Publications

26 Oct 2022
Research & Ideas

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

their findings in the newly updated working paper “Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers.” They initiated the study because they were fascinated by the growing overlap between e-commerce and... View Details

Keywords: by Kara Baskin; Media & Broadcasting; Media & Broadcasting

19 Mar 2013
First Look

First Look: March 19

recently faced a corruption enforcement action, employ a Big Four audit firm, and have a higher percentage of independent directors. Controlling for these effects, we find that firms with abnormally low anticorruption efforts have... View Details

Keywords: Sean Silverthorne

05 Apr 2011
First Look

First Look: April 5

PublicationsThe Labor Illusion: How Operational Transparency Increases Perceived Value Authors:Ryan W. Buell and Michael I. Norton Publication:Management Science (forthcoming) Abstract A ubiquitous feature of even the fastest... View Details

Keywords: Sean Silverthorne

January 2002 (Revised February 2002)
Case

Valuing the AOL Time Warner Merger

By: Lynda M. Applegate, Rena Miller and John N Rei

On January 11, 2000, AOL and Time Warner announced their intention to merge, creating what AOL CEO Stephen Case and Time Warner CEO Gerald Levin called the 21st century's first fully integrated communications, media, and entertainment company. This case, prepared from... View Details

Keywords: Mergers and Acquisitions; Management Analysis, Tools, and Techniques; Valuation; Situation or Environment; Media and Broadcasting Industry; Media and Broadcasting Industry

09 Oct 2017
Research & Ideas

Fearing Fox News, Democratic-leaning Companies Delayed Negative Announcements

world through television and print publications, as they had for decades. There was, however, one big media game changer: the Fox News Channel (FNC). Founded in 1996 by Australian View Details

Keywords: by Jen Deaderick; Media & Broadcasting

20 Aug 2020
Book

From the Plow to the Pill: How Technology Shapes Our Lives

romantic, but that’s what happened. Gerdeman: You say the development of the steam engine in 1760 not only launched the Industrial Revolution and changed how people worked, but also transformed the concept... View Details

Keywords: by Dina Gerdeman

25 Aug 2009
First Look

First Look: August 25

the Airline Industry Can Teach Us About Leadership Authors:Anthony J. Mayo, Nitin Nohria, and Mark Rennella Publication:New York: Palgrave Macmillan, 2009 Publisher's Book Abstract Entrepreneurs, Managers,... View Details

Keywords: Martha Lagace

14 Mar 2017
First Look

First Look at New Research, March 14

QE announcements in the United States. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=52332 March–April 2017 Harvard Business Review What's the Value of a Like? Social Media Endorsements Don't Work the Way You Might... View Details

Keywords: Sean Silverthorne

2013
Working Paper

How Major League Baseball Clubs Have Commercialized Their Investment in Japanese Top Stars

By: Isao Okada and Stephen A. Greyser

When a Major League Baseball club signs a Japanese star player, it obviously tries to commercialize its investment in the player. The initial focus is on home attendance (ticket sales) and television audiences, plus merchandise sales. These elements are similar to... View Details

Keywords: Commercialization; Sports; Revenue; Sports Industry; Japan; United States

SSRN

Read Now

September 2023
Supplement

David Beckham (B): Signing Lionel Messi to Inter Miami CF

By: Anita Elberse and David Moreno Vicente

In June 2023, David Beckham, co-owner of Major League Soccer team Inter Miami CF, is hoping to find a way to bring Lionel Messi, widely regarded as one of the best players the world of soccer has ever seen, to his team. But Messi—a seven-time winner of the Ballon d’Or... View Details

Keywords: Soccer; Football; Superstars; General Management; Sports; Negotiation Offer; Competitive Strategy; Compensation and Benefits; Entertainment; Media; Marketing; Sports Industry; Miami

2018
Chapter

Why Do So Many Chinese Students Come to the United States?

By: William C. Kirby

Many books offer information about China, but few make sense of what is truly at stake. The questions addressed in this unique volume provide a window onto the challenges China faces today and the uncertainties its meteoric ascent on the global horizon has provoked.... View Details

Keywords: Asia; China; Emerging Country; Students; Education; Higher Education; Globalization; International Relations; History; Society; Education Industry; Asia; China; United States

Find at Harvard

August 2017 (Revised July 2018)
Case

MannKind Corporation: Take a Deep Breath, This Time Afrezza Will Work

By: Elie Ofek and Amanda Dai

In June 2014, MannKind Corporation announced that after years of development and billions of dollars in expenses, the FDA had finally approved its drug, Afrezza. MannKind would thus be the only company with an inhalable insulin on the market. As an alternative to... View Details

Keywords: Health Care and Treatment; Product Launch; Product Positioning; Marketing Strategy; Adoption; Pharmaceutical Industry

31 Mar 2008
HBS Case

JetBlue’s Valentine’s Day Crisis

reported in the media as the airline's problems. The policy offers explicit compensation for a variety of departure delays and onboard ground delays. It even promises $1,000 if, through overbooking, a... View Details

Keywords: by Julia Hanna; Air Transportation

June 2018 (Revised January 2020)
Case

Sony

By: Stefan Thomke, Atsushi Osanai and Akiko Kanno

Sony used to be synonymous with "innovation" and "cool products." The case reveals how the company lost its edge and describes the leadership initiatives to restore its former glory. In 2012, Kazuo (Kaz) Hirai becomes CEO and successfully transforms Sony, including a... View Details

Keywords: Customer Experience; Product Differentiation; Transformation; Leadership Style; Technology Adoption; Leading Change; Electronics Industry; Electronics Industry; Electronics Industry; Japan

May 2022
Case

Maestro Pizza: Coming in Hot!

By: Ramon Casadesus-Masanell and Fares Khrais

Maestro Pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of... 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