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    • News  (30)
    • Research  (444)
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  • Faculty Publications  (298)

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  • All HBS Web  (532)
    • News  (30)
    • Research  (444)
    • Events  (2)
  • Faculty Publications  (298)
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  • June 2025
  • Exercise

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Exercise 525-066, June 2025.
  • June 2025
  • Exercise

Full-Funnel Advertising on TikTok: An Experiment (Solution)

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment (Solution)." Harvard Business School Exercise 525-067, June 2025.
  • June 2025
  • Supplement

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Spreadsheet Supplement 525-721, June 2025.
  • June 2014
  • Case

Riverview Law: Applying Business Sense to the Legal Market

By: Heidi K. Gardner and Silvia Hodges Silverstein
Riverview Law, run like a business rather than a traditional law firm, wants to expand its unconventional concept from the UK to the US. The firm's approach includes performing all legal work for annual fixed-price contracts, using data and analytics to advise clients... View Details
Keywords: Strategy; Professional Services; Disruptive Innovation; Law Firms; Client Service; Culture; Recruiting; Management; Professional Services Firms; Business Model; Legal Services Industry; United Kingdom; United States
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Gardner, Heidi K., and Silvia Hodges Silverstein. "Riverview Law: Applying Business Sense to the Legal Market." Harvard Business School Case 414-079, June 2014.
  • June 1998 (Revised August 2001)
  • Case

Wells Fargo Online Financial Services (A)

By: Robert S. Kaplan and Nicole Tempest
Wells Fargo, the industry leader in electronic banking, has implemented a Balanced Scorecard in its online financial services group (OFS) to track and measure performance. The OFS group develops and supports services that allow existing and future banking customers to... View Details
Keywords: Balanced Scorecard; Internet and the Web; Corporate Entrepreneurship; Corporate Strategy; Performance Evaluation; Finance; Change; Situation or Environment; Measurement and Metrics; Banking Industry; Financial Services Industry
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Kaplan, Robert S., and Nicole Tempest. "Wells Fargo Online Financial Services (A)." Harvard Business School Case 198-146, June 1998. (Revised August 2001.)
  • September 2021 (Revised December 2021)
  • Case

STARZPLAY: Shooting for the Stars

By: Elie Ofek, Marco Bertini and Alpana Thapar
In mid-2021, Maaz Sheikh, cofounder and CEO of STARZPLAY, a Dubai-based subscription video on demand (SVOD) provider that catered to the Middle East and North Africa region, was wrestling with how to find the right balance between continued subscriber growth and... View Details
Keywords: Pricing; Growth; Profitability; Subscription Business; Business Model Innovation; Fintech; Subscription; Performance Measurement; Promotions; International Marketing; Streaming; Competition; Marketing; Price; Strategy; Entrepreneurship; Performance; Measurement and Metrics; Business Model; Media and Broadcasting Industry; Middle East; North Africa
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Ofek, Elie, Marco Bertini, and Alpana Thapar. "STARZPLAY: Shooting for the Stars." Harvard Business School Case 522-005, September 2021. (Revised December 2021.)
  • June 2025
  • Case

Full-funnel Advertising on TikTok

By: Jeremy Yang, Ayelet Israeli and Alexis Lefort
In 2025 TikTok is working to grow its brand and performance advertising business, along with a new integrated full-funnel solution. As an emerging media platform with unique ad formats and user behavior in a privacy-first environment, TikTok faces both significant... View Details
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Yang, Jeremy, Ayelet Israeli, and Alexis Lefort. "Full-funnel Advertising on TikTok." Harvard Business School Case 525-065, June 2025.
  • January 2023 (Revised June 2024)
  • Case

Adams + Beasley Associates

By: Dennis Campbell and Iuliana Mogosanu
This case illustrates how a strong culture, founder-led SME designed and used a unique performance metric—the job security index—to manage through periods of economic uncertainty. The case centers specifically on how the job security index was used in an interactive... View Details
Keywords: Financial Crisis; Measurement and Metrics; Employee Ownership; Risk and Uncertainty; Small Business; Leadership; Organizational Culture
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Campbell, Dennis, and Iuliana Mogosanu. "Adams + Beasley Associates." Harvard Business School Case 123-051, January 2023. (Revised June 2024.)
  • September 2011 (Revised December 2012)
  • Case

