, no. 45 (November 7, 2017).
- May 2021 (Revised February 2024)
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States