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  • September 2006 (Revised December 2007)
  • Case

Go Red For Women: Raising Heart Health Awareness

By: V. Kasturi Rangan and Marie Bell
In 2003, the $654 million American Heart Association (AHA) approached Cone, Inc. (a brand and communications agency) to develop a corporate sponsorship strategy that would raise $75 million over three years. Within 12 months, the AHA launched the highly successful Go... View Details
Keywords: Philanthropy and Charitable Giving; Marketing Communications; Social Marketing; Nonprofit Organizations; Social and Collaborative Networks
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  • 11 Dec 2012
  • First Look

First Look: Dec. 11

Internet's routing table, which is socially costly, so an IP address market should discourage subdividing IP address blocks more than necessary. Yet IP address transfer rules also need to facilitate purchase by the networks that need the... View Details
Keywords: Sean Silverthorne
  • November 2024
  • Case

Demond Martin and WellWithAll

By: Hise Gibson, Archie L. Jones and Ai-Ling Jamila Malone
This case study chronicles the transformative entrepreneurial path of Demond Martin, co-founder and CEO of WellWithAll, a health and wellness startup. Motivated by a pivotal life experience and deep concern for racial health inequities, Martin transitions from a... View Details
Keywords: Customers; Diversity; Ethnicity; Race; Health; Recruitment; Leadership Style; Management Style; Brands and Branding; Marketing Strategy; Product Launch; Product Positioning; Organizational Culture; Mission and Purpose; Relationships; Trust; Business Strategy; Competitive Strategy; Competitive Advantage; Investment; Business Startups; Transition; Entrepreneurship; Consumer Products Industry; Retail Industry; Health Industry; United States; Chicago; Boston; Atlanta; North Carolina; District of Columbia
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  • 08 Apr 2014
  • First Look

First Look: April 8

  Publications August 2013 Journal of Consumer Research Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride By: Bellezza, Silvia, and Anat Keinan Abstract—This research examines how... View Details
Keywords: Sean Silverthorne
  • 29 Sep 2015
  • First Look

September 29, 2015

2015 Princeton University Press How the Internet Became Commercial: Innovation, Privatization, and the Birth of a New Network By: Greenstein, Shane Abstract—In less than a decade, the Internet went from being a series of loosely connected... View Details
Keywords: Sean Silverthorne
  • 14 Oct 2014
  • First Look

First Look: October 14

Review Making Charity Pay By: Norton, Michael I., and Jill Avery Abstract—Companies are increasingly experimenting with the use of philanthropy to enhance consumer loyalty, brand awareness, and sales. But even highly creative approaches... View Details
Keywords: Sean Silverthorne
  • February 2011 (Revised December 2012)
  • Case

Coca-Cola on Facebook

By: John Deighton and Leora Kornfeld
In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details
Keywords: Change Management; Governance Controls; Policy; Brands and Branding; Marketing Channels; Social and Collaborative Networks; Food and Beverage Industry
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  • 02 Feb 2016
  • First Look

February 2, 2016

Interorganizational Network Forms By: Tatarynowicz, Adam, Maxim Sytch, and Ranjay Gulati Abstract—This study investigates the origins of variation in the structures of interorganizational networks across... View Details
Keywords: Sean Silverthorne
  • 22 Jan 2019
  • First Look

New Research and Ideas, January 22, 2019

support. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=55515 January–February 2019 Harvard Business Review What Does Your Corporate Brand Stand For? By: Greyser, Stephen A., and Mats Urde Abstract— While most firms are... View Details
Keywords: Dina Gerdeman
  • 07 Oct 2008
  • First Look

First Look: October 7, 2008

  Working PapersSpanning the Institutional Abyss: The Intergovernmental Network and the Governance of Foreign Direct Investment Authors:Juan Alcacer and Paul Ingram Abstract Global economic transactions such as foreign direct investment... View Details
Keywords: Martha Lagace
  • November 2012
  • Case

New Balance Athletic Shoe, Inc. (Abridged)

By: H. Kent Bowen, Robert S. Huckman, Carin-Isabel Knoop and Matthew Preble
Considers whether New Balance, one of the world's five largest manufacturers of athletic footwear, should respond to Adidas' planned acquisition of Reebok—a transaction that would join the second- and third-largest companies in the industry. Highlights the unique... View Details
Keywords: Production; Competitive Strategy; Supply Chain; Brands and Branding; Apparel and Accessories Industry; Sports Industry; Retail Industry; Asia; United States
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  • 10 Dec 2013
  • First Look

First Look: December 10

Brands The case explores the collateralization of intellectual property in a loan agreement between a highly leveraged apparel company and a large U.S. bank. Leveraging intangibles in the credit market is a new practice that has... View Details
Keywords: Sean Silverthorne
  • 23 Jan 2024
  • Book

More Than Memes: NFTs Could Be the Next Gen Deed for a Digital World

context—contribute to a global network around your favorite social cause. Moreover, like with the Bored Ape brand, while NFTs started out in the digital realm, they have quickly carried over to the physical world as well. This isn’t an... View Details
Keywords: by Dina Gerdeman; Information Technology; Technology; Financial Services
  • 29 Nov 2022
  • Research & Ideas

How Much More Would Holiday Shoppers Pay to Wear Something Rare?

of the case is to bring our research insights into the classroom,” Farronato says. “We want managers to know firsthand the many ways in which this kind of data can help luxury brands improve inventory and pricing decisions.” Balancing the... View Details
Keywords: by Michael Blanding; Retail
  • 22 Dec 2015
  • First Look

December 22, 2015

in primetime on network ABC's Thursday night, is plotting the future. One challenge she faces is to, as she put it, "solve the problem of writing and producing serialized dramas for broadcast network... View Details
Keywords: Carmen Nobel
  • 20 Jul 2010
  • First Look

First Look: July 20

market share, but Knight's marketing approach had revolutionized the industry, his company had developed several ground-breaking shoe technologies, and Nike's brand had become one of the most recognizable in the world. In 1980, the same... View Details
Keywords: Martha Lagace
  • 17 Aug 2009
  • Research & Ideas

Quantifying the Economic Impact of the Internet

brand or product Website (61 percent); paid bills (56 percent); watched a video clip (51 percent); used a price comparison site (50 percent); listened to an audio clip (44 percent ). “Social networks and the... View Details
Keywords: by John Quelch; Advertising; Publishing
  • 26 Feb 2008
  • First Look

First Look: February 26, 2008

display promotions away from smaller revenue brands and toward larger ones following periods of poor financial performance, indicating the behavior is being driven by parties higher in the firm than the View Details
Keywords: Martha Lagace
  • 17 Aug 2010
  • First Look

First Look: August 17

display promotions away from smaller revenue brands toward larger ones following periods of poor financial performance. This indicates the behavior is determined by parties above brand managers in the firm.... View Details
Keywords: Martha Lagace
  • 05 Feb 2013
  • First Look

First Look: Feb. 5

concentrated among firms with high growth opportunities or firms confronting adverse circumstances, consistent with boardroom connections mattering most for firms that stand to benefit most from the information communicated and resources exchanged through the View Details
Keywords: Sean Silverthorne

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