Pepsi-Lipton Brisk

By: Thales S. Teixeira and Alison Caverly
This case showcases key decisions in promoting the re-launch of Brisk, a ready-to-drink iced tea by Pepsi-Lipton. The decisions are: creative, media and metrics selection. It also deals with budget allocation to traditional (Super Bowl, television) and new (viral ads... View Details
Keywords: Marketing Channels; Marketing Communications; Advertising Campaigns; Decision Making; Media; Product Launch; Resource Allocation; Performance Effectiveness; Budgets and Budgeting; Food and Beverage Industry
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Teixeira, Thales S., and Alison Caverly. "Pepsi-Lipton Brisk." Harvard Business School Case 512-011, September 2011. (Revised December 2012.)
  • March 2011
  • Case

Cash Flow Productivity at PepsiCo: Communicating Value to Retailers

PepsiCo developed a new metric that better measured the value added by Pepsi products than did gross margin, the traditional metric used by retailers to determine shelf space and promotional activity. The new metric, cash flow productivity, captured the value of... View Details
Keywords: Customer Relationship Management; Cash Flow; Measurement and Metrics; Distribution; Performance Productivity; Value Creation; Food and Beverage Industry; Retail Industry
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Martinez Jerez, F. Asis, and Lisa Brem. "Cash Flow Productivity at PepsiCo: Communicating Value to Retailers." Harvard Business School Case 111-069, March 2011.
  • June 2013 (Revised November 2013)
  • Case

Bluefin Labs: The Acquisition by Twitter

By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details
Keywords: Measurement and Metrics; Data and Data Sets; Internet; Software; Communication Technology; Advertising; Social and Collaborative Networks; Acquisition; Television Entertainment; Advertising Industry; Media and Broadcasting Industry; United States
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Deighton, John, and Leora Kornfeld. "Bluefin Labs: The Acquisition by Twitter." Harvard Business School Case 513-091, June 2013. (Revised November 2013.) (request a courtesy copy.)
  • September 3, 2020
  • Article

How to Measure a Company’s Real Impact

By: Ronald Cohen and George Serafeim
Impact transparency will reshape capitalism. By shifting the pursuit of profit away from negligently creating problems to purposefully creating valuable solutions for the world, it will redefine success, so that its measure is not just money, but the positive impact we... View Details
Keywords: Impact; Impact Investing; Impact Measurement; Impact Investment; Impact Investment Funds; Accountability; Accounting Information; Corporate Performance; Sustainability; Social Impact; Capitalism; Accounting; Corporate Accountability; Performance; Measurement and Metrics; Social Enterprise; Society
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Cohen, Ronald, and George Serafeim. "How to Measure a Company's Real Impact." Harvard Business Review (website) (September 3, 2020).
  • 13 Apr 2007
  • Working Paper Summaries

Incorporating Price and Inventory Endogeneity in Firm-Level Sales Forecasting

Keywords: by Saravanan Kesavan, Vishal Gaur & Ananth Raman; Retail
  • 2021
  • Article

An Empirical Examination of Sell-Side Brokerage Analysts' Published Research, Concierge Services, and High-Touch Services

By: David A. Maber, Boris Groysberg and Paul M. Healy
This paper uses a proprietary panel dataset to categorize and quantify the activities that sell-side brokerage analysts use to build and sustain their network of buy-side client relations. We then examine the marginal impact of these activities on key analyst outcome... View Details
Keywords: Sell-side Analysts; Analyst Ratings; Brokerage Commissions; Earnings Forecasts
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Maber, David A., Boris Groysberg, and Paul M. Healy. "An Empirical Examination of Sell-Side Brokerage Analysts' Published Research, Concierge Services, and High-Touch Services." European Accounting Review 30, no. 4 (2021): 827–853.
  • 2021
  • Working Paper

How to Fix ESG Reporting

By: Robert S. Kaplan and Karthik Ramanna
Investors, advocacy groups, academics, and the 200 CEOs of the US Business Roundtable have asked corporations to take on an added purpose beyond a narrow pursuit of shareholder value. In response, many companies now issue ESG (Environmental, Societal, and Governance)... View Details
Keywords: ESG Reporting; Sustainability; Corporate Purpose; Greenhouse Gas; Activity-Based Costing; Environmental Sustainability; Environmental Management; Corporate Social Responsibility and Impact; Measurement and Metrics; Goals and Objectives; Agreements and Arrangements; Corporate Accountability
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Kaplan, Robert S., and Karthik Ramanna. "How to Fix ESG Reporting." Harvard Business School Working Paper, No. 22-005, July 2021.
  • Summer 2025
  • Article

