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  • February 2024
  • Case

Adventures Inc: 21st Century Brand Building

By: Boris Groysberg and Sarah L. Abbott
Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations.... View Details
Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil
Related
  • January 2015 (Revised October 2018)
  • Case

Nasty Gals Do It Better

By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman
In 2006, Sophia Amoruso started Nasty Gal, an eBay boutique selling vintage clothes. With a strong sense of style and personality, Amoruso poured herself into building the brand and developing relationships with her customers—typically the slightly edgy 18–24 year old.... View Details
Keywords: Business Growth; Brand Management; Online Retail; Clothing; Apparel; Expansion; Growth and Development Strategy; Brands and Branding; Management; Marketing Strategy; Strategic Planning; Social Media; E-commerce; Digital Marketing; Retail Industry; Apparel and Accessories Industry; United States
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  • Web

BiGS Fellows | Institute for Business in Global Society

data about the outcome of an algorithm within a particular context, and then assesses its impact on its users. The platform studies facial and emotion recognition and can help uncover the racial bias in algorithms used by social View Details
  • 01 Jun 2011
  • News

Mr. Start-Up

online travel guide business, he joined the Internet search giant as director of product management. He was the driving force behind the February 2011 launch of Social Search, which incorporates content shared or created on View Details
Keywords: Deborah Blagg; News, Library, Internet, and Other Services; Information
  • 13 Mar 2019
  • Blog Post

There's No Quick Shortcut to Success: Zorpads Takes Off

a social media presence. Those weren't the only connections they used in building the business. The pair tapped into their networks to try and land a spot on the hit television show, Shark Tank. They got the... View Details
Keywords: Entrepreneurship; Consumer Products / Retail
  • 28 Jun 2016
  • First Look

June 28, 2016

Abstract—Several CEOs are receiving significant media attention for taking public positions on controversial social and environmental issues largely unrelated to their core business, ranging from LGBT rights... View Details
Keywords: Sean Silverthorne
  • 12 Jan 2015
  • News

Good Investments

visits often require bus fare—while the Barared booths can be accessed on weekends and off-hours. And customers feel safe topping up their mobile phones here, says Reyes. They tell her that other companies take their money but fail to deliver the credits. Learn More... View Details
Keywords: Dan Morrell; impact investing; ideas; Securities, Commodities, and Other Financial Investments; Finance
  • 01 Sep 2017
  • News

In My Humble Opinion: Career Peak

athlete: “I spend as much time outdoors as I can, but I always try to squeeze in a little bit of what I consider ‘work.’ Social media tends to start out my day, then email correspondence with sponsors and... View Details
Keywords: April White
  • Profile

Creighton Taylor

2 experience in Accra, Ghana. There, Creighton’s team worked with the country’s largest entertainment company, Multimedia, to develop a mobile app for its media site. “I was both new to the industry and new to the continent,” Creighton... View Details
  • 19 Nov 2007
  • Lessons from the Classroom

Teaching The Moral Leader

the course: One is a textbook, The Moral Leader: Challenges, Tools, and Insights, that provides historical and social context for the works read in the course, as well as instructional materials. The other is an instructor's guide,... View Details
Keywords: by Sarah Jane Gilbert; Education
  • 15 Mar 2016
  • First Look

March 15, 2016

Aaron K., and Michael W. Toffel Abstract—Several CEOs are receiving significant media attention for taking public positions on controversial social and environmental issues largely unrelated to their core... View Details
  • May 2022
  • Supplement

Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States
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  • 15 Nov 2020
  • News

Podcasts Engage New Audiences with HBS

criticism of its early social media marketing campaign targeting teens. Then Toffel, who is the Senator John Heinz Professor of Environmental Management, poses a tough question: “What should JUUL do now,... View Details
  • 21 Nov 2016
  • Research & Ideas

It Matters That Your CEO Doesn't Know Much About Sales

across levels and functions. US companies alone spend about $900 billion on sales efforts annually. That’s more than 3 times what they spend on media advertising and about 10 times what they spend on social... View Details
Keywords: by Michael Blanding
  • 05 Jun 2019
  • Research & Ideas

If Your Customers Don't Care What You Charge, What Should You Charge?

mergers to reduce competition.” MacKay says. “That’s not something the antitrust authorities typically engage with, but maybe that’s something that we should be concerned about.” About the Author Kristen Senz is a writer and social View Details
Keywords: by Kristen Senz; Energy
  • 02 May 2005
  • What Do You Think?

Where is Consumer Generated Marketing Taking Us?

the high cost of replacing iPod batteries (since corrected). The newsgroups, discussion boards, and blogs may contain the seeds of ideas and notions about cutting-edge behaviors suggestive of everything from future business opportunities to View Details
Keywords: by James Heskett
  • 19 Mar 2021
  • Blog Post

Celebrating Black History: Elevating the Voices of Our Student and Alumni Communities

February we leveraged our social media platforms to celebrate just some of the incredible accomplishments and achievements of our students and alumni. Student and Alumni Spotlights Melcolm Ruffin (MBA 2020)... View Details
  • 19 Jun 2020
  • Blog Post

Black MBA Students Pen Letters to the HBS Community: Letter 4/5

is all too familiar and similar to how I felt seeing the human dignity stripped from Tamir Rice, George Floyd, Ahmaud Arbery, Michael Brown, and many others. There were no iPhones and no social media then,... View Details
  • 13 May 2014
  • First Look

First Look: May 13

https://www.hbs.edu/faculty/Pages/download.aspx?name=14-107.pdf The Contaminating Effects of Building Instrumental Ties: How Networking Can Make Us Feel Dirty By: Casciaro, Tiziana, Francesca Gino, and Maryam Kouchaki Abstract—To create View Details
Keywords: Sean Silverthorne
  • 28 Aug 2012
  • First Look

First Look: August 28

et al. Publication: British Journal of Social Psychology (forthcoming) Abstract Income inequality undermines societies: the more inequality, the more health problems, social tensions, and the lower View Details
Keywords: Sean Silverthorne