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  • 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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Cespedes, Frank V. "Magpie: Developing and Using Buyer Personas." Harvard Business School Teaching Note 819-027, August 2018.
  • July 2019 (Revised April 2021)
  • Case

Salary Finance

By: John R. Wells and Benjamin Weinstock
In April 2019, Asesh Sarkar, co-founder and chief executive of Salary Finance Limited, a London-based FinTech, faced tough choices. Sarkar had founded Salary Finance with Dan Cobley and Daniel Shakhani in 2015. The company’s value proposition was quite simple: partner... View Details
Keywords: Credit; Financing and Loans; Wages; Innovation and Invention; Expansion; Growth and Development Strategy; Organizational Culture; Decision Choices and Conditions; Financial Services Industry
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Wells, John R., and Benjamin Weinstock. "Salary Finance." Harvard Business School Case 720-355, July 2019. (Revised April 2021.)
  • 21 Nov 2023
  • Research & Ideas

Employee Negativity Is Like Wildfire. Manage It Before It Spreads.

called emotional contagion. Goldenberg’s past research shows that negative sentiments tend to spread faster than positive ones on social media, particularly when expressed by public figures. Achieving a... View Details
Keywords: by Kristen Senz
  • 14 Dec 2010
  • First Look

First Look: Dec. 14

social comparison, overconfidence, and loss aversion reduce the viability of individual performance-based compensation systems and provides a framework that integrates insights from psychology and decision research into the traditional... View Details
Keywords: Sean Silverthorne
  • 29 Feb 2024
  • HBS Case

Beyond Goals: David Beckham's Playbook for Mobilizing Star Talent

Beckham’s Inter Miami CF soccer club. Beckham visited Elberse’s MBA class, “The Business of Entertainment, Media, and Sports,” in October to further illuminate the discussions. “You can build a follower base that’s bigger than what... View Details
Keywords: by Avery Forman; Sports
  • 08 Dec 2022
  • HBS Case

The War in Ukraine and Nestlé’s Moral Dilemma: Stay or Leave Russia?

Starbucks, Coca-Cola, and other corporations to quit serving the country. Eventually, the hashtag #BoycottNestle began trending on social media, as activists supported a boycott of the company for delaying... View Details
Keywords: by Michael Blanding; Consumer Products
  • January 2005 (Revised August 2006)
  • Case

Lean Forward Media

By: Teresa M. Amabile and Victoria Winston
Jeff Norton and Michelle Crames, the co-founders of Lean Forward Media, face several options for producing the world's first interactive DVD film for children. Their vision is to build a company whose products simultaneously entertain children, engage them actively in... View Details
Keywords: Decision Choices and Conditions; Early Childhood Education; Games, Gaming, and Gambling; Entrepreneurship; Venture Capital; Management Practices and Processes; Risk Management; Partners and Partnerships; Opportunities; Creativity
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Amabile, Teresa M., and Victoria Winston. "Lean Forward Media." Harvard Business School Case 805-063, January 2005. (Revised August 2006.)
  • 11 Dec 2023
  • Research & Ideas

Doing Well by Doing Good? One Industry’s Struggle to Balance Values and Profits

social media. “In any organization, you want to make the moral and material coexist.” In a recent paper, Lakshmi Ramarajan, associate professor of business administration at Harvard Business School, and Erin Reid, a professor at McMaster... View Details
Keywords: by Scott Van Voorhis
  • 17 May 2011
  • First Look

First Look: May 17

world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the complex, consultative buying process. However, with the rise of social... View Details
Keywords: Sean Silverthorne
  • 16 Nov 2016
  • Research & Ideas

Turning One Thousand Customers into One Million

integrated social media. Eventually, Etsy fostered an ecosystem of more than 150 third-party apps and tools to empower and support the sellers. Shifting from supply to demand As these platforms began acquiring new customers using digital... View Details
Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations
  • 2002
  • Book

Searching for a Corporate Savior: The Irrational Quest for Charismatic CEOs

By: Rakesh Khurana
Corporate CEOs are headline news. Stock prices rise and fall at word of their hiring and firing. Business media debate their merits and defects as if individual leaders determined the health of the economy. Yet we know surprisingly little about how CEOs are selected... View Details
Keywords: Managerial Roles; Selection and Staffing; Personal Characteristics; Experience and Expertise; Investment Activism; Corporate Strategy
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Khurana, Rakesh. Searching for a Corporate Savior: The Irrational Quest for Charismatic CEOs. Princeton, NJ: Princeton University Press, 2002.
  • 04 Sep 2001
  • Research & Ideas

Is Government Just Stupid? How Bad Decisions Are Made

choice without government interference. If elected, I will do everything possible to guarantee that there will be no real reduction in Social Security or Medicare spending. If elected, I will do everything possible to protect our natural... View Details
Keywords: by Max H. Bazerman, Jonathan Baron & Katherine Shonk
  • 15 Aug 2011
  • Research & Ideas

A New Model for Business: The Museum

World Wide Web. "Of course it's true that Facebook became popular because it's really good at helping friends connect," Weaver says. "But I think a big chunk of the value of Facebook has little to do with social View Details
Keywords: by Carmen Nobel
  • 31 Jan 2022
  • Research & Ideas

Where Can Digital Transformation Take You? Insights from 1,700 Leaders

Customers demand more value and innovation than ever before, but they’re not always willing to pay more for that product or service. In fact, thanks to social media, dissatisfied customers can amplify their... View Details
Keywords: by Linda A. Hill, Ann Le Cam, Sunand Menon, and Emily Tedards
  • 26 Aug 2019
  • Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

typical celebrity cover girl, her social media posts compel thousands of customers to purchase the products she recommends. Alessia Vettese New research shows that “influencers” like Hughes are changing the face of the beauty industry,... View Details
Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics
  • 06 Jun 2011
  • Research & Ideas

Why Leaders Lose Their Way

unblemished reputations for such ephemeral gains? Do they think they won't get caught or believe their elevated status puts them above the law? Was this the first time they did something inappropriate, or have they been on the slippery slope for years? In these ongoing... View Details
Keywords: by Bill George
  • 01 Nov 2020
  • Research & Ideas

Good Leadership Is an Act of Kindness

normal times. ""I know you're doing the best you can." This statement is, with few exceptions, true. In scores of first-person accounts and on social media, people are reporting they are working harder than... View Details
Keywords: by Boris Groysberg and Susan Seligson
  • 10 Feb 2021
  • Research & Ideas

Has #MeToo Changed How Hollywood Hires?

After sexual abuse allegations against Harvey Weinstein ignited the #MeToo movement on social media, Hollywood producers began hiring more female film writers than they did before the scandal, new research... View Details
Keywords: by Rachel Layne; Media & Broadcasting
  • 28 Jan 2008
  • Research & Ideas

Billions of Entrepreneurs in China and India

"In some sense people in these societies are running faster than their rules and laws can keep up. So they are creating the rules as they go along. And entrepreneurship is, after all, doing things in new ways, ahead of social norms... View Details
Keywords: by Martha Lagace
  • 28 Sep 2020
  • Research & Ideas

How Leaders Can Navigate Politicized Conversations and Inspire Collaboration

other members of the collaboration are often too afraid, or simply too bored and disengaged, to contribute their own thoughts.” Because conversations are at the heart of collaboration, and because the topic of politically-tinged speech is so ubiquitous in the View Details
Keywords: by Kristen Senz
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