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Show Results For
- All HBS Web
(1,556)
- People (10)
- News (412)
- Research (847)
- Events (6)
- Multimedia (15)
- Faculty Publications (481)
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- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- July 2006
- Article
Media Reputation of the Insurance Industry: An Urgent Call for Strategic Communication Management
By: Robert G. Eccles Jr. and Matthias Vollbracht
Eccles, Robert G., Jr., and Matthias Vollbracht. "Media Reputation of the Insurance Industry: An Urgent Call for Strategic Communication Management." Special Issue on Reputational Risk Geneva Papers on Risk and Insurance: Issues and Practice 31, no. 3 (July 2006).
- July 2025
- Article
Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers
By: Mengjie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details
Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding
Cheng, Mengjie, and Shunyuan Zhang. "Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers." Management Science 71, no. 7 (July 2025): 5910–5932.
- 2010
- Other Unpublished Work
Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions
By: Jill Avery
An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details
- May 2013
- Case
Qantas Luxury: Grounded Flights, First-Class Pajamas and Twitter Hashtags (A)
By: Amy J.C. Cuddy, Cassandra L. Govan, David T. Neal and Anna M. Coster
- August 2012
- Teaching Note
Mekanism: Engineering Viral Marketing
By: Thales S. Teixeira
The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details
- Forthcoming
- Article
The Effect of a System for Sharing Best Practices Within Pre-existing Peer Networks
By: Shelley Xin Li and Tatiana Sandino
Peer networks, such as enterprise social networks (ESNs), can facilitate knowledge transfer across employees. However, such systems can also lead to information overload or difficulty in finding useful information. We examine data from a natural field experiment where... View Details
- Teaching Interest
Overview
By: John A. Deighton
I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details
- 02 Aug 2022
- Research & Ideas
6 Strategies for Building Socially Responsible—and Profitable—Companies
A dozen years ago, Harvard Business School Professor George Serafeim wondered why some companies operated with an eye toward the greater good, while most did not. Back then, he always got the same response: Corporate leaders thought social and environmental practices... View Details
Keywords: by Lane Lambert
- March–April 2021
- Article
Network-biased Technical Change: How Information Management Tools Overcome Some Biases but Exacerbate Others.
By: Gerald C. Kane and Lynn Wu
Organizations have long sought to improve employee performance by managing knowledge more effectively. In this paper, we test whether the adoption of digital tools for expertise search and access within an organization, often referred to as a support to an... View Details
Keywords: Digital Tools; Social Media; Social Networks; Transactive Memory Systems; Augmented Intelligence; Artificial Intelligence; Social and Collaborative Networks; Gender; Equality and Inequality; Technology Adoption; Knowledge Management; Performance Improvement; Power and Influence; Organizational Change and Adaptation
Kane, Gerald C., and Lynn Wu. "Network-biased Technical Change: How Information Management Tools Overcome Some Biases but Exacerbate Others." Organization Science 32, no. 2 (March–April 2021): 273–292.
- 2024
- Working Paper
Social Movements and Public Opinion in the United States
By: Amory Gethin and Vincent Pons
Recent social movements stand out by their spontaneous nature and lack of stable leadership, raising doubts on their ability to generate political change. This article provides systematic evidence on the effects of protests on public opinion and political attitudes.... View Details
Gethin, Amory, and Vincent Pons. "Social Movements and Public Opinion in the United States." NBER Working Paper Series, No. 32342, April 2024.
- 2017
- Government Testimony
Passenger Right to Record—Petition for Rulemaking
By: Benjamin Edelman and Mike Borsetti
We ask DOT to affirm that passengers have the right to record what they lawfully see and hear on and around aircraft. We explain why such recordings are in the public interest, and we present the troubling experiences of passengers who have tried to record but have... View Details
Keywords: Aviation; Consumer Protection; Recording; Video; Audio; Privacy; Social Media; Air Transportation; Rights; Contracts; Air Transportation Industry
Edelman, Benjamin, and Mike Borsetti. "Passenger Right to Record—Petition for Rulemaking." Government Testimony, U.S. Dept. of Transportation, Office of Aviation Enforcement and Proceedings, June 2017. (docket and public comments.)
- June 2015
- Case
Fei Ni Mo Shu (You are the One) and the Chinese Employment Market
By: Christopher Marquis, Qi Li and Ying Zhang
This case study shows the evolution of the Chinese television program Fei Ni Mo Shu (You are the One), from an unrecognized show in 2010 to becoming a television phenomenon in 2015. The success of Fei Ni Mo Shu (You are the One) has resulted from it reflecting the... View Details
Marquis, Christopher, Qi Li, and Ying Zhang. "Fei Ni Mo Shu (You are the One) and the Chinese Employment Market." Harvard Business School Case 415-081, June 2015.
