Publications

17 Jan 2012
Working Paper Summaries

Expectations, Network Effects and Platform Pricing

Keywords: by Andrei Hagiu & Hanna Hałaburda; Entertainment & Recreation

February 1998 (Revised November 2002)
Case

Meadowlands

By: Arthur I Segel and William J. Poorvu

In February 1998, developers Ted Leonard and Charlie Sexton are attempting to acquire and develop a large multifamily site in Maryland, north of Washington, D.C. They are attempting to win financing and government approvals to develop a new kind of product for the... View Details

Keywords: Urban Development; Real Estate Industry; Maryland

06 Feb 2011
News

Why Some Twitter Posts Catch On, and Some Don't

September 2006 (Revised November 2007)
Case

Patrimonio Hoy: A Financial Perspective

By: Arthur I Segel, Michael Chu and Gustavo A. Herrero

Patrimonio Hoy, a program targeting the housing needs of low-income families launched by CEMEX, a major Mexican corporation and a leading global cement company, has gone from a market research project to a highly visible initiative in 22 cities and has earned public... View Details

Keywords: Diversification; Housing; Income; Corporate Social Responsibility and Impact; Emerging Markets; Finance; Mexico

17 Aug 2021
Op-Ed

Dispensing Justice: The Case for Legalizing Cannabis Nationally

cannabis federally would shrink the illicit market and help the legal market grow, within the ambit of regulations and informed by research, thereby also generating tax revenue. What is popular is not always... View Details

Keywords: by Ashish Nanda and Tabatha Robinson

Charlotte L. Robertson

Charlotte Robertson is an Assistant Professor in the Business, Government, and the International Economy Unit at Harvard Business School. She teaches BGIE in the MBA required curriculum.

Professor Robertson conducts research on the history of financial... View Details

May 2021 (Revised February 2024)
Teaching Note

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Ayelet Israeli and Jill Avery

THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details

Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States

July 2017
Case

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

David Moss is the Paul Whiton Cherington Professor at Harvard Business School, where he teaches in the Business, Government, and the International Economy (BGIE) unit. He earned his B.A. from Cornell University and his Ph.D. from Yale. In 1992-1993, he served as a... View Details

Keywords: banking; credit card; federal government; financial services; health care; insurance industry; state government

2023
Working Paper

Firm Visibility and Acquisition Likelihood: Evidence from Seeking Alpha Coverage

By: Pu Gu, Benjamin Yost and Yuan Zou

This study investigates whether social media coverage influences a firm’s likelihood of being acquired. Specifically, we hypothesize that coverage of a firm on the Seeking Alpha platform raises its visibility to potential acquirers and M&A advisers (i.e., investment... View Details

Keywords: Social Media; Mergers and Acquisitions; Marketplace Matching; Investment Banking

SSRN

February 2021 (Revised June 2023)
Case

Henry Ford: Changing the World

By: Robert Simons and Max Saffer

This case traces the rise of Henry Ford from a small farm in Michigan to the controlling shareholder of the Ford Motor Company. The case describes how Ford, as young man, acquired engineering skills and the risks he took as he built and marketed one of the first... View Details

Keywords: Technology; Entrepreneurship; Personal Characteristics; Business Startups; Management; Success; Values and Beliefs; Technological Innovation; Personal Development and Career; Auto Industry; United States; Michigan

03 Jun 2014
First Look

First Look: June 3

Specifically, we explore whether the presence of frictions in a country's capital markets, labor markets, and product markets affect the excess value of diversified firms. We find that the value of diversified firms relative to their... View Details

Keywords: Sean Silverthorne

New Twitter Research: Men Follow Men and Nobody Tweets

Twitter has attracted tremendous attention from the media and celebrities, but there is much uncertainty about Twitter's purpose. Is Twitter a communications service for friends and groups, a means of expressing yourself freely, or simply a marketing... View Details

15 Sep 2011
Research & Ideas

High Ambition Leadership

What is welcome and all too rare? Leaders who care about building great institutions, not just profits. What sets these leaders apart in their practice and outlook? Harvard Business School's Michael Beer in his new book, Higher Ambition: How Great Leaders Create... View Details

Keywords: by Martha Lagace

07 Apr 2020
Research & Ideas

What Customers Need to Hear from You During the COVID Crisis

the brand logo’s “M” apart to signal social distancing. "Nearly a quarter of brands have gone dark, pausing all of their paid marketing communications for the first and second quarter of the year."... View Details

Keywords: by Jill Avery and Richard Edelman

26 Sep 2011
HBS Case

HBS Cases: Lady Gaga

Searched-For Female," as recorded by Google, and made international headlines for donning a dress made of red meat, which Time Magazine called the top fashion statement of 2010. “Gaga is a marketing phenomenon” So it's almost... View Details

Keywords: by Carmen Nobel; Entertainment & Recreation; Music

21 Jul 2022
Research & Ideas

Did Pandemic Stimulus Funds Spur the Rise of 'Meme Stocks'?

The US government set out to support consumers and jolt the economy when it issued federal stimulus checks during the early months of the COVID-19 pandemic. But actually, that money helped propel questionable investments in “meme stocks,” one of the most visible... View Details

Keywords: by Rachel Layne; Financial Services

December 2019
Case

Gary Vaynerchuk: #GaryVee

By: Laura Huang and Sarah Mehta

Fresh out of a public social media debacle, Gary Vaynerchuk needs to reconsider the approach he takes in leading his digital media agency, VaynerMedia. Founded in 2009 by Gary and his brother AJ, VaynerMedia has grown into an unconventional creative marketing agency.... View Details

Keywords: Entrepreneurship; Leadership Style; Personal Characteristics; Business Growth and Maturation; Marketing; Social Media