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  • Web

Shaping the Corporate Image | Baker Library | Bloomberg Center | Harvard Business School

new media landscape, where rapidly proliferating social networks are revolutionizing the reach and influence of corporate public relations, U.S. Steel remains an illuminating case study both in its time and... View Details
  • May–June 2024
  • Article

Should Your Brand Hire a Virtual Influencer?

By: Serim Hwang, Shunyuan Zhang, Xiao Liu and Kannan Srinivasan
Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity. View Details
Keywords: Social Media; AI and Machine Learning; Brands and Branding; Power and Influence
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  • Profile

Ann Chao

Why was earning your MBA at HBS important to you? First, I was drawn to the application-based nature of the MBA degree. My college experience was heavy on social theory and deep intellectual debate, which gave me a solid foundation to... View Details
Keywords: Entertainment / Media
  • April 2019
  • Case

American Ballet Theatre

By: Anita Elberse, Tsubasa Nakajima and Melissa Rodman
Kara Medoff Barnett, executive director of American Ballet Theatre (ABT), widely regarded as one of the world’s premier ballet companies, faces several challenges. It is June 2018. Despite its prestige, the company’s $45 million annual budget and $22 million endowment... View Details
Keywords: Performing Arts; Superstars; Talent; Talent Development; Non-profit; Contracts; Labor Economics; General Management; Arts; Entertainment; Media; Talent and Talent Management; Nonprofit Organizations; Marketing; Strategy
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  • 01 Dec 2013
  • News

14 for '14

contrarian, the Harvard MBA Indicator is bullish on stocks for 2014 but bearish on the tech sector. If (only if) that turns out to be right, you read it here!" —Ray Soifer (MBA 1965), chairman, Soifer Consulting "The Twitter IPO is a sign of the maturation of the View Details
Keywords: Arts, Entertainment; Finance; Government; Information; Retail Trade
  • 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
  • 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
  • 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
  • 26 Mar 2007
  • Research & Ideas

Learning from Failed Political Leadership

of Illusion: American Leadership in the Media Age. The book weaves together insights from economics, leadership studies, history, geopolitics, and national security to make a case for strategic independence and improved leadership... View Details
Keywords: by Martha Lagace
  • 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
  • 01 Apr 1999
  • News

WesTrek: Students Find Options in Bay Area

This year's "WesTrek" offered more than three hundred HBS students and partners a chance to network and investigate career options in the opportunity-rich San Francisco Bay Area. Held in early January, the annual WesTrek is sponsored by the High Tech and New 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
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  • 01 Dec 2011
  • News

Attn: Alumni Entrepreneurs

In February, for the third annual Alumni New Venture Contest, HBS clubs worldwide will judge business plans from teams led by HBS alumni. Regional winners will participate in educational, mentoring, networking, and media sessions at the... View Details
Keywords: contests
  • Portrait Project

Tony Deifell

obvious – if I pay attention. My calling in life is to use my skills as a media artist, entrepreneur, and leader to help everyone notice the cracks, because there are many. April 2006: Reflections on my essay from 2002 My original... View Details
  • 27 May 2014
  • First Look

First Look: May 27

  Publications August 2013 Princeton University Press A Social Strategy: How We Profit from Social Media By: Piskorski, Mikołaj Jan Abstract—Almost no one had heard of View Details
Keywords: Sean Silverthorne
  • 15 May 2013
  • Research & Ideas

From McRibs to Maseratis: The Power of Scarcity Marketing

Canadian culture, all Canadian measurements are in hockey rink units, or HRUs.) Social media activity was intense, and consumers even organized Double Down "Bro Downs" where men competed to see who... View Details
Keywords: Re: Michael I. Norton
  • August 1991 (Revised February 1992)
  • Case

Gain Sharing at Star Cablevision Group

By: Leonard A. Schlesinger and Sarah Ann Greene
Describes Star's experiment with gain sharing over a three-year period. Background on the industry and company's history are provided to establish the context for the shift to pay-for-performance. Describes the three different gain sharing programs, the resulting... View Details
Keywords: Motivation and Incentives; Service Delivery; Performance Productivity; Television Entertainment; Compensation and Benefits; Media and Broadcasting Industry
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  • 01 Jun 2000
  • News

Students and Business Leaders Look to Africa's Future

featured speakers. Panel discussions focused on topics such as information technology, financial services, agribusiness, media and communication, infrastructure development, and social enterprise. View Details
  • 31 Mar 2022
  • News

A Community Hunger Solution with Global Ambitions

occur often enough to reach as many mouths as possible. He designed the organization like a startup, built to scale, with chapters of “Robins” around the world who team up with restaurants and other organizations in their local cities and communities. Marketing is... View Details
  • 07 Sep 2021
  • News

My Pandemic Pivot

Illustration by Mattes - Getty Images The pandemic has had deep and global impacts, driving change in almost every field and industry. These transformations have been personal, too, and the Bulletin used our social View Details