Publications
Publications
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- Faculty Publications (941)
- September 2023 (Revised September 2023)
- Supplement
On Slides
By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader, Jordan Mitchell and Karen Elterman
Slides to support the teaching of the On case, 723-430. On is a premium performance running shoe company founded in Switzerland in 2010. The company rapidly gained traction through its unique CloudTec cushioning technology, its innovative midsole plate called the... View Details
Keywords: Brands and Branding; Business Growth and Maturation; Business Model; Business Startups; Business Strategy; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customer Focus and Relationships; Customer Satisfaction; Digital Marketing; Disruptive Innovation; Distribution Channels; Entrepreneurship; Environmental Sustainability; Global Strategy; Initial Public Offering; Innovation and Invention; Innovation Strategy; Market Entry and Exit; Marketing Strategy; Product Design; Product Development; Product Marketing; Social Media; Strategy; Supply Chain Management; Technological Innovation; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Europe; Germany; Switzerland; United States
- September 2023
- Case
The Meteoric Rise of Skims
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Inference; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Social Influencers; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States
- July 13, 2023
- Article
Threads Foreshadows a Big—and Surprising—Shift in Social Media
By: Scott Duke Kominers and Liang Wu
Threads, Meta’s Twitter competitor, has become the fastest downloaded app in history. One of the reasons for this is because it allows users to port over their profiles and follows from the already popular social media platform Instagram, also owned by Meta—a feature... View Details
- July 2023
- Article
Negative Expressions Are Shared More on Twitter for Public Figures Than for Ordinary Users
By: Jonas P. Schöne, David Garcia, Brian Parkinson and Amit Goldenberg
Social media users tend to produce content that contains more positive than negative emotional language. However, negative emotional language is more likely to be shared. To understand why, research has thus far focused on psychological processes associated with... View Details
- 2023
- Working Paper
Algorithm Failures and Consumers' Response: Evidence from Zillow
By: Isamar Troncoso, Runshan Fu, Nikhil Malik and Davide Proserpio
In November 2021, Zillow announced the closure of its iBuyer business. Popular media largely attributed this to a failure of its proprietary forecasting algorithm. We study the response of consumers to Zillow’s iBuyer business closure. We show that after the iBuyer... View Details
- 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
- June 2023
- Case
ByteDance: TikTok and the Trials of Going Viral in 2023
By: William C. Kirby, Noah B. Truwit and John P. McHugh
In March 2023, Chew, with an army of well-paid U.S. lobbyists and TikTok creators, descended on Washington. In his testimony, he planned to highlight the 150 million daily active American users on TikTok and how the platform had benefitted small business owners and... View Details
- June 2023 (Revised July 2023)
- Case
Social Media Background Screening at Fama Technologies
By: Joseph Pacelli, Jillian Grennan and Alexis Lefort
Fama Technologies is an online screening company that uses AI to analyze job applicants' publicly available online content for signs of risk and culture fit. The case opens with Ben Mones, founder and CEO, looking to secure funding from venture firms. He is running... View Details
- June 2023
- Supplement
Social Media Background Screening at Fama Technologies (B)
By: Joseph Pacelli, Jillian Grennan and Alexis Lefort
Fama Technologies is an online screening company that uses AI to analyze job applicants' publicly available online content for signs of risk and culture fit. The case opens with Ben Mones, founder and CEO, looking to secure funding from venture firms. He is running... View Details
- June 2023
- Article
Amplification of Emotion on Social Media
By: Amit Goldenberg and Robb Willer
Why do expressions of emotion seem so heightened on social media? Brady et al. argue that extreme moral outrage on social media is not only driven by the producers and sharers of emotional expressions, but also by systematic biases in the way people that perceive moral... View Details
- 2023
- Working Paper
Teams in the Digital Workplace: Technology's Role for Communication, Collaboration, and Performance
By: Jacqueline N. Lane, Paul Leonardi, Noshir Contractor and Leslie DeChurch
This paper addresses the need for theoretical advancements in understanding team processes and the impact of technology on teams. Specifically, it examines the use of digital collaboration technologies by organizational teams and their effect on team communication and... 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
- May 2023
- Article
A Public Health Approach to Negative News Media: The 3-to-1 Solution
By: Tyler VanderWeele and Arthur C. Brooks
There is clear evidence that the prevalence of negative media reporting has increased substantially over the past years. There is evidence also that this negative reporting adversely affects social interactions, as well as health and well-being outcomes. Given the wide... View Details
- April 2023 (Revised April 2024)
- Teaching Note
Netflix's Culture: Binge or Cringe?
By: Hubert Joly, Leonard A. Schlesinger, James Barnett and Stacy Straaberg
Teaching Note for HBS Case No. 522-096. View Details
Keywords: Compensation and Benefits; Employees; Recruitment; Resignation and Termination; Retention; Selection and Staffing; Innovation and Management; Innovation Strategy; Leadership Style; Business or Company Management; Management Style; Media; Business Processes; Organizational Culture; Organizational Structure; Performance Expectations; Performance Productivity; Creativity; Business Strategy; Entertainment and Recreation Industry; Entertainment and Recreation Industry; Entertainment and Recreation Industry; Entertainment and Recreation Industry; North America; California; Canada; Europe; Middle East; Africa; Asia; Latin America
- April 19, 2023
- Editorial
Extreme Views Are More Attractive Than Moderate Ones
By: Amit Goldenberg
Do you ever feel like everyone on social media has a more extreme viewpoint than your own? We often blame social media companies for the cacophony of politically extreme opinions around us. After all, these companies are generally motivated to promote the most... View Details
- April 2023
- Case
Twitter: The Freedom to Speak Freely and Be Heard
By: Randolph B. Cohen, Carin-Isabel Knoop and Mel Martin
In April 2022, serial entrepreneur Elon Musk announced that he would be interested in purchasing the social media site Twitter for $44 billion. With more than 100 million twitter followers, Musk had historically leveraged the site to engage with the customers of his... View Details
- March 2023 (Revised April 2023)
- Case
Independent Governance of Meta’s Social Spaces: The Oversight Board
Julie Owono is a member of the Oversight Board, an outside entity with the authority to make binding decisions on tricky moderation questions for Meta's companies. She considers the Board's impact, and its future. View Details
- March 2023 (Revised June 2023)
- Case
Metaverse Wars
By: Andy Wu, David B. Yoffie and Matt Higgins
In 2023, the term metaverse — a combination of “meta” and “universe” — had become a catch-all for a diverse set of expectations about online virtual worlds and the future of the internet. To some, the metaverse conjured images of a massive participatory videogame... View Details
- March 20, 2023
- Editorial
Can Twitter Be a Force for Good? Social Media Helps Curb Corporate Misconduct
By: Jonas Heese and Joseph Pacelli
- 2023
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details