Publications

21 Mar 2018
Blog Post

Telling Your Story: How to Create a Powerful Personal Digital Brand

your personality, the real person behind your personal brand; and 3) it shares your motivations, why you do what you do. Make engagement a regular habitThe digital world offers many shiny temptations and distractions. Grinshpun encourages a systematic approach to View Details

22 Jul 2024
News

Viral Marketing’s Early Muse

Illustration by John Weber In 2008, Canadian musician Dave Carroll saw United Airlines employees manhandling his $3,500 Taylor guitar on the tarmac in Chicago. When he arrived at his destination, the guitar was in pieces. Carroll contacted United customer service... View Details

May 2023
Case

Twitter Blues: Does Paid Verification Check Out?

By: Scott Duke Kominers, Das Narayandas and Kerry Herman

Elon Musk proposes to offer verification status on Twitter to paying subscribers. Chaos ensues. View Details

Keywords: Marketing; Social Media; Technology Industry

04 Sep 2019
News

In My Humble Opinion: Status Update

employees to more than 1,000, while its community of users expanded from 300 million to more than a billion. Despite the big-picture scope and pace of her latest role, Levine still finds time to enjoy the small, user-generated moments that pop up in View Details

Keywords: Julia Hanna

05 Apr 2021
Blog Post

The MBA Response: A Calling to Leadership & Service

helped Anar Foods manage a social media strategy, and laid the foundation for launching a new frozen-food product line. Anar Foods expressed their gratitude, “This program has been life-altering for me. It's... View Details

October 2020 (Revised April 2022)
Case

When Institutions Fail: HIV/AIDS in the 1980s

By: Tom Nicholas and Christian Godwin

During the early 1980s, young gay men in urban centers such as San Francisco and New York City began contracting a mysterious illness that would come to be known as HIV/AIDS. A diagnosis meant almost certain death, with a less than 1% survival rate. Conflicting... View Details

Web

Club Conferences | MBA

Conference March 9, 2025 Social Impact Club Future of Work Club Entertainment & Media Conference March 29, 2025 Entertainment & Media Club Business of Sports Club... View Details

August 2018
Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details

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

29 Apr 2019
Research & Ideas

Is the Digital Age Making Us Petty?

with one another.” About the Author Kristen Senz is a writer and social media creator for Harvard Business School Working Knowledge. [Image: glebchik] Related Reading: When Negotiating a Price, Never Bid... View Details

Keywords: by Kristen Senz

01 Jun 2003
News

Respond to a Worthy Cause

Respond and Respond II, and Sonya Brown and Michelle Dietz (both MBA ’02). After the success of the first CD, last year Devereaux asked the HBS Entertainment & Media Club for help writing a business plan. “The idea was to broaden the... View Details

Keywords: Michael Watkins; Arts, Entertainment

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

Profile

Brittani Rettig

blogging has led to other opportunities to share my healthy tips and inspirational stories on major media outlets like Good Morning Texas, Sheryl Sandberg's Lean In online community, and on Greatist.com. In addition to the blog, I have... View Details

Keywords: Consulting; Services; Health Care

10 Jul 2000
Research & Ideas

Cable TV: From Community Antennas to Wired Cities

and academics who looked beyond its economic impact on the broadcasting business, and saw a potentially revolutionary communications medium. These policy makers and academics were influenced by the ideas of Marshall McLuhan and by a Zeitgeist concerned with View Details

Keywords: by Thomas R. Eisenmann; Media & Broadcasting; Media & Broadcasting; Media & Broadcasting

16 Feb 2021
Working Paper Summaries

Bollywood, Skin Color, and Sexism: The Role of the Film Industry in Emboldening and Contesting Stereotypes in India after Independence

Keywords: by Sudev Sheth, Geoffrey Jones, and Morgan Spencer; Media & Broadcasting

Shyam Benegal

Keywords: Cinema

Editorial

Zeroing Out on zero-COVID

By: William C. Kirby

China’s culture reveres science, yet operates under a government that often defines what “science” is and is not. China’s “zero-COVID” policy has created a bifurcated scientific community that threatens international collaboration in science and technology. A... View Details

Keywords: COVID; Scientific Community; World Health Organization; Pseudoscience; Governance; Government and Politics; Health; Research and Development; Social Media; China