- March 2018
- Case
Sandra Brown Goes Digital (A): The Promise and Perils of Social Movements in a Healthcare Company
By: Rosabeth Moss Kanter and Jonathan Cohen
As a middle manager at a biotechnology company, Sandra Brown harnessed digital tools and social media to engage others and build campaigns for change in the company. This case follows her career at the company and describes the challenges she faced as a change agent,... View Details
Keywords: Digital; Engagement; Stakeholder Engagement; Grassroots Movement; Organization Change And Adaptation; Quality; Health Care; Health Care Industry; Career Path; Leading Change; Management; Innovation and Management; Personal Development and Career; Organizational Change and Adaptation; Biotechnology Industry; Health Industry
Kanter, Rosabeth Moss, and Jonathan Cohen. "Sandra Brown Goes Digital (A): The Promise and Perils of Social Movements in a Healthcare Company." Harvard Business School Case 318-082, March 2018.
- 30 Jul 2024
- Research & Ideas
Do Social Movements Sway Voters? Not Really, Except for One
increase in liberal attitudes on racial issues and vote intentions for the Democrats” in the 2020 US presidential election, the paper says. While it’s unclear why the Black Lives Matter movement shifted more views than other social... View Details
Keywords: by Sean Silverthorne
- December 2016 (Revised May 2018)
- Case
Ebony Magazine
By: Steven Rogers and Derrick Jackson
For nearly 75 years, the Johnson Publishing Company has been the most successful African American magazine publisher. Its flagship Ebony magazine was an iconic coffee table fixture for decades in black households of all classes, making founder John H. Johnson... View Details
Keywords: Business Restructuring; Media; Race Characteristics; Social History; Contemporary History; Fairness; Race; Corporate Entrepreneurship; Adaptation; Consolidation; Culture; Brands and Branding; Journals and Magazines; Decisions; Business History; Restructuring; Innovation and Management; Crisis Management; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Chicago
Rogers, Steven, and Derrick Jackson. "Ebony Magazine." Harvard Business School Case 317-043, December 2016. (Revised May 2018.)
- April 2020
- Article
Digital Emotion Contagion
By: Amit Goldenberg and James J. Gross
People spend considerable time on digital media, and during this time they are often exposed to others’ emotion expressions. This exposure can lead their own emotion expressions to become more like others’ emotion expressions, a process we refer to as digital emotion... View Details
Keywords: Emotion; Emotion Contagion; Digital Media; Emotions; Media; Internet and the Web; Measurement and Metrics; Social Media
Goldenberg, Amit, and James J. Gross. "Digital Emotion Contagion." Trends in Cognitive Sciences 24, no. 4 (April 2020): 316–328.
- December 2016
- Article
Through the Mud or in the Boardroom: Examining Activist Types and Their Strategies in Targeting Firms for Social Change
By: Charles Eesley, K. A. DeCelles and Michael Lenox
We examine the variety of activist groups and their tactics in demanding firms’ social change. While extant work does not usually distinguish among activist types or their variety of tactics, we show that different activists (e.g., social movement organizations vs.... View Details
Eesley, Charles, K. A. DeCelles, and Michael Lenox. "Through the Mud or in the Boardroom: Examining Activist Types and Their Strategies in Targeting Firms for Social Change." Strategic Management Journal 37, no. 12 (December 2016): 2425–2440.
- 21 Oct 2022
- Research & Ideas
People Trust Business, But Expect CEOs to Drive Social Change
Public trust in business remains relatively unshaken amid economic turbulence and a lingering pandemic, even as faith in the media and government falters, but leaders could do more to address social issues, a new global opinion survey shows. However, not everyone... View Details
Keywords: by Scott Van Voorhis
- March 2023 (Revised April 2023)
- Case
Independent Governance of Meta’s Social Spaces: The Oversight Board
Julie Owono is a member of the Oversight Board, an outside entity with the authority to make binding decisions on tricky moderation questions for Meta's companies. She considers the Board's impact, and its future. View Details
Keywords: Business and Government Relations; Social Media; Fairness; Governing and Advisory Boards; Technology Industry; Communications Industry
Shapiro, Jesse M., Natalia Rigol, Benjamin N. Roth, and William R. Kerr. "Independent Governance of Meta’s Social Spaces: The Oversight Board." Harvard Business School Case 823-111, March 2023. (Revised April 2023.)