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      • June 2015 (Revised October 2016)
      • Case

      Denver Museum of Nature & Science

      By: Jill Avery and Jim Rosenberg
      Digital was on Vice President of Strategic Partnerships and Programs Bridget Coughlin's mind these days. DMNS had been dabbling in digital for the past few years, but had never fully committed to it. The time had come to establish a strategic vision, and to decide... View Details
      Keywords: Digital; Nonprofit; Arts; Education; Marketing; Marketing Communications; Marketing Strategy; Nonprofit Organizations; Social Media; Education Industry; North America; United States
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      Avery, Jill, and Jim Rosenberg. "Denver Museum of Nature & Science." Harvard Business School Case 315-081, June 2015. (Revised October 2016.)
      • June 2015 (Revised January 2017)
      • Case

      Accor: Strengthening the Brand with Digital Marketing

      By: Jill Avery, Chekitan S. Dev and Peter O'Connor
      Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details
      Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France
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      Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the Brand with Digital Marketing." Harvard Business School Case 315-138, June 2015. (Revised January 2017.)
      • 2015
      • Book

      Strong Brands, Strong Relationships

      By: Susan Fournier, Michael Breazeale and Jill Avery
      From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details
      Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Apparel and Accessories Industry; Consumer Products Industry
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      Fournier, Susan, Michael Breazeale and Jill Avery, eds. Strong Brands, Strong Relationships. Abingdon, UK: Routledge, 2015.
      • 2015
      • Book

      MOVE: Putting America's Infrastructure Back in the Lead

      By: Rosabeth M. Kanter
      Americans are stuck. We live with travel delays on congested roads; shipping delays on clogged railways; and delays on repairs, project approvals, and funding due to gridlocked leadership. These delays affect us all, whether you are a daily commuter, a frequent flyer,... View Details
      Keywords: United States; Railroad History; Airlines; Airline Industry; Air Transportation; Passenger Transportation; Cities; Urban Planning; Freighting; Change; Leadership; Public Policy; Change Leadership; Public Finance; Infrastructure; Policy; Technological Innovation; Change Management; Leading Change; Urban Development; Project Finance; Entrepreneurship; City; Transportation; Transportation Industry; Shipping Industry; Rail Industry; Air Transportation Industry; United States
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      Kanter, Rosabeth M. MOVE: Putting America's Infrastructure Back in the Lead. New York: W. W. Norton & Company, 2015.
      • April 2015
      • Teaching Plan

      Codecademy: Monetizing a Movement?

      By: Jeffrey J. Bussgang and Lisa Mazzanti
      This is a Teaching Plan for the case on Codecademy, an open-platform, online community for learning computer programming, launched in 2011. By 2014, the company had raised a total of $12.5 million in funding and was, on many fronts, an overwhelming success. However,... View Details
      Keywords: Business Model; Internet and the Web; Open Source Distribution; Social Entrepreneurship; Education
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      Bussgang, Jeffrey J., and Lisa Mazzanti. "Codecademy: Monetizing a Movement?" Harvard Business School Teaching Plan 815-117, April 2015.
      • December 2014 (Revised November 2023)
      • Case

      Codecademy: Monetizing a Movement?

      By: Jeffrey J. Bussgang and Lisa C. Mazzanti
      Codecademy, an open-platform, online community for learning computer programming, launched in 2011. By 2014, the company had raised a total of $12.5 million in funding and was, on many fronts, an overwhelming success. However, there were still no revenues. The founders... View Details
      Keywords: Entrepreneurial Management; Startup Management; Technology; Computer Programming; Coding; Online Education; Monetization; Online Communities; Marketplaces; Internet and the Web; Education; Entrepreneurship; Business Startups; Growth and Development Strategy; Technology Industry; Education Industry
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      Bussgang, Jeffrey J., and Lisa C. Mazzanti. "Codecademy: Monetizing a Movement?" Harvard Business School Case 815-093, December 2014. (Revised November 2023.)
      • April 2014 (Revised July 2017)
      • Case

