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  • July 2017
  • Case

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes
The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing... View Details
Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States
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  • 01 Dec 2023
  • News

Happier-ness at Work

Winfrey is a global media leader and for 25 years hosted the Oprah Winfrey Show. Their book draws on social science research and decades of experience to suggest that one can build a better life by focusing on four pillars: family,... View Details
Keywords: Publishing Industries (except Internet); Information
  • 06 Aug 2019
  • Cold Call Podcast

Super Bowl Ads Sell Products, but Do They Sell Brands?

I think about releasing ads in advance is you begin to engage consumers earlier, and then when you wrap that around a social media strategy you can begin to drive conversation about your brand before, during, and after the airing of the... View Details
Keywords: Media & Broadcasting; Media & Broadcasting; Media & Broadcasting; Media & Broadcasting
  • 11 Mar 2019
  • Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

again a magnet for companies. With its targeting capabilities, relatively low cost, and vast reach, social media has become an essential marketing channel, especially for those trying to reach young consumers. The Israeli nonprofit Vibe... View Details
Keywords: by Danielle Kost; Tourism
  • Web

Hidden Workers, Part-Time Potential - Managing the Future of Work

are more loyal and perform better on several key metrics compared to traditional sources of talent. With many companies facing a talent shortage, hiring these hidden workers may be the solution. Read the report Media Coverage 6 Career... 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
  • 02 May 2017
  • First Look

First Look at New Research: May 2, 2017

showing a passenger being dragged from a plane. Of all the U.S. air carriers, United should have known the power of social media and public outrage. It had learned years earlier in a prominent case about how fast viral content spreads and... View Details
Keywords: Carmen Nobel
  • March 2023 (Revised April 2023)
  • Case

Independent Governance of Meta’s Social Spaces: The Oversight Board

By: Jesse M. Shapiro, Natalia Rigol, Benjamin N. Roth and William R. Kerr
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
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  • Portrait Project

Carlton Burrell

pride in my hometown – move from “the border” to Compton. Instead, “talking proper” and “dressing like a white boy” created doubt. Poetic justice. You see, Compton is more than the mainstream media portrayal of graffiti-laden walls... View Details
  • 01 Sep 2022
  • What Do You Think?

Is It Time to Consider Lifting Tariffs on Chinese Imports?

stimulate debate about important issues in a community whose media were controlled at the time by one family with one point of view. It got me on a list prepared by an alumnus (and ignored by the person to whom he sent it, the President... View Details
Keywords: Re: James L. Heskett
  • August 2019 (Revised April 2021)
  • Case

Zillow Offers: Winning Online Real Estate 2.0

By: Luis Viceira, Marco Di Maggio and Allison Ciechanover
Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically... View Details
Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Information Technology; Business Model; Expansion; Business Startups; Media and Broadcasting Industry; Media and Broadcasting Industry; United States
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  • 01 Dec 2023
  • News

Alumni and Faculty Books and Podcasts

Media Publishing In The Startup Lottery, veteran entrepreneur and Inc. 500 CEO Gus Bessalel provides an insider’s view of venture-capital-backed companies. You will learn how to navigate your startup career through stories, examples, and... View Details
Keywords: podcasts
  • Web

Demonstration Policy | About

event. Photography, Audio and Video Recording, and Media Capturing content, images, or conversations, including photography, audio, video, and live streaming, must comply with the Photographing and Filming on Harvard Property policy and... View Details
  • Web

Industry Information - Alumni

faculty from the fields of business, economics and law. + – CPG/Marketing AdAge Leading trade publication of the marketing and media landscape. Tiered subscription model (free registration for a limited number of articles per month;... View Details
  • 21 Jul 2022
  • Research & Ideas

Did Pandemic Stimulus Funds Spur the Rise of 'Meme Stocks'?

speculation. How to follow the ‘stimmy’ money There’s no direct way to track how stimulus funds went from American pockets into the market, so researchers looked at a wide range of signals, including surveys, US Census and Treasury data, social View Details
Keywords: by Rachel Layne; Financial Services
  • Web

A Pathway to Pursue Aspirations | Social Enterprise | Harvard Business School

people. And I really liked the media space; it’s competitive and interesting – especially when you really believe in the content they make.” Mizuho spent her internship summer deep in reflection, “struggling to move out of finance and... View Details
  • 24 May 2017
  • News

David G. Bradley, MBA 1977

2016 The Atlantic awarded Magazine of the Year Chairman, Atlantic Media David Bradley sits at an Arlington, Virginia, diner, his papers spread out in front of him. Dapper and courteous, he evokes a different era as he takes notes on index... View Details
Keywords: Susan Young
  • Web

Brian Kenny | About

and implementation of the School’s marketing, communications and public relations efforts around the world. Working with the Dean’s executive team and HBS faculty, Brian oversees the alignment of branding, marketing, and media relations... View Details
  • Web

Capturing & Disseminating Video/Photography During Course Activities | About

of this policy is to clarify the School’s position on capturing (e.g., photography, audio, video, live streaming and other formats) and/or disseminating (e.g., via the media or use of social media) content, images, or conversations that... View Details
  • 03 Jan 2023
  • Cold Call Podcast

Wordle: Can a Pandemic Phenomenon Sustain in the Long Term?

Keywords: Re: Christina M. Wallace; Media & Broadcasting; Media & Broadcasting