Are ESG Improvements Recognized? Perspectives from the Public Sentiments

By: Shaolong Wu
While Environment, Social, and Governance (ESG) increasingly guides investment management and corporate agendas nowadays, public reactions to firms' ESG performance remain under-studied. This paper fills this gap by investigating whether the public picks up firms' ESG... View Details
Keywords: Corporate Social Responsibility and Impact; Public Opinion; Environmental Sustainability; Corporate Governance; Investment
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Wu, Shaolong. "Are ESG Improvements Recognized? Perspectives from the Public Sentiments." Journal of Impact and ESG Investing 5, no. 4 (Summer 2025): 24–51.
  • September–October 2017
  • Article

Why Do We Undervalue Competent Management?: Neither Great Leadership Nor Brilliant Strategy Matters Without Operational Excellence

By: Raffaella Sadun, Nicholas Bloom and John Van Reenen
A recurring message in business education is that you can’t compete on the basis of management processes because they’re easily copied. Operational effectiveness is table stakes in the competitive universe, it is often assumed, and thus cannot serve as a sustainable... View Details
Keywords: Management; Management Analysis, Tools, and Techniques; Management Practices and Processes; Performance Effectiveness
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Sadun, Raffaella, Nicholas Bloom, and John Van Reenen. "Why Do We Undervalue Competent Management? Neither Great Leadership Nor Brilliant Strategy Matters Without Operational Excellence." Harvard Business Review 95, no. 5 (September–October 2017): 120–127. (Winner of 59th Annual HBR McKinsey Award.)
  • March 2022 (Revised January 2025)
  • Technical Note

Prediction & Machine Learning

By: Iavor I. Bojinov, Michael Parzen and Paul Hamilton
This note provides an introduction to machine learning for an introductory data science course. The note begins with a description of supervised, unsupervised, and reinforcement learning. Then, the note provides a brief explanation of the difference between traditional... View Details
Keywords: Machine Learning; Data Science; Learning; Analytics and Data Science; Performance Evaluation; AI and Machine Learning
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Bojinov, Iavor I., Michael Parzen, and Paul Hamilton. "Prediction & Machine Learning." Harvard Business School Technical Note 622-101, March 2022. (Revised January 2025.)
  • August 2019
  • Case

Bark Gift Shop Ltd.

By: Susanna Gallani, Jan Bouwens and Peter Kroos
This case describes a setting in which the CFO of Bark Gift Shop Ltd., a gift items retailer, discovers an undesired pattern in the performance data suggesting that her shop managers that perform well during the first part of the year, purposely reduce their effort in... View Details
Keywords: Data Analytics; Employees; Behavior; Performance; Management; Goals and Objectives; Motivation and Incentives; Analysis
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Gallani, Susanna, Jan Bouwens, and Peter Kroos. "Bark Gift Shop Ltd." Harvard Business School Case 120-008, August 2019.
  • January 2020
  • Case

SK Group: Social Progress Credits

By: George Serafeim, Ethan Rouen and David Freiberg
SK Group was one of the largest companies South Korea. A family-run conglomerate consisting of around 120 subsidiaries and employing more than 100,000, SK was tightly knit into the fabric of Korean society. SK viewed their future success as contingent upon the strength... View Details
Keywords: Impact; Impact Investing; Impact Measurement; Social Value; Social Development; Conglomerates; Measurement Of Purpose; ESG; ESG (Environmental, Social, Governance) Performance; Capital Markets; Innovation; Environmental Impact; Collaboration; Social Enterprise; Social and Collaborative Networks; Social Issues; Measurement and Metrics; Value Creation; Cooperation; Environmental Sustainability; Employment; Accounting; Energy Industry; Telecommunications Industry; Chemical Industry; South Korea
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Serafeim, George, Ethan Rouen, and David Freiberg. "SK Group: Social Progress Credits." Harvard Business School Case 120-071, January 2020.
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