      The Tate's Digital Transformation

      By: Jill Avery
      John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate's... View Details
      Keywords: Digital; Marketing Communication; Non-profit Management; Marketing; Marketing Strategy; Nonprofit Organizations; Social Media; Entertainment and Recreation Industry; Tourism Industry; United Kingdom
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      Avery, Jill. "The Tate's Digital Transformation." Harvard Business School Case 314-122, April 2014. (Revised July 2017.)
      • 2013
      • Chapter

      The Most Successful CEOs Come from Within

      By: Joseph L. Bower

      The financial crisis of 2008 and the Great Recession caused a crisis of public confidence in business and American-style capitalism, with its focus on maximizing shareholder value. Corporate leaders understood that reform was needed and that they needed to commit... View Details

      Keywords: Governing and Advisory Boards; Management Succession; Business and Community Relations; Management Teams
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      Bower, Joseph L. "The Most Successful CEOs Come from Within." In How CEOs Can Fix Capitalism, edited by Raymond V. Gilmartin and Steven E. Prokesch, 124–127. Boston, MA: Harvard Business Review Press, 2013. Electronic.
      • June 2013 (Revised November 2013)
      • Case

      Bluefin Labs: The Acquisition by Twitter

      By: John Deighton and Leora Kornfeld
      What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details
      Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Advertising Industry; Media and Broadcasting Industry; United States
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      Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Case 513-091, June 2013. (Revised November 2013.) (request a courtesy copy.)
      • April 2013
      • Teaching Note

      Bluefin Labs: The Acquisition by Twitter

      By: John Deighton and Leora Kornfeld
      What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and... View Details
      Keywords: Knowledge Use and Leverage; Knowledge Acquisition; Marketing; Television Entertainment; Mobile Technology
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      Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Teaching Note 513-094, April 2013.
      • January 2013 (Revised April 2015)
      • Case

      Affinity Labs: Valuing Customer Growth

      By: Joseph B. Lassiter III and Elizabeth Kind
      In November 2006, Chris Michel left Military.com, which he founded in 1999, to start Affinity Labs, a global network of online communities. That month, Michel raised a Series A round of venture funding and established a partnership with Monster, which he had sold... View Details
      Keywords: Mergers and Acquisitions; Business Startups; Entrepreneurship; Demand and Consumers; Partners and Partnerships; Social and Collaborative Networks; Online Technology
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      Lassiter, Joseph B., III, and Elizabeth Kind. "Affinity Labs: Valuing Customer Growth." Harvard Business School Case 813-147, January 2013. (Revised April 2015.)
      • 2012
      • Working Paper

      What Do Managers Do? Exploring Persistent Performance Differences among Seemingly Similar Enterprises

      By: Robert Gibbons and Rebecca Henderson
      Social networks and social groups have both been seen as important to discouraging malfeasance and supporting the global pro-social norms that underlie social order, but have typically been treated either as pure substitutes or as having completely independent effects.... View Details
      Keywords: Social Norms; Social Networks; Triadic Closure; Social Groups; Group Identity; Groups and Teams; Identity; Performance Consistency; Social and Collaborative Networks; Societal Protocols; Social Media
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      Gibbons, Robert, and Rebecca Henderson. "What Do Managers Do? Exploring Persistent Performance Differences among Seemingly Similar Enterprises." Harvard Business School Working Paper, No. 13-020, August 2012.
      • April 2012 (Revised February 2017)
      • Case

      Dovernet

      By: Robert Simons and Natalie Kindred
      This case illustrates the implications of using stringent performance measurement systems to create performance pressure, motivate employee achievement, and sharpen a firm's competitiveness. It opens by describing the downsides of the ruthlessly competitive culture at... View Details
      Keywords: Motivation and Incentives; Information Technology; Competitive Advantage; Decision Choices and Conditions; Organizational Culture; Performance Evaluation; Compensation and Benefits; Web Services Industry; Information Technology Industry; Vancouver
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      Simons, Robert, and Natalie Kindred. "Dovernet." Harvard Business School Case 112-061, April 2012. (Revised February 2017.)
      • February 2012 (Revised October 2013)
      • Case

