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  • July 2020
  • Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details
Keywords: Brands and Branding; Competition; Customers; Disruption; Disruptive Innovation; Distribution Channels; Entrepreneurship; Finance; Macroeconomics; Marketing; Marketing Channels; Marketing Communications; Marketing Strategy; Mission and Purpose; Organizational Culture; Product Design; Product Development; Product Positioning; Sales; Social Issues; Social Marketing; Business Startups; Strategic Planning; Strategy; Supply Chain Management; Venture Capital; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; North and Central America; United States; New York (city, NY); New York (state, US)
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  • 30 Aug 2011
  • First Look

First Look: August 30

  PublicationsEmotion-induced Engagement in Internet Video Ads Authors:Thales S. Teixeira, Michel Wedel, and Rik Pieters Publication:Journal of Marketing Research (forthcoming) Abstract This study shows how advertisers can leverage... View Details
Keywords: Sean Silverthorne
  • March 1996 (Revised November 1997)
  • Case

Dewar's (C): Exploring New Media Opportunities

By: Alvin J. Silk and Lisa Klein Pearo
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S... View Details
Keywords: Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy
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  • 05 Aug 2008
  • First Look

First Look: August 5, 2008

and the reorganization promoted more efficient matching, chiefly due to the increased ability of later matching to produce "championship" games. Download the paper: http://www.hbs.edu/research/pdf/09-010.pdf The Internalization of View Details
Keywords: Martha Lagace
  • 25 Nov 2008
  • First Look

First Look: November 25, 2008

will affect his continuing collaboration with Jobs. Purchase this case: http://harvardbusinessonline.hbsp.harvard.edu/ b01/en/common/item_detail.jhtml?id=809063 Butler, Shine, Stern & Partners Harvard Business School Case 508-043 Selling an intangible like View Details
Keywords: Martha Lagace
  • August 2017 (Revised July 2019)
  • Case

GROW: Using Artificial Intelligence to Screen Human Intelligence

By: Ethan Bernstein, Paul McKinnon and Paul Yarabe
Over 10% of all 2017 university graduates in Japan used GROW, an artificial intelligence platform and mobile app developed by Tokyo-based people analytics startup IGS, to recruit for a job. This case puts participants in the shoes of IGS founder and CEO Masahiro... View Details
Keywords: Big Data; Artificial Intelligence; Talent and Talent Management; Recruitment; Selection and Staffing; Human Resources; Information Technology; AI and Machine Learning; Analytics and Data Science; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Japan
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  • Web

Resumes & Cover Letters - Alumni

yourself to a prospective employer. It should be succinct, target an employer's needs, and distinguish you from your competitors. Before you get started, think about your strengths, weaknesses, personal preferences, and motivations. You... View Details
  • 12 Jun 2018
  • First Look

New Research and Ideas, June 12, 2018

document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location—precisely following initiation of the suit. In... View Details
Keywords: Dina Gerdeman
  • 14 Aug 2007
  • First Look

First Look: August 14, 2007

activism are high for the subset of targets that are acquired ex-post, but not detectably different from zero for targets that remain independent a year after the initial activist request. Announcement... View Details
Keywords: Martha Lagace
  • 18 Mar 2008
  • First Look

First Look: March 18, 2008

professional relationships may "bridge" the asymmetric information. This bridge may be particularly strong if both firms were financed by the same venture capital firm. Third, geographic proximity may also reduce the asymmetric information between a View Details
Keywords: Martha Lagace
  • 07 Oct 2008
  • First Look

First Look: October 7, 2008

answered the right question poorly (Study 2). Download the paper: http://www.hbs.edu/research/pdf/09-048.pdf Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality Authors:Alvin J. Silk and Charles... View Details
Keywords: Martha Lagace
  • 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
  • 28 Apr 2009
  • First Look

First Look: April 28, 2009

http://hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=809062 JWT China: Advertising for the New Chinese Consumer Harvard Business School Case 809-079 This case analyzes the business strategy and expansion of JWT China from the late... View Details
Keywords: Martha Lagace
  • 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... View Details
Keywords: by John Deighton; Fashion; Retail; Consumer Products
  • December 2009 (Revised September 2024)
  • Case

Phreesia: The Patient Intake Company

By: Regina E. Herzlinger, Sunaina Yarlagadda and Brian L. Walker
How should the co-founders of an organization that provides patient sign-in and billing services scale their company after five years of successfully targeting small private physician practices? Phreesia had deployed a direct mail and sales force strategy that resulted... View Details
Keywords: Advertising; Social Entrepreneurship; Revenue; Health Care and Treatment; Health Industry
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  • 18 Nov 2014
  • First Look

First Look: November 18

http://www.hbs.edu/faculty/Publication%20Files/Teixeira%20et%20al%20(2014)%20Television%20Advertising%20and%20Online%20Shopping_7d5c54e1-fd1b-4dcc-bd41-06e2978d4f23.pdf   Working Papers The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in U.S.... View Details
Keywords: Sean Silverthorne
  • 13 Jul 2016
  • HBS Case

How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

million. “You have to be more proactive and control the acquisition process, which word-of-mouth does not allow for.” That’s where digital marketing can help, allowing companies to target specific customers through search ads or social... View Details
Keywords: by Michael Blanding; Retail; Service; Transportation
  • 16 Nov 2016
  • Research & Ideas

Turning One Thousand Customers into One Million

to the supply side toward catering to the demand side. Building on the initial 1,000 After surpassing 1,000 customers, organic opportunities for the companies to acquire more customers and suppliers in bulk became increasingly rare. So Uber and Airbnb turned to digital... View Details
Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations
  • 18 Sep 2017
  • Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

target market and they don’t care if they alienate others.” “The challenge is to find the nugget of insight from this huge amount of data” Not every brand can get away with political messaging, however. John says a friend who sells... View Details
Keywords: by Dina Gerdeman; Advertising; Advertising
  • Web

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