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  • All HBS Web  (4,289)
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  • January 2023
  • Teaching Note

Duolingo: Teaching Languages to the Masses

By: Youngme Moon
Teaching Note for HBS Case 323-016. At the time the case is written, Duolingo is the most popular language learning service in the world. The company has more than 40 million monthly active users, and the company’s total annual revenue has reached $250 million a year.... View Details
Keywords: Marketing; Marketing Strategy; Customer Relationship Management; Acquisition; Retention; Innovation and Invention
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Moon, Youngme. "Duolingo: Teaching Languages to the Masses." Harvard Business School Teaching Note 323-070, January 2023.
  • April 2012 (Revised April 2013)
  • Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly
Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details
Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America
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Teixeira, Thales S., and Alison Caverly. "Mekanism: Engineering Viral Marketing." Harvard Business School Case 512-010, April 2012. (Revised April 2013.)
  • 2021
  • Chapter

Renewing the Relevance of IB: Can Some History Help?

By: Geoffrey Jones
International business (IB) as a discipline has given limited attention to contemporary grand challenges of inequality, global warming, aging populations, endemic health crises, and de-globalization, in all of which multinationals are either central to the problem or... View Details
Keywords: International Business; Globalization; History; Multinational Firms and Management
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Jones, Geoffrey. "Renewing the Relevance of IB: Can Some History Help?" Chap. 6 in The Multiple Dimensions of Institutional Complexity in International Business Research. Vol. 15, edited by Alain Verbeke, Rob van Tulder, Elizabeth L. Rose, and Yingqi Wei, 77–92. Progress in International Business Research. Bingley, United Kingdom: Emerald Publishing Limited, 2021.
  • 11 Apr 2023
  • Research & Ideas

Is Amazon a Retailer, a Tech Firm, or a Media Company? How AI Can Help Investors Decide

Traditional investing classifications consider Walmart a consumer staples retailer, but the company owns more than 6,000 retail and distribution properties around the world—the portfolio dwarfs those of many commercial real estate firms.... View Details
Keywords: by Danielle Kost; Consumer Products; Real Estate; Financial Services; Retail
  • March 1992 (Revised March 1995)
  • Case

Kevin Simpson

By: Linda A. Hill
Follows Kevin Simpson, a second-year Harvard Business School 1990 student, through his job search to his final decision between two very attractive but different job offers: a job as an international marketing manager at Eli Lilly and Co., a leading multinational... View Details
Keywords: Job Offer; Race; Job Search; Decision Choices and Conditions; Decision Making
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Hill, Linda A. "Kevin Simpson." Harvard Business School Case 492-041, March 1992. (Revised March 1995.)
  • 27 Feb 2019
  • Research & Ideas

The Hidden Cost of a Product Recall

health care, these new findings could apply broadly to any company that invests heavily in R&D, even those in industries that lack a formal recall process. “Whether your firm is making phones or drones... View Details
Keywords: by Danielle Kost; Manufacturing; Consumer Products; Auto; Medical Devices & Supplies

    Michael S. Kaufman

    A Senior Lecturer at the Harvard Business School, Michael co-developed and teaches a second year MBA course, “Challenges and Opportunities in the Restaurant Industry.” 

    A founder and partner of Positive Strategy LLC, a management/strategy consulting... View Details

      Michael W. Toffel

      Professor Toffel is the Senator John Heinz Professor of Environmental Management. His research examines how companies are addressing climate change (especially decarbonization) and other environmental and working condition issues in their operations and supply... View Details

      • 2013
      • Chapter

      Who Chooses Board Members?

      By: Ali Akyol and Lauren Cohen
      We exploit a recent regulation passed by the US Securities and Exchange Commission (SEC) to explore the nomination of board members to US publicly traded firms. In particular, we focus on firms’ use of executive search firms versus allowing internal members (often... View Details
      Keywords: Boards; Boards Of Directors; Executive Search Firms; Governance; SEC Regulation; Governing and Advisory Boards; Management Succession; Executive Compensation
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      Akyol, Ali, and Lauren Cohen. "Who Chooses Board Members?" In Advances in Financial Economics, Vol. 16, edited by Kose John, Anil K. Makhija, and Stephen P. Ferris, 43–77. Emerald Group Publishing, 2013.
      • 29 May 2001
      • Research & Ideas

      How Technological Disruption Changes Everything

      market where customers are being overserved by the prevailing offerings. The concept of "overshooting" suggests that companies try to keep prices and margins high by developing products with many more features than customers can... View Details
      Keywords: by Sean Silverthorne; Health
      • Article

      B Corps: Can It Remake Capitalism in Japan?

