Influencer Advertising - Publications - Faculty & Research

07 Oct 2008
First Look

First Look: October 7, 2008

awareness. We use a network approach to demonstrate that the connections between two countries through joint-membership in the same IGOs are associated with a large positive influence on the foreign direct investment that flows between... View Details

Keywords: Martha Lagace

28 Aug 2006
Research & Ideas

Online Match-Making with Virtual Dates

interactions, Frost and Norton are also exploring the social implications of people seeking relationships online and the possibility for technology to influence the initial tone and trajectory of relationships. One obstacle they noticed... View Details

Keywords: by Martha Lagace; Publishing

Web

Marketing - Faculty & Research

make important contributions in the future. The current economic crisis is changing consumers' current and future purchase and consumption patterns. Search engines have changed the way consumers obtain information and make decisions and they are also dramatically... View Details

July 2020
Teaching Plan

Girls Who Code

By: Brian Trelstad and Amy Klopfenstein

This teaching plan serves as a supplement to HBS Case No. 320-055, “Girls Who Code.” Founded 2012 by former lawyer Reshma Saujani, Girls Who Code (GWC) offered coding education programs to middle- and high school-aged girls. The organization also sought to alter... View Details

Citation

Purchase

18 Nov 2014
First Look

First Look: November 18

television advertising influences online shopping. We construct a massive dataset spanning $3.4 billion in spending by 20 brands, including measures of brands' website traffic and transactions as well as ad... View Details

Keywords: Sean Silverthorne

28 Apr 2009
First Look

First Look: April 28, 2009

in the past and now influence clinical trials and participate in regulatory decision-making. Yet these developments are far from universal and are taking very different forms around the world. Building on data showing that pharmaceutical... View Details

Keywords: Martha Lagace

Gerald Zaltman

*Joined Harvard Faculty: 1991
Prior Faculty Appointments: Northwestern University, 1968-75;
University of Pittsburgh, 1975-91

*Doctoral Degree in Sociology Received from: The John Hopkins University;
MBA Degree Received from: The University of... View Details

Keywords: advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising; advertising

25 Apr 2023
Op-Ed

How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model

digital marketing to place stylish fast-fashion merchandise in front of target customers on social media sites such as Instagram, Facebook, and TikTok, as well as on its own website and mobile apps. Additionally, it has used email marketing, View Details

Keywords: by John Deighton; Fashion; Retail; Consumer Products

September 2015 (Revised February 2020)
Case

Managing Consumer Touchpoints at Nissan Japan

By: Thales Teixeira, Nobuo Sato and Akiko Kanno

In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details

Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan

Citation

Educators

Purchase

15 Oct 2008
First Look

First Look: October 15, 2008

Working PapersEconomic Factors Underlying the Unbundling of Advertising Agency Services Authors:Mohammad Arzaghi, Ernst R. Berndt, James C. Davis, and Alvin J. Silk Abstract This paper addresses a longstanding puzzle involving the... View Details

Keywords: Martha Lagace

Web

Great American Business Leaders of the 20th Century - Leadership

Walter Thompson Advertising Agency, 1916–1955 Charles H. Revson Revlon, 1932–1974 Richard S. Reynolds, Jr. Reynolds Corporation, 1948–1976 Arthur Reynolds Continental & Commercial Bank, 1919–1929 Richard J. Reynolds R. J. Reynolds Tobacco... View Details

09 Sep 2008
First Look

First Look: September 9, 2008

influence the companies being rated. We focus on corporate environmental ratings, the primary purpose of which is to help investors select "socially responsible" and avoid "socially irresponsible" companies. We... View Details

Keywords: Sean Silverthorne

09 Dec 2002
Research & Ideas

Unilever—A Case Study

animal feeds. In Europe, its food business spanned all stages of the industry, from fishing fleets to retail shops. Among its range of ancillary services were shipping, paper, packaging, plastics, and advertising and market research.... View Details

Keywords: by Geoffrey Jones; Consumer Products; Entertainment & Recreation; Food & Beverage; Manufacturing; Retail

30 Jul 2013
First Look

First Look: July 30

significant complementarity between the two. Publisher's link: http://www.people.hbs.edu/nashraf/InformationSubsidies.pdf 2013 pub Thought Calibration: How Thinking Just the Right Amount Increases One's Influence and Appeal By: Kupor,... View Details

Keywords: Anna Secino

17 Dec 2013
First Look

First Look: December 17

increasingly tied to the sway of private financial interests, and how postwar administrations finally extricated the U.S. from economic interventionism, even though the government had the will and power to continue. Maurer examines the ways that American investors... View Details

Keywords: Carmen Nobel

15 Feb 2011
First Look

First Look: Feb. 15

each complementing the other. Government Advertising and Media Coverage of Corruption Scandals Authors:Rafael Di Tella and Ignacio Franceschelli Publication:American Economic Journal: Applied Economics (forthcoming) Abstract : We... View Details

Keywords: Sean Silverthorne

22 May 2024
HBS Case

Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

you. It doesn’t rely on what you say. It observes what you do and choose not to do and builds a model of who you are.” Ghosh’s analysis debuts at a time when TikTok is drawing fresh scrutiny related to how its Chinese owners influence... View Details

Keywords: by Rachel Layne; Technology

Rosabeth M. Kanter

Rosabeth Moss Kanter holds the Ernest L. Arbuckle Professorship at Harvard Business School, specializing in strategy, innovation, and leadership for change. Her strategic and practical insights guide leaders worldwide through teaching, writing, and direct... View Details

05 Feb 2013
First Look

First Look: Feb. 5

PublicationsIn Search of the Self at Work: Young Adults' Experiences of a Dual Identity Organization Authors:Anteby, Michel, and Amy Wrzesniewski Publication:Research in Sociology of Work Abstract Purpose: Multiple forces that shape the identities of adolescents and... View Details

Keywords: Sean Silverthorne

08 May 2012
First Look

First Look: May 8

the components of creativity and how they influence the creative process, describing modifications to the theory over time. Then, after comparing the componential theory to other creativity theories, the article describes this theory's... View Details

Keywords: Carmen Nobel

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First Look: October 7, 2008

Online Match-Making with Virtual Dates

Marketing - Faculty & Research

Girls Who Code

First Look: November 18

First Look: April 28, 2009

Gerald Zaltman

How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model

Managing Consumer Touchpoints at Nissan Japan

First Look: October 15, 2008

Great American Business Leaders of the 20th Century - Leadership

First Look: September 9, 2008

Unilever—A Case Study

First Look: July 30

First Look: December 17

First Look: Feb. 15

Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore

Rosabeth M. Kanter

First Look: Feb. 5

First Look: May 8