Influencer Advertising - Publications - Faculty & Research

15 Nov 2022
Op-Ed

Why TikTok Is Beating YouTube for Eyeball Time (It’s Not Just the Dance Videos)

the internet. We wrote a series of Harvard Business School case studies between 2009 and 2011 exploring viral videos—United Breaks Guitars, the JK Wedding Dance, and how Ford used influencers to launch the Fiesta car. What struck us right... View Details

Keywords: by John Deighton and Leora Kornfeld

21 Mar 2016
HBS Case

Can Customer Reviews Be 'Managed?'

word-of-mouth, marketers should influence word-of-mouth, is actually not entirely correct. We still do advertising because you control 100 percent of your advertising. You have very little, sometimes no... View Details

Keywords: by Brian Kenny; Advertising; Advertising

07 Jun 2011
First Look

First Look: June 7

http://www.hbs.edu/research/pdf/11-120.pdf Who Is Governing Whom? Senior Managers, Governance and the Structure of Generosity in Large U.S. Firms Authors:Christopher Marquis and Matthew Lee Abstract We examine how organizational structure View Details

Keywords: Sean Silverthorne

26 Feb 2013
First Look

First Look: Feb. 26

award program decreased plant productivity by 1.4%, and that positive effects from awards are accompanied by more complex employee responses that limit program effectiveness. Download the paper: http://ssrn.com/abstract=2215922 Do Display Ads View Details

Keywords: Sean Silverthorne

25 Jun 2007
Research & Ideas

HBS Cases: Beauty Entrepreneur Madam Walker

steeped in their church communities. As a black woman, no matter how wealthy she was, she would not have been welcome or even allowed in any respectable hotel. Her church connections also formed the basis of her agent network and helped build word-of-mouth View Details

Keywords: by Martha Lagace; Beauty & Cosmetics

27 Nov 2019
Sharpening Your Skills

Secrets for Creating a Long-Lasting Brand

built from the ground up and rebuilt again when the competitive landscape shifts. A Good Place to Start Super Bowl Ads Sell Products, but Do They Sell Brands?Super Bowl advertising is increasingly about using storytelling to sell... View Details

Keywords: by Sean Silverthorne; Retail

15 Aug 2017
First Look

First Look at New Research and Ideas, August 15, 2017

about favorable future policy changes. A lab experiment involving monetary bets on the future popularity of politicians and a field experiment involving political donations (N = 660,542) demonstrated that BFF can influence people’s... View Details

Keywords: Sean Silverthorne

16 Apr 2001
Research & Ideas

Strategy and the Internet

If average profitability is under pressure in many industries influenced by the Internet, it becomes all the more important for individual companies to set themselves apart from the pack—to be more profitable than the average performer.... View Details

Keywords: by Michael E. Porter

19 Apr 2004
Research & Ideas

Birth of the American Salesman

twentieth century, Americans read how-to-sell books and turned Bruce Barton's The Man Nobody Knows (1925), which portrayed Jesus Christ as a successful sales and advertising executive, into a bestseller. Books on salesmanship skills still... View Details

Keywords: by Laura Linard

12 Dec 2005
Research & Ideas

Using the Law to Strategic Advantage

Moreover, moral and ethical considerations may decisively influence how the law is applied. As a result, purely technical legal advice is often inadequate. CEOs should be looking for lawyers with wisdom and the courage to push back if... View Details

Keywords: by Sean Silverthorne; Legal Services

10 Feb 2023
Research & Ideas

COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

Prevention—spent hundreds of millions of dollars on online advertising campaigns, aiming to encourage people to get vaccinated and to comply with other public health guidance. But was the public listening? More important, were people... View Details

Keywords: by Scott Van Voorhis; Health; Technology

08 Dec 2009
First Look

First Look: Dec. 8

Online Advertising Authors: Benjamin Edelman Publication: HBR Now, HBR Voices (December 2009) Abstract The Internet is sold to advertisers as a highly measurable medium that is the most efficient way to... View Details

Keywords: Martha Lagace

05 May 2008
Research & Ideas

Connecting with Consumers Using Deep Metaphors

influence the stories consumers create or their relationship with a brand or company, they need to know what deep metaphors are operating. These metaphor insights then allow managers to leverage them in advertising, packaging, product... View Details

Keywords: by Martha Lagace; Consumer Products

September 2013 (Revised August 2015)
Background Note

Leadership and Teaming

By: Ethan Bernstein

Small differences in the leadership of teams can have large consequences for the success of their efforts. Many initiatives fail not because of a fatal error in judgment or insufficient ideas, knowledge, motivation, or capabilities to deliver a solution. They fail... View Details

Citation

Educators

Purchase

22 Nov 2004
Research & Ideas

Side Effects: The Case of Propecia

You are the marketing director of Propecia, a new drug for hair restoration that's about to hit the market. But the drug can only be purchased via a physician's prescription. So do you advertise directly to balding men? Do you concentrate... View Details

Keywords: by Sean Silverthorne; Health; Pharmaceutical

22 Jan 2013
First Look

First Look: Jan. 22

learning can induce a great deal of wage inequality. An equilibrium model is developed in which firms can choose either to advertise their job openings prominently or not. Prominent ads are assumed to have more View Details

Keywords: Sean Silverthorne

19 Dec 2017
First Look

New Research and Ideas, December 19, 2017

shape individuals' willingness to accept it? We examine both questions through survey experiments and find that attitudes toward peace can in fact be widely influenced by these factors in a survey setting: 18%more people agree to peace... View Details

Keywords: Carmen Nobel

28 Nov 2005
Research & Ideas

Unilever: Transformation and Tradition

extent to influence how policies were interpreted, in part because of the respect in which the company was held. The corporate reputation for integrity and competence was a major competitive advantage in this respect. A part of the reason... View Details

Keywords: by Geoffrey Jones; Consumer Products

30 Mar 2018
What Do You Think?

What Should Mark Zuckerberg Do?

will be smart to unbundle the services and come out with a pricing table.” As Munyaradzi Mushato put it, “implement an authentic platform strategy where users pay, advertisers pay, and developers pay for the value they get.” Clearly,... View Details

Keywords: by James Heskett; Web Services; Information Technology

February 2020
Case

Leading Change in Talent at L'Oréal

By: Lakshmi Ramarajan, Vincent Dessain and Emer Moloney

Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L’Oréal. He is now responsible for the hiring, development, promotion, and retention of 83,000 employees worldwide. The highly successful... View Details