      By: Geoffrey Jones
      This article examines the B Corporation movement that originated in the United States in 2006. The founders sought to create a new type of company whose governance structure mandated them to consider financial, social and environmental performance. A certification... View Details
      Keywords: Corporate Responsibility; Sustainability; B Corporations; Stakeholder Capitalism; Governance; Organizational Structure; Corporate Social Responsibility and Impact; Japan
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      Jones, Geoffrey. "B Corps: Can It Remake Capitalism in Japan?" Keizaikei [Kanto Gakuin Journal of Economics and Management] 284 (November 2021): 1–12.
      • 03 Jun 2020
      • Research & Ideas

      Who Guarantees Your Workplace Is Safe for Return?

      Here are key requirements to ask of any service provider offering to certify your work setting as a healthy building. These best practices apply for employers, employees, and customers alike. Our research over many decades in public View Details
      Keywords: by John Macomber and Joseph Allen; Real Estate
      • 17 Nov 2020
      • Research & Ideas

      Why a Blended Workforce May Be Key to Lasting Competitive Advantage

      In recent years, companies have been anxious about the lack of skilled workers to fill pivotal jobs. But then came COVID-19 and a subsequent recession. The ensuing business turmoil and record-high unemployment may have temporarily distracted companies from their... View Details
      Keywords: by Joseph B. Fuller
      • March–April 2017
      • Article

      What's the Value of a Like?: Social Media Endorsements Don't Work the Way You Might Think

      By: Leslie John, Daniel Mochon, Oliver Emrich and Janet Schwartz
      Brands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon... View Details
      Keywords: Social and Collaborative Networks; Consumer Behavior; Marketing Strategy; Digital Marketing; Social Media
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      John, Leslie, Daniel Mochon, Oliver Emrich, and Janet Schwartz. "What's the Value of a Like? Social Media Endorsements Don't Work the Way You Might Think." Harvard Business Review 95, no. 2 (March–April 2017): 108–115.
      • Research Summary

      Leveraging Knowledge for Performance

      Morten Hansen is involved in research which examines how knowledge residing in different units in a company can be leveraged to improve performance in a specific unit. He has conducted several large studies of the use of knowledge in creating competitive performance,... View Details
      • 04 Jun 2018
      • Blog Post

      How to Create a Presence Without Being Present

      The professional job search is a deeply personal journey. For MBA job-seekers, direct engagement with potential employers is essential: they want you to know who they are, and they want to know who you are. Live, face-to-face encounters... View Details
      Keywords: All Industries
      • 24 Aug 2016
      • Research & Ideas

      Can Obamacare Be Saved?

      company to pull out of the exchanges. The largest health insurer in the US, UnitedHealth Group, never really embraced the exchanges in the first place and has also suspended the sale of many of its plans on... View Details
      Keywords: by John A. Quelch and Emily Boudreau; Health; Health
      • April 2010 (Revised September 2011)
      • Case

      The Dannon Company: Marketing and Corporate Social Responsibility (A)

      By: Christopher Marquis, Pooja Mehta Shah, Amanda Elizabeth Tolleson and Bobbi Thomason
      At the end of 2009, The Dannon Company was considering pro actively communicating its CSR efforts to consumers. With the strong connection between Dannon's production of health foods and its commitment to health and nutrition-based CSR activities, communicating these... View Details
      Keywords: Decision Choices and Conditions; Nutrition; Marketing Communications; Corporate Social Responsibility and Impact; Business and Stakeholder Relations; Risk and Uncertainty; Natural Environment; Food and Beverage Industry
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      Marquis, Christopher, Pooja Mehta Shah, Amanda Elizabeth Tolleson, and Bobbi Thomason. "The Dannon Company: Marketing and Corporate Social Responsibility (A)." Harvard Business School Case 410-121, April 2010. (Revised September 2011.)
      • 02 Feb 2016
      • First Look

      February 2, 2016

      variables within the control of practitioners to outcomes they care about using logic they view as feasible. I provide several suggestions for how scholars can enhance research relevance, including engaging practitioners in on-campus... View Details
      Keywords: Sean Silverthorne
      • July 2001 (Revised August 2005)
      • Case

      Medicines Company, The

      By: John T. Gourville
      It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures. It is intended to be a better alternative to Heparin, an 80-year-old drug that costs less then $10 per dose. The... View Details
      Keywords: Business Model; Change Management; Decision Choices and Conditions; Cost Management; Price; Product Marketing; Product Launch; Product Development; Risk and Uncertainty; Health Industry; Health Industry
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      Gourville, John T. "Medicines Company, The." Harvard Business School Case 502-006, July 2001. (Revised August 2005.)
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