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July 2025
Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang

The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details

Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding

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April 1993 (Revised June 1993)
Case

Northern Telecom (B): The Norstar Launch

By: Robert J. Dolan

Northern Telecom has spent $50 million to develop a new family of telephone systems for small businesses. The investment proposal was justified on the basis of appreciable market share impact. Now, the project team must develop the appropriate supporting marketing... View Details

Keywords: Communication Technology; Investment; Product Launch; Product Development; Telecommunications Industry; Canada; United States

March 2016 (Revised March 2022)
Teaching Note

Evive Health and Workplace Influenza Vaccinations

By: John Beshears

Evive Health is a company that manages communication campaigns on behalf of health insurance plans and large employers. Using big data techniques and insights from behavioral economics, Evive deploys targeted and effective messages that improve individuals' health... View Details

October 2019 (Revised February 2020)
Case

Brightview Senior Living

By: Lynda M. Applegate and James Weber

Marilynn Duker, CEO, was exploring how to grow the company while maintaining the culture that made it a leader in the field of senior housing. Brightview constructed and operated senior living apartment communities that offered independent living, assisted living, and... View Details

Keywords: Growth and Development Strategy; Organizational Culture; Employee Relationship Management; Real Estate Industry; United States

November 2004 (Revised April 2009)
Case

Launching the New MINI

By: Douglas B. Holt and John A. Quelch

Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials produced to support the MINI launch in the United States. MINI USA executives worked with their ad agency Crispin... View Details

Keywords: Advertising; Brands and Branding; Marketing Strategy; Product Launch; Creativity; Auto Industry; United States

October 2001 (Revised April 2002)
Case

America Online, Inc.: Disclosure Strategy

By: Amy P. Hutton and David Lane

Since going public, AOL had disclosed on a quarterly basis supplemental metrics meant to give analysts and investors a way of tracking growth in its subscriber base and the value created through its marketing efforts. These metrics gave management's conversations with... View Details

Keywords: Business Model; Internet and the Web; Change Management; Internet and the Web; Corporate Disclosure; Media; Digital Marketing; Information Technology Industry; Media and Broadcasting Industry

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14 Mar 2014
Blog Post

Looking to the Next Decade of Change: A Recap of the 10th Annual Retail & Luxury Goods Conference

On the evening of Saturday, February 22, 2014 and all day Sunday, February 23, 2014, the Retail & Luxury Goods Club hosted a record number of nearly 400 students and professionals from Harvard and the surrounding community for its... View Details

Keywords: Consumer Products / Retail

October 2009
Case

Medisys Corp.: The IntensCare Product Development Team

By: Anne Donnellon and Joshua D. Margolis

Key topics include designing teams, managing teams, managing conflict, group dynamics, project management, product development, interdepartmental relations, and organizational change. MediSys, a U.S.-based medical equipment maker, has been developing IntensCare, a new... View Details

Keywords: Project Management; Interdepartmental Relations; Organizational Change; Leadership; Conflict Management; Interpersonal Communication; Groups and Teams; Product Design; Product Development; Organizational Change and Adaptation; Health Care and Treatment; Power and Influence; Medical Devices and Supplies Industry; United States

September 1997 (Revised October 1997)
Case

Bayer AG (A)

By: John A. Quelch

Bayer's senior executives convene in Germany to consider submitting a $1 billion bid that would recover the Bayer brand name and trademark cross in North America, both of which were confiscated by the U.S. government after World War I. The group also sets out to assess... View Details

Keywords: Management Teams; Brands and Branding; War; Communication; Trademarks; Acquisition; Government and Politics; Biotechnology Industry; Pharmaceutical Industry; Germany; North America; United States

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October 2003
Case

Henry Tam and the MGI Team

By: Jeffrey T. Polzer, Ingrid Vargas and Hillary Anger Elfenbein

Within a short time frame, seven diverse team members assemble to write a business plan for a new company and struggle to define their roles, make decisions together, and resolve conflict. Henry Tam, a second-year Harvard MBA student, who joins an aspiring start-up... View Details

Keywords: Interpersonal Communication; Business Plan; Groups and Teams; Decision Making; Jobs and Positions; Leadership Style; Human Resources; Management Teams; Conflict and Resolution; Diversity

March 2016
Case

Evive Health and Workplace Influenza Vaccinations

By: John Beshears

Evive Health is a company that manages communication campaigns on behalf of health insurance plans and large employers. Using big data techniques and insights from behavioral economics, Evive deploys targeted and effective messages that improve individuals' health... View Details

Keywords: Vaccination; Influenza; Flu Shot; Preventive Care; Health Care; Behavioral Economics; Choice Architecture; Nudge; Experimental Design; Randomized Controlled Trial; RCT; Causal Inference; Consumer Behavior; Health Care and Treatment; Health Testing and Trials; Communication Strategy; Health Industry

2023
Article

Building the Business Case for an Inclusive Approach to Digital Health Measurement with a Web App (Market Opportunity Calculator): Instrument Development Study

By: Mitchell Tang, Yashoda Sharma, Jennifer C. Goldsack and Ariel Dora Stern

Background: The use of digital health measurement tools has grown substantially in recent years. However, there are concerns that the promised benefits from these products will not be shared equitably. Underserved populations, such as those with lower education and... View Details

Keywords: Demographics; Product Development; Health Care and Treatment; Medical Devices and Supplies Industry

Nitin Nohria

Nitin Nohria served as the tenth dean of Harvard Business School from 2010-2020. He previously served as co-chair of the Leadership Initiative, Senior Associate Dean of Faculty Development, and Head of the Organizational Behavior unit.

As Dean, building on... View Details

November 2023 (Revised April 2024)
Case

BiomX: Bringing Phage Back to the Stage

By: Paul A. Gompers, Elie Ofek, Orna Dan and Emilie Billaud

In the spring of 2023, and following the favorable results of a trial involving its phage cocktail for treating lung infections among cystic fibrosis (CF) patients, the leadership of BiomX had several critical issues to wrestle with. First, given its precarious... View Details

Keywords: Working Capital; Financing and Loans; Health Testing and Trials; Product Development; Research and Development; Science-Based Business; Commercialization; Biotechnology Industry; Pharmaceutical Industry

Teaching Interest

Overview

By: Christina M. Wallace

Christina Wallace teaches Launching Tech Ventures in the second-year MBA program and is co-course head for The Entrepreneurial Manager in the first-year MBA program. She created an Entrepreneurial Marketing course for HBS Online and regularly teaches entrepreneurship,... View Details

Keywords: Innovation and Management; Entrepreneurship; Marketing; Marketing Communications; Creativity; Communication Strategy

Program

Senior Executive Leadership Program—India

greater leadership capacity, this intensive program empowers you to look critically at the business as a whole—and build and lead a high-performance organization. You will emerge better prepared to make the bold market moves that foster... View Details

February 2024
Case

Does “Matter” Matter? Amazon and Open Standards in the Smart Home Industry

By: Frank Nagle

In early 2023, the smart home industry stood at a pivotal juncture. The recent launch of “Matter” version 1.0, an ambitious interoperability standard developed by the Connectivity Standards Alliance (CSA), promised to unify a fragmented market plagued by incompatible... View Details

Keywords: Digital Platforms; Resource Allocation; Standards; Business Strategy

June 2005 (Revised May 2006)
Case

Covisint (A): The Evolution of a B2B Marketplace

By: Lynda M. Applegate and Elizabeth Collins

Ford Motor Co., General Motors, and DaimlerChrysler--the three original equipment manufacturers (OEMs) that dominated the automotive industry throughout the 20th century--launched Covisint in February 2000 as an industry supply chain exchange that would drive out cost... View Details

Keywords: Business Model; Supply Chain Management; Business Startups; Management Teams; Manufacturing Industry; Auto Industry; United States

September 1999 (Revised June 2001)
Case

eBay, Inc.

By: Stephen P. Bradley and Kelley Porter

eBay was the world's largest and most popular person-to-person trading community on the Internet. In early 1999, the company was doing very well and seemed to have solved many of its early problems. However, on March 30, 1999, Amazon.com announced that it was entering... View Details

Keywords: Technological Innovation; Growth and Development Strategy; Marketing Strategy; Planning; Competition; Competitive Strategy; Competitive Advantage; Retail Industry; Web Services Industry

2011
Other Unpublished Work

Aligning Collective Production with Demand: Evidence from Wikipedia

Economic markets align supply and demand through prices. However, many social phenomena lack pricing to inform producers about consumer demand. This can lead to the over- or under-production of certain goods and services. In this paper, I propose a social mechanism... View Details

Keywords: Demand and Consumers; Supply and Industry

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