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Article

The Value of Trading Relations in Turbulent Times

By: Marco Di Maggio, Amir Kermani and Zhaogang Song

This paper investigates how dealers’ trading relations shape their trading behavior in the corporate bond market. Dealers charge lower spreads to dealers with whom they have the strongest ties and more so during periods of market turmoil. Systemically important dealers... View Details

Keywords: OTC Markets; Network; Corporate Bonds; Crisis; Intermediation Chains; Leaning Against The Wind; Networks; Bonds; Behavior; Financial Crisis

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November 2018 (Revised February 2019)
Case

Israel at 70: Is it Possible to (re)Brand a Country?

By: Elie Ofek and Sarah Gulick

In the spring of 2018, Israel was set to celebrate its 70th anniversary. While there was much to rejoice in reaching this milestone, the country’s brand image internationally was far from ideal. Past efforts to impact perceptions of Israel, spearheaded by the Ministry... View Details

Keywords: Branding; Brand Management Of Places; Nation Branding; Brand Positioning; Public Diplomacy; Marketing Communication; Brands and Branding; Marketing Communications; Perception; Change; Israel

29 Nov 2010
HBS Case

United Breaks Guitars

Tweets are in the air we breathe. Most of us know that "friend" can also be a verb. Social media are part of the public discourse now, whether or not we're active users of them. A new case coauthored by HBS View Details

Keywords: by Julia Hanna

February 2019
Case

Halliday's OASIS

By: Scott Duke Kominers and Nicole Tempest Keller

Wade Watts has won control of the OASIS – a futuristic, immersive virtual reality game world. He must decide on rules, rights, and marketplace design, balancing the founding principles of the OASIS with the platform’s potentially negative externalities. View Details

Keywords: Managing Markets; Corporate Responsibility; Virtual Reality; Digital Platforms; Management; Corporate Social Responsibility and Impact; Social Media; United States

2021
Working Paper

Accounting for Product Impact in the Oil and Gas Industry

By: Katie Panella, George Serafeim and Katie Trinh

We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the oil and gas industry. We design a monetization methodology that allows us to calculate monetary product impact estimates of... View Details

V. Kasturi Rangan

Kash Rangan is the Malcolm P. McNair Professor of Marketing at the Harvard Business School. Formerly the chairman of the Marketing Department (1998-2002), he is now the co-chairman of the school's Social Enterprise Initiative. He has taught in a wide variety of MBA... View Details

Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry

December 2022 (Revised January 2023)
Case

Cann: High Hopes for Cannabis Infused Beverages

By: Ayelet Israeli and Anne V. Wilson

Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details

January 2017 (Revised December 2017)
Case

Carmichael Roberts: To Create a Private Equity Firm?

By: Steven Rogers and Kenneth J. Cooper

Carmichael Roberts, a rare African-American venture capitalist, considered leaving his general partnership in a private equity firm near Boston and setting up his own in 2015. He weighed whether the timing was right, with the economy still not fully recovered from the... View Details

September 2014
Article

Advancing Consumer Neuroscience

By: Ale Smidts, Ming Hsu, Alan G. Sanfey, Maarten A. S. Boksem, Richard B. Ebstein, Scott A. Huettel, Joe W. Kable, Uma R. Karmarkar, Shinobu Kitayama, Brian Knutson, Israel Liberzon, Terry Lohrenz, Mirre Stallen and Carolyn Yoon

In the first decade of consumer neuroscience, strong progress has been made in understanding how neuroscience can inform consumer decision making. Here, we sketch the development of this discipline and compare it to that of the adjacent field of neuroeconomics. We... View Details

Keywords: Consumer Neuroscience; Neuroeconomics; Social Neuroscience; Genes; Machine Learning; Meta-analysis; Consumer Behavior; Decision Making; Science

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Research Summary

Overview

In industries characterized by extreme dynamism, complexity, and uncertainty, formal structure often “falls behind” actual work processes. The nature of work in these environments evolves continuously while formal structure can only do so at specific times in discrete... View Details

Keywords: Organizational Structure; Organizational Design; Organizational Identity; Identity Work; Strategy; Strategic Change; Collaboration; Cross-functional Integration; Cognition; Organizational Evolution; Organizational Alignment; Social Media

September 2014 (Revised February 2017)
Case

Turkcell

By: Felix Oberholzer-Gee, Charles C.Y. Wang and Esel Cekin

This case centers around the shareholder dispute between three major shareholders of Turkcell, and how its management vied against increasing regulatory intervention and market competition in the absence of a fully-functioning board. The battle for control of the... View Details

Keywords: Financial Performance; Regulatory Environment; Telecommunications; Marketing; Value Added; Pricing; Shareholder; Boards Of Directors; Governing and Advisory Boards; Corporate Governance; Conflict and Resolution; Business and Shareholder Relations; Telecommunications Industry; Turkey

October 2015 (Revised October 2016)
Case

Paez

By: Jill Avery, Maria Fernanda Miguel and Laura Urdapilleta

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy shoe category that suddenly woke up when U.S. company TOMS borrowed the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause. Paez's... View Details

Keywords: Brands; Brand Management; Brand Positioning; Entrepreneurship In Emerging Markets; Retailing; Fashion; Competitive Strategy; Marketing; Advertising; Brands and Branding; Marketing Strategy; Entrepreneurship; Competition; Fashion Industry; Retail Industry; Argentina; Spain

February 2024
Article

An Economic Framework for Vaccine Prioritization

By: Mohammad Akbarpour, Eric Budish, Piotr Dworczak and Scott Duke Kominers

We propose an economic framework for determining the optimal allocation of a scarce supply of vaccines that become gradually available during a public health crisis, such as the Covid-19 pandemic. Agents differ in observable and unobservable characteristics, and the... View Details

Keywords: Vaccine; Fairness; Public Finance; Public Goods; Allocation Problems; Allocative Efficiency; Allocation Rules; Social Welfare; Pandemics; Inequality; COVID-19; COVID-19 Pandemic; Public Sector; Resource Allocation; Market Design; Marketplace Matching; Public Administration Industry

January 2021 (Revised August 2021)
Case

ByteDance: TikTok and the Trials of Going Viral

By: William C. Kirby and John P. McHugh

In 2020, TikTok became the most valuable start-up ever. The short-form, video-sharing social media platform emerged as the crown jewel of the Chinese technology firm ByteDance, realizing 850 million monthly users and an estimated worth of $180 billion. However, a... View Details

February 2017
Teaching Note

Paez

Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy category that suddenly woke up when TOMS, a U.S. company, appropriated the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause.... View Details

Keywords: Brand Management; Brand Positioning; Competitive Positioning; Competitive Strategy; Retailing; Go To Market Strategy; Marketing; Brands and Branding; Marketing Strategy; Retail Industry; Fashion Industry; Argentina; Latin America; South America; Europe

May–June 2024
Article

What Makes a Successful Celebrity Brand?

By: Ayelet Israeli, Jill Avery, Leonard A. Schlesinger and Matt Higgins

Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work. View Details

Keywords: Celebrities; Celebrity Endorsement; Celebrity Management; Celebrity; Direct To Consumer Marketing; DTC; Influencer Marketing; Influencers; Influencer Advertising; Influencer; Brands and Branding; Product Marketing; Power and Influence; Advertising; Social Media; Consumer Products Industry; United States

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06 Dec 2021
News

Action Plan: Whole Sale

behaviors,” he says. “More so than previous generations, they are influencing their parents’ and their grandparents’ decisions on what to buy and the brands and retailers they choose.” In-store and online, for example, Balbale has reshaped Walmart’s beauty offerings... View Details

Keywords: April White; ecommerce; bricks and mortar; marketing; beauty

2014
Working Paper

Pay Harmony: Peer Comparison and Executive Compensation

By: Claudine Gartenberg and Julie Wulf

This study suggests that peer comparison affects both wage setting and productivity within firms. We report three changes in division manager compensation following a 1991–1992 controversy over executive pay. We argue that this controversy increased wage comparisons... View Details

Keywords: Pay-for-Performance; Internal Labor Markets; Peer Comparison; Firm Geography; Behavior; Executive Compensation; Policy

December 2016 (Revised May 2018)
Case

Ebony Magazine

By: Steven Rogers and Derrick Jackson

For nearly 75 years, the Johnson Publishing Company has been the most successful African American magazine publisher. Its flagship Ebony magazine was an iconic coffee table fixture for decades in black households of all classes, making founder John H. Johnson... View Details

19 Mar 2014
Research & Ideas

A Brand Manager’s Guide to Losing Control

charge of public discussions about the brands they use. And while marketers have tried to take part, they've had to face the fact that social media platforms are primarily meant for conversations among... View Details

Keywords: by Carmen Nobel; Advertising

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