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  • 21 Jan 2020
  • Research & Ideas

Lessons for Retailers from the Rebirth of Indie Bookstores

“Bookstores have become sophisticated at building a social media presence,” Raffaelli says. “Many owners have hired online specialists to extend the conversation outside the four walls of the bookstore... View Details
Keywords: by Michael Blanding; Entertainment & Recreation
  • 23 Feb 2004
  • Research & Ideas

It’s Back to Business-Basics for Nonprofits

of The Bridgespan Group, a not-for-profit strategic consulting firm dedicated to nonprofits. Bradach spoke to an audience at Harvard Business School on January 21, 2004 as part of the Social Enterprise Faculty Seminar Series. Today's... View Details
Keywords: by Manda Salls
  • 07 Jun 2011
  • First Look

First Look: June 7

Course MaterialsDemand Media John Deighton and Leora KornfeldHarvard Business School Case 511-043 Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, View Details
Keywords: Sean Silverthorne
  • 22 Aug 2011
  • Research & Ideas

Getting to Eureka!: How Companies Can Promote Creativity

surveyed over 70 media professionals about their social networks, and then asked each to brainstorm about the future of the newspaper industry. When their ideas were ranked on the basis of creativity by... View Details
Keywords: by Michael Blanding
  • February 2024
  • Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott
Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details
Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil
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  • January 2015 (Revised October 2018)
  • Case

Nasty Gals Do It Better

By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman
In 2006, Sophia Amoruso started Nasty Gal, an eBay boutique selling vintage clothes. With a strong sense of style and personality, Amoruso poured herself into building the brand and developing relationships with her customers—typically the slightly edgy 18–24 year old.... View Details
Keywords: Business Growth; Brand Management; Online Retail; Clothing; Apparel; Expansion; Growth and Development Strategy; Brands and Branding; Management; Marketing Strategy; Strategic Planning; Social Media; E-commerce; Digital Marketing; Retail Industry; Apparel and Accessories Industry; United States
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  • 02 Jun 2010
  • First Look

First Look: June 2

into a client-facing service offering itself. As its clients become more interested in knowledge management within their own companies, the interest in a C2-based offering could grow. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/410084-PDF-ENG View Details
Keywords: Martha Lagace
  • 25 Sep 2017
  • Research & Ideas

Why Politics is Failing America, and What Business Can Do To Help

$16 billion, and nearly 20,000 jobs could be attributed to campaign staffing, consulting, and lobbying. The political media also benefitted, with most major news outlets posting record advertising revenues last year as a result of... View Details
Keywords: by Christina Pazzanese, Harvard Gazette
  • 08 Feb 2016
  • Research & Ideas

The Civic Benefits of Google Street View and Yelp

use it. In the paper, Luca, Edward L. Glaeser and Scott Duke Kominers (PhDBE 2011) of Harvard University, and PhD student Nikhil Naik of the Massachusetts Institute of Technology Media Lab, cite three trends that make cities particularly... View Details
Keywords: by Michael Blanding; Consumer Products
  • May 2022
  • Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
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  • 04 Apr 2017
  • First Look

First Look at New Research, April 4

activists (e.g., social movement organizations vs. religious groups and activist investors) rely on dissimilar tactics (e.g., boycotts and protests vs. lawsuits and proxy votes). Further, we show how protests and boycotts drag companies... View Details
Keywords: Sean Silverthorne
  • 05 Jul 2016
  • Working Paper Summaries

The Impact of Campus Scandals on College Applications

Keywords: by Michael Luca, Patrick Rooney, and Jonathan Smith; Education
  • 04 May 2020
  • Research & Ideas

Predictions, Prophets, and Restarting Your Business

Bezos was still working on Wall Street. After decades of tax-free sales, ecommerce was just 11.4 percent of US retail sales in 2019, according to the Department of Commerce. Meanwhile, social media usage on... View Details
Keywords: by Frank V. Cespedes
  • 10 Sep 2013
  • First Look

First Look: September 10

paper: http://ssrn.com/abstract=2316198   Cases & Course Materials Harvard Business School Case 512-049 Bluefin Labs Bluefin Labs built a system that gathered, from Twitter and other sources, millions of hourly social View Details
Keywords: Sean Silverthorne
  • March 2024
  • Case

Katharine Graham: Changing the World

By: Robert Simons and Shirley Sun
This case traces the life of Katharine Graham from housewife to publisher of the Washington Post. Born into a family of wealth, Graham described herself as a “doormat wife” after she married Phil Graham and stayed at home to raise their children. His unexpected death... View Details
Keywords: Mission and Purpose; Values and Beliefs; Power and Influence; Personal Characteristics; Leadership Style; Success; Work-Life Balance; News; Newspapers; Media; Gender; Publishing Industry
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  • 25 Feb 2020
  • Research & Ideas

For Migrant Workers, Homesickness Can Reduce Productivity

more productive.” About the Author Kristen Senz is a writer and social media editor for Harvard Business School Working Knowledge. [Image: FatCamera] Related Reading How Companies Benefit When Employees Work... View Details
Keywords: by Kristen Senz
  • 12 Sep 2017
  • First Look

First Look at New Research and Ideas, September 12, 2017

for work, entertainment, and shopping. As hubs proliferate and expand their reach, the danger is that they will exacerbate economic inequality and threaten social stability. It is thus incumbent on all stakeholders—traditional companies,... View Details
Keywords: Carmen Nobel
  • January 2019 (Revised February 2024)
  • Teaching Note

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Ayelet Israeli
Teaching Note for HBS No. 519-011. 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... 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; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
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  • 24 Jul 2012
  • First Look

First Look: July 24

quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis of brand... View Details
Keywords: Sean Silverthorne
  • 20 Nov 2012
  • First Look

First Look: November 20

advertising agency services and the slow pace of change over several decades. We model an agency's decision as a tradeoff between the fixed cost to the advertiser of establishing a relationship with an agency and pecuniary economies of scale from View Details
Keywords: Sean Silverthorne

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