      OpenIDEO

      By: Karim R. Lakhani, Anne-Laure Fayard, Natalia Levina and Stephanie Healy Pokrywa
      The case describes OpenIDEO, an online offshoot of IDEO, one of the world's leading product design firms. OpenIDEO leverages IDEO's innovative design process and an online community to create solutions for social issues. Emphasis is placed on comparing the IDEO and... View Details
      Keywords: Social Issues; Product Design; Social and Collaborative Networks; Collaborative Innovation and Invention; Ghana; New Zealand
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      Lakhani, Karim R., Anne-Laure Fayard, Natalia Levina, and Stephanie Healy Pokrywa. "OpenIDEO." Harvard Business School Case 612-066, February 2012. (Revised October 2013.)
      • September 2011
      • Module Note

      Orientation to Leadership Intelligence Days, 2011

      By: Joshua D. Margolis and Anthony J. Mayo
      Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details
      Keywords: Budgets and Budgeting; Borrowing and Debt; Investment Return; Resource Allocation; Marketing Communications; Marketing Strategy; Consumer Behavior; Online Technology; Beauty and Cosmetics Industry
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      Margolis, Joshua D., and Anthony J. Mayo. "Orientation to Leadership Intelligence Days, 2011." Harvard Business School Module Note 412-057, September 2011.
      • August 2011 (Revised April 2013)
      • Case

      Language and Globalization: 'Englishnization' at Rakuten (A)

      By: Tsedal Neeley
      Hiroshi Mikitani, the CEO of Rakuten, (Japan's largest online retailer), is at the helm of an organization that is rapidly expanding into global markets. In a critical stride toward becoming the world's No. 1 Internet services company, Mikitani announces... View Details
      Keywords: Teaching; Human Capital; Change Management; Transformation; Social Enterprise; Communication Strategy; Internet and the Web; Disruptive Innovation; Organizational Change and Adaptation; Strategic Planning; Leadership; Global Strategy; Technology Industry; Retail Industry; Japan
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      Neeley, Tsedal. "Language and Globalization: 'Englishnization' at Rakuten (A)." Harvard Business School Case 412-002, August 2011. (Revised April 2013.)
      • June 2011
      • Teaching Note

      PatientsLikeMe: An Online Community of Patients (TN)

      By: Sunil Gupta and Jason Riis
      Teaching Note for 511093. View Details
      Keywords: Internet and the Web; Social and Collaborative Networks; Health Disorders; Growth and Development; Product Launch; Web Services Industry
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      Gupta, Sunil, and Jason Riis. "PatientsLikeMe: An Online Community of Patients (TN)." Harvard Business School Teaching Note 511-138, June 2011.
      • May–June 2011
      • Article

      The Uninvited Brand

      By: Susan Fournier and Jill Avery
      Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
      Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Advertising Industry; Consumer Products Industry
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      Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
      • March 2011 (Revised September 2011)
      • Background Note

      Everyone and Everything is Online

      By: Stephen P. Bradley and Nancy Bartlett
      The twenty-first century digital world enabled mobile, empowered, content-hungry individuals to capture the value of enabling technologies and applications to manage, create, share, and influence content across the creation and delivery spectrum. Users were online in... View Details
      Keywords: Communication Technology; Learning; Entertainment; Power and Influence; Internet and the Web; Value; Web Services Industry
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      Bradley, Stephen P., and Nancy Bartlett. "Everyone and Everything is Online." Harvard Business School Background Note 711-494, March 2011. (Revised September 2011.)
      • February 2011 (Revised November 2012)
      • Case

      PatientsLikeMe: An Online Community of Patients

      By: Sunil Gupta and Jason Riis
      PatientsLikeMe (PLM) is an online community where patients share their personal experiences with a disease, find other patients like them, and learn from each other. The company was founded by Jamie and Ben Heywood when their 29-year-old brother was diagnosed with ALS... View Details
      Keywords: Business Startups; Health Disorders; Knowledge Sharing; Growth and Development Strategy; Product Launch; Digital Platforms; Social and Collaborative Networks; Health Industry
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      Gupta, Sunil, and Jason Riis. "PatientsLikeMe: An Online Community of Patients." Harvard Business School Case 511-093, February 2011. (Revised November 